?? Paid Media Collective: PPC News (W3)
??? Yoann Ferrand
???? ???? Senior PPC Manager | Fractional Head of PPC | Dad | 2x Top 100 Most Influential PPC Experts | Empowering businesses to achieve digital maturity with confidence.
?? About PPC News ??♀?
PPC News is a collaborative project that aims to provide a free, unbiased, expert-curated resource for the latest PPC insights.
Please think of us as your guide in the dynamic world of PPC, highlighting new talents, innovation, and the essential role of paid media experts.
Have a great week ahead! ??
?? Paid Media Collective
[Issue No. 145 - Jan 13th to Jan 19th]
???? Master Google Ads Scripts and Boost Your Earnings in 2025
Learn how to harness the power of Google Ads Scripts in a free hands-on webinar. Designed for all skill levels, the session will cover a proven 3-part framework for creating scripts, live demonstrations, and essential automation techniques to streamline campaign management.
With AI transforming digital marketing, these skills are in high demand, helping professionals secure better pay and career opportunities. No coding experience? No problem—this webinar is your gateway to mastering automation.
??? Register now
?? Our Supporting Partner
Today's newsletter is presented by TrueClicks, your extra pair of eyes to stay on top of your Google & Microsoft Ads accounts like never before.
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?? Trending
TikTok's future in the United States is Uncertain.
As of yesterday, TikTok has been removed from U.S. app stores, and users cannot access the platform. President-elect Donald Trump has indicated a potential 90-day extension to find a resolution, but the app's future remains in flux.
TikTok creators are exploring alternative platforms like Instagram Reels, YouTube Shorts, and emerging apps like Clapper and RedNote to continue creating content and maintaining audience engagement. [See reactions on Lindsey's Newsletter]
Bloomberg reported that?Chinese officials supposedly?explore a contingency plan for Elon Musk to acquire TikTok’s U.S. operations?if the Supreme Court upholds the app’s ban to navigate relations with the Trump administration while being called "pure fiction".
?? 1st Contributor: Lindsey Gamble
Brand Guidelines Arrive for Performance Max
Starting January 20, 2025 (today), Google Ads will implement mandatory brand guidelines for new Performance Max campaigns. This update requires advertisers to link BUSINESS_NAME, LOGO, and LANDSCAPE_LOGO assets at the campaign level, centralizing brand control and ensuring consistent representation across all automated formats.
In addition to adding a Business Name and Logos at the campaign level, you can now select two custom colors (main and accent), then choose a font from several preset options. [Google / LinkedIn]
?? 1st Contributor: Andrew Boyd
Speculations on Search Max
Microsoft Clarity and Google Ads Integration Now Live
The Microsoft Clarity and Google Ads integration, launched in December 2024, is now available to all users. This powerful tool combines Google Ads performance data with Clarity’s behavioural insights, enabling advertisers to analyze heatmaps, session recordings, and funnel behaviours directly linked to ad campaigns.
Key features include tracking metrics like CTR, CPC, and CVR while identifying friction points and optimizing landing pages for higher ROAS. [Microsoft Clarity]
ChatGPT Launches Automated Task Scheduling in Beta
OpenAI has introduced a beta version of automated task scheduling for ChatGPT, which is available to Plus, Pro, and Teams subscribers. The feature allows users to schedule reminders, daily updates, workouts, and more across Web, iOS, Android, and MacOS platforms, with Windows support expected in Q1. Notifications for completed tasks are sent via email or push alerts, with one-time and recurring schedules supported. OpenAI plans to expand access to all users after the beta phase. [The Verge]
"Another step towards Agents that will do things for us. Minimal really great use cases yet... But that's changing fast" from Mike Rhodes ??
?? Paid Search Edition
?? Google Ads
?? Search Max: A New Era for Match Types?
Google Ads may introduce a new "Search Max" feature, combining Broad Match and DSA functionalities with automation at its core. While unsavvy advertisers could benefit from easier adoption, experienced advertisers might face increased competition and reduced control over targeting. This shift could diminish the significance of traditional match types, pushing manual search tactics into niche use cases and evolving the role of specialists. The long-term impact could reshape the search advertising landscape.
?? This was triggered by a screenshot when segmenting by Match type; however, be aware that it could also be the Google team testing new things in the API. [LinkedIn]
?? 1st Contributor: Lars Thoning Dybro
Supporter: Adriaan Dekker
Expert Perspective from Bob Meijer on LinkedIn
Delivery Confidence Values in Merchant Center
Google Shopping now uses Delivery Confidence Values (CVs) to measure the accuracy of shipping promises. High CVs can boost rankings and enable "Get it Fast" annotations, while low CVs may lower ad performance or remove shipping details.
Delivery Confidence Values (CVs) measure how accurate your delivery promises are compared to actual performance. Google uses these scores (0%-100%) to evaluate shipping speed and cost consistency across your website, order tracking, and other data sources. [LinkedIn / Source]
Improvement Tips:
?? 1st Contributor: Dario Zannoni
Enhanced Conversion Impact by Campaign Type
Google Ads has introduced segmentation for Enhanced Conversion impact percentages by campaign type, starting with Search and YouTube campaigns. This update provides more precise insights into where conversion uplifts are coming from, improving measurement and strategy adjustments. [LinkedIn]
?? 1st Contributor: Thomas Eccel
"Private Search Terms" Category in Performance Max
A new "Private Search Terms" category has been spotted in Performance Max campaigns, as reported by Arpan Banerjee. This category highlights search queries searched by fewer than 50 unique users over the past 90 days. [LinkedIn]
?? 1st Contributor: Arpan Banerjee
Supporter: Adriaan Dekker
“Source” Column to Performance Max Search Terms
Google Ads has enhanced Performance Max campaigns by introducing a "Source" column in Search Terms Insights. This feature reveals the reasoning behind ad triggers, such as “Search themes” or “URLs, creative assets, and more,” offering advertisers deeper insights into campaign performance. [LinkedIn]
?? 1st Contributor: Natasha Kaurra
Promotion Assets with New Promo Code Options
Google Ads now supports enhanced Promo Code options in Promotion Assets, offering flexibility for advertisers. You can choose between Barcode types like Aztec, Data Matrix, EAN-8, or QR Codes, which encode text up to 720 characters (excluding links). [LinkedIn]
?? 1st Contributor: Thomas Eccel
Demand Gen Now Shows "% Served" for Video Metrics.
Google Ads has introduced a "% Served" video metric for Demand Gen campaigns, offering visibility into ad delivery within ad groups. This metric helps advertisers identify which ads Google favours based on various signals beyond conversions, providing insights into relative ad performance under automated bidding. Previously, the lack of this metric pushed advertisers to segment campaigns with one video per ad group. [LinkedIn]
?? 1st Contributor: Joey Bidner
Deadline for LSA to Business Profile Extension Delayed
Google has extended the deadline for transitioning from Local Services Ads to the Google Business Profile extension. This move allows businesses more time to adapt to the updated integration between local advertising services and Business Profile management.
The delay aims to support a smoother transition while ensuring businesses continue to leverage Google's local advertising tools effectively. [LinkedIn]
?? 1st Contributor: Anthony Higman
Google Policies
Google Updates Child and Teen Ads Policies
Effective January 2025, Google is updating its child and teen ads policies to improve transparency and accessibility for advertisers. The changes aim to consolidate information into a new "Ad Protections for Children and Teens" policy hub, making it easier to understand protections for minors and their impact on ad serving. [Advertising Policies]
Google Hotels Tightens Prohibited Practices Policy
Google Hotels has updated its Prohibited Practices Policy, barring deceptive, misleading, or unlawful content from free booking links and hotel ads. Violations, including irresponsible data use and misrepresentation, can lead to account suspension for at least five business days, escalating with repeat offences. [Hotel Center]
Microsoft Ads
Bing Rolls Out Video Extensions for Ads
Bing has introduced video extensions, enabling advertisers to enhance their ads with video content directly within search results. This feature could drive higher engagement and visibility. [LinkedIn]
?? 1st Contributor: @CrackPPC
Supporter: Adriaan Dekker
??? Spotted In the Wild
Dynamic Demand Gen Video Ad Format for Mobile
YouTube has introduced a dynamic, expandable video ad format optimized for mobile, designed to complement the growing adoption of Demand Gen campaigns. This mobile-first format grabs attention with interactive elements, though early observations suggest these interactions may not provide additional information. [LinkedIn]
?? 1st Contributor: Thomas Eccel
?? Tips of the Week
How Performance Max Impacts Search Impression Share in Google Ads
Performance Max (PMax) can disrupt Search campaign impression share data by taking precedence in auctions. This makes Search ads ineligible for display, skewing impression share metrics. Since PMax only reports campaign-level impressions, keyword-specific insights are lost when It overrides Search ads.
To safeguard your data, consider adding top search terms as exact match keywords to prioritize Search campaigns over PMax. This ensures more accurate reporting and helps maintain conversions, as PMax often underperforms Search in conversion rates. [Adalysis]
?? 1st Contributor: Brad Geddes
Pmax Inefficiencies Due to Improper Remarketing Tag Setup
A recent audit discovered that an account's remarketing tag tracked a static value instead of dynamic product IDs, rendering remarketing ineffective. Since Performance Max campaigns heavily rely on remarketing signals, this misconfiguration results in significant budget waste.
How to Check Your Remarketing Tag: Check this guide from Elevar . Go to?Tools & Shared Library?→?Audience Manager?→?Data Sources?→?Google Ads Tag. Check the last column for the match rate (it should be 80%+), then ensure values under or reflect dynamic product IDs, not static ones.
If IDs Don’t Match Your GMC: Update IDs in the event firing the parameters. Change IDs in GMC (beware of data loss) by using g:display_ads_id in your product feed to resolve ID mismatches efficiently.
The proper configuration ensures remarketing effectiveness and optimal use of your Performance Max budget. [LinkedIn]
?? 1st Contributor: Ruben Runneboom
?? Resources
Open-Source Tool: Negative Keyword Cleaner Launches
The new Negative Keyword Cleaner, powered by Google Cloud and Gemini, helps advertisers improve ad reach by identifying problematic negative keywords. This tool analyzes your business, such as through your website, to detect and clean negative keywords that may unintentionally block your ads from appearing in relevant searches. [GitHub / LinkedIn]
?? 1st Contributor: Christoph Scherf
?? Our Supporting Partner
Today's newsletter is presented by TrueClicks, your extra pair of eyes to stay on top of your Google & Microsoft Ads accounts like never before.
TrueClicks has expanded target tracking to help you easily manage all your goals (not just budgets) if you're aiming for a specific ROAS, CPA, or other targets.
We monitor two types of targets:
You'll get daily updates on your progress toward these targets, making it easy to see where you need to focus. ??
Try our Target monitoring with a free account ?
?? Measurement Edition
Consent Settings Hub
Released January 13, 2025, the new Consent Settings Hub in Admin simplifies managing consent signals. Users can monitor collection status, review diagnostics, and understand stream consent usage. Access via Admin > Data Collection and Modification > Consent Settings. [Google Analytics]
Google Analytics 4 Introduces Event Alerts and Clarifications
Google Analytics 4 (including 360 accounts) now provides alerts for improperly sent events and clarifications about the (not set) label. These updates remind users that (not set) can appear during the 24-48 hour data processing window, offering a clearer understanding of data reporting timelines. [LinkedIn]
?? 1st Contributor: @Jose Angel P.
Microsoft Clarity Launches Attention Maps
Microsoft Clarity has introduced attention heatmaps, offering more profound insights into user engagement. This new feature highlights:
Unlike traditional scroll maps, attention heatmaps analyze where users focus most, helping optimize content placement and user experience. [LinkedIn]
?? 1st Contributor: Brais Calvo Vázquez
Google Enhances PageSpeed Insights with CrUX Data Transparency
Google has updated PageSpeed Insights (PSI) to provide clearer visibility into the data collection period for Chrome User Experience Report (CrUX) metrics. The tool now displays CrUX data for the 75th percentile of real user visits over a 28-day rolling period, with a two-day delay. [X]
This improvement helps developers better monitor the impact of site optimizations on real-world user experience and search rankings. By integrating temporal context into PSI, Google has made CrUX data more accessible and actionable for performance-focused developers.
?? 1st Contributor: Barry Pollard
?? Tips of the Week
Connect External Data to GA4 with Custom Event Data Import
Google Analytics 4’s custom event data import lets you integrate external data like customer surveys, offline purchases, or loyalty program activity. Combining this data with your existing event metrics can unlock more profound insights.
For example, analyze whether users completing onboarding surveys are more likely to make in-app purchases, enhancing your decision-making and targeting strategies. You can also consider integrating survey responses, offline purchase details, or loyalty program activity. [Google Analytics]
Simplifying GA4 Data Import with sFTP and Scheduled Queries
Google Analytics 4's data import process lacks programmatic options like APIs, restricting users to manual uploads or scheduled sFTP pulls. To streamline this, Ryan Ptomey developed a simplified setup for sFTP servers on Google Cloud Platform using Terraform commands. Access the open-source solution here.
Go Deeper: Ads Data Hub (ADH) also supports query scheduling, eliminating the need for external schedulers or APIs. Although not noted in release updates, documentation from October and November highlights this capability. Also, AWS S3 supports SFTP if you want to automatize. These tools can help unify your GA4 raw exports and sFTP imports within GCP, saving time and effort. [LinkedIn]
?? 1st Contributors: Luka Cempre / An?e Kravanja
?? Our Supporting Partner
Today's newsletter is presented by TrueClicks, your extra pair of eyes to stay on top of your Google & Microsoft Ads accounts like never before.
TrueClicks has expanded target tracking to help you easily manage all your goals (not just budgets) if you're aiming for a specific ROAS, CPA, or other targets.
We monitor two types of targets:
You'll get daily updates on your progress toward these targets, making it easy to see where you need to focus. ??
Try our Target monitoring with a free account ?
?? Paid Social Edition
Meta Introduces SMS Verification for Lead Forms
Meta is rolling out a new feature allowing advertisers to require SMS verification for lead form submissions. With this option enabled, users must verify their phone numbers by entering a one-time code from Meta before completing the form.
This added step could significantly improve lead quality by ensuring user authenticity. However, advertisers must include a required phone number field in their forms to use this feature. [LinkedIn]
?? 1st Contributor: Bram Van der Hallen
Meta Introduces Flexible Media for Ad Placements
Meta’s flexible media feature allows advertisers to adapt creatives for different placements automatically. For example, it uses two image sizes for Facebook Feed to optimize performance. This update aims to simplify workflows and potentially enhance ad effectiveness across platforms. [LinkedIn]
LinkedIn Ads Introduces Newsletter Promotion Format (Reminder)
As a reminder, LinkedIn has launched a new ad format to help businesses promote their company newsletters directly. These ads feature a "Subscribe" button, enabling one-click subscriptions while offering detailed tracking and reporting on new subscribers. Designed for Engagement and Brand Awareness campaigns, this feature provides a cost-effective way to grow newsletter reach.
To test performance, you can compare Engagement campaigns with low manual bids against Brand Awareness campaigns optimized for maximum delivery. Results may vary based on campaign goals and bidding strategies. [LinkedIn]
?? 1st Contributor: Tyler Rabey
Meta Announces Restrictions for Certain Industry Categories
Meta is rolling out updates limiting data sources, conversion tracking, and targeting for specific restricted industries. While these changes aim to align with evolving privacy and compliance standards, they may impact campaign performance for affected advertisers.
The irony of these restrictions coinciding with Meta’s allowance of controversial content sharing hasn't gone unnoticed. Advertisers in these industries should prepare for potential shifts in performance and explore alternative strategies to adapt. [LinkedIn]
?? 1st Contributor: Navah Hopkins
?? Tips of the Week
Meta Ads Custom Metric Tracks Google Search-Assisted Purchases
A new custom metric,?'Purchase via Google,'?takes Meta Ads reporting to the next level by revealing purchases made during sessions originating from Google Search under a last-click attribution window. This allows advertisers to break down Meta campaign results and understand how Google contributed to driving conversions. [LinkedIn]
?? 1st Contributor: Bram Van der Hallen
?? Resources
Track Reddit Trends with a New Free Tool
A new Reddit Trends tool from PEMAVOR helps you gauge topic traction within the Reddit community. It calculates daily post and comment velocity for up to 100 of the latest posts per keyword, with the option to refine results by subreddit. [LinkedIn]
?? 1st Contributor: Stefan Neefischer ??
?? Amazon Ads Edition
Consolidated First-Party Inventory for DSP Campaigns
Starting January 15, 2025, Amazon Ads integrates all first-party inventory into Amazon DSP campaigns. By default, advertisers can access consolidated ad placements across platforms like?Amazon.com, Fire TV, Alexa, IMDb, and Twitch. This streamlines campaign management while leveraging machine learning for better optimization.
The update, which is available globally, allows self-service advertisers to maximize reach and simplify workflows. It maintains control over placements while enhancing performance.[Amazon Ads]
?? Our Supporting Partner
Today's newsletter is presented by TrueClicks, your extra pair of eyes to stay on top of your Google & Microsoft Ads accounts like never before.
TrueClicks has expanded target tracking to help you easily manage all your goals (not just budgets) if you're aiming for a specific ROAS, CPA, or other targets.
We monitor two types of targets:
You'll get daily updates on your progress toward these targets, making it easy to see where you need to focus. ??
Try our Target monitoring with a free account ?
?? Marketing Industry Edition
?? Advertising News
Mohegan Casino Enters the Retail Media Network
Mohegan is launching the casino industry's first ad network in partnership with LiveRamp, enabling advertisers to target gamblers and resort visitors. The network spans Mohegan’s casinos, arenas, restaurants, and retail spaces, offering up to 200 million ad impressions monthly. Initially targeting its vendor partners, Mohegan plans to expand to off-site media, capitalizing on its audience’s disposable income and high-value appeal. [Business Insider]
?? Privacy & Compliance
Meta’s ‘Community Notes’ Exclude Paid Ads
Meta’s new “Community Notes” system, akin to X’s fact-checking approach, will not apply to paid ads but will impact organic content, including brand and influencer posts. This move has left marketers concerned that critical annotations could potentially discourage organic campaigns. Some experts predict a shift toward boosting content to avoid scrutiny, while brands await further clarity on Meta's policies. [The Wall Street Journal]
Google Rejects EU's Mandatory Fact-Checking Proposal
Google has opposed the EU Commission’s plan to mandate fact-checking on platforms like YouTube and Google Search. In a letter to the Commission, Google labelled fact-checking integration into algorithms as "ineffective" and "inappropriate," emphasizing its reliance on user-driven contextual notes instead.
This comes as the EU seeks to enforce voluntary measures under the Digital Services Act (DSA), holding platforms accountable for combating disinformation. Google’s stance aligns with that of other tech companies like Meta, which has also shifted away from traditional fact-checking, citing a new era of prioritizing free speech. [LinkedIn / Axios]
GDPR Complaints Target TikTok, AliExpress, SHEIN & More
EU privacy group noyb has filed GDPR complaints against TikTok, AliExpress, SHEIN, Temu, WeChat, and Xiaomi for unlawful data transfers to China. Four companies admitted to transferring EU users’ data to China, while the others cited “third countries.” Under EU law, such transfers are only allowed if the destination country ensures adequate data protection, which China’s surveillance practices undermine.
If successful, fines could reach 4% of global revenue, such as €1.35 billion for Temu. This bold legal action, targeting all six companies simultaneously, underscores growing EU scrutiny of data transfers to China and its impact on e-commerce competition. [LinkedIn]
?? Video of the Week
LinkedIn Ads Unveils New Campaign to Tackle Ad-Targeting Waste
LinkedIn Ads launched the?"Only on LinkedIn Ads"?campaign, spotlighting its unmatched audience-targeting tools. The campaign aims to reduce ad spend waste and emphasizes LinkedIn’s unique ability to connect advertisers with over 1 billion users, enabling precise targeting by industry, role, and more. [LinkedIn]
?? That's it for this week!
Now, you are ready to kick-start your week with all the knowledge unpacked.
Hopefully, with a bit of comfort and some new ideas in mind.
Google Ads Specialist | PPC - SEM
1 个月Thank you and grateful ??? Yoann ??
?? 3/3 Join My PPC Masterclass | $1B Google Ads Audited | Top 100 PPC Freelancer, Consultant & Coach | Building PPC Profit Club ????
1 个月??????
I'm honored to be mentioned among such legends as contributors! Big up for a smashing 2025!
Google Ads Specialist | Lead Gen | CRO Specialist | CXL Certified
1 个月Amazing
LinkedIn Ads and Google Ads Manager | Freelancer & Consultant | mrppcmarketing.com
1 个月Thanks for the mention! Follow for more LI Ads and Google Ads insights ??