Paid Media News & Opinion ?? #76
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?? PMax just got better ??
29th April 2024 ? PPC ? Source
???What’s happening
Google has announced 6 new features available (or, soon to be) within PMax campaigns. Still in Beta, they have announced Customer Value mode, which is a feature that enables PMax to optimise for high-value customers and then also Customer Retention, which aims to win back lost customers. Also in Beta a feature is being tested where advertisers can split test final url expansions in order to see which URLs leads to the best efficiency.
Outside of Beta we have two new insights available within PMax, including budget pacing insights and also detailed demographic affinity reporting, available within the audience insights section of PMax. Another handy feature announced is the ability for PMax advertisers to exclude IP addresses across their PMax campaigns.
???Why we care
All of these updates point in different ways to Google's continued efforts to ensure transparency and flexibility within PMax campaigns, these being the key concerns amongst advertisers whenever they are polled on questions pertaining to PMax.
The Customer Value mode is a very interesting update and one worth testing for advertisers after more premium users who Google deems as high value, based on 1st party data sources. This could help steer PMax towards generating higher value purchasers. Elsewhere, the demographics reporting is interesting in helping advertisers understand where their products are resonating most, although due to the pool of users Google has with a gender and age assigned, the utility of these insights may be limited.
?? Meta has sitelinks now!
???What’s happening
Facebook's new site links feature enhances ad campaigns by allowing multiple landing pages per ad, providing more options for engagement. Ads with site links offer horizontally scrollable display labels under the main image or video. We will be able to choose up to 20 links, or the system can suggest them based on the website URL. This feature supports Traffic, Engagement, Leads, and Sales objectives and only appears on Facebook Feed.
???Why we care
This update mirrors Google's sitelinks, within Meta's interactive ecosystem, allowing us to add multiple landing pages to a single ad. This means more dynamic and flexible ways to connect with audiences! We can showcase a variety of products, deals, and categories, capturing user interest and guiding them seamlessly through the sales funnel.
Meta's significant 27% ad revenue growth in Q1 2024 highlights that audiences are becoming more engaged with Meta's innovative features, while spending more time and money on the platform. The continued investment in AI-driven features allows us to optimise campaigns in new, interesting ways, delivering multi-faceted personalised ad experiences that drive conversions ??
?? ‘Low activity’ keywords to be automatically paused on Google Ads
30th April 2024 ? PPC ? Source
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???What’s happening
Google has notified accounts that active (enabled) keywords with no impressions in the past 13 months will be paused, similar to the automatic pausing of inactive ad groups announced in March.
This is to “help advertisers simplify their accounts and focus on keywords that drive results.”, although it’s unclear on the actual consequences of having low activity (zero impressions) keywords in the account. The update applies to all accounts but may not have any actual affect on your account.
???Why we care
Any well-maintained account will likely be reviewing and changing keywords regularly, so this update is more helpful for those not on top of optimisation, or those with several 10s of thousands of keywords. Ultimately, it’s a proactive step from Google to help clean up accounts.
There is a lot of debate in the community regarding impacts on account quality score. This indicator is not factored into the auction or bidding but is somewhat useful as a reference point, as explained by Navah Hopkins on LinkedIn here.
Don’t confuse ‘low activity’ for ‘low search volume’ – low activity in Google’s eyes is better labelled ‘zero activity’. Google has said that including low search volume keywords in your account will not harm your quality score. If you’re looking at pausing any keywords, take a wide time range and filter by impressions = 0. And remember that search keywords are not the same as terms.
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