?? Paid Search Edition (W45)

?? About PPC News ??♀?

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Paid Search

[Issue No. 135 - Nov 4th to Nov 10th]

?? Trending

Google Ads Rolls Out Brand Guidelines for PMax Campaigns

Google Ads’ Brand Guidelines settings for Performance Max (PMax) campaigns are now live in select accounts. First announced at Google Marketing Live, these controls allow advertisers to refine brand representation in automated assets.

Key Features:

• Business Name: Required, may appear in ad text.
• Logo: Square logo required, landscape optional.
• Custom Colors & Font: Optional, for video and display ad customization.

You can set these assets at the campaign level, with Google AI leveraging final URLs to suggest brand elements. This update aims to enhance brand consistency in PMax campaigns, with access rolling out globally. [LinkedIn]

?? 1st Contributor: Dario Zannoni

Google Demand Gen Shifts from Audiences to Signals

Google’s Demand Gen campaigns have moved from audience-based to signals-based targeting, similar to Performance Max. This shift emphasizes AI-driven optimization, providing broader reach but less direct targeting control, aiming for enhanced discovery and audience engagement. [LinkedIn]

?? 1st Contributor: Thomas Eccel

Google Merchant Center Adds "Sale Events" to Simplify Promotions

Google Merchant Center’s new "Sale Event" feature lets U.S. merchants advertise store-wide or category-based sales without mapping each product individually. This update supports general sale announcements, flexible discount options, and category promotions, making it easier for merchants to reach customers through free listings. Designed to simplify the process, this feature expands visibility for broader sales. [LinkedIn]

?? 1st Contributor: Dario Zannoni

Google Ads

New Manual Process for Google Partner Free Ad Credits

Starting last week, Google Partner ad credits for new clients will require manual rather than automatic application. Partners can choose from three ad credit options to best suit client needs, but proactive management is now essential to ensure credits are allocated. [LinkedIn]

?? 1st Contributor: Anthony Higman

New Brand Report for Upper-Funnel Insights

Google Ads has introduced a new "Brand Report" feature within the Insights section, enabling advertisers to assess the reach of their Video, Demand Gen, and Display campaigns. This tool provides insight into upper-funnel activities, helping marketers evaluate brand awareness and engagement. While the feature is currently rolling out and may not be available in all accounts, it is expected to be accessible to all users soon. [LinkedIn]

?? 1st Contributor: Patrick Gehn

Easier Access to Automated Asset Settings

Google Ads has recently enhanced its user interface, making accessing and managing automated asset settings significantly easier. Previously, these settings were hidden, but now you can find them directly within the "Assets" section.

To review and adjust your account-level automated asset settings, navigate to the "Assets" tab and select "Account-level automated assets" from the options. [LinkedIn]

?? 1st Contributor: Anthony Higman

New Contact Preferences: What You Need to Know

Google recently introduced new options for users to manage how they’d like to receive communications, including choices like phone, SMS, or messaging apps. Although some expected it would reduce contact, blocking communications entirely is impossible. Google can still reach out through other available contact methods.

?? 1st Contributor: Scott Carruthers

Local Service Ads

Google to Discontinue Local Services Ads App in January 2025

Google will retire its Local Services Ads (LSA) mobile app on January 6, 2025, shifting campaign management to the browser interface. Advertisers can access all LSA features via ads.google.com/localservices, ensuring continuity without performance impact. [X]

?? 1st Contributor: Anthony Higman

Google Ads Editor

Google Ads Editor v2.8 Released

Google Ads Editor v2.8 brings a range of new tools, including AI-generated image creation, seamless export to Google Sheets, and a resizable error pane. Additional updates include brand guidelines for Performance Max, video enhancements, and new targeting controls for Demand Gen campaigns, making campaign management more streamlined and flexible. [Google Ads Editor]

Google Policy

Google Ads Personalized Ads Policy Update for Social Casino Apps

Starting December 4, 2024, Google Ads will permit personalized ad targeting for social casino game app campaigns. The policy change excludes social casino apps from the gambling-sensitive interest category, enabling targeted ads for these apps while other gambling ads remain restricted. [Source]

Microsoft Ads

Microsoft Ads Unveils Copilot Enhancements and New Video Ad Features

Microsoft Advertising’s latest updates include enhanced Copilot diagnostics and new video ad performance tools. Advertisers can now import Google Ads Video campaigns and target audiences on Connected TV, while impression-based remarketing and improved Shopping Audience setups refine ad reach and engagement.

1. Copilot Enhancements

Microsoft Copilot, the AI-driven assistant, has been upgraded to offer a more user-centric advertising experience. These tools give advertisers quick insights into campaign performance, facilitating efficient management and timely adjustments.

2. Video Ads Performance Features

Performance features previously available for display ads have now been extended to video ads. These include bid strategies such as manual CPM, enhanced CPC, maximized conversions, and targeted CPA.?

Audience targeting?options now include?In-Market Audiences,?Dynamic Remarketing and Custom Audiences. Other audience features include Combined Lists, LinkedIn Profile Targeting, Predictive Targeting, and?Impression-based remarketing.

3. Google Ads Video Campaign Import

Advertisers can now import Google Ads Video campaigns into Microsoft Advertising, streamlining cross-platform campaign management. This feature is available globally, excluding China.

4. Connected TV Ads

Audience targeting for Connected TV ads is now available, enabling advertisers to reach users on smart TVs and connected devices. Targeting options include in-market audiences, similar audiences, customer match, and remarketing.

5. Shopping Audience Campaigns

Enhancements to Shopping Audience campaigns include:

• Improved Setup Workflow: A streamlined process for creating Shopping Audience campaigns, reducing setup time and complexity.
• Product Groups: The ability to create and manage Product Groups within Shopping Audience campaigns, allowing for more customized ad management and optimization.

These updates aim to provide advertisers with advanced tools and features to optimize their campaigns and improve audience engagement. Microsoft encourages user feedback to continue enhancing its advertising products. [Source]

Google Ad Manager

New Tools and Features for Streamlined Ad Management

Google Ad Manager’s latest update introduces bulk category mapping for PPS, customizable workspaces, and a new data transfer permission to streamline access management. Publishers must resubmit W-8 tax forms from 2021 by December 31, 2024, and new audience segment targeting for Video Ad Rules is now live. In-app browser targeting is also coming soon. [Source]

Google Ad Manager's new curation capabilities make it easier for agencies to access premium inventory and audiences, streamlining workflows, enhancing forecasting, and simplifying direct deals with publishers. Supported by partners like IAS, LiveRamp, and Lotame, this feature allows agencies to activate data segments directly from Google Ad Manager, improving control over auction packages and targeting efficiency. Georgi Zayakov [LinkedIn]

?? Tests Spotted in the Wild

Google Testing Ads Integrated with Organic Search Results

Google continues its dynamic ad placement experiment, blending ads within organic search results. This shift, which started last year, has recently been more noticeable, with users spotting ads interspersed mid-page rather than at the top or bottom.

Ginny Marvin confirmed that this testing with "dynamic ad placement" is ongoing. [SEJ]

Bing Introduces "Sponsored" Label for Ads to Enhance Transparency

Bing has rolled out a "sponsored" label across its search ads, transitioning from the more straightforward "ads" tag. This move aims to increase ad transparency across all browsers and searches. The new label is complemented by Bing's "lightbulb insights" feature on ads, offering users additional context on sponsored content. [SEJ]

?? Privacy & Compliance

Canada Orders Shutdown of TikTok’s Canadian Business

Canada has ordered TikTok to close its Canadian operations due to national security concerns but will still allow users to access and create content on the app. TikTok plans to contest the decision, citing potential job losses. [Reuters]

Google to Resume US Political Ads Following Post-Election Pause

Google has lifted its temporary ban on U.S. political and election-related ads, effective November 11. This policy change automatically resumes paused ads, allowing campaign-related content to run across Google’s ad platforms. [Source]

Instagram Introduces AI for Age Verification and Teen Protection

Meta plans to implement AI on Instagram to detect users misrepresenting their age, targeting teen safety and privacy. Using an "adult classifier" tool, the system analyzes profiles, interactions, and birthday messages to categorize users over or under 18, automatically adjusting privacy settings for younger users. [Bloomberg]

Australia Plans Social Media Ban for Under-16s

Australia's government is set to introduce legislation banning children under 16 from using social media to address concerns about online safety. The proposed law, targeting platforms like TikTok and Instagram, aims to mitigate risks without penalizing users, focusing enforcement through the eSafety Commissioner. [BBC News]

DoubleVerify Expands Brand Safety and Suitability Tools for Snap Ads

DoubleVerify (DV) has integrated its brand safety and suitability measurement for Snap, allowing global advertisers to authenticate ad placements on Snap’s platform. Utilizing DV’s AI-powered classification, brands can ensure their ads align with safe content, preserving reputation and maximizing ad performance. [DoubleVerify]

??? Advertising News

Pinterest Hits Record High User Numbers in Q3

Pinterest gained 15 million new users in Q3 2024, reaching a record 537 million monthly active users and reporting $898 million in quarterly revenue. The platform’s focus on AI-driven shopping features and market expansion has fueled steady user engagement and revenue growth. [Q3 Report]

?? Tips of the Week

Hidden Google Ads Settings That Can Impact Your Budget

Specific default settings in Performance Max (PMax) and Demand Gen can lead to unexpected costs when setting up Google Ads campaigns. For instance, location targeting in PMax includes broader audience groups, and default settings like URL expansion and asset creation are enabled.

In Demand Gen, optimized targeting and the video partner network can broaden audience reach, sometimes beyond intent. Double-check these settings post-launch to control ad spending and maximize ROI. [LinkedIn]

?? 1st Contributor: Thomas Eccel

Protect Your Brand by Adding These Negative Keywords

To prevent unintended matches, consider adding your brand name and phone number as negative keywords across all campaigns except brand-specific ones. This step helps avoid high-cost clicks on branded terms, which can sometimes occur in non-brand campaigns due to automated keyword matching. Without this safeguard, your brand terms may match high-cost keywords, potentially spiking your CPC from $3 to $200. [LinkedIn]

?? 1st Contributor: Anthony Higman

Using Portfolio Bid Strategies in Experiments

For better A/B testing in Google Ads, here’s how to use portfolio bid strategies in experiments - despite Google’s default restrictions. Start by setting the experiment bid strategy to any setting, schedule it as usual, and then apply your chosen portfolio bid strategy to the campaign arm. This enables bid caps and data sharing with other campaigns, which is beneficial for low-volume accounts that need shared conversions for optimal performance. Better experiment methods drive more leads and better ROI. [LinkedIn]

?? 1st Contributor: Chris Chambers??

Optimize Negative Keywords with This PPC Trick

For strong "other" impressions, use the asterisk in search results to reveal top-related queries. Identify unwanted search terms and add them to your Negative Keywords List to improve targeting and ad performance. Inspired by Artur MacLellan’s keyword insights![LinkedIn]

?? 1st Contributor: Roger Cooney

Primary vs Secondary Conversion Actions for Lead Gen

If you're setting offline conversions to "secondary" in Google Ads, it's time to rethink. The algorithm learns only from primary conversions, so it's like starting from scratch when you eventually switch to optimize for QLeads or Deals. Instead, make offline conversions primary right away - this way, the algorithm builds data on both website leads and offline goals in parallel, giving you smoother performance when you’re ready to focus on offline results. [LinkedIn]

?? 1st Contributor: Niklas Buschner ??

Expert Perspective

From my conversation with Google at a smart bidding roundtable, I gathered that they were testing a feature to allow learning from secondary conversions in leadgen funnels. This would enable optimization based on actions higher in the funnel while waiting for enough data to optimize for the "end action," which might take longer to achieve. They didn’t reveal exactly how it would work in practice, though. Frederik Boysen

Resources

Automate CPC Range Analysis for Optimal Performance

This script for Google Ads helps automate CPC analysis for non-branded search campaigns, focusing on target CPA with max CPC caps. By categorizing data into CPC ranges, it provides insights on conversion volume, CPA, and clicks—offering recommendations on optimal CPC ranges for the portfolio bidding strategy. Perfect for saving time and reducing manual analysis. [See Script]

?? 1st Contributors: Quint van der Meer / Denie Geertzen ?? / Bernt Muurling

/

?? Go Further

Meta Ads

Meta Ads Manager Launches Enhanced 'Breakdown'

Meta’s new 'Breakdown' feature in Ads Manager allows advertisers to analyze performance across multiple dimensions - such as age, gender, placement, and device - without reloading tables. Before this update, you could only select to view results by 'Trend' or 'Bar' charts. [LinkedIn]

?? 1st Contributor: Bram Van der Hallen

Meta Expands Target Frequency to Auction-Based Ads

Meta now allows Target Frequency controls for auction-based campaigns, previously available only for reserved ads. This feature offers weekly frequency caps for awareness and engagement ads, giving advertisers more control over audience exposure. [LinkedIn]

?? 1st Contributor: Bram Van der Hallen

Meta Adds 1-Day Engaged-View Attribution for Video Ads

Meta has introduced a default 1-day engaged-view attribution for conversion campaigns, counting conversions from users who engage with video ads for at least 10 seconds. This setting can expand reach but may influence campaign performance metrics by including more engaged viewers in conversion tracking. [LinkedIn]

?? 1st Contributor: Bram Van der Hallen

Meta Ads Introduces 'Flexible Media' Option

Meta's new 'Flexible Media' feature allows media assets to adapt across different placements in manual Sales campaigns, aiming to improve performance by optimizing media delivery. While details are limited, the feature may resize or repurpose assets for broader placement use. Until there's more clarity, it may be wise to monitor its impact or consider disabling it for more control. [LinkedIn]

?? 1st Contributor: Bram Van der Hallen

TikTok Ads

TikTok Introduces "Smart+" Incentive Program for Advertisers

TikTok has launched "Smart+," an incentive initiative for PMax ad campaigns that do not reach their target ROAS or CPA. This program provides ad credits to eligible campaigns that meet specific criteria, offering support to advertisers aiming to optimize ad performance. [LinkedIn]

?? 1st Contributor: Thomas Eccel

Amazon Ads

Amazon DSP Adds Alexa as a New Supply Source

Amazon DSP now includes Alexa as a supply source for video ads, allowing advertisers to target Echo Show users through self-service online video campaigns. This integration expands reach, enhancing brand visibility by placing video ads on Alexa-enabled devices. [Amazon Ads]

Amazon Ads Introduces Dynamic Segments

Amazon Ads has launched Dynamic Segments, a machine learning-based feature that identifies and targets audiences likely to engage with ads. This tool leverages first-party shopping signals and website insights to enhance targeting accuracy and optimize campaign performance. [Amazon Ads]

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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:

• Pacing (or volume) targets: like budget (cost), conversions, conversion value, or clicks.
• Efficiency (or ratio) targets: ROAS, CPA, or CPC.

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 ?

?? 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.

Your turn. How can you help as well?

?? Share your unique and genuine perspective on those changes by reposting this newsletter so it can continue to help others.

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