PPC News May 2024

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Google Analytics 4

Enhanced Time Interval Analysis

Google Analytics 4 now allows users to analyze graph data based on different time intervals. This update is crucial for enhancing data analysis and visualization.

Flexibility: View data at daily, weekly, or monthly levels to identify trends, patterns, or anomalies.

Context: Different time frames provide varied insights—daily for specific events, weekly for day-of-week patterns, and monthly for long-term trends.

Comparison: Easily compare performance across similar periods.

Data Visualization: Simplify large datasets by viewing data monthly, or focus on daily details to pinpoint specific issues or successes. (source)?

Google Ads

New Profit Goal for Pmax Campaigns

At Google Marketing Live 2024, Google introduced the "Profit goal" for Pmax campaigns. This feature operates with two models simultaneously: Conversion value data and Profit data. Advertisers can set gross profit margins directly in their GMC Feed. While it doesn't account for additional costs like shipping, and it doesn't equate a high ROAS to a similar POAS, this tool is a step towards more profit-focused bidding strategies. (source)

Launch of SGE AI Overview in the US

Google announced the launch of Search Generative Experience (SGE) AI Overviews in the US, offering fewer ads but more information-rich content. However, Google Ads will still be integrated:

• Shopping Ads will appear directly under the AI Experience. Enhancing your Shopping Feed with comprehensive attributions and relevant keywords in titles and descriptions is crucial.
• Instead of traditional Google Search Ads, AI Overviews will feature prominent Google Maps Ads, likely driven by Pmax campaigns utilizing location assets. Local businesses should optimize their Pmax campaigns to appear in these relevant local searches. (source)?

Demand Gen Beta: Set Ad Format Preferences

Google's Demand Gen campaigns now include a beta feature called "Set ad format preferences," allowing advertisers to choose specific formats for their ads. The available formats include:

• In-stream: Plays before, during, or after other videos, skippable after 5 seconds.
• In-feed: Appears in YouTube’s watch-next, home, and search feeds, as well as Discover and Gmail feeds.
• Shorts: YouTube’s short-form video feed, where users can skip the ad anytime. (source)?

Broad Match Keyword Prioritization Update

Google Ads has quietly updated the broad match campaign setting, affecting keyword prioritization:

• Enabling broad match will convert all keywords to broad match, prioritizing them as if both broad and exact match versions are present.
• If an exact match version exists in a separate campaign, the keyword with the highest Ad Rank will enter the auction, highlighting the enhanced prioritization power of broad match keywords. (source)?

Global Rollout of Google Ads Data Manager

Google Ads Data Manager is now available globally, allowing advertisers to manage all their data, integrations, and connected products in one place. This tool offers substantial value and improved efficiency in data management. (source)

Upcoming Meridian Marketing Mix Model

Scheduled for release later this year, the Meridian Marketing Mix Model will provide a powerful tool to measure marketing effectiveness. Details on integration, possibly with GA4, are still unknown, but this model holds promise for deeper marketing insights. (source)

Reduced Threshold for Demand Gen Audience Lists

Google has lowered the threshold for Demand Gen audience lists, allowing advertisers to build lookalike audiences from lists as small as 100 users, down from the previous requirement of 1,000 users. This change significantly enhances targeting capabilities, especially for smaller audiences, and is a highly positive development. (source)

Video Action Campaign Enhancements

Google Ads has introduced updates to Video Action campaigns, including a default opt-in for video enhancements and the rollout of shorter video enhancements to more accounts. When creating a new Video Action campaign, Google can automatically produce shorter versions of your videos, highlighting key moments while preserving the original message and appearance. (source)?

YouTube

Animated Image Ads for YouTube

Google has introduced Animated Image Ads for YouTube, a new ad type automatically created using existing images and product feeds from your account. This innovative ad format combines these elements into a dynamic unit, enhancing engagement. Advertisers using product feeds in their Demand Gen campaigns have seen a 33% increase in conversions at similar CPA. (source)

Stickers for YouTube Shorts Ads Coming Soon

Google will soon roll out Stickers for Shorts ads. These clickable stickers will be created from your existing account assets, product feeds, or app store listings and overlayed on Shorts videos. This feature aims to enhance interactivity and engagement, tapping into the playful nature of the Shorts format. (source)

Meta

Multi-Advertiser Ads for Instant Forms

Meta is introducing multi-advertiser ads for instant forms. Enable this feature in Meta Ads Manager to showcase your instant forms alongside those from other businesses. Post-submission, users will see ads with relevant products and services, facilitating additional form submissions. These ads will appear on Facebook and Instagram Feed, Video on Facebook, and Facebook Stories/Reels. (source)

New Ad Placement: Instagram Profile Reels

Advertisers can now select ‘Instagram Profile Reels’ as an ad placement. Found under the Stories and Reels placements overview, this feature allows ads within the Reels feed of public Instagram profiles. Ensure to review and exclude specific profiles to maintain brand safety. (source)

Facebook Ads Get Site Links

A significant update allows the addition of site links to Facebook Feed ads, similar to Google Ads. Advertisers can display multiple landing pages, enhancing ad information and user navigation. Available for ads using ‘Website’ conversion location in Traffic, Engagement, Leads, or Sales objectives. A minimum of 3 and up to 20 site links can be added per ad, with site links shown below the main image or video. (source)

‘Compare in Chart’ Feature in Ads Manager

Meta Ads Manager introduces the ‘Compare in Chart’ feature, enabling comparison of multiple campaigns, ad sets, or ads. Select up to three charts from Performance, Engagement, and Conversions metrics for a comprehensive comparison, streamlining analysis and decision-making. (source)

Renaming of Advantage+ Audience to ‘Audience’

Meta is updating the audience targeting section by renaming ‘Advantage+ audience’ to ‘Audience’. This new default setup uses targeting inputs as suggestions but allows switching to more controlled settings to restrict targeting by location, age, gender, and custom audiences. (source)

‘Advantage’ Label Removal from Targeting Options

Meta is removing the ‘Advantage’ label from targeting options. The ‘Advantage custom audience’ is now ‘Use as a suggestion,’ meaning your inputs will guide but not limit audience targeting, potentially improving ad performance. (source)

Brand Safety Controls Across Multiple Accounts

New controls in ‘Brand Safety and Suitability’ allow inventory filters to be applied across multiple ad accounts. Select an inventory filter (expanded, moderate, or limited) and apply it to other accounts with a single click. (source)

AI-Powered Image Expansion in Reels

Meta extends AI-powered ‘Image Expansion’ in Advantage+ creative to Facebook and Instagram Reels, enhancing image naturalness and saving advertisers time. (source)

Multi-Destination Product Ads for Reels

Reels ads are now more dynamic with multi-destination product ads. Previously limited to static images, this feature now supports catalog-based videos, enhancing the Reels experience on Facebook and testing on Instagram. (source)

Microsoft

Microsoft Copilot Now Available on Microsoft Advertising

Microsoft Copilot, now generally available, leverages AI to transform the search experience. In partnership with Axel Springer, Copilot integrates Microsoft Advertising with AI chat experiments to enhance search habits and significantly boost click-through rates. This innovative tool is set to revolutionize traditional search advertising. (source)

Fast Track Campaigns: Launch with Ease and Optimize with AI

Microsoft’s Fast Track Campaigns enable advertisers to quickly launch campaigns using pre-built templates and AI-powered tools. Features like Campaign Health Check, email notifications, and Smart Bidding help optimize performance. Since December 2023, this platform has unlocked over $1.4 million in budgets, with 69% of new advertisers and 31% launching additional campaigns. Fast Track Campaigns offer real-time management and optimization using first-party data, providing better control over advertising efforts. (source)

What's new in Dotidot

Design improvements for better user experience

We have made several changes to our app's design to enhance the accessibility and usability of its features. Here are some key improvements:

• Enhanced clarity of infoboxes: The infoboxes for rules and variables have been redesigned to deliver clearer messages.
• Updated Core components: Icons, charts, and modals have been updated for a more intuitive and cohesive user experience.
• Performance enhancements: Server and code optimizations have been implemented to improve the app's speed.

Facebook importer BETA closed

Facebook campaign importer BETA feature has been removed from the app for now. Our testers have provided valuable feedback, and we will now focus on fixing the reported bugs and implementing your suggested improvements. A huge thank you to all our testers!

Improvements and features

• We have updated the Facebook API to the newest version. Only one location targeting option remains, similar to the ad system.