?? PPC News: Paid Search (W26)
??? 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! ??
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82% of the accounts we check have language mistakes in live text ads. ??
Until now, there was no way to check thousands of ads on all sorts of language errors in 30 different languages.
Of course, you can still check your ads manually. It would take you many hours each month, and you’ll probably still miss issues. ???
Also, many PPC experts manage campaigns in languages they aren't fluent in, making it more likely that they will make (or not notice) errors.
Try our spelling, style, and grammar checker with a free account ?.
Personal opinion:
It works even in French, and this has been very helpful to me when onboarding new accounts, ensuring they are correctly written (even at the extension level), and avoiding mistakes made by the previous agency. You can easily avoid pitfalls or screenshots from your clients."
?? Paid Search
[Issue No. 116 - June 24th to June 30th]
Google Ads
Improved Brand Traffic Management
Google ads offer enhanced brand controls with brand inclusions in broad match campaigns and brand exclusions across all match types and Dynamic Search Ads.
(1) Brand inclusions in broad match campaigns: This update ensures your ads match only queries related to your brand name in broad match campaigns. It recommends switching brand-focused campaigns to broad matches and applying brand inclusions.
(2) Brand exclusions across all match types + DSA: These are already available in Performance Max; brand exclusions will soon be available in Search. It will allow you to prevent ads from showing on specific brand queries and misspellings across all match types and Dynamic Search Ads.
(3) Increased Visibility for Misspelled Queries: Google Ads has updated its search terms report to aggregate misspelled queries under its correctly spelled version, increasing visibility from "hidden search terms" by 9%. This update also extends to negative keywords, allowing advertisers to exclude all misspellings with a single negative keyword. [Google Ads]
Supporter: Ginny Marvin [LinkedIn]
New tROAS insight box for PMax and Standard Shopping campaigns
Google Ads has introduced a new tROAS Insight Box for Performance Max and Standard Shopping campaigns. This feature displays whether your actual ROAS is within the expected range, using a graph that shows weekly ROAS averages and projected conversions.
According to Google, while some conversion values may exceed or fall below your target, the overall aim is to keep your conversion value per cost equal to your target ROAS.
?? 1st Contributor: Thomas Eccel [LinkedIn]
4 ways to find great prices on Google during summer sales
Google's new shopping tools can help you find the best summer deals. The updated deals destination displays the latest offers and allows for price comparisons across retailers. You can view membership prices and discounts from retailers such as Best Buy and Petco, and get price insights to check if a deal is good based on historical data.
Plus, you can set price tracking alerts to be notified when an item's price drops. [Google]
Google Ads IOS Notifications Now Offer Expert Consultations
Google continues its efforts to reach clients, including an iOS notification. Since some of my clients have enabled Performance Max without seeing enough conversions or using Google Ads daily, I recommend caution.
?? 1st Contributor: Menachem Ani ??
Supporter: Adriaan Dekker
Video Ads
Introducing Cross-Media Reach
Google Ads has introduced Cross-Media Reach Measurement, a tool to measure deduplicated, on-target reach and frequency across YouTube and TV video campaigns. It helps advertisers compare the reach efficiency of their Video Reach and Video View Campaigns, providing insights to optimize campaign planning and investments. Reports can be generated for digital video only or digital video plus traditional TV, with the latter available in select countries.
[Google]
Local Service Ads
Google Introduces Automated Lead Credits for Local Services Ads (LSAs)
Starting in July, Google will automate lead credits for Local Services Ads (LSAs) to enhance efficiency and fairness by automatically crediting poor-quality leads without manual disputes. Machine learning models will review all leads and credit invalid ones typically within 30 days, though "Job type not serviced" and "geo not serviced" leads will not be credited.
This change may benefit some but could negatively impact others, especially in high-cost verticals like legal services. In injury law, leads can cost over $400 per call, and relying on AI for dispute decisions raises concerns about accuracy and fairness when real money is involved. Anthony Higman
?? 1st Contributor: Anthony Higman [LinkedIn]
Merchant Centre
Product Studio Expansion
Product Studio is now available to UK, Indian, and Japanese merchants. Merchants with Merchant Center Next accounts in the US, UK, Canada, Australia, India, and Japan can access these free AI-powered tools to create high-quality images for marketing channels.
New updates include:
Upcoming features will allow static images to be turned into videos and generate visuals matching your brand's style from a reference image.
Supplemental Feed Coming to Merchant Center Next
The Supplemental Feed feature is now available in Merchant Center Next. To check if it's available in your account, you can go to Settings > Add-ons.
?? 1st Contributor: Emma J.
Supporter: Mark Grasmayer
This feature was also announced as starting for the beginning of July during a presentation by the Google Marketing team.
Supporter: Hana Kobzová (Website)
?? Spotted in the Wild
Auto-Generated Images in PMax Ads
When adding images to Performance Max (PMax) ads, Google Ads suggests auto-generating horizontal images from vertical assets by adding a blurred background. This feature helps ensure ads maintain visual consistency even without horizontal images. [source]
?? 1st Contributor: Joey Huijsmans
Supporter: Adriaan Dekker
Microsoft Ads
IAS Expands Partnership with Microsoft Advertising
Integral Ad Science (IAS) is expanding its partnership with Microsoft Advertising to offer post-bid third-party measurement for brand safety, viewability, and invalid traffic across Microsoft’s advertising platforms. Advertisers can now leverage IAS’s measurement solutions for native, video, display, and CTV campaigns, enhancing their ability to reach verified users and protect brand equity. [IAS]
Programmatic
Display & Video 360 to Roll Out Major Reporting Updates in July 2024
Google has announced significant updates for Display & Video 360 and Campaign Manager 360 starting in July 2024. These changes include privacy enhancements, conversion modelling improvements, and various reporting updates.
Key Updates:
These updates aim to improve privacy compliance and reporting accuracy and streamline platform terminology. Users should prepare for these changes to ensure smooth transitions.
Supporter & Image Credit: Swipe Insight
?? Privacy & Compliance
Updates to Healthcare and Medicines Policy (August 2024)
In August 2024, Google Ads will update its Healthcare and Medicines policy to include a certification for public health and safety awareness campaigns in France. Governmental or well-established non-profit health advocacy organizations will be allowed to use prescription drug terms, including opioid painkillers, in ad text, landing pages, and keywords.
Advertisers must apply for certification with Google starting 27 August 2024. Policy violations will not result in immediate account suspension; a warning will be issued at least seven days before any suspension
Consent Management Required for Search Ads Publisher Products
Effective July 31, 2024, Google is updating its consent management requirements for AdSense for Search, AdSense for Domains, and Programmable Search Engine in Switzerland to align with EEA and UK standards. Advertisers must use a certified Consent Management Platform (CMP) integrating with the Transparency and Consent Framework (TCF) or implement the 'ivt' parameter in ad requests.
Image Credit: Adriaan Dekker [Website]
EU vs. Apple: Legal Battle Intensifies
The EU Commission has launched new investigations into Apple for potential breaches of the Digital Markets Act (DMA). Preliminary findings suggest Apple's App Store rules violate DMA guidelines by restricting developers from steering consumers to alternative channels.
Additionally, the EU is examining Apple's new contract terms for developers, including a "Core Technology Fee" and complex processes for downloading alternative app stores. Apple can respond to these allegations, with potential fines reaching up to 10% of its global turnover or 20% for repeated offences.
[Europa]
Supporter: Luiza Jarovsky [LinkedIn]
UN Adopts Global Principles for Information Integrity
The UN has adopted Global Principles for Information Integrity, acknowledging the role of ad tech intermediaries in monetizing hate, harassment, and disinformation. These principles emphasize greater transparency and responsible human rights advertising policies.
Sarah Kay Wiley, Policy Director at Check My Ads, praised the move, highlighting the importance of advertisers knowing where their money will combat harmful content. Wiley encourages regulators to adopt these guidelines to curb the financial incentives behind disinformation.
New York Signs Parental Control of ‘Addictive’ Social Media Feeds into Law
Governor Kathy Hochul has signed two bills to reduce social media's negative impacts on children. The first bill, the Safe for Kids Act, allows parents to restrict their children from seeing algorithmically suggested posts on apps like TikTok and Instagram. It limits feeds to accounts they follow and blocks notifications between midnight and 6 am. The second bill imposes stricter limits on the collection, use, sharing, and selling of minors' data.
The new laws will undergo a rule-making process before taking effect, and social media companies are expected to challenge them. The New York State Attorney General, Letitia James, will develop rules for verifying user age and parental consent. These steps position New York as a leader in addressing the youth mental health crisis linked to social media use.
Image Credit: The Guardian
Launch of USvGoogleAds.com: Tracking the Google Antitrust Case
Google's control over digital advertising is under scrutiny as the DoJ and several states challenge their dominance and anticompetitive behavior. The new site, USvGoogleAds.com, aims to break down the key arguments, terms, and evidence of the case, making the adtech industry's complexities more accessible to publishers, advertisers, and consumers.
?? 1st Contributor: Sarah Kay Wiley [LinkedIn]
领英推荐
?? AI Developments
First-Ever AI Commercial Featuring SORA
Created by Native Foreign for Toys "R" Us, the first-ever AI commercial starring SORA has been unveiled. This groundbreaking advertisement marks a significant step in integrating AI technology into mainstream media, showcasing the innovative potential of AI in marketing and entertainment.
?? 1st Contributor: Dogan Ural [LinkedIn]
Sidekick: AI-Enabled Commerce Assistant
Sidekick, now in early access, provides context and guidance to help you make informed decisions, resolve tasks, and leverage all Shopify features. It understands your products, orders, and customers, generating customer segments and offering analytics insights.
Google Using AI Overviews on Business Profiles
Google has started using AI Overviews to write descriptions for local panels on Google Business Profiles. This change, spotted by Joy Hawkins, means the descriptions shown are now generated by AI rather than entered by the businesses themselves.
While Google had previously tested allowing enterprises to use AI for descriptions, this new approach directly integrates AI-generated content into profiles, raising concerns about accuracy and potential issues.
?? 1st Contributor: Joy Hawkins [X]
Google has updated its AI Overviews (AIOs)
Google has updated its AI Overviews (AIOs) layout with website links now at the top and a new response structure. Coverage varies across different verticals.
?? 1st Contributor: Bart Goralewicz [LinkedIn]
?? Advertising News
Where Are Paid Search Advertisers Spending the Most on Google?
According to Smarter Ecommerce (smec), an analysis of over €2 billion in ad spend revealed that the share of search campaigns dropped from 39% to 21%, with a -3.8% year-over-year growth rate. This trend indicates an increasing preference for product listing ads such as Shopping and Performance Max (PMax).
The growth of PMax slowed down compared to Shopping, but interest picked up again after Google introduced brand controls and search term reporting.
YouTube is Winning the TV Streaming War!
According to Nielsen's latest snapshot, YouTube accounts for 9.7% of total TV time, second only to Netflix among streaming platforms. Its extensive library of user-generated content, viewer familiarity, and free ad-supported model drive this success.
?? 1st Contributor: Mansour Norouzi [LinkedIn]
Prime Day 2024: July 16 and 17, 2024
Prime Day is Amazon's biggest annual deal event, held exclusively for Prime members on July 16 and 17, 2024. Prime members can access amazing product deals from top brands and small businesses across various categories. [Amazon]
Amazon is launching a Temu-inspired Chinese brand marketplace
Amazon is launching a Temu-inspired Chinese brand marketplace, selling unbranded items with 9-11-day delivery. This raises concerns for US sellers about participation and direct shipping to Amazon's China warehouse. [The Information]
Google Discontinuing Infinite Scroll in Search Results
Google is moving back to paginated search results, discontinuing infinite scroll. This shift might be driven by data suggesting lower ad monetization with infinite scroll. For SEOs, this change could reduce user interaction with second-page results and beyond, as users will now need to click to access more results, potentially lowering impressions for deeper pages.
?? 1st Contributor: Chris Long [LinkedIn]
Target and Shopify Partner to Expand Product Assortment
Target has partnered with Shopify to offer select Shopify merchants' products on Target Plus, its curated third-party marketplace. This collaboration will bring new and trending brands like True Classic and Caden Lane to both Target.com and physical stores.
Shopify merchants can apply to sell on Target Plus via Marketplace Connect, enabling seamless order management. This partnership aims to provide consumers with a broader selection of affordable, high-quality products while allowing Shopify brands to reach new customers.
[Target]
Announcing 'Deals For You Days' on TikTok Shop
TikTok Shop is launching "Deals For You Days" starting July 9, featuring discounts on thousands of trending products. Brands like L'Oréal Paris, NYX, and Too Faced will offer exclusive savings, and creators like Tati Westbrook will host live shopping events.
During TikTok LIVEs, shoppers can enjoy deals on fashion, beauty, home essentials, and more, with interactive content challenges and real-time discounts. [TikTok]
?? 1st Contributor: Lindsey Gamble [LinkedIn]
Reddit Surpasses Facebook, Instagram, & X.com in Google Visibility
Reddit's search visibility has reached an all-time high, driven by the demand for authentic, peer-generated content. With 600M monthly visits and 90M daily users, Reddit offers significant opportunities for brands. Partnering with Brent Csutoras, we will focus on enhancing organic visibility, community creation, and LLM optimization on Reddit.
?? 1st Contributor: Bart Goralewicz [LinkedIn]
Yelp Unveils New Accessibility Features for Enhanced User Experience
Yelp has introduced new accessibility features, including searchable business attributes in collaboration with disability advocate groups, AI-powered alternative text for photos, and an Accessibility Resource Hub for business owners. These updates aim to help users with disabilities connect with local businesses more easily and improve the overall accessibility of the platform.
[Yelp]
?? Tips of the Week
Significant Increase in Google Ads Display Network Spend Since June
PPC specialists have reported a notable surge in budget allocation towards the Google Ads Display Network for many campaigns since June. This spike in spending has resulted mainly in low-quality, non-converting traffic, affecting brand campaigns more than non-brand ones.
Account managers observed that despite being opted into the Display Network for months, the significant budget increase only began recently, impacting overall campaign performance. To investigate, check the 'Network' section in your campaign settings and then look over the spend via 'Segment > Network' in Campaigns.
?? 1st Contributor: Anthony Tierney [LinkedIn]
Typical signs of wasted spend on the Display Network include a drop in CTR, skyrocketing impressions, decreased CPC, increased clicks, and no conversion uplift. This also results in losing valuable search term insights needed to optimize your search campaigns. Automatically created ads based on your search will appear unless you create image ads in the "Assets" section under the "Campaigns" tab. Thomas Eccel
Supporter: Thomas Eccel [LinkedIn]
Disable the automatic import in the Merchant Center
Emmanuel Flossie explains how to disable the automatic import of products in Google Merchant Center:
?? 1st Contributor: Emmanuel Flossie
Outlier Value Capping - Adjusting Google Ads Conversion Value
Monitoring a client's account, we identified high-value conversion outliers causing fluctuations in CPC and ROAS. By capping these values at the 95th percentile, we aimed to reduce their misleading influence on Google's bidding algorithm.
The four-month experiment showed a decreased CPC by 9%, a decreased CPA by 13%, an increased AOV by 3%, and an increased ROAS by 26%. Despite a 15% revenue drop due to reduced traffic, the efficiency improvements justified a broader rollout.
?? Resources
?? Webinars
ChatGPT: Talking to Your Data (Episode 418)
7 PPC Automations That Save You From Burnout
?? Explore Further
New AI Feature for Facebook Ads
Facebook Ads has introduced a new AI feature that generates backgrounds for key elements or creates similar image variations when you upload media.
Both options support custom text overlays and automatically save images to your Ads Media Library.
?? 1st Contributor: Bram Van der Hallen [LinkedIn]
Boost Organic Listings with Google Merchant Center Coupon Codes
Google now lets coupon codes appear in organic listings, yet many sites must utilize them. For large-scale eCommerce brands, leveraging Merchant Center coupon codes can enhance free listings, making them stand out in organic product grids and potentially improving rankings.
This feature allows sites to maintain clever offers over time, occupying more space in search results. Given its underuse, stores that adopt this feature now have a significant advantage. Have you set up ongoing coupon codes in the Merchant Center for your free listings?
?? 1st Contributor: Brodie Clark [LinkedIn]
Meta AI is Now Showing on WhatsApp
Meta AI and other characters on WhatsApp are optional services that can answer questions, teach, or help brainstorm. These AI features are currently limited to specific countries and only support English.
?? 1st Contributor: Arpan Banerjee
Introducing X Ads Academy
X Ads Academy is a new e-learning platform designed to help businesses and marketers create effective ad campaigns on X. It offers 31 courses and 4 certifications, covering fundamentals to advanced strategies. Professional marketers can earn badges to showcase their expertise, while beginners can follow step-by-step tutorials to optimize campaigns and maximize ROI. Content is updated in real-time to keep users updated on the latest features.
?? Book of the week
"Why Has Nobody Told Me This Before?" by Dr. Julie Smith
Feeling overwhelmed by emotions or struggling with bad moods and anxiety? Dr. Julie Smith's "Why Has Nobody Told Me This Before?" offers practical tools for mental well-being and is a book I'll be keeping on my shelf for a long time to come!
?? 1st Contributor: Scott Carruthers [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.
Founder & CEO at ADSQUIRE
8 个月Thanks for the mention Yoann!!
?? Google Ads Freelance Specialist (PPC services available) │ Top 1% LinkedIn Voices UK (Web Analytics & Paid Ads)
8 个月Thanks for the mention ??
Google Shopping Specialist & Google Ads Diamond Product Expert
8 个月Thank you for the mention
???? ???? Senior PPC Manager | Fractional Head of PPC | Dad | 2x Top 100 Most Influential PPC Experts | Empowering businesses to achieve digital maturity with confidence.
8 个月We want to give a special shoutout to our Paid Search contributors: Thomas Eccel, Menachem Ani ??, Adriaan Dekker, Anthony Higman, Emma J., Mark Grasmayer, Joey Huijsmans, Sarah Kay Wiley, Mike Ryan, Anthony Tierney, Emmanuel Flossie, Arpan Banerjee And our gratitude to those who help us see further: Dogan Ural, Joy Hawkins, Bart Goralewicz, Mansour Norouzi, Chris Long, Lindsey Gamble, Bart Goralewicz, Bram Van der Hallen, Brodie Clark, Scott Carruthers Feel free to add your perspective, share your thoughts, and suggest additional updates. You are also welcome to request an update on this piece, including correcting or adding a new update. Please feel free to add a comment or PM me.