?? PPC News: Paid Search (W33)

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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.

1. Identify branded search terms in Performance Max campaigns

We flag it when active Performance Max campaigns show ads on branded search terms, so you can exclude them (with brand exclusions).

1. Identify underperforming search term categories in Performance Max

We flag search term categories in your Pmax campaigns that are performing at least 20% worse than your specified target ROAS, CPA, or the campaign average.

Try our Target monitoring with a free account ?

?? Paid Search

[Issue No. 123 - August 12th to August 18th]

Google Ads Enhances Conversion Diagnostics

Google Ads has upgraded its Enhanced Conversion Diagnostics Tab, introducing Coverage over Time and Impact (Coverage + Match Rate) metrics.

The Enhanced Conversion Coverage metric reveals the percentage of eligible conversion events with sufficient user data, indicating how effectively your campaigns capture conversions. The Impact table now provides insights into coverage, match rate, and conversion uplift, enabling the optimisation of campaigns. [LinkedIn]

?? 1st Contributor: Thomas Eccel

Bulk Placement Exclusions Now Available for Demand Gen Campaigns

Google has updated its Demand Gen campaigns to allow bulk placement exclusions across all accounts, addressing a previous issue where this feature caused errors. This enhancement enables advertisers to efficiently exclude low-performing or brand-unsafe YouTube channel placements, improving campaign optimization. This functionality now works as intended, allowing advertisers to manage placements like negative keywords used in search campaigns. [LinkedIn]

?? 1st Contributor: Thomas Eccel

Dynamic Promotions Rolling Out in Google Merchant Center

Dynamic Promotions are now being gradually rolled out to more accounts in Google Merchant Center Next. Available for Shopping ads, this feature automatically adjusts product prices and creates discounts to maximize merchants' gross profits.

Two options are available: Automated Discounts, where Google applies the most effective discount within a defined range, and Dynamic Promotions (beta), which selects the optimal coupon from your pre-uploaded set. Google claims this feature can lead to higher conversions and greater business profits. [LinkedIn]

?? 1st Contributor: Hana Kobzová

Google Ads Eliminates 24-Hour Upload Lag for Offline Conversions.

Google Ads has announced that offline conversions and conversion adjustments can be uploaded immediately after the original conversion, eliminating the 24-hour delay previously required. This update significantly improves the timeliness of conversion data, especially for those using third-party attribution solutions.

To benefit from this change, remove any logic that delays uploads and adjust your application processes to accommodate this new immediacy. If you rely on event metrics, I want you to know that some events may appear as pending in v17. [Google Ads Developer]

?? 1st Contributor: Georgi Zayakov

High-Quality Photo: A New Key Factor in LSA Rankings

An email about the LSA (Local Services Ads) High-Quality Photo push suggests that high-quality photos may significantly influence LSA rankings. This could be challenging for businesses without high-quality assets, emphasizing the growing importance of quality visuals in local advertising. [LinkedIn]

?? 1st Contributor: Anthony Higman

YouTube Ads

YouTube Introduces Fewer, Longer Ad Breaks for Connected TVs

YouTube has launched an update introducing fewer but longer ad breaks during longer video sessions on connected TVs (CTV). This change is based on findings that 79% of viewers prefer ads grouped over spread throughout a video.

The update has resulted in 50% longer viewing sessions before the next ad break. Viewers can still skip ads within these longer breaks, and advertisers benefit from more engaging ad experiences without additional actions required. [YouTube]

Tests Spotted in the Wild

Google has confirmed it is testing an increased number of ads in the Google Shopping ad box, with some tests showing as many as 18 ads.

?? 1st Contributor: Barry Schwartz

[Seach Engine Roundtable]

Google Ads Policies

Google Ads API v15 Sunset Reminder

Google Ads API v15 will be sunset on September 25, 2024. After this date, all v15 API requests will fail, and you must migrate to a newer version to maintain uninterrupted access. Google provides resources for the migration process, including an upgrade guide and release notes, and suggests using the Google Cloud Console to monitor which API versions have been used recently. [Ads Developpers]

Google Delays Phasing Out Commission-Based Bid Strategies for Hotel Ads

Google has postponed the phase-out of commission-based bid strategies for Hotel Ads from October to February 20, 2025. This change affects only existing campaigns, as new campaigns have been unable to set commission-based strategies since April 30, 2024. The delay is due to the phasing out of third-party cookies and the need for more durable tracking solutions. Advertisers should prepare by transitioning to new bid strategies before the February deadline. Reconciliation for commissions will be available until November 30, 2025, after which advertisers will be invoiced for all conversions. [Google]

?? YouTube to Implement Limited Ad Serving Across All Ads by 2026

As YouTube matures and gains CTV market share, Google will introduce a "Limited ad serving" policy to YouTube ads starting in September 2024.

Similar to Google Ads' approach for new advertisers, this policy aims to validate advertisers' trustworthiness before allowing full ad delivery. By 2026, all ads on YouTube will be subject to this policy, potentially reducing the influence of bad actors and improving the overall ad environment on the platform. [Advertising Policies]

???? New Restrictions for Political Content Policy in British Columbia

In August 2024, Google will enforce new regional restrictions under its Political Content policy for British Columbia. The updated policy prohibits election advertising on Google platforms during pre-campaign if the ads promote or oppose a registered political party or candidate. During the campaign period, ads that take a position on issues associated with a political party or candidate are also banned. These changes align with similar restrictions already in place for Ontario. [Advertising Policies]

?? Pickup Method Becomes Optional for Local Inventory Ads

Starting September 1, 2024, the pickup method [pickup_method] will become optional for merchants using Local Inventory Ads (LIA). This change simplifies the inventory process for those using the pickup today or pickup later features, as the pickup method will no longer be required to enable pickup options for offers. [Merchant Center]

?? Postponement of Attribute Updates to April 2025

Google has postponed the deprecation of the energy_efficiency_class attributes in favour of the certification attribute, along with the removal of using the price [price] attribute for down payments in combination with the installment [installment] attribute. These changes will now take effect in April 2025, allowing more time for merchants to adjust to the new requirements. [Merchant Center]

Marketing Industry

?? Privacy & Compliance

DOJ Considers Breaking Up Google After Landmark Antitrust Win

Following a significant court ruling that found Alphabet Inc.’s Google monopolized the online search market, the U.S. Department of Justice (DOJ) is considering breaking up the company as one of several potential remedies.

Other options include forcing Google to share data with competitors and preventing it from gaining an unfair advantage in AI products. If pursued, this would be the most substantial breakup of a U.S. company since AT&T in the 1980s. The DOJ also considers divesting units like Android, Chrome, or Google Ads to restore competition. [Bloomberg]

Google Halts AdSense Monetization for Russian Publishers

Effective August 12, 2024, Google has stopped ad monetization for Russian publishers on AdSense, AdMob, and Ad Manager due to "ongoing developments" in the country. This move impacts Russian digital publishers, content creators, and app developers who rely on these platforms for revenue. Final payouts will be made in late August, provided payment thresholds are met. The decision could significantly affect the Russian digital economy, forcing publishers to seek alternative monetization methods. [Google Policies]

?? 1st Contributor: Ahmed Ali

noyb Sues Swedish DPA for Failing to Handle GDPR Complaints Properly

noyb is taking the Swedish Data Protection Authority (IMY) to court for merely forwarding GDPR complaints to companies without proper investigation, violating EU law. Despite a court ruling, the IMY continues this practice, prompting noyb to ensure Swedish citizens receive the same protections as other EU residents. [noyb]

?? 1st Contributor: noyb.eu

?? AI Developments

Gemini Transforms Mobile Devices into Powerful AI Assistants

Google has rolled out Gemini Live, a conversational AI experience for mobile devices, now available to Advanced subscribers on Android, with iOS support coming soon. Gemini Live allows you to engage in free-flowing conversations, access tasks hands-free, and connect with more apps like Keep, Tasks, and YouTube Music. Gemini is deeply integrated into the Android experience, enabling you to get context-aware help across various apps. This update also includes faster, more accurate responses with the new Gemini 1.5 Flash model.

[Gemini]

Anthropic Introduces Prompt Caching for Claude API

Anthropic has launched a prompt caching feature for its Claude models, allowing developers to cache frequently used context between API calls. This feature reduces costs by up to 90% and latency by up to 85% for long prompts. Initially available in public beta for Claude 3.5 Sonnet and Claude 3 Haiku, prompt caching is expected to be supported soon for Claude 3 Opus. This update is particularly beneficial for scenarios involving large prompts, such as conversational agents, coding assistants, and large document processing.

[Anthropic]

?? 1st Contributor: Ahmed Ali

?? Advertising Updates

Reddit Launches Official Partner Badging Program for Agencies

Reddit has introduced its Official Partner Badging Program, designed for agency partners to earn exclusive badges as they become Reddit certified experts. The program builds on the Reddit Ads Formula and offers customized badges based on certifications and overall investment, with top partners receiving a "Certified Sales Gold Partner" designation. Benefits include early access to new certifications, personalized learning paths, exclusive resources, and elevated customer service. [Reddit]

Temu's Advertising Strategy Faces New Challenges

After aggressively entering the European market in early 2023, Temu has seen its advertising presence on Google and Meta decline since January 2024, suggesting a strategic retreat. Despite Pinduoduo's significant cash reserves, the effectiveness of Temu's ad campaigns appears questionable, even though they heavily depend on paid media. Recent reports suggest a shift in focus from the US to Europe.

Still, with stringent EU regulations and new US legislative actions, Temu's reliance on problematic supply chains may lead to a gradual decline. The coming months will reveal if this retreat is part of a more significant strategic shift. [LinkedIn]

?? 1st Contributor: Mike Ryan

?? Tips of the Week

How to Dispute Bad Leads in Google Local Services Ads After the Dispute Feature Removal

Starting in August 2024, Google removed the ability to directly dispute leads in the Local Services Ads platform, replacing it with an automated AI system to filter out bad leads. However, if bad leads still get through, you can use the new "Rate this lead" feedback form as a last resort to dispute and potentially get credited for these leads. By selecting "dissatisfied" or "extremely dissatisfied," you can trigger a form similar to the old dispute process, which has shown a 20% success rate in getting credits back for bad leads. While not ideal, this method offers some recourse in Google's evolving system. [AdSquire]

?? 1st Contributor: Anthony Higman

Using Claude to Simplify Google Ads Script Creation

Claude can help automate repetitive tasks in Google Ads, saving hours each week and improving campaign performance. By using Claude, even those without coding experience can easily create scripts to manage tasks like checking landing pages, writing reports, and optimizing campaigns. The process involves identifying repetitive tasks, writing clear instructions for Claude, testing the scripts thoroughly, and scheduling them for optimal performance. Claude simplifies the script creation process, allowing more time for strategy and creativity in campaign management. [LinkedIn]

?? 1st Contributor: Marc Cornelius

?? Resources

Google Ads recommends waiting 6 weeks before enabling Performance Max, according to a couple of new videos. [Google Ads YouTube Channel]

The AI for Marketing Pathways

The "AI for Marketing Pathways" framework illustrates how businesses can leverage AI across three key areas: AI Essentials, Media & Personalization, and Creative & Content. It highlights a progression from adopting best practices and building data foundations to using AI for campaign optimization, customer segmentation, and creative development, including solutions such as Vertex AI. [LinkedIn]

?? 1st Contributor: Arpan Banerjee

Supporter: Adriaan Dekker

Events

Think Retail on Air: Virtual Event for Holiday Marketing Readiness

"Think Retail on Air" is Google's virtual event designed for marketing executives to prepare their businesses for the holiday season. By registering and participating in the interactive livestream, attendees gain exclusive insights and strategies to optimize their holiday marketing efforts. [Register]

Go Further

Facebook Ads Introduces Promo Code Rewards for Lead Forms

Facebook Ads has introduced a new feature allowing businesses to reward your audiences with promo codes after they fill out a lead form. This new option, available when creating a Leads campaign with the Instant Form option, enables businesses to provide an 'Online offer URL' and 'Online promo code' to encourage purchases. You can easily copy the promo code and redeem it during checkout on your website. [LinkedIn]

How to Use: To get started, create a Leads campaign, choose 'Instant Forms' as the conversion location, and set up a new Instant Form at the ad level. Select the 'Redeem promo code' option at the form's ending configuration.

?? 1st Contributor: Bram Van der Hallen

Meta Replaces Automated Rules Templates with Automatic Adjustments

Meta has discontinued Automated Rules templates in its Ad Manager. These templates previously allowed you to implement structural and creative changes like enabling Advantage+ Creative and reducing Auction Overlap.

These templates have been replaced by automatic adjustments, which now manage campaign aspects such as Campaign Structure, Audience Fragmentation, and Creative Optimization.

You can manage these adjustments directly from the Account Overview page, streamlining campaign management and integrating these optimizations into the workflow.

?? 1st Contributor: Jon Loomer

?? Support PPC News

Supporting us to write our free newsletter, TrueClicks is a must-have tool for your accounts, so please give it a try. Signing up for a free account is one way to support the efforts to make it happen.

1. Identify branded search terms in Performance Max campaigns

We flag it when active Performance Max campaigns show ads on branded search terms, so you can exclude them (with brand exclusions).

1. Identify underperforming search term categories in Performance Max

We flag search term categories in your Pmax campaigns that are performing at least 20% worse than your specified target ROAS, CPA, or the campaign average.

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.