?? PPC News: Paid Search (W35)

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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 ?.

?? Paid Search

[Issue No. 125 - Aug 26th to Sep 1st]

Partnership Ads Powered by BrandConnect

Google Ads has officially introduced Partnership Ads powered by BrandConnect, allowing advertisers to integrate YouTube creator videos into their campaigns across the marketing funnel. Partnership ads can be used across various campaign types, including Demand Gen, Video Action, Video Reach, and Performance Max campaigns.

Special co-branded formats are available for Demand Gen campaigns in In-Feed and Shorts. This integration enables brands to create more engaging, authentic, and effective ad campaigns by leveraging the influence and creativity of YouTube creators.

This feature allows brands to use authentic creator content, optimize audience targeting with data segments, and measure performance using Google Ads' standard reporting tools.

Key Benefits:

• Authenticity: Creator videos add a genuine voice that resonates with audiences.
• Expanded Reach: Tap into the creator's community to reach new audiences.
• Diverse Content: Utilize up-to-date video trends through creator-made content.

[Google Ads]

4 Google Updates to Help Retailers Navigate a Shorter Holiday Season

With this year's holiday shopping season shorter, Google has introduced new tools and insights to help retailers maximize their success. Key updates include enhanced shopping trend insights in the new Merchant Center, which allows businesses to capitalize on emerging trends (available in the coming weeks).

AI-powered insights summaries and custom reports for quicker decision-making (already available in some of my accounts).

Automated syncing of in-store product availability for Local Inventory Ads; something that was difficult to do in the past.

Additionally, Google Ads recommends including new customer acquisition goals and Performance Max and Search campaign profit optimisation features. These updates help retailers stay agile and make data-driven decisions during high-pressure holidays.

[The Keyword]

Auction Insights fields will no longer be available in Looker Studio

Starting August 24, 2024, Auction Insights fields will no longer be available for new data sources in Looker Studio, and existing data sources will lose access by September 23, 2024. Advertisers should remove these fields from reports to prevent disruptions.

Additionally, when using the Google Ads connector for reporting on creative assets, it's essential to include Ad Type and Asset ID dimensions and Clicks and Impressions metrics to ensure accurate results. This update aligns with the latest Google Ads API changes and aims to improve reporting accuracy in Looker Studio. [Looker Studio]

New Conversion Metrics for Performance Max Assets

Google is rolling out new asset-level conversion metrics for Performance Max campaigns, including Conversions, Conversion Value, and Value/Conversion. These metrics help advertisers identify high-performing assets, optimize underperformers, and monitor campaign effectiveness. The data is available for actions taken on or after July 18, 2024.[LinkedIn]

?? 1st Contributor: Hana Kobzová

New Conversions (Campaign Type) Data Columns for Demand Gen

Google Ads has introduced new [Conversions (Campaign Type)] data columns exclusive to Demand Generation campaigns. These columns provide entirely attributed conversion data, including View Through Conversions, and are designed for easier comparison with similar campaigns on other platforms like Meta Ads. The data is intended for reference and comparison and does not influence bidding or optimization. [LinkedIn]

?? 1st Contributor: Dario Zannoni

Product Reporting: Brand, Custom Labels & Category Segmentation

Google Ads has steadily expanded its product reporting features, starting in October 2023 with segmentation by Product types. In November 2023, the platform added the ability to segment by Brand and Custom labels, providing deeper insights for advertisers.

Now, as of August 2024, Google Ads has introduced segmentation by Categories using the google_product_category attribute. This latest update allows for more detailed analysis based on Google’s evolving product taxonomy, with products lacking a specific category listed as 'No category' in reports. These enhancements collectively offer advertisers greater control and precision in optimizing their e-commerce campaigns. [LinkedIn]

?? 1st Contributor: Aleksejus Podpruginas

Supporter: Hana Kobzová

YouTube Expands Shopify Partnership

YouTube has expanded its partnership with Shopify, offering e-commerce brands a new way to engage potential customers. As a top-of-funnel platform, YouTube allows creators to introduce products in their videos, helping to generate interest and awareness.

This partnership is integrated with Google Merchant Center, allowing brands to leverage creator credibility and reach audiences early in the customer journey. With YouTube’s growing affiliate program, it’s worth considering how this platform might fit into your e-commerce strategy. [LinkedIn]

?? 1st Contributor: Felix Mayo

Recommendations Directly into the Settings Tab

Google Ads has integrated recommendations directly into the settings tab, such as suggestions for Smart Bidding and notifications about budget limitations. This seems part of Google's effort to provide more in-context guidance for optimizing campaigns. We'll likely see these recommendations in other interface parts as they become more prevalent. [LinkedIn]

?? 1st Contributor: Anthony Higman

New Alert for Demand Gen Campaigns

Google Ads has introduced a new alert for Demand Gen campaigns that appears when you attempt to select a conversion goal with no conversions in the last 7 days.

This notification prevents these campaigns from being set up in accounts with little to no conversion history. Demand Gen campaigns are generally more effective in accounts with established conversion data, so this alert encourages better setup practices. [LinkedIn]

?? 1st Contributor: Thomas Eccel

Clarification on the "Internal Tools" Audience Builder

Some of you have noticed an "Internal Tools" Audience Builder in Google Ads.

Google Ads has two versions - one for external users and another internal version used by Google employees and vendors. The green colour marks internal features that are not meant to be visible externally. If you see this feature, you're likely seeing a minor bug revealing a part of the internal Google Ads interface. There's no need to worry or get excited; it won't function and should disappear soon. [LinkedIn]

?? 1st Contributor: Thomas Eccel

Local Service Ads

Google Local Services Ads Updates Review Collection Process

Google Local Services Ads (LSA) has announced that businesses should transition from using LSA-specific review links to their Google Business Profile (GBP) review links for collecting customer feedback.

Previously announced for July 8, 2024, LSA review links will expire, and all reviews will be centralized through the business’s GBP. This update aims to streamline the review management process and better integrate LSA with Google's broader business platform ecosystem.

Businesses must update their review collection methods before the deadline to ensure a smooth transition.

?? 1st Contributor: Ben Fisher

Supporter: Ahmed Ali (Swipe Insight)

Google Policies

Google’s Updated Gambling Policy in Germany

Starting September 25, 2024, only GGL-licensed operators can apply for Google ad certification in Germany. Online gambling services without this license, including aggregators, will no longer be eligible to run ads, and existing certifications will be revoked. Businesses must adjust to comply with the new policy. [Google]

Programmatic

Display & Video 360

Key Trafficking Updates Coming

Starting September 30, 2024, enhanced attribution will be automatically enabled for most advertisers in Display & Video 360 and Campaign Manager 360, improving conversion accuracy by appending a DCLID identifier to non-YouTube click events.

YouTube auto-tagging will also be enabled by default, using a GCLID identifier for better measurement and optimization. Advertisers can opt out of these changes by September 23, 2024, or adjust settings afterwards.

Furthermore, in November 2024, Flight ASAP pacing at the insertion order level will be removed, and existing orders will transition to Flight Ahead pacing.

[DV360]

Go Further

• In September 2024, EMX Digital will be renamed Cadent Aperture MX in Display & Video 360 reporting.
• Starting October 1, 2024, Regulatory Operating Costs (ROC) and Total Media Cost metrics will become incompatible with YouTube-specific report metrics and dimensions, removing them from existing reports and preventing their inclusion in new ones. Advertisers are encouraged to use Media Cost metrics instead.
• Campaign Manager 360 will update the Zip code format in reports from an integer to a string format in September 2024.

[DV360]

Tests Spotted in the Wild

New Grey Pill-Shaped Sitelinks on Mobile

Google is experimenting with a new design for sitelink assets, now featuring grey pill-shaped sitelinks on mobile devices. This follows a previous test of white pill-shaped sitelinks on desktop in early August. [LinkedIn]

?? 1st Contributor: Hana Kobzová

Personal Perspective:

The updated design is part of Google's ongoing efforts to refine the appearance and functionality of sitelinks, and it shows the importance of writing good headlines.

Marketing Industry

Privacy & Compliance

Yelp Sues Google Following Landmark Antitrust Ruling

Yelp has filed a lawsuit against Google, accusing the search giant of using its dominance to unfairly prioritize its local search services over competitors.

The lawsuit, which follows a recent antitrust ruling declaring Google an illegal monopoly, could pave the way for similar actions from other companies. Yelp's complaint centres on claims that Google's practices have stifled competition and harmed consumers by promoting its services at the expense of rivals like Yelp. [NYTimes]

AI Developments

Custom Gems and Improved Image Generation with Imagen 3

Google's Gemini platform is rolling out significant updates, including introducing Custom Gems for Advanced, Business, and Enterprise users. These Gems allow users to create personalized AI experts tailored to specific needs.

The latest image generation model, Imagen 3, will also be available across all Gemini tiers. It offers enhanced creative capabilities with improved image quality and user control, including early access to generating images of people. These updates aim to provide users with more powerful tools for creativity and productivity. [The Keyword]

Tips of the Week

Google Ads Automatically Removing Device Bid Adjustments

Felix Mayo has identified a subtle but significant change in Google Ads. By default, your device bid adjustment may be automatically removed unless you manually select the "More options" button during setup. If you overlook this step, the adjustment will be eliminated, potentially impacting your campaign's performance. [LinkedIn]

Please make sure to double-check your settings to keep control over device-specific bidding strategies.

?? 1st Contributor: Felix Mayo

Supporter: Adriaan Dekker

Optimal Asset Counts for Performance Max Campaigns

While Performance Max campaigns allow for 15 headlines, 5 long headlines, 5 descriptions, 20 images, and 5 videos, Google recommends using fewer assets for more effective optimization. The suggested counts are :

Recommended text:

?? 11 headlines (30 characters)

?? 2 long headlines (90 characters)

?? 4 descriptions (90 characters)

Recommended creatives:

?? 4 landscape images

?? 4 square images

?? 2 portrait images

?? 1 video per orientation

This balance helps reduce the number of combinations, making it easier to measure success while ensuring diversity and effectiveness in your ad placements. Testing and refining your assets based on performance is crucial for achieving the best results. [LinkedIn]

?? 1st Contributor: Casey Gill

Supporter: Gianpaolo Lorusso

Automate UTM Parameter Addition in Google Ads

Please find a Google Ads script that automates the addition of UTM parameters to campaign names. This helps reduce instances of campaigns being mislabeled as "(organic)" in GA4.

The script can be scheduled to run regularly, ensuring that UTM parameters are consistently applied to both existing and future campaigns. It does not apply to video campaigns, as Google Ads scripts can only read and not modify their tracking templates. [GitHub]

function main() {
  Logger.log("Processing account: " + AdsApp.currentAccount().getCustomerId());

  // Process each campaign type with error handling
  tryHandleCampaigns(AdsApp.campaigns(), "Standard & Others");
  tryHandleCampaigns(AdsApp.shoppingCampaigns(), "Shopping");
  tryHandleCampaigns(AdsApp.performanceMaxCampaigns(), "Performance Max");
  // tryHandleCampaigns(AdsApp.videoCampaigns(), "Video");

  Logger.log("Processing completed for account: " + AdsApp.currentAccount().getCustomerId());
}

function tryHandleCampaigns(campaignIteratorFunction, campaignType) {
  try {
    handleCampaigns(campaignIteratorFunction, campaignType);
  } catch (e) {
    Logger.log("Error processing " + campaignType + " campaigns: " + e.message);
  }
}

function handleCampaigns(campaignIteratorFunction, campaignType) {
  var campaignIterator = campaignIteratorFunction
                            .withCondition('Status != REMOVED')
                            .get();
  while (campaignIterator.hasNext()) {
    var campaign = campaignIterator.next();
    try {
      var trackingTemplate = "{lpurl}?utm_source=google&utm_medium=cpc&utm_campaign={_campaign}&utm_id=" + campaign.getId();
      campaign.urls().setTrackingTemplate(trackingTemplate);
      // Set custom parameters or perform other universal actions here
      campaign.urls().setCustomParameters({campaign: encodeURIComponent(campaign.getName())});
    } catch (e) {
      Logger.log("Error processing campaign " + campaign.getId() + " in " + campaignType + ": " + e.message);
    }
  }
}        

Credit: Jan Zdarsa

Image Credit: Michele Pisani

Resources

Google's Shopping Holiday Season Tips

Google's recent article outlines four key strategies for retailers to enhance their performance during the shopping season. In addition to features like new customer acquisition goals for Performance Max (PMax) and Search campaigns, profit goals for PMax and Standard Shopping, and Brand Exclusions at the format level, Georgi Zayakov has also made it possible to review all slides in the presentation. [Post 1 / Post 2]

?? 1st Contributor: Georgi Zayakov

Advanced Shopping Feed Optimization: Key Strategies

This article by Andrew Lolk from SavvyRevenue delves into advanced tactics for optimizing Google Shopping feeds. It emphasizes the importance of focusing on the basics before diving into more advanced strategies. Some of the key areas covered include:

1. Advanced Custom Labels: Use labels like in-category bestsellers and performance buckets to segment and prioritize products effectively.
2. Title Optimization: Shift from keyword-stuffed titles to titles optimized for CTR and seasonality, leveraging product history and GTINs.
3. Image Optimization: Enhance ad performance with lifestyle images, zoomed-in product views, and additional image links for advanced campaigns.
4. Proactive Stock Management: Track in-stock percentages and adjust advertising spend based on inventory levels.

The article highlights the importance of testing these advanced strategies to determine what works best for your business needs. [Read more]

?? 1st Contributor: Andrew Lolk

Streamline Your Ad Copy Creation Process

The Ad Copy Creator by topmarketingai.com allows you to generate tailored headlines, descriptions, and keyword suggestions by inputting your landing page URL, simplifying the ad creation process. However, it’s essential to refine the generated content to ensure it matches your brand's voice, and using Claude.ai's 'artefacts' feature can help further personalize the output. [LinkedIn]

?? 1st Contributor: David Frydl

Go Further

Ads in Your Facebook Notifications Feed

Meta has added a new 'Facebook Notification' placement to the list of ad placements in Meta Ads Reporting, indicating the potential rollout of ads in the user's notifications feed. These ads, labelled 'Sponsored,' would appear alongside standard notifications within the Facebook app. [LinkedIn]

This development follows reports from users on X and Threads about seeing ads in their notifications feed, and Meta previously confirmed limited testing of this ad format earlier this summer. Including this placement in the public Ads Reporting interface suggests that ads in the notifications feed might soon become a more common feature.

?? 1st Contributor: Bram Van der Hallen

WhatsApp Enhances Campaign Tracking with New Tags

WhatsApp has introduced an exciting update for MESSAGES campaigns, a format often discussed for its complexities in gauging lead quality and conversion success. The platform now allows three specific tags - NEW CUSTOMER, REORDER, and PAID - to be visible as actions within the Ads Manager.

These tags, which were already available, can now be tracked directly in your campaign analytics, offering more profound insights into customer interactions. While currently limited to these three tags, there's hope for more flexible and personalized tagging options, which could further enhance campaign analysis and strategy.

This update is precious for marketers who frequently run MESSAGES campaigns. It provides additional metrics for a more thorough evaluation of campaign performance. [LinkedIn]

?? 1st Contributor: Matias Axel Ramayo

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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 ?.

?? 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.