?? PPC News: Paid Search (W41)

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?? Paid Search

[Issue No. 131 - Sep 7th to Oct 13th]

Google Announces Integration with Amazon MCF

Google has announced its integration with Amazon Multi-Channel Fulfillment (MCF), enabling retailers to display accurate delivery speed estimates and showcase 3-day fast shipping options. This integration will boost merchant visibility, clicks, and conversion rates?while reducing cart abandonment and enhancing customer satisfaction.

To participate, Merchants can use the intake form accessible in Seller Central. [Google]

Google to Implement New Data Retention Policy in One Month

Google is introducing a new data retention policy, set to take effect in a month, that limits the availability of?performance metrics, billing information, and historical reports?to?11 years. Advertisers running campaigns for longer than this are advised to download and back up their data before the policy is enforced. While most businesses may not need data this old for decision-making, it’s essential to be aware of the change. [Google Ads]

Users needing data older than 11 years should retrieve and store it before November 13th, 2024. No action is required otherwise, but reporting values may change.

?? 1st Contributor: Georgi Zayakov

Google Merchant Center Next Revamps Website Verification

Google Merchant Center Next has overhauled its verification process, offering 5 methods to claim and verify websites. This update adds two new, user-friendly options: receiving a code via business email for quick, non-technical verification and using guides tailored to your e-commerce platform. The Google Analytics option is still present within "More options". [LinkedIn]

?? 1st Contributor: Hana Kobzová

Automatically Created Assets and Final URL Expansion

Google Ads has introduced Performance Optimization experiments for Performance Max campaigns, enabling advertisers to test the value of Automatically Created Assets and Final URL Expansion. This tool helps assess the impact of these features on campaign performance, providing actionable insights for optimization. It can be found under the Experiments page > Performance Max Optimization. [Google]

?? 1st Contributor: Thom Langeveld

Supporter: Adriaan Dekker

Provide Pages for Asset Generation in Performance Max

Felix Mayo has discovered a new feature in Performance Max (PMax) campaigns, allowing advertisers to now provide specific pages to enhance the asset generation process. This feature gives advertisers more control over the content used to create assets, improving the relevance and quality of the generated ads. [LinkedIn]

?? 1st Contributor: Felix Mayo

Supporter: Adriaan Dekker

Gross Profit Optimization Rolling Out

Google Ads has introduced a Gross Profit Optimization setting, now available in select accounts. This feature allows advertisers to optimize using profit tROAS (POAS) by including cart data and cost of goods sold (COGS) in their product feeds.

Previously available through third-party tools like, this feature is now integrated directly into Google Ads for testing. [LinkedIn]

?? 1st Contributor: Casey Gil

"Text Assets" Renamed "Customization" for Performance Max

Google Ads has rebranded the "Text Assets" feature to "Customization" for sure Performance Max (PMax) campaigns. This update appears for accounts that have also received the Video Enhancement opt-in. The new Customization feature still allows Google to use text from your site, landing pages, and ads to create tailored ad copy, offering a more streamlined approach to asset management. [LinkedIn]

?? 1st Contributor: Thomas Eccel

Video Ads

Google Launches AI Video Generation in Product Studio for Merchants

Google has announced the rollout of AI-powered video creation in Product Studio, initially available to merchants in the US, with plans for international expansion soon.

This new feature allows merchants to transform still images into engaging videos tailored to their branding. How it works:

1. Merchants provide brand details like colours and logos through Google Merchant Center.
2. Select a product and choose a video theme, allowing Google's AI to create a video by enhancing images and showcasing product attributes.
3. Merchants can customize the video further, including headlines and optional audio from a pre-populated tracklist.
4. Videos can be generated in high-res (720p) or low-res (240p), ready for use in ad campaigns or websites.

This tool simplifies video content creation, helping merchants elevate their marketing efforts across various channels. [LinkedIn]

?? 1st Contributor: Georgi Zayakov

Image Credit: Hana Kobzová

VRC 1.0 Checkbox in Google Ads & DV360 to be Sunset Mid-October

In mid-October, Google will officially sunset the VRC 1.0 Checkbox in Google Ads and DV360. Advertisers can no longer revert to the older VRC 1.0 option when creating new campaigns. However, they can still create In-Stream-only campaigns (such as bumper-only or skip-only) using opt-in/opt-out settings at the campaign level. [LinkedIn]

?? 1st Contributor: Aleksejus Podpruginas

New Video Action to Demand Gen "Copy-Paste Upgrade Tool"

Introducing the?Video Action to Demand Gen (VAC-DG) "Copy-Paste Upgrade Tool,"?now available when duplicating an existing Video Action campaign. This tool allows advertisers to smoothly transition campaign settings from VAC to?Demand Gen (DG), which is especially useful for scaling or testing DG campaigns. The full VAC-DG upgrade is scheduled to be completed by?Q2 2025. [LinkedIn]

?

Expert Perspective

It's important to note that while the tool is great for specialists wanting to explore?Demand Gen campaigns,?only videos?are carried over - images must be added manually. Additionally, campaigns involved in?lift measurement studies?(e.g., Brand Lift or Search Lift) should avoid using this tool, as converted campaigns won’t be automatically linked to those studies. Thomas Eccel

Video Enhancements for Demand Gen

Google has rolled out Video Enhancements for Demand Gen campaigns, allowing advertisers to create additional versions of their videos to better fit different formats. The key features include:

• Flip Videos: Google AI automatically generates new aspect ratios, such as Square (1:1) and Vertical (4:5, 9:16), from your original horizontal video to optimize for vertical screens.
• Shorten Video Ads: Google AI creates shorter versions of your video ads by selecting key moments, saving you the hassle of manual editing.

Advertisers can also track the performance of these "enhanced" videos and decide whether to keep or remove them based on results. [LinkedIn]

?? 1st Contributor: Thomas Eccel

Examples for Vertical and Shorter Video Enhancements in PMax

Following the launch of Video Enhancements for Performance Max (PMax), Google Ads has now provided examples demonstrating how vertical and shorter videos will display. For vertical videos, technology adapts horizontal videos into vertical formats, ensuring key elements remain visible. Similarly, for shorter videos, the technology trims longer videos while preserving essential content for optimal presentation. [LinkedIn]

?? 1st Contributor: Thomas Eccel

Google Support Returns with More Front Desk Staff

Google Support is back, but it appears the service now has an increased number of front desk workers handling chat inquiries.

This change could mean faster response times, but it also suggests that more general queries may be answered before reaching specialized support.

?? 1st Contributor: Natasha Kaurra

Supporter: Adriaan Dekker

Local Service Ads

Local Service Ads Now Dependent on Google Business Profile

Google has updated Local Service Ads (LSA) to require a linked and verified Google Business Profile (GBP). Ads will be paused if there is no GBP attached, or if the name or address doesn't match the LSA.

Unverified or suspended GBPs will also lead to ad pauses. Additionally, GBP will now be the sole source of reviews for LSAs, ensuring only verified reviews are included. Advertisers are advised to consult with experts before making changes to their GBP or LSA setups. [X]

?? 1st Contributor: Ben Fisher

New Verification Requirements for Financial Services Advertisers

Starting November 7, 2024, Google will enforce new verification requirements for financial services advertisers in Ireland, New Zealand, South Korea, and Thailand. Advertisers promoting in-scope financial services must complete verification through Google's compliance partner, G2, and then apply for financial services verification with Google.

Advertisers failing to complete the verification by the deadline will no longer be allowed to display ads in the affected regions. Agencies managing financial campaigns for clients must also obtain verification. The verification process involves demonstrating authorization from a financial regulator or exemption from such requirements. [Advertising Policies]

Microsoft Ads

Microsoft Advertising Relaunches Certification Program

Microsoft Advertising has relaunched its certification program, introducing new certifications and a higher-level status for professionals. Highlights include a new Retail Media certification, requiring an 80% passing score to earn the badge, and the ability to achieve a Commerce badge by passing both the Retail and Retail Media certifications.

The Microsoft Advertising Certified Expert Status replaces the former MACP status and requires passing certifications in Search, Display & Video, Retail, and Retail Media.

[LinkedIn]

?? 1st Contributor: Aleksei Tiutchev

Image Credit: Hana Kobzová

Reddit Ads

Reddit Introduces Keyword Targeting

Reddit has rolled out a new Keyword Targeting feature, enabling advertisers to reach users within relevant conversations or feeds based on specific keywords. This feature, combined with AI-powered Dynamic Audience Expansion and multi-placement optimization, helps broaden audience reach while maintaining relevance. [Reddit]

Display & Video 360

Google is introducing several new features in Display & Video 360 in the coming weeks:

• "Is YouTube TV" Reporting Dimension: A new reporting dimension will be added, allowing advertisers to easily identify and differentiate YouTube TV traffic using MRC-accredited metrics.
• Custom Bidding Enhancements: Two new multipliers will be available for Connected TV in Custom Bidding. Advertisers can now assign additional value to Content Duration (ranging from less than 1 minute to over 60 minutes) and Delivery Type, whether the ad is shown during Livestream content or Video on Demand.

These updates aim to provide more granular control and insights for Connected TV campaigns. [DV360]

?? Tests Spotted in the Wild

Google Introduces "Engaged Audiences" Automatic List

Since the beginning of October, Google has been rolling out a new automatic audience list called "Engaged Audiences."

This list tracks users who interact with an ad and then visit the website, differing from the traditional "All Visitors" list, which relies on the remarketing tag. The key distinction is that Engaged Audiences are built from ad interactions rather than just website visits, potentially offering a more refined targeting group for follow-up campaigns. [LinkedIn]

?? 1st Contributor: Patrick Gehn

Sidebar Highlighting Introduced

Google Ads accounts now have a new interface with a?highlighted sidebar?that appears when opened. This update is designed to enhance the?user experience?by improving navigation, making it clearer and more intuitive. It will help advertisers quickly locate their position within the platform. [LinkedIn]

?? 1st Contributor: Patrick Gehn

This update also includes a new "Campaign" icon, spotted by Emirhan Bayutmu?

[LinkedIn]

Google Tests Subtle Variations of Sponsored Ad Labels

Google is experimenting with new, subtler variations of the Sponsored label for ads in its search results. These tests include adding symbols or words like "by," "|," "?," or ":" between the Sponsored label and the site name or domain name. [X]

?? 1st Contributor: Brodie Clark

Card Snippet Ads with Enhanced Search Filters

Google is currently testing a new card snippet sponsored ads format, which includes additional search filters. This format aims to provide users with a more interactive and refined search experience, allowing them to filter results directly from the ad card. [LinkedIn]

?? 1st Contributor: Khushal Bherwani

New Carousel Ad Format Featuring Brand Name and Logo

Google is experimenting with a new carousel ad format that prominently displays the brand name and a round-shaped brand logo. This update aims to enhance brand visibility and engagement by creating a more recognizable and visually appealing ad presentation. [LinkedIn]

?? 1st Contributor: Khushal Bherwani

Marketing Industry

?? Privacy & Compliance

DOJ Calls for Potential Structural Changes to Address Search Monopoly

The U.S. Department of Justice (DOJ) has proposed remedies following an August ruling that found Google unlawfully monopolizes the search market.

In its filing, the DOJ suggests that Google may need to separate its search business from other services like Chrome, Android, and the Play Store to prevent the company from giving its search engine an unfair advantage.

While the DOJ stopped short of recommending a complete breakup, it proposed both behavioural and structural changes to ensure fair competition, especially as new AI-driven search tools emerge. Additionally, restrictions on Google's default and preinstallation agreements related to search products may be implemented. [AdWeek]

?? 1st Contributor: Catherine Perloff

Judge Rules Google Must Open Android to Third-Party App Stores

In the Epic Games v. Google case, Judge James Donato has ruled that Google must allow third-party app stores to distribute apps within the Google Play Store and access its full app catalog, unless developers opt out.

Starting November 1, 2024, Google must also stop requiring Google Play Billing and allow developers to offer alternative payment options. The ruling is set to last for three years, though Google has announced plans to appeal the decision. [The Verge]

X Cleared to Return Online in Brazil After Legal Battle

Brazil's Supreme Court has allowed X (formerly Twitter) to resume operations in the country after a prolonged legal standoff. The platform was blocked for weeks due to its refusal to comply with court orders to remove specific accounts and its lack of legal representation in Brazil. To resolve the issue, Elon Musk agreed to remove the disputed accounts and appoint a legal representative. X had briefly dodged the ban by switching to Cloudflare, a move that ultimately cost Musk nearly $2 million. [TechCrunch]

IAS Expands Total Media Quality to Include TikTok's Misinformation Reporting

Integral Ad Science (IAS) has expanded its Total Media Quality solution for TikTok to include misinformation reporting, enabling advertisers to safeguard their brands by avoiding content flagged as misinformation.

This new feature, first introduced in April 2024, uses AI-driven multimedia technology to analyze and classify content on TikTok based on industry-aligned categories and risk levels. IAS's reporting helps advertisers reduce costs and protect their brand reputation, as studies show brands avoiding misinformation experience 29% lower cost per conversion. [IAS]

?? Advertising News

Google Expands Store Ratings in Search to More Countries

Google is expanding Store Ratings to English-language shopping searches in Australia, Canada, India, and the United Kingdom. These ratings, previously available only in the US, help highlight customer reviews, showcasing experiences related to product quality, shipping, customer service, and more. Merchants can participate by enrolling in the Google Customer Review program or collecting reviews through independent websites, giving them visibility on search results. [Google Search Central]

Image Credit: Swipe Insight

Meta Tests New Local Tab Feature for City-Specific Content

Big Blue is currently testing an exciting new Local Tab feature designed to aggregate city-specific content for users. This new tab will personalize local information, such as events, group posts, marketplace listings, and more, all in one place. The goal is to make it easier for users to stay connected with what's happening in their area. [LinkedIn]

?? 1st Contributor: Brody K.

?? AI Developments

Meta Introduces AI Translation Feature for Reels

Meta has introduced a new AI translation tool for Reels, allowing automatic translation of video audio while maintaining the original speaker's voice and synchronizing lip movements. This feature aims to expand global reach for content creators and make a wider variety of content accessible to audiences in different languages. [LinkedIn]

With only around 25% of online content in English, this feature opens the door to countless new voices and stories worldwide. Endrit Restelica

Imagen 3 Now Available to All Gemini Users Globally

Google has launched Imagen 3, its latest and most advanced image generation model, to all Gemini users worldwide. Imagen 3 delivers enhanced photorealism, improved instruction-following capabilities, and reduces distracting artifacts in generated images, setting a new standard for image quality and realism in AI-generated visuals. [X]

?? Tips of the Week

Microsoft Ads: Urgent TCF v2 Compliance Check Required

If using Microsoft Ads, could you check?TODAY?whether TCF v2 (Transparency and Consent Framework) is appropriately implemented? Microsoft has announced that this framework is gradually being enforced across the EEA, UK, and Switzerland, with many agencies given a September 30 deadline. Failure to set up TCF means your Microsoft Ads conversion tracking may not function correctly. You can use?your browser's Microsoft Tag Helper?or?Dev Tools?to verify if TCF is enabled. [LinkedIn]

?? 1st Contributor: Aleksei Tiutchev

Targeting "Unknown" Age Group Affects YouTube Shorts Ads Placement

When running ads on YouTube Shorts, targeting the "unknown" age group can impact whether your ads appear in the InStream or Shorts format. While YouTube doesn't allow exclusively delivering ads in Shorts, excluding the "unknown" audience can help optimize the placement, potentially increasing the chances of ads being shown in the Shorts format. [LinkedIn]

?? 1st Contributor: Felix Kohmaier

How to Run Ads in Microsoft Copilot AI Chat

Microsoft Copilot, available on platforms like Bing, Edge, and Windows, incorporates ads in its chat responses in several formats: text ads with images, shopping listings, and anchor text within reactions. Ads are shown by default through the Microsoft Audience Network, unless MSN is excluded. [LinkedIn]

Key considerations:

• Ads in chat are part of the broader Audience Network, and there is no specific option to target chat placements alone.

• Ads must rank?#1?in the SERPs to appear in the chat, as chat displays the top paid result.
• Shopping listings and rich media formats like image or video extensions are more likely to serve in chat.

?? 1st Contributor: Aleksei Tiutchev

Consider Custom Creative Assets in Microsoft Ads

When running ads through Microsoft, it’s crucial to upload?image extensions?to each ad group manually. If you don’t, Microsoft will automatically select stock imagery, which can result in ads that don’t align with your brand or, in some cases, look unprofessional. [LinkedIn]

?? 1st Contributor: Scott Carruthers

?? Resources

Optmyzr Releases Latest Google PMax Study Insights

Optmyzr’s new study on Google PMax, analyzing 9199 global accounts during Q2 2024, highlights key findings in both Lead Gen and E-commerce campaigns (with Lead Gen campaigns accounting for 52% of the sample).

Key findings include:

• 51% of accounts allocate more than 50% of their budget to PMax campaigns.
• Using search themes and audience signals appears to impact performance negatively.
• Single-asset group PMax campaigns outperform those with multiple asset groups.

Expert Perspective

"Not That Surprising:

• Performance Max thrives without other campaigns running: It benefits from capturing all brand and remarketing traffic.
• Single asset group campaigns consistently outperform alternatives in terms of ROAS, aligning with past experiences in e-commerce.
• PMax works best with over 61 conversions, supporting a case for single consolidated campaigns when struggling with conversion volume.
• Max. Conv. and Max. Conv. Value strategies continue to deliver as expected.

Surprising:

• PMax performs well even for lead generation accounts, a notable finding.
• Search Themes and Audience Signals tend to hurt performance, increasing CPA and lowering ROAS - something I’ll avoid in future setups."

From Georgi Zayakov on LinkedIn

(The study required spending between $1,000 and $5 million per month and included accounts active for at least 90 days before the study period. Be cautious, as the median spent isn't present, so take it as a good learning opportunity to challenge yourself. )

?? Go Further

Meta Ads Comment Control & Brand Suitability Controls

Meta has introduced new brand safety and suitability controls for advertisers on Facebook and Instagram. Businesses can now turn off comments on ads (currently in testing) and expand profile block lists to Facebook, allowing them to control where ads appear.

Meta is also partnering with third-party services like Integral Ad Science (IAS) to implement content block lists for Feed and Reels, improving brand suitability. Additionally, advertisers will benefit from a 75% faster data availability for third-party verification and streamlined management via the Brand Safety and Suitability Center. [Meta Ads]

New Meta's Video and Generative AI Tools at Advertising Week 2024

At Advertising Week 2024, Meta announced new tools to enhance video performance and improve creator marketing. Key updates include the introduction of a video tab on Facebook, making it easier to explore Reels and other video content. Meta also expanded its Generative AI Ad Creative Tools, which have already been used by over 1 million advertisers, resulting in 7.6% higher conversion rates.

Additionally, Meta introduced Video Expansion and Image Animation features, allowing advertisers to seamlessly adjust aspect ratios and animate static images for Reels. Finally, new tools for partnership ads will help businesses leverage creator content to improve campaign results. [Meta Ads]

TikTok Unveils New Performance Solutions at Advertising Week 2024

At Advertising Week 2024, TikTok announced new advertising tools to help brands drive business results. These include Smart+, an automated performance solution that optimizes targeting, bidding, and creative assets, showing a 52% improvement in ROAS.

TikTok also introduced GMV Max, which streamlines campaign creation to boost TikTok Shop sales, and new Conversion Lift Studies to measure TikTok's impact beyond last-click metrics. Additionally, Privacy-Enhancing Technologies (PETs) are being integrated to provide advanced privacy measures for advertisers using first-party data. [TikTok]

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There is a better way:

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?? Within minutes, we identify waste and opportunities

?? Easily fix issues straight from TrueClicks

And more…?

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?? 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.