???PPC News (W45 - Nov 6 to 12)

The PPC News project is a collaborative effort to help everyone contribute their knowledge! With this weekly roundup in paid advertising, you can now spend less time wondering what's happening and more of it on your accounts. ??

In an era where automation is reshaping our landscape and finding talent feels like a strategic game, our PPC community stands at a crossroads. Now, more than ever, we need to rally together, nurture the new wave of PPC talent, and celebrate the innovators among us.

Sponsorship

We're excited to announce our weekly sponsorship opportunities, designed to captivate and engage our PPC community. At the heart of our approach is a commitment to neutrality and diversity, ensuring that every solution we showcase is thoroughly vetted by our team. If you're passionate about making a real impact in the PPC world, we invite you to get in touch for more information.

Let's collaborate to make a difference!

Events

SMX Online Conference - November 14-15 : Discover the latest in search marketing and prepare for 2024 at SMX Next, a free online conference on November 14-15. The event features keynotes on generative AI, nearly 70 sessions, including one session with Thomas Eccel , and insights into Google's Search Generative Experience, Performance Max campaigns, and AI-driven digital advertising strategies. [Register for free ]

Resources

Download Benchmarks Reports Q3 2023 : Tinuiti and WordStream have released their digital ads benchmark reports for Q3 2023, revealing insights like Meta's recovery, driven by Reels and Advantage+ shopping, Google's Performance Max adoption surpassing 90%, and a 33% rise in Walmart Sponsored Products' CPC after a shift to a second-price ad auction.

[Download Tinuiti / Download WordStream ]

PPC News

[Nov 6 - Nov 12]

Measurement

Google Analytics 4

Audience synchronization for more targeted email and SMS campaigns using Salesforce Marketing Cloud (Nov 10): Salesforce Marketing Cloud's integration with Google Analytics 4 enables better audience targeting capabilities for email and SMS campaigns. This significant advancement transitions from the previous Universal Analytics 360 integration, making the feature available to all GA4 properties. (visit Google Support )

Paid Search

Google Ads

Performance Max Asset Generation in the U.S. (Nov 7): Google's Performance Max now includes an asset generation feature in the U.S., leveraging generative AI to enhance campaign creatives across various channels. This tool allows users to input their website URL, and the system generates text and image assets, informed by the brand's characteristics, to improve campaign effectiveness.

[Google Ads ] ( Ginny Marvin 's Tweet )

Demand Gen Experiments (Nov 12): Google Ads introduces Demand Gen Experiments, enabling advertisers to A/B test various videos and images across platforms, including Discover, Gmail, and YouTube. Key points include the ability to adjust Traffic Split, Metrics, and dates, though it's recommended to focus only on creative testing without altering targeting, bid, and budget variables. ( Thomas Eccel ) [post ]

Note: A minimum of 50 conversions per experiment arm is required for those using conversion-based bidding strategies.

Targeted Conversion Goals in Google Ads Performance Planner (Nov 9): Google Ads introduces a refined feature in the Performance Planner, allowing for more specific data based on selected conversion goals, like "Purchase". This enhancement, currently available for Search Campaigns, offers a more tailored Performance Plan, enhancing precision in planning and forecasting. (Thomas Eccel ) [post ]

Lead Funnel Report Card (Nov 6): This new feature provides metrics for lead generation campaigns, including default funnel steps and additional insights when Offline Conversion Tracking is set up. Eligibility requires the use of specific conversion categories like 'Submit Lead Form', 'Qualified Lead', and 'Converted Lead'. (Thomas Eccel ) [post ]

Google Merchant Center

?Automated Promotion Import Feature (Nov, 9): Google introduces a significant advancement in automated promotions for merchants. Their new feature automatically crawls merchant websites to import promotions into free listings and Shopping ads, offering a hassle-free way to amplify promotional visibility. This innovation, crucial for the PPC community, promises to enhance marketing efforts without additional costs. It's a quality-focused, gradual rollout, with compliance as a key factor. Merchants also have the option to opt out through the Google Merchant Center, providing flexibility and control. ( Emmanuel Flossie ) [article ]

Google Chrome's Shopping Insights Feature for Merchants (Nov, 9): Google introduces Shopping Insights on Chrome, a feature designed to boost customer confidence in the US. It notifies shoppers when a product on a merchant's site matches or undercuts typical prices across the web. The feature integrates with product data uploaded to Merchant Center and displays on Chrome's desktop version. Shoppers see a typical price range, a 90-day price history chart, and can opt for price drop alerts. Merchants can opt out through a specified form, with Google processing requests within five business days. [Merchant Center ]

(first spotted by Tiago Goncalves )

Policy Changes

Ad Network Abuse Policies Revised (Nov 2023): Google has announced the division of its Shopping ads and free listings Malicious or unwanted software policy into three distinct policies: Malicious software, Compromised sites, and Unwanted software. These policies will be enforced in December and fully implemented over approximately four weeks. [Google Policy Update ]

Google API

Google Ad Manager API introduces v202311 (Nov 8) : Google unveils v202311 of the Google Ad Manager API. This latest release introduces support for marketplace ID on Proposals and streamlines Multi-Channel-Multi (MCM) Child Network information by consolidating it within the Company object, consequently removing the Network.childPublishers field. These enhancements aim to provide users with a more efficient and streamlined experience within the Ad Manager API. [Google Ads Developers ]

Microsoft Ads

New bid strategies and UET testing (Nov 7): Microsoft Advertising introduces Maximise Conversions and Target Cost per Acquisition (CPA) as a combined bidding strategy for Audience ads, maximising control, and efficiency. Campaign enhancements and Universal Event Tracking (UET) further optimise performance by helping advertisers by notifying incomplete event setup with “Tag not found, No traffic received, Time out, or Receiving traffic”, message in the platform [Microsoft Advertising ]

Engage with the audience across Microsoft premium properties (Nov 6): Microsoft unveils streamlined access to premium properties, including Microsoft Start, Outlook, Casual Games, and 365. Advertisers can engage with a massive global audience, tapping into diverse content and multiple ad formats seamlessly. Microsoft's integrated solution provides efficient access to premium inventory, backed by a dedicated in-house sales team. [Microsoft Advertising ]

New bid strategies (Nov 7): Microsoft Advertising introduces Maximise Conversions and Target Cost per Acquisition (CPA) as a combined bidding strategy for Audience ads, maximising control, and efficiency.

UET testing (Nov 7): Campaign enhancements and Universal Event Tracking (UET) further optimise performance by helping advertisers by notifying incomplete event setup with “Tag not found, No traffic received, Time out, or Receiving traffic”, message in the platform [Microsoft Advertising ]

Amazon Ads

Amazon DSP enhances Twitch Premium Video with new Content Controls (Nov 6): Amazon DSP has introduced advanced Content Controls for Twitch Premium Video, enabling advertisers to filter content across gaming and non-gaming streams more effectively. [Amazon Ads ]

A/B Testing for A+ Brand Story : Amazon has rolled out a new feature allowing sellers to conduct A/B testing on their A+ Brand Story. This enhancement, located in the "Manage Your Experiment" tab, enables sellers to optimize their brand narratives by testing different versions and analyzing customer responses. ( Yogesh Kumar ) [post ]

New Hourly Budget Scheduling (Nov 8): Amazon Ads now offer hourly budget scheduling, enhancing ad spend control. ( Prem Gupta ) [post ]

Note: this feature doesn't apply to performance-based budget rules.

Amazon API

Sponsored Display's enhanced forecasting API (Nov 6): Amazon's Sponsored Display now includes optimization rules in its forecasting API, improving accuracy for advertisers in AE, AU, BR, CA, DE, ES, FR, IN, IT, JP, MX, NL, UK, and US. This update provides more precise impression and click forecasts considering various campaign parameters. [Amazon Ads ]

Targeting made simpler in Sponsored Display (Nov 6): Amazon's Sponsored Display has introduced themes in its targeting recommendations API, simplifying the process for advertisers. This feature offers up to 50 high-quality, curated product recommendations per theme based on Amazon's first-party signals. [Amazon Ads ]

Sponsored Brands Version 2 (Nov 6): Amazon updates Sponsored Brands reporting with click and view-based attribution, offering comprehensive insights for VCPM campaigns. I'd like you to please discover how this impacts your brand impression strategy. [Amazon Ads ]

Paid Social

Meta Ads

In-App Shopping on Facebook and Instagram via Amazon integration (Nov 9): Meta has introduced a feature enabling users to connect their Facebook and Instagram accounts with Amazon for seamless shopping without leaving the social media apps. Users in the U.S. will now be able to shop Amazon's Facebook and Instagram ads, viewing real-time pricing, Prime eligibility, delivery estimates, and product details directly within the social media platforms. (Maurice Rahmey ) [post reported by CNBC and TechCrunch ]

Enhanced Lead Generation Tools and Partnerships (Nov 9): Meta introduces innovative lead generation ad tools, AI-powered features, and CRM integrations to boost quality leads for businesses. New features include WhatsApp chat ads, coupon offers through Instagram Direct, and an instant form ad format, plus full campaign automation using Meta Advantage. CRM integrations with HubSpot and Zapier streamline lead management. [Facebook Business ]

'Flexible' Ad Creative Format : Meta has introduced a 'Flexible' ad creative format, allowing advertisers to upload up to 10 images or videos for dynamic ad personalization. This format, currently available for Traffic campaign objectives, differs from 'Dynamic creative' by its ability to generate various ad formats (single image, single video, or carousel) in real-time. ( Bram Van der Hallen ) [post ]

Enhanced Budgeting Updates (Nov 7): Two major changes for PPC pros: 1. Meta's new daily budget flexibility allows up to 75% overspending on prime ad days, optimizing for high-opportunity moments. 2. Learn about the crucial threshold for campaign budget increases that avoids re-entering the learning phase. (Bram Van der Hallen ) [post ]

Facebook developer platform unveils "Required Actions Dashboard" : In a move to simplify app management on developers.facebook.com , Facebook is introducing the "Required Actions Dashboard" for a select group of app administrators. This new dashboard consolidates all upcoming required actions for app portfolios, offering enhanced visibility and preventing the oversight of tasks and timelines. Accessible directly in the developer console header, this feature aims to streamline the developer experience and address the challenges of managing multiple apps. [Facebook Developpers ]

Data handling questions for developers' data use checkup : Meta is taking steps to reinforce user privacy and data protection for developers. Starting in January, developers with live apps featuring advanced access or permissions on Meta for Developers will need to complete data handling questions as part of their annual Data Use Checkup. [Facebook Developpers ]

LinkedIn Ads

LinkedIn Sales Navigator Enhances with AI-Assisted Intelligence (Nov 8): LinkedIn's Senior Director of Product, Monica Lewis, announces two significant enhancements to Sales Navigator: Account IQ and Relationship Map.

Account IQ , leveraging generative AI, provides a comprehensive summary of accounts, blending LinkedIn's data with third-party information. It aids sellers in understanding strategic priorities and business challenges.

Relationship Map offers a visual representation of buyer circle hierarchies, assisting in tracking decision-makers and facilitating collaboration. These tools are designed to improve efficiency and effectiveness in B2B selling.

[LinkedIn Sales ]

TikTok Ads

TikTok unveils Badged Agency Partners Program (Nov 7): TikTok has launched a new Agency category in its Marketing Partners Program, recognizing top-tier media agencies worldwide with proven expertise in TikTok marketing. [TikTok ]

TikTok's new Enhanced Events API for a cookieless future (Nov 7): TikTok has launched an updated Events API with a consolidated endpoint, streamlining data sharing across Web, App, and Offline signals. [TikTok ]

TikTok Partners with Rockerbox for Enhanced Marketing Measurement (Nov 8): TikTok's new partnership with Rockerbox brings expanded marketing measurement capabilities to advertisers, enabling a deeper understanding of the impact of TikTok campaigns on sales and revenue. [TikTok ]

Organic Social

Meta

Meta Introduces Option to Disable Read Receipts on Instagram DMs (Nov 7): Meta is set to introduce a toggle feature allowing users to disable read receipts in Instagram Direct Messages. [Social Media Today ]

TikTok

TikTok's 'Dream Stream LIVE' for Small Businesses (Nov 15): TikTok for Small Business is hosting 'The Dream Stream LIVE' event on November 15, helping small business owners excel in the upcoming shopping season. This live event will feature practical tips from successful TikTok small business owners on boosting sales, attracting customers, and creating engaging content. [TikTok Business ]

LinkedIn

LinkedIn to Remove Carousels, Profile Videos, and Clickable Links in Media (Dec, 14): LinkedIn has announced significant changes to its platform, set to take effect from December 14th, 2023. This update includes the removal of carousels (excluding those created by uploading PDFs), profile videos, and all clickable links within images and videos. ( Matt Navarra ) [thread ]

“Starting on December 14th, 2023, we’ll be removing all carousels and profile videos from LinkedIn. If you embedded clickable links within any image or video, please note that your content will remain, but the clickable links will no longer work. You can still share external links in the description of any post.”

X (previously Twitter)

Live Broadcasts on Desktop Now Feature Chat (Nov 9): Responding to user feedback, a social media platform has now enabled chat functionality for live broadcasts on desktop computers. [X Live ]

Timestamp Links for Video Uploads (Nov 9): X (Twitter) has introduced a feature allowing users to add timestamp links to their video uploads, enhancing video navigation. This feature, currently available on iOS, lets users jump to specific parts of a video by tapping on these timestamp links. [Social Media Today - Tweet ]

Snapchat

Snapchat's Lens Studio 5.0 Beta Unveiled at Lens Fest 2023 (Nov, 9): Snapchat has introduced its Lens Studio 5.0 Beta at Lens Fest 2023, featuring performance enhancements, advanced 3D modeling tools, and team collaboration features. This upgrade positions Snapchat to expand its AR capabilities, offering more sophisticated tools for developers and creators. [Lens Fest ]

Marketing Industry

GDPR, Users Protection & Privacy Laws

Google's Privacy-Centric Re-Engagement Strategies (Nov 9): Google is innovating in audience re-engagement amidst the decline of third-party cookies. They're focusing on privacy-preserving technologies like the Privacy Sandbox and the Protected Audience API . These tools, integrated into Google Ads, Google Analytics, and Display & Video 360, facilitate re-engaging past website visitors while upholding privacy. [Google Ads Help ]

Note: However, the shift from precision to prediction indicates that standalone remarketing campaigns may not achieve the same scale without third-party cookies and you need to get prepared for the shift in 2024.

FTC Accuses Amazon of Deceptive Ad Practices (Nov 6): The U.S. Federal Trade Commission (FTC) alleges Amazon used a secret algorithm, "Project Nessie", to manipulate ad placements and consumer prices, potentially costing consumers over $1 billion. The FTC claims Amazon prioritized paid advertisements over relevant search results, leading to "junk ads" and degraded customer experience. This strategy, reportedly approved by Jeff Bezos, may have increased costs for sellers and, consequently, prices for consumers. The FTC's case focuses on Amazon's alleged anti-competitive conduct, including penalizing sellers for offering lower prices on other platforms and using its scale to stifle competition. [Revised Redacted Complaint ]

Meta's New Policy on AI-Altered Political Ads (Nov 12): Meta announces a pivotal policy change for political and social issue ads on Facebook and Instagram. Starting in the new year, advertisers will be required to disclose when such ads contain digitally created or altered images, videos, or realistic-sounding audio. This includes content that depicts unreal events or actions by real people, fabricated individuals, or altered real events. Failure to comply may lead to ad rejection and potential penalties. Meta will add a disclosure notice on ads flagged by advertisers and in the Ad Library. [Meta ]

Note: minor alterations like size adjustments or color corrections that don't materially affect the ad's message are exempt from this disclosure requirement.

Advertising News

Meta joins Google and Microsoft in App Defense Alliance (Nov 9): Meta has officially partnered with Google and Microsoft as founding members of the restructured App Defense Alliance. The initiative, aimed at enhancing the security of app ecosystems, will work towards industry-wide adoption of best practices and guidelines for app security. With 17 General and Contributor Members, the Alliance seeks to address emerging security risks through collaborative efforts, aligning with Meta's commitment to safe data handling. [Meta ]

Amazon Fresh expands grocery delivery to all customers (Nov 9): Amazon Fresh now offers grocery delivery and pickup services to all U.S. customers, previously exclusive to Prime members. This expansion includes local grocery and specialty retailers and soon, Whole Foods Market. Prime members still enjoy exclusive discounts and offers. [Amazon News ]

Amazon's Potential Shift to Homemade Fire OS (Nov 9): Amazon is reportedly planning to replace Android with its own Linux-based operating system, codenamed "Vega", for future Fire TVs, smart displays, and other devices. [Engadget ]

Amazon's new Healthcare Benefit for Prime Members (Nov 8): Amazon Prime introduces an affordable healthcare option via One Medical. For only $9/month or $99/year, Prime members get 24/7 virtual care and convenient office visits at One Medical locations, saving $100 on the annual fee. [Amazon News ]

Humane Ai Pin - A Revolutionary Screenless Wearable (Nov 9): The Humane Ai Pin, a screenless wearable designed by ex-Apple employees, projects information onto your hands and is controlled via hand gestures and voice commands. It offers features like voice translation, music, and call handling, running on a combination of Humane’s Cosmos OS and OpenAI models. Priced at $699, this innovative device functions independently of smartphones and comes with accessories and an optional cellular plan. [Humane ]

Google's Generative AI in Search Expands Globally (Nov 8): Google's Search Generative Experience (SGE) is expanding to over 120 countries and territories, supporting four new languages. This AI-powered search tool helps users find comprehensive, relevant information quickly, especially for complex queries. SGE, initially available in the United States, India, and Japan, now includes Spanish, Portuguese, Korean, and Indonesian languages. Upgrades include easier follow-ups, AI-powered translation, and enhanced definitions for coding and health topics. This expansion is accessible via Chrome desktop and Google app (Android and iOS). [Google Keyword ]

Samsung Gauss Introduction (Nov 8): Samsung showcased its own generative AI model, Samsung Gauss, which includes Samsung Gauss Language, Samsung Gauss Code, and Samsung Gauss Image. Named after mathematician Carl Friedrich Gauss, these models are designed to harness the power of AI to enhance consumer experiences and work efficiency. [Samsung Newsroom ]

OpenAI DevDay announces new models and developer tools (Nov 6): OpenAI's DevDay brought a series of significant updates, including new models, APIs, and reduced pricing. [OpenAI ]

Key announcements include:

1. GPT-4 Turbo with 128K Context: This upgraded model boasts a larger context window and is more cost-effective. It’s capable of handling over 300 pages of text in a single prompt and is priced at 3x lower for input tokens and 2x lower for output tokens compared to GPT-4.
2. New Assistants API: This API simplifies the process for developers to create AI apps with goals, and call models and tools. It includes features like Code Interpreter and Retrieval.
3. Multimodal Capabilities: The platform now supports vision, image creation (DALL·E 3), and text-to-speech, broadening the scope of AI applications.
4. Function Calling and Improved Instruction Following: Enhancements include the ability to call multiple functions in one message and improved accuracy in function calling. GPT-4 Turbo is also better at following instructions and supports JSON mode.
5. Reproducible Outputs and Log Probabilities: A new feature enabling consistent model outputs, useful for debugging and unit testing.
6. Updated GPT-3.5 Turbo: The new version supports a 16K context window and improved format following.
7. Assistants API, Retrieval, and Code Interpreter: This release is aimed at creating agent-like experiences in applications, with features for running Python code, accessing external knowledge, and function calling.
8. GPT-4 Turbo with Vision: The new model accepts images as inputs, enabling diverse use cases like image analysis and document reading.
9. DALL·E 3 API: This allows developers to incorporate DALL·E 3 into their applications for image generation.
10. Text-to-Speech (TTS) API: Offers high-quality speech generation from text.
11. Model Customization and Lower Prices: Includes an experimental program for GPT-4 fine-tuning and a Custom Models program for extensive domain-specific training.
12. Copyright Shield: A new initiative to protect customers from copyright infringement claims related to the use of OpenAI’s services.

OpenAI launches Data Partnerships for AI training (Nov 9): OpenAI has introduced a new initiative, OpenAI Data Partnerships , aimed at collaborating with organizations to create both open-source and private datasets for training AI models. This move is part of OpenAI's broader goal to develop Artificial General Intelligence (AGI) that is safe and beneficial for humanity. By incorporating a diverse range of data, OpenAI aims to enhance AI models' understanding of various subject matters, industries, cultures, and languages. [OpenAI ]

OpenAI Launches Customizable ChatGPT Versions (Nov 6): OpenAI introduces customizable versions of ChatGPT, known as GPTs, allowing users to tailor ChatGPT for specific purposes. These custom GPTs can be used for a variety of tasks, from learning board game rules to designing stickers. The creation process requires no coding skills and can be as simple as starting a conversation. Users have control over added instructions, knowledge, and skills like web searching or image creation. GPTs are now available for ChatGPT Plus and Enterprise users, with plans to expand access.

A GPT Store will also launch, featuring creations by verified builders and allowing users to monetize their GPTs. OpenAI emphasizes privacy and safety in GPTs, ensuring user data control and implementing systems to review GPTs against usage policies. The introduction of GPTs marks a significant step towards more interactive and task-oriented AI systems, or "agents". [Open AI Blog ]

We're ourselves building a PPC News ChatGPT, already live for Contributors and will be available in the coming weeks.

About PPC News

Founded with the mission of simplifying the complex world of PPC, PPC News initially started in 2021 as a humble Slack channel created to address the needs of clients, agency owners, and PPC executives who were overwhelmed by the constant flux in the paid advertising industry.

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Yoann FERRAND (Founder) & Goutham Veerabathini (Active Advocate)