??PPC News (Week 13)

About PPC News?- We strive to provide a succinct and informative newsletter, curated from official sources and unbiased collaborators.

Our primary objective is to keep you up-to-date with the latest developments in the advertising industry. By doing so, we hope to help you stay ahead of the competition and achieve your advertising goals effortlessly! ??

PPC News

March, 27th to April, 2nd

EMEA product kickoff

Before starting, if you missed out on the EMEA product kickoff last week, here are the slides and the YouTube video.

Measurement

Google Analytics 4

"Reporting Identity": GA4 has now introduced a feature that addresses lost "cookie consent" data, allowing for more accurate reporting figures ??. ( Anna Simpson )

Google Search Console

Merchant listings and Product snippets: Google Search Console now offers two new ways to measure the impact of Merchant listings and Product snippets on website traffic through the Performance report and new reports named after the features. The Merchant listings report allows users to verify the validity of their product offers for merchant listings experiences. (source)

Bulk Data Exports: Search Console announces an update to bulk data exports, allowing multiple properties to export to one Cloud project. To do so, you need to customize your dataset name when setting up your export to have a unique dataset name for each export. (source)

Data Clean Rooms

BigQuery Data Clean Rooms: Google Cloud introduces BigQuery data clean rooms, which allow organizations to securely create and manage environments for privacy-centric data sharing, analysis, and collaboration without moving or copying data. Clean room capabilities are available through Google Cloud's partnerships with Habu and LiveRamp. Clean rooms will be available in Q3 in all BigQuery regions via Analytics Hub. (source)

Paid Search

Google Ads

Google Ads Editor version 2.3 has new 12 new features and updates, including file support for image assets, location targeting, and discovery ads and campaigns with product feeds support. Top content bid adjustment and create Dynamic Search Ads recommendations have been deprecated. (source)

View Asset Details: You can now see search terms insights at "view asset details" for each responsive ad along with its combination. ( Kevin Kaneria )

Microsoft Ads

Bing Chat Ads: Microsoft is testing ads in Bing Chat powered by OpenAI's GPT-4, labelled as sponsored. Ads can't be blocked and may erode trust. It's unclear how successful they are in Microsoft Ads due to limited transparency. (source)

eCPC for Microsoft Audience Network: Starting April 24th, manual bidding will no longer be available for new campaigns on the Microsoft Audience Network. Existing image and feed campaigns using manual CPC bid will be upgraded to eCPC by April 28th. (source)

Microsoft Ads suggests optimizing automated bidding for click-based and view-through conversions by changing your conversion goal attribution to "last touch".

Paid Social

Meta Ads

"Inventory filters": Meta rolls out inventory filters and third-party brand suitability verification for Facebook and Instagram feeds, using AI and aligning with GARM's suitability framework. Advertisers can choose from expanded, moderate, or limited inventory to control monetizable content. Reach could be impacted and CPM increase if you decide to limit the inventory. (source)

Updated LAL Targeting: The newly created lookalike audiences will use the location you've selected in your campaign's ad set. (Bar?? Sapmaz)

"Safe zone guardrail": When you upload vertical media, you can now enable the 'Safe zone guardrail' toggle. When enabled, this guardrail will show you where it's safe to place overlays on your video to avoid overlapping with other elements. ( Bram Van der Hallen )

Organic Social

TikTok

Effect House Branded Effects: TikTok introduces Effect House Branded Effects, enabling brands to collaborate with TikTok effect creators to produce custom Branded Effects, tailored to the brand's specific campaign needs. Branded Effects can include branded elements, calls-to-action, and custom audience targeting. (source / learn more)

Pinterest

Shuffles: Pinterest is improving the shopping experience by offering personalized discovery through the Shuffles app, curated style, and easy access to product catalogues. They are also introducing Pinterest Premiere Spotlight, which showcases brands on a search to reach users at scale and encourage discoveries - mostly dedicated to Gen-Z. (source)

Twitter

Recommendation algorithm: Jean-Christophe Chouinard shared an advanced article explaining Twitter’s recommendation algorithm. The recommendation pipeline has 3 stages: candidate sourcing, ML ranking, and filtering. Home Mixer is the service that constructs the For You timeline using Product Mixer framework. A bit advanced but very interesting: learn more

Marketing Industry

GDPR & Cookies-less world

Ads Transparency Center: Google is rolling out the Ads Transparency Center globally to help users easily learn more about the ads they see, including the advertiser, the ad format, and when it was last shown. Users can also access My Ad Center to like, block, or report ads. (source)

Google will require advertisers to complete one or more verification programs.?Below are some examples of the verification programs we may ask you to complete. A more detailed list can be found?here. (source)

Meta Ads Personalisation: "Meta will soon allow EU-based users to opt out of ads personalization using any data other than broad demographic features after the company was handed a record-breaking GDPR fine for using *first-party* data to target ads without consent." Eric Seufert

Still, Meta aims to limit the impact of EU orders so that it only applies to EU users and allows demo/geo-targeting by default. Privacy rights group noyb plans to take legal action against Meta for this illegal practice. (source)

Other Updates:

• A bipartisan group of U.S. senators introduced a bill aimed at cutting Google and Facebook's clout in online advertising, an early sign that lawmakers will press on with efforts to rein in Big Tech in the new Congress. (source)
• Italy has become the first Western country to block the advanced chatbot ChatGPT. (source)
• Google's 2022 Ads Safety Report (source)

Advertising News

• Apple TV users can now access Netflix's Basic with Ads plan, but the ad-supported tier is still unavailable on other devices. Only 9% of new US subscribers signed up for the cheaper plan launched in 11 countries. (source)
• Walmart introduced Display Auctions on the Display Self-serve platform, empowering advertisers to bid on available Walmart Onsite Display inventory for self-serve campaigns. (source)
• Apple introduces Apple?Pay?Later to allow consumers to pay for purchases over time. Users can apply for Apple Pay Later loans of $50 to $1,000. (source)

Other Updates:

• 20+ Connected TV Statistics & Advertising Insights for 2023 (source)
• Twitter’s top 500 advertisers could get free verification (source)
• Google updates Bard to improve math, and logic responses (source)

Thoughts of the week

Search marketing strategists are difficult to predict as most are replaceable by AI. They are adaptable, data-driven, and excel in the human touch, making them indispensable to businesses.

An Open AI's research explains how AI researchers can't decide if we can be automated away or not due to the job having the highest variance - even higher than graphic designers.

Christina Brauer shared her thoughts:

In essence, search marketing is a unique breed that defies end-to-end automation. Many have tried. We excel in the qualitative human touch, complex decisions, and business nuances while also being data nerds, interpreting data in the context of our human insights. This unique combination makes us indispensable allies to businesses.

How about you?

Did we miss anything else?

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