??PPC News (Week 14)

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PPC News

April, 3rd to April, 10th

Measurement

Google Analytics 4

Data-driven "The new default": Google Analytics is phasing out first-click, linear, time-decay, and position-based attribution models. Rules-based models lack flexibility so data-driven attribution will be the default for Google Analytics 4 and Google Ads. These changes will take effect in May 2023. (learn more )

As a reminder, "Cross-channel last click" in Google Analytics ignores direct traffic and attributes 100% of the conversion value to the last channel that the customer clicked before converting. For instance, if a customer clicked Display > Social > Paid Search > Direct → 100% to Paid Search, the entire conversion value will be allocated to Paid Search. (learn more )

Events using regular expressions: Google Analytics 4 now lets you use regular expressions (regex) when creating or modifying events, allowing you to define conversions for web data streams. You can also migrate destination and event goals that use regex from Universal Analytics to Google Analytics 4. (source )

GA4 Onboarding: Google Analytics 4 now allows you to select business goals when creating new properties. This will change the available reports and their grouping. By choosing "baseline reports," you can access the old set of reports. This update affects previous tutorials. ( Julius Fedorovicius )

Enable BigQuery linking for roll-ups and sub-properties (for GA4 360 - enterprise only): Previously, BigQuery linking was only available for the source properties. This update allows you to create aggregate exports or sub-exports if desired. ( Charles Farina )

Paid Search

Google Ads

Verification Program: Google Ads offers the Business Information feature that allows advertisers to include a business name and logo in their search ads. Advertisers who qualify for the program will see an option in their Google Ads accounts to complete advertiser verification to unlock this feature. (source )

Auto Apply experiments: Google Ads now offers Auto Apply experiments created from the Recommendations tab. Selecting the "Auto Apply" option applies the recommendation if it performs better. ( Alfred Simon )

Pause low CTR keywords: A new recommendation warns to pause low CTR keywords if it has less than 1% CTR and 3 or more words.

Sophie Logan rightfully argues that this approach is too extreme, as keywords with low CTRs can still generate results. Always check the context and insights before accepting recommendations.

Microsoft Ads

Microsoft Advertising has made several updates to its platform. Professional Service Ads, including the new Doctor and Clinic Ads , are now available globally. Other changes include bulk operations in Asset Library (see below), a new column for target bid values, and changes to broad match modifier keywords. (learn more )

Bulk operations in Asset Library

?bulk operations allow you to easily bulk delete folders and assets, and move multiple items in bulk to your target folder or subfolder.

Amazon Ads

Before starting, a quick reminder from Akshay Tarpara that It's time to prepare for Amazon Prime Day 2023 ??

Amazon Ad Server: Sizmek Ad Suite has rebranded as Amazon Ad Server, offering new visual experiences and connections to Amazon's ad tech solutions. It powers dynamic creative optimization and offers cross-media analytics in Amazon Marketing Cloud, providing advanced insights about audiences and sales for optimized Amazon DSP campaign strategies. The platform also supports frequency and reach metrics and offers global customer service. (learn more )

Audible Titles with Sponsored Products: Book publishers and other vendors can now promote their Audible titles alongside other book formats using Sponsored Products in Australia, Canada, France, Germany, Italy, Japan, Spain, the United Kingdom, and the United States. It will help boost the visibility of books and connect with potential readers through targeted ads in Amazon shopping results. (source / learn more )

Average daily budget increase: You can allow campaigns to spend up to 25% or 100% more than their daily budget from unspent amounts on other days of the month. The feature is in beta and may not be available for all users. To access it, go to Settings and select Average Daily Budget Increase. (Akshay Tarpara )

If you'd like to deep dive into the Amazon Ads Learning Console, Jeffrey Cohen explains some of the key advantages here:

Paid Social

Twitter Ads

Blue subscribers: Twitter is offering additional features to its Blue subscribers, including a 50% reduction in ads shown in their timeline and priority rankings in conversations and searches. The ad feature only applies to the "Following" and "For You" timelines and will only activate once a subscriber's profile is verified.

While Twitter claims to reduce ads for paid subscribers, it's challenging to verify whether they genuinely see fewer ads. The social media platform is also exploring a costlier, ad-free subscription option. (source )

Organic Social

YouTube

YouTube introduces live reactions for viewer engagement during live streams and adds features to improve live stream management, such as ads automation and a live control panel. A new card displaying top formats watched on other channels allows creators to make informed decisions about their content, and posts are now viewable on Android tablets. (source )

You can also see some updates for YouTube creators below:

Marketing Industry

GDPR & Cookieless world

• A new lawsuit alleges that Google abused its dominance in display advertising since 2014 and seeks ￡3.4 billion ($4.2 billion) in damages for all UK publishers. (source )

Advertising News

• Google confirmed its plan to add conversational artificial-intelligence features to its flagship search engine, Chief Executive Officer?Sundar Pichai?said, as it deals with pressure from chatbots such as ChatGPT?(source )
• Facebook plans to use generative AI to create ads by year-end. Meta is also exploring LLMs for 3D model creation. (source )

“I expect we’ll start seeing some [generative AI ads] this year. We just created a new team, the generative AI team, a couple of months ago; they are very busy.” Meta’s CTO Andrew Bosworth

• Adthos launches an AI platform for generating audio ads using GPT-4 and synthetic voices, raising ethical questions about voice actor rights and content moderation. (source )

Did we miss anything else?

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