PPC News (Week 15)

Happy Easter, the latest PPC news for last week is here! ????

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PPC News (Week 15)

11th - 17th April 2022

Analytics

Google?Analytics

Google has added an informative warning for the real-time analytics reports in Universal Analytics. They are inviting users to try Google Analytics 4 instead! (source - post)

Charles Farina reported that landing Page has finally just been added to Google Analytics 4. Now available in explorations! (post)

In a last tweet, he also noticed that they are releasing a new conversion migration tool and showed what it looks like.

Step 1

Step 2

Check if the conversion tracking feature is available and use Simo Ahava's GTM Tools - Thanks for sharing, Fosca Fimiani!

Search Console

Google announced that they're getting rid of an old tool, the URL Parameters Tool. It was reported by Chris Long that the commands from this tool were potentially ignored by them for years!

Content worth sharing

You can listen to this podcast "Steen Rasmussen on the Future of Google Analytics" if you want. One key takeaway from the episode was learning how we could ask permission at a critical moment - for example, when signing up to a newsletter or adding items into a cart. (listen now)

The world of GA4 hits parameters can be daunting, but don’t worry! David Vallejo Sanz built this interactive cheat sheet with all the info you need. It's still evolving, so check back often for updates. (source)

Paid Search

Google Ads

Custom columns give you access to new metrics and sources. For example, your column can calculate the CTR per device. It will also be available in Google Ads reports soon. (source)

You can now include spreadsheet?functions, calculate and compare metrics?across date ranges, reference other custom columns in a formula, add more non-metric columns in your formula (including columns like Campaign name, Budget), utilize new column formats like “Text”, “True/False”, and “Date”, apply multiple filters to one formula and filter by?custom variables for conversions.

With custom columns, Greg Finn actually succeeded to get more details about Impr. Share.

Dashboards are getting a facelift !?Google aims to make it easier to use dashboards overall, added new features like interactive table cards and rich formatting. You can also conditional format your report in case you need specific colours or formats for certain elements on the page - all without having any trouble from slow loading times. (source)

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Adriaan Dekker showed an example of Trusted Store Badges. Google has started rolling out the trusted store badges since its announcement a few weeks ago. (post)

Google has started automatically converting search phrases into broad keywords. If you're not turning off "Auto-apply" in the Recommendations section, there's a chance these new changes will affect your account - Thanks for the warning, Gordon Campbell! (post)

Shraddha Prajapati reports how the "Local Competitive Visits & Search Terms" is a great way to see what other advertisers are doing right and wrong when it comes to their local coverage. The reports show you the number of search queries, clicks, and store visits that went to other advertisers because their ads showed for a relevant local search query while your ads didn’t. (post)

Chris Ridley spotted the Ad customizer attributes column at the campaign level, and Dario Zannoni@ASUE showed what the results look like for RSA(s) at the keyword level, and how It is possible to edit the customizers directly.

Google has been showing the ability to compare one product against another in their search engine for many years now. But recently, Google quickly gave us another tool that allows users not only compare products, but also add additional items they want comparison shopping on top of them! Thanks, Glenn Gabe for sharing it. (source)

Adriaan Dekker showed us how Google has been running tests with higher price badges. You can see an example in this screenshot, where this fireplace is listed as more expensive than similar products. (post)

A poll showed new insights about the usage of Manual bidding. Thanks, Greg Finn!

YouTube Ads

The Search Insights will show you what terms your viewers are searching for on YouTube. Announced last November, Alex Velinov report that this?tool shows you data based on searches across all of YouTube, as well as just your viewers’ searches. There is also a content gap filter, which shows you searches for which searchers were unable to find a video. (see post and official announcement)

Microsoft Ads

Barry Schwartz reported how seasonal adjustment are being rolled out in the platform (see post)

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Microsoft had some interesting insights to share with us about Mother's Day. A good reminder that there are only a few weeks left before the 8th of May to adjust your campaigns if necessary! (download the report)

Amazon Ads

When you use Sponsored Products, you can now filter your catalogue to select products that have a high chance of being clicked on with the suggested sort option. (source)

Amazon creative services is changing the way advertisers produce and manage media. The advertising console has been updated to include a search function for custom assets, reviews of popular service providers along with samples from previous projects in order to make it easier than ever before to determine which company best fits your needs! (source)

Content worth sharing

In fact, Joshua Rawe demonstrates you can't afford to not use high-quality images! All of your search results are visible, so make sure they're awesome by using HD stock photos with callouts for keywords in their titles and descriptions. (post)

Guru Hariharan reports that Amazon just announced a new "temporary" 5% fuel and inflation surcharge for sellers on its marketplace. It affects the majority of Amazon's gross merchandise volume (GMV) flows through this platform. (post)

Tehsin Rashad clarifies that this increase affects only FBA Fulfilment Fees. If your product costs $100, you might spend 8-10 dollars on FBA. This increase is equivalent to $0.4-0.5 or only 0.5% of your total Price. (post)

As we head into the ?? summer season and with the previous price level peaks in June and December 2021, Guru Hariharan wonders if there will soon be another surge related with outdoor purchases, especially since many supply chain disruptions are currently happening all over North America. (post)

Paid Social

Meta Ads

Meta has announced that they will be charging creators fees of up to 47.5% for selling virtual wares in their metaverse - significantly more than Apple charges developers on the App Store. (source)

You can learn about the new opportunities that are made available with Meta's Zuck. These include being able to create events in a virtual world and more.

Content worth sharing

Marketers noticed that some best performing ads were shut off involuntarily, and they started to request refunds due to their investment being indirectly misplaced.

TikTok

TikTok's rapid growth is set to continue as it continues its bid for world dominance. The video-sharing app has already overtaken Twitter Inc (TWTR) and Snap Inc., with their advertising revenue likely surpassing that of these two companies combined by 2022 - reaching $11 billion USD. (source)

David Herrmann shared how the future of TikTok ads could be similar to Google Ads (see tweet), and how once you have the ability to run ads in search results (in beta) on TikTok you can begin to pull the search terms of the ads that converted.

Pinterest

The new Pinterest for WooCommerce extension gives many more merchants the power to turn their product catalogues into shoppable Product Pins on Pinterest. It is one more way that this social media platform continues becoming easier to drive sales, which means it will be an increasingly attractive place as well.? (source)

Snapchat

Bespoke Software Solutions has done a report analysing which were the most popular apps of 2021 and cross-referenced it with monthly user data for each app and how many times people search for queries related to deleting the apps (based on ahrefs.com).

Based on that methodology, Snapchat is apparently the app most Brits want to delete, with 971.64 ‘how to delete’ searches per 100,000 users.

Marketing Industry

PwC and Iab released their Internet Advertising Report for 2021.

"Coming in at a total of $189 billion, 2021 YoY growth for total digital ad revenues climbed 35.4% which is the highest increase since 2006. This growth is nearly three times larger than the previous year’s growth of 12.2% and is more than two times the growth between 2019 and 2018. Revenues increased by $50 billion in just one year."?

"Digital video experienced the most advertising growth since 2020 with a 51% increase in revenue and a 2.2 percentage point increase in market share."

(download the full report)

In 2021, it was revealed by SEMRush that organic traffic to eCommerce sites decreased by 23%.?One major reason for this drop can be attributed to Amazon losing 37% of its own SEO visibility. Amazon also appears less frequently in the Search Ads space across devices.

(State of Search: Discover How the Web Changed in 2021)

With input from major companies such as Stripe, Facebook & Alphabet - it looks like there is no turning back on climate change! The Frontier Market Commitment will fund initial US$925M of permanent carbon removal between 2022-2030. This investment has been made by tens of a thousand businesses using these platforms, who are all committed towards finding solutions within our environmental problems. (source - source)

Reflections of the week

Credit to Grant Golestan-Parast & Shane Wallace

Credit to Daniel Wirtz (post)

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