PPC News (Week 19)

Week 19

The latest PPC news for last week is here! ??

In partnership with Opteo, we're offering you an?8 weeks trial ?worth of smart recommendations to improve your Google Ads performances, so take advantage!

PPC News

9th to?15th May 2022

The top 3 news that matters to me are:

(1) The new video creation tool within Performance Max

(2) How to export your?Google?Auction Insights Data

(3) The Expanded Shopping Benefits for Prime Members

Analytics

Google?Analytics

Matteo Zambon Consent Mode directly on Tag Assistant (and GTM Debug). You can now check the Consent Mode variables directly in Tag Assistant.

Google Ads

Official announcements

With the new Google Ads scripts experience , you can now process more entities - meaning campaigns, ad groups and keywords - in the same amount of time; simulate the execution of your script; manage?smart bidding , including target ROAS or target impression share, which require a parameter/target; and ES6 , a newer version of JavaScript, is now supported.

During the Google I/O, they announced +24 new languages in Google Translate (now 133 languages), Android 13 ?to help with privacy concerns, and Google Wallet for a fast and secure way to access everyday essentials. Multisearch where users can now ask questions using both an image and text query at the same time; and the Improved diversity and representation ?across Google products were also introduced again.

During the conference, It has been announced that YouTube is increasing the number of videos with chapters with automatic generation based on analysis from DeepMind , a British artificial intelligence company acquired by Google in 2014.

Later this year, "My Ad Center" will be launched to give people even more control over the ads they see across YouTube, Search, and Discover.?

Saad Ali Khan 's tweet reports that Google is testing a new carousel ad format in search results, which will provide another way for shoppers to browse directly from the SERP.

Alex van de Pol reports the new video creation tool within Performance Max. It supports advertisers who are "struggling to create a strong video, as it requires a lot of creative effort and coordination", and "It will make it a lot easier to create video's per asset group theme."? If you want a personalized video, Director Mix can be an alternative.

Alex Velinov shares an exciting new development in the form of linking customer data through linking 3rd party apps to create audience segments.

Content worth sharing

Linked? With the help of machine learning, Shopify has created a new Shopify Audiences that can be accessed in one click. (credit to Greg Finn )

Stefan Neefischer explains how you can export your?Google?Auction Insights Data in an automated way using BigQuery?

Mike Ryan has an interesting prediction at Google’s ambitious plan to take over Shopping with Performance Max for Retail. He predicts that PMax will get up as much 75% Share of the shopping spend, and he doubts it'll be less than 66%, the current Smart Shopping share.

Amazon

Official announcements

With Expanded Shopping Benefits for Prime Members, "Buy from Amazon" will allow millions of U.S. based prime members to shop directly from the sellers' online stores with the same trusted experience they expect from Amazon - including fast free delivery and a seamless checkout process! (announcement )

Listeners can now engage with brands or services through voice by using Amazon Ads’ interactive audio ads . The new technology is available on Alexa-enabled devices, where users will be able to hear an interesting offer while listening to Amazon Music ad-supported tier on an Alexa-enabled device,

Content worth sharing

Raja Hamza Fiaz reports a new feature under "Sponsored Display Ad Campaign" where Amazon will automatically display ads next related detail pages that are complementary or similar towards what we sell, which results into increased clicks and conversion rates!

Hamza Safdar has a great tip for those who are running ads on Amazon to ensure that their fulfillment issues and stock availability per region don't affect your performances.

I agree with him, too. If your stock is limited, and you can sell it organically, then you could consider to pause the advertising until you've got more stock availability!

Paid Social

Facebook

Meta's holding its first ever ?‘Conversations’ business messaging conference next week (5/19), where it will showcase some of the most innovative and coming upgrades for their platforms. These will impact over 2 billion users! (Andrew Hutchinson )

Register here

Content worth sharing

eMarketer shares 2 interesting states:

"Instagram's user growth rate is decelerating, but unlike its sister app, change is still positive and will be through at least 2026."

"Facebook can't keep up as users under 25 continue to leave the platform—or never adopt it at all. Less than?15%?of US Facebook users will be under 25 next year."

Twitter

It's no surprise that Elon Musk has temporarily hold on his deal, even after previously promising he will fight bots and fake accounts.

Twitter is likely testing a ‘liked by author’ label (Business Line )

Content worth sharing

Rand Fishkin took Elon Musk's word for it when "calculating that spam/fake accounts represent less than 5%".

They "spun up this comprehensive analysis for Mr. Musk’s account".

TikTok

Alessandro Paluzzi shares with us a nice "Adjust clip" feature.

TikTok has launched a?new, interactive insights platform , which enables you to use a range of filters to discover key data points on your target market/s. (source )

Content worth sharing

While TikTok's time spent on the app will be tip-top this year, it doesn't yet have enough ad revenues to surpass YouTube. Per eMarketer 's forecasts, that'll happen in 2024 when their U.S. revenues reaches $11.01 billion, higher than YouTube - which will stands at $10.71bn.

Marketing Industry

Facebook’s parent company, Meta Platforms, and its largest outsourcing partner in Africa face new allegations of forced labor, human trafficking, and union busting in Kenya. (Times )

Nielsen Annual Marketing Report shares some convictions on what impact performances for your social media marketing strategies. A very interesting read!

Guru Hariharan shares a Feb/Mar 2022 research from McKinsey & Company .

The mindset to compare inflation and consumption is very valuable for marketers who want a forecast on their spending changes.

Thought of the week

The way advertising has changed over the years is evident. Nikhil Narayanan discusses how modern day advertisers must adapt to survive, and how some values are worth nurturing to retain talents in an agency - like mental health, organizational ethics, employer purpose, authenticity, and work-life balance!