??PPC News (Week 49)

This week's?PPC news?is a more concise and to-the-point update from official sources. It aims to make it easier for you to collaborate with your team or clients, and hopefully, It'd be a great way for you to be up-to-date on the latest news! ??

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PPC News

5th to 11th of December 2022

Google Analytics

Page Path in GA4 - Page Path is now available as a node type in GA4 Path Exploration reports, so you can now path on a more granular and informative level! This is a big improvement to the Pathing report. Krista Seiden

Search Console

Products Structured Data - If you already provide Product structured data on your web pages, you can now onboard onto Google Merchant Center faster!

Paid Search

Google Ads

Continuous scrolling - Continuous scrolling to the desktop is rolled out in English in the U.S. It can reach the bottom of a search results page and you'll be able to see up to six pages of results.

Automated Bidding Simulation Tool - Google is launching a simulation tool for eligible advertisers that will allow you to see how automated bidding would have reacted to data-driven attribution over the last 7 days. (source)

?App & Discovery Data-Driven Attribution - Google announced It is expanding the DDA support to app conversions and will begin supporting Discovery formats (including those in Performance Max) next year. (source)

Organise Keywords in Keyword Planner

"Limited by budget soon" - Alfred Simon spotted this new notification.

Pmax Product Data - These data now be downloaded ( Thomas Eccel )

Bye, Bye Smart Display - Google Ads has removed the ability to create new Smart Display Campaigns in all versions of the Google Ads API. (source)

Microsoft Ads

If you miss out on the updates on Microsoft Ads, here's an overview from last month.

• Video Ads on the Microsoft Audience Network (source)
• Flyer Extensions?(source)
• Import your Performance Max Campaigns (source)
• Auto-generated remarketing lists
• Ad schedule with a calendar view
• Auto-apply APIs such as "Removing conflicting negative keywords" (source)
• Expanding coverage in 145 & 121 markets of Hotel Prices & Property Promotion Ads
• Online conversions update—retract and restate (early beta)
• New folder capabilities within Asset Library (coming this month)

Verification for UK Financial Services advertisers - Microsoft Advertising requires advertisers who show financial services ads in the UK to complete their UK Financial services verification. This requirement involves all financial services and includes all ad formats and extensions. (source)

Amazon Ads

Sponsored Display - Sponsored Display is now available in Amazon Marketing Stream (beta) in North America. New metrics available through this Sponsored Display launch include new-to-brand metrics and view-based attribution for vCPM (cost-per-thousand viewable impressions) campaigns, summarised hourly.?(source)

Inspire - Amazon is bringing a TikTok-like shopping experience to its app.?While Inspire focuses on short-form video content, it also offers support for photos, making it something of a hybrid between TikTok and Instagram. (source)

Search Query Performance - Search Query Performance is now downloadable. It is a real game changer with so many use cases. ( Ritu Java / Dmytro Nesmiianov ???? )

Paid Social

Meta Ads

Instagram Feed Placement - You can now choose to run ads within the feed view of public Instagram profiles. ( Bram Van der Hallen )

LinkedIn Ads

Group Identity - leveraging first- and zero-party data, such as title, seniority, industry, interests, etc., LinkedIn started to build groups that preserve privacy. ?You’re essentially putting more trust in LinkedIn’s system to get your ads in front of the right people, based on first-party attributes, as opposed to honing in your audience targeting through more specific, manually selected qualifiers. (source)

Brand Lift and A/B Test products - Using On-Device Experimentation, a solution that allows randomization and attribution to be processed via a virtual device, you can also have access to the insights you need while preserving members’ anonymity.?(source)

New Conversions API - you can now connect your first-party conversion data to the platform to help you better understand full-funnel performance.?(source)

Organic Social

Twitter

Twitter Blue is back - Starting on Monday, Twitter is re-enabling Twitter Blue sign-ups on iOS and the web. Twitter Blue subscribers will get access to subscriber-only features* such as Edit Tweet, 1080p video uploads and reader mode. Subscribers will also receive a blue checkmark after their accounts are reviewed. (source)

Long Tweets - Twitter is going to extend its character limit from 280 to 4000. (source)

WhatsApp

WhatsApp Avatar - Your avatar is a digital version of you that can be created from billions of combinations of diverse hairstyles, facial features and outfits. On WhatsApp, you can now use your personalized avatar as your profile photo or choose from 36 custom stickers reflecting many different emotions and actions. (source)

Marketing Industry

Post-GDPR, cookies-less world & privacy policies.

TikTok's Trust & Safety team - TikTok has created a Trust & Safety team within?US Data Security (USDS)?to build further trust and confidence in the protection of US user data and compliance. It has also?combined forces between the rest of our US Safety team and their Global Trust and Safety Team to deliver on their shared mission to "protect people from harm, promote platform integrity, and foster a place that brings people joy".? (source)

Meta & EDPB settlement - The European Data Protection Board (EDPB) has not disclosed this yet but It may have settled major privacy complaints targeting the legality of Meta’s core advertising business model in Europe dating from 2018. The protocol it’s following means it passes its binding decisions back to the Irish Data Protection Commission (DPC) (source)

Amazon's $2 Ad Verification program - currently limited to US and UK-based Amazon customers — was launched in the wake of concerns from privacy advocates over how Amazon handles sensitive user data. Through the program, Amazon hopes to offer more personalized-ad experiences to customers that reflect what they have previously purchased. (source)

Czech Copyright Act - Google had removed the display of previews of EU press publication content that might be protected under the new law (snippets, thumbnails, and video previews) in Google Search, Discover, and News in Czechia.?It also had to make the decision to discontinue Google?News Showcase, the licensing program that pays publishers to curate their content across Google News and Discover, in Czechia. (source)

Before

After

Advertising Industry

Disney+ Ads - Disney+ launched its ad-supported tier, “Disney+ Basic,” at $7.99/month. The plan is currently only available in the U.S. and will become available in other countries sometime next year. (source)

Brave Search Ads - Brave Search will feature "privacy-preserving ads" as part of a global beta program. Ads will give users the option to use our independent search engine with ads that don’t track them or to sign up for the ad-free paid search. For users that don’t want to see ads, Brave is also offering an ad-free experience:?Search Premium. For $3 per month. (source)

Thoughts of the Week

Airbnb?said its strategy of slashing advertising spending, investing in brand marketing and lessening its reliance on search-engine marketing is continuing to pay off.?(source)

“We think of performance marketing as more of a way to laser in to balance supply and demand rather than a way to just purchase a large amount of customers.”

In Q4 2021, The company then expanded its digital strategy into OTT and CTV, further reducing the budget share for PPC. Have you reached a tipping point yet?

(read more before decreasing spend)

Further reads: Look forward to the future with :

• Google's "Year in Search 2022" report
• the "Pinterest Predicts 2023" report
• the "Instagram Trend 2023" report

Did we miss anything else?

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

We hope you enjoy this content ???We’re always looking for ways to improve?#ppcnews, and we’d love your feedback. Please let us know if there are any other ways, we could help better, and?if you'd like to join, feel free to PM me (Yoann FERRAND)!