PPC Roundup (Week 20)

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PPC News

16th to?22nd of May 2022

Analytics

Google?Analytics

Google Analytics is releasing 3 new updates:

GA4 is introducing new types of conversion modelling. With the implementation of Conversion Modeling for Consent Mode and App conversions for app users with Apple’s App Tracking Transparency (ATT), It will help to attribute these to the appropriate Google Ads or YouTube campaign(s).

A new model for cross-product access management is being introduced, starting with Firebase. This model, called Linked Users, enables a Google Analytics 4 property Administrator to set the explicit permissions available to users in other products.

A new?runFunnelReport method?called Funnel API is being introduced to the?Google Analytics Data API. This method returns a?customized funnel report?of your Google Analytics event data.?

Content worth sharing

Doug Hall shared his slides from MeasureCamp London about "calibrating GA4 modelled data using observed data and GA360", and how is consent mode working. Great Job!

Paid Search

Google Ads

On May 16, 2022, Google updated its?advertiser verification?program reflecting the addition of 15 new regions to our verification program. Google will begin asking advertisers registered in ?land Islands, Caribbean Netherlands, Cura?ao, Falkland Islands (Islas Malvinas), French Guiana, Guadeloupe, Guernsey, Martinique, Norfolk Island, Palestine, Reunion, Sint Maarten, St. Barthélemy, Timor-Leste and Western Sahara to complete advertiser identity verification as part of the phased rollout.?(source)

The Smart Display campaigns are sunsetting, and being moved to Standard display. It should not affect your settings or performances.

(thanks, Shraddha Prajapati)

The voluntary upgrade starts to roll out performance Max in the Netherlands. (credit to Bianca Bergshoeff). Using the migration tool should preserve the performance history, so feel free to transit whenever needed.

Content worth sharing

Reminder, Google Marketing Live is happening tomorrow!

Mike Ryan shared with us one of his?favourite topics, the adoption & satisfaction levels in Google automation, using data from PPCsurvey.com.

I let you read more of his thoughts here. It's worth it!

Brodie Clark shared an ad label variations test on mobile. Greg Finn confirmed, with the Google team, that this test is currently "part of a series of experiments to help users more easily identify the brand or advertiser associated with the Search ads they may see for a given query".?

Shameem Adhikarath reported how users can filter by Product prices, and how you can check Price drops, including all products with a lower price than their 90-day average.

The LocalIQ (previously WordStream) shared their 2022 Search Benchmark.

Microsoft Ads

Alex Velinov reported that, at Microsoft Advertising Activate 2022 event, Microsoft announced Multiplatform Campaigns. You can manage your social network presence on Facebook, Instagram, LinkedIn, and Twitter.

DuckDuckGo is now available for Mac in Beta! This Microsoft partner will provide?even better privacy protection defaults with tracker blocking; HTTPS upgrading, and features like automatic cookie pop-up management for users who care about their privacy.

Thanks, David Bla?evi? for sharing their latest TV ad targeting Google.

Content worth sharing

Microsoft shares the advantages of using Vertical Ads across the Travel, Financial Services, and automotive industries.

Microsoft shared valuable insights about the summer activities - e.g. 77% of consumers have stated they’ll begin shopping in-store for summer items by the end of May.

Amazon Ads

Amazon will bring virtual product placements to Prime Videos shows, including some brands like M&M's (Adage - thanks, Giulia Mastrantonio for spotting it out).

Content worth sharing

Helen Robinson noticed that Amazon is now reporting on the rank of keywords within an ad group for the estimated potential to generate conversions.

Amazon Advertising News & Tips shared how you're now able to select whether you want your video ads to appear on Amazon, and how Sponsored Ads are progressively taking over.

Hamza Ali shares how you can convert listing from merchant to fulfilled by Amazon to the related programs that are eligible for your product.

Muhammad Noman noticed that Amazon now will be suggesting bids for special events in auto campaigns. Bids will be available 45 days before the event.

Jeffrey Cohen announced the creation of a new Amazon Ads GitHub repository.

Programmatic

Google Ad Manager

Google Ad Manager launched a new Programmatic Video Health Tools to save time by highlighting opportunities and helping you determine why some inventory performs better than others at auction. It shows signals that are important to advertisers, such as viewability, app or web domain name and audience information — plus their impact on revenue.?

Paid Social

Facebook

The Transparency Center has released a new report on transparency on Facebook called Widely Viewed Content Report: What People See on Facebook.

Twitter

Twitter CEO Parag Agrawal came to the defence of Twitter in response to public criticism from Musk with a long explanation?of the company’s current fake profile detection and removal process.

Below are a few of the many arguments:

TikTok

?TikTok launched Branded Mission. It is an industry-first ad solution that enables advertisers to crowdsource authentic content from creators on TikTok, turn top-performing videos into ads, and improve brand affinity with media impressions.

TikTok, explained that the aim was to "democratise the creator space". The proposition means that brands cannot target content creators based on age, gender, race or any other distinguishing features. (Campaign)

TikTok selected its top 3 creators per industry in the "The Showbiz List: TikTok's Entertainment Industry Creators of 2022" in acting, animation, behind the scenes, choreography, cinematography, commercial design, costume design, filmmaking/directing, makeup/hair design, and music.

Yelp

Yelp has added a new feature that will help small businesses more easily connect with potential clients. The Request a Call option allows users to specify a preferred call-back time. It’s then up to businesses to either confirm or ask for a different time.

(thanks, Danny Goodwin)

Marketing Industry

Marketing Research

In a?recent McKinsey survey, "45% of CFOs said the reason marketing proposals had been declined or not fully funded in the past was that they didn’t demonstrate a clear line to value, and 40% didn’t think marketing investments should be protected during a downturn."

Read more: Performance branding and how it is reinventing marketing ROI

Advertising Industry

Sam Martin-Ross reported that Disney Plus will be launching a cheaper ad-supported tier, even before Netflix, and despite saying they never would.

Shopify shared that they've partnered with?BlackTies, a job listing site dedicated?to helping advance their diversity and inclusion efforts within the Black community.

Google moves their employees out of Russia. “The Russian authorities’ seizure of Google Russia’s bank account has made it untenable for our Russia office to function, including employing and paying Russia-based employees, paying suppliers and vendors, and meeting other financial obligations,” Google said. (Wall Street Journal)

Post-GDPR & Privacy laws

The European Union’s General Data Protection Regulation (GDPR) has hit Google with another €10 million fine by Madrid following upon passing information that could be used to identify citizens requesting deletion of their personal data under EU law. It includes their email address; the reasons given; and the URL claimed, to a U.S.-based third party without a valid legal basis for this further processing. (TechCrunch - credit to Julian Juenemann)

The new legislation has caused a stir in the U.S.; according to the PEW Research centre, 44% of Americans think major technology companies should be regulated more than they are now, down from 56% in April 2021.?

In your opinion, Is this change in opinion the results of lobbying group(s), such as American edge, secretly funded by?Facebook, to combat antitrust legislation in Washington? (Washington Post)

Or the actions from Apple, who say that they're responsible for the protection of your data. (thanks Karthik Srinivasan for picking up the top 5 Apple privacy ads from 2019 to 2022)

Even when the winners are themselves (thanks, Bram Van der Hallen).

Thought of the week

What do you think will come out of the Metaverse? This post from Tom Pascoe blew me away. I felt like It could be a real life-changing use case too. How about you?

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