PPC Roundup (Week 21)

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PPC News

23rd to?30th of May 2022

Analytics

Google Analytics 4

Matteo Zambon announces that you can finally edit the Data Stream details

Content worth sharing

For those GA4 lovers, Krista Seiden gave her Top 3 Tips for Google Analytics 4, followed by an Ask me Anything session where Rick Dronkers joined her. Fascinating!

List of all questions on his post.

Glenn Vanderlinden & Adam Greco share how Amplitude released a version of their product that "blends marketing and product analytics together". It includes new channel classifiers (similar to channel grouping), personalized attribution modelling, and custom Metrics (source).

Paid Search

Google Marketing Live 2022

If you'd like to learn more about the Google Marketing Live 2022, I'd invite you to read these 3 main sources:

1 - "Reimagine, Results & Resilience" from Alex van de Pol

2 - "Everything you need to know" from Greg Finn

3 - "Keynotes recap" from Julie Friedman Bacchini

4 - The official recap from the Google team

Some "new announcements" that I've been exciting about:

• Visual experience in search and shopping will make the results more interactive.

• Google tag (gtag.js) will get a smarter and cleaner integration, finally!

• Google Merchant Center product improvements will help you to save time and make the link between your products and campaigns.

• Google Business messages are getting more present, but it's not really new. Advertisers will use this to fasten their customer service experience and qualify leads quickly!

• Target ROAS is being rolled out for both Video Action campaigns and Discovery Ads.
• Performance Max will be available for hotel advertising.
• Lift measures such as Geo-experiments are becoming more accessible.

Which one is your favorite? What were the most relevant new features for you?

Google Ads

Greg Finn confirmed 3 changes with the Google team:

• Audiences will be referred to as "audience segments" and "remarketing" as "your data"
• You're already able to reuse audiences on Performance Max and will be expanding to Discovery, Video Action and App campaigns in the coming months.
• If you're the owner account for linked sub-accounts, you can manage all data segment sharing from within the manager account.

Ahmed Imran shows how you can upload Customer Data from Data Platforms.

The most recent deadline for the AdWords API is updated, with a new date set at July 31.

Merchant Center

In June, Google will update the?Dangerous and Derogatory policy under the?Inappropriate Content?section to enforce against the promotion of skin lightening products that imply the superiority of one skin tone over another. (source)

Effective June 2022, the “Unsupported Shopping content” policy will be updated to include a change to how motor-powered bicycles are listed. Electric bikes of a speed of 25 km/h or 15.5 mph or less are still allowed, and all-electric bikes are now required to explicitly state the bicycle’s speed on the landing page and either the product title or description. (source)

Kirk Williams shares that you can now do a direct edit (Override products) of specific products within Google Merchant Center (see article)

Content worth sharing

Alex Velinov spotted a new Rectangular Google Ads image extension showing on mobile.

Microsoft Ads

PromoteIQ integrates Microsoft AI to help enhance ad relevance, and campaign performances, as well as, "leveraging these resources to bring advanced AI to its products and drive continuous improvements to retail media technology consistently over time."?

Amazon Ads

Amazon expands suggested bids for?Sponsored Display?to AU, IN, MX and NL.

Hamza Ali shares how you can Amazon for additional storage space with the Storage Limit Manager at no additional cost.

Walmart

Guru Hariharan shares how Walmart is aligning itself with Amazon by using Second Price Auction. "In the very short term before the market corrects for this transition, you may find narrow windows of opportunity to boost your ROAS on Walmart as a consequence of slower-moving brands not adjusting their bids upwards."

Paid Social

TikTok

Hootsuite announces integration with TikTok by allowing users to schedule and publish content to TikTok within the Hootsuite platform, moderate and engage with comments in real-time, and gain insights on post-performance. (source)

TikTok announced a new WooCommerce TikTok integration, including the embedded Smart Video generator tool, ?Catalog-based Ad format, Spark Ads for organic posts and Lead Gen Ads that integrate with CRM partners (source)

Marketing Industry

Post-GDPR & Privacy laws

Meta will finally give researchers?access?to targeting data for political ads (source)

Spotify confirmed to Protocol that it is slowly bringing back political ads for candidates, political parties, PACs and elected officials in the U.S. (source)

Cory Underwood shares his thoughts about the issued draft regulations for the CPRA, slated for enforcement on January 1st, 2023.

Thoughts of the week

Peep Laja shares 5 key things to do to speed up:

1. Reduce waste, validate quickly
2. The quicker you can get feedback, the better.
3. ?Decide quickly
4. Get more reps in and learn faster by executing faster
5. Use the Bezos matrix

How do you make fast decisions yourself?

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