PPC Roundup (Week 28)
??? Yoann Ferrand
???? ???? Senior PPC Manager | Fractional Head of PPC | Dad | 2x Top 100 Most Influential PPC Experts | Empowering businesses to achieve digital maturity with confidence.
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.
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PPC News
11th to 17th of July 2022
Analytics
Google Analytics 4
In Explorations and Reporting Customization, you can now report on the:
Just be aware that Bounce rate is calculated differently between UA and GA4 (source)
Search Console
To help us understand the performance of your videos on Google, and identify possible areas of improvement, Search Console is launching a new report called Video indexing. (source)
Paid Search
Google Ads
Google launched Ads Creative Studio to Increase relevance with customized ads:
Shraddha Prajapati & Alex van de Pol shared how you can now add voiceovers to your videos. Have you tried this feature yet? Good results?
Google is testing a new format for destination queries that not only shows????????????? ???? ???? but now showed this "short videos" format in the ???????????????? section.? (Rudolph Dekker)
Content worth sharing
Prabhakar Raghavan, who runs Google’s Knowledge & Information organization, said that “In our studies, something like almost 40% of young people, when they’re looking for a place for lunch, they don’t go to Google Maps or Search,” he continued. “They go to TikTok or Instagram.” (source)
Young people are often looking for an answer or solution in the form of a quick fix or "unbiased crowdsourced reviews" as Timothy Armoo mentioned.
Bram Van der Hallen showed us how it looks when planning my next trip to New York and searching for a hamburger restaurant.
Tiago shared 2 useful formulas to be used as custom columns:
Trending cost:
Budget pacing:
Frederik Boysen shared how enhanced conversions help to achieve a greater uplift in their sales for e-commerce. That's a great point. It definitely clarifies that it is not for B2B/Lead generation purposes only!
Performance Max
Performance Max has some new features:
Benjamin Wenner warned that "Exclude App Placements"?is still worth doing in Pmax.
He also shared how you can now set up a rule-based email in Google Ads, if a Performance Max migration happens.
Hotel ads
Google Hotel Center?will give you new insights into travel behavior:
(credit Rudolph Dekker)
领英推荐
Google Ads policy
In August 2022, the?Google Ads Political Content policy?will be updated to clarify the disclosure requirements for election advertising using ad formats and features available across Google where the advertiser is responsible for including a “Paid for by” disclosure directly in the ad, as follows:???
For visual formats, the disclosure must be visible at all times and be of sufficient size to be visible to an average viewer. For audio-only formats, the disclosure must be substantially similar in pitch, tone and speed to the rest of the ad.?
Concurrent with this update, in August 2022, US Election Ads serving in the US will be eligible to run as?Audio Ads on YouTube. (source)
Amazon Ads
?Sponsored Display?can now customize their creatives by adding a headline, logo and lifestyle image together, or individually. (8th of July)
Guru Hariharan shared how Amazon is giving more importance to Amazon Live, shoppable videos across multiple categories.
Mina Elias advised using more of the backend keyword feature. It provides sellers with an alternative to the index for valuable keywords that could not be targeted on the PDP and while not visible to the buyer, they still have a significant impact on improving visibility and driving conversions
Programmatic
Alexis Nicolas shared how YouTube audience-level reporting in Campaign Manager hasn't been fun as to get granular data, lots of manual campaign architecture is needed within DV360 (specific line items per YT audience within an IO).
Paid Social
Meta Ads
It is now possible to enable music for static image ads showing on Reels. (Dario Zannoni)
Content worth sharing
Bram Van der Hallen shared 2 tips:
eMarketer shared how Messenger is still the leading messaging platform in the US.
Matt Navarra shared how the average Instagram feed post engagement rate has dropped by 44% since 2019. A critical point to understand why your engagement could have changed.
Twitter announced a new "Unmentioning" feature. (source)
TikTok
A new tool to customize content
Automatically filter out videos with words or hashtags they don't want to see from their For You or Following feeds?
Introducing Content Levels to help further safeguard the viewing experience.
When we detect that a video contains mature or complex themes, a maturity score will be allocated to it to help prevent those under 18 from viewing it.?(source)
TikTok Inventory Filter will then assess which videos to exclude from a given tier. As a result, the maturity of the themes present in each tier will vary accordingly, as follows:
-?Full Inventory:?Excludes any "Floor" content removed by robust moderation against TikTok's Community Guidelines and some "High Risk" content. In this tier, ads may appear next to some content featuring mature themes.
-?Standard Inventory:?Excludes "Floor" and "High Risk" content. Ads will appear next to content that is appropriate for most brands but may contain some mature themes.
-?Limited Inventory:?Excludes all risk levels (from "Floor" to "Low Risk"). Ads will appear next to content that does not contain mature themes. (source)
Marketing Industry
GDPR & cookies-less world
Advertising news
Thoughts of the week
From Jyll Saskin Gales, what would a Google Ads platform look like without keywords?
Cory Lindholm already wrote a similar post, worth reading!
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!
Global Head of Programming and Original Content
2 年Thanks for the mention Yoann FERRAND
Google Ads Coach & Inside Google Ads founder | Google Ads Training | Google Ads Course | Learn Google Ads
2 年Thanks for including my post!
Google Ads Manager & Marketing Data Scientist ?? Empowering Brands & Marketers with Advanced Paid Search & Analytics Consulting ?? 8+ Years, $1M+ Monthly Ad Spend ?? Top 50 PPC Influencer ??? Co-Host, PPC Unfiltered
2 年Thanks for another shout-out, Yoann FERRAND!
Head of Travel
2 年Thanks for the mention Yoann FERRAND. Stay cool??
CEO at Profitmetrics.io | Help Agencies and E-Com stores Optimize with POAS? in Google Ads and Meta ??
2 年Thank you for the mention Yoann FERRAND. Hope all it good with you.