PPC Roundup (Week 29 - Part 2)

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.

-----------------------

In partnership with?Opteo, a smart way to manage Google Ads.

New at Opteo:?N-gram improvements identify low-performing keyword n-grams and recommend bid reductions or negatives to reduce wasted spend.

60-day free trial:?Opteo offers PPC News subscribers an extended 60-day free trial. Click?here?to learn more.

-----------------------

Analytics

Google Analytics 4

Charles Farina shared how GA4 is now reporting Performance Max and Smart Shopping campaigns for Google Ads. Here is the full list of channel groups in GA4.

Miklos Toldi noticed that all Google websites are being pushed to 'Organics Search' in GA4 at this moment. Something to be careful about!.

Paid Search

Google Ads

Shawon Das shared a well-known, but scary screenshot of how a campaign using a smart bidding strategy without Max bid limit and enhanced CPC could go wild.

Bob Meijer did some experiments between ???????? ???? ?????????? on some accounts using a CPA target with "excellent results thus far". The conclusion is inconclusive, and they will "stick to our tCPA strategies for a while and potentially give it another go in the future. We will be using the CLV data as a secondary conversion column to adjust our tCPA levels if needed."

Koos Hoeijmakers shared a ?????????????????????? ???????????? ???????? ???????????? ??????????????. It will help you to "know if the trend of the last 7 days is increasing or decreasing compared to the last 30 days performance."

Performance Max

With the release of "Creative Studio", Boris Beceric shared that:

the coolest feature in my opinion is the ability to customize ads by simply telling Google which element of an ad (like a product image, superimposed text, or sound) you want to be swappable and then provide different versions of that element. This way you can easily create hundreds of customized ads for different audiences, locations or languages. [...]

This could specifically be a good way for you to get clients to try PMax campaigns that were previously reluctant to doing so because of the cost associated with designing assets, especially video assets. So Ads Creative Studio offers a cheaper way to do this for them.

Kirk Williams shared some thoughts on the PMax transition process from SSC, especially some specificities that you may have missed.

Amazon Ads

Jeffrey Cohen shared a complete resume of the content-worth-sharing after Amazon Prime. Have a look!

Mansour Norouzi shared valuable insights about the report under Audience Insight called the Consideration Period.

"Consideration period shows you the amount of time between a customer first viewing any product detail page in the selected subcategory and subsequently purchasing your product.

It can help you understand the customers' purchase journey and what lookback windows would be the best to reach your customers while they are in considering phase."

Hamza Zulfiqar Tanveer shared "The Periodic Table of Amazon acronyms".

Did you know all of them? ??

Paid Social

YouTube Ads

After the official release of the YouTube/Shopify integration, Glenn Gabe noticed that there's an *onsite* checkout component, so viewers can complete purchases without leaving YouTube.

Facebook Ads

Bram Van der Hallen shared how ‘Advantage+ Creative' is how Meta likes your creative to appear. You control the messaging and the algorithm controls how it appears on-screen.

There are 3 auto optimizations to consider:

1: Standard Enhancements: Adjust aspect ratio, apply templates, and/or display relevant Facebook comments below your ad

2: Image Brightness & Contrast: Adjust these settings when it’s likely to improve performance

3: Music: Enable free music from the Meta library on Reels

He thinks the real question is: "How much does the algorithm favor creatives using Advantage+ above other creatives?" And when you ignore these suggested options, will it result in reduced performance?

TikTok Ads

Augustine Fou found out the new top 125 Pangle apps (TikTok audience network) where most of your clicks could come from in your campaigns. This is mind-blowing!

Smart Tools

Lee Foot shared his BERT Semantic Interlinking tool, featured as?Streamlit's App of the Month. It will find semantically related pages on your site using State-of-the-Art Sentence Transformers and link them together. So many use cases. Just upload a crawl file, and it'll do the rest. You can try it here, read more, or check the source code, and a sample output. :?

Professional Growth

Amalia Fowler shared how "Google Ads is shifting away from prioritizing keywords and keyword match types. As a result, site experience and optimization are becoming increasingly crucial.

It also means that the Venn diagram relationship between SEO & PPC is going to see more overlap. They've always met at the intersection of user experience, that's going to become more prominent.

If you're a PPC professional who works primarily in search, and you haven't taken the time to learn UX, site experience, analytics, or on-page SEO - now is the time.

I'm continuing to learn and grow in all those areas because while keywords aren't gone yet, they're on their way out."

It has been one of our weekly topics last week at PPC Club 83

Your Career in PPC (The Next 20 Years)

What are your thoughts?

Marketing Industry

Alexis Nicolas and Glenn Vanderlinden shared their thoughts about the latest Gartner report: "The State of Marketing Budgets 2021"

Alexis Nicolas shared the top trends:

1. Marketing Budgets Struggle to Rebound Post-COVID-19

2. Marketing Budgets Squeezed Across All Industries?

3. Pure-Play Digital Channels Dominate?

4. In-Housing Shifts From Tactical to Strategic Capabilities

5. Analytics Spend Fails to Make Top 3

Glenn Vanderlinden explained how "CEO/CMO alignment is a positive story, but elsewhere, marketing’s capability mix presents CMOs with a complex and often challenging situation. For example, CMOS report that they are confident in their capabilities to manage brands (the brand was one of the lowest-ranked capability gaps in the survey), but strategically important capabilities gaps persist:

- Marketing data and analytics:

26% of CMOs placed this as a top three capability gap

- Customer understanding & experience management:

23% of CMOs placed in the top three

- Marketing technology:

22% of CMOs placed in the top three"

Events

If you couldn't be present at Hero Conf London 2022, Wouter Veenboer shared a great brief. Worth a read, and see you next year!

Webinars

I sometimes find myself feeling a bit overwhelmed with the amount of news that is going on in our industry. PPC News has been helpful for catching up and learning about what's new, but I think it would be even better if I share with you some podcasts or webinars that could be valuable for you and your team! Enjoy a good cup of coffee and some time to relax.

Performance Max for Retail and Ecommerce: Learn How to Drive Better Results

3 Ways to Improve Quality Score | PSP 320

Best Google Ads Tips & Tricks From the LinkedIn Google Ads Guru, Cory Lindholm

Growing ecommerce Ep.22: Google Advertising uncovered with Ginny Marvin

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!