PPC Roundup (Week 30)

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

Following the release of the well-expected new "Google Tag", Simo Ahava shared a way to control all Google's tagging products from one centralized location.

One Tag To Rule Them All – Introducing The New Google Tag

Google Search Console

A good to have, thanks Miklos Toldi!

Google Trends

You may get more interested in Google Search Trends alerts, thanks to Dan Wall.

Congrats to the British team!

Paid Search

Google Ads

Petya Yildizgoren?shared that "If you have opted to Auto-apply recommendations for "Remove redundant keywords" and you are testing Broad Match keywords, check your accounts and opt out of Auto-apply as soon as possible."

Boris Beceric noticed that more accounts have video experiments, with which you can now determine the effectiveness of your video ads. As an example, you can test different video ads with the same audience, and then use the results of the experiment to determine which ad resonates more with your audience.

Kevin Kaneria noticed that Google updated a new feature in the "Keyword Planner Section". Do you see "Organise Keywords Into Ad Groups"?

Performance Max

Tiago Goncalves explained how SEA and SEO are getting closer together?with Perf. Max.

"If we have a generic asset group final URL (like a homepage), Performance max will only get triggered by the ranking keywords on that homepage/all categories overview page. These pages are being ranked at top of the funnel and not long tail keywords, as many SEOs also know." [..] if you want full control, don't forget to switch off that "Send traffic to the most relevant URLs on your site" URL expansion setting."

Tiago Goncalves shared that Ginny Marvin confirmed that Performance Max currently respects MCC or account level exclusions.

Cory Lindholm's letter is a fascinating read from top to bottom. I love his enthusiasm and passion for PMax (here).

Let's cross our fingers that these new features will be available by Christmas, only if we're all "good & kind" PPC managers.

Amazon Ads

Hamza Zulfiqar Tanveer shared a quick tip on how to export Amazon's Search Query Performance dashboard?even without an export button, using the HTML-Table Scraper.

Walmart Ads

Have you ever tested Walmart Ads?

Destaney Wishon shared some tiny improvements in the UI that would be appreciated:

?? The ability to see the data in a MoM format in order to better visualize trends

?? A field for CPC - Even more so now that we are on a second price auction model

?? A field for CVR - Amazon is JUST now getting around to adding CVR at the targeting level within the targeting tab

?? It would be nice to not have to push so many buttons just to edit a campaign

?? Move the “Want to Improve Your Campaign Module”?in order to make better use of the Home Dashboard

Programmatic?

Apple Ads

Guillaume Devinat shared how Apple is looking for a Senior DSP Manager to support ...?

“Our platform runs and delivers advertising auctions to match supply (customers) with demand (advertisers), focusing on technical components including Campaign Management, Bidding, Incrementality, Dynamic Creative Optimization, Matching, Auctions, and Experimentation, while empowering Customer Privacy throughout,”

It remains unclear if the intended DSP is geared toward serving ads solely on Apple’s owned and operated properties, such as the App Store itself or on the millions of iOS apps, or even on third-party properties such as the mobile web. (source)

Who's the lucky person?

Paid Social

James Creech shared everything you missed from social platforms last month. Some we may have missed in PPC News, so I'm dedicating this section to him. Great Job!

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

Meta Ads

Jon Loomer gave us a kind warning that whenever you get results that seem too good to be true, they probably are. Facebook’s ad delivery system takes advantage of weaknesses and leverages them to give you the most results for the lowest cost.

It’s because of Audience Network Rewarded Video when you optimize for ThruPlay. It will make you think you’re an advertising god. But you’ve been conned.

TikTok Ads

Brittain Ladd anticipates that the ‘Next Big Thing’ for TikTok will be to create social networks out of companies. For example, TikTok can partner with?Tesla?to offer discounts to all Tesla employees who purchase products from brands on TikTok. (Bloomberg)

Smart Tools

You can get past Google Search Console export limitations and get more out of your data with?Charly Wargnier?new Streamlit app (Recommended by Mihir Naik).

Events

Thanks, Anu Adegbola for this great PPC Live UK (PLU) event in London!

I finally was able to go out from my cave, and have some philosophic and parental discussions with our peers (yes, we do!). See you next time!

Webinars

I hope this PPC Roundup 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.

Supercharge your game growth strategy with new ads innovations from Duke Dukellis

Google Ads responsive search ads strategies templates from Michelle Morgan

How to get to the top of Google Ads from Jason Rothman

Performance Max mastery from Miles McNair and Bob Meijer

Watch the recorded live

How to adapt to PPC ad platform automation with Inderpaul Rai , Christina Brauer and Ashwin Balakrishnan

Thought of the week

Following the delay in the depreciation of third-party cookies, Glenn Vanderlinden gave us a gentle reminder.

"The good by-product we've seen when the fuzz on "the death of cookies" started was that brands (and advertisers) were starting to focus on customer experiences.

In the long run, this is what will make your business successful, regardless if your initial reason for doing so was to use that consented 1st party data for advertising purposes. Please don't give up on that objective because the initiator of that initiative - the death of cookies - has been pushed back. In the long run, investing in excellent customer experiences will be of tremendous value."

It was refreshing. What do you think?

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!