PPC Roundup (Week 32)

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.

To stay up-to-date with the official news, check out our previous article from Week 31!

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PPC Roundup

Thursday 11th to Wednesday 17th of August

Analytics

Google Analytics

Migrate your audiences into GA4 - Charles Farina shared an option to download your audience settings from Universal Analytics, reconfigure them, and then push them into GA4 within one workbook!

Create Copy of Report in Explorations - He also shared another tip to create a copy of a report in Explorations using the hidden "Explore" button at the bottom right side.

Challenge Yourselve (GA4 Certification optional) - Finally, try to pass his Google Analytics 4 Advanced Exam. Good luck!

Paid Search

Google Ads

Test with Confidence - We often find ourselves struggling not to test with too many things at once. While it is important for us to follow our intuition, I agree with Bob Meijer that if we do not have a clear hypothesis in mind, then an experiment cannot be called "experimental."

Learn how to use the ICE Framework - You can follow how to create a hypothesis in a simple way. Then, he introduced us to the 'ICE' framework to give each experiment idea a score for the following components: ????????????, ????????????????????, and ????????????.

Turn-off Optimized Targeting - Joey Bidner warned us to turn off auto-apply optimized targeting in our remarketing campaigns. This feature will push your ads to people whom Google "thinks" will convert, not only remarketing but more like a lookalike. (post)

Luna Rocha shared that Google is offering a beta for automatic campaign translation with over 200 possible languages using machine learning.

Performance Max

Check your Auction Insights - Felix Kohmaier shared how Auction Data are available in Performance Max (post).

Learn more about how to optimize Pmax - Andrew Lolk shared another great piece on how to optimize Performance Max. Here's an overview, and the full article here:

• Increasing/decreasing your ROAS target
• Seasonal Bid Adjustments
• Changing the budget
• Creating asset groups
• Improving your content assets
• Splitting products into different campaigns
• Excluding products
• Final URL expansion: on or off?
• Removing all assets to focus on Shopping Ads

I think it's also a good idea to create your ideal personae(s) such as the best demographics (age, gender), audiences, and location, so the machine learning system can work with the best signals from the start.

Amazon Ads

Hack Competitors' Search Terms - AbdAllah Asghar how you could hack your competitors' search terms by changing the following terms according to your criteria. (see post) | 1. Change market | 2. Put ASIN of your competitor | 3.CTRL+F and Type generic keywords | 4. Value="competitor's search terms"

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Dedicated Amazon Newsletter

If you're an Amazon Expert, or if you want more information, you should subscribe to Jeffrey's Amazon Ads newsletter. He has some great tips from many Amazon Experts.

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Amazon Store ranking on Google - One of them is Colby Almond who shares why everyone needs to start paying attention! Did you know, that some Amazon brand stores are now?moving up the ranks on Google. Something worth investing in, and good to keep an eye on, both for ads and organic.

Paid Social

Meta Ads

Prepare for the next LAL change - Bram Van der Hallen shared how you won't be able to target 'Friends of people who like your Page' in Facebook Ads soon.

Marketing Industry

Post-GDRP & cookies-less world

Oversee the FTC's ruling - Cory Underwood shared some thoughts on the FTC's proposed rule-making around digital privacy and security. An article worth reading! (article)

"Being successful in the implementation of any final requirements by the FTC will likely be difficult, on par with compliance to any other privacy law, such as Europe’s GDPR or California’s Consumer Privacy Protection Act."

Advertising Industry

Dean McElwee (MBA) shared a good read "?????? ???????????? ???????? ???????? ??", and was struck how we overstate Word of Mouth as a driver of sales.

Check out the changes in users' journey between Millennials and Gen Z below.

Daniel Smulevich shard how the?advertising industry isn't immune from rising inflation costs - but not all channels are growing at the same rate. And, when adjusting for the consumers' attention that different formats command, the picture can look very different. (post / article)

Webinars

Performance Max vs Standard Shopping with Mike Ryan

( Mike Ryan & EdLeaders )

PPC automation: How the world’s best PPC agencies adapt and thrive

( Kasim Aslam & Patrick Gilbert )

The Second Rule of Google Ads Management - Quality of Traffic

( Jason Rothman )

The CMO's Guide to Programmatic Transparency

Rachel Mervis shared?Association of National Advertisers?Guide to Programmatic Transparency for CMOs?with some great sessions to watch (see post).

Thought of the week

Chase Dimond shared good content tips explaining "People don't buy technical terms". How would you adapt your landing pages to appeal to your audiences?

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!