The top 10 international Pay Per Click Industry News from March 3 to 17, 2023, commented live by Gianpaolo Lorusso, the founder of ADworld Experience (the World’s Largest PPC-Cases-Only event).
#1 TikTok will enter the search ads market
The Chinese social giant is moving towards enriching its advertising platform with keyword based ads. But times are not ready yet and testing is in its early stages.
https://searchengineland.com/tiktok-enters-the-search-ad-market-challenging-google-and-microsoft-394121
#2 Scaling PMax campaigns with “ghost products”
Kirk Williams shares an interesting optimization technique to boost visibility of products neglected by the platform.
https://zatomarketing.com/blog/scaling-performance-max-campaigns-profitably-introducing-the-zato-ghostbusters-pmax-campaign
#3 Microsoft changes broad match modified keywords to broad
Starting March 15 +modified +broad +keys will count as broad (they were like phrase)! Another move to push for revenues after forcedly opting in all advertisers to Audience Network (now the only way to block it is to set negative urls)
https://searchengineland.com/microsoft-ads-broad-match-modifier-keywords-now-serving-ad-broad-match-394340
#4 Some audience signals to test in Performance Max
Nils Rooijmans shares some interesting ideas to build public segments to push in PMax as audience signals
https://nilsrooijmans.com/performance-max-audience-signals-revisited/
#5 How to set up advanced Instagram funnel targeting
Anna Sonnenberg (SME) shares a very nice step-by-step guide to funnel targeting in Instagram Ads
https://www.socialmediaexaminer.com/how-to-set-up-advanced-instagram-ads-funnel-targeting/
#6 Facebook’s Advantage+ Shopping Campaigns Pros & Cons
Curt Maly on when and how ASC should be worth a test
https://searchengineland.com/facebooks-advantage-shopping-campaigns-worth-ecommerce-hype-394318
#7 Facebook’s Advantage + Creative Standard mini-guide
Kelsey Goldstein (JumpFly) explains how to use at their best the new Ai features in Facebook Ads
https://www.jumpfly.com/blog/metas-advantage-creative-standard-enhancements-what-is-it-and-is-it-right-for-your-ads/
#8 How to maintain your keywords in GAds
Michelle Morgan shares her best practices in keyword set maintenance & upgrade
https://www.wordstream.com/blog/ws/2023/03/13/ppc-keyword-maintenance-tasks
#9 How AI can help Conversion Rate Optimization
Karine Bengualid (Unbounce) gives some interesting examples of Ai applications to CRO
https://unbounce.com/marketing-ai/how-agency-is-using-ai-marketing-to-10x-their-conversion-rates
#10 Here it comes, PMax for hotels
Google will release Performance Max for travel industry in the next coming few weeks
https://blog.google/products/ads-commerce/performance-max-travel-goals/
EXTRA BONUS:
Google Ads EMEA Product kick off on March 22 11:00CET https://google-ads.brandlive.com/productkickoff23/en/home
Here is a video commentary of the news (starting from the last one, like in any honorable news-parade): https://youtu.be/7410w5gcPyI
Gianpaolo Lorusso
ADworld Experience founder
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