The top 10 international Pay Per Click Industry News from March 22 to April 5, 2024, commented live by Gianpaolo Lorusso, the founder of ADworld Experience (the World’s Largest PPC-Cases-Only event).
1) The certainty of winning an auction in GAds might have a cost
Dario Zannoni found a point in the guidelines that says that a large ad-rank gap between two ads could imply a cost for the winning ad
https://www.linkedin.com/feed/update/urn:li:activity:7180872327939690496/
2) The advantages of Demand Gen and how to leverage them
Thomas Eccel summarizes in a nice post the advantages of these campaigns and 3 ways to exploit them for large, medium and small advertisers
https://www.linkedin.com/feed/update/urn:li:activity:7180872327939690496/
3) Google changes the definitions of ad positioning metrics
Kirk Williams (ZATO) explains what changes and why Google had to update these definitions (spoiler: due to increasingly “fluid” SERPs)
https://zatomarketing.com/blog/googles-new-search-ads-metrics-definitions-changes-explained
4) YouTube ads change
Adriaan Dekker reposts an image of Niklas Hahn showing that it is now possible to use up to 5 videos at the same time (we could name them Responsive Video Ads)
https://www.linkedin.com/feed/update/urn:li:activity:7181303854402043906/
5) News from Meta
3 posts by Bram Van der Hallen with a recap of the latest news and a brief guide on differentiated tagging between new users, customers and prospects (see also below)
https://www.linkedin.com/feed/update/urn:li:activity:7178441824552841219/
https://www.linkedin.com/feed/update/urn:li:activity:7181926977996541953/
https://www.linkedin.com/feed/update/urn:li:activity:7181632201262845953/
6) How to use the new distinction between engaged users and cold audiences in Shopping Adv+ campaigns
Jon Loomer shared a brief guide to the recent new functionality allowing a distinction in public segments due to their enggement history (see also previous point)
https://www.jonloomer.com/qvt/engaged-customers-audience-segment/
7) Vehicle Listing Ads on Google arrive in Europe
Car shopping ads are already available in UK, DE and FR and will be in open beta for NL, IT and ES (Christopher Bell)
https://www.linkedin.com/feed/update/urn:li:activity:7180869192286355456/
8) Microsoft eliminates manual CPC + other updates for April
The Redmond giant will eliminate the manual CPC in favor of the optimized one starting from 4/30, plus the max conv value bidding arrives
https://about.ads.microsoft.com/en-gb/blog/post/april-2024/upgrading-native-campaigns-to-enhanced-cpc
https://about.ads.microsoft.com/en-us/blog/post/april-2024/max-conversion-value-for-search-and-other-updates-for-april
9) New diagnostic tab in Google Tag
It will be possible to check the status of enhanced conversions data transmission in GAds, GA4 and in the Tag Manager
https://www.linkedin.com/feed/update/urn:li:activity:7178049487108521984/
10) New reports in the Merchant Center
Vivek Gupta identified “Price Insights” and “Automated Discounts” among the first (not yet available in all accounts)
https://www.linkedin.com/feed/update/urn:li:activity:7180870447058587648/
EXTRA CONTENT
Report on the global state of PPC is released (ppcsurvey.com – with +1100 responses)
Report on PPC salaries is released (Reddit.com – with +1000 responses)
Gianpaolo Lorusso
ADworld Experience founder
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