The top 10 international Pay Per Click Industry News from April 5 to 12, 2024, commented live by Gianpaolo Lorusso, the founder of ADworld Experience (the World’s Largest PPC-Cases-Only event).
1) Has Ad Strength become part of GAds auctions?
Rumors on possible changes in this KPI forced Google to clarify that it might limit impressions but it is not (yet) a ranking factor in auctions
https://www.linkedin.com/posts/mikeryanretail_this-will-ruin-some-fridays-but-its-important-activity-7179489189242040321-vlb4
https://searchengineland.com/google-ad-strength-important-ppc-concerns-438824
2) How to structure campaigns in 2024 (& beyond)
Ruben Runneboom shared an interesting post which suggests a structure very similar to what I called “agile target layering” a couple of years ago
https://www.linkedin.com/feed/update/urn:li:activity:7184083142226386944/
3) TikTok launches new brand safety controls
Category exclusion, sensible topic verticals & third parties measurements are all designed to give more control to advertisers
https://www.tiktok.com/business/en/blog/tiktok-launches-new-brand-safety-innovations
4) Latest Meta Ads updates
Bram Van der Hallen reports some new functions in Facebook/Instagram Ad platforms & suggests to carefully review attribution windows in evaluating results
https://www.linkedin.com/feed/update/urn:li:activity:7184083267053092864/
https://www.linkedin.com/feed/update/urn:li:activity:7183745210043006977/
5) GAds remarketing traffic drops after COMOv2 (& how to fix them)
Matteo Zambon shared a very in-depth guide to the matter with suggestions on how to solve the problem
https://www.linkedin.com/pulse/drop-gads-traffic-consent-mode-v2-all-my-conclusions-matteo-zambon-swa2e/
6) Are product highlights worth the effort to create them in product feeds
A test by Giuseppe Scollo clarified that feeds with this optional attribute (with product key points summarized) is likely to have postive effects, even on PMax campaigns
https://www.linkedin.com/feed/update/urn:li:activity:7184539711049256961/
7) PMax will have “Retention Goal” for repeated customers
Dario Zannoni spotted this new beta feature aimed to boost customer loyalty and the connected explanation page
https://www.linkedin.com/feed/update/urn:li:activity:7183373618918174721/
8) How to boost local ads in Google
Mark Irvine suggests 3 best practices to maximize relevancy (& performance) at local level
https://www.wordstream.com/blog/localize-google-ads
9) PMax trends executive summary
Navah Hopkins shared a recap of main findings in Optmyzr last report on PMax most widespread trends among their customers
https://searchengineland.com/the-performance-max-playbook-best-practices-and-emerging-tactics-for-2024-439585
10) Is Google pushin more on Owned & Operated sites/apps?
A new post by Mike Ryan seems to suggest that Google is pushing on impressions whithin its own network (YT, Discover, GMail & Maps). We’ll be bette to keep an eye on it 🙂
https://www.linkedin.com/feed/update/urn:li:activity:7184201608077987841/
EXTRA CONTENT
2024 Speakers & Program announced (ADworld Experience)
New free webinar on PPC trends w/ Jack Hepp & Sarah Stemen (Paid Search Association)
A new test on broad vs phrase match (Giulia Piemontese)
Here is a video commentary of the news (starting from the last one, like in any honorable news-parade): https://youtu.be/lMd2rVZ659k
Gianpaolo Lorusso
ADworld Experience founder
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