The top 10 international Pay Per Click Industry News from August 16 to 24, 2024, commented live by Gianpaolo Lorusso, the founder of ADworld Experience (the World’s Largest PPC-Cases-Only event).
1) Google will disable conversion tracking for advertisers operating in Europe without CoMo
Google Ads requires mandatory Consent Mode in Europe to keep conversion tracking active (Thomas Eccel)
https://www.linkedin.com/feed/update/urn:li:activity:7232670780063440896/
2) Google apologizes (in its own peculiar way) for the shopping ad glitch in the first week of August
The bug led GAds users to pay for others’ ads and revealed own metrics to competitors (Anu Adegbola)
https://searchengineland.com/google-major-shopping-ads-glitch-sorry-445302
3) How to choose the right tROAS
Ruben Runneboom shared the operating procedure they use in Taskforce Agency to set the most effective target in Return On Ad Spending
https://www.linkedin.com/feed/update/urn:li:activity:7232050903363502081/
4) A study shows correlation between Optiscore and CPA, CR and ROAS
Navah Hopkins anticipated the result of an Optmyzr study on +17k accounts, which highlights how accepting GAds advice generally leads to better performance
https://www.linkedin.com/feed/update/urn:li:activity:7232672027453624321/
5) All the winning features of short ads on YT
Google has published the results of a study that analyzed over 2k short ads to understand the most effective best practices
https://www.thinkwithgoogle.com/intl/en-emea/marketing-strategies/video/short-form-video-advertising-tips/
6) Mini-guide to instant forms in Meta Ads & double stage framework
Jon Loomer shared a nice tutorial on Lead Ads & Bram Van der Hallen explains how to increase lead quality
https://www.jonloomer.com/instant-forms/
https://www.linkedin.com/feed/update/urn:li:activity:7231947063469494272/
7) Google releases an AI tool to evaluate the chances of success of videos on YouTube using ABCD framework
The tool measures the ability to attract Attention (A), the use of the Brand (B), the Connection with users (C) and the final Direction given in calls to action (D)
https://www.linkedin.com/feed/update/urn:li:activity:7231628521771589633/
8) Demand Gen expands (to Google Video Partners)
Thomas Eccel was among the first to spot the possibility of extending DG campaign channels to video partners (but be careful not to use them without testing first)
https://www.linkedin.com/feed/update/urn:li:activity:7232416151383793664/
9) How to scale extra large budgets by measuring the right metrics
Nicolas Garfinkel (who managed Ebay’s budget on PLAs) shows the importance of marginal ROI, Incrementality and Lifetime Value of users
https://www.ppchero.com/what-i-learned-managing-a-100m-paid-ads-budget-at-ebay/
10) All the news in Snapchat Ads
Nice recap by Andrew Hutchinson (SMT) on the recent evolutions of Snapchat’s ppc platform
https://www.socialmediatoday.com/news/snapchat-outlines-evolving-ad-tools-creative-options/724407/
EXTRA CONTENTS
Problems in uploading supplemental feeds in GMC Next? Have a look to this video – Emmanuel Flossie / Giuseppe Scollo
Here is a video commentary of the news (starting from the last one, like in any honorable news-parade): https://youtu.be/jQ1PC7Ydt-o
Gianpaolo Lorusso
ADworld Experience founder
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