The top 10 international Pay Per Click Industry News from December 8 to 22, 2023, commented live by Gianpaolo Lorusso, the founder of ADworld Experience (the World’s Largest PPC-Cases-Only event).
1) A script to automatically exclude search terms not mentioning specific keywords
Beppe Scollo perfectioned a Floris de Schrijver script to act as watchdog for your search campaigns (especially brand protection ones)
https://www.linkedin.com/feed/update/urn:li:activity:7143901884188209154/
2) That’s why dominant positions are not good for paid media industry
Nandini Jammi & Claire Atkin (Check My Ads) on Adalytics report on Google Search Partner Network quality issues
https://checkmyads.org/updates/thanks-google-were-still-seeing-major-brands-funding-toxic-sites-weeks-after-adalytics-expose/
3) Consent Mode V2 mini-guide
Tamas Geiger (GTM4WP) explains how the new version of Google’s consent mode (required for GAds starting from March 24) works
https://www.linkedin.com/feed/update/urn:li:activity:7141352405891297280/
4) Ruben Runneboom’s top 5 GAds lessons in 2023
Little spoiler: Responsive ad customizers, optimization playbook, scripts, custom colums & DSA on product feeds 🙂
https://www.linkedin.com/feed/update/urn:li:activity:7143901209794428928/
5) Match types are already dead
A case study by Collin Slattery shows how using different match types is almost useless
https://www.linkedin.com/feed/update/urn:li:activity:7142818324991705088/
6) Is eCPC really dead?
A nice case study by Denie Geertzen on a brand protection campaign
https://www.linkedin.com/feed/update/urn:li:activity:7139968504782397440/
7) The perfect mix of PMax & Search/Shopping
Miles McNair is showing why & when good old school tactics are still working
https://www.linkedin.com/feed/update/urn:li:activity:7143905067753025536/
8) Google is testing ad mix up variations (without notifying it)
Anthony Higman found that Google is admittedly testing headline, description & asset mixes
https://searchengineland.com/google-testing-headlines-ad-copy-description-text-live-ads-435872
9) 5 best practices to reduce LinkedinAds cost
Eric Jones (B2Linked) recaps some useful suggestions to keep cost as low as possible in Linkedin Ads campaigns
https://b2linked.com/blog/low-cost-tips/
10) How Meta can expand your audiences
Jon Loomer doas a full recap of pros & cons of all the (3) ways you can expand audiences in Meta Ads
https://www.jonloomer.com/meta-audience-expansion/
EXTRA CONTENT
A nice recap of GA4 standard channel UTM parameters https://www.linkedin.com/feed/update/urn:li:activity:7143906783013625856/
Missing GTIN will not lead to disapprovals https://feedarmy.com/kb/policy-update-product-identifiers-no-longer-disapproved-in-google-merchant-center/
Enhanced conversions are coming to GA4 https://www.linkedin.com/feed/update/urn:li:activity:7140690496317808640/
Big news for Video Reach campaigns https://www.youtube.com/watch?v=CG8zgC2t2Tg
ADworld Experience 2024 call for speakers https://www.adworldexperience.it/en/call-for-speakers-2024/
Here is a video commentary of the news (starting from the last one, like in any honorable news-parade): https://youtu.be/YS6lft1iYzs
Gianpaolo Lorusso
ADworld Experience founder
The Paid Search Association Is Proudly Sponsored By
