The top 10 international Pay Per Click Industry News from March 1 to 8, 2024, commented live by Gianpaolo Lorusso, the founder of ADworld Experience (the World’s Largest PPC-Cases-Only event).
1) New script to see non converting search terms in PMax
Nils Rooijmans created a script that could make great suggestions for block lists in PMax campaigns (via Brent Neale)
https://www.linkedin.com/feed/update/urn:li:activity:7171052906102669313/
2) Finally an easy-to-easy CoMo V2 checker
Ted Solomon shared a script for use in the developer tools console of any browser that works with any CMP system using Google Tag (via Yoann Ferrand)
https://www.linkedin.com/feed/update/urn:li:activity:7171051443427246080/
3) Dynamic UTM parameters in LinkedInAds campaigns
Tyler Rabey shared the dynamic parameters to insert into UTMs in LIAds to have campaign and ad IDs automatically passed to GA4 (via Yoann Ferrand)
https://www.linkedin.com/feed/update/urn:li:activity:7171592564012224512/
4) Google releases a template to measure Marketing Mix Model
Meridian is the new open source template from Google to verify your marketing mix models
https://blog.google/products/ads-commerce/meridian/
5) Google should not be expected to release channel-specific details in PMax
Google has confirmed that it will not release any data on channel performances for PMax campaigns (by now the only alternative to get them is to use scripts)
https://searchengineland.com/google-performance-max-channel-specific-kpi-438024
6) It will be possible for CSS platforms to also promote their site via GAds
Wouter Veenboer highlights how this innovation will likely create a proliferation of comparators and further raise competitiveness in the e-commerce sector
https://blog.producthero.com/css/new-in-google-shopping-ads-for-csss-everything-you-need-to-know/
https://www.linkedin.com/feed/update/urn:li:activity:7171775436434141184/ (TikTok probably immediately took advantage of this – Georgi Zayakov)
7) Here comes the “customer types” to define audiences in the GAds library
Dario Zannoni was among the first to notice and comment on the novelty (already identified some time ago in the testing phase) in various of his accounts
https://www.linkedin.com/feed/update/urn:li:activity:7171419513383600129/
8) Microsoft launches its PMax and various other interesting innovations
The March update brings us PMax, image extensions in the editor, new markets for display and CTV (Netflix), and the label for feeds (if you use more than one combined)
https://about.ads.microsoft.com/en-us/blog/post/march-2024/performance-max-and-other-key-updates-for-march
9) Why it is important to understand the average time to conversion
Ruben Runneboom shares some interesting considerations on how to obtain data and use it in GAds campaigns
https://www.linkedin.com/feed/update/urn:li:activity:7170825995309027328/
10) Google releases 2 new metrics for custom columns
Vivek Gupta noticed purchase conversions and their value, which are now among the standard columns, whereas previously they could only be created with custom columns
https://www.linkedin.com/feed/update/urn:li:activity:7171774542636421120/
Here is a video commentary of the news (starting from the last one, like in any honorable news-parade): https://youtu.be/1ByArTpsi4o
Gianpaolo Lorusso
ADworld Experience founder
The Paid Search Association Is Proudly Sponsored By
