The top 10 international Pay Per Click Industry News from November 26 to December 10, 2021, commented live by Gianpaolo Lorusso, the founder of ADworld Experience (the World’s Largest PPC-Cases-Only event).
#1 When and how RSA outperform ETA
A brand new study on more than 4300 Optmyzr accounts reveals some very interesting aggregate data on Responsive Search Ads performance
https://www.optmyzr.com/blog/optmyzr-study-responsive-search-ad-performance/
#2 Interest vs demographic targeting in Facebook Ads
Facebook shared data evidencing how too narrowed interest based audencies might be less effective than broader demographic targeting
https://www.facebook.com/business/news/insights/interest-vs-demographic-targeting-three-surprising-factors-for-consumer-packaged-good
#3 Image extensions made their way to desktop in Google SERP
Google announced that these extensions will be showed also in desktop searches (no action to be taken for it)
https://support.google.com/google-ads/answer/11430278
#4 5 tips to retarget iOS users in Facebook Ads
Darko Dodig shared some interesting suggestions on how to work-around iOS tracking issues in FBAds
https://www.ppchero.com/how-to-retarget-ios-users-who-opted-out-from-tracking
#5 BF & CM data from Microsoft
Microsoft shared interesting & updated search data on November 2021 shopping peak
https://about.ads.microsoft.com/en-us/blog/post/december-2021/how-black-friday-and-cyber-monday-2021-were-different-and-what-advertisers-can-do-about-it
#6 Interesting findings on BF & CM in Google, FB & Amazon Ads
Andy Taylor shared data from Tinuiti on 2021 Cyber Five
https://tinuiti.com/blog/ecommerce/the-most-important-2021-cyber-five-findings-across-google-facebook-and-amazon-advertising/
#7 When display expansion might be worth it
Crystal Hopkins by Seer Interactive suggests when it could be useful to test display expansion in search campaigns (& when to avoid it 😉
https://www.seerinteractive.com/blog/display-expansion-for-search-pov/
#8 Google redesigned draft > experiment funnel
Google is testing a new way to launch experiments without creating campaign drafts before
https://searchengineland.com/google-ads-ditches-campaign-drafts-in-updated-experiments-page-376802
#9 Google Merchant Center showing new competiton metrics (for US market)
Several advertisers around the globe spotted new metrics shared in GMC (by now for the US market)
https://searchengineland.com/google-merchant-center-now-shows-relative-visibility-page-overlap-rate-and-higher-position-rate-metrics-376612
#10 FB Ads lead gend form new tools & best practices
Sean Johnston shared some interesting tips on how to set and optimize lead gen forms in Facebook Ads (using the also as a good way to avoid loosing data due to iOS privacy updates)
https://www.searchenginejournal.com/facebook-lead-gen-forms/427705/
Here is a video commentary of the news (starting from the last one, like in any honorable news-parade): https://youtu.be/r-vbqZoqXyw
May the ROI be with you 🙂
Gianpaolo Lorusso
ADworld Experience founder