The top 10 international Pay Per Click Industry News from October 27 to November 10, 2023, commented live by Gianpaolo Lorusso, the founder of ADworld Experience (the World’s Largest PPC-Cases-Only event).
1) Google PMax get AI created assets (in US)
Performance Max will close the circle, creating automatic ad assets (by the end of 2023 + only in US)
https://searchengineland.com/google-performance-max-ai-features-434261
2) Important budget managing updates in Meta Ads
Bram Van der Hallen explains the new FB/IG budgeting functions (max uplift to avoid learning phase + up to 75% exceeding budget daily limit)
https://www.linkedin.com/feed/update/urn:li:activity:7127948887109083136/
3) How conversion windows are changing during shopping season
A very nice post by Mike Ryan is showing how conversion windows tend to enlarge before BFCM and shorten immediately after
https://www.linkedin.com/feed/update/urn:li:activity:7126202251412422656/
4) How to cope with Microsoft Audience Network forced expansion
Sophie Logan shared data coming from an account were performance sinked after the forced expansion to display.
https://searchengineland.com/microsofts-audience-network-expansion-higher-cpcs-lower-ctrs-no-added-value-434430
5) AdSense passing to per-impression payments
This could imply fake clicks decline in GDN in 2024
https://blog.google/products/adsense/evolving-how-publishers-monetize-with-adsense/
6) Min & Max CPC setting with tCPA strategy
Tomas Burba shared a nice little tip to push for performance when campaign stuck or overspend
https://www.linkedin.com/feed/update/urn:li:activity:7127251855209824257/
7) PPC giants revenues (-TikTok) & GAds trends in Q3
Adriaan Dekker was kind enough to summerize absolute values & yoy variations + GAds Q3 trends (extracted from Tinuiti periodic report)
https://www.linkedin.com/feed/update/urn:li:activity:7123951861656657921/
https://www.linkedin.com/feed/update/urn:li:activity:7126173993908224000/
8) PMax search themes best practices
The best post about the new search themes I found up to now is by Bob Meijer & Miles McNair
https://www.ppcmastery.com/blog/tpe-66-search-themes-for-pmax-guide-and-best-practices
9) How to deal with audience bid adjustments in tCPA/ROAS bidding
Brad Geddes explains us how this adjustments might impact our bidding strategies (& performance)
https://adalysis.com/blog/how-audience-bid-adjustments-work-with-target-cpa-target-roas-bidding/
10) Best LinkedIN Ad types to test in 2024
Eric Jones (B2Linked) shared some interesting suggestions on what & how to use in LIAds
https://b2linked.com/blog/best-linkedin-ad-types/
EXTRA CONTENT
Are you spending too much on branded keys? https://www.wordstream.com/blog/ws/2023/11/02/brand-keywords (Jyll Saskin-Gales)
Paid Search Association free webinar with Menachem Ani https://www.linkedin.com/feed/update/urn:li:activity:7127662459372339200/
TikTok’s official active user reports in Europe https://www.socialmediatoday.com/news/tiktok-reports-users-region-eu-part-new-dsa-reporting/698120/
Take the State of the PPC Survey & set your favourite professionals (+plant a tree & win coupons/other benefits for up to 5,000$) https://www.ppcsurvey.com/
Here is a video commentary of the news (starting from the last one, like in any honorable news-parade): https://youtu.be/5ss001DdWZk
May the ROI be with you! And… more peace for everyone 😉
PS: Please comment if you think I missed something important!
Gianpaolo Lorusso
ADworld Experience founder
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