The top 10 international Pay Per Click Industry News from September 9 to 22, 2023, commented live by Gianpaolo Lorusso, the founder of ADworld Experience (the World’s Largest PPC-Cases-Only event).
1) Broad match isn’t always the new black
Navah Hopkins shares Optimyzr data showing clearly that BM still need optimization activities to work well
https://www.linkedin.com/feed/update/urn:li:activity:7110516434266447872/
2) Google apologizes for the mess they did with auto-generating GA4>GAds conversions
Ginny Marvin explained that the new conversion goals popped out automatically in many GAds accounts lately might be connected to UA sunset
https://www.linkedin.com/feed/update/urn:li:activity:7110518778983018496/
3) Chart top search terms scipt
Mike Rhodes did it again (and again) giving some interesting data visualization with scripts
https://mikerhodes.circle.so/c/mike-s-2-pmax-scripts/script-to-chart-top-search-terms
4) Keep an eye on automatic tROAS where you didn’t set them
Adriaan Dekker shared a conversation excerpt by Kirk Williams in which he was alerted that Google might lower implicit 100% tROAS where target were not set
https://www.linkedin.com/feed/update/urn:li:activity:7110146189605371904/
5) Google used minimum bid and RGSP to make cash out of ad auctions
Mike Ryan shares an interesting post explaining how auction winners where automatically swapped, while Google admissions on min bids where made public
https://www.theverge.com/2023/9/19/23880275/google-search-ads-competition-auction-prices-doj-trial-antitrust
https://www.linkedin.com/feed/update/urn:li:activity:7110514642526834688/
6) Why PMax segmenting over historical performance is a defensive strategy
Ruben Runneboom explained why you cannot ignore price benchmark if you want to maximize performance
https://www.linkedin.com/feed/update/urn:li:activity:7110978854789275650/
7) Facebook Ads innovations for shopping season & rules to test
Holyday season improvements are coming + Bram Van der Hallen shares details on some interesting automatic rules for Meta Ads
https://www.linkedin.com/feed/update/urn:li:activity:7110516913557901312/
https://www.facebook.com/business/news/new-tools-to-help-advertisers-this-first-ai-powered-holiday-season
8) Did you know that you can have CPC or CTR benchmark data in GAds?
Noo? Me too! But Ariaan Dekker shared a screenshot of the tool (available only if you ask to your account manager and sign a NDA with Google)
https://www.linkedin.com/feed/update/urn:li:activity:7108447990872223746/
9) Advertiser lost thousands of dollars during GAds experimental test
Melissa Mackey explained that “expanded targeting” was enabled on one of her managed accounts even if she had opted out. So whatch out, because I found it too!
https://www.seroundtable.com/advertiser-money-lost-google-ads-experiment-36030.html
10) TikTok improves first party analytics
The social giant made public some data about brand lift effect and announced improvements in its measurement tools
https://www.tiktok.com/business/en/blog/attribution-analytics-performance-comparison
https://www.tiktok.com/business/en-US/blog/beyond-click-attribution-views-impact-purchase
EXTRA CONTENT
Hidden gems in GMC https://www.ppcmastery.com/blog/tpe-59-12-hidden-insights-in-gmc
Google rolls out automatically created assets globally https://searchengineland.com/google-rolls-out-automatically-created-assets-to-all-advertisers-432224
How to creatively use TikTok ad library https://www.wordstream.com/blog/ws/2023/09/14/tiktok-ads-library
Pinterest announced new updatesto ads https://newsroom.pinterest.com/en/post/pinterest-unveils-slate-of-new-product-updates-and-ad-solutions
Google’s brand restrictions mini-guide https://www.wordstream.com/blog/ws/2023/09/18/google-ads-restrictions
Are you being manipulated by GAds? https://searchengineland.com/google-ads-manipulation-432089
Here is a video commentary of the news (starting from the last one, like in any honorable news-parade): https://youtu.be/OLoAuWN1HIo
Gianpaolo Lorusso
ADworld Experience founder
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