Top 10 Pay Per Click Industry News from June 11 to 28, 2021, commented by Gianpaolo Lorusso, the founder of ADworld Experience (the World’s Largest PPC-Cases-Only event).
#1 How to exclude #GoogleAds app traffic all at once
Thanks to Matt Umbro & Brett Bodofsky (via #PPCCHAT) I’ve discovered that still exists a way to exclude app positioning in our GDN campaigns, besides excluding all app categories via GAds Editor or checking all of them (with over 120 clicks).
In the following link you will find a step by step guide to do it. It is not a new thing, but pretty useful to know 😉
#2 Google will delay Chrome cookie-less browsing to late 2023
UK anti-trust Authority forced Mountain View giant to postpone its program for a cookie-less Chrome arguing that it would be discriminatory for the rest of PPC platform still relying on cookies to target users and measure conversions.
#3 How to optimize Responsive Search Ads
Running legacy expanded text ads paired with RSA is the winning methodology to optimize RSA in Mike Fleming’s (& my) opinion.
This way you can spot the best performing items in the static ads and then use them to optimize RSA.
#4 Facebook adds “Optimize Text per Person” option in automated ad customization
This way the platform should be able to put in evidence to every single user the part of the ad (title, description, caption) which is more likely to engage him/her.
#5 Amazon is preventing Google from retrieving FLoC data from its properties
The fact makes perfectly sense from their point of view, but will deprive Google platform of a huge amount of data clearly referring to shopping intents.
This is of course a bad piece of news for Google Ads advertisers.
#6 4 engage level based Facebook Ads targeting options
Susan Wenograd explains step by step how you can target users who are more engaged by the contents you share (and therefore more likely to convert).
#7 Google may suspend merchant accounts for sites showing all products available untill added to cart or checked out
This is a clever move to exlude junk-commerce sites from legitimate e-commerce landscape.
#8 Google Ads 2021 phrase match mini-guide
Frederick Vallaeys explains how to handle phrase match in Google Ads after February update.
#9 Facebook Conversion API implementation guide
That’s a good step by step guide to the server side tracking facility set up by Facebook to avoid conversion data losses after Apple’s iOS14 update.
#10 Local Service Ads mini-guide
Interesting recap of all the main features of this performance based kind of campaign destined to simplify access to PPC for small local businesses.
Here is a video commentary of the news in chronologic order: https://youtu.be/dRdPCfDWUAI
May the ROI be with you 🙂
ADworld Experience founder