PPC World News Live #120

PPC World News Live #120

The top 10 international Pay Per Click Industry News from September 3 to 24, 2021, commented live by Gianpaolo Lorusso, the founder of ADworld Experience.

News in the video are commented starting from the #10 & closing with the most important one:

#1 Google announced changes in how queries match with keywords
Now identical keys in broad & phrase match will be preferred & same search intent will prevail without identical matchings (thanks to BART algorithm)

#2 Facebook is extending conversion modeling to counter balance iOS data loss
Time window for conversion will pass from 1 day to 7 days, will be added view-throught conversions (1 day lag), but only in accounts with enough traffic to qualify for data modeling

#3 Google will merge standard display campaigns with smart ones
These new version of campaigns will have Optimized Targeting & other automated options automatically applied if not opted out by the advertiser

#4 Again on Google matching types & search queries
Julie F. Bacchini shares some brilliant/funny comments on Google “clarifying” how matching types work and on search terms report

#5 3 clever ways to target competitor’s audiences whitout search ads
Joe Martinez shows how to build display audiences which could be a good alternative (or support) to search campaigns

#6 Why to use multiple match types in search ads
Greg Finn explains all the cases in which is profitable to use different match types whithin a Google Ads Account (ex.: prospecting vs established terms, different final URLs)

#7 When & why to run standard shopping campaigns together with smart ones
Kirk Williams brilliantly explains in which cases you should consider to run these campaigns in parallel (ex.: targeting unique product IDs or maximizing IS)

#8 Tik Tok explains what works best for their ads platform
The company itself suggested to use hi-res (at least 720p) vertical video 9:16 with audio + other tips for e-commerces

#9 Facebook pushes for “targeting expansion”
Ads will now have this option enabled by default

#10 Microsoft launches video ads pilots
Video and vertical-based product ads beta are now running in Microsoft Advertising platform

JURY PRIZE: ADworld Experience 2021 program is online
You can now see all the sessions and confirmed speakers for the live edition on October 14 & 15, 2021 in Bologna (Italy)

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May the ROI be with you! 😉

Gianpaolo Lorusso
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