PPC World News Live #132

PPC World News Live #132

The top 10 international Pay Per Click Industry News from December 10 to 23, 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 Broad Match vs others experiment
Abby Woodcock shared results of a test changing only the matching type in a tCPA campaign finding that broad campaigns apparently overperfromed exact & phrase because of branded query terms

#2 Infographic PPC CheckMate GAds optimization methodology updated
We updated & published an infographic explaining in details the optimization methodology ideated by Gianpaolo Lorusso, the founder of ADworld Experience

#3 It is now possible to exclude unwanted placements in Smart Shopping Campaigns
Google quietly released a new functionality allowing placement exclusions in SSC (without sharing any data about placement performance though)

#4 Another interesting collection of data for 2021 BF & CM
Brainlabs decided to share some insights retrieved from several sources regarding BF & CM period showing how the shopping peak was this year anticipated and more diluted than 2020

#5 How to improve YouTub Ads effectiveness
Another interesting post by Joe Martinez sharing some best practices to push You Tube Ads performance in terms of lead generation

#6 Google Ads experienced some troubles in conversion tracking on December 21
Google confirmed that during December 21 conversion tracking using non-first/last click attribution models may have experienced a delay in data

#7 How to compare Responsive Search Ads to Expanded Text Ads
Fred Vallaeys shared a new KPI to correctly evaluate RSA vs ETA performances, which he called “Conversion per Impression” obtained by multiplying CTR*CR

#8 RSA ad strength & performance
Kristin Palmer shared some interesting findings on Responsive Search Ads which are suggesting a direct correlation among ad strength and performance

#9 TikTok created a measurement trainign program for media agencies
Digiday attracted attention on a program quietly released by TikTok which could be interesting for several players in the digital industry

#10 Microsoft completed the acquisition of Xandr and changed the managing director of advertising
Rob Wilk will replace Rik van der Kooi leading the Microsoft Advertising team

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May the ROI be with you! 😉

Gianpaolo Lorusso
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