Top 10 PPC News from 11/29 to 12/6, 2024

07 Dec Top 10 PPC News from 11/29 to 12/6, 2024

The top ten most interesting global news on Pay Per Click from November 29 to December 6, 2024, commented live by Gianpaolo Lorusso, the founder of ADworld Experience.

1) How to find the (right) balance between PMax & Search campaigns
Brad Geddes explains the data from a research that confirms the great overlap between PMax and Search (unless you set exact keys in search campaigns)
https://searchengineland.com/performance-max-vs-search-campaigns-overlap-data-448788

2) First European Black Friday / Cyber ​​Monday Data
Mike Ryan shares SMEC data showing a 16% growth in sales and a 10% drop in CPC (compared to BFCM 2023)
https://www.linkedin.com/feed/update/urn:li:activity:7270094842838360066/

3) Andromeda and other news from Meta
A new AI engine released for Advantage+, ads leading to FB & IG pages and catalog ads
https://engineering.fb.com/2024/12/02/production-engineering/meta-andromeda-advantage-automation-next-gen-personalized-ads-retrieval-engine/
https://www.linkedin.com/feed/update/urn:li:activity:7270745730078687232/ (Bram Van der Hallen)
https://www.linkedin.com/feed/update/urn:li:activity:7269346648147836929/ (Dario Zannoni)
4) Tips for not wasting budget after Black Friday
Bob Meijer & Miles McNair suggest some tips for not wasting budget needlessly in the days following sales peaks due to seasonal offers
https://www.ppcmastery.com/blog/tpe-116-5-tips-to-prevent-overspend-after-black-friday

5) Google offers free visibility packages on new accounts
Google changes the offers for new accounts opened by partners starting from Jan 8 (from €400 up to €1200 & even more, depending on the budget)
https://www.seroundtable.com/google-ads-testing-offers-agencies-advertisers-38513.html

6) Beware of a bug in GMC promotions using a filter
Kirk Williams reports that promotions in the Merchant Center that use filters do not work correctly
https://www.linkedin.com/feed/update/urn:li:activity:7270025348812079104/

7) Automatic customer lists are coming to GA4 (+ a nice idea on big spender targeting)
Autogenerated customer match lists are now available globally in GA4 (for use in GAds) & a nice tip for targeting big spenders
https://searchengineland.com/google-analytics-customer-match-448911 (Anu Adegbola)
https://www.linkedin.com/feed/update/urn:li:activity:7268680494521724928/ (Himanshu Sharma)

8) Unexpected behaviors in Meta Ads
Jon Loomer reports that a link is not needed for conversions attributed to clicks and Dario Zannoni that language targeting should be used for linguistic minorities
https://www.jonloomer.com/meta-click-attribution/
https://www.linkedin.com/feed/update/urn:li:activity:7270420725075693568/
9) Interesting script to exclude all search terms outside a list of pre-selected themes
Giuseppe Scollo has enhanced a script by Floris de Schrijver to auto-exclude searches outside a list of keywords defining a semantic field
https://giuseppescollo.it/google-ads/script-per-linclusione-automatica-delle-query-da-foglio-google/

10) Everything you never dared to ask about smart bidding
Andrew Lolk has shared a series of interesting insights and reflections on how smart bidding works in Google Ads
https://savvyrevenue.com/blog/smart-bidding-strategies/

EXTRA CONTENTS

2025 call for speakers published – ADworld Experience

Vote for your favorite PPC influencer (among the top 100 there is our founder Gianpaolo Lorusso too) – PPC Survey

TikTok starts testing message ads – TikTok

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May the ROI be with you! And… more peace for everyone!

PS: Please comment if you think I missed something important (I’ll consider next week! 🙂 Thank You.