Top 10 PPC News from December 13 to 20, 2024

20 Dec Top 10 PPC News from December 13 to 20, 2024

The top ten most interesting global news on Pay Per Click from December 13 to 20, 2024, commented live by Gianpaolo Lorusso, the founder of ADworld Experience.

1) (Impressions) for PMax placements are back
Sites where PMax ads appear are again visible via scripts (unfortunately only impression data) but the first ways to use them are already live
https://www.linkedin.com/feed/update/urn:li:activity:7273629201595801601/ (blocks garbage sites by Nils Rooijmans)
https://mikerhodes.circle.so/c/script/?affiliate_code=d5611b (update of the famous control script by Mike Rhodes)

2) Brand protection with Target Impression Share + cpc limit or manual cpc + rules?
Ruben Runneboom shares a very interesting way to create brand protection search campaigns that I had never thought of
https://www.adworldexperience.it/top-10-notizie-ppc-dal-6-al-13-dicembre-2024/

3) 2024 Statistics on Social Media Ads
Social Media Today posted a report that confirms the dominance of Meta Ads in the US in paid social media + a link to very interesting global statistics on Social Media Ads
https://www.socialmediatoday.com/news/social-media-ad-spend-by-platform-infographic/736103/
https://e.infogram.com/_/y2XmIj64kx3Vk4tJ91oO
4) Selective brand blocking is coming to PMax
Mike Ryan is among the first ones to report that Google is testing the possibility of excluding the brand list blocks in PMax only for shopping ads
https://www.linkedin.com/feed/update/urn:li:activity:7275876598103314432/

5) MetaAds news for “creative freshness” and why visibility metrics in EU are declining
Bram Van der Hallen shows the new report on the freshness of creatives and explains why coverage and duration of video views could decrease in European accounts
https://www.linkedin.com/feed/update/urn:li:activity:7275460440699129856/
https://www.linkedin.com/feed/update/urn:li:activity:7274430776484470785/

6) Negative keywords in PMax are being released with an eyedropper
Ginny Marvin confirms that they are in the beta phase and will be released in early 2025 + have a look at the help page (already online)
https://searchengineland.com/google-pmax-negative-keyword-exclusions-beta-449315 (Anu Adegbola)
https://support.google.com/google-ads/answer/15726455 (via Hana Kobzova)

7) Black Friday and Cyber ​​Monday Details
Fred Vallaeys shared aggregated data from Optmyzr accounts showing that BF beat CM in GAds sales this year (but not overall)
https://www.optmyzr.com/blog/black-friday-vs-cyber-monday-google-ads/

8) Do Meta Ads audiences stop updating If You don’t use them?
A test done by Jon Loomer seems to confirm that if you want always updated data, you need to continue using the segments involved
https://www.jonloomer.com/qvt/audience-segments-updating-problem/
9) Mandatory Brand Guidelines in PMax from January 20, 2025
The way to add advertiser’s name and logo will no longer be among asset groups, but at campaign level
https://ads-developers.googleblog.com/2024/12/upcoming-changes-to-enable-brand.html

10) Linkedin launches the latest news for 2024
Here comes the official explanation for some new in-depth data, data driven attribution and lead quality optimization (requires connection with the CRM)
https://www.linkedin.com/business/marketing/blog/linkedin-ads/new-ways-to-get-even-more-out-of-your-linkedin-ads

EXTRA CONTENTS

4 PPC tactics worth a test in 2025 – Navah Hopkins

How to measure (well) conversion incrementality among different channels – Peter Quadrel

Google is testing double ad serving – Anthony Highman (via Anu Adegbola)

Microsoft Clarity integrates a new dashboard for Google Ads (Josh Silverbauer) & will require cookie consent in EU in 2025 (Enrico Pavan)

2025 call for speakers published – ADworld Experience

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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.