Top PPC News from April 5 to 12, 2024

Top PPC News from April 5 to 12, 2024

The top 10 international Pay Per Click Industry News from April 5 to 12, 2024, commented live by Gianpaolo Lorusso, the founder of ADworld Experience.

In the video contents are exposed starting from the last one (as in any honorable top ten ;-))

1) Has Ad Strength become part of GAds auctions?
Rumors on possible changes in this KPI forced Google to clarify that it might limit impressions but it is not (yet) a ranking factor in auctions
https://www.linkedin.com/posts/mikeryanretail_this-will-ruin-some-fridays-but-its-important-activity-7179489189242040321-vlb4
https://searchengineland.com/google-ad-strength-important-ppc-concerns-438824

2) How to structure campaigns in 2024 (& beyond)
Ruben Runneboom shared an interesting post which suggests a structure very similar to what I called “agile target layering” a couple of years ago
https://www.linkedin.com/feed/update/urn:li:activity:7184083142226386944/
3) TikTok launches new brand safety controls
Category exclusion, sensible topic verticals & third parties measurements are all designed to give more control to advertisers
https://www.tiktok.com/business/en/blog/tiktok-launches-new-brand-safety-innovations

4) Latest Meta Ads updates
Bram Van der Hallen reports some new functions in Facebook/Instagram Ad platforms & suggests to carefully review attribution windows in evaluating results
https://www.linkedin.com/feed/update/urn:li:activity:7184083267053092864/
https://www.linkedin.com/feed/update/urn:li:activity:7183745210043006977/

5) GAds remarketing traffic drops after COMOv2 (& how to fix them)
Matteo Zambon shared a very in-depth guide to the matter with suggestions on how to solve the problem
https://www.linkedin.com/pulse/drop-gads-traffic-consent-mode-v2-all-my-conclusions-matteo-zambon-swa2e/

6) Are product highlights worth the effort to create them in product feeds
A test by Giuseppe Scollo clarified that feeds with this optional attribute (with product key points summarized) is likely to have postive effects, even on PMax campaigns
https://www.linkedin.com/feed/update/urn:li:activity:7184539711049256961/

7) PMax will have “Retention Goal” for repeated customers
Dario Zannoni spotted this new beta feature aimed to boost customer loyalty and the connected explanation page
https://www.linkedin.com/feed/update/urn:li:activity:7183373618918174721/

8) How to boost local ads in Google
Mark Irvine suggests 3 best practices to maximize relevancy (& performance) at local level
https://www.wordstream.com/blog/localize-google-ads

9) PMax trends executive summary
Navah Hopkins shared a recap of main findings in Optmyzr last report on PMax most widespread trends among their customers
https://searchengineland.com/the-performance-max-playbook-best-practices-and-emerging-tactics-for-2024-439585

10) Is Google pushin more on Owned & Operated sites/apps?
A new post by Mike Ryan seems to suggest that Google is pushing on impressions whithin its own network (YT, Discover, GMail & Maps). We’ll be bette to keep an eye on it 🙂
https://www.linkedin.com/feed/update/urn:li:activity:7184201608077987841/

EXTRA CONTENT

2024 Speakers & Program announced (ADworld Experience)

New free webinar on PPC trends w/ Jack Hepp & Sarah Stemen (Paid Search Association)

A new test on broad vs phrase match (Giulia Piemontese)

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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 it next week)!

Gianpaolo Lorusso
info@gplorusso.it
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