Dear Readers, Welcome! Have you missed out on the most recent PPC news? Here’s a rundown of the announcements and feature updates that caught the experts’ attention.
Google Ads
Test with even more ease and confidence with the new Experiments page: The process of establishing, managing, and optimizing experiments has been streamlined, thanks to a new experiment page. This will also help you assess the impact of your changes and improve your campaign’s performance.
Learn more about Smart Shopping and Local campaign upgrades to Performance Max: As per Google’s announcement in November 2021, Smart Shopping and Local campaigns would be upgraded to Performance Max campaigns in 2022. Early research indicates that marketers who upgrade Smart Shopping campaigns to Performance Max receive a 12% increase in conversion value while maintaining or boosting their return-on-ad-spend (ROAS).
Find more opportunities with recommendations: Advertisers who implemented recommendations improved their account-level optimization score by ten points and saw a 14 percent boost in conversions. Google is rolling out new tools and suggestions. These will aid advertisers in optimizing their Discovery campaigns, automating the use of recommendations, and improving their Video campaigns.
Deliver more engaging Search ads with improvements to ad extensions: A Google ad copy isn’t complete without the use of ad extensions. Ad extensions give users more information about the business and make it easier for them to interact with your ads. Google is rolling out a number of changes that will make it easier to manage sitelinks, callouts, and structured snippets.
An easier way to import offline conversions: Finding out the converted lead is vital for a lead generation marketer, and offline conversions can help with that, but it takes time and resources. The job is made easier with Enhanced Conversion for Leads. This means you won’t have to make any changes to your customer relationship management (CRM) system; instead, you’ll be able to get the information from first-party data currently saved in CRM.
Reminder: support for the creation and editing of expanded text ads will end on June 30, 2022: From June 30th, the only Search ad type that may be generated or updated in normal Search campaigns will be responsive search advertising. Existing ETAs, on the other hand, will continue to serve alongside RSAs. What should be done to get ready for this transition? Find out more by visiting this page.
Hotels now have new options to reconnect with their guests: During these two years of the pandemic, the travel industry faced a lot of challenges. But now, it is showing signs of recovery. Looking at that, Google is introducing new tools like free hotel booking links, input your hotel rates through Google Business Profile without complex technical requirements, and Local posts for Google Business Profile to share timely updates about your hotel so you can find your potential travelers.
With Google Analytics 4, get ready for the future: With Google Analytics 4, users can measure a wide range of data types and create a robust analytics experience that is built for the future. Businesses can also observe users’ journeys across all of their websites and apps.
Microsoft Advertising
CPM pricing is helping to raise brand recognition: Advertisers can increase their audience and brand recognition by using various bidding methods. By using CPM (Cost Per Mile), you can choose the maximum amount you’ll pay for 1000 impressions. With CPM, you have complete control over the price and measurement strategy for your campaigns.
Use auto-apply recommendations to improve your ad campaigns: Campaign recommendations are a simple and quick way to improve ad performance and uncover new possibilities. However, manually adopting them can take a long time, and useful suggestions may be neglected. In light of this, Microsoft Advertising has officially issued auto-apply recommendations.
LinkedIn Profile Targeting to reach specific audiences: Linkedin Profile Targeting is only available in Microsoft Advertising. It allows you to reach influencers and decision-makers with the content of their interest. This feature improves user engagement and conversions.
Some Informative Blog Posts
Use the lowest common denominator strategy to save time on negative keywords: Negative keywords play a very crucial role in PPC strategy and organizing them is very important. With the lowest common denominator method, you can streamline your negative keywords and save time and money. This will also help you to reduce the number of negative keywords you need to maintain.
Key highlights of Google Ads Benchmark Report by Tinuiti: Here are the key highlights of Tinuiti’s Google ads benchmark report which is based on anonymized performance data from Google programs.
Google Analytics 4 Transition Checklist: As we will be switching soon to Google Analytics 4 from Universal Analytics, we need to have a checklist handy so the transition would be smooth and nothing is left behind. This post helps us with the same.
Making PPC and SEO Work Together: To enhance visibility and improve performance, PPC and SEO both are required. But how do we get them to work together? Learn the tactics in this informative blog post by Kirk Williams.
How Much Can You Trust Recommendations In Google Ads?: In Google Ads, you can’t go more than a minute without being presented with recommendations and we wonder whether to accept them or dismiss them. So how helpful these recommendations are? Let’s take a deeper look and examine the different types of recommendations and how well they connect with the performance measures that matter.
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