Posted by & filed under PPC Roundup.

Missed top PPC News that made headlines in the first quarter? Here is the recap of the same. Extension of the deadline to adopt parallel tracking for video campaigns, Some consideration from Google Ads to evaluate your ads and adapt to dynamic market conditions, Complete sunset of accelerated budget delivery, Update to Microsoft Search in Bing through Office 365 ProPlus, Helpful migration tips for Expanded Text Ads and final URLs, Improved Sponsored Brands mobile ads and more.

Google Ads


Understand how budget and goal changes may impact Smart Bidding –  Until now, bid stimulators have only been available for campaigns using manual bidding or Target CPA but now, Google is adding bid simulator support for the Target ROAS bid strategy and a new budget simulator to get more insights from a wider variety of campaigns.


Parallel tracking for Video campaigns: mandatory March 31, 2020 –  As Parallel tracking is already available for Search, Shopping, and Display campaigns, Google had announced it’s availability for video campaigns also, starting from March 31st, 2020. But, given recent global events, the deadline to adopt parallel tracking for video campaigns has been extended to June 15, 2020.


All Google Ads campaigns will now be using improved Standard delivery – Starting April 2020, Standard delivery will be the only ad delivery method for any new Display, Video, App and Hotel campaigns. Accelerated delivery will no longer be available. Get more insight into this announcement by Google.


Easily share remarketing lists across your manager and sub-accounts – Google Ads now enables continuous audience sharing in your manager accounts to make it easier to quickly share your audience lists.



Use Maximize conversions and Maximize conversion value with portfolio bid strategies – To make it easier to use Smart Bidding with Search campaigns, Maximize conversions and Maximize conversion value are now both available to use with portfolios. Get more insight here.



Easier resubmissions and appeals of ad policy issues – To empower every business to get their ads up as soon as possible, Google Ads is launching a new feature that enables you to appeal policy decisions directly in Google Ads.


Navigating your campaigns through COVID-19  – As we face the global crises together, it is important to evaluate the campaigns. Google has given some consideration to evaluate your ads and adapt to dynamic market conditions.


Find more cross-account insights with Report Editor  – To save time and to analyze your data across accounts in real-time and identify cross-account patterns without leaving Google Ads, use report editor to report across 200 accounts directly.



Sunset of the Ad Manager API v201902 – As per the deprecation schedule, v201902 of the Ad Manager API will sunset on 28th February 2020. More details in this brief blog post.


Changes to stats retrieval for Search campaigns with Display Expansion – Starting from 17th February 2020, Google will no longer return display keyword stats for Search campaigns with Display Expansion in Display Keyword Performance Report in the AdWords API and Google Ads scripts and Display keyword view in the Google Ads API. Get more insight here.


Complete sunset of accelerated budget delivery – Last year, Google announced that accelerated budget delivery will no longer be available for use with search campaigns, shopping campaigns, or shared budgets. Starting at the end of April 2020, It will not be available for all other remaining campaign types for both shared and non-shared budgets.


Gmail on standard Shopping campaigns – Shopping ads (both Product Shopping ads and Showcase Shopping ads) that target the Google Display Network will be eligible to appear on Gmail in addition to YouTube and Google Discover from March 4th, 2020. Get more insight here.


Microsoft Advertising


Helpful migration tips for Expanded Text Ads and final URLs – Microsoft has extended the deadline to March 31st, 2020 for migrating ad campaigns to Expanded Text Ads and final URLs. Here is an explanatory post to understand the benefits, migration options, how to migrate to Expanded Text Ads and Final URLs and more.


Making your performance reporting clearer and more reliable – Performance reporting is a key element in enabling continuous optimization of your campaigns. To ensure your performance reporting is even more reliable, Microsoft has announced the removal of the average position from the performance report beginning of September 2020.


Explore new Product Group capabilities for Shopping Campaigns – To save time while managing your Shopping Campaigns and to give you enhanced visibility into account performance, Microsoft Ads has announced new Shopping Campaign functionalities. Learn more about this announcement here.


Deliver more relevant ads with IF functions – Optimizing ad copy is an essential part of a successful campaign. To give advertisers an easy way to tailor their ad copy for different devices and audiences, Microsoft Advertising has announced the global availability of IF functions. More insight into this blog post.


Update to Microsoft Search in Bing through Office 365 ProPlus – Microsoft has announced about Bing browser extension made available through Office 365 ProPlus on Windows devices starting at the end of February. But there were concerns from customers regarding the way it has been planned to roll out. To address these concerns, few changes have been made to the plan. Learn about them here.


Amazon Advertising


History now available for Sponsored Products and Sponsored Brands – Amazon recently introduced a new history feature for Sponsored Products and Sponsored Brands which allows you to view a detailed summary of all changes made to your campaign settings in the past 90 days.


Drive engagement with improved Sponsored Brands mobile ads – Amazon has increased the height of Sponsored Brands ads on mobile to provide a better experience for shoppers and to help drive engagement with their brand and products.



What’s new with sponsored ads and Stores – To improve sponsored ads and Stores offerings, Amazon Advertising introduced a number of new products and features to help you engage customers and more easily manage the campaigns. This blog post gives you a brief of all the product releases and feature updates to get you off and running in 2020.




Engage Your Prospects in More Personal Ways with Conversation Ads – LinkedIn brings Conversation Ads, a new messaging-based ad format that helps you interact with your prospects in more personal and engaging ways. Romania Bin MacDonnell explains more about this announcement in this brief article.




Better Measure and Attribute Conversions with Advanced Match and Conversion Windows – Quora announces two new features to help you measure and attribute conversions: Advanced Match and Conversions Windows. Learn more about these two features in this informative blog post.




Twitter announces Promoted Trend Spotlight goes global – An announcement of the Promoted Trend Spotlight, newest takeover ad product on Twitter which pairs the undeniable stopping power of video with the premium real estate of Twitter’s Explore tab.


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