With the year 2020 coming to an end, PPCers look back at how this year went. Looking forward to 2021, they discuss their wishlist for the PPC platforms (Google Ads, Microsoft Advertising, LinkedIn Advertising and Facebook Advertising) in the year 2021. Hosted by Julie F Bacchini, here is the screencap of the session<\/p>\n\n\n\n\n\n\n\n
Strategizing and Empathizing with different client industries in how they were impacted (positively or negatively) by the pandemic….. that and of course search terms becoming more limited.. – @_GilHong<\/a><\/p>\n\n\n\n many agencies had to change their mindset that projections and planners can go off the rails very quickly. those who weren’t able to pivot, fast, were hit hard. – @PPCGreg<\/a><\/p>\n\n\n\n The biggest change is that across the industry I’m seeing more and more working within platform automation instead of trying to fight against it – @ferkungamaboobo<\/a><\/p>\n\n\n\n The most macro change was having no context for anything for most of the year. No YoY comparisons or even any clue what to expect in any given month with the situation being so fluid and generally awful. – @NeptuneMoon<\/a><\/p>\n\n\n\n I dont know if there was any one major change, but the free PLA’s and HEC both stood out to me – @JonKagan<\/a><\/p>\n\n\n\n Hiding the search term! Search Terms have been so fundamental from the start. Not sure if this change was biggest for performance… but taking this away, for a BS reason, felt like a (sad) statement about where Google Ads is headed. – @yaelconsulting<\/a><\/p>\n\n\n\n many agencies had to change their mindset that projections and planners can go off the rails very quickly. those who weren’t able to pivot, fast, were hit hard. – @PPCGreg<\/a><\/p>\n\n\n\n BRING BACK AVERAGE POSITION @GoogleAds<\/a> Impr. (Abs. Top) %& Impr. (Top) % is a joke. – @markbclicky<\/a><\/p>\n\n\n\n I’d love for platforms to approach changes from a user\/marketer’s viewpoint rather than a profit\/engineering one. – @_GilHong<\/a><\/p>\n\n\n\n Support (beyond Google and Facebook) for deep funnel or offline optimization. Thinking about @LinkedInMktg<\/a>@Twitter<\/a>@Quora<\/a> Etc. Plus for all networks: Easier mechanisms to implement deep funnel \/ offline optimization. Better ways to link the funnel to the ads – @hhawk<\/a><\/p>\n\n\n\n for google to give us all the data they have available. I’d love to see impression share for each targeted area in a campaign. – @PPCGreg<\/a><\/p>\n\n\n\n that advertising platforms give the customers more valuable information how to present their services better to their customers. – @Maiglisreal<\/a><\/p>\n\n\n\n LESS ENFORCED AUTOMATION. – @markbclicky<\/a><\/p>\n\n\n\n Be more transparent with data. Applies to every platform. Don’t be scrooge with the data. – @DigitalSamIAm<\/a><\/p>\n\n\n\n My biggest overall PPC wish is for reasonable access to data for advertisers. Search terms are the biggest item, but there are others. – @NeptuneMoon<\/a><\/p>\n\n\n\n more control over GDN placements – @leo_pinon09<\/a><\/p>\n\n\n\n My biggest wish is for automated display, whether through GDN or programmatic vendors, figures out the inventory problem. The long tail inventory – the value of this channel – is no longer the asset that it was once sold as. – @ferkungamaboobo<\/a><\/p>\n\n\n\n This really takes a major mindset shift. The traditional metrics don’t apply to brokered display in the same way. E.g.: What’s the point of comparing CPMs when the value of each impression is so wildly different? – @ferkungamaboobo<\/a><\/p>\n\n\n\n #ppcchat<\/a> for @GoogleAds<\/a> Support to stop being an oxymoron, and actually be helpful and knowledgeable – @JonKagan<\/a><\/p>\n\n\n\n More control and less “black magic” Examples: Google Ads: “Starting today, feature Y will do less of what you intended” Microsoft Ads: “Whatever Big G said” Facebook: “great day, great day, wtf day, account disabled, oops (you’re live)”… repeat cycle – @yaelconsulting<\/a><\/p>\n\n\n\n for google to give us all the data they have available. I’d love to see impression share for each targeted area in a campaign. – @PPCGreg<\/a><\/p>\n\n\n\n Hybrid match type, eg. hybrid phrase and modified-broad – @seo_sitch<\/a><\/p>\n\n\n\n I\u2019d love more access to my data – @SarahScarfeMktg<\/a><\/p>\n\n\n\n 1. Smart Shopping search term reports and added negatives. 2. Back to Search term report 3. Apple search engine 4. Manage LinkedIn Ads campaigns in @MSFTAdvertising<\/a> 5. Break up Google Search\/display\/YouTube 6. Break up FB\/IG\/What’s app 7. Improve Amazon platform – @360vardi<\/a><\/p>\n\n\n\n Google would reverse all of these little anti-agency moves, including contacting clients directly, using optimization scores as FUD and making promises that AI cannot keep in many scenarios. – @scottclark<\/a><\/p>\n\n\n\n My expectations from Google Ads for 2021: Access to search terms in shopping campaigns, Youtube video ads with shopping tag, Shopping search ads (it was closed in Turkey) and the faster a panel – @esra_kadi<\/a><\/p>\n\n\n\n A Google fridge or bike would be nice \ud83d\ude42 But in all seriousness, transparency in the data that we’re paying for: Search terms, better product data for shopping, more accurate keyword matching, etc. – @_GilHong<\/a><\/p>\n\n\n\n Google Ads should… Show all query data. Provide real support. Don’t force RSAs on us. Make match types mean something again. You know, the basics – @NeptuneMoon<\/a><\/p>\n\n\n\n I forgot a major one for Google Ads! Get rid of the 10,000 placement exclusion limit! Let advertisers truly exclude full categories of placements like apps or YouTube or games! – @NeptuneMoon<\/a><\/p>\n\n\n\n Ditch the optimization score. I was tempted to say “give us back STR data”, but I think these go hand-in-hand, and the OS is the bigger threat long-term. So let’s put that away and never speak of it again. – @DigitalSamIAm<\/a> <\/p>\n\n\n\n First is definitely data visibility and a strong second is more actual help from Google Ads support. – @AllyQuilty_MKTG<\/a><\/p>\n\n\n\n More transparency on smart campaigns and for recommendations to go away – @JonKagan<\/a><\/p>\n\n\n\n More innovative tools and features that can ONLY (and really) help advertisers INCORRECT: changing “Exact” into “Kinda-Exact” to help advertisers expand their reach CORRECT: Bring back “Exact” match… ( pretty please?) – @yaelconsulting<\/a><\/p>\n\n\n\n I always struggle sharing\/getting access to accounts. I feel like there has to be a better way! – @AllyQuilty_MKTG<\/a><\/p>\n\n\n\n An offline bulk editor for Facebook would be amazing! As well as a more intuitive interface! – @SarahScarfeMktg<\/a><\/p>\n\n\n\n Ad support!!!! Unless you have a dedicated rep, it’s like purgatory. A4: Ad account disapprovals need to have much, much better causal information given to the account holders and much faster appeals process. – @scottclark<\/a><\/p>\n\n\n\n Would love for Facebook to streamline their Business Manager access for ad accounts, pages, pixels, audiences, etc…. Definitely my least favorite part to onboarding – @_GilHong<\/a><\/p>\n\n\n\n a google ads editor-esque editor. gotta clean up the suspensions and disapproval \/ or at least the review process. – @PPCGreg<\/a><\/p>\n\n\n\n If we able to add ROAS goal to campaigns for Facebook would be amazing! – @esra_kadi<\/a><\/p>\n\n\n\n Actual customer service would be nice – @seo_sitch<\/a><\/p>\n\n\n\n Ad support!!!! Unless you have a dedicated rep, it’s like purgatory. A4: Ad account disapprovals need to have much, much better causal information given to the account holders and much faster appeals process. – @scottclark<\/a><\/p>\n\n\n\n Facebook needs to provide actual support to advertisers. Theirs is worse than Google’s. On offline editor would be amazing. Make it easier to see which ad set or ad you are looking at in a lot of the screens. – @NeptuneMoon<\/a><\/p>\n\n\n\n Make the process to get access to an ad account WAY EASIER. Seriously, it is a mature platform, it should not take the ludicrous steps it now takes to get access to a client account. – @NeptuneMoon<\/a><\/p>\n\n\n\n #ppcchat<\/a> to go 12 months without a scandal – @JonKagan<\/a><\/p>\n\n\n\n 1. Customer service 2. Offline editor 3. Some Consistency – or an effective way to set limits on extreme fluctuation 4. Stop random account disabling – @yaelconsulting<\/a><\/p>\n\n\n\n Offline editor; bring back 3rd party data sources now that Apple’s declared war; ad units in DCO (like headline, image go together), better sequencing features; Conversion API + GTM Integration; stop timing-out older audiences; less bugs during campaign builds. – @timmhalloran<\/a><\/p>\n\n\n\n A better merchant centre experience would be awesome. It\u2019s so hard to work with at the moment! – @SarahScarfeMktg<\/a><\/p>\n\n\n\n More shopping traffic (it would be great if they got amore traffic in general Better performance in display (option to add actual LinkedIn ads) – @360vardi<\/a><\/p>\n\n\n\n I’m not quite sure what’s on Microsoft’s agenda for increasing relevant inventory and search share, but that would be nice. – @_GilHong<\/a><\/p>\n\n\n\n better location targeting. not nearly as clean as google’s. – @PPCGreg<\/a><\/p>\n\n\n\n Be less Google. – @markbclicky<\/a><\/p>\n\n\n\n to scale volume and quit trying to push me on using their syndication network – @JonKagan<\/a><\/p>\n\n\n\n MS Ads is always the quiet one. LinkedIn audiences are interesting, but they perennially seem to be in Google’s shadow. Other than adding 10-20% to Google Search spend, give me a compelling reason to suggest it as a standalone network. – @ferkungamaboobo<\/a><\/p>\n\n\n\n I think we would all like more volume on Microsoft Ads network. I’d love to see more integration with LinkedIn audiences. – @NeptuneMoon<\/a><\/p>\n\n\n\n better location targeting. not nearly as clean as google’s. – @PPCGreg<\/a><\/p>\n\n\n\n Originality – OK copying convenient features from Google to keep up. But I’d love to see them, for once, set the pace. Do something that Google will want to copy and win over advertisers. NOT pissing off advertisers by hiding search terms, like Google, don’t count – @yaelconsulting<\/a><\/p>\n\n\n\n Two-way data sharing between Microsoft and LinkedIn. Give us search intent data in LI; & all the LI data points in Microsoft. Having said that, I’m happy with a lot of the features they’ve rolled out this year. They’re doing a good job – @timmhalloran<\/a><\/p>\n\n\n\n More shopping traffic (it would be great if they got amore traffic in general Better performance in display (option to add actual LinkedIn ads) – @360vardi<\/a><\/p>\n\n\n\n Better ad preview sharing – to show clients ads ready to launch. We have to do screen recordings of carousels now. Lower thresholds for analytics. In the world of ABM, saying “below analytics thresholds” for impressions by company name is a big problem. – @scottclark<\/a><\/p>\n\n\n\n When sponsoring a post let us alter the utm parameters on the URL. The original post had organic UTMs and the boost needs paid UTMs. As of now, you cannot even append parameters to it when you sponsor it. – @scottclark<\/a><\/p>\n\n\n\n more controls. less structured campaign builds… i still can’t update a campaign’s budget without doubling their bid. – @PPCGreg<\/a><\/p>\n\n\n\n better integration wish really anything – @JonKagan<\/a><\/p>\n\n\n\n This is really snarky but prove to me that anyone lurks on LinkedIn. I’ve heard I’m the only one who InMail works on. I can’t imagine those top banners get much play. Side-rail ads? There’s a reason FB dropped them. In-stream content promotion seems somewhat valid? – @ferkungamaboobo<\/a><\/p>\n\n\n\n In general, for everything but the resume and job-focused services, LI feels like a solution in search of a problem. So few “real” rainmakers are there in the way that I think the ads assume they are. – @ferkungamaboobo<\/a><\/p>\n\n\n\n I want LinkedIn to have a true ad duplication function. The one they have now weirdly ties your duplicate ads to the original ad. It makes it so you can’t use it without causing issues, especially if you use tracking parameters in your URLs. – @NeptuneMoon<\/a><\/p>\n\n\n\n Allow to advertise fully using Microsoft Advertising This will make it much easier to advertise and learn all the odd quirks of the LinkedIn advertising platform. It will surely gain significant traction. – @yaelconsulting<\/a><\/p>\n\n\n\n Get your costs under control + do something that isn’t copying facebook. I love the first party data, but LI costs are just stupid and makes the platform difficult (esp. for smaller advertisers). Also, improve your data integrations w\/ Bing – @DigitalSamIAm<\/a><\/p>\n\n\n\n That they acquire Quora, make it easy to sign-in\/sign-up with your LI username, roll-up all that question data and make both platforms more valuable in the process. – @timmhalloran<\/a><\/p>\n\n\n\n copy facebook’s feature of giving users the ability to click and see “why am I seeing this ad.” fuller transparency for users, whether they use it or not, will bring our industry back to reality and make us rethink our creepy\/egregious targeting habits. – @PPCGreg<\/a><\/p>\n\n\n\n Twitter’s targeting is awful. At every level it is just odd. I’d like to see more options that are things I’d want to target – @NeptuneMoon<\/a><\/p>\n\n\n\n Quick-fire: Amazon – ecosystem insights would be invaluable to understand MOM\/YOY trends Twitter – do something different. What exists doesn’t work. Quora – prove to me non-trolls use your site, because I don’t see it. – @ferkungamaboobo<\/a><\/p>\n\n\n\n Pinterest – what are you doing to reengage old users? Haven’t heard real folks actively using the site in a good bit. Tiktok – give me content from someone over the age of 17 consistently and I’d be much more interested – @ferkungamaboobo<\/a><\/p>\n\n\n\n copy facebook’s feature of giving users the ability to click and see “why am I seeing this ad.” fuller transparency for users, whether they use it or not, will bring our industry back to reality and make us rethink our creepy\/egregious targeting habits – @PPCGreg<\/a><\/p>\n\n\n\n It varies, Amazon I want to be transparent, Snapchat I want to stop existing, TikTok I want insight and growth, Pinterest I want a wider demographic, and Quora I want a better way to pronounce your name – @JonKagan<\/a><\/p>\n\n\n\n I\u2019m hoping to write more articles, join some podcasts and conferences. A full time job and the need for sleep kept me from doing some of this in 2020. But some additional late nights in 2021 won\u2019t hurt! – @BrettBodofsky<\/a><\/p>\n\n\n\n test, test, test, and test again. learn more about the e-commerce side of ppc. read\/listen to more books. I don’t have a good reason why I didn’t this year.. just busy with other stuff. – @PPCGreg<\/a><\/p>\n\n\n\n Deep funnel optimisation wth end to end tracking for content within @HubSpot<\/a> ads on @Facebook<\/a> and @GoogleAds<\/a> – @hhawk<\/a><\/p>\n\n\n\n Would love to have an opportunity to try Snapchat. Have only be tangentially involved in Snap campaigns. Didn’t have a good match in client base this year to really do it. – @NeptuneMoon<\/a><\/p>\n\n\n\n Growth and logic. Always want demand to increase, but not because of stupid unrelated things like an election. – @JonKagan<\/a><\/p>\n\n\n\n Sleep. Work got in the way!!! – @yaelconsulting<\/a><\/p>\n\n\n\n PPCChat Participants:<\/strong><\/p>\n\n\n\n With the year 2020 coming to an end, PPCers look back at how this year went. Looking forward to 2021, they discuss their wishlist for the PPC platforms (Google Ads, Microsoft Advertising, LinkedIn Advertising and Facebook Advertising) in the year 2021. Hosted by Julie F Bacchini, here is the screencap of the session<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ub_ctt_via":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-14735","post","type-post","status-publish","format-standard","hentry","category-ppc-chat"],"featured_image_src":null,"author_info":{"display_name":"Kirti","author_link":"https:\/\/www.karooya.com\/blog\/author\/kirti\/"},"_links":{"self":[{"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/posts\/14735","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/comments?post=14735"}],"version-history":[{"count":2,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/posts\/14735\/revisions"}],"predecessor-version":[{"id":14737,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/posts\/14735\/revisions\/14737"}],"wp:attachment":[{"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/media?parent=14735"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/categories?post=14735"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.karooya.com\/blog\/wp-json\/wp\/v2\/tags?post=14735"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Q2: What is your biggest general wish for PPC in 2021?<\/strong><\/h4>\n\n\n\n
Q3: What are your PPC wishes for Google Ads in 2021?<\/strong><\/h4>\n\n\n\n
Q4: What are your PPC wishes for Facebook Advertising in 2021?<\/strong><\/h4>\n\n\n\n
Q5: What are your PPC wishes for Microsoft Advertising in 2021?<\/strong><\/h4>\n\n\n\n
Q6: What are your PPC wishes for LinkedIn Advertising in 2021?<\/strong><\/h4>\n\n\n\n
Q7: What are your PPC wishes for other platforms (Amazon, Twitter, Quora, Snapchat, Pinterest, TikTok, etc.) in 2021?<\/strong><\/h4>\n\n\n\n
Q8: What are you hoping to get to do or try in 2021 that you didn\u2019t get to in 2020? What kept you from it this year?<\/strong><\/h4>\n\n\n\n