Top 10 Pay Per Click Industry News from May 28 to June 11, 2021, commented by Gianpaolo Lorusso, the founder of ADworld Experience (the World’s largest PPC-cases-only event).
#1 Google has been fined in France for gaining an unfair advantage against other display networks & forced to add transparency to auction reports, at least when in competition with third party platforms.
It will probably give us some more insights & data on how auctions really work in GDN.
#2 Broad match + audience targeting could be a nice way to hold the otherwise limitless Google’s ML fantasy in matching your keys to the right queries, without feeling too much the loss for the flexibility of BM modifiers (sunset by Google some months ago).
Broad match growing effectiveness is a fact. As it was a fact Google killed it in 2018 broadening it to everything could resemble a similar search intent.
If you have several structured campaigns/groups, it will still be difficult to use it and avoid overlapping. But we’ll see what happens (I used to be a huge fan of BM).
#3 Google confirms (with the voice of Ginny Marvin) that exact matches should prevail on wider matching keys despite higher ad ranks.
In the past I have seen several cases of higher bidding keys with phrase or borad match triggering ads instead of exact matches ones when they shouldn’t. But now with limited query term reports it is quite difficult to verify this assumption.
But, if Ginny Marvin said so, I am sure they worked on it 😉
#4 Google launches globally Related Video Extensions for Video Campaigns.
It will be possible to show up to 4 related videos at the end of a promoted video in You Tube. A nice feature to keep users in our channel after they view our promoted video.
#5 How to spot & bypass Facebook ad fatigue.
Some useful tips to avoid this very frequent performance destroyer.
#6 Using Google Ads in all stages of the funnel.
Search ads being the best to target users in the BOFU and display for everything else.
#7 Microsoft launching similar audiences in US + expanding Audience Network to France & Germany & rolling our several other minor updates.
#8 Using custom columns to optimize Google Ads campaigns.
6 nice ways to gather more granular data configuring the right columns in GAds
#9 Importing Facebook Ads campaigns in Microsoft Audience Network.
#10 Woocommerce merchants will now have their products listed in Google in few clicks.
Google announced the direct integration of the plugin (accounting for more than 4 millions of e-commerce sites) with Merchant Center Product Listing Ads.
Here is a video commentary of the news: https://youtu.be/YRzPEvsnuC4