Top 10 PPC News from 6/28 to 7/7/24

  • GoogleAds: CPC inflation is real?, redundant keywords, rules & supplemental feeds in GMC Next, Chrome plug-in to test enhanced conversions, over-segmenting PMax, conversion metereopathy;
  • MetaAds: ads-free Subscription violates DMA, are audience suggestions Worth a try;
  • TikTokAds: sunset teens targeting (in US), AI influencer marks & SMB webinar of creative performance.
In the video contents are exposed starting from the last one (as in any honorable top ten ;-))

1) Is GoogleAds artificially inflating CPCs?
Raoul van Heerden comments a podcast episode by John Moran about Google’s CPC inflation while SMEC presented a new study on it
https://www.linkedin.com/feed/update/urn:li:share:7212456238192750593/
https://www.linkedin.com/feed/update/urn:li:share:7213875334138515457/

2) Should you remove redundand keywords?
According to Brad Geddes you should not. In order to prevent poor matching ads & landing pages.
https://adalysis.com/blog/should-you-remove-redundant-keywords/

3) Meta’s Ad-Free subscription violetes DMA
According to EU Commission Meta will have to change again its free subscription model to comply with DMA (Andrew Hutchinson)
https://www.socialmediatoday.com/news/eu-commission-metas-ad-free-subscription-offering-violates-dma/720368/

4) Rules & supplemental feeds landed in GMC Next
Finally these 2 important features made their apparence in Merchant Center Next too (under an Add-On additional feature to be opted in)
https://support.google.com/merchants/answer/14989391

5) Audience suggestions not always needed in MetaAds
Jon Loomer shared the results of a test evidencing the low impact of suggestions in long-lasting optimized accounts
https://www.jonloomer.com/qvt/audience-suggestions-not-always-necessary/

6) A new Chrome plug-in to test enhanced conversions
Scott Carruthers (via Adriaan Dekker) shared a very nice & useful plug-in to check data collected with enhanced conversions
https://www.linkedin.com/feed/update/urn:li:share:7214902431002824704/

7) Over segmenting PMax could lead to worsten results
Chris Schwarz shared an under performing case story of over-segmentation without tCPA balancing & wrong budget allocation with search campaigns
https://www.linkedin.com/feed/update/urn:li:share:7214775659812802560/

8) Tik Tok blocks teens targeting & marks virtual influencers (in US)
The Chinese social giant rolled out some new privacy & AI controls in the US market
https://www.tiktok.com/business/en-US/blog/enhancing-privacy-control-advertisers-users

9) GAds conversions are metereopathic
Floris De Schrijver remembers to all of us that weather can heavily influence results & points out how to mitigate this impact
https://www.linkedin.com/feed/update/urn:li:share:7212001348559474688/

10) Microsoft launches its hotel/accomodation ads facility
Property Center is the name of the new lodging campaigns management hub by Microsoft (globally available)
https://about.ads.microsoft.com/en/blog/post/july-2024/welcome-to-property-center-your-gateway-to-managing-lodging-campaigns

EXTRA CONTENTS

TikTok’s new webinar headed to boost creative performance for SMB (July 1, 12pm CET)

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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)!

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