Top 10 PPC News from June 7 to 15, 2024

  • GoogleAds: +conversions for paid search, consequences of inactive keyword pausing, video impressions in the conversion path report, a leadgen case story, be careful to account ownership, ads on GoogleTV and email;
  • MetaAds: new features for creating ads and tracking custom events;
  • Microsoft: Mini-guide to inclusive prompting;
  • Pinterest: new AI tools for ads.
In the video contents (in Italian) are exposed starting from the last one (as in any honorable top ten ;-))

1) GA4 will report more conversions from Paid Search
Google has announced that the GA4 attribution model will be changed in the next 15 days to better represent the contribution of search campaigns

2) New study on the impact of pausing low activity keywords
A new study from Optmyzr reveals that the direct impact of pausing keywords that have had no impressions in 13 months is quite limited

3) Why video remarketing in Meta rarely works
Jon Loomer explains why using the audiences of those who view a video often doesn’t work (and Thomas Eccel highlights that IG is testing non-skippable video ads)

4) Video impressions are now in the conversion paths report
Jordan Fry was one of the first to notice that video ad views are now reflected in the conversion paths report in GAds

5) What’s new for ads and custom events in MetaAds
Bram Van der Hallen reports some innovations in the ad creation process and in the tracking of personalized events

6) Nice case study for lead generation with GAds
Bob Meijer, Miles McNair & Niklas Buschner published a scaling case related to campaign consolidation and off-line conversion tracking

7) Beware of SEM agencies that do not specify whose account is used for the campaigns
Julie Bacchini highlights a key point to pay close attention to when signing a contract with an agency that will manage our campaigns

8) GoogleTV is now part of the Google advertising network
Google has officially introduced GoogleTV as the latest addition to their in-stream video inventory

9) Now it is possible to include Google ads in newsletters too
Armando Roggio noticed that documentation for programmatic email ads has been published in Google Ad Manager

10) Pinterest launches new AI tools for advertisers
Some new features are arriving for ads, automatic Performance+ campaigns and brand safety


Mini-guide to inclusive prompting – Microsoft

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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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