Top 10 PPC News from November 26 to December 10, 2021

The top 10 international Pay Per Click Industry News from November 26 to December 10, 2021, commented live.

  • Google Ads: RSA Study findings, image extensions on desktops, when to use display expansion, new experiments funnel, competitive metrics in MC;
  • Facebook Ads: retargeting iOS users, lead gen forms new tools & best practices;
  • Microsoft Advertising: 2021 BF&CM data;
  • 3 PPC giants in shopping season trends.

News in the video are commented starting from the #10 & closing with the most important one:

#1 When and how RSA outperform ETA
A brand new study on more than 4300 Optmyzr accounts reveals some very interesting aggregate data on Responsive Search Ads performance
https://www.optmyzr.com/blog/optmyzr-study-responsive-search-ad-performance/

#2 Interest vs demographic targeting in Facebook Ads
Facebook shared data evidencing how too narrowed interest based audencies might be less effective than broader demographic targeting
https://www.facebook.com/business/news/insights/interest-vs-demographic-targeting-three-surprising-factors-for-consumer-packaged-good

#3 Image extensions made their way to desktop in Google SERP
Google announced that these extensions will be showed also in desktop searches (no action to be taken for it)
https://support.google.com/google-ads/answer/11430278

#4 5 tips to retarget iOS users in Facebook Ads
Darko Dodig shared some interesting suggestions on how to work-around iOS tracking issues in FBAds
https://www.ppchero.com/how-to-retarget-ios-users-who-opted-out-from-tracking

#5 BF & CM data from Microsoft
Microsoft shared interesting & updated search data on November 2021 shopping peak
https://about.ads.microsoft.com/en-us/blog/post/december-2021/how-black-friday-and-cyber-monday-2021-were-different-and-what-advertisers-can-do-about-it

#6 Interesting findings on BF & CM in Google, FB & Amazon Ads
Andy Taylor shared data from Tinuiti on 2021 Cyber Five
https://tinuiti.com/blog/ecommerce/the-most-important-2021-cyber-five-findings-across-google-facebook-and-amazon-advertising/

#7 When display expansion might be worth it
Crystal Hopkins by Seer Interactive suggests when it could be useful to test display expansion in search campaigns (& when to avoid it 😉
https://www.seerinteractive.com/blog/display-expansion-for-search-pov/

#8 Google redesigned draft > experiment funnel
Google is testing a new way to launch experiments without creating campaign drafts before
https://searchengineland.com/google-ads-ditches-campaign-drafts-in-updated-experiments-page-376802

#9 Google Merchant Center showing new competiton metris (for US market)
Several advertisers around the globe spotted new metrics shared in GMC (by now for the US market)
https://searchengineland.com/google-merchant-center-now-shows-relative-visibility-page-overlap-rate-and-higher-position-rate-metrics-376612

#10 FB Ads lead gend form new tools & best practices
Sean Johnston shared some interesting tips on how to set and optimize lead gen forms in Facebook Ads (using the also as a good way to avoid loosing data due to iOS privacy updates)
https://www.searchenginejournal.com/facebook-lead-gen-forms/427705/

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