Top 10 PPC News from Sept 24 to Oct 8, 2021

The top 10 international Pay Per Click Industry News from September 24 to October 8, 2021

  • GoogleAds: pushing on modeled conversions & signals from registered users, AdSense moving to first-price auctions, keyword matching (well) explained, optimize extensions, video ads on CTV, new budget reports;
  • Microsoft: launching Audience Network in new countries + other audience & feed improvements;
  • Amazon: 5 optimizations to boost ad performances;
  • Snapchat: new targeting options coming in 2022;
  • WeChat: small guide to ads.

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

#1 Google Ads expands Data-Driven attribution & enhanced conversions to all eligible accounts
Google will set its modeled conversion attribution by default to all accounts with enough data within early 2022 + to add more data available for the model will use all signals coming from its registered users
https://blog.google/products/ads-commerce/data-driven-attribution-new-default/
https://support.google.com/google-ads/answer/11192862

#2 AdSense will move to first-price auction
Like AdMob & AdManager, AdSense network (the largest repository in GDN placements) starting in January 2022 will use first-price auctions instead of second-price ones (in which advertisers payed only +1c than the second highest bid).
https://support.google.com/google-ads/answer/11192862

#3 what recent changes to Google Ads matching types really mean
Kristen McCormick explains in details what we could expect as advertisers from the recent changes in Google matching types
https://www.wordstream.com/blog/ws/2021/09/27/google-ads-match-type-update-2021-explained

#4 Microsoft improved Audience Network & launched it in new markets
18 new countries available + view-through conversions, improved feed filters, CPM, in-market audiences expansion, auto generated remarketing lists, deprecates RSA (in June 22) + ohter minor upgrades
https://neptunemoon.net/2021/09/google-ads-updates-keyword-matching-again/

#5 How to analyze and optimize extension data
Brad Geddes published a video explaining what to look at and how to optimize extensions in Google Ads
https://adalysis.com/blog/understanding-analyzing-google-ads-extension-data/

#6 5 optimizations to boost Amazon PPC profitability
A nice recap by Optmyzr of what you can use to achieve effectiveness in your Amazon Ads campaigns
https://www.optmyzr.com/blog/amazon-ppc-optimizations-profitability/

#7 Google Ads inventory continues to expand in CTV ecosystem
Google clearly indicates the Connected TVs as last frontier of GDN (with this post, with the launch of Video Action Campaigns and Google TV)
https://blog.google/products/ads-commerce/expanding-video-action-campaigns-to-ctv/

#8 Small guide to WeChat Advertising
How to reach WeChat users overseas and basic optimization tips
https://www.adchina.io/2021/09/30/wechat-ad-targeting-overseas/

#9 Google launches new budget reports
A new way to plan our budgets is now available globally
https://support.google.com/google-ads/answer/11202082

#10 Snapchat coming ad targeting options
Content consumption, camera usage & Custom Audience comparation will be made available in 2022
https://forbusiness.snapchat.com/blog/how-to-use-audience-insights-to-improve-campaign-success-on-snapchat

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