Top 10 PPC News from September 3 to 24, 2021

The top 10 international Pay Per Click Industry News from September 3 to 24, 2021, commented live by Gianpaolo Lorusso, the founder of ADworld Experience.

  • GoogleAds: BERT & Matching types, search terms report, smart & standard display campaigns merging, targeting your competitors’ audiences, smart & standard shopping campaigns can live together;
  • FacebookAds: enlarging conversion modeling, targeting expansion new default option;
  • Microsoft: launching video ads beta;
  • TikTok: top performing contents in ads.
  • PPC: ADworld Experience final program is online.

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

#1 Google announced changes in how queries match with keywords
Now identical keys in broad & phrase match will be preferred & same search intent will prevail without identical matchings (thanks to BART algorithm)
https://searchengineland.com/google-ads-phrase-and-broad-match-keywords-that-are-identical-to-a-query-are-now-preferred-374673

#2 Facebook is extending conversion modeling to counter balance iOS data loss
Time window for conversion will pass from 1 day to 7 days, will be added view-throught conversions (1 day lag), but only in accounts with enough traffic to qualify for data modeling
https://www.facebook.com/business/news/navigating-change-and-improving-performance-and-measurement

#3 Google will merge standard display campaigns with smart ones
These new version of campaigns will have Optimized Targeting & other automated options automatically applied if not opted out by the advertiser
https://blog.google/products/ads-commerce/display-campaigns-made-easy/

#4 Again on Google matching types & search queries
Julie F. Bacchini shares some brilliant/funny comments on Google “clarifying” how matching types work and on search terms report
https://neptunemoon.net/2021/09/google-ads-updates-keyword-matching-again/

#5 3 clever ways to target competitor’s audiences whitout search ads
Joe Martinez shows how to build display audiences which could be a good alternative (or support) to search campaigns
https://www.wordstream.com/blog/ws/2021/09/20/target-competitor-audiences-without-search-ads

#6 Why to use multiple match types in search ads
Greg Finn explains all the cases in which is profitable to use different match types whithin a Google Ads Account (ex.: prospecting vs established terms, different final URLs)
https://cypressnorth.com/paid-search-marketing/sorry-google-there-are-benefits-to-using-multiple-match-types-when-using-broad-match-with-smart-bidding/

#7 When & why to run standard shopping campaigns together with smart ones
Kirk Williams brilliantly explains in which cases you should consider to run these campaigns in parallel (ex.: targeting unique product IDs or maximizing IS)
https://zatomarketing.com/blog/standard-shopping-with-smart-shopping-campaigns

#8 Tik Tok explains what works best for their ads platform
The company itself suggested to use hi-res (at least 720p) vertical video 9:16 with audio + other tips for e-commerces
https://www.searchenginejournal.com/tiktok-reveals-what-makes-a-high-performing-ad-on-its-platform/418657/

#9 Facebook pushes for “targeting expansion”
Ads will now have this option enabled by default
https://www.socialmediatoday.com/news/facebook-implements-more-automated-ad-targeting-to-counter-data-lost-via-ap/606672/

#10 Microsoft launches video ads pilots
Video and vertical-based product ads beta are now running in Microsoft Advertising platform
https://searchengineland.com/video-and-vertical-based-product-ads-pilots-arrive-on-microsoft-audience-network-374271

JURY PRIZE: ADworld Experience 2021 program is online
You can now see all the sessions and confirmed speakers for the live edition on October 14 & 15, 2021 in Bologna (Italy)
https://www.adworldexperience.it/en/let-adworld-experience-2021-be-along-with-its-program/

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May the ROI be with you! ;-)

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