Top 10 PPC News July 29 to August 20, 2021

The top 10 international Pay Per Click Industry News from July 29 to August 20, 2021, commented live by Gianpaolo Lorusso, the founder of ADworld Experience.

GoogleAds: smart bidding conversion value rules, lower cpc cost, futureproof campaign structures, attribution models & YT/GDN, ad relevance in QS, YT video vs audio ads;
FacebookAds: limitations for under 18 targeting, Campaign Ideas Generator;
Microsoft: account manager, labels, new extensions, new IS bidding options;
PPC advertising regulations in China.

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

#1 Google will launch smart bidding conversion value rules
In the next weeks Google will make available globally a new funtionality which will allow to modify the weight of every conversion according to rules set by the advertisers.
https://support.google.com/google-ads/answer/10896317

#2 15 ways to lower CPC in GAds & FB Ads
Susie Marino wrote an excellent recap of the best practices you can deploy to lower your Cost Per Click both in Google Ads and Facebook Ads (in the post you will also find some global cpc average benchmarks).
https://www.wordstream.com/blog/ws/2021/08/17/lower-cost-per-click

#3 futureproof campaing structures
Andrew Lolk aknowledges that ML is changing the way we build campaigns towards more simplified & flexible structures.
https://savvyrevenue.com/blog/the-future-of-campaign-structures/

#4 New functionalities for Microsoft Advertising
Microsoft launched in past weeks target impression share bidding, manager accounts, brand protection w/ Ad Science in Audience Network, product specific conversions, labels & automated extensions.
https://about.ads.microsoft.com/en-us/blog/post/august-2021/target-impression-share-and-other-august-product-updates

#5 Both Google & Facebook limited ad targeting options for under 18
The two leaders of online advertising both announced they will be limiting targeting options for minors.
https://www.searchenginejournal.com/facebook-ads-updates/416179/

#6 Attribution models now support YouTube & Display Ads
I believed they already did, but you live to discover your mistakes 🙂
https://support.google.com/google-ads/answer/11010970

#7 Using Facebook Campaign Ideas Generator to improve ads
Lisa Jenkins wrote an excellent post highlighting how you can use the new tool recently released by Facebook to improve your present campaigns.
https://www.socialmediaexaminer.com/how-to-use-the-facebook-campaign-ideas-generator-to-improve-your-ads/

#8 Increasing Ad Relevance part of Google Quality Score
In this video Brad Geddes explains how to measure and improve ad relevance factor to boost Quality Scores
https://adalysis.com/blog/how-to-increase-your-quality-scores-ad-relevancy-factor/

#9 YouTube Video vs Audio Ads
The results of a $7k test with the new ad format available in beta in YouTube (Google) Ads
https://blog.creatopy.com/youtube-audio-ads-video-ads/

#10 A small guide to China online advertising regulations
Did you know that you can’t use superlatives in China adverts? Me neither! 🙂
https://www.adchina.io/2021/07/30/china-advertising-regulations/

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