Greeting readers! Presenting another edition of significant PPC news to ensure you are well informed about the latest developments and improvements in the industry. A few of the developments include enhanced GA4 conversion import, new validations for Google ads account names, the coming of generative AI to Google ads, professional service ads in Microsoft advertising and more.
Google Ads Update: Enhanced GA4 Conversion Imports:- Previously, Google ads enabled importing web conversions from GA4 using a cross-channel last-click attribution model. However, the latest update now allows Google Ads to import partial cross-channel conversion data, even if the last click before the conversion was not from Google Ads. Advertisers must transition to GA4 and establish appropriate conversion actions to take advantage of this update.
Google To Advertisers: Upgrade To New Search Ads 360 By 2024:-Google has recently declared enhancements to search ads 360 in order to improve the advertising experience and remain competitive in the ad tech industry. These updates aim to improve cross-channel support and reporting functionalities. Advertisers are recommended to upgrade to the latest version before the previous version shuts down in April 2024.
Export historical data from Universal Analytics before July 1, 2024:- Google Analytics has announced that free users will no longer be able to collect data in Universal Analytics after July 1, 2023, which marks the end of historical data collection. However, users will still be able to view and export all previous data until July 1, 2024.
New Validations for Google Ads Account Names:- From June 2023 onwards, new Google Ads accounts created via the Google Ads API will not be permitted to have a URL in the account name. This rule will also apply to updates made to existing accounts.
First click, linear, time decay, and position-based attribution models are going away:-Google’s data-driven attribution model is now the most used attribution model which has resulted in a decline in the use of rule-based models. That is why, from June 2023, Google will no longer offer the option to choose first click, linear, time decay, and position-based attribution models for conversion actions in Google Ads that are not currently utilizing these models. Subsequently, by September 2023, Google will transition any conversion actions that still rely on these models to data-driven attribution.
New Amazon DSP machine learning models power improvements in campaign performance, cost-efficiency, and addressability:- According to the latest update from Amazon Ads, Amazon DSP will be utilizing sophisticated machine learning models and optimized campaign control systems to improve bidding and pacing decisions, thus enabling advertisers to reach untapped audiences. With these enhancements, advertisers have experienced a 12.6% increase in CTR and a 34.1% increase in ROAS.
Generative AI coming soon to Google Ads:-In the upcoming months, Google plans to incorporate generative artificial intelligence into its advertising operations. This novel technology will create ads by combining various creative content, such as videos, text, and images, in order to fulfil campaign objectives. Consequently, it has the potential to enhance conversion rates.
Professional Service Ads and other product updates for April:- Here is the list of major product updates from Microsoft Advertising in April month which includes the global availability of Professional Service ads, upgradation to enhance CPC, changes to broad match modifier and more.
Pinterest announces partnership with Amazon to bring third-party ad demand to the platform:- Pinterest has expanded its third-party ad demand by choosing Amazon ads as its initial partner for such ads. This collaboration will enable more brands and relevant products to be featured on the platform, providing advertisers with robust performance capabilities.
A catastrophic Meta bug caused overspending, higher-than-average CPA’s:- Meta advertisers encountered a situation on April 23rd where their expenses surged up to four times their daily budget within a few hours. During the same time frame, advertisers observed that their average cost per acquisition (CPA) had nearly tripled. PPCChat community also discussed the same during the PPCChat discussion. This issue has been resolved now.
Discover how to extend your high-performing PLA campaigns:-Advertising your products on a retailer’s website is a proven strategy but it can limit your reach. Microsoft Advertising’s PLA extension is a comprehensive retail media solution that enables the display of product ads on both on-site and off-site platforms using a single budget. It also automatically optimizes your ads to achieve the optimal balance between performance and reach.
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