From Clicking to Thinking: October PPC News

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Laura Probstnerová
November 2, 2023

Google Analytics 4

Exclude Google signals data from reports and explorations

You can now disable "Include Google Signals in Reporting Identity" on your property to exclude specific user data from reports, reducing data thresholding risks. Google Analytics will still collect Google signals for use in audiences, conversions, and Google Ads integration. (source)

Data redaction

You now have the capability to set up your web data streams to automatically redact email addresses and specific URL query parameters on the client-side, minimizing the risk of unintentionally sending out personally identifiable information (PII). (source)

Switch your Universal Analytics properties to Google Analytics 4 now

To maintain support, Analytics 360 properties need to transition to Google Analytics 4 by March 2024. Exclusive features like personalized reporting options and sub-property connections will be solely accessible in Google Analytics 4. Furthermore, Universal Analytics is scheduled for complete discontinuation in July 2024. (source)

First click, Linear, Time decay, and Position-based attribution models are going away for all properties

Google Analytics has officially ceased support for the First Click, Linear, Time Decay, and Position-Based attribution models across all properties as of mid-October 2023. If these models are part of your existing configuration, the system will automatically switch to the Paid and Organic Data-Driven Attribution model. Meanwhile, Paid and Organic Last Click, along with Google Paid Channels Last Click, will continue to be accessible options.

New Google Analytics mobile app

Google Analytics is advocating for users to embrace its mobile app, providing a user-friendly solution to stay connected with business metrics while on the go. The application enables instantaneous tracking, personalized reporting, and practical insights. (source)

Google Ads

Updates to Healthcare and Medicines policy

In October 2023, Google Ads is introducing two significant updates to its Healthcare and Medicines policies. The Prescription Drug Sale policy is undergoing a name change to Prescription Drug Services and will have a more clearly defined scope. Additionally, starting from October 10, 2023, telemedicine providers with LegitScript certification will be eligible to advertise their services in France.

Google Ads Data Manager

Google introduced Google Ads Data Manager that provides an efficient way to manage first-party data, enhances conversions, and boosts ad performance. It is meant to simplify the management of first-party data connections across multiple channels in one place, while eliminating the need for coding expertise, making it easier to leverage your data in marketing efforts and lightening the workload. (source)

Demand Gen 

A reminder that in October, Google Ads has made Demand Gen Campaigns available to all its accounts. These campaigns provide an assortment of ad styles and sophisticated audience targeting options, with a special highlight on creating lookalike audience segments using first-party data, aiding advertisers in keeping pace with changing consumer patterns. (source)

Relevant traffic on Performance Max with search themes

Google has rolled out a beta feature called "Search Themes," which lets advertisers amplify their campaign targeting using their expertise. Through this feature, you can direct Performance Max towards untapped audiences and niche markets, filling the voids in your marketing approach and broadening your presence across multiple channels, Search included. (search)

AR beauty tools for shoppers and brands

Google is enhancing the online shopping experience by introducing virtual hair color and foundation try-on. AR beauty tools have proven popular, showing a 10% increase in user engagement with beauty products when AR features are used. Now, with the addition of hair color and foundation testing, the digital beauty shopping experience becomes even more immersive and interactive. (source)

Meta

Budget Scheduling is out now

Set your ad budgets to automatically adjust for peak times—perfect for high-traffic seasons or promotions—then return to your standard budget, hassle-free. Ideal for both Advantage+ and Manual campaigns. Just select 'Budget Scheduling' at the ad set level to begin.


Generative AI features

Generative AI-powered features began to roll out for ad creatives in Meta’s Ads Manager, with global rollout complete by next year. These new features hope to maximize productivity, personalisation, and performance for all advertisers.  

  • Background Generation: create multiple backgrounds to complement your product images 
  • Image Expansion: fit different aspect ratios across multiple surfaces, like Feed and vertical Reels
  • Text Variations: let AI create multiple versions of ad copy based on your original copy (source)

New Reels features that drive performance

As Reels views surpass 200 billion daily across Facebook and Instagram, Meta announced new Reels ad features to make them more captivating for users and more results-driven for advertisers. Here’s a summary of the new features:

  1. Collection Ads: Collection Ads showcase a large video or image alongside smaller ones, making it simpler for users to browse and discover products.
  2. Multi-Destination Reels Carousel Ads: This feature allows businesses to direct users to various product pages, facilitating product discovery and potentially boosting sales.
  3. Swipe Left Functionality: To convert passive viewers into active shoppers, the "Swipe Left" feature has been added to Reels ads on Facebook and Instagram, enabling users to effortlessly explore and shop for products they find interesting. (source)

Advantage+ Creative Suite

The Advantage+ suite for Facebook and Instagram enhances creativity by providing features such as automatic templates, 3D motion, adjustments for aspect ratios, and image improvements. Utilizing appropriate music or voiceovers can boost user interaction, as Reels ads with these elements tend to receive markedly more positive reactions. Advertisers are now conveniently able to add music to single image Reels ads right at the campaign creation stage, aiming to achieve enhanced outcomes. (source)

Adjust the CTA button on Instagram Story

The call-to-action (CTA) button in Instagram Stories ads has been updated to a Sticker format, which could potentially obscure crucial details in your content. To avoid this, you have the option to manually adjust and set a custom position for the CTA Sticker, ensuring that text and key elements remain visible. (source)

Microsoft

Microsoft Advertising has introduced numerous enhancements to Audience Ads, including the addition of Maximize Conversions and Target CPA features, an expansion across 58 additional markets, and the integration of more captivating ad placements throughout Microsoft's properties and gaming platforms. 

Hotel Campaigns have undergone a rebranding to "Lodging Campaigns" to more accurately reflect the diversifying landscape of travel and accommodation choices. Additionally, Microsoft has unveiled Video and CTV Ads, providing brands with the opportunity to connect with extensive and premium audiences through online video and CTV placements across Microsoft’s network and its publishing partners. (source)

Predefined segments of highly engaged users

Microsoft is presenting advertisers with a chance to connect with highly interactive users on a broader scale through programmatic advertising across Bing Search, Edge browser, and numerous other exclusive platforms, all of which feed valuable signals into the algorithms of Microsoft Ad platforms. With the worldwide introduction of predefined segments, campaign performance is set to improve, offering access to over 900 in-market audiences spanning more than 30 categories around the globe. (source)

Microsoft pubCenter

Microsoft introduced Microsoft pubCenter platform, providing a simple way for website owners to monetize their sites by facilitating the display of advertisements. Within this ecosystem, advertisers from the Microsoft Advertising Network bid for ad space, creating an opportunity for website owners to boost their earnings with ease. Microsoft pubCenter ensures full managerial control, customizable ad choices, and a smooth user experience. (source)

What's new in Dotidot

Performance Max UI improvements

Dotidot now presents enhanced improvements to the Performance Max campaign creation. Our new step-by-step process is designed to streamline campaign setup, making it easier for you to discover the full potential of automated strategies, even for this specific campaign type. Furthermore, each step of the campaign creation process has received some care, for example:

  • We've simplified Google Merchant Center mapping, categorizing fields into required and optional sections.
  • Informed decision-making is now at your fingertips with added recommendations for data source selection, providing insights into the advantages and disadvantages of each data source.
  • As part of our commitment to your success, we've moved Performance Max to the forefront as the recommended campaign type when creating a new campaign.

New rules for Feed Exports

To simplify your life, we've introduced a powerful Rules feature. With this feature, you can take greater control over the output values of selected variables. You have the ability to remove, replace, edit text, remap values, generate new values based on predefined conditions, split values, and perform many other operations with ease compared to the past.

Improvements and features

  • A new Feed Export feature has been added for Ceneo.pl, a well-known Polish online shopping and price comparison website.
  • Users now have the ability to generate an output value in a variable when any content variable is missing. This option is initially disabled by default, but it can be easily activated by any user.

Google Analytics 4

Exclude Google signals data from reports and explorations

You can now disable "Include Google Signals in Reporting Identity" on your property to exclude specific user data from reports, reducing data thresholding risks. Google Analytics will still collect Google signals for use in audiences, conversions, and Google Ads integration. (source)

Data redaction

You now have the capability to set up your web data streams to automatically redact email addresses and specific URL query parameters on the client-side, minimizing the risk of unintentionally sending out personally identifiable information (PII). (source)

Switch your Universal Analytics properties to Google Analytics 4 now

To maintain support, Analytics 360 properties need to transition to Google Analytics 4 by March 2024. Exclusive features like personalized reporting options and sub-property connections will be solely accessible in Google Analytics 4. Furthermore, Universal Analytics is scheduled for complete discontinuation in July 2024. (source)

First click, Linear, Time decay, and Position-based attribution models are going away for all properties

Google Analytics has officially ceased support for the First Click, Linear, Time Decay, and Position-Based attribution models across all properties as of mid-October 2023. If these models are part of your existing configuration, the system will automatically switch to the Paid and Organic Data-Driven Attribution model. Meanwhile, Paid and Organic Last Click, along with Google Paid Channels Last Click, will continue to be accessible options.

New Google Analytics mobile app

Google Analytics is advocating for users to embrace its mobile app, providing a user-friendly solution to stay connected with business metrics while on the go. The application enables instantaneous tracking, personalized reporting, and practical insights. (source)

Google Ads

Updates to Healthcare and Medicines policy

In October 2023, Google Ads is introducing two significant updates to its Healthcare and Medicines policies. The Prescription Drug Sale policy is undergoing a name change to Prescription Drug Services and will have a more clearly defined scope. Additionally, starting from October 10, 2023, telemedicine providers with LegitScript certification will be eligible to advertise their services in France.

Google Ads Data Manager

Google introduced Google Ads Data Manager that provides an efficient way to manage first-party data, enhances conversions, and boosts ad performance. It is meant to simplify the management of first-party data connections across multiple channels in one place, while eliminating the need for coding expertise, making it easier to leverage your data in marketing efforts and lightening the workload. (source)

Demand Gen 

A reminder that in October, Google Ads has made Demand Gen Campaigns available to all its accounts. These campaigns provide an assortment of ad styles and sophisticated audience targeting options, with a special highlight on creating lookalike audience segments using first-party data, aiding advertisers in keeping pace with changing consumer patterns. (source)

Relevant traffic on Performance Max with search themes

Google has rolled out a beta feature called "Search Themes," which lets advertisers amplify their campaign targeting using their expertise. Through this feature, you can direct Performance Max towards untapped audiences and niche markets, filling the voids in your marketing approach and broadening your presence across multiple channels, Search included. (search)

AR beauty tools for shoppers and brands

Google is enhancing the online shopping experience by introducing virtual hair color and foundation try-on. AR beauty tools have proven popular, showing a 10% increase in user engagement with beauty products when AR features are used. Now, with the addition of hair color and foundation testing, the digital beauty shopping experience becomes even more immersive and interactive. (source)

Meta

Budget Scheduling is out now

Set your ad budgets to automatically adjust for peak times—perfect for high-traffic seasons or promotions—then return to your standard budget, hassle-free. Ideal for both Advantage+ and Manual campaigns. Just select 'Budget Scheduling' at the ad set level to begin.


Generative AI features

Generative AI-powered features began to roll out for ad creatives in Meta’s Ads Manager, with global rollout complete by next year. These new features hope to maximize productivity, personalisation, and performance for all advertisers.  

  • Background Generation: create multiple backgrounds to complement your product images 
  • Image Expansion: fit different aspect ratios across multiple surfaces, like Feed and vertical Reels
  • Text Variations: let AI create multiple versions of ad copy based on your original copy (source)

New Reels features that drive performance

As Reels views surpass 200 billion daily across Facebook and Instagram, Meta announced new Reels ad features to make them more captivating for users and more results-driven for advertisers. Here’s a summary of the new features:

  1. Collection Ads: Collection Ads showcase a large video or image alongside smaller ones, making it simpler for users to browse and discover products.
  2. Multi-Destination Reels Carousel Ads: This feature allows businesses to direct users to various product pages, facilitating product discovery and potentially boosting sales.
  3. Swipe Left Functionality: To convert passive viewers into active shoppers, the "Swipe Left" feature has been added to Reels ads on Facebook and Instagram, enabling users to effortlessly explore and shop for products they find interesting. (source)

Advantage+ Creative Suite

The Advantage+ suite for Facebook and Instagram enhances creativity by providing features such as automatic templates, 3D motion, adjustments for aspect ratios, and image improvements. Utilizing appropriate music or voiceovers can boost user interaction, as Reels ads with these elements tend to receive markedly more positive reactions. Advertisers are now conveniently able to add music to single image Reels ads right at the campaign creation stage, aiming to achieve enhanced outcomes. (source)

Adjust the CTA button on Instagram Story

The call-to-action (CTA) button in Instagram Stories ads has been updated to a Sticker format, which could potentially obscure crucial details in your content. To avoid this, you have the option to manually adjust and set a custom position for the CTA Sticker, ensuring that text and key elements remain visible. (source)

Microsoft

Microsoft Advertising has introduced numerous enhancements to Audience Ads, including the addition of Maximize Conversions and Target CPA features, an expansion across 58 additional markets, and the integration of more captivating ad placements throughout Microsoft's properties and gaming platforms. 

Hotel Campaigns have undergone a rebranding to "Lodging Campaigns" to more accurately reflect the diversifying landscape of travel and accommodation choices. Additionally, Microsoft has unveiled Video and CTV Ads, providing brands with the opportunity to connect with extensive and premium audiences through online video and CTV placements across Microsoft’s network and its publishing partners. (source)

Predefined segments of highly engaged users

Microsoft is presenting advertisers with a chance to connect with highly interactive users on a broader scale through programmatic advertising across Bing Search, Edge browser, and numerous other exclusive platforms, all of which feed valuable signals into the algorithms of Microsoft Ad platforms. With the worldwide introduction of predefined segments, campaign performance is set to improve, offering access to over 900 in-market audiences spanning more than 30 categories around the globe. (source)

Microsoft pubCenter

Microsoft introduced Microsoft pubCenter platform, providing a simple way for website owners to monetize their sites by facilitating the display of advertisements. Within this ecosystem, advertisers from the Microsoft Advertising Network bid for ad space, creating an opportunity for website owners to boost their earnings with ease. Microsoft pubCenter ensures full managerial control, customizable ad choices, and a smooth user experience. (source)

What's new in Dotidot

Performance Max UI improvements

Dotidot now presents enhanced improvements to the Performance Max campaign creation. Our new step-by-step process is designed to streamline campaign setup, making it easier for you to discover the full potential of automated strategies, even for this specific campaign type. Furthermore, each step of the campaign creation process has received some care, for example:

  • We've simplified Google Merchant Center mapping, categorizing fields into required and optional sections.
  • Informed decision-making is now at your fingertips with added recommendations for data source selection, providing insights into the advantages and disadvantages of each data source.
  • As part of our commitment to your success, we've moved Performance Max to the forefront as the recommended campaign type when creating a new campaign.

New rules for Feed Exports

To simplify your life, we've introduced a powerful Rules feature. With this feature, you can take greater control over the output values of selected variables. You have the ability to remove, replace, edit text, remap values, generate new values based on predefined conditions, split values, and perform many other operations with ease compared to the past.

Improvements and features

  • A new Feed Export feature has been added for Ceneo.pl, a well-known Polish online shopping and price comparison website.
  • Users now have the ability to generate an output value in a variable when any content variable is missing. This option is initially disabled by default, but it can be easily activated by any user.
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Laura Probstnerová
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