The top 10 international Pay Per Click Industry News from January 1 to 13, 2023, commented live by Gianpaolo Lorusso, the founder of ADworld Experience.

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

#1 Meta fined for €390M by for forcing users to personalized ads
Facebook parent company has been fined for forcing users to accept personalized ads to access the social network. The company will appeal the decision, but has 3 months to change its policies accordingly.
https://www.bbc.com/news/technology-64153383

#2 Why you should reassess GAds recommendations
Greg Finn explains why Google’s decision to change the recommendation about redundant keyword removal is a very dangerous precedent.
https://searchengineland.com/reassess-google-ads-recommendations-391025

#3 Adgroup organization still is the PPC secret sauce
Brad Geddes shares a case story demonstrating Responsive Search Ads might underperform if used in an overlapping or confused ad group structure
https://adalysis.com/blog/the-biggest-mistake-with-rsas-is-your-ad-group-organization/

#4 Top 5 2022 Google Ads Scripts
Nils Rooijmans, one of the best EU’s GAds script experts, shared his personal top 5 script parade for 2022
https://www.facebook.com/business/help/229435355723442

#5 Monitoring & optimizing Performance Max
Optmyzr’s Cory Lindholm summerizes Mike Rhodes showing a series of PMax best practices
https://www.optmyzr.com/blog/performance-max-ecommerce-diagnosis-guide/

#6 GA4 import tool now can recreate UA audiences
The new tool can recreate audiences based on similar dimensions/metrics, but, of course you will have to repopulate them again once migrated
https://support.google.com/analytics/answer/12366001

#7 How to import data from non Google ppc platforms in GA4
Julius Fedorovicius (Analytics Mania) shares a step by step guide to import FBAds, LinkedinAds, TwitterAds, Microsoft etc. in Google Analytics 4
https://www.youtube.com/watch?v=avWBQViRh-k

#8 How to enlarge job title targeting in LinkedinAds staying in your business niche
AJ Wilcox explains how to use segment breakdown to reach unrecognized job titles in your target industry
https://www.linkedin.com/posts/adworld-experience_linkedinads-b2bmarketing-linkedinadvertising-activity-7018586111014813698-57eb/

#9 Meta is going to limit teens targeting options
Starting on February 20, FacebookAds will loose the gender and zip codes or local targeting (smaller than cities) options for under 18 users.
https://www.facebook.com/business/help/229435355723442

#10 Auction eligibility & PMax
Kirk Williams shares some interesting considerations on cases of search campaigns loosing visibility in favour of more expensive Performance Max clicks even with higher ad ranking
https://zatomarketing.com/blog/campaign-auction-eligibility-and-performance-max-behavior

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May the ROI be with you! And… more peace for everyone

The top 10 international Pay Per Click Industry News from December 9 to 30, 2022, commented live by Gianpaolo Lorusso, the founder of ADworld Experience.

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

#1 Has the Meta-Google ad duopoly been disrupted?
An Axios report highlights Amazon & TikTok are gaining traction, forcing Meta & GoogleAds under 50% of US ad spend market (for the first time since 2014)
https://thehustle.co/12232022-ad-spend/

#2 Google released new data for “Insights” page in GAds
Now you can see new data related to search terms, assets, audiences and impact of change history on campaings’ performance
https://blog.google/products/ads-commerce/new-holiday-insights/

#3 Adding (UTM) tracking parameters in Advantage+ audiences in FBAds
Michael Vittori spotted a new function designed to give more insights on top performing audiences in the full automated version of FBAds
https://www.linkedin.com/posts/michaelvittori_nuovi-parametri-per-tracciare-le-campagne-activity-7007972458695684096-JMVi/

#4 Meta shares a white paper with some video ad tips
Meta has published a report with some suggestions on video ads performance retrieved from 70+ real campaigns
https://www.socialmediatoday.com/news/Meta-Shares-Key-Video-Ad-Tips/638814/

#5 12 Linkedin Ads best practices
B2Linked shared a nice recap of LIAds best practices to boost campaign performances
https://b2linked.com/blog/12-linkedin-ads-best-practices-how-to-run-successful-linkedin-ads/

#6 Popunder is alive (& among us)
A new report by Malwarebytes highlights that this activity is long from being eradicated and still inflating fraudolent clicks in PPC industry
https://www.theregister.com/2022/12/22/google_ad_popunder_scam/

#7 How to control which websites, pages, apps and videos your FBAds appear on
Jon Loomer shared a step by step guide to verify FBAds placements
https://www.jonloomer.com/control-which-websites-pages-apps-and-videos-your-facebook-ads-appear-on/

#8 Google updated the guide to PMax & App campaigns
Google released a new best practice collection for cross-channel campaigns
https://support.google.com/google-ads/answer/12850448

#9 The top 10 PPC related posts on Search Engine Land in 2022
SEL has published the list of the most viewed posts in the PPC category in 2022
https://searchengineland.com/top-10-ppc-expert-columns-2022-390014

#10 Twitter is going to offer more control on ad placements
Twitter is trying to reassure advertisers that they will be given more control on the contents alongside their ads are being shown
https://www.reuters.com/technology/twitter-introduce-new-controls-ad-placements-email-2022-12-09/

EXTRA BONUS
Snapchat announces new placements in lenses: https://ar.snap.com/lens-fest-2022
New GA4 landing page report: https://searchengineland.com/new-google-analytics-4-landing-page-report-390337
When broad could work in FBAds: https://www.jonloomer.com/should-you-go-broad-with-facebook-ads-targeting/

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May the ROI be with you! And… more peace for everyone

The top 10 international Pay Per Click Industry News from November 25 to December 9, 2022, commented live by Gianpaolo Lorusso, the founder of ADworld Experience.

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

#1 Using FB Lead Ads as Landing Pages
Very interesting post by Jon Loomer explaining how to use lead ads as they were Facebook/Meta internal Landing Pages
https://www.jonloomer.com/big-update-to-facebook-ads-lead-forms/

#2 When Performance Max could be misleaded
Nils Rooijmans shared a real case story in which a PMax campaign was messed up by a strong promotion on specific products after they sold out
https://nilsrooijmans.com/performance-max-please-dont-repeat-my-mistake/

#3 Call for speakers for ADworld Experience 2023
We started to actively search for new case stories for ADworld Experience 2023 (which will be next October 5-6 in Bologna – Italy – or via live streaming)
https://www.adworldexperience.it/en/call-for-speakers-2023/

#4 GA4 now has views per sessions and avg session duration
Carly Boddy (Google Analytics PM) spread the (very) good news on Twitter. Now it will be easier to set behavioral conversions on session average duration
https://twitter.com/carly_boddy/status/1597765150509260803

#5 Twitter rolled out conversion based campaign goals
Twitter now (finally) has performance based campaign objectives as all other main PPC platforms
https://searchengineland.com/twitter-has-launched-3-new-ad-targeting-options-389815

#6 Facebook released a new white paper on consumer decision making criteria
Meta just released a new research in collaboration with Publicis showing which approaches will have more influence on consumer behaviour
https://www.facebook.com/business/news/omnichannel-strategy-publicis-whitepaper

#7 Linkedin Ads targeting refining by exclusions
Eric Jones (B2Linked) shares some useful best practices on refining Linkedin Ads targeting by excluding irrelevant audiences
https://b2linked.com/blog/linkedin-ads-exclusions-how-to-refine-your-targeting-to-reach-the-right-audience/

#8 10 remarketing lists for search ads worth a test
Brooke Osmundson shared some ideas to test with search remarketing lists to boost campaign performances
https://www.searchenginejournal.com/5-remarketing-lists-boost-ppc-ad-performance/175794/

#9 11 key factors/trend to succeed in FB Advertising in 2023
Jordan Bucknell shared a guide of the most important trends in Meta Ads to be aware of to succeed in the middle/long term
https://www.wordstream.com/blog/ws/2022/12/06/facebook-advertising-trends

#10 Microsoft Advertising December updates
Video Ads, flyer extensions, online conversions adjustments + other minor updates soon available
https://about.ads.microsoft.com/en-gb/blog/post/december-2022/video-ads-and-other-product-updates-for-december

EXTRA BONUS:
When broad could work in FBAds: https://www.jonloomer.com/should-you-go-broad-with-facebook-ads-targeting/

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May the ROI be with you! And… more peace for everyone

Is now open the hunting season for Pay Per Click & Conversion Rate Optimization case stories for the next ADworld Experience, which will be on October 5-6, 2023, in Bologna (Italy) + via live streaming.

Your case study does not need to be a huge success. It has to be useful to understand how to optimize online advertising and Conversion Rates (as well as to avoid dangerous errors).

You do not need to be famous. There are enough motivators or storytellers!  We need facts & numbers, presented by professionals who directly managed campaigns and can explain them in details, not opinions or second hand data.

You have not to manage big budgets. We are interested in repeatable and scalable strategies in one or more business sectors.

We will evaluate cases related to any online mass advertising circuit (Google Ads, Facebook/Instagram, Amazon, Linkedin, Microsoft, Twitter, TikTok, Snapchat, programmatic and other minor PPC platforms) and whatever interesting CRO case history.

You must not have presented the same case story in other events and, if it has been already published online, it has to be an in-depth analysis or evolution of what is online.

There is not a real deadline to submit your ideas, but I strongly suggest you to present your ideas (even more than 1) as soon as possible, by this Summer the games will be 99% closed.

This is your opportunity to be part of one of the World’s largest all-PPC events. Don’t miss it, also because you will miss the lovely Bologna (just in the middle of Milan-Florence-Venice triangle & home of the largest Agri-food park in the world).

Drop us a line at info@adworldexperience.it sending in a brief description or a video presentation of your case with relevant details to evaluate it, and a link to your site and/or Linkedin profile.

Of course, all the data you share with us will remain strictly confidential, unless you agree to speak about them at next ADworld Experience, of course

The top 10 international Pay Per Click Industry News from November 11 to 25, 2022, commented live by Gianpaolo Lorusso, the founder of ADworld Experience.

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

#1 Using PMax only for shopping ads or on all channels?
Very interesting post in which Andrew Lolk suggests when might be convenient to limit PMax to only shopping ads and how to do it
https://savvyrevenue.com/blog/shopping-ads-performance-max/

#2 First real data from Meta’s Advantage+ Shopping Campaings
Lize Keefer (Tinuiti) shared some data showing interesting performances for Meta’s new fully automated shopping campaign type
https://tinuiti.com/blog/paid-social/introducing-meta-advantage-shopping-campaign-5-best-practices-from-tinutis-marketing-experts/

#3 2022 Updated Search Ads Benchmarks
Kristen McCormick (WordStream/Localiq) explains the most interesting updates in search ads market evolution (spoiler: CPL increases & CR decreases, the rest is stable)
https://www.wordstream.com/blog/ws/2022/11/10/search-advertising-benchmarks

#4 Are device specific campaigns still an option?
Jonathan Kagan describes how and when device specific campaigns might still be useful to advertisers
https://searchengineland.com/device-specific-ppc-why-it-still-matters-389554

#5 Q4 trends across Google, Meta & Amazon
Andy Taylor (Tinuiti) shared YoY comparative reports showing the possible evolution of the paid search secrot in the last part of 2022
https://tinuiti.com/blog/amazon/halfway-there-q4-trends-across-google-meta-and-amazon-so-far/

#6 Doing competitive research with ad insights
Ilya Cherepakhin shows how to run a competitors’ ad analysis using Google’s new ad insights feature
https://www.searchenginejournal.com/google-new-ad-insights-tips-competitive-ad-research/470236/

#7 When pulling back Facebook Ads may be an option
Jon Loomer explains why it could be wiser to avoid join the highest peaks of this year’s shopping turmoil
https://www.jonloomer.com/should-you-pull-back-your-facebook-ads-this-holiday-season/

#7 Linkedin Document Ads Mini-guide
Eric Jones shows all the features of this ad type and suggests some interesting applications
https://b2linked.com/blog/what-are-linkedin-document-ads/

#9 Bypassing big brands bidding up your keywords
Navah Hopkins explains some best practices to limit the negative influence of big players game on keyword bidding
https://www.searchenginejournal.com/big-brands-bidding-your-terms/470824/

#10 Avoid common mistakes done during recessions
Laura Schiele shows which very common errors should be avoided when running marketing campaigns during an economic recession
https://searchengineland.com/marketing-recession-common-mistakes-389542

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The top 10 international Pay Per Click Industry News from October 28 to November 11, 2022, commented live by Gianpaolo Lorusso, the founder of ADworld Experience.

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

#1 Google will sunset similar audiences in 2023
They will be stopped form being created on May 2023 and retired in August 2023 in favor of optimized targeting (& audience expansion in video campaigns)
https://support.google.com/google-ads/answer/12929853

#2 Facebook draws back 28 days attribution
The 28 days attribution time window will gradually return to our accounts thanks to more precise modeled data (& the approaching shopping season
https://www.jonloomer.com/meta-brings-back-28-day-click-attribution/

#3 Interesting examples of Facebook Ads examples
Creatopy shared some useful examples of effective FBAds campaigns, along with best practice to create scroll-stopper ads
https://www.creatopy.com/blog/how-to-create-scroll-stopper-ads-that-convert/

#4 Busy week at Google Video Campaigns
Forecast campaign planner and new frequency target goal for video campaigns are going to roll out globally
https://support.google.com/google-ads/answer/12979720
https://blog.google/products/ads-commerce/a-new-way-to-control-and-optimize-frequency-on-youtube/

#5 All the 6 components of Quality Score
Kelly Bielfeldt (JumpFly) did an interesting recap of all factors still impacting ad ranking, including search context and extension expected CTR
https://www.jumpfly.com/blog/6-components-of-google-ad-rank-and-how-to-improve-it-without-raising-bids/

#6 Why Remarketing Lists for Search Ads are worth a try
Candace Boren (Marin One) refreshes an evergreen targeting strategy all PPC Pro should use (even just to test its potential)
https://www.marinsoftware.com/blog/remarketing-lists-for-search-ads-rlsa-why-you-should-use-them

#7 A script to exclude non targeted languages in GDN
Frederick Vallaeys (Optmyzr) shared a script wich can automatically exclude domains in GDN using unicode sets for languages different from our targeted ones
https://www.searchenginejournal.com/money-saving-placement-exclusion-script-for-google-ads/468541/

#7 How to scale Twitter ads
All the best practices you should consider to scale Twitter Ads without loosing too much effectiveness
https://www.socialmediaexaminer.com/how-to-scale-twitter-ads/

#9 October new functionalities in Microsoft Advertising
Credit card ads, PMax import, improved UET tag dashboard, RSA recommendations and other recent updates introduced in October
https://about.ads.microsoft.com/en-us/blog/post/november-2022/credit-card-ads-and-other-product-updates-for-november

#10 RSA combination report will retain data for only 12 months
Starting on January 15 2023 the report with all asset combinations will limit data availability to the previous 12 months
https://ads-developers.googleblog.com/2022/11/rsa-combination-report-policy-update.html

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May the ROI be with you! And… more peace for everyone

The top 10 international Pay Per Click Industry News from September 30 to October 14, 2022, commented live by Gianpaolo Lorusso, the founder of ADworld Experience.

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

#1 How to get the most out of PMax in this shopping season
Menachem Ani shared some very interesting tips on how to set Google Ads Performance Max campaigns to their best
https://searchengineland.com/how-to-make-the-most-of-performance-max-this-holiday-shopping-season-389136

#2 The secret for PPC success? Better analytics tracking
Two new events were added in Google Analytics 4 to automatically track lead interactions
https://searchengineland.com/ga4-now-has-an-enhanced-measurement-option-for-form-interactions-388424

#3 PMax & invalid leads
Several advertisers reported fake conversions in PMAx lead generation campaigns. Google says they are working on the issue.
https://www.seroundtable.com/google-ads-decreasing-invalid-leads-34272.html

#4 How to master Google Ads custom segments
How to create and use custom audiences to maximize performance of campaigns
https://www.wordstream.com/blog/ws/2022/10/18/google-ads-custom-segments

#5 PMax new features ready for shopping season
Asset goup schedule, performance forecasts, audience insights etc.
https://support.google.com/google-ads/answer/12926236

#6 Scaling Facebook Ads the right way
5 techniques you can use to scale ads without devastating performances
https://www.socialmediaexaminer.com/how-to-scale-facebook-ads-5-techniques/

#7 Instagram to increase ads load
Meta is fighting users & revenue decline adding ads. Decreasing interactions might be on the horizon.
https://techcrunch.com/2022/10/04/instagram-to-increase-ad-load-as-meta-fights-revenue-decline/

#7 TikTok Ads new functionalities
Smart Performance Campaigns and other news announced at second “TikTok World” event (showtimes ad unit, focused view, lead gen ad offering ect.)
https://www.tiktok.com/business/en-US/blog/tiktok-world-smart-performance-campaign
https://www.socialmediatoday.com/news/TikTok-Announces-New-Ad-Tools-at-TikTok-World-Event/634083/

#9 95% of Smart Shopping advertisers embraced PMax
Tinuiti’s Google Ads benchmark reports Q3 2022 showed that the transition is almost total
https://www.karooya.com/blog/google-ads-benchmark-report-tinuiti-q3-2022/

#10 Why using audience expansion in LIAds might not be a good idea
B2Linked shared some useful consideration on when and how to use it in Linkedin Ads
https://b2linked.com/blog/linkedin-audience-expansion-why-its-not-good-for-brand-awareness/

EXTRA BONUS
adwexp22 videos are now available
https://www.adworldexperience.it/en/adworld-experience-2022-videos/

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May the ROI be with you! And… more peace for everyone

All video-recordings of ADworld Experience 2022 are now available in our online video shop

In these 30 hours of videos you will find all the advanced courses and the real case stories on Google Ads, Facebook / Meta Ads, LinkedIN, Search Ads 360, Display & Video 360, Conversion Rate Optimization and Google Analytics 4 presented live in Bologna (Italy) on October 6-7.

Besides advanced seminars and PPC cases, you will also find the GAds Clinic, the Facebook Ads Clinic (with live analysis of real campaigns) and the final round tables of all the sessions recorded during the last edition.

According to participants, it is a real gold mine of suggestions and ideas to optimize your campaigns and I bet you will never regret to have a look to them (may be using one of our timed accesses, to watch all the most interesting cases/courses presented in the last 5 editions of ADworld Experience).

The top 10 international Pay Per Click Industry News from September 30 to October 14, 2022, commented live by Gianpaolo Lorusso, the founder of ADworld Experience.

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

#1 The path to GAds keyword (match type) free account is marked
Google is beta testing a new feature to turn on all broad keywords and off all other matching types
https://www.wordstream.com/blog/ws/2022/10/13/future-of-keyword-match-types

#2 GA4 adds form interaction events in enhanced measurement
Two new events were added in Google Analytics 4 to automatically track lead interactions
https://searchengineland.com/ga4-now-has-an-enhanced-measurement-option-for-form-interactions-388424

#3 How you might hurt your account performance with RSA
Responsive Search Ads may improve dramatically the visibility of your account, with 5 important caveats
https://searchengineland.com/5-ways-youre-hurting-account-performance-when-it-comes-to-rsas-388615

#4 TikTok video ads vs IG Reels, YT Shorts & Pinterest Idea
The results of a $3,000 spend test in the 4 major video ads platforms
https://www.creatopy.com/blog/short-form-video-ads-case-study/

#5 Google will discontinue content targeting for video ads in 2023
An alert note in the help section explains how keywords, topics & placements in video campaigns that drive conversions
https://searchengineland.com/google-ads-to-discontinue-content-targeting-for-youtube-conversion-campaigns-in-2023-388683

#6 How to promote reels with FB/IG Ads
Nice post by Jon Loomer explaining how to get the most out of Facebook/instagram reels
https://www.jonloomer.com/promote-facebook-instagram-reels/

#7 Google redesigns GDN content inventory control section
It will be called “Content suitability” center, but it does not appear to be a revolution
https://blog.google/products/ads-commerce/content-suitability-center/

#7 Google Analytics 4 attribution guide
Very nice post explaining GA4 works differently from UA under the hood
https://searchengineland.com/google-analytics-4-attribution-guide-388626

#9 Microsoft October updates
PMax imports, audience network expansion, video ads + other minor updates
https://about.ads.microsoft.com/en-us/blog/post/october-2022/performance-max-import-and-other-product-updates-for-october

#10 How to spy FBAds audiences used by your competitors
Like in Twitter and LinkedIN you can check which audiences your competitors are using to target you
https://www.socialmediaexaminer.com/how-to-target-competitor-audiences-on-facebook/

EXTRA BONUS
Pre-order adwexp22 videos now with a 20% off (to be retired when published)
https://shop.adworldexperience.it/en/negozio/all-2022-preorder-20/

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May the ROI be with you! And… more peace for everyone

The top 10 international Pay Per Click Industry News from September 16 to 30, 2022, commented live by Gianpaolo Lorusso, the founder of ADworld Experience.

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

#1 US & EU are going to settle data transfer issues
US is expected to publish its long-waited executive order on European privacy issues, which should be ratified by EU next spring
https://www.politico.eu/article/us-expected-to-publish-privacy-shield-executive-order-next-week/

#2 ADworld Experience final agenda is on line
We just published the final agenda of the event live in Bologna – Italy – (or via online streaming) on October 6-7 (tickets are almost gone)
https://www.adworldexperience.it/en/adworld-experience-2022-final-agenda-is-on-line/

#3 How to test Google Ads RSA (the right way)
Brad Geddes shared some very interesting suggestions on how to optimize Responsive Search Ads
https://adalysis.com/blog/how-to-test-responsive-search-ads-rsa-in-google-ads-and-microsoft-ads/

#4 LinkedIN Ads new features on their way
Offline conversions, audience insights, document ads (to push for WP, Case stories & reports) and media library will enrich LI Ads platform
https://www.linkedin.com/business/marketing/blog/linkedin-ads/new-ways-to-get-even-more-out-of-your-linkedin-ads

#5 Don’t know how to switch from Smart Shopping to PMax? Read this first
A very nice recap of all steps and tips to consider when switching to Google Ads Performance Max
https://www.ppchero.com/your-guide-to-winning-with-performance-max-campaigns/

#6 How to easily scale Instagram Ads
A step-by-step guide to IGAds scaling by Anna Sonnenberg
https://www.socialmediaexaminer.com/how-to-easily-scale-instagram-ads/

#7 Meta set as default advantage audience targeting expansion
Along with API updates Facebook is pushing on automation with automatic expansion of retargeting audiences. Is this the end of pure remarketing strategies?
https://developers.facebook.com/blog/post/2022/09/15/introducing-facebook-graph-api-v15-and-marketing-api-v15/

#7 Facebook Ads launches call ads integrations
New call focused ad options are on their way in Meta Ads suite
https://www.facebook.com/business/news/using-call-ads-to-grow-your-business

#9 B2B Ads miniguide on FB & IG
A nice mini-guide to business to business targeting options in Meta PPC platform
https://www.socialmediaexaminer.com/b2b-facebook-and-instagram-ad-guide/

#10 Meta introduces collaborative ads for local deliveries
New ad formats will push collaboration of local producers with delivery services available in their area
https://www.facebook.com/business/news/introducing-collaborative-ads-for-local-delivery

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May the ROI be with you! And… more peace for everyone

We have just released the final program of ADworld Experience October 6-7, 2022, in Bologna (Italy) or via live streaming on line.

Almost all the speakers announced in June are confirmed, except Fiona Bradley (who is now climbing Kilimanjaro for charity) and has been replaced with Neha Divanji (a first-rate FBAds specialist).

Of course there are many new entries such as: Greg Barry (Tinuiti’s Director of Paid Search), Esther Del Rio (senior adtech consultant in Making Science), Luca Bove (the op Italian specialist in local search) & Gabriele Contilli (founder and CEO of Rocket PPC Agency), Rebecca Leporati (data scientist at Booster Box), David Peranic (Kontra Agency), Eleonora Perotto (Conversion copywriter for FuturaImmagine by Luca Orlandini), Armando Rispoli (Norma’s Teaching), Nils Roojimans (the best known GAds script specialist in EU), Sante Occhiuzzi (Byte-Code) and Pietro Rossato (Pittarosso).

To date there are less than 20 free places left to join live in Bologna, so in the next few days the registration price will take off vertically. If you want to be in Bologna and personally meet all of them (I recommend it), you are better to move yesterday.

See registration options still available

The top 10 international Pay Per Click Industry News from September 2 to 16, 2022, commented live by Gianpaolo Lorusso, the founder of ADworld Experience.

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

#1 The new Google Ads Destination Requirements Policy
Kristen MCCormick recaps all the new requirements against intrusive ads Google will be applying on landing pages starting from October 22 (give a look if you don’t want your ads disapproved)
https://www.wordstream.com/blog/ws/2022/09/12/google-ads-destination-requirements-policy

#2 Google is rolling our Product Listings for Discovery Campaigns
This is a very good news with shopping season approaching (thanks to Giuseppe Scollo for spotting the global rollout process happening now)
https://www.socialmediatoday.com/news/google-adds-new-product-listing-and-discovery-options-ahead-of-the-holiday/605891/

#3 How to set Facebook CAPI in a WP site
How to set Facebook Ads Conversion API with a free plugin and without writing any code line
https://www.jonloomer.com/how-to-set-up-conversions-api-with-facebook-for-wordpress-plugin/

#4 Store visits & sales values can now be adjusted with value rules
Brick & mortar resellers can now set rules to over/under-weight in-store visits among conversions
https://support.google.com/google-ads/answer/12487857

#5 Brand Awareness vs Website Visits objective in Linkedin Ads
Amazing results of some tests between the 2 different campaign goals available in LinkedIN Ads
https://b2linked.com/blog/objective-smackdown-brand-awareness/

#6 Microsoft launches multi-platform campaigns
The Redmond’s giant announced a closed US beta of a campaign type running at the same time on Microsoft, GoogleAds, Facebook Ads and Instagram.
https://about.ads.microsoft.com/en-us/blog/post/september-2022/simplified-campaign-creation-search-social-media-management

#7 Google redesigns automatically applied recommendations
Automatic recommendations will be split in 2 with different levels (a more conservative one and an aggressive option)
https://support.google.com/google-ads/answer/12650226

#7 Facebook Ads sizes & specs 2022
Hootsuite updated their guide to FBAds formats
https://adespresso.com/blog/facebook-ad-image-size/

#9 Microsoft launched Multimedi Ads formats
Some new ad formats are coming to Microsoft to fit Windows 11 and Bing’s more visual search experience
https://about.ads.microsoft.com/en-us/blog/post/september-2022/get-noticed-across-markets-with-multimedia-ads

#10 Google Ads will unify & rebrand ad extensions in “assets”
A new UI interface is on its way for ad extensions (new name assets, like in PMax), but there shouldn’t be changes in how they work at account, campaign or group level
https://searchengineland.com/google-ad-extensions-are-being-rebranded-as-assets-387983

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The top 10 international Pay Per Click Industry News from August 5 to September 2, 2022, commented live by Gianpaolo Lorusso, the founder of ADworld Experience.

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

#1 Enabling Google Signals in GA4 might not be a good idea
Charles Farina noticed that if your site has enough traffic to activate Signals, but not enough to have so many aggregated data you may loose details in several detailed reports
https://www.linkedin.com/feed/update/urn:li:activity:6968300792638296064/

#2 How the new Facebook Ads B2B targeting options really work
Jon Loomer explains in details the new Business to Business targeting options launched by Meta
https://www.jonloomer.com/b2b-targeting-facebook-ads/

#3 Tips to be ready for holiday shopping season
Google shared a sort of mini-guide for holiday shopping season
https://support.google.com/google-ads/answer/12423231

#4 Google Display & Video 360 now on screens in public places
Ads coming from the enterprise level PPC platform from Google might run also on screens in stadiums, airports, shopping centers, etc. (Shreya Mathur)
https://blog.google/products/marketingplatform/360/digital-out-of-home-ads-now-in-display-video-360/

#5 How to spy your competitors audiences in LIAds (and Twitter)
Anna Sonnenberg (SME) shared a nice post describing how to spot audiences targeted by your competitors in Linkedin (but the same procedure works also on Twitter)
https://www.socialmediaexaminer.com/linkedin-ads-how-to-target-competitor-audiences/

#6 Performance Max optimization corner
Here are some interesting posts on PMax optimization
https://savvyrevenue.com/blog/performance-max-optimization/
https://searchengineland.com/performance-max-maximize-insights-387302
https://zatomarketing.com/blog/how-to-see-placements-in-google-smart-shopping-campaigns
https://www.linkedin.com/feed/update/urn:li:activity:6965704157886394368/

#7 Twitter renews its tracking pixel & CAPI
New functions and tracking possibilities are now available
https://business.twitter.com/en/blog/performance-advertising-on-twitter.html

#7 How to audit GAds campaigns like a pro
Brad Geddes shared a checklist of actions to monitor successfully a Google Ads Account during a SMX Advanced session (as he did during his last ADworld Experience advanced seminar)
https://searchengineland.com/how-to-audit-your-google-ads-account-like-a-pro-387486

#9 TikTok pushes on shopping experience
TikTok introduced 3 new ad formats for the approaching holiday shopping season
https://aragondigital.marketing/tiktoks-got-some-new-shopping-ad-formats/

#10 Promoting events in paid search & social
Lisa Raehsler shared some tips on how to use search and social advertising for event organizers
https://www.searchenginejournal.com/paid-search-social-ads-promote-events/345398/#close

EXTRA BONUS
Say bye-bye to extra search terms in UA & GA4 reports (Charles Farina): https://www.linkedin.com/feed/update/urn:li:activity:6971193405393571840/



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The top 10 international Pay Per Click Industry News from July 22 to August 5, 2022, commented live by Gianpaolo Lorusso, the founder of ADworld Experience.

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

#1 Google postponed the end of cookie era in Chrome to 2024
Google finally announced that the they need some more time to implement this big change in Chrome (phew! :-), but the new deadline is not too far (second half of 2024).
https://blog.google/products/chrome/update-testing-privacy-sandbox-web/

#2 How to track conversion in GA4 to effectively optimize GAds campaigns
What you should track and how to set the tracking (the right way) in Google Analytics 4 (and Tag Manager) to optimize a Google Ads campaign
https://www.adworldexperience.it/en/tracking-google-ads-conversions-well-with-ga4-infographic/

#3 Conversion rates declining? You are not alone
Competitiveness in many industries is spiking. What to do about it?
https://www.wordstream.com/blog/ws/2022/08/03/improve-conversion-rates

#4 Are Facebook Audience Network video engagement data real?
Not completely. Jon Loomer explains what he found in one campaign and how to avoid it.
https://www.jonloomer.com/audience-network-rewarded-video-placement-and-inflated-thruplay-numbers/

#5 Is Shopping segmenting by margin/ROAS worth it?
Kirk Williams explains why this could not be the best way to segment a Smart Shopping / Performance Max campaign
https://zatomarketing.com/blog/stop-segmenting-shopping-ads-by-margin-or-roas

#6 Local Services Ads has spam problems
Leonard Raleigh shared some interesting insights on this relatively new platform
https://searchengineland.com/googles-local-services-ads-platform-has-a-problem-with-spam-386890

#7 How to remove video ads from GDN
A shiny little trick to exclude Google Display Network from Video campaigns in YouTube
https://nilsrooijmans.com/do-you-know-about-googleadsense_without_youtube-com/

#7 A new Google Tag is coming to the digital town
Google announced that a new centralized version of gtag.js is on its way to all sites using Google Analytics/Tag Manager
https://blog.google/products/ads-commerce/simplify-measurement-with-google-tag/

#9 What is Agile Target layering and how can help to maximize GAds performance
AI is changing our ways to manage campaigns, but there still are cases in which good old manual targeting techniques perform the best. ATL explains how to mix them the right way.
https://www.optmyzr.com/blog/agile-target-layering/

#10 How to set a display campaign + latest Microsoft Ads updates
Googry Harwood shared some interesting tips for Audience Network + some other updates
https://about.ads.microsoft.com/en-us/blog/post/july-2022/5-steps-to-build-a-successful-native-campaign
https://searchengineland.com/microsoft-announces-automotive-ads-audience-network-expansion-and-7-other-updates-386892

EXTRA BONUS
Pmax & SS have now a default channel group in GA4: https://www.linkedin.com/posts/charlesfarina_ga4-is-now-reporting-performance-max-and-activity-6957417574909308928-Mg5V/



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Since in July 2023 we all will have to abandon Universal Analytics, for some time now on my most important accounts I have been using Google Analytics 4 in parallel to have a minimum of history next year and to do some tests on conversion data.

In the past I have always preferred to track conversions via UA and import them into GAds, because this allowed me to simplify account management, without losing too many conversions along the way.

After a few months of testing I can now say that tracking via Google Analytics 4 is more accurate than that in UA, especially if Google Signals is enabled (Administration > Properties > Data setup > Data collection ), even if latency times are longer (with UA we were almost at real time, while in GA4 it still takes 24/48h for the conversion data to appear in the reports).

Another important point to check in the coming months will be to understand if importing goals from GA4+Signals will imply a loss of data compared to GAds enhanced conversions, given the different attribution models of the two platforms. For this reason, in accounts with few conversions where is essential not to loose any of them, I recommend to trace the main goals within GAds (with enhanced conversions, if possible) and use GA4 only for the secondary ones and to verify/confirm data collected.

Regardless, I thought it would be helpful to update the infographic made at the time for UA to clarify what should be tracked in GA4 to import it into GAds and how to do it effectively, also thanks to Google Tag Manager (which often simplifies operations a lot).

Here the link to download infographic in PDF format. Enjoy :-).

The next important step will be the transition to server-side tracking , for which there is still some time, especially after the announcement of the end of cookies era in Chrome postponed to the second half of 2024 (instead of 2023). Anyway, even today tracking of Apple devices (and not only) has become more inaccurate and therefore, having to get your hands on it within a year, it would be useful to think about it right away.

What about you? How do you manage your conversion tracking? Have you already checked differences between server-side, GA4+signals, GAds advanced conversions and UA?

I would love if you post your reply about this in comments 🙂

The top 10 international Pay Per Click Industry News from July 1 to 22, 2022, commented live by Gianpaolo Lorusso, the founder of ADworld Experience.

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

#1 The best post on PMax optimization read untill now
Jyll Saskin Gales (Wordstream) shared 10 very useful tips on how to optimize Performance Max campaigns
https://www.wordstream.com/blog/ws/2022/07/05/performance-max-tips

#2 Google launched interesting new functions in video asset storage/edit
The global release of Ads Creative Studio came along with some new interesting functions
https://searchengineland.com/google-launched-three-new-ad-creation-tools-386626

#3 One click migration from SS to PMax or new campaigns?
Kirk Williams shared some very useful considerations to have a smooth passage from Smart Shopping to Performance Max
https://zatomarketing.com/blog/how-to-one-click-performance-max-migration-from-smart-shopping-campaigns

#4 Mini-guide to TikTok Ads
Nice global mini-guide to leverage TikTok advertising potential
https://www.socialmediaexaminer.com/tiktok-ad-strategy-the-easy-way/

#5 TikTok vs Instagram Reel Ads
An interesting case study comparison (actually the second test done with some variations)
https://www.creatopy.com/blog/tiktok-ads-instagram-reels-ads-2/

#6 Why protecting your brand in GAds is a good thing even if you are ranking #1
Antony Tedesco shares an in-depth post analyzing all pros (and the few cons) of branding campaigns in GAds/Microsoft
https://searchengineland.com/why-invest-branded-keywords-386220

#7 Google Ads benchmark report Q2 2022 main trends
Karooya shared some key findings deducted from Tinuiti’s benchmark report for Q2 2022
https://www.karooya.com/blog/tinuiti-google-ads-benchmark-report-highlights-q2-2022/

#7 Making Twitter Ads in 2022
Anna Sonnenberg (SME) posted an interesting compendium of Twitter Ads best practices
https://www.socialmediaexaminer.com/how-to-run-twitter-ads-in-2022/

#9 Netflix chooses Microsoft Ads
The giant of the CTV global panorama choose Microsoft to serve ads in its ad-supported subscriptions
https://www.tubefilter.com/2022/07/13/netflix-microsoft-ad-supported-streaming-service/

#10 New features coming to Google Performance Max ads
Google released Optimization Score, seasonality adjustments and data exclusions for PMax campaigns

EXTRA BONUS
Social Media advertising in 2022 (costs, types, tips and top channels)
https://www.wordstream.com/blog/ws/2022/07/18/social-media-advertising



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The top 10 international Pay Per Click Industry News from June 3 to July 1, 2022, commented live by Gianpaolo Lorusso, the founder of ADworld Experience.

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

#1 Bye Bye ETA – welcome RSA (& how to optimize them)
On June 30 Extended Text Ads were retired. Here are 2 very good posts on how to test & optimize Responsive Search Ads.
https://searchengineland.com/google-responsive-search-ads-improve-conversion-rates-385688
https://www.searchenginejournal.com/how-to-optimize-google-responsive-search-ads-rsas/455057/

#2 3 Google Shopping title options you probably do not know
Kirk Williams (Zato Marketing) explains some options for titling you can give to Google
https://zatomarketing.com/blog/know-your-google-shopping-title-options-things-you-didnt-know

#3 TikTok Ads on the rise among SMBs
A new report evidences how this social is gaining traction among Small & Medium Enterprises
https://www.socialmediatoday.com/news/new-report-highlights-tiktoks-rising-value-as-a-promotional-option-for-smb/625690/

#4 Is Broad Match + Smart Bidding the new Black?
Michelle Morgan explains why this methodology might not suit all accounts/campaigns
https://www.wordstream.com/blog/ws/2022/06/06/broad-match-smart-bidding

#5 GA4 admin settings you don’t want to overlook
Michelle Noonan (Seer Interactive) shared a post highlighting a couple of important settings to consider in Google Analytics 4
https://www.seerinteractive.com/blog/ga4-admin-settings/

#6 Smart bidding & Portfolio strategies
Andrew Lolk shared an interesting post explaining how they use smart bidding in Savvy Revenue
https://savvyrevenue.com/blog/smart-bidding/

#7 Automatic in-market custom audiences in PMax campaigns
Cory Lindholm noticed an interesting feature of Performance Max, that could be helpful to spot warm audiences
https://www.linkedin.com/feed/update/urn:li:activity:6935228067556577280/

#7 Linkedin will launch their own account manager
Finally also LIAds will have a sort of account manager (Business Manager)
https://www.linkedin.com/pulse/making-easier-you-manage-your-accounts-pages-people-gyanda-sachdeva/

#9 How to search for competitors’ campaigns in Linkedin Ads
Nice post on how to track and monitor LIAds campaigns by your competitors
https://www.socialmediaexaminer.com/linkedin-ads-how-to-research-competitors-campaigns/

#10 When to use Optimized Targeting
Elizabeth Sarro (Cypress North) explains how (not) to use Optimized targeting 🙂
https://www.practicalecommerce.com/use-experiments-to-test-google-ads

EXTRA BONUSES
GAds experients – https://www.practicalecommerce.com/use-experiments-to-test-google-ads
Twitter’s campaign planner – https://searchengineland.com/twitter-launches-campaign-planner-385990
adwexp 2022 program – ADworld Experience 2022 program is online



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The next ADworld Experience program is online. The event will take place, as scheduled, on October 6 and 7, 2022, live in Bologna (Italy) and via online streaming.

As always the program is focused on advanced seminars in Google Ads, Facebook Ads, LinkedinAds, Analytics and Conversion Rate Optimization on the first day (10/6/22) and on real actionable cases of campaigns in all these platforms on the second day (10/7/22).

All the speakers will be live in Bologna and in this edition also the Italian session will be translated in real time to English to give a more comprehensive experience to all participants.

The international session will be moderated by Lisa Raehsler (one of the most experienced US PPC specialists on the market), the Italian one will be moderated by Valerio Celletti (reconfirmed from 2021 & certainly one of the best known and most experienced Italian GAds specialists).

The first day of the event (Thursday October 6) there will be 1.5h advanced seminars with: Lisa Raehsler (GAds video & amp; images), Poppy Mace (LIAds), Jeff Sauer (GA4), Federica Brancale (ads CRO), Fiona Bradley ( IGAds), Matteo Zambon (conversion tracking), Luca Orlandini (LP optimization), Paolino Virciglio (FBAds audit), Alessandro Frangioni (Scaling tool for FBAds), while a speaker yet to be defined will explain the operation of Google 360 Search Ads and Display & Video.

We will then have Google Ads and Facebook Ads Live Clinics, two sessions dedicated entirely to analysis & optimization comments of real accounts, proposed by participants, made by the speakers of the day + some experts from our PPC Panel of Jedi Knights.

On the second day (Friday October 7) all the speakers of the first day will present real PPC case studies of 30 minutes each plus: Kristine Sergejeva (LIAds), Andrea Tonetti (FBAds), Greg Holland (YT ads) , Anu Adegbola (GAds with Marin Software), Emanuele Maragno (FBAds), Giuseppe Ruocco (GAds), Diana Mutter (GAds), Luca Bove & Gabriele Contilli (Local PMax), Alessandro Frangioni (FBAds), Raffaele Girace (GAds), Sante Occhiuzzi (headless e-commerce), Tommaso Galli (GAds), Marco Battaglia (FBAds), Alberto Boccia (GAds), Francesco Gavello (GAds adult sector), Marta Valenti & Lorenzo Foschini (Non Profit FBAds), Federico Utzeri & Gabriele Franco (multi platform).

There will be few other speakers to be confirmed, but for sure in this lineup we do not miss anything…

The buffet area capacity will still be reduced to 50% for covid restrictions and therefore available places left for joining in person in Bologna are very few (and their price will very soon skyrocket!). Time to act is now. Have you already registered?

See all the options to join ADworld Experience

The top 10 international Pay Per Click Industry News from May 20 to June 3, 2022, commented live by Gianpaolo Lorusso, the founder of ADworld Experience.

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

#1 Top recaps from Google Marketing Live 2022
I’ve selected what seem to me the best recaps on GML event
https://support.google.com/google-ads/answer/12172007 (official one from Google)
https://searchengineland.com/google-marketing-live-2022-recap-385367
https://www.brainlabsdigital.com/blog/more-automation-more-insights-google-marketing-live-2022/

#2 What is Dynamic Prospecting and how it works in SS and PMax Campaigns
Kirk Williams shared very interesting information on how Google Ads matches products to show to users in Smart Shopping and Performance max campaigns
https://zatomarketing.com/blog/keyword-match-type-segmentation-is-dead

#3 Bye-Bye Smart Display
Starting from August 1 2022 Google Ads will merge smart and standard display campaigns (with optimized targeting set as default for new ones)
https://support.google.com/google-ads/thread/164326647

#4 LinkedinAds segmentation strategy
Erik Jones (B2Linked) shared the structuring criteria they use to build LI campaigns
https://b2linked.com/blog/audience-segmentation-strategy/

#5 PMax secret to success (w/ some real numbers)
Pauline Jakober shared some interesting considerations (& data about real campaigns) on how PMax are interacting with other campaigns
https://grouptwentyseven.com/performance-max-campaigns-go-beyond-the-keyword/

#6 Linkedin shares new in-mail best practices
New LinkedInAds data about what in-mail messages features tend to get the best performance
https://www.linkedin.com/business/talent/blog/talent-strategy/these-inmails-get-best-response-rates

#7 Google will limit ads visibility for “under review” keywords
Starting from June 2022 (and for the following 2 months) Google will limit the ability to trigger ads for keywords marked as under review
https://support.google.com/adspolicy/answer/12213499

#7 How to do conversion adjustments in Google Ads
Frederick Vallaeys shared an interesting real life application to a retailer with high return rates
https://www.optmyzr.com/blog/conversion-value-adjustments-in-google-ads/

#9 TikTok Spark ads real case
Hootsuite shared data from a real campaign experiment with this ad format
https://blog.hootsuite.com/experiment-spark-ads/

#10 Tik Tok Collection Ads mini-guide
Tara Johnson (Tinuiti) shared a nice recap of all best practices for this TikTok ad format
https://tinuiti.com/blog/paid-social/tiktok-collection-ads/



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The top 10 international Pay Per Click Industry News from May 6 to 20, 2022, commented live by Gianpaolo Lorusso, the founder of ADworld Experience.

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

#1 Keyword Match Type Segmentation is (Finally) Dead
Kirk Williams (who used to be a big fan of this technique) has finally recognized that this is not any longer a best practice
https://zatomarketing.com/blog/keyword-match-type-segmentation-is-dead

#2 Is RSA Ad Strenght impacting distribution?
Fred Vallaeys believes not (using benchmark data from Optmyzr)
https://www.optmyzr.com/blog/ad-strength-responsive-search-ads/

#3 Google launches the new Ads Scripts facility
Released the new “Google Ads Script Experience” with new functionalities and better validation process
https://support.google.com/google-ads/answer/12134022

#4 Sneak Peek of new Ad features
Google is giving some anticipations of what will be probably shown in details during Google Marketing Live on May 24 (improvements to Responsive Display Ads, ML and ad creation process)
https://www.searchenginejournal.com/google-shares-sneak-peek-at-new-advertising-features/449222/

#5 2022 Search Advertising Benchmarks for every industry
WordStream released their annual study with CTR, CPC, CR, CPA and other important PPC metrics across different industries
https://www.wordstream.com/blog/ws/2022/05/18/search-advertising-benchmarks

#6 What are LinkedinAds super job titles?
Job titles are a free text field in Linkedin. That’s why the platform is not so good at understanding them. How to minimize the problem in ads targeting.
https://b2linked.com/blog/what-are-linkedin-ads-super-titles/

#7 How to create GA4 Landing Page reports
Krista Seiden shared a way to easily create personalized report for single landing pages
https://searchengineland.com/make-ga4-landing-page-report-385133

#7 Google will allow much control on how ads are personalized
They are working on a tool to allow users to change search, YT and Discovery feeds ads settings
https://techcrunch.com/2022/05/11/google-will-allow-users-control-how-ads-are-personalized-on-search-youtube-and-elsewhere-with-new-tool/

#9 Social Media Marketing Industry Report
In this report you will find how the global Social Media landscape has evolved in 2022
https://www.socialmediaexaminer.com/social-media-marketing-industry-report-2022/

#10 7 Ad copy tests to increase PPC performance
Jan Clark shared some interesting studies to better understand what can work best in Search Ads copywriting
https://www.searchenginejournal.com/ppc-ad-copy-tests/208054/



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