Join us as we discuss the top news and trends from the PPC industry. This month is packed with lots of AI updates from Google, Reddit & Amazon & Google is up to it's usual antics of hiding crucial data!

This month’s major updates from Google Ads

Google has rolled out several significant updates to Performance Max, aimed at providing advertisers with deeper insights and more efficient tools for optimising their campaigns. These updates focus on improving the reporting and management of creative assets, allowing advertisers to fine-tune their strategies for better results.

Key updates:

  • Creative reporting improvements: Advertisers can now access conversion metrics for individual assets, such as headlines and images. Performance Max now provides specific recommendations to improve underperforming assets.
  • Streamlined performance insights: Insights, explanations, and recommendations are consolidated into a single dashboard, eliminating the need to navigate multiple reports to evaluate campaign performance.
  • Target pacing insights: Advertisers can monitor whether campaigns are meeting their CPA (cost per acquisition) and ROAS (return on ad spend) targets. This tool identifies factors contributing to underperformance, such as budget constraints or market fluctuations.
  • Impression share reporting: Enables advertisers to track how text and Shopping ads perform in search results, offering clearer visibility into competition and assisting in strategy refinement based on real-time search data.
  • Omnichannel bidding in Demand Gen campaigns: Another significant update is the introduction of omnichannel bidding in Demand Gen campaigns, enabling advertisers to optimise for both online and in-store conversions. This feature is expected to exit beta soon.
  • Demand Gen campaigns in Display & Video 360: Beginning in October, Demand Gen campaigns will be supported in Display & Video 360, providing greater flexibility for media buyers and streamlining cross-platform advertising.

Asset reporting is set to be available by the end of the month, with the other updates already accessible. These tools will allow advertisers to maximise their ad potential and maintain competitiveness in the market.

Google is also introducing campaign-level negative keywords for Performance Max campaigns, a highly anticipated feature that will enable advertisers to exercise greater control over ad targeting. This update, scheduled for rollout by the end of 2024, will facilitate brands in excluding unwanted search queries and aligning their ads more effectively with target audiences.

Bottom Line: These updates signal a shift toward giving advertisers more control over their campaigns, combined with AI-driven tools to maximise ROI. This could indicate the beginning of even greater customisation options within Google's ad ecosystem.

Google’s hidden search data: what advertisers need to know

Google is concealing a significant portion of search term data from advertisers—on average, about 40%—which impacts campaign performance and spend optimisation. By limiting access to search term data, Google prevents advertisers from fully grasping where their funds are going, potentially leading to inefficient ad targeting.

Recent analysis indicates wide discrepancies in hidden search term data across keywords, with up to 85% of spend on some keywords concealed. Exact match keywords show significantly lower hidden data (around 13%), while phrase match keywords can have nearly 50% of their search term data missing.

Google states that they only provide search term data for queries generating significant activity. However, many argue that privacy concerns do not justify this exclusion, as advertisers receive anonymised data.

The underlying reason for this data obfuscation likely stems from a desire to boost revenue. By withholding search term data, advertisers may unknowingly spend on low-quality queries, hindering informed decisions that could reduce wasteful expenditure.

To mitigate the impact of hidden search data, advertisers can:

  • Use exact match keywords: This approach reduces hidden search data, providing better control over spend and higher-quality traffic.
  • Analyse search term reports: Regularly review search terms to identify where hidden spend is occurring, and adjust campaigns accordingly.
  • Run experiments: Test campaigns by pausing keywords with high hidden data or switching to exact match-only setups to evaluate potential improvements without significantly reducing volume.

Google ads phasing out Enhanced CPC

Google Ads is set to phase out Enhanced CPC (eCPC) for new Search and Display campaigns starting in October 2024, with a complete transition to Manual CPC by March 2025.

eCPC allowed advertisers to experiment with automated bidding while retaining control, making it beginner-friendly. With its removal, advertisers will need to adopt more advanced strategies like Maximise Conversions or Maximise Conversion Value (with optional target CPA or ROAS).

What to Do:

  • Test automated bidding: If you haven’t yet, now is the time to explore which fully automated strategies best fit your campaigns before eCPC is deprecated.
  • Prepare for machine learning: This shift signals Google’s growing reliance on AI-driven automation in ad bidding, indicating more automated strategies may be forthcoming.

Google’s focus on machine learning represents a broader trend towards more sophisticated tools designed to optimise ad performance with minimal manual oversight.

TikTok launches search ads campaign feature in the U.S.

TikTok has officially introduced its Search Ads Campaign feature in the U.S., enabling advertisers to directly target users on its search results page. This development is seen as a direct challenge to Google’s ad business, as TikTok aims to capture more search-driven intent, particularly among younger audiences.

Internal data reveals that over 57% of TikTok users utilise the app’s search feature. TikTok’s ascent as a search engine, especially among Gen Z, presents a growing opportunity for advertisers.

This move heightens competition with Google, as social media becomes an increasingly popular search tool for younger users.

Key Benefits:

  • Targeting intent: Brands can align ads with specific search behaviours, capturing users at critical moments of discovery and intent.
  • Boosted conversions: Early tests indicate that combining TikTok’s Search Ads with In-Feed Ads increases conversions by 20%, providing a powerful tool for brands aiming to maximise their ad reach.

TikTok’s evolving search capabilities present advertisers with new opportunities to engage active, search-driven users. However, with the potential U.S. ban on TikTok expected in January 2025, the longevity of this new feature remains uncertain.

Tiktoksearch image

Study reveals no one-size-fits-all bidding strategy in Google Ads

A recent study by Optmyzr indicates that there is no single ‘best’ Google Ads bidding strategy, as success hinges on execution, conversion data accuracy, and continuous testing.

Here are the key takeaways from the study:

  • Maximise Conversion Value: This strategy consistently delivers better Return on Ad Spend (ROAS) and improved overall performance when compared to other methods.
  • Target CPA and Target ROAS: These strategies can yield positive results, but their effectiveness heavily relies on having accurate conversion data. Without reliable tracking, their performance may diminish.
  • Manual CPC: In certain situations, manual bidding can outperform automated strategies, particularly when advertisers have a solid understanding of their campaigns and target audience.

This study highlights the importance of continuous testing, data accuracy and not falling into the ‘one-size-fits-all’ approach to paid ads.

This month's major updates from Reddit and Amazon Ads

As the digital advertising landscape grows, both Reddit and Amazon have introduced innovative AI-powered tools designed to support advertisers, especially small businesses. These updates aim to increase efficiency in ad creation, enabling brands to connect better with their target audiences.

Reddit's new AI tools

Reddit has unveiled new features within its Ads Manager aimed at empowering businesses to improve their advertising efforts. These tools include:

  • Ads inspiration library: A carefully curated collection of high-performing Reddit ads, showcasing best practices identified through AI analysis.
  • AI copywriter (Beta): Generates tailored ad copy based on user inputs and proven best practices that resonate with Reddit's unique community.
  • Image auto-cropper: Automatically adjusts images to fit Reddit’s recommended display ratios, ensuring optimal presentation for ads.

Performance insights:

  • Ads featuring ‘Redditisms’ can achieve a 70% reduction in 28-day view Cost Per Acquisition (CPA).
  • Mentioning specific Reddit communities can increase Ad Awareness by 1.3 times.

These advancements reflect Reddit's commitment to providing next-generation ad solutions, facilitating success for small businesses amid growing competition from other social media platforms.

Redditlibrary image

Amazon ads introduces AI tools

Amazon Ads has launched two new AI-powered tools, Video Generator and Live Image, designed to streamline video and animated content creation for advertisers.

  • Video Generator: Quickly creates custom video content using just a single product image, enabling brands to produce engaging video ads in minutes.
  • Live Image: Allows brands to generate short, animated images for their campaigns rapidly.

With 89% of consumers expressing a desire for more video content from brands in 2024, the demand for high-quality video advertising is increasing. However, many businesses cite time and budget constraints as significant barriers. Amazon's new tools aim to address these challenges, making video production more accessible and efficient for advertisers.

These AI capabilities highlight a broader trend in tech companies integrating generative AI into their advertising platforms, facilitating the creation of compelling creative assets.

Thanks for reading! Be sure to check back next month for the latest trends and updates in the world of PPC in November.

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Read the September 2024 edition here
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Meet the author ...

Maddie Crawford

Senior PPC Manager

Maddie has worked in digital marketing since her apprenticeship in 2017 but quickly realised her true passion was in the PPC side of things! Since then she has worked across ...