Google Ads news
New Custom search terms
Anas Siddiqui found this new custom search terms section in video ads.
New Pmax features
Google has announced new ways to optimize your Performance Max campaigns:
1. Tailor campaigns towards acquiring and retaining high-value customers with new customer lifecycle goals.
2. Utilize account-level IP exclusions to filter out irrelevant traffic and focus on reaching relevant audiences.
3. Experiment in real-time within a single campaign to test optimization strategies, starting with Final URL expansion.
4. Gain insights into audience demographics, including age and gender, to better understand and target your audience.
5. Use budget pacing insights to track and optimize campaign spending in real-time, identifying areas for strategic budget adjustments.
Example of demographic insights by Brent Neale
Google has announced the April 2024 update to the Display & Video 360 API.
This update includes:
Support for additional key performance indicator (KPI) types.
Targeting support for new AppPlatform and Exchange values.
The addition of a new YouTube & Partners bidding strategy type.
Limited Ad Serving
Natasha Kaurra found this new Limited ad-serving notification!
Pause low-activity keywords
Jon-Paul LaFerriere just sent me this message that Google Ads will automatically pause low-activity keywords.
Luckily for us, it is only after a keyword gets 0 impressions in 13 months. This should make your account cleaner.
Hopefully, they don’t make the timeframe shorter.
Changes Surcharge
Thomas Eccel found out that Google has changed the surcharge for Italy, Spain, and Turkey!
New submenus?
Thomas Eccel found these new submenus!
Also, it looks like he is using the new Google Ads design 😲 .
Swiss users consent July 31
I just got this message from Zeeshan Ali that Google has just sent a message out that from July 31, 2024, advertisers will be required to obtain
Swiss users consent to the use of cookies or local storage, where legally required; and for the collection, sharing, and use of personal data used for ads personalization.
This is the existing requirement for European Economic Area (EEA) and UK users, and nothing is changing about our requirements for these locations.
I think that if you are using a CMP like Cookiebot this country will just be added to the EEA and UK area.
If you for any reason still have not implemented consent mode react with consent and I will send you the video.
Google Ads exam restrictions
Natasha Kaurra found out that Google has removed the strict restriction to take Google exams! Trevor Dewan found out that for other exams, Google still has more strict restrictions.
Privacy & messaging updates
The latest update to Google’s Privacy & messaging user message involves changes to consent revocability, reflecting the advertising industry’s ongoing adaptation to privacy expectations across Europe.
In this update, Google has removed references to privacy policies as a place to withdraw consent and clarified that the consent revocation link at the bottom of the page should now read “Privacy and cookie settings.”
Google has made this change to ensure consistent transparency and user control over their data.
Despite this update, website owners can still include a consent revocation link on their data, cookie, or privacy policy pages if they prefer.
Google AdSense also automatically adds a required European regulations message revocation link to sites where European regulations messages are displayed.
Locations Smart campaigns
Tejas Tank just sent me this picture that shows a new section in the Google Smart campaigns.
Mother’s Day gifts
Georgi Zayakov just sent me a message that Google has launched a new shopping experience to help users find Mother’s Day gifts easily. Purpose:
This new shopping feature helps you find the perfect Mother’s Day gift from Google’s vast database of product listings, letting you browse and compare prices across various retailers.
How to Use:
You can start by searching “Mother’s day gift ideas” or “shop Mother’s day gifts” on Google.
Gift Inspiration: The experience provides a wide range of gift ideas, including popular items like jewelry, vinyl record players, sleep trackers, compression socks, and bonsai trees.
Jewelry is particularly popular, with search interest in “Mother’s day jewelry” up 3,250% in the U.S. in the past month.
Where to Find It: You can access this new shopping experience by searching specific terms or visiting shopping.google.com/deals.
It’s designed to make gift shopping easier and more convenient for any occasion.
Inappropriate content policy
In May 2024, the Google Ads Inappropriate content policy will be updated to prohibit promoting synthetic content that has been altered or generated to be sexually explicit or contain nudity.
Google will begin enforcing the policy update on May 30, 2024.
Google Ads API Resource Usage Policy Update
Google is updating the Google Ads API resource usage policy to throttle GoogleAdsService.Search and GoogleAdsService.SearchStream query patterns that consume excessive amounts of API resources.
Google Shopping Ads policy update
Google shopping ads will no longer allow:
Promotion of services that generate, distribute, or store synthetic sexually explicit content or synthetic content containing nudity.
This includes services that create “deepfakes” and other manipulated imagery.- Ads for content that provides instructions on the creation of synthetic sexually explicit content or synthetic content with nudity.
Pmax for Marketplaces
Dario Zannoni found this documentation about Google Performance Max for Marketplaces.
This campaign type is a specific type of Performance Max (Pmax) campaign that connects directly to a Marketplace system, allowing sellers to advertise only their own products.
Here’s a summary of what it involves:
– No Website or Merchant Center Required: Sellers don’t need their own website or Merchant Center account. All sales and product management occur in the Marketplace itself.
– Setup: The initial setup involves linking the Marketplace seller account to the Google Ads account via a connection request.
– Final URL expansion is not available, ensuring that only the seller’s products are advertised.
– Video assets are not available (at least for now).
– Conversion Tracking: This is handled by the Marketplace, which sends conversion data to Google. Only sales from the specific seller’s products are reported and optimized.
For more information check his post.
Generated AI CEE Region
Miroslav Chutňák found out that Generated AI is now available in the CEE Region!
Looker Studio update
You can now add a title directly to a chart in Looker Studio!
AI Essentials section
Maximilian vom Eyser found out that Google Ads now has a dedicated AI Essentials section.
Process of appealing suspension
Hana Kobzová found out that the process for appealing suspension has been changed!
Google Tag setup instructions
Thomas Eccel found out that once you launch a new campaign, and you have Conversion Tracking in place.
Google will direct you to the Google Tag setup with instructions.
Salesforce direct offline event data import
Thomas Eccel found out that Google has released the Salesforce direct offline event data import.
Belgium Online Pharmacies
Emmanuel Flossie found out that in May. Google will enable online pharmacies in Belgium to promote the sale of approved non-prescription (over-the-counter) drugs.
To promote these offers, online pharmacies must be registered with the Federal Agency for Medicines and Health Products and certified by Google.
Centralizing Streaming Ad purchases
Google is promoting new strategies for advertisers to reach audiences on streaming platforms.
During the IAB NewFronts event in New York City, Google announced its plan to centralize streaming ad purchases through its demand-side platform, Display & Video 360 (DV360), traditionally focused on web advertising.
The key point: With the increasing fragmentation of streaming audiences across various platforms, advertisers need a unified solution to reach their target demographic.
Google aims to offer this through DV360, enabling advertisers to manage video campaigns more efficiently. Google’s approach involves “rethinking programmatic TV” by centralizing streaming ad buys on DV360, a platform that can integrate various fragmented streaming sources. According to Google, DV360 can reach 92% of connected TV households in the U.S. A case study with SAP demonstrated DV360’s capability by reaching 29 million unique viewers, with 5.6 million incremental viewers.
Google’s strategy relies heavily on YouTube’s vast audience, using it to drive ad sales across streaming TV, and partnering with third-party sources like Disney for additional streaming inventory.
DV360 is also introducing new measurement tools, such as cross-device conversion reporting for connected TV campaigns.
Google Maps Search Ads
Thomas Eccel found out that the Google Maps Search Ads are now also live in Europe.
These Ads will lead to your GBP.
Updates Google Ads Setting sheets
I made some big updates again to my Google Ads Setting template:
- Added a new tip B184
- Added a new tip B185
- Alternative way to Install Cookiebot (without GTM)
- Added a new video on How to debug your server-side container & check your conversions
- How to install Ads conversions server-side
- Added a demand gen implementation guide
- How to implement a script
- Added a new tip B186
- Added a new tip B187
- Added a new how-to-install a timer video
- Added a new How to measure visibility elements
For more information check my template.
User IDs import
Bart van de Kamp & 🛰️ Yoann FERRAND found out that Google will introduce a feature that allows direct connection to Google Sheets to maintain ad audiences based on user IDs. This feature should go live in Q2.