What’s New and What It Means for Your Business
October has brought some exciting updates in the world of PPC (Pay-Per-Click) advertising. Whether you’re new to paid search or already running campaigns, these changes could affect how you plan and manage your ads. Here’s a breakdown of what happened this month and why it matters for your business:
1. Performance Max Gets a Boost with New Features
What’s New? Google has added new controls to Performance Max campaigns, including the ability to use negative keywords at the account level and better tools for optimising your video ad assets.
What This Means for You: If you’ve been using Performance Max, these new features give you more control. Negative keywords help you block irrelevant searches, so you’re not wasting money on clicks that don’t matter to your business. With the updates, you can fine-tune your targeting and make sure your ad budget is being spent wisely.
2. Audience Targeting Just Got Smarter
What’s New? Google’s Audience Builder now allows for more detailed targeting, letting you combine several audience types, like your customer data with Google’s in-market audiences. You can get super specific with who sees your ads.
What This Means for You: This update means you can be much more precise with your audience targeting. Instead of casting a wide net, you can focus on people who are most likely to convert, helping you get more value from your PPC spend. It’s especially useful if you want to mix your own customer data with Google’s audience insights to find the perfect match.
3. No Rush on the End of Third-Party Cookies
What’s New? Google has been talking about getting rid of third-party cookies for a while, but now they’ve hinted that the 2024 phase-out date might be delayed as they work out the details of their Privacy Sandbox.
What This Means for You: If you’re worried about losing third-party cookies for retargeting and audience targeting, this gives you more time to prepare. But don’t wait too long! Now’s the perfect time to start looking into alternative strategies, like building up your first-party data or trying out contextual targeting. That way, when the time comes, you’ll be ready. If you want to be ahead of the game – get in contact today for a free consultation.
4. New Ad Extensions: Images and Lead Forms
What’s New? Google has added image and lead form extensions to search ads. Image extensions let you add visuals to your ads, and lead form extensions make it easy for people to fill out forms directly from your ad without having to visit your website.
What This Means for You: If your goal is to generate leads, these new extensions are worth trying. Lead form extensions can help reduce the steps needed for someone to contact you, meaning you could see an increase in conversions. Image extensions are also great for making your ads stand out visually, which can help grab attention in a competitive space.
5. Smarter Bidding with New Seasonality Adjustments
What’s New? Google’s Smart Bidding now includes new tools like seasonality adjustments and value rules. These let you fine-tune your bidding strategies based on upcoming events (like sales or holidays) or specific audience factors like location.
What This Means for You: If your business sees spikes during certain times of the year (hello, Black Friday!), this update helps you prepare. You can adjust your bids during key moments to ensure you’re spending your budget where it counts the most. Value rules also let you prioritise high-value customers, so you’re not just driving clicks, but driving the right kind of clicks.
The Verdict
October brought some important updates to the PPC landscape that can help you run more efficient and effective campaigns. If you’re curious about how these changes can impact your PPC strategy, or if you want to explore these new features for your business, feel free to get in touch—we’re happy to help!
