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Weekly News Roundup (09-20 August): PPC

Weekly Roundup

Hello and welcome back to the weekly news roundup! Yes, yes, we know we missed a week, but it’s only because there was so much going on in the world of pay per click. Our talented PPC team has been diligently researching the latest PPC trends and have left no stone unturned (we’re not joking – the Passion office is a mess).

We’re terribly sorry for leaving you in the lurch but believe us when we say it’s worth the wait (absence makes the heart grow fonder and all that). From internet safety initiatives for children (about time, isn’t it?!) to Ads Editor updates galore, the PPC team is here to fill you in.

1. Crypto is King

Cryptocurrencies have been around since the launch of Bitcoin in 2009, but over the last few years the market has seen significant growth, much of which was accelerated by COVID-19.

Following a big boom back in 2018, Google actually banned ads in this category, although this didn’t stop all promotions. Google has had to deal with several lawsuits due to users running cryptocurrency scams across their networks – and yes, those scams typically involve Bitcoin.

As of this month, Google has implemented a new policy that enables users to once again run crypto ads. But, as with all finance-related ads, they must meet some strict requirements before they are approved, such as being registered with the Financial Crimes Enforcement Network as a “money services business…with at least one state as a money transmitter, or a federal or state-chartered bank entity.” With great power comes great responsibility, eh?

‘Cryptocurrency’ currently has an average monthly search volume of 201,000, which provides a huge opportunity for advertisers. It won’t be easy to get your ads verified but it’s important for Google to maintain its reputation and ensure past outcomes (*cough* scams) are not repeated.

Naturally, Google will benefit significantly from this and no doubt will have accelerated the need for a dedicated policy and user verification.

2. Updates on Updates on Updates for Ads Editor

As their offering is always changing, Google regularly updates their Ads Editor software. This offline tool is every PPC specialist’s dream as it allows easier changes and makes large scale amendments infinitely more efficient. This month, there has been a plethora of new changes, which follow recent updates to their core platform.

  • Downloading accounts – In the past, users have had to download or get updates from entire accounts before they were able to make changes in Editor. However, Google has now released a feature where you can select only certain aspects of an account (keywords, ad copy, extensions, etc.), which will speed up download times exponentially. Yay!
  • Lead form extensions – Google has been pushing their lead extensions and building on their first release since 2019. As more and more companies embrace lead forms within their display ads, Google has finally enabled us to manage this within the Editor platform too.
  • YouTube audio ads – This is another case of Google catching Editor up with their traditional interface. YouTube audio ads were released last year and, as expected, the Editor platform has now been updated to incorporate them into the workflow.
  • Hotel ads – Similarly to location extensions, hotel ads can be feed-led through Google My Business. They have been around for a few years now but as more people begin to use them, Google has decided now is the perfect time to include them in Editor – and we can’t say we disagree.

Downloading accounts is now this futuristic thanks to the latest updates – we feel like we’re in 3021

3. Internet Safety Initiatives

Google has announced several safeguarding measures that will take place over the coming weeks.

Firstly, a new policy has been introduced that will allow users to request photos of themselves be removed from Google Images if they have been picked up from sources such as social media sites. Google has also announced location history for all users under 18 will be turned off by default soon.

Ads on YouTube will be changing for those under 18 as well, removing the option to target children based on age, gender or interests and becoming more transparent when a video contains paid promotions. Uploads from teens will automatically be put on the most private setting, adding a further safety net as to who can view the content.

These changes will provide a challenge for certain industries, such as those in the toy and games sector. It will be interesting to see how they will handle this and whether individuals over 18 will now start to see more advertisements from these companies.

Overall, these are steps in the right direction and can only give parents reassurance that large companies are making headway into children’s internet safety.

See? We told you it was worth it. Thanks again for tuning into the PPC trends edition of our weekly news round up. Next week (and we promise it will be just a week this time!), you’ll hear from our worldly Web team. In the meantime, why not flick through some of our past weekly roundups or give us a bell if you need some digital marketing assistance, PPC-centric or otherwise?