Weekly News Roundup (4 – 8 October): PPC

Weekly Roundup

It’s that time again! Our PPC team has been kind enough to share their insights into everything Google, ad budgets, search terms and more for this edition of Passion’s Weekly News Roundup. We hope you’re just as excited as us!

1. Google Ads – New Budget Report

Managing budgets is key to any marketing campaign and making sure you’re working to that budget as effectively as possible is very important. Within Facebook, you can set your budget at the start of your campaign and FB will ensure you don’t go over that amount. But Google doesn’t work like this. Instead, you set daily budgets. This means it’s not always immediately clear how much you’ll spend over your campaign period.

With Google Ads’ new budget report, you can visualise your monthly budgets and understand what you are forecast to spend. The new report highlights:

  • your daily spend, which might be up to twice your average daily budget on the days when your ad is more likely to get clicks and conversions
  • your campaign’s monthly spending limit; you won’t be charged more than your average daily budget times the average number of days in a month
  • your monthly spend forecast, cost to date, and any budget changes you may have made in between

 

2) Search Term Improvements

When Google started restricting search terms last year, it was safe to say it didn’t go down well in the community. Now, to make peace, Google announced some improvements to the search term reports.

Previously we were only able to see ‘popular’ queries (e.g. searches by a significant number of users) which generated clicks. However, since 9 September we have been able to see high-volume search terms that landed an impression, regardless of whether or not they generated a click.

Why does this matter? From a negative keyword perspective this can make a big difference. We have our visibility back into where our ads are appearing and, more importantly, where we don’t want them to, allowing us to build negative keyword lists before money is spent.

But c’mon, this is Google and they don’t let us off this easily. Right now, we can see all terms, regardless of volume, but this’ll change in a few months. From February 2022, we’ll only be able to see historical search terms with high enough volume. Although search terms from years ago may not be relevant, it may be worth keeping an archive of these for future builds before this date.

3) Data-Driven Attribution to Become the Default in Google Ads

Privacy is a big deal and Google is continuing to step up their efforts in moving towards a privacy-focused search experience for its users.

Fortunately, Google is also making some changes for its advertisers.
At the end of September Google announced the adjustment to a default attribution model (from Last-Click to Data-Driven). In addition to this they are also removing any requirements for access to this model. This means all accounts, even small ones, will be able to utilise a Data-Driven Attribution Model (DDA).

What is Data Driven Attribution?

Google defines this as a model that “gives credit for conversion based on how people engage with your various ads and decide to become your customers.”

Why is this happening?

Summarised well by the below tweet from @adsliaison, DDA will give advertisers more visibility of value of activity by assigning value at each path rather than the ‘all or nothing with Last-Click’. The more data the better, and more data means better information about the bid strategies (according to Google).

 

DDA has always been available to those who meet the requirement, however becoming ‘default’ will certainly help the smaller advertisers.

When is this happening?

Starting right now! This is being rolled out across accounts as we type this. It may take a few months, but we expect by the new year all accounts will have the DDA model by default.

PPC can be complex at the best of times, so we’re lucky to have such an incredible team that understands it and can figure out any problems! If you’d like to learn more about what the Passion PPC team can do for you, give us a call! Next week, our Web team is taking over the Weekly Roundup to share their latest trends.