Category Archives: Advertising

Google Ads annual safety report reveals year-on-year rise in scams and fraud; growth in generative AI enforcement against malicious advertising

Google Ads have released their 2023 Safety Report and it makes for interesting reading. Well, it makes for reading. The tl;dr headline takeaways are all in the areas you’d expect:

Generative AI represents an growing threat to user security

It’s an even more valuable tool in the mega-corp’s enforcement toolkit

Fraud and scams are on the rise

Google’s Limited Ads Serving policy, while still in its infancy, should limit bad actors by reducing the reach of less familiar advertisers

In 2023 Google launched the Ads Transparency Center, “a searchable hub of all ads from verified advertisers, which helps people quickly and easily learn more about the ads they see on Search, YouTube and Display”

A dedicated team has been created to combat deepfakes

They’re also investing heavily in election integrity

This last one, while perhaps not as sexy (to some) as all the AI stuff, is surely the most important of all. This year is set to be the most election-y in history and there is increasing scepticism that the big tech firms are doing their bit to preserve democratic integrity. Google says it is demanding more identity information from advertisers seeking to enter the political space, especially with regards to where the money to pay for them is coming from, and has been taking action action ads that make “demonstrably false election claims.”

2023 in numbers

5.5 billion – ads blocked or removed in total

1 billion – of these for abusing the ad network, which includes promoting malware.

206.5 million – ads blocked or removed for violating Google’s misrepresentation policy

12.7 million – advertiser accounts deleted (twice as many as the previous year)

2.1 billion – publisher pages on which ads were restricted from appearing

395,000 – publisher sites against which Google took “broader site-level enforcement action”

90% – proportion of this action that started with machine learning models, including LLMs

5,000 – new election advertisers verified

7.3 million – election ads removed

This certainly all sounds very impressive and reassuring but what’s missing is much in the way of context.

Is 5.5 billion ads a lot? A billion is a very big number, that’s something on which we can surely all agree, but is it enough, in the scheme of things, for a (part of a) company that generated $237.855 billion in the same year?

The answer to that can be found in the question. As long as advertisers keep advertising, and users keep searching, Google will feel the action its taken is sufficient. In short: vote with your feet. (Except on election day, when you should probably mark your cross with your left or right hand.

The post Google ad safety report 2023: Google blocked 5.5 billion ads last year first appeared on PPC Hero.

Related posts:

Ecommerce Data Benchmark Report 2023 Ensuring Workplace Safety: Occupational Health & Safety Policy DTI-SIM at the Vanguard of School Security and Safety in 2023 Don’t Waste Your Google Ad Spend: How Negative Keyword Lists Can Improve Your Google Ads Campaigns

This update is not merely a technical enhancement but a robust response to the stringent privacy regulations and changing user preferences. With a compliance deadline set for March 2024, it’s crucial for websites utilizing Google services to understand and implement Google Consent Mode V2, ensuring alignment with global data privacy standards.

Understanding Google Consent Mode V2

Google Consent Mode V2 enhances the initial version by introducing refined mechanisms for managing user consents related to cookies and data tracking. Key to this version are the new parameters: ad_user_data and ad_personalization, which join the pre-existing analytics_storage and ad_storage, providing users with greater control over their data. This tool communicates user cookie consent preferences to Google’s suite of services, ensuring data is handled in compliance with privacy laws like GDPR and CCPA.

The integration of these parameters signifies Google’s commitment to bolstering user privacy, offering a consent-based approach to data insights. For businesses, this means navigating a landscape where user consent directly influences data collection strategies.

The Significance of Compliance

The mandatory implementation of Google Consent Mode V2 underscores the importance of adhering to digital advertising and data privacy regulations. Its significance is twofold: it aligns website operations with legal requirements, particularly in the European Economic Area (EEA), and preserves the integrity of user privacy. For website operators, the practical aspect of compliance involves the strategic implementation of consent mechanisms that do not undermine the data’s value for insights and analytics.

Implementation Strategies

To leverage Google Consent Mode V2 effectively, website owners can opt for Basic or Advanced implementation options. The Basic approach ensures full data collection upon user consent and halts it otherwise. Advanced implementation, however, allows for the transmission of anonymous, cookieless data for modeling purposes even without consent. This method hinges on employing a Consent Management Platform (CMP), adjusting website configurations to respect consent choices, and enabling cookieless data collection for analytics and advertising purposes.

The Impact on Data Tracking and Privacy

Implementing Google Consent Mode V2 has profound implications for data tracking and user privacy. It allows websites to maintain a balance between collecting valuable user insights and respecting privacy preferences. The mode’s design ensures that user consent directly influences how data is collected and used, facilitating a privacy-compliant approach to digital marketing and analytics.

The Role of AI in Consent Mode V2

AI and machine learning play a critical role in bridging the data gap when users opt-out of cookie tracking. By analyzing patterns from consenting users, Google can model the behavior of those who decline, enabling advertisers to gain insights while adhering to privacy standards. This AI-driven approach underscores the potential of Consent Mode V2 to revolutionize data analysis in an increasingly privacy-focused world.

Beyond the Cookie Banner

A key aspect of utilizing Google Consent Mode V2 is the requirement for a compliant cookie banner. This necessitates the implementation of a CMP that aligns with both Google’s standards and privacy regulations. The consent banner acts as the intermediary, signaling user preferences to Google services and adjusting data collection accordingly.

Preparing for the Future

As the deadline for Google Consent Mode V2 implementation approaches, website owners and advertisers must take proactive steps to ensure compliance. This involves understanding the intricacies of Consent Mode V2, integrating a compliant CMP, and reevaluating data collection strategies in light of user consent.

In essence, Google Consent Mode V2 represents a pivotal development in the realm of digital privacy and data management. By embracing this new standard, businesses can not only ensure compliance with global privacy laws but also foster trust with their audience, building a foundation for sustainable digital practices in the years to come.

The post PPC Advertisers Guide To Google Consent Mode V2 first appeared on PPC Hero.

Related posts:

Best Practices for Lawful Data Processing of Employee Consent Under GDPR From cookie, to beyond CRM and constant consent – why cookieless means a brighter future for digital experience How To Get Dark Mode On Snapchat Without App Appearance? Google reveal their latest PMax Developer Guide

Praise be. For LinkedIn have just announced the arrival of Dynamic UTM parameters.

This is big news because manually configuring the campaign UTM tracking for each URL you use within a campaign can be is a cumbersome, convoluted, time-consuming process. It’s also one which can occasionally (or, let’s be honest, more than occasionally) lead to errors.

Dynamic UTMs automate the process and will mean you only have to get it right once. That’s because you’ll create your parameters once per campaign, instead of countless times.

How they say dynamic UTM parameters work

Marketers – only one time per campaign – will add a dynamic UTM parameter to their campaign and then we’ll automatically pull in the account, campaign and/or creative name into the destination URL so it can be picked up by analytics tools, allowing marketers to more easily analyze results.

If you’re not seeing dynamic UTM tracking within your LinkedIn ad campaigns already, you will soon. They’ll be rolled out globally by the end of this month.

As you’ve almost certainly been deploying dynamic UTMs across your Facebook and Google Ads campaigns for years, it is indeed about time.

But as the famous Chinese proverb goes:

“The best time to plant a tree was 20 years ago. The second best time is now.”

The post Dynamic UTM parameters for LinkedIn ads are here! first appeared on PPC Hero.

Related posts:

5 Tips You Can Use to Improve Your LinkedIn Marketing Strategy in 2023 LinkedIn & AI: How They Team Up & Why It’s Important Thriving in Portugal’s Dynamic NFT Startup Ecosystem: An Essential Guide for US Entrepreneurs Considering a Move Live Retail – Hyper Local Marketing: What is it and How it Empower Brands

As we navigate the complexities of paid social advertising, remember that the essence of success lies in understanding your audience, being creative with your content, and being willing to test and adapt.

Drawing on insights from seasoned experts, Carla Rovaris and Danielle Gipps, this blog post delves into practical tips for businesses looking to harness the power of paid social for expansive brand growth.

Paid social has dramatically transformed over the years. From its nascent stages to its current complex form, understanding the nuances of paid social is key to leveraging it effectively for whatever your marketing objectives.

Practical lessons

Dive Into Diverse Platforms: Don’t limit your paid social efforts to just one platform. Explore various platforms based on where your target audience spends their time. For younger demographics, platforms like Snapchat and TikTok might be more effective, while Pinterest could be more suitable for an older, predominantly female audience.

Creative Content is King: The success of your paid social campaigns hinges on the creativity and relevance of your content. Both Carla and Danielle emphasize the importance of crafting content that resonates with your audience. Whether it’s through emotional engagement or showcasing your brand’s personality, the goal is to create memorable and engaging ads.

Leverage User-Generated Content (UGC): Especially on platforms like TikTok, UGC can significantly enhance the authenticity and appeal of your campaigns. However, the suitability of UGC varies by brand and platform. For luxury brands, a more polished approach may be necessary.

Be Bold and Experiment: With paid social, experimentation is crucial. Try new platforms, ad formats, and messaging to see what resonates with your audience. The landscape is constantly changing, and staying adaptable is key to staying ahead.

Focus on Brand Building: Paid social shouldn’t be viewed solely as a performance marketing tool. It’s also a powerful brand-building channel. Utilize it to introduce your brand to potential customers and build a strong brand identity.

Test and Learn: Continuously test different strategies and learn from the results. Paid social is not a ‘set it and forget it’ channel. It requires ongoing optimization and creativity to keep your campaigns fresh and effective.

This blog post was based on a podcast interview for the Internet Marketing Podcast

The post Six Practical Things You Should Doing In Your Paid Social Advertising Campaigns first appeared on PPC Hero.

Related posts:

Mastering Lead Generation in Paid Search Advertising Measuring ROI in Social Media Campaigns with Percentage Metrics Car Wrap Advertising: 7 Best Ways To Get Paid With Car Ads TikTok vs. Facebook Advertising: Which One is Right for Your Business? [VIDEO]

In the ever-evolving landscape of digital advertising, staying ahead of the curve is crucial for marketers. Traditional approaches to paid media, centered around extensive keyword lists and granular optimizations, are undergoing a significant transformation. The rise of AI-driven technologies and changing consumer behaviors are driving a paradigm shift from keywords to conversations.

In a recent discussion I had with Kyle Johnson several key insights emerged regarding this shift and its implications for advertisers. Let’s explore some practical takeaways from that conversation:

The Evolution of Paid Media Strategies: Kyle highlighted the evolution of paid media strategies over the past few years. With the introduction of new formats and platforms by major players like Google, advertisers are no longer limited to traditional search campaigns. Paid media now encompasses a broader spectrum, including social awareness, display advertising, and even connected TV (CTV) campaigns.

From Instant Gratification to Brand Building: While traditional paid search and shopping campaigns offer instant results, the landscape is changing. Advertisers need to recognize the value of upper-funnel activities aimed at brand awareness and consideration. Investing in conversations with potential customers across various touchpoints is essential for long-term brand building and staying ahead of competitors.

The Role of AI and Smart Bidding: Kyle emphasized the role of AI, particularly in Google’s Smart Bidding strategies like Performance Max (Pmax). These AI-powered campaigns help advertisers meet their marketing objectives by leveraging vast amounts of data to target customers across Google’s network efficiently. However, successful implementation requires quality inputs, including optimized feeds, creative assets, and accurate conversion tracking.

Shifting from Keywords to Contextual Understanding: The traditional approach of keyword-centric campaigns is giving way to a more context-driven strategy. Smart Bidding, paired with broader keyword targeting, allows advertisers to tap into the power of contextual understanding. By focusing on conversations rather than isolated keywords, advertisers can reach relevant audiences more effectively.

Continuous Learning and Optimization: In the dynamic world of digital advertising, continuous learning and optimization are paramount. Leveraging insights from platforms like Google’s Insights tab enables advertisers to refine their strategies and adapt to changing consumer behaviors. It’s a continuous process of gathering data, analyzing performance, and iterating campaigns for optimal results.

Recommended Resources for Marketers:

Google Ads: Stay updated with the official updates and latest features and best practices in Google Ads to leverage AI-driven tools effectively.

Industry Newsletters: Subscribe to industry newsletters and blogs (you’re doing well, you’re on one right now!) to stay informed about emerging trends and strategies in digital advertising.

AI in Marketing Courses: Explore courses on AI in marketing to deepen your understanding of AI technologies and their applications in advertising.

Conversion Rate Optimization (CRO) Resources: Enhance your conversion tracking and optimization skills to maximize the impact of your paid media campaigns.

The shift from keywords to conversations represents a paradigm shift in paid media strategies. By embracing AI-driven technologies, focusing on contextual understanding, and continuously optimizing campaigns, advertisers can navigate this evolution successfully and drive impactful results in today’s digital landscape.

Remember, the key lies in staying agile, adaptive, and always ready to embrace new opportunities in the ever-changing world of digital advertising.

The post Navigating the Paradigm Shift from Keywords to Conversations in Paid Media first appeared on PPC Hero.

Related posts:

SEO doesn’t have to be scary: shift from a reactive to proactive strategy Mastering Lead Generation in Paid Search Advertising Navigating Technology & Social Media in Catholic Youth Group Settings How to Optimize Your Social Media Presence To Boost eCommerce Sales

Important news if you have an existing integration can make concurrent Display & Video 360 API requests on Google Ads. From the 2nd of April 2024 The Display & Video 360 API will roll out a new project-level quota of 1500 total (read and write) requests per minute per project and 700 write requests per minute per project.

Google have explained they’ve implement the change to help protect their infrastructure and improve the stability of the API for the overall community.

According to the Google Ads Developer blog most projects fall well below this threshold so won’t need to make any changes, but those with an integration that can make concurrent API requests to 5 or more advertisers, may be at risk of exceeding this new quota limit and should take the following actions:

Update the error handling of your Display & Video 360 API integration to reduce request frequency when receiving 429 error responses.

Consider using the Display & Video 360 API BigQuery connector to retrieve Display & Video 360 resource configuration settings in bulk.

If you’re concerned your integration might be effected by these changes Google have suggested you check out thier Quota Optimization Guide for more info.

The post Changes To The Project-Level Quota Google Ads Display & Video 360 API  first appeared on PPC Hero.

Related posts:

Google reveal their latest PMax Developer Guide Don’t Waste Your Google Ad Spend: How Negative Keyword Lists Can Improve Your Google Ads Campaigns From Startup to Success: How Get Cardbox’s Trello Power-Up Has Changed Project Management How to Create a Project Calendar and Improve Team Efficiency?

As Google lean more and more into PMax they’ve released a new guide aimed at developers to help them build PMax integrations more easily.

They’ve also moved all the PMax related content into it’s own specific tab on Google Ads API website. Which should make it easier for you and your development team more easily find the information you need to build Performance Max integrations.

It’s always good to see Google attempting to improve their communications and product documentation.

Other notable improvements include:

Adding a new Structure requests guide that details many of the intricacies of constructing requests that create and update Performance Max campaigns

More clearly identifying and renaming business goals in the developer documentation

Standard Performance Max is now referred to as Performance Max for online sales or lead generation

Performance Max for Retail is now referred to as Performance Max for online sales with a product feed

The post Google reveal their latest PMax Developer Guide first appeared on PPC Hero.

Related posts:

WordPress Developer vs Custom Web Developer: Pros & Cons 5 Ways to Make the Best of the Five Latest Google Ads Features Changes To The Project-Level Quota Google Ads Display & Video 360 API  Don’t Waste Your Google Ad Spend: How Negative Keyword Lists Can Improve Your Google Ads Campaigns