PPC Weekly Digest on 2-6 of October 2023

Microsoft Announces 6 Audience Ads Updates

Microsoft Advertising revealed several enhancements to its Audience Ads offerings in October, aimed at helping brands effectively utilize their ad campaign budgets. These updates allow brands to harness consumer intent signals like search patterns, web activity, and profile details. Recent introductions include the rollout of Maximize Conversions and Target CPA for bidding simplification, expanded Audience Ads availability to 187 markets globally, predictive targeting with audience intelligence, new placements in Microsoft Casual Games, ads for Microsoft 365 app users, and the launch of Video and CTV Ads. Microsoft is also extending its vertical-specific ads and renaming Hotel Campaigns to Lodging Campaigns.

Google Keyword Planner Drops Keyword Forecasting

Google Ads has phased out the individual and ad group keyword forecasting features in its Keyword Planner tool. The move was attributed to the features’ low usage, as mentioned by Google’s Ad Liaison, Ginny Marvin. Despite these changes, campaign-level forecasts and historical keyword-level data remain accessible. The decision to stop maintaining individual and ad group keyword forecasting could impact advertisers, as they might lose vital insights, potentially affecting their advertising strategy decisions. Keyword Planner’s primary function is to show a keyword’s potential performance based on past search data, assisting in keyword grouping and bid setting.

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