PPC Weekly Digest on 23-27 of October 2023

Microsoft Introduces pubCenter to Monetize Websites

In a recent announcement, Microsoft unveiled its pubCenter, a fresh platform to help website publishers in the U.S. monetize their content. Designed particularly for small and medium-sized businesses, this system resembles Google AdSense in its functionality. By incorporating a simple code line to their websites, publishers can display ads. One distinctive feature of pubCenter is that publishers can use it alongside Google AdSense, enabling Microsoft to serve ads only when they foresee a higher bid. This not only boosts the potential revenue for businesses but also gives them a competitive edge.

Google’s Performance Max Unveils “Search Themes” Feature

Google’s Performance Max campaign is evolving with the introduction of the “Search Themes” feature. This allows advertisers to input topics and categories to guide Google’s AI, aiming to capture more pertinent search traffic. Previously, Performance Max would analyze an advertiser’s budget, assets, and landing pages to forecast valuable placements. With “Search Themes,” advertisers can fill potential gaps by adding specific topics or categories related to their business. This initiative by Google is seen as a response to advertiser demands for more control over the automated system.

Microsoft Focuses on AI for Enhanced Search and Ad Experiences

Microsoft, in its latest earnings call, showcased its efforts in leveraging AI to enhance search, advertising, and overall productivity. Satya Nadella, the CEO, emphasized Microsoft’s strides in redefining internet search and content creation using AI. Notably, Bing, Microsoft’s search engine, now supports chat-based conversational interactions and boasts AI-generated imagery through the DALL-E3 integration. The company is also infusing Bing’s AI capabilities into third-party platforms, such as Meta’s chat platform. One of Microsoft’s prime aims is to integrate AI into their advertising platforms to comprehend user intent better, making ads more relevant and efficient.

Google Advances AR in Advertising with New Beauty Ads

Stepping up its advertising game, Google introduced AR Beauty Ads, an innovative approach allowing brands to promote their products through virtual try-on experiences. This new ad format, available for lip and eye makeup products, lets users virtually test products, providing a more interactive and personal shopping experience. Such AR capabilities had been launched nearly three years ago by Google, starting with lipstick. Now, they have expanded it further, with over 50 prominent beauty brands collaborating with Google to offer these AR experiences. In addition to these ads, Google also plans to launch AR try-on features for hair color and foundations, bringing a more immersive online shopping experience to users.

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