Google added a new option for manual CPC bidding, Google Ads postpones switching search and shopping campaigns from accelerated delivery to standard delivery and Microsoft Advertising can now identify negative keyword conflicts.
“An ad is finished only when you no longer can find a single element to remove.” – Robert Fleege
In this article, we’ll cover the following most recent PPC and Ads news:
- Google adds an extended maximise conversion value optimisation to manual CPC bidding
- Accelerated delivery sunset for Search and Shopping campaigns postponed until October
- Microsoft Advertising releases product negative keyword conflict report tailored specifically for shopping campaigns
Let’s dig in.
Optimise For conversion Value with eCPC in Google Ads
Google has extended maximise conversion value optimisation to manual CPC bidding when you’ve opted into enhanced CPC (eCPC). Scott Clark of BuzzMaven was among the first who noticed the new option showing in Google Ads.
Hey this is cool. Manual CPC with enhanced CPC on conversion value. pic.twitter.com/ZFOuJcvsQm
— Scott Clark (@scottclark) September 10, 2019
Why should you care? Google rolled out its maximise for conversion value smart bidding strategy to search campaigns in August. That option aims to optimise for the greatest conversion value while spending your entire daily budget.
The optimise for conversion value option with eCPC is a simplified version of the smart bidding option. It doesn’t have a goal of spending your daily budget. And, you can’t set a target return on ad spend like you can with the smart bidding option. It will raise your max CPC bids for clicks deemed more likely to lead to higher conversion value when you choose that option.
If you have products/services with varying prices, conversion value might align better than conversions with your goals. If you switch over the conversion value optimisation, you’ll want to closely monitor the impact on your metrics and ROAS, or ROI if you have cost data.
It might seem surprising Google is adding functionality to manual bidding given its desire to push advertisers to smart bidding; but, eCPC automates bids, too, of course – it’s like the gateway to smart bidding.
Google Ads Postpones Switching Search & Shopping Campaigns to Standard Delivery
Google Ads decided to postpone switching search and shopping campaigns from accelerated delivery to standard delivery. According to Google’s announcement last month, the switch was scheduled to take place on September 17. However, the company postponed it until October 7.
Google recommends that advertisers switch to Standard delivery by going to their campaign setting page and changing the budget delivery setting.
The decision to postpone the switch is being made in order to give advertisers more time to prepare for the changes.
According to Google, accelerated delivery does not help when it comes to better utilisation of budgets. Campaigns may even see a higher than average cost-per-click when utilising accelerated delivery.
In order to have more control over how ads are delivered throughout the day, Google recommends taking advantage of ad scheduling as it allows advertisers to increase or, respectively, decrease bids during certain time of the day.
Microsoft Advertising Now Identifies Negative Keyword Conflicts
Microsoft Advertising launched a report that identifies negative keyword conflicts in shopping campaigns.
What is a negative keyword conflict? It refers to a keyword being erroneously blocked from the wrong campaign. It also refers to a negative keyword with a match type that’s appropriate for one campaign but not another.
The new report shows shopping campaigns advertisers which product ads are being blocked by negative keywords. It also identifies the level at which the conflict arose, which is defined as the conflict level. Due to the nature of how keywords are used in shopping campaigns, conflicts will always occur at either the campaign or ad group level.
The aim of the report is to help advertisers save time by quickly identifying errors and boost performance by preventing ads from being blocked unintentionally.
In order to access the product negative keyword conflicts report (PNKCR), advertisers must follow these steps:
- Navigate to the product ads section of the reports tab
- Select the PNKCR under the Product ads section on the left side of the Reports tab
- Select your choice of columns to include in the report
- Click Run or Download to generate the report
The new report is available to all advertisers.
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