[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fwhats-new-in-ppc-january-2024-industry-updates":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":13,"acf":22,"head_links":349,"breadcrumbs":350,"reading_minutes":124,"category":358,"head":360},"2024-01-26T12:25:35",{"rendered":6},"\n\u003Cp>Welcome to the latest blog from Impression on Paid Search Industry Updates, where we uncover the latest PPC trends to help you stay ahead of the curve.\u003C\u002Fp>\n\n\n\n\u003Cp>New year, new marketing strategies. 2024 has already seen various changes and announcements to the PPC landscape for the upcoming year and advertisers, more than ever, must ensure that their strategy is reflecting the new requirements being pushed out.\u003C\u002Fp>\n\n\n\n\u003Cp>Keep reading to discover:\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#google-chrome-has-begun-phasing-out-third-party-cookies\">Google Chrome has begun phasing out third-party cookies\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#google-has-been-testing-ad-copy-variations-in-live-ads-without-informing-advertisers\">Google has been testing ad copy variations in live ads without informing advertisers\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#google-conversational-experience-rolls-out-in-the-uk-us\">Google conversational experience rolls out in the UK & US\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#performance-max-guide-enhancements\">Performance Max guide enhancements\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n \n\n\n\n\u003Cp>As usual, traffic light imagery is featured throughout to indicate the importance of each new update – red denoting a priority update, green representing a less important update and amber lying somewhere in the middle.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"google-chrome-has-begun-phasing-out-third-party-cookies\">Google Chrome has begun phasing out third-party cookies\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FrX0wobYc-Red.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-5437\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>Starting on 4th January 2024, Google Chrome began \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fprivacy-sandbox\u002Fblog\u002Fcookie-countdown-2024jan\">restricting third-party cookies as a default setting for 1% of all Chrome users\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>Known as Tracking Protection, this new feature follows Google’s plans of completely removing third-party cookie tracking, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fblog.chromium.org\u002F2020\u002F01\u002Fbuilding-more-private-web-path-towards.html\">announced back in 2020\u003C\u002Fa>, as a response to ever-increasing concerns surrounding user privacy.\u003C\u002Fp>\n\n\n\n\u003Cp>This shift in the privacy landscape for Chrome users is currently subject to Google addressing any competition concerns of the UK’s Competition and Markets Authority (CMA), so we may very well see more changes being implemented throughout the remainder of the year.\u003C\u002Fp>\n\n\n\n\u003Cp>Users currently impacted by this change will receive a notification when opening Chrome on their devices – as well as being shown an “eye” icon on any site attempting to access third-party cookies:\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1182\" height=\"195\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F01\u002Fchrone-phasing-our-cookies-example.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27049\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>What does this mean for me?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Despite being an initial test, Google has stated that this feature will be mandatory to all Chrome users at some point in Q3 2024. As mentioned, this may be subject to change depending on any further concerns by the CMA, but they’ll likely stick with this plan.\u003C\u002Fp>\n\n\n\n\u003Cp>Many advertiser’s marketing strategy is currently heavily reliant on third-party cookies. Despite various warnings from Google over the last few years, many have failed to prepare efficiently for this drastic change and may struggle once this begins affecting all users.\u003C\u002Fp>\n\n\n\n\u003Cp>It’s vital to prepare your websites for this change as soon as possible, to avoid any last-minute complications. For advertisers specifically – it’s crucial to prepare a relevant strategy to adopt new methods of serving relevant content to users and phase away from relying on this data.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"google-has-been-testing-ad-copy-variations-in-live-ads-without-informing-advertisers\">\u003Cstrong>Google has been testing ad copy variations in live ads without informing advertiser\u003C\u002Fstrong>s\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FrX0wobYc-Red.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-5437\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>Towards the end of December 2023, Google Ads advertisers began noticing something rather strange in their live ads. Anthony Higman took to X to highlight the fact that ‘rogue’ headlines and descriptions were appearing in his ads, despite them not being present in the Google Ads platform:\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1172\" height=\"1112\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F01\u002Fgoogle-live-ad-description-change.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27051\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>As highlighted in Higman’s response, advertisers were not being given any warning that these experimentations were happening in their ads.\u003C\u002Fp>\n\n\n\n\u003Cp>According to \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsearchengineland.com\u002Fgoogle-testing-headlines-ad-copy-description-text-live-ads-435872\">Search Engine Land’s article on this topic\u003C\u002Fa>, this testing was confirmed to be active by Google Ads’ Ginny Marvin, who stated that this was simply a “small test”, and that they had nothing further to report on at the moment.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>What does this mean for me?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Google experimenting ad copy variations without prior consent creates a problematic situation for advertisers – especially those with smaller budgets or tight brand guidelines to adhere to. \u003C\u002Fp>\n\n\n\n\u003Cp>Advertisers must now assign some of their potentially limited time to assess these potential changes and measuring their impact. From an agency perspective, clients may also become considerably more concerned about exactly what ad copy is being displayed to users, and may be reluctant to test activity going forward.\u003C\u002Fp>\n\n\n\n\u003Cp>Higman has added additional comments regarding how these tests may affect advertisers, highlighting that these tests are “changing ad copy dynamics” and the lack of transparency from Google means advertisers can’t adjust their planned copy to account for this.\u003C\u002Fp>\n\n\n\n\u003Cp>Ultimately, advertisers must keep an eye out for these rogue tests from Google and ensure that the ad copy being shown reflects the brand image appropriately.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"google-conversational-experience-rolls-out-in-the-uk-us\">\u003Cstrong>Google conversational experience rolls out in the UK & US\u003C\u002Fstrong>\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FvG9r34mr-amberlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11706\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>In recent news, Google has announced a new \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fgoogle-ads\u002Fanswer\u002F14145186?hl=en\">conversational experience \u003C\u002Fa>within Google Ads that is a chat-based feature, designed to combine your knowledge with Google AI to enhance the creation of search campaigns by generating text and assets at scale. \u003C\u002Fp>\n\n\n\n\u003Cp>Google has officially rolled this new feature out to all advertisers in the UK and US, in the hopes that advertisers globally will soon have access. However, the initial rollout will only be available in English.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1484\" height=\"894\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F01\u002Fgoogle-conversational-experience-example.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27050\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>The conversational experience is designed to help advertisers create new search ad headlines and descriptions, generate relevant keywords as well suggesting sitelinks and images. All advertisers need to do is provide their website domain, to which Google AI will generate relevant creative and ad content. Google outlines that there will still be an element of control in which advertisers choose which elements go into their campaigns, with the ability to make adjustments after creation using the chat function. All generative AI images in the conversational experience include open standard metadata with an invisibility watermarked SynthID.\u003C\u002Fp>\n\n\n\n\u003Cp>This new chat-based marketing tool is currently only available to some advertisers as part of a limited Beta. If you’re eligible, the conversational experience tool is located in your account during the search campaign creation process and is not available for modification on already existing campaigns.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>What does this mean for me?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>According to Google, the conversational experience will be essential for small businesses that need to scale creative, with larger agencies finding this tool useful to test campaign concepts before rolling them out manually.\u003C\u002Fp>\n\n\n\n\u003Cp>On the surface, whilst this update will give advertisers the freedom to focus on other critical marketing activities, automation is always a controversial topic, especially in the digital marketing space. The likelihood of Google AI generating non-relevant or inaccurate creative is highly likely, with Google highlighting that advertisers must provide the Google AI with accurate and relevant suggestions.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Ch2 class=\"wp-block-heading\" id=\"performance-max-guide-enhancements\">\u003Cstrong>Performance Max guide enhancement\u003C\u002Fstrong>s\u003C\u002Fh2>\n\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-thumbnail is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F10\u002FvG9r34mr-amberlight.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-11706\" width=\"160\" height=\"160\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Cp>This month, Google announced\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fads-developers.googleblog.com\u002F\"> enhancements \u003C\u002Fa>to several guides for getting started with Performance Max campaigns with updated instructions on effective implementation as well as managing and reporting on this campaign type through Google Ads API.\u003C\u002Fp>\n\n\n\n\u003Cp>For enhanced reporting and generally a better experience with Google Ads API, Google has included the following updates:\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Asset requirements:\u003C\u002Fstrong> Outlines the asset requirements for each asset group within a Performance Max campaign to achieve optimal performance. \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Performance Max reporting guide: \u003C\u002Fstrong>Highlights the varying options for reporting on Performance Max campaigns based on objective.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Campaign-level conversion goals: \u003C\u002Fstrong>Guidance on setting campaign-level conversion goals \u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Asset group signals:\u003C\u002Fstrong> Summarises the asset group signals used to optimise ad serving at the asset group level\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Troubleshooting: \u003C\u002Fstrong>Whether there are issues with your Performance Max campaign or if you’re not seeing the performance you expected, this outlines the potential problems related to ads, bidding, targeting, conversion tracking or campaign settings. \u003C\u002Fp>\n\n\n\n\u003Cp>The Getting Started guide illustrates a checklist of the different concepts tailored to each of the three Performance Max campaign types. \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Standard\u003C\u002Fli>\n\n\n\n\u003Cli>Retail\u003C\u002Fli>\n\n\n\n\u003Cli>Travel Goals\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp class=\"has-medium-font-size\">\u003Cstrong>What does this mean for me?\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>The updates to the Performance Max documentation mean that advertisers will be given extra support and guidance on this campaign type. Therefore any marketers looking to utilise Performance Max campaigns will have up-to-date information on how to optimise their campaigns for implementation, reporting and everyday management.\u003C\u002Fp>\n\n\n\n\u003Chr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\"\u002F>\n\n\n\n\u003Cp>Look out for our next blog in February for more paid search industry updates to inspire your PPC strategy. If you want to talk about your business aspirations, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch!\u003C\u002Fa>\u003C\u002Fp>\n",false,"standard",[10],40,[],[],[14,15,16,17,18,19,20,21],"post-27029","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc",{"page_content_modules":23,"hero":160},[24,112],{"acf_fc_layout":25,"reduced":26,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":26,"title":27,"content":6,"authors":28},"blog_post_content",true,"What’s new in PPC: January 2024 industry updates",[29],{"id":30,"path":31,"display_name":32,"job_title":33,"description":34,"avatar_url":35,"acf":36},98,"\u002Fabout\u002Four-team\u002Fmatthew-ahern\u002F","Matthew Ahern","Digital Marketing Manager","As a part of the growing Commercial Team at Impression, I support the Head of Marketing and the content element of Impression’s marketing strategy.","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":33,"full_bio":37,"specialist_service_links":38,"photo":57},"\u003Cp>Digital Marketing Manager. Joined Impression in December 2021.\u003C\u002Fp>\n\u003Cp>I began my digital marketing career as an in-house Marketing Assistant for a Nottingham-based luxury brand. I also spent a short time in the world of merchandising before returning to digital marketing as an in-house Marketer for a national manufacturer of electrical goods. I produced a wide range of internal and external content, including social media and website content. I wanted to take my content marketing skills further, so when I saw that Impression was looking for a Content Executive, I thought it would be a great opportunity to explore and develop my skills.\u003C\u002Fp>\n\u003Cp>I work closely with Impression’s Head of Marketing to support them in delivering the content element of Impression’s marketing strategy. I collaborate across departments to produce digital content, such as case studies, website copy, and long-form content.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nA moment I was really proud of was receiving my Masters degree in marketing. Marketing was a completely new world to me back then, so there was a lot of pressure on learning, understanding, and implementing new ideas and strategies into my work.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nMy favourite things to do outside of work are to visit quirky museums and to enjoy well-brewed coffee in independent coffee shops.\u003C\u002Fp>\n",[39],{"page":40,"link_text":56},{"ID":41,"post_author":42,"post_date":43,"post_date_gmt":43,"post_content":44,"post_title":45,"post_excerpt":44,"post_status":46,"comment_status":47,"ping_status":47,"post_password":44,"post_name":48,"to_ping":44,"pinged":44,"post_modified":49,"post_modified_gmt":49,"post_content_filtered":44,"post_parent":50,"guid":51,"menu_order":50,"post_type":52,"post_mime_type":44,"comment_count":53,"filter":54,"url_path":55},33,"98","2020-03-12 15:00:28","","Digital Marketing Services","publish","closed","digital-marketing","2026-04-13 15:14:11",0,"\u002F?page_id=33","page","0","raw","\u002Fdigital-marketing\u002F","Digital Marketing",{"ID":58,"id":58,"title":59,"filename":60,"filesize":50,"url":61,"link":62,"alt":44,"author":63,"description":44,"caption":44,"name":64,"status":65,"uploaded_to":50,"date":66,"modified":66,"menu_order":50,"mime_type":67,"type":68,"subtype":69,"icon":70,"width":71,"height":72,"sizes":73},16743,"Matthew-Ahern_New2","Matthew-Ahern_New2.png","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress%2Cformat&q=90","\u002Fmatthew-ahern_new2\u002F","12","matthew-ahern_new2","inherit","2022-04-21 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to the latest blog from Impression on Paid Search Industry Updates, where we uncover the latest PPC trends to help you stay ahead of the curve. 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