In any given year, there are a lot of changes in paid media. The pace of change in 2019 was every bit as brisk as in previous years. For the third year in a row, we assembling a panel to look back at a shortlist of the changes that are the most significant. Then we weigh their impact on B2B companies and what can be done either to minimize downside or capitalize on the upside. Our Panel this time features PPC professionals Olga Gladycheva as well as Pierre Levasseur and yours truly.
The changes we discussed in the show include:
- LinkedIn adds Interest targeting options
- Apple Rollout of ITP 2.x
- Google Ads sunsets average position
- Click share metric available in Search Campaigns
- Google Ads Audit rules inside the desktop editor
- Microsoft Ads rebrands, keeps pace with Google Ads and deepens features brought by their relationship with LinkedIn
- Google rolls out Campaign-level conversions
- Google softens Location settings to people REGULARLY in my target
- Google puts same-meaning words in an auction on all types of Keyword matches
- Google Ads Retiring Accelerated Delivery
- Google lowers ‘15 conversions in 30-days’ as a minimum bar for Target CPA
- Google Analytics reports both dates of click and date of conversion
People/Products Mentioned:
- Google Ads Editor
- Microsoft Advertising
- LinkedIn Ads
- Google’s Danny Sullivan, John Mueller, Matt Cutts
- Microsoft’s John Lee
- Frederick Vallaeys
Reboot:
Stay to the end of the episode to hear our picks for the best and worst changes of the year.