Staying on top of the latest news in pay-per-click (PPC) advertising can help your business succeed. The PPC world moves at lightning speed, and changes to best practices or new ways to analyze data can mean the difference between meeting lead goals or being behind the curve.
Since understanding the full spectrum of digital marketing is our job, we spend a good deal of time reviewing PPC news. No matter what level of involvement you have with your business’s marketing efforts, staying on top of PPC news can help you be more engaged and take a proactive approach to your digital strategy.
This week, we have a few important items to share, including improvements in Google Ads’ asset reporting, the coronavirus continuing to affect ad spending, and Google Ads and Facebook both banning ads for face masks.
Google Ads launches improvements on asset reporting
In an effort to help users have a better understanding of both reporting and how to take action on advertising campaigns, Google Ads recently launched four new updates to their asset reporting. These include clearer guidance on creative performance ratings, new columns for asset reporting at the group level, the ability to track performance over time and the ability to preview assets before they go live.
You can learn more about these updates here.
How the coronavirus is affecting PPC ad spending
With sporting events and other large public gatherings being huge drivers of PPC advertising spending, their cancellation due to the 2019 coronavirus disease (COVID-19) is having a negative effect on growth. In a recent report, analyst eMarketer has downgraded growth of digital ad spending by 3%, although it is projecting that digital advertising will still continue to grow for the year. The projections are for the full year and are based on the assumption that business will return to capacity at some point, so eMarketer notes that these numbers could change at some point.
While this may seem like down news, businesses may be able to find opportunities due to an increase in inventory on advertising platforms.
Facebook and Google Ads both ban advertising for face masks
In policies designed to prevent advertisers from taking advantage of the COVID-19 pandemic for monetary gain, both Google and Facebook have banned advertising related to selling face masks. While the ban currently includes face masks only, representatives from both organizations have stated that they will take further action as needed.
Turn to Burg & Co. for the latest PPC news and insights
With the digital marketing landscape being more challenging during these unpredictable times, it helps to have experience in your corner. If you need help transitioning your PPC, search engine optimization (SEO) and social media marketing strategies to adjust for changes, we can help. Our team has years of experience and a depth of knowledge in the full spectrum of digital channels. We may not be able to predict the future, but we’ll be there to help you respond to it as it develops.
Contact us today to learn more and to schedule a free marketing consultation.