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 we spend so much time navigating the world of digital marketing, we’re constantly keeping up to date with PPC news. Staying on top of this news can help you be more engaged and proactive in your digital strategy.

This week, we have a few important items to share, including Google’s new AdSense Reports and Google’s more recent updates to its text ads.

Google’s new AdSense Reports makes it easier to visualize data

Recently, Google launched its new AdSense Reports page. This new Reports page is rolling out in phases over the next couple of weeks before it is available to all users.

One major change is that AdSense Reports has restricted reporting data to the last three years to keep reports more accurate. Historical data older than three years can still be downloaded from the Reports page until the end of 2020.

Google will continue upgrading AdSense throughout the year as webmasters provide feedback and insights from the data.

Google appears to be phasing out ETAs

ETAs (expanded text ads) are options for ads in Google Ads campaigns. Or, at least they have been. Some search marketers are reporting that the “Text ad” option is no longer available in the Ads section for Search campaigns.

The only options available for these users are the responsive search ad (RSA) and the call ad. At the moment, it’s hard to tell if this is a glitch, a test or a change that will slowly roll out. 

Google has long been emphasizing the use of RSAs because they resonate best with the searchers based on their data. We wouldn’t put it past Google to further this emphasis by phasing out the ETAs. Google has yet to confirm anything about the missing options, so we’ll be paying attention and keep you updated.

Burg & Co. is here to help you build your digital marketing and PPC strategy

PPC can be an important part of a well-rounded digital marketing strategy. It can help your brand reach a wider target audience while you continue to build your organic search efforts. If you’re looking for ways to improve your PPC strategy and reach more users without breaking the bank, let us help. Contact our team today for more information about PPC marketing or to schedule a complimentary consultation.