Scott has 10 years of experience in paid search management and leads a team of experts to ensure clients receive optimal campaign performance. He is passionate about uncovering strategies that differentiate PPC activities, leveraging business intelligence for account optimization. Scott thrives on the evolving nature of the paid search landscape and is dedicated to staying at the forefront of industry advancements.
Google has started pausing Low Activity keywords, a move announced in February. This change won't impact account performance but will streamline account management. It lessens the time to download accounts into Ads Editor and eases analysis. It also encourages users to evaluate why certain keywords aren't generating impressions. This change promotes account consolidation, which has been seen to enhance performance.
New Trust Signals in Ads. Google is now adding 'Business identity verified' tags in ad descriptions, a move following last year's Advertiser Verification process. This is part of Google's ongoing efforts to increase user trust and ad engagement by introducing various badges and trust signals within ads. The 'Business identity verified' tag is a subtle badge aimed at reassuring users of the site's trustworthiness.
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Google now allows multiple formats for video ad creation on YouTube, aiming to provide more efficient reach. A notable addition is the individual ad format reporting, a feature absent in other campaign types. Credit to Lawrence Jones for the information.
Google now provides an External Preview Link for Performance Max ads. This feature allows previews of different ad placements and formats, facilitating ad demonstrations to clients. The update assists in client approval and troubleshooting for various combinations. To share, select 'Preview Ads' > 'Share' > 'Copy Link' in any asset group, creating a shareable URL.
