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Advertising Industry Updates from June 2024

Written by Kim

Google Ads Phases Out Card Payments for High-Spend Advertisers

Google Ads is phasing out credit and debit card payments for certain high-spend advertisers by July 31. Affected accounts must transition to bank-based payment options such as Monthly Invoicing or Direct Debit. This change aims to provide more automated and scalable payment methods. While Google emphasizes the benefits of flexibility and control, some advertisers are concerned about potential cash flow issues and account suspensions. Google is notifying impacted advertisers and providing tools to facilitate this transition.

Why Is This Important?

This shift affects advertisers’ financial planning and cash flow management. Transitioning to bank-based payments can streamline and automate payment processes, but it removes the flexibility that credit cards offer. Advertisers must adapt to avoid disruptions in their ad campaigns and ensure compliance with the new payment requirements.

Google Ads Enhances Search Query Matching with New Updates

Google Ads announced updates to its search query matching, focusing on brand inclusions, brand exclusions, and improved search term reporting. Brand inclusions are applicable for broad match, while brand exclusions are now available across all match types. The updated search term reports will include misspelled queries, and negative keywords will automatically cover misspellings. These changes aim to provide advertisers with better control and visibility.

Why Is This Important?

These updates enhance advertisers’ ability to manage their campaigns by offering more precise control over search queries and brand-related traffic. Including misspellings in negative keywords simplifies campaign management and ensures more accurate targeting. Improved search term reporting allows advertisers to refine their strategies based on more comprehensive data.

LinkedIn Discontinues Group-Based Targeting for Ads in Europe

LinkedIn has ceased allowing advertisers to target users based on their participation in LinkedIn Groups. This decision is in response to the EU’s Digital Services Act, which aims to prevent misuse of sensitive data for ad targeting.
The change impacts advertisers by removing a previously valuable targeting option, potentially affecting campaign precision and reach.

Why Is This Important?

Advertisers must adjust their strategies, as the removal of group-based targeting can impact the effectiveness of ad campaigns in Europe. Adapting to these changes is crucial to maintain compliance and optimize ad performance under new regulations.

Instagram Tests 5-Second Unskippable Ads, Faces User Backlash

Instagram is testing a new feature called “Ad Breaks,” which introduces 5-second unskippable ads to a limited group of users. These ads appear during the browsing experience and have sparked significant criticism from users, with many expressing frustration and considering leaving the platform. This trial aims to explore new revenue streams amid increasing competition and regulatory challenges. Instagram has yet to release official details about this feature.

Why Is This Important?

This change could offer advertisers higher visibility and guaranteed engagement since users cannot skip the ads. However, the potential backlash from users may affect the platform’s overall user retention and engagement, potentially impacting ad performance and effectiveness.

Microsoft Ads Now Imports Google Conversion Goals

Microsoft Advertising is launching a feature to import Google Ads conversion goals, aimed at simplifying ad management for marketers using both platforms. This update, rolling out soon, will enable automatic import of these goals, improving efficiency and tracking. Advertisers are encouraged to utilize a UET tag with Google Tag Manager for enhanced performance. This integration is part of Microsoft’s strategy to make its ad platform more competitive.

Why Is This Important?

This streamlines the management of ad campaigns across Microsoft and Google platforms. By importing conversion goals from Google Ads, advertisers save time and reduce the complexity of setting up campaigns on Microsoft Ads. This can lead to more effective tracking and optimization. Additionally, the option to opt out of automatic imports allows advertisers to maintain control over their campaigns, ensuring they can manage them according to their specific needs and preferences.

Pinterest Introduces AI Tools to Boost Ad Creativity and Performance

Pinterest has unveiled new AI tools to boost creativity and performance in ad campaigns, including personalized background generation and interactive shopping collages. The platform is also testing Pinterest Performance+, an AI-driven optimization tool designed to simplify campaign creation and help improve performance. Additionally, Pinterest is enhancing brand safety through partnerships with Integral Ad Science and DoubleVerify.

Why Is This Important?

These AI tools can streamline the ad creation process and improve engagement. The new brand safety measures provide a more secure environment for advertisements, offering more control and potentially better outcomes for campaigns.

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