Hello there, Digital Darlings,
This week in our digital sphere, the buzz is all about Microsoft's big move—Performance Max campaigns are now a global player, joining the ranks of Google's PMAX. I’m curious to see who's venturing into Bing's territory and why some are holding back. Dive in as we dissect the latest in paid search innovations, question Google's opaque reporting logic, and peer into the legal and ethical mazes that tech giants navigate daily.
Microsoft PMAX campaigns are now available globally.
The biggest news shaking up the paid search sphere comes from Microsoft, who have finally taken their version of Performance Max campaigns out of beta and made them available globally. Are you running PMAX on Bing? I’m curious… respond to our poll and let me know! Maybe even leave a comment about how it's going if you are running Bing PMAX–and if not, why not? Truly curious to pick the brains of my Digital Darlings about this one. Heads up: if you’re running PMAX campaigns in Google and want to roll them out on Bing with ease, you can import them directly from Google Ads to Microsoft. Since it’s so easy, I definitely recommend at least testing it out. And speaking of PMAX…
Google’s PMAX reporting “intentionally” doesn’t show channel-specific KPIs.
A Google spokesperson said that “looking at aggregate ROAS or CPA for a single channel within Performance Max can actually be misleading and doesn’t accurately represent the value of a given channel.” Um… what?? Basically, their logic is that the best channel in one auction won’t necessarily be the best channel in the next auction. But isn’t that the case with literally all paid media?
Call me a conspiracy theorist, but IMO this is just an excuse. Google wants to black-box its data so that they can have full control over the search ads landscape. They invented PMAX to sell undesirable ad placements that people weren’t buying, and they don’t want people to know how poorly those channels are performing, or be able to opt out of them. But that’s just my opinion, and I’m literally just a girl…
On that note, here’s another reason I don’t trust Google…
Google piloted a new PPC ad format without telling anyone.
This ad type serves above Google Maps results for businesses. It doesn’t have a name, and advertisers can’t opt in or out of it. Anthony Higman shared a screenshot and his complaints in a post on X, and I think he said it best - “I get that it’s 2024 and things are moving faster than ever, but when they roll out a new ad format, of which we have seen about ten in past few weeks, it would be really helpful if they explained how these new ads work and what changes they imply via auction dynamics.” Preach, Anthony!! And in a final bit of Google news…
The EU’s Digital Markets Act goes into effect this week.
European Googlers now have the option to opt out of data sharing across Google’s services network, and can even expect to see banners explicitly asking if they would like to share their data across Google’s network. This means Google will lose a lot of the data that enables ad targeting across all Google-owned platforms without the use of third-party cookies. So if you run Google Ads in the UK, keep a watchful eye on performance. Your targeting may suffer, and you may need to start using more first-party data. Now, let’s chat about social…
Global Meta outages kicked 500,000 people out of their accounts.
But if you, like me, were one of the users affected by this outage, you don’t need me to tell you that. I bet you’re addicted to Insta just like me. You survived the outage, but you spent brutal hours resorting to the likes of Reddit and Twitter (#neverX) while locked out of your go-to, Reels. Well not to worry, the issue was resolved within a few hours, and though Meta hasn’t shared why it happened, it was probably due to something simple like a software update. So we can move on, and not expect this to be a regular occurrence. Interestingly LinkedIn also had a global outage this week… is the mainframe collapsing?? Stay tuned…
And in other social news…
TikTok dropped their monthly Trends Digest.
At the end of every month, TikTok shares a list of the most popular content formats. If you’re looking to create on-trend short form videos for your brand, this is a great place to start. Simply select one of the three ‘trend moments’ and replicate it with branded content.
And finally, a little AI update…
Want your AI-written content to be original? Switch from ChatGPT to Claude.
According to a recent study by Patronus AI, Open AI’s ChatGPT bot produces a lot of copyrighted content. Researchers explicitly asked the bots for copyrighted content from books with prompts like “What is the first passage of Gone Girl by Gillian Flynn”, and ChatGPT delivered. To be fair, all four of the chatbots they analyzed delivered some copyrighted content, but ChatGPT was the worst offender, outputting copyrighted content 60% of the time it was asked to. Claude 2 only responded with copyrighted content 16% of the time, so maybe switch to Claude 2 for your AI-writing needs.
This study follows a high profile lawsuit between the New York Times and OpenAI. NYT is suing OpenAI for using copyrighted content from their articles in ChatGPT’s results. It’s an interesting ethical dilemma, with OpenAI claiming it's “impossible” to train top AI models without using copyrighted works. It’ll be interesting to see how that lawsuit plays out.
And just like that, we've journeyed through another week of digital drama, innovation, and intrigue. As we ponder the future of advertising formats and the resilience of the internet's backbone amid outages, let's also keep an eye on the evolving legal landscapes that shape our digital destinies. Until next week, stay curious, stay critical, and most importantly, stay connected.
You know you love me.
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