Google Ads, Meta, and LinkedIn Ads News Roundup: June 2024
Last Updated on: 18th July 2024, 10:34 am
Welcome to the second edition of Google Ads monthly news roundup…with a twist.
Initially, I wanted to get you up to speed on changes for Google Ads specifically. But starting from today, I’ll also be covering interesting news on the powerful PPC triad: Google Ads, Meta Ads, and LinkedIn Ads.
I’ll be sharing two pieces of news for each: one where I mention any changes or additions, and the other where I mention any best practices, statistics, and interesting findings.
Today, I’ll be covering…
- Payment method changes for Google Ads
- New Google Ads interface rollout
- AI chatbots and business tools for Meta
- Detailed Targeting Exclusions (fake) alert
- In-stream video ads for LinkedIn
- Group data targeting no longer available in Europe
Let’s jump right into it!
Google Ads News in June 2024
Google Will Require Some Advertisers to Shift Their Payment Methods
By July 31, “high-spending” advertisers will need to retire their credit or debit cards for Google Ads payments. Google’s nudging them towards bank-based options like monthly invoicing with 30-day payment windows or Direct Debit for automatic payments. This is aimed at giving high-growth advertisers more control over their spending.
“How Do I Know Whether I’m a High-Growth Advertiser In Google’s Eyes?”
Unfortunately, Google hasn’t released the specifics on this yet. However, keep your eyes peeled if you’re managing multiple accounts, and update your billing. Otherwise, Google will be reaching out. It’ll look something like this:
In response to these changes, Jeremy Brandt from We Buy Houses voiced concerns over the financial impact, citing potential annual costs exceeding $250k. This echoes among other business owners who value the cash flow flexibility of card payments.
You have until July 31 to make the adjustments.
The New Google Ads Interface Will Be the Norm Starting August 30th
Wondering what’s new with the Google Ads dashboard? I’ve got you covered!
Starting August 30th, they’re rolling out their new interface across all markets, saying goodbye to the old design. But this update is nothing new: the revamp was initially launched in 2023. As always, the main reasoning behind the changes has to do with effectiveness, accessibility, and ease of use.
Initial feedback has shown that some users are finding the new interface more user-friendly with improved access to essential features.
Here’s what’s new in the latest Google Ads UI:
- Main menu: A left-side menu organises tools into 5 main categories.
- Search bar: Quickly find specific tools and settings with a top search bar.
- Modern UI: Enjoy a cleaner look and feel.
Everything is organised into 5 categories:
- Campaigns: Manage and optimise your ad campaigns in one place.
- Goals: Define and track your conversion goals effortlessly.
- Tools: Access planning, bidding, troubleshooting, assets, and audience tools.
- Billing: Keep an eye on spending and manage payments smoothly.
- Admin: Easily control team access, security settings, and account details.
Love it or hate it, as of August 30th, the old interface will be retired, so desktop users need to embrace the new interface. I make early user Thomas Eccel’s words mine: “I recommend using the new Google Ads UI already, to adapt soon enough.”
Meta Ads Updates in June 2024
Meta Introduces AI Chatbots and New Business Tools
If you’re currently advertising on Meta, i.e., Facebook, and can’t wait for what they’ll launch next, you’ll love this. Meta has launched AI Chatbots on Messenger, powered by their advanced LLaMa 3 language model. But that’s just the beginning!
They’ve also launched paid marketing messages, which allow eligible advertisers to create, manage, and send paid marketing messages directly to opted-in customers on Messenger.
“Claire, How Can I Tell If I’m an Eligible Business for Paid Meta Messages?”
If you’ve already interacted with customers on Messenger and they have previously engaged with your ads, started conversations with you, and opted in through Facebook or Messenger, you’re good to go.
As for Threads (or the “Twitter for Instagram,” if you will), they’ve launched the new Threads API. This allows businesses and creators to post, interact, and view insights from their Threads account using third-party apps.
Concerns about AI and privacy are still there, though. With fears that personal data might be mishandled or used for unintended purposes, Meta should keep their safeguards tight within their AI systems.
Meta Clarifies Error on Detailed Targeting Exclusions Alert
There was some confusion recently about Meta’s detailed targeting exclusions, so let’s clear things up.
Meta released an alert to some advertisers stating that the setting “new detailed targeting exclusions” wouldn’t be available when creating campaigns from June 28 onward. In a bit more detail, the team said that: “any existing exclusions would remain unless ad set targeting is modified.” Plus, “exclusions based on brand suitability and employment would still be allowed at the account level across all campaigns.”
But don’t worry: a Meta spokesperson told Search Engine Land that the alert was nothing more than a bug in the system.
What Are Detailed Targeting Exclusions in Meta Ads?
In Meta, detailed targeting exclusions help advertisers refine their audience targeting by excluding specific demographics, interests, behaviours, or other criteria from ad campaigns.
My advice: try not to get a mini heart attack when this kind of information slips out. Always consider the remote possibility of it being a mishap. And, of course, keep an eye on official communications from Meta, and don’t believe everything you read on the internet. 😉
LinkedIn Ads Changes in June 2024
B2B Marketers: LinkedIn Is Improving and Expanding Video Ads
LinkedIn’s advertising platform has introduced a new opportunity for marketers to showcase their in-stream video ads alongside premium content from top publishers. Their new Wire Program launching on June 5, 2024, allows advertisers to sponsor content from publishers like Barron’s, Bloomberg, Business Insider, Forbes, and more.
However, this program won’t initially target audiences in European Union (EU) member countries.
LinkedIn’s Accelerate platform is also growing with advanced AI capabilities focused on lead-gen optimisation and website visit campaigns. New features include Microsoft Designer Integration, Enhanced Targeting, and an AI Marketing Assistant.
They also plan on including AI-generated copy capabilities in English, in the coming months.
All of these are huge for B2B advertisers who are looking for advanced marketing tools. The results are promising, too: Sean Johnston from Closed Loop saw a threefold increase in lead form completion rates, as well as a 66% decrease in cost per lead compared to previous methods.
I wasn’t joking when I said AI would be in full force this year!
LinkedIn Stops Group Data Targeting in Europe
LinkedIn has decided to halt the use of LinkedIn Groups data for targeting users in Europe. This move is in response to concerns raised under the EU’s Digital Services Act (DSA), which is responsible for safeguarding user privacy and preventing potential discrimination based on sensitive data.
Patrick Corrigan, LinkedIn’s VP for Legal and Digital Safety, clarified that they made this change to align with DSA guidelines and avoid any potential misuse of sensitive user data in advertising practices. Thierry Breton, EU Internal Market Commissioner, applauded LinkedIn’s proactive decision, stating: “It is positive to see the DSA delivering change that no other law has attained so far, in Europe and beyond.”
So, if you’ve been using LinkedIn Groups data to fine-tune your European audience targeting, you’ll need to adjust your strategy.
Ideally, you should focus on alternative targeting options like job titles, industries, or skills. These options are still compliant with privacy regulations while making room for effective audience segmentation.
Were You Expecting These Changes for Google, Meta, and LinkedIn in June 2024?
I’ll be honest, I was expecting a few of them and bracing myself (and my clients!) the whole time.
Now, a last word of advice: change will happen more often than not. We’re talking about PPC! It’s okay to feel strange about it, but the sooner we get to terms, the smoother the transition will be. I hope you’re already familiarising yourself with the new Google Ads design and trying out the brand-new features.
And remember to always, always, always approach PPC strategically and in context. This is something I talk a lot about in my best-selling book and offer as part of my PPC consulting services.
If you need one-on-one advice on using these shifts to your advantage, my team and I are just one call or email away!
