Ep190 - Google Ads Responds: Temporary Opt-Out for Search Partner Network in PMax Campaigns

#TWIMshow - This Week in Marketing

Episode 190 contains the Digital Marketing News and Updates from the week of Dec 4-8, 2023.

1. Google Ads Responds: Temporary Opt-Out for Search Partner Network in PMax Campaigns - Last week in Ep 189, I highlighted the study by Adalytics that revealed Google search ads were appearing on websites violating Google's own publisher policies. This revelation raised significant concerns among advertisers about the placement of their ads. It seems Google has taken note of these concerns, as they have now introduced a temporary opt-out feature for advertisers in Performance Max (PMax) and Universal App campaigns, allowing them to avoid placements in the Search Partner Network (SPN). This move, unprecedented in the realm of automated campaigns, marks a significant shift in Google's advertising approach.

Key Points from the Update:

• Temporary Opt-Out for SPN: Advertisers can now temporarily opt out of placing their ads on SPN for all campaign types, including PMax and App campaigns. This change, effective until March 1st, is a direct response to the concerns raised by the Adalytics report.
• Google's Response to the Report: While Google has contested the methodology and conclusions of the Adalytics report, they acknowledge the importance of improving their products to meet partner needs.
• Opt-Out Process: The opt-out feature is currently gated and requires a Google representative to enable it for advertisers. This process is being developed for wider accessibility.

For small business owners using Google PMax Ads, this update is crucial. It offers more control over ad placements, ensuring that ads are displayed in contexts that align with brand values and reach the intended audience. The ability to opt out of SPN in PMax campaigns allows for more targeted advertising and potentially better ROI. Google's introduction of a temporary opt-out feature for SPN in PMax campaigns is a significant response to concerns about ad placements. This development serves as a crucial reminder for business owners: always check your ad placements and don't blindly trust any ad platform. Regularly verifying where your ads are displayed is essential. Failing to do so could mean unintentionally leaving money on the table or giving more to Google than necessary. Trust but verify – it's a key principle in digital advertising to ensure your investments are yielding the best possible returns.

2. Google's 3 Essential Tips for Technical Troubleshooting - Google has shared insights for diagnosing and resolving technical SEO issues that can affect a website's indexing and ranking. This guidance is particularly crucial for business owners who may not have an in-depth understanding of SEO but want to ensure their website performs optimally in search results.

Google's Three Key Tips for Technical SEO Troubleshooting:

Check if the Page is Indexed or Indexable: Use Google Search Console's URL Inspection Tool to determine if a page is indexed and indexable. This tool provides information on whether a page is indexed and, if not, offers suggestions for why Google might be having trouble indexing it. It also shows the last crawl date, indicating Google's interest in the page.

Identify Duplicate Content and Canonical Issues: Google advises checking if a page is being ignored as a duplicate and if another page is selected as the canonical URL. While it might not be the canonical URL you expected, if the content is indexed, it can still appear in search results. This is generally acceptable and not a cause for concern.

Review Rendered HTML for Code-Related Issues: Inspecting the rendered HTML, which shows the HTML after all JavaScript has been executed, is crucial. This can reveal issues related to JavaScript or other technical aspects that might not be visible in the source code HTML. Google suggests using Search Console and Chrome DevTools to view the rendered HTML.

Bonus Tip: Google cautioned against using the cache or site:search operator for any kind of diagnostic purposes. For example, a page can be indexed but not show up in a site:search. The site search operator, just like all the other site operators, is completely disconnected from the search index. This has always been the case, even when there was a site search operator for showing backlinks.

Understanding and addressing technical SEO issues is vital for ensuring your website is properly indexed and ranked by search engines. By following Google's tips, you can identify and fix problems that might be hindering your website's performance. This can lead to better visibility in search results, potentially driving more traffic and customers to your business. Regularly checking for indexing issues, understanding duplicate content and canonicalization, and reviewing rendered HTML are key steps in maintaining a healthy and search-friendly website.

3. Google Ads Gambling and Games Advertising Policy Update - Google Ads is updating its policy regarding gambling and games advertising, effective from December 12. This change is particularly relevant for businesses in the sports betting and lottery sectors, as it opens new advertising opportunities in specific regions.

Key Changes in Google Ads Policy:

• Starting December 12, Google will begin accepting and running ads from state-approved entities for sports betting in Vermont and lottery couriers in Arkansas, Montana, New Jersey, and New York. This marks a significant expansion of the types of gambling-related ads that can be run through Google Ads.
• To be eligible to promote these ads, advertisers must apply for certification. This process involves filling out an online gambling application form in the Google Ads Help Center, providing all requested information to prevent delays. Different forms are available for privately-licensed operators, state-run entities, and social casino game operators.

4. Google's Cryptocurrency Advertising Policy Update - Google has announced significant changes to its cryptocurrency advertising policy, set to take effect on January 29, 2024. This update is particularly relevant for businesses involved in advertising cryptocurrency coin trusts, a type of financial product that allows investors to trade shares in trusts holding large amounts of digital currency. These trusts offer equity in cryptocurrencies without direct ownership and can diversify investment portfolios.

Key Aspects of the Policy Update:

• Scope and Requirements: Advertisers targeting the United States will be able to promote these products and services, provided they comply with specific policies and obtain certification from Google.
• Global Application: The updated policy is not limited to the United States but will apply globally to all accounts advertising cryptocurrency coin trusts.
• Compliance with Local Laws: Advertisers must comply with local laws in the areas where the ads are targeted. This is a crucial aspect of the policy, emphasizing the need for advertisers to be aware of and adhere to regional regulations.
• Warning Before Suspension: In case of policy violations, Google will first issue a warning, giving advertisers at least seven days to rectify non-compliance issue...