Google Updates August | PH Digital

August Google Ads Performance

MoM and YoY Performance: Revenue decreased by 5% MoM despite a 6% increase in spending. Similarly, revenue fell by 10% YoY, even though spending increased by 24%.

Top Revenue Drivers:

• Brand Campaigns: The only area showing improvement, with a 10% increase in revenue month-over-month.
• Google Shopping and PMAX: Both experienced declines in revenue, despite higher spending. For Google Shopping, the decrease is attributed to increased competition for ad placements during the busy holiday period. For PMAX, the drop in revenue is due to a greater focus on brand awareness placements rather than direct sales.

Overall, while Brand campaigns managed to achieve growth, the increased spend in other areas did not translate into higher revenue, highlighting the challenges posed by rising competition and shifting campaign strategies.

Google Platform Updates

In August, Google announced the following key updates affecting Google Ads and the broader Google ecosystem.

Major GA4 Update: Enables users to benchmark their performance against other businesses in their industry, providing valuable context for advertisers.

Google Ads: You can now access category-level insights, which offer actionable recommendations for optimising your campaigns. Additionally, you can now create remarketing lists based on viewers of specific YouTube creator videos, expanding targeting options beyond interactions with advertisers’ own YouTube channels.

Festive Trading Updates: To help advertisers maximise profitability during peak shopping season, Google has introduced:

• Shopping Trend Insights
• AI-Powered Insights
• Automated In-Store Availability
• Profit-Focused Metrics Optimisation

For more information on the latest Google updates, contact your strategist or email hello@ph.digital.

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