{"id":610834,"date":"2024-02-29T22:20:52","date_gmt":"2024-02-29T19:20:52","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/google-pilots-new-ppc-ad-format\/"},"modified":"2024-02-29T22:20:52","modified_gmt":"2024-02-29T19:20:52","slug":"google-pilots-new-ppc-ad-format","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/google-pilots-new-ppc-ad-format\/","title":{"rendered":"#Google pilots new PPC ad format"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a2cf156d1046\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a2cf156d1046\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/google-pilots-new-ppc-ad-format\/#Advertisers_are_criticizing_the_lack_of_information_about_this_new_ad_format_making_it_difficult_to_measure_campaign_performance\" >Advertisers are criticizing the lack of information about this new ad format, making it difficult to measure campaign performance.<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Advertisers_are_criticizing_the_lack_of_information_about_this_new_ad_format_making_it_difficult_to_measure_campaign_performance\"><\/span>Advertisers are criticizing the lack of information about this new ad format, making it difficult to measure campaign performance.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nGoogle confirmed it is testing a new PPC ad format. However, key details such as the official name, functionality, influence on auction dynamics, and effect on metrics are yet to be released.<\/p>\n<p>The lack of information surrounding the new ad format has drawn criticism from advertisers.<\/p>\n<p><strong>First spotted:<\/strong> The new ad format was first flagged by Anthony Higman, CEO of online advertising agency\u00a0<a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/adsquire.com\/\">Adsquire<\/a>, who shared a preview on\u00a0<a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/AnthonyHigman\/status\/1761072869562327374\">X<\/a>:<\/p>\n<p><!-- \/1038259\/SEL_Post-text --><\/p>\n<div id=\"div-gpt-ad-1693000027709-0\"><\/div>\n<div id=\"post-break\"><\/div>\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"277\" height=\"600\" alt=\"Google Ad Format New\" class=\"wp-image-437987\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/google-ad-format-new-277x600.jpeg.webp 277w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/google-ad-format-new-156x338.jpeg.webp 156w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/google-ad-format-new-52x113.jpeg.webp 52w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/google-ad-format-new-768x1665.jpeg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/google-ad-format-new-709x1536.jpeg 709w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/google-ad-format-new-scaled.jpeg.webp 945w\" data-lazy-sizes=\"(max-width: 277px) 100vw, 277px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/google-ad-format-new-277x600.jpeg.webp\"><noscript><img fetchpriority=\"high\" decoding=\"async\" width=\"277\" height=\"600\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/google-ad-format-new-277x600.jpeg.webp\" alt=\"Google Ad Format New\" class=\"wp-image-437987\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/google-ad-format-new-277x600.jpeg.webp 277w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/google-ad-format-new-156x338.jpeg.webp 156w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/google-ad-format-new-52x113.jpeg.webp 52w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/google-ad-format-new-768x1665.jpeg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/google-ad-format-new-709x1536.jpeg 709w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/02\/google-ad-format-new-scaled.jpeg.webp 945w\" sizes=\"(max-width: 277px) 100vw, 277px\"><\/noscript><\/figure>\n<p>He posted: \u201cThese aren\u2019t LSAs, they\u2019re PPC ads. What are we calling this new ad format? And why was no one informed about It?\u201d<\/p>\n<p><strong>Lack of transparency<\/strong>. Commenting on the new ad format and lack of information provided from Google, Higman told Search Engine Land:<\/p>\n<ul>\n<li>\u201cWhat bothers me about most things that Google has rolled out recently is the lack of transparency.\u201d<\/li>\n<li>\u201cI get that it\u2019s 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.\u201d <\/li>\n<li>\u201cBut it seems to me like they just roll these new ads out, then try and figure out how to explain what these changes mean for advertisers.\u201d <\/li>\n<li>\u201cAs a PPC veteran, what rubs me the wrong way is that this feels more and more like we are being forced into adopting everything that Google wants via AI, machine learning and just \u201ctrusting\u201d the machine \u2013 which again still lacks a lot of transparency in my opinion.\u201d<\/li>\n<\/ul>\n<p><strong>\u2018Beyond crazy\u2019.<\/strong>\u00a0Melissa Mackey, paid search director at Compound Growth Marketing, also criticized the lack of information around the new ad format. She wrote on\u00a0<a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/beyondthepaid\/status\/1761073966448332897\">X<\/a>:<\/p>\n<ul>\n<li>\u201cIt\u2019s beyond crazy what\u2019s h<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>ening in the LSA world right now. Thankfully, we don\u2019t have any clients who use them, but for those who do, this is a new nightmare on the daily.\u201d<\/li>\n<li>\u201cWe haven\u2019t seen these for any of our clients but agree it\u2019s a cr*p ad format plus there\u2019s no info on how this affects metrics etc.\u201d<\/li>\n<\/ul>\n<p><strong>Why we care.<\/strong> The new ad format lacks clear information on costs and metrics, making it difficult to monitor and optimize campaign performance. <\/p>\n<p><strong>What Google is saying<\/strong>. A Google spokesperson confirmed to Search Engine Land that the new ad format is still in the experimental stage, and there is no certainty about its full launch yet.<\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\"><!-- START INLINE FORM --><br \/>\n<!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\"><strong>Deep dive<\/strong>. Read our PPC marketing guide for more information on how PPC ads work.<\/p>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Nicola Agius\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/nicola_agius\"><noscript><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/nicola_agius\" alt=\"Nicola Agius\" width=\"140\" height=\"140\"><\/noscript>\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Nicola Agius<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=nicola_agius&amp;tw_p=followbutton&amp;variant=2.0\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n                            <\/div>\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/nicola-agius-8b330956\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        Nicola Agius is Paid <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">Media<\/a> Editor of Search Engine Land after joining in 2023. She covers paid media, retail media and more. Prior to this, she was SEO Director at Jungle Creations (2020-2023), overseeing the company&#8217;s editorial strategy for multiple websites. She has over 15 years of experience in journalism and has previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). She also previously teamed up with SEO agency Blue Array to co-author Amazon bestselling book Mastering In-House SEO.                   <\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong>\n<\/p><\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/google-pilots-ppc-ad-format-437986\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Advertisers are criticizing the lack of information about this new ad format, making it difficult to measure campaign performance. Google confirmed it is testing a new PPC ad format. However, key details such as the official name, functionality, influence on auction dynamics, and effect on metrics are yet to be released. The lack of information&#8230;<\/p>\n","protected":false},"author":1,"featured_media":610835,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/11\/shutterstock_2164668489.jpg","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[147878,107942],"class_list":["post-610834","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-paid-social","tag-ppc"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/610834","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=610834"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/610834\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/610835"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=610834"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=610834"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=610834"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}