{"id":641686,"date":"2024-10-17T22:15:58","date_gmt":"2024-10-17T19:15:58","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/google-shakes-up-ad-auction-dynamics-for-holiday-shopping\/"},"modified":"2024-10-17T22:15:58","modified_gmt":"2024-10-17T19:15:58","slug":"google-shakes-up-ad-auction-dynamics-for-holiday-shopping","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/google-shakes-up-ad-auction-dynamics-for-holiday-shopping\/","title":{"rendered":"#Google shakes up ad auction dynamics for holiday shopping"},"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-6a23a73c98a2f\" 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-6a23a73c98a2f\" 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-shakes-up-ad-auction-dynamics-for-holiday-shopping\/#Google_is_changing_how_PMax_and_Standard_Shopping_campaigns_compete_requiring_advertisers_to_adjust_strategies_during_this_holiday_shopping_season\" >Google is changing how PMax and Standard Shopping campaigns compete, requiring advertisers to adjust strategies during this holiday shopping season.<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Google_is_changing_how_PMax_and_Standard_Shopping_campaigns_compete_requiring_advertisers_to_adjust_strategies_during_this_holiday_shopping_season\"><\/span>Google is changing how PMax and Standard Shopping campaigns compete, requiring advertisers to adjust strategies during this holiday shopping season.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nGoogle is rolling out changes to how Performance Max and Standard Shopping campaigns compete in ad auctions, starting in October.<\/p>\n<p><strong>Key changes:<\/strong><\/p>\n<ul class=\"wp-block-list\">\n<li>Performance Max will no longer automatically trump Standard Shopping campaigns<\/li>\n<li>Highest Ad Rank will now determine which ad serves for overl<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>ing campaigns<\/li>\n<li>Brings these campaigns in line with other campaign types\u2019 auction behavior<\/li>\n<\/ul>\n<p><strong>Why we care.<\/strong> This update alters how Performance Max and Standard Shopping campaigns compete, which could significantly affect campaign strategies and performance during one of the most crucial sales periods of the year. The update offers more flexibility but requires fine-tuning to maximize success in holiday campaigns.<\/p>\n<p><strong>By the numbers:<\/strong><\/p>\n<ul class=\"wp-block-list\">\n<li>Performance Max drove 17% higher ROAS than AI-powered <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">social<\/a> campaigns during Q4 2023 holiday peak (per TransUnion study)<\/li>\n<\/ul>\n<p><strong>Between the lines<\/strong>. Google aims to offer more flexibility and simplify testing while maintaining or improving account-level performance.<\/p>\n<p><strong>What they\u2019re saying.<\/strong> Google expects this change to have a \u201cneutral or positive impact on performance at the account level.\u201d<\/p>\n<p>This update was shared by Mike Ryan, Head of Ecommerce Insights at Smarter Ecommerce, on <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/x.com\/mikeryanretail\/status\/1846974407643717709?s=46&amp;t=OQrpIJQuz8FYDsJ-iObXgw\">X<\/a> where he noted \u201cGoogle is making such healthy choices lately that I\u2019m actually getting worried\u201d:<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img fetchpriority=\"high\" decoding=\"async\" width=\"407\" height=\"600\" alt=\"GaHFbvqWoAAHxj8\" class=\"wp-image-447647\" style=\"width:535px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/GaHFbvqWoAAHxj8-407x600.jpeg.webp 407w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/GaHFbvqWoAAHxj8-229x338.jpeg.webp 229w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/GaHFbvqWoAAHxj8-77x113.jpeg.webp 77w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/GaHFbvqWoAAHxj8-768x1132.jpeg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/GaHFbvqWoAAHxj8.jpeg.webp 782w\" data-lazy-sizes=\"(max-width: 407px) 100vw, 407px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/GaHFbvqWoAAHxj8-407x600.jpeg.webp\"><img fetchpriority=\"high\" decoding=\"async\" width=\"407\" height=\"600\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/GaHFbvqWoAAHxj8-407x600.jpeg.webp\" alt=\"GaHFbvqWoAAHxj8\" class=\"wp-image-447647\" style=\"width:535px;height:auto\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/GaHFbvqWoAAHxj8-407x600.jpeg.webp 407w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/GaHFbvqWoAAHxj8-229x338.jpeg.webp 229w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/GaHFbvqWoAAHxj8-77x113.jpeg.webp 77w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/GaHFbvqWoAAHxj8-768x1132.jpeg.webp 768w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/10\/GaHFbvqWoAAHxj8.jpeg.webp 782w\" sizes=\"(max-width: 407px) 100vw, 407px\"><\/figure>\n<\/div>\n<p><strong>What to watch:<\/strong><\/p>\n<ul class=\"wp-block-list\">\n<li>How advertisers adjust budgets and targets in response<\/li>\n<li>Impact on campaign management strategies<\/li>\n<\/ul>\n<p><strong>Best practices for advertisers:<\/strong><\/p>\n<ul class=\"wp-block-list\">\n<li>Adjust budgets and targets as needed<\/li>\n<li>Ensure Performance Max campaigns follow fundamentals:\n<ul class=\"wp-block-list\">\n<li>URL Expansion<\/li>\n<li>Strong asset groups<\/li>\n<li>Quality creatives and video<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><strong>The big picture<\/strong>. This update aligns with Google\u2019s push towards AI-driven advertising while offering advertisers more control.<\/p>\n<p><strong>Bottom line<\/strong>. Advertisers should prepare to fine-tune their strategies to capitalize on these changes during the holiday shopping season.\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=\"Anu Adegbola\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/anu-adegbola-2\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/anu-adegbola-2\" alt=\"Anu Adegbola\" width=\"140\" height=\"140\">\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Anu Adegbola<\/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=TheMarketingAnu&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\/themarketinganu\/\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        <span style=\"color: #212529; font-family: system-ui, -apple-system, 'Segoe UI', Roboto, 'Helvetica Neue', 'Noto Sans', 'Liberation Sans', Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji'; font-size: 16px;\">Anu Adegbola has been Paid Media Editor of Search Engine Land<\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, 'Segoe UI', Roboto, 'Helvetica Neue', 'Noto Sans', 'Liberation Sans', Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji'; font-size: 16px;\"> since 2024. She covers<\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, 'Segoe UI', Roboto, 'Helvetica Neue', 'Noto Sans', 'Liberation Sans', Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji'; font-size: 16px;\"> paid search, paid social, retail media, video and more.<\/p>\n<p>In 2008, Anu&#8217;s career started with<\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">\u00a0delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.<\/span><\/span><\/p>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">\u00a0<\/span><\/span><\/div>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">Outside editing Search Engine Land article she is the founder of PPC networking event &#8211; PPC Live and host of <\/span><\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">weekly podcast PPCChat Roundup.<\/span><\/span><\/div>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">\u00a0<\/span><\/span><\/div>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.<\/span><\/span><\/div>\n<\/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><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/google-shakes-up-ad-auction-dynamics-for-holiday-shopping-447646\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Google is changing how PMax and Standard Shopping campaigns compete, requiring advertisers to adjust strategies during this holiday shopping season. Google is rolling out changes to how Performance Max and Standard Shopping campaigns compete in ad auctions, starting in October. Key changes: Performance Max will no longer automatically trump Standard Shopping campaigns Highest Ad Rank&#8230;<\/p>\n","protected":false},"author":1,"featured_media":641687,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2022\/06\/shutterstock_558937468.jpg","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[26293,107942],"class_list":["post-641686","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-google","tag-ppc"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/641686","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=641686"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/641686\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/641687"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=641686"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=641686"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=641686"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}