Gil Hong

Paid Media Strategist | Speaker: Hero Conf, State of Search, MKESearch, UtahDMC | Observer and Ponderer of Many Things | Regular @ #PPCChat

[Gil Hong @_GilHong]

@NeptuneMoon Let's hope they don't test out a voting system or some sort of social proof point...

[Gil Hong @_GilHong]

@AkvileDeFazio Great running in to you too! Always happy to see a familiar face at conferences

[Gil Hong @_GilHong]

#brightonseo In case you're looking for the video @danaditomaso mentioned on comparing YoY GA4+UA data during the Analytics panel.

[Dana DiTomaso danaditomaso.bsky.social @danaditomaso]

I bet you didn't set up GA4 a year ago. But yet, you probably have to report on year-over-year traffic, right?

Here's how to do that (step by step with video!): https://t.co/JCdSA1A8ZT

[Gil Hong @_GilHong]

@PPCKirk @dannysullivan If SEOs are goblins, what does that make us?! 😂

[Gil Hong @_GilHong]

Finally made it to #BrightonSEO
Where my #ppcchat folks at!

[Gil Hong @_GilHong]

@Realicity @beyondcontent @NeptuneMoon @duanebrown @PPCKirk Definitely needs a disclaimer or foot note on ideal conversion volume and conversion windows!

[AdsLiaison @adsliaison]

Some advertisers have noticed our system making changes to GA4 conv actions in their Google Ads accounts. This is the conversion swapping piece of the Setup Assistant migration process with the turndown of Universal Analytics: https://t.co/a2T2n66OCg 1/3

[Gil Hong @_GilHong]

@NeptuneMoon Glad you can breathe a sigh of relief!

[AdsLiaison @adsliaison]

There’s been some confusion about brand safety controls & reporting supported in PMax.
So I want to share a rundown of important levers available to help you control the types of content your PMax ads can appear next to in Search, Shopping, Display & Video inventory.

First up …

[Gil Hong @_GilHong]

@NeptuneMoon Ugh that's a deal breaker for me.

[Gil Hong @_GilHong]

Hopefully we don't have to have 30 conversations ( conv.) per month for it to learn 😂

#ppcchat

[Julie F Bacchini @NeptuneMoon]

Google Ads has an AI assistant in beta in help section.

Comes w disclaimer "While I know a lot, I'm still learning and may make some mistakes. If I do, please leave feedback so I can learn." 😬😳

Presumably, how would someone seeking help know if the help is wrong? #PPCChat

[Gil Hong @_GilHong]

Awesome data analysis! I've often found variances in the minimum conversion threshold depending on budget saturation and competitor landscape (i.e. budgets covering +50% of impr. share and competitors selling the exact same product)

#ppcchat

[Mike Ryan @mikeryanretail]

How much data does PMax need to work? This Q comes up constantly and I've seen answers from 15 monthly conversions to 100. So I pulled together 14,000 data points to find out.

#ppcchat

[Gil Hong @_GilHong]

This is also my assumption of how it works as well.

One big difference is that GA4 doesn't have enhanced conversions capabilities that the Google Tag has, so depending on your typical user journey this could be inflated/deflated vs. GA4.

#ppcchat

[Kirk Williams @PPCKirk]

This is how I currently see it, so I need someone to help me know if I'm mistaken here:

My assumption is “yes” they would be different since Google Ads DDA is primarily trying to determine attribution credit between ad clicks, and GA4 DDA is primarily concerned about the entire funnel (all sources), so the credit would be doled out differently.

I.e., if someone visits 10 times before purchasing, 5 of those are ad clicks, then:

🤖 Google Ads will divide the 100% conversion credit between the 5 ad clicks.

📊GA4 will divide the 100% conversion credit between all 10 traffic sources

Since the second would be more accurate (IMO), it makes sense that GA4 DDA could become more reliable and potentially do a better job of actually identifying value of traffic sources over time since it is actually looking at the full funnel.

What am I missing in this??? Love for an analytics/attribution expert to weigh in.

[Gil Hong @_GilHong]

@beyondthepaid @NeptuneMoon Sometimes I feel like I see less than 15% of my actual search queries lol

[Gil Hong @_GilHong]

@NeptuneMoon Ugh that is the worst news! Definitely motivating me to find alternatives.

[Gil Hong @_GilHong]

Anyone else get ambushed by GoogleAds UI redesign?

#ppcchat

[Gil Hong @_GilHong]

@andreacruz92 @NeptuneMoon Happy birthday @NeptuneMoon !!!!

[Gil Hong @_GilHong]

@PPCKirk It's likely the same reason we don't have multi channel attribution in GoogleAds. They want to keep things as neat and tidy within their sandbox only.

[Gil Hong @_GilHong]

@PPCKirk Considering my inbox has an embarrassingly high amount of unopened emails, I've fear I've already become blind to rare 1-off emails from sources that tend to send spam. Though I could see this working with rare push notifications or sms.

[Gil Hong @_GilHong]

Also good to consider what ROAS is based on. Are profit margins factored in, rate of returns, customer lifetime value, multi channel attribution?

#ppcchat

[Kirk Williams @PPCKirk]

Google: you should always be willing to spend more if you're hitting a certain campaign ROAS target right? Sky's the limit.

Actual Brand: my supplier can't keep inventory and I'm figuring that out, so please don't spend more.

Real business is messy. #ppcchat