The year 2020 was undeniably challenging for many reasons. Beyond the global pandemic and other events, 2020 also brought significant changes to the world of PPC. As the year ends, I’d like to review these changes and offer resources to help you catch up if you missed any.

We’ll focus on seven noteworthy developments in the PPC industry, including:

• Restrictions on Search Terms Reports, Gmail ads, and Google Ads text options.
• The introduction of Google Analytics 4 and Discovery Campaigns.
• Facebook’s ad policies addressing misinformation and the 2020 election.
• The impact of the iOS update on Facebook advertising. We’ll also explore updates beyond the Facebook/Google landscape, covering platforms like LinkedIn, Quora, and YouTube.

Key PPC Developments in 2020

While not exhaustive, this list highlights the marketing and advertising trends within PPC that are most likely to shape your paid strategies in 2021.

1. Reduced Visibility of Search Queries in Google Ads

September brought news that Google would limit Search Query report data to only those queries “searched by a significant number of users”. To be frank, this feels like a slap in the face.

While it might seem reasonable at first glance, restricting advertisers’ access to query data makes it harder to ensure efficient ad spending and target relevant audiences.

Numerous articles discuss the impact of this change on accounts. For instance, one and another provide valuable insights. The key takeaway is to prioritize keyword relevance, regularly review visible search queries, and accept that limited insights are the new norm.

2. Arrival of Google Analytics 4 (GA4)

October saw Google announced with the announcement of GA4, a redesigned Google Analytics experience with enhanced features.

This new platform introduces several changes, notably in report organization, aiming for improved user-friendliness. However, as with any platform overhaul, there will be a learning curve as users adjust to the new layout and features. Furthermore, GA4 integrates mobile app and website data into a single platform, a significant development for companies with mobile apps. This streamlines optimization, which was previously hindered by separate platforms. Here’s one of the best overviews of GA4 provide early insights, but more articles are expected as users become familiar with GA4.

3. Introduction of Discovery Campaigns and Removal of Gmail Placements

In June 2020, Google finally launched Discovery Campaigns after over a year of anticipation, marking the first truly new campaign type in recent times.

Discovery campaigns allow advertisers to reach audiences across new placements such as YouTube Home and Watch Next feeds, Gmail Promotions and Social tabs, and Discover.

This is particularly significant for Gmail advertisers because those placements are now going away, making Discovery campaigns one of the few remaining avenues to connect with this audience.

To explore Discovery Campaigns, this article is a good place to start offers a great starting point.

4. Google Ads Begins Hiding Text Options

In a move reminiscent of the Search Query data limitation, many advertisers noticed in late August that the text ad creation option was missing from their accounts. Following widespread confusion and criticism, Google confirmed this was a test aimed at encouraging wider adoption of Responsive Search Ads.

Despite confirmation of a test, this move strongly suggests that Expanded Text Ads may be phased out. It’s prudent for advertisers to begin testing Responsive Search Ads (if not already doing so) and identify the most effective options for their accounts.

5. Lead Generation Updates on Non-Duopoly Platforms

Moving beyond the realm of Facebook and Google, 2020 witnessed several updates to lead generation features across other platforms. Firstly, LinkedIn finally enabled advertisers to create remarketing lists based on how users engaged with your lead generation forms. This long-awaited feature allows for creating lists of users based on form engagement and submission, enabling targeted advertising, exclusions, and lookalike audience creation. Additionally, Quora and YouTube both introduced lead generation forms on their platforms. In an environment where privacy concerns and cross-device tracking pose increasing challenges, lead generation forms offer a valuable way to capture user data directly within platforms, reducing reliance on conversion tracking for performance insights.

6. Facebook Takes Action Against Misinformation and Restricts Social Issue Ads During the Election

This year, Facebook took steps to address the spread of misinformation on its platform through two key measures: personal verification and a temporary ban on social issue ads.

First, advertisers running ads in sensitive categories were required to verify their identity with the platform. This involved submitting identification documents like passports or driver’s licenses and receiving physical mail at a designated address for verification.

Second, Facebook implemented Facebook put a limit on running any social issues ads surrounding the US election. This ban, initiated in late October and extending through the November election, initially paused and later indefinitely suspended all social issue ads. While there was hope for reinstatement on December 11th, the latest updates indicate an indefinite suspension. While this doesn’t affect all advertisers, it significantly impacts organizations, particularly non-profits, involved in social issue campaigns. Those planning media strategies for such efforts should explore alternatives beyond Facebook and Instagram’s ad platforms.

7. Apple iOS Update Impacts Facebook Advertising

While still unfolding, the implications of Apple’s iOS 14 update are significant. This update requires apps to Apple will require apps to ask permission.

In essence, Facebook is concerned (and rightfully so). This means Facebook’s potent ad targeting, customization, and conversion tracking capabilities could be severely limited or even rendered ineffective in many cases. For advertisers, this translates to potential declines in Facebook Ads performance in 2021. This could be attributed to less precise targeting, mismatched creatives, or limited conversion insights hindering Facebook’s optimization algorithms. While this situation is still developing, here’s a great, quick guide provide valuable information for advertisers and guidance on communicating these changes to clients.

Adapting to the 2020 PPC Landscape

This list, while not exhaustive, covers the most impactful changes for future ad campaigns. Whether your focus is lead generation, Search ad optimization, or Facebook marketing, 2020 brought its share of challenges and opportunities. Understanding these changes is crucial for success in the evolving PPC landscape.