?? Paid Media Collective: PPC News (W4)

?? About PPC News ??♀?

PPC News is a collaborative project that aims to provide a free, unbiased, expert-curated resource for the latest PPC insights.

Please think of us as your guide in the dynamic world of PPC, highlighting new talents, innovation, and the essential role of paid media experts.

Have a great week ahead! ??

?? Paid Media Collective

[Issue No. 146 - Jan 20th to Jan 26th]

?? Our Supporting Partner

Today's newsletter is presented by TrueClicks, your extra pair of eyes to stay on top of your Google & Microsoft Ads accounts like never before.

Isn’t it frustrating when Google Ads keeps pushing irrelevant recommendations?

Tired of dismissing the same suggestions over and over just to hit the 70% OptiScore your agency needs for Partner status? Our Auto-dismiss Google recommendations feature is just one of many huge time (and annoyance) savers.

Want to see what else you can automate with TrueClicks?

Create a free account and find out! ?

?? Trending

Google Ads Unveils New Performance Max Features for 2025

Google is rolling out new controls and reporting enhancements for Performance Max campaigns, including campaign-level negative keywords, demographic exclusions, and device targeting. Retail advertisers can manage brand exclusions separately for Search and Shopping ads, while “URL contains” rules expand to product feed campaigns.

Enhanced reporting introduces a search theme usefulness indicator, a source column for query insights, and detailed asset group segmentation with downloadable performance data. These updates aim to improve transparency and control for advertisers leveraging Performance Max. [Google Ads]

Expert Perspective

?? Campaign-level negative keywords rolling out to all advertisers

This has been promised for a while and at this point isn't "new" - it's just making good on the promise that we don't need to use the form anymore. I suspect it continues to be hyped because users aren't using negatives/exclusions despite it being a big request.

?? Search themes usefulness indicator

I think this is one of the best updates on the list. Based on Optmyzr's data, accounts who used search themes saw worse performance than those who didn't. I believe this is a human error issue, not a tool issue. Getting data on whether a search theme is helpful to your campaign seems a great way to avoid that.

Read the full review from Navah Hopkins

GA4 Adds Cross-Property Report Sharing

Google Analytics now allows users to copy library reports and explorations across properties. Of course, "with limitations if you use any custom dimensions ??"

This update simplifies workflows, enabling consistent reporting and analysis across multiple properties without manual recreation. [Google Analytics]

?? 1st Contributor: Josh Silverbauer

Supporter: Jenny Palmer

Meta Begins Testing Ads in Threads

Meta has launched a limited test for ads in Threads for the past five months (first reported by Bram Van der Hallen ). This test enables businesses to extend campaigns across Meta apps with minimal effort. This move matters because Meta now leverages Threads's 300 million active users. [Meta]

Advertisers can include image ads in the Threads feed by checking a box in Ads Manager. The test incorporates brand safety measures, such as inventory filters, and gives users controls to personalize their ad experience. [LinkedIn]

?? 1st Contributor: Bram Van der Hallen

?? Paid Search Edition

?? Google Ads

?? Search Max: The Newest Match Type?!

Google is "testing" Search Max, a dynamic approach to keyword campaigns. It uses keyword inputs, ad text, and website content to optimize ad and landing page relevancy. Unlike DSA, which bypasses the keyword structure entirely, Search Max retains keyword alignment while dynamically adjusting ad text and landing pages for each query.

With a more sophisticated use of machine learning than Broad Match, Search Max serves ads on related queries by better understanding user intent and context, offering a smarter and more precise targeting solution. [LinkedIn]

Google’s Search Max pilot aims to streamline search ads by testing and introducing new settings, controls, and enhanced reporting. Combining the strengths of Broad Match, Dynamic Search Ads (DSA), and Performance Max Search, it offers expanded reach, AI-powered optimizations, and "greater transparency". The initiative includes advanced controls, URL exclusions, and improved reporting for actionable insights.

"The pilot is now closed." [Internal Sources]

My Take

• Always exercise caution; just because a pilot is present doesn't mean the feature will be fully released or function precisely as displayed. That responsibility lies with the Google product team to train it and validate the uplift in "revenue'.
• You may observe it in your accounts, but that merely reflects the UI/API presenting it. It does not indicate that it will impact your accounts or that you will automatically be opted in.
• Indeed, while this may signal the end of DSA, it is crucial to remember that Google Ads is a vast product that requires ongoing maintenance. Not all advertisers fully adopt DSA, which has begun incurring maintenance costs that are too high compared to Performance Max.

?? 1st Contributor: Heidi Sturrock

Google Ads Recommends More Specific Location Targeting

A new recommendation in the Google Ads UI encourages advertisers to make location targeting "more specific." This update aims to refine ad delivery and improve campaign relevance by suggesting granular targeting options.

While some advertisers question whether this was an intentional feature, the shift has been positively received as a move toward better-targeted campaigns. [LinkedIn]

?? 1st Contributor: Thomas Eccel

Conversions (Campaign Type) Column for Demand Gen Campaigns

Google Ads has launched the Conversions (Campaign Type) column in beta for Demand Gen campaigns. This feature isolates Demand Gen campaign performance from other Google campaigns and includes view-through conversions (VTC) for a more comprehensive view, aligning with industry standards. [Google Ads]

In this example, assume a campaign spend of $1000 USD, and each conversion is valued at $100 USD. Because Google typically doesn't factor in VTCs, the advertiser loses out on 20 additional conversions and the conversion values associated with it versus other advertising platforms that do count VTCs. This creates a large percentage difference between conversions and ROAS.

Target CPV and Multi-Format Ads for Video View Campaigns

Starting April 2025, new Video View Campaigns will adopt Target CPV bidding and multi-format ads, replacing the Maximum CPV strategy for new campaigns. This update aims to boost views by up to 40% within the same budget by allowing a mix of in-stream, in-feed, and Shorts ads for greater flexibility and cost efficiency. [LinkedIn]

?? 1st Contributor: Emirhan Bayutmu?

Google Ads Introduces Report Description Feature

Google Ads allows users to describe the report they need, and the platform generates it automatically. This new feature simplifies reporting by enabling faster access to customized data without manual setup. [LinkedIn]

?? 1st Contributor: Selina Naomi Patel

Google Grants

Performance Max Now Fully Rolled Out for Google Ad Grants

Performance Max campaigns are now fully accessible for Google Ad Grant accounts following a gradual rollout in December. Currently, ads run in Google Search and Google Maps when a Location asset is included, with the potential for expanded inventory.

This keyword-free campaign type uses audience signals such as customer match, remarketing, and custom audiences, allowing nonprofits to experiment and refine targeting strategies. [LinkedIn]

?? 1st Contributor: Jason King

Local Service Ads

Google LSA Adds Kitchen and Bathroom Remodeling Categories

Google is moving kitchen and bathroom services into new Kitchen and Bathroom Remodeling verticals. Advertisers have 14 days to opt-in, with Bathroom Remodeling possibly requiring a plumbing license. The change aims to improve lead quality and focus on high-value services. [LinkedIn]

?? 1st Contributor: Anthony Higman

Google Policies

Google Updates Cryptocurrency Ads Policy in South Africa

Starting February 12, 2025, Google will enforce stricter ad requirements for cryptocurrency-related businesses in South Africa. Exchanges and software wallet advertisers must register with the FSCA, obtain Google certification, and comply with local laws. Hardware wallet ads can promote storage but not trading services.

The policy applies to all accounts globally, and warnings will be issued before account suspensions, reflecting Google's commitment to regulatory compliance. [Google]

??? Microsoft Ads

Microsoft's Performance Max Pilot Introduces New Enhancements

Microsoft has announced new features for Performance Max (PMax) in an opt-in pilot program:

• Reporting Updates: View and export metrics by audience name or category alongside asset-level performance metrics.
• Conversion Value Rules: Optimize bids based on conditions like location, devices, and audiences to align with business goals.
• New Customer Acquisition Goals: Target or bid higher for new customers to refine campaign strategies.
• LinkedIn Audience Targeting: Leverage LinkedIn profiles as audience signals based on company, industry, or job function available in select markets.

These updates enhance transparency and control, giving advertisers more tools to optimize campaigns.

Read the full brief from Georgi Zayakov

?? 1st Contributor: Georgi Zayakov

Display & Video 360

DV360 Rolls Out PAIR Protocol to Boost Privacy and Insights

Google’s Display & Video 360 (DV360) has introduced the Publisher Advertiser Identity Reconciliation (PAIR) protocol for all advertisers. This protocol connects first-party data with publishers while safeguarding user privacy. Adopted as an IAB Tech Lab standard, PAIR is live on over 20,000 publisher domains, delivering enhanced campaign performance and cost efficiency.

Leveraging Google AI and tools like BigQuery, advertisers report significant ROI improvements, including a 25% boost in objectives with optimized targeting and a 60% lower median CPA with enhanced automation. [Google Marketing Platform]

Google Extends Deadline for Real-time Bidding Protocol Deprecation

Google has postponed the deprecation of its Authorized Buyers Real-time Bidding protocol to April 30, 2025, from the original date of February 15. Partners are transitioning to the OpenRTB protocol, with many reporting improved bidding performance. After the deadline, OpenRTB will be the sole supported protocol for Authorized Buyers, Open Bidding, and SDK Bidding, backed by Google's migration resources. [Google Ads Developer Blog]

?? Spotted In the Wild

YouTube Tests Larger Shopping Carousels on Mobile

Google Ads is piloting expanded YouTube Shopping Carousels, featuring swipeable Demand Gen Ads with product feeds. This update increases product visibility and engagement within the YouTube Home Feed, offering a seamless blend of shopping and entertainment. [LinkedIn]

?? 1st Contributor: Thomas Eccel

?? Resources

Shopify Guide for Adding Google Merchant Center User Agents

A new guide for Shopify users integrating Google Merchant Center user agents has been released. It provides step-by-step instructions for streamlining the setup process, enabling better synchronization between Shopify stores and Google Merchant Center.

?? 1st Contributor: Emmanuel Flossie

?? Our Supporting Partner

Today's newsletter is presented by TrueClicks, your extra pair of eyes to stay on top of your Google & Microsoft Ads accounts like never before.

Isn’t it frustrating when Google Ads keeps pushing irrelevant recommendations?

Tired of dismissing the same suggestions over and over just to hit the 70% OptiScore your agency needs for Partner status? Our Auto-dismiss Google recommendations feature is just one of many huge time (and annoyance) savers.

Want to see what else you can automate with TrueClicks?

Create a free account and find out! ?

?? Measurement Edition

Microsoft Clarity

Microsoft Clarity’s Google Ads Integration Raises Access Concerns

Microsoft Clarity now integrates with Google Ads. Despite initial concerns about permissions, it only allows reporting-only access to campaign data. Clarity uses a developer token to ensure it can only make read-only API calls, per Google's access level guidelines. This update aims to enhance reporting without granting campaign management control. [Microsoft Clarity Announcement /. LinkedIn]

?? 1st Contributor: Aldwin Neekon

Looker Studio

New Update for Looker Studio and Looker Data Sources

Looker Studio has introduced several updates to enhance user experience and data visualization.

• A new Is Any filter condition ensures that blank LookML filter values are interpreted correctly, allowing for more accurate default conditions.

• The Modern charts preview brings updated styling, default configurations, and settings to improve data presentation.
• Additionally, users can now sort pivot tables by any metric or calculated field, offering greater flexibility in data analysis. [Looker Studio]

?? Resources

GA4Dataform Team Launches Free Open Source Community

The GA4Dataform team has released a free, open-source community edition to simplify transforming raw Google Analytics 4 export data into structured, optimized tables ready for analysis. This tool can save time and effort for those managing complex GA4 datasets.

Developed by Jules Stuifbergen, Krisztián Korpa, Artem Korneev, Johan van de Werken, and Simon Breton, the solution is now available on GitHub for the analytics community.[GA4Dataform GitHub]

?? 1st Contributors: Jules Stuifbergen , Krisztián Korpa , Artem Korneev , Johan van de Werken , Simon Breton

Supporter: Ben Powis

?? Our Supporting Partner

Today's newsletter is presented by TrueClicks, your extra pair of eyes to stay on top of your Google & Microsoft Ads accounts like never before.

Isn’t it frustrating when Google Ads keeps pushing irrelevant recommendations?

Tired of dismissing the same suggestions over and over just to hit the 70% OptiScore your agency needs for Partner status? Our Auto-dismiss Google recommendations feature is just one of many huge time (and annoyance) savers.

Want to see what else you can automate with TrueClicks?

Create a free account and find out! ?

?? Paid Social Edition

Meta Ads

Meta Ads Introduces AI and Expands Business Tools

Meta is rolling out a 'Business AI' feature for Messenger and WhatsApp, allowing businesses to automate natural language responses through Meta Business Suite. Additionally, Meta is imposing new data-sharing restrictions, starting with 'Health & Wellness condition' data. Similar limits are expected in other sectors, such as finance and politics.

Other updates include improved column switching in Events Manager for viewing data usage or value metrics, and expanded access for business admins to manage custom conversions across accounts. [LinkedIn]

?? 1st Contributor: Bram Van der Hallen

Meta Launches Graph API v22.0 and Marketing API v22.0

Meta has released Graph API v22.0 and Marketing API v22.0, introducing updates like location targeting enhancements, new Instagram metrics, and stricter rules for customer list audiences in Special Ad Categories. Developers are urged to update impacted endpoints, as key features like Advantage+ Creative Enhancements and Detailed Targeting Exclusions face deprecation. The update includes a new Meta Business SDK release with sample code to simplify integration. [Meta]

As part of this update:

• Meta has announced the removal of Detailed Targeting exclusions from Marketing API v22, citing a 22.6% reduction in median Cost per Conversion during tests. Custom audiences in exclusions fields will be deprecated and replaced by account-level audience control exclusions. Developers must implement changes by April 21, 2025, to avoid endpoint errors like ad set creation and delivery estimates. Existing campaigns with exclusions will run until modified. [Meta]
• Meta is replacing several Instagram Graph API endpoints with streamlined IG User, IG Media, and IG Comment objects in API v22. Developers have until April 2025 to update integrations and January 2026 for Marketing API endpoints. These changes introduce new fields, enhanced insights with the "views" metric, and parity across API versions. Deprecated metrics like "impressions" will be phased out for newer media. Updates aim to simplify developer workflows while aligning API functionality with Instagram's app. [Meta]

TikTok Ads

TikTok Shop UK Launches AI-Powered GMV Max for Sellers

TikTok Shop UK has introduced GMV Max, an AI-driven tool that automates advertising campaigns, reducing setup time by half. The tool streamlines audience targeting, bidding, and creative selection, enabling sellers to focus on profitability and growth. Following a successful U.S. rollout, GMV Max aims to boost Gross Merchandise Value for over 200,000 UK small businesses, with early users reporting a 30% increase in GMV. [TikTok]

LinkedIn Ads

LinkedIn Develops Hybrid Data-Driven Attribution Model

LinkedIn has implemented a new hybrid attribution model, combining Multi-Touch Attribution (MTA) and Marketing Mix Modeling (MMM) for more accurate insights into the buyer journey. The platform integrates member- and company-level data using AI and Transformer-based models, enabling marketers to assess full-funnel campaign performance. Initial results indicate a 150x improvement in recognizing upper- and mid-funnel contributions and a 5% lift in marketing-driven revenue. The system is set to enhance LinkedIn's Marketing Solutions for advertisers. [LinkedIn Engineering Blog]

Snapchat & Reddit Ads

Snap and Reddit Offer Ad Incentives Amid TikTok Uncertainty

Snap and Reddit are introducing ad spend incentives as TikTok faces uncertainty. Snap offers 20% in free ad credits for advertisers spending over $100,000, while Reddit provides up to 15% back on ad spend exceeding $1 million, capped at $500,000.

Both platforms emphasize their ability to reach TikTok’s demographics, with Pinterest making similar pitches. While the incentives aim to attract advertisers, high spending thresholds and TikTok’s continued ad activity may limit uptake. TikTok's ad revenue remains significantly higher than that of its competitors. [The Information]

?? Amazon Ads Edition

Amazon Launches Scheduled Bid Rules for Key Events

Amazon's new bidding feature allows advertisers to schedule bid adjustments for specific events, enhancing ad spend efficiency during peak shopping periods. For example, advertisers can increase bids ahead of Valentine’s Day and spring sales to capture demand, then reduce bids post-event to maintain performance. This update aims to boost visibility and ROI while minimizing manual effort. [LinkedIn]

?? 1st Contributor: Pratyay A.

Amazon Ads Enhances Filtering for Sponsored Products

Amazon Ads makes it easier to toggle between "Sponsored Products" and "Everything Else" in campaign filters. This update caters to frequent advertiser needs, streamlining navigation and improving workflow efficiency. [LinkedIn]

?? 1st Contributor: Stephen Noch

?? Marketing Industry Edition

Ad Spend Growth Predictions Highlight Connected TV and Social Media

Connected TV (CTV) and social media are projected to see the highest YoY ad spend growth through 2025, with CTV increasing by 18.4% and social media by 16.3%. Paid search, digital video (excluding CTV), and podcasts also show strong growth trajectories, reflecting a continued shift toward digital channels.

In contrast, traditional media, including radio, print, and linear TV, is expected to decline, with linear TV ad spending dropping 12.7%. The data underscores the ongoing evolution of ad budgets toward digital-first strategies. [IAB]

Image Credit: Benjamin W.

The Media Industry Faces a "Motherhood Penalty"

A recent report reveals a concerning trend: women aged 40+ leave media agencies at higher rates, often coinciding with matrescence—the transition to motherhood. Women taking six months or more of parental leave earn 16.9% less in leadership roles, highlighting a persistent "motherhood penalty."

The industry must address structural challenges like pay disparity, flexible work policies, and outdated leadership models to retain top female talent. A more inclusive culture is crucial for supporting women through motherhood and fostering workplace equality. [Factional/Talent]

?? 1st Contributor: Neil Middlemass

?? Advertising News

The Future of TikTok: Saved or Condemned?

In recent developments, TikTok's status in the United States remains uncertain due to ongoing political and legal challenges. On January 17, 2025, the Supreme Court upheld the Protecting Americans from Foreign Adversary Controlled Applications Act, which mandates that TikTok's parent company, ByteDance, divest its U.S. operations by January 19, 2025, or face a nationwide ban. In response, TikTok briefly ceased operations in the U.S. on January 18 but resumed service after President Donald Trump issued an executive order delaying the ban's enforcement by 75 days to explore potential solutions. [Forbes]

Discussions are underway regarding the sale of TikTok's U.S. operations. President Trump has indicated that a decision is expected within 30 days, with companies like Oracle and investors such as Susquehanna International Group, General Atlantic, KKR, and Sequoia Capital expressing interest. Additionally, Perplexity AI has proposed a merger with TikTok's U.S. business, suggesting that the U.S. government could acquire up to a 50% stake in the new entity. [Reuters / AP News]

Despite these efforts, bipartisan political opposition to TikTok remains strong, with concerns centred on national security and data privacy. The situation continues to evolve as stakeholders seek a resolution that addresses these concerns while considering the app's widespread popularity among American users. [Financial Times]

?? AI Developments

DeepSeek's R1 Model: A New Chapter in Open-Source AI

DeepSeek has launched R1, a groundbreaking open-source AI model that challenges industry giants like OpenAI with a modest $6M budget. R1 was developed with just 2.78M GPU hours and "restricted Chinese GPUs" to achieve comparable performance to proprietary systems, showcasing efficiency and ingenuity.

R1 offers open weights, an MIT license, distilled models, and free API access, making it a commercially viable, affordable alternative. [DeepSeek / The Economist]

U.S. Unveils $500 Billion "Stargate" AI Investment Plan

The U.S. announced the $500 billion "Stargate" project, aiming to secure leadership in AI with massive infrastructure investments over four years. The initiative, led by SoftBank, OpenAI, Oracle, and MGX, starts with a $100 billion commitment to build AI data centres, 10 already under construction in Texas.

While Sam Altman emphasized AGI’s potential to create jobs and accelerate cures for diseases like cancer, specifics on job types and AI regulation remain unclear. The project underscores ambitious expectations but raises questions about oversight. [The Wall Street Journal]

Microsoft Expands Partnership with OpenAI for Stargate and Beyond

Microsoft has renewed its partnership with OpenAI through 2030 as part of the Stargate Project and broader AI collaboration.

Key terms include exclusive rights to OpenAI’s IP for products like Microsoft Copilot, API exclusivity on Azure, and mutual revenue sharing. Microsoft has also approved OpenAI's ability to build additional capacity for research and training.

This agreement deepens Microsoft’s investment in AI advancements while maintaining its role as a strategic partner. A significant Azure commitment from OpenAI will support their products and model development. [OpenAI, Microsoft Corporate Blog]

OpenAI Unveils Operator: A Browser-Based AI Agent

OpenAI has launched "Operator," a research preview agent that can perform browser tasks like filling out forms, ordering groceries, and more. Powered by the new Computer-Using Agent (CUA) model, it interacts with web interfaces by typing, clicking, and scrolling, offering users a hands-free experience for repetitive tasks.

Operator prioritizes safety with user control, task limitations, and privacy safeguards. Currently available to Pro users in the U.S., OpenAI plans to expand its capabilities and access, integrating it into ChatGPT. [OpenAi]

Perplexity AI Proposes New TikTok Merger Plan

Perplexity AI has submitted a revised merger bid for TikTok, offering up to 50% ownership to the U.S. government and planning a $300 million IPO. ByteDance may retain partial ownership under the proposal, which responds to a law mandating ByteDance to sell or face a U.S. ban. TikTok recently faced a temporary shutdown, but operations resumed following an extended deadline influenced by the Trump administration. [TechCrunch]

Perplexity Launches Sonar Pro API for Real-Time AI Search

Perplexity has introduced the Sonar Pro API, offering developers real-time generative search capabilities with enhanced accuracy and citations. It supports multi-step queries, customizable sources, and larger context windows, making it ideal for enterprises needing in-depth research tools. Early adopters like Zoom and Doximity report improved productivity and trust in their search applications. Sonar Pro leads industry benchmarks in factuality, combining real-time insights with the power of LLMs. [Perplexity]

Natural Language Data Preparation to BigQuery with Gemini

Google has integrated Gemini into BigQuery Studio, enabling users to prepare data using natural language prompts instead of SQL queries. Features include automated transformation suggestions, SQL generation, and support for filtering, column management, and join operations. This innovation simplifies workflows, offering accessibility to users without extensive SQL expertise while maintaining robust data preparation capabilities. [Google Cloud]

Image Credit: Swipe Insight

?? Privacy & Compliance

Safari Technology Preview 212 Adds Partitioned Cookies Support

Safari Technology Preview 212 supports cookies with the"Partitioned" flag, aligning with the Privacy Sandbox proposal CHIPS. This opt-in feature allows third-party cookies with the flag to bypass default blocks. It enables partitioned storage, ensuring cookie values are tied to the specific combination of the site setting, the cookie, and the site being navigated.

The update brings Safari closer to Chrome’s CHIPS implementation while differing from Firefox, where strict ETP mode partitions cookies by default. Although not yet part of Safari’s stable release, this feature could enhance privacy while maintaining some third-party cookie functionality. [WebKit / LinkedIn]

For example, if you visit simoahava.com and a request is sent to google.com that sets a 3P cookie with the "Partitioned" flag, that cookie can be read by google.com while the user navigates simoahava.com. However, if you then visit teamsimmer.com and another request is sent to google.com, that cookie is not included in the request, because the combination of teamsimmer.com<>google.com is not the same as simoahava.com<>google.com.

?? 1st Contributor: Simo Ahava

?? That's it for this week!

Now, you are ready to kick-start your week with all the knowledge unpacked.

Hopefully, with a bit of comfort and some new ideas in mind.