?? Paid Media Collective: PPC News (W5)

?? 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. 147 - Jan 27th to Feb 2nd]

?? 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.

We understand that repetitively analyzing your accounts to identify underperformers takes up valuable time—time you’d rather spend on something else…

TrueClicks lets you define underperformers, so you can set custom filters and rules to automatically:

• Pause underperforming keywords.
• Add underperforming search terms as an exact match negative to a negative keyword list of your choice.
• Add underperforming placements to a placement exclusion list of your choice.

Start saving time and wasteful spend with a free account ?

?? Trending

Google Expands Demand Gen with New Controls, Reporting & Creatives

Google is rolling out key updates to Demand Gen campaigns. In March, advertisers will have been able to control ad placements across all surfaces, with the Google Display Network (GDN) inventory now available for image ads. This matters because we can :

• opt-out from networks such as the Display Network or Gmail Ads
• finally, select YouTube Shorts.

A new "conversions (Campaign Type)" reporting column in beta align measurement with social platforms. Creatively, vertical image ads for Shorts and auto-shortened video ads are launching. [LinkedIn]

?? 1st Contributor: Ginny Marvin

Meridian: a New Open-Source MMM Framework

Meridian is a new?open-source Marketing Mix Modeling (MMM) framework that?offers advertisers a customisable way to measure marketing impact and ROI and optimise budgets. Built on?Bayesian methodology, it emphasises?transparency and actionability, enabling brands to develop in-house models for data-driven decisions.

[GitHub / Learn more]

?? 1st Contributor: Christoph Scherf

[Read more from Benjamin ETIENNE 's article: Here]

?? Paid Search Edition

?? Google Ads

Google Expands Demand Gen With Product Feeds and Local Offers

Google is rolling out new Demand Gen features for retailers, integrating product feeds to enhance product discovery. Shoppers will be able to access full product details directly from ads, creating a seamless browsing experience.

Additionally, local offers will display real-time in-store product availability, helping advertisers drive online sales and foot traffic. Omnichannel bidding will further optimize conversions across digital and physical storefronts. Beta access is available through Google account representatives. [Google]

Google’s Video Action Campaigns to Transition to Demand Gen by July

Google is phasing out?video action campaigns (VACs)?in favour of?Demand Gen,?which has a structured migration plan. In March, an upgrade tool will help advertisers apply VAC settings to new Demand Gen campaigns.?

By April, advertisers will no longer be able to create new VACs. All remaining VACs will be?automatically transitioned?to Demand Gen. Google?recommends manual migration?before July to maintain control over campaign settings. [Google / LinkedIn]

?? 1st Contributor: Konstantinos Papadopoulos

Google Ads Rolls Out "Tagging Appointments" for New Accounts

Google Ads allows advertisers to "book a tagging appointment" directly from their account. This move suggests a push for improved measurement and first-party data strategies, helping businesses set up GA4 and Google Tag Manager and enhanced conversions correctly. [LinkedIn]

?? 1st Contributor: Natasha Kaurra

Google Ads Now Enforcing Service Restrictions Under Policies Violation

For the first time in 14 years, Google Ads services can now be restricted based on policy violations. While the policies were introduced last year, enforcement has only recently begun. Advertisers should review compliance guidelines closely to avoid disruptions to their campaigns. [LinkedIn]

?? 1st Contributor: Natasha Kaurra

Google Confirms API Placement Exclusions for PMax Campaigns

After months of claiming API placement exclusions don’t work for Performance Max (PMax) campaigns, Google has reversed its stance following an experiment by Optmyzr. The study found that exclusions applied via API were fully respected, contradicting Google’s prior documentation. This revelation gives advertisers greater control and efficiency over their campaigns. [Optmyzr]

Ginny Marvin did some digging into their systems and came up with the following response:

?? 1st Contributors: Aayushi Bhandari / Mari B.

Supporters: Navah Hopkins / Ginny Marvin

Google Restores Filtered Product Downloads in Merchant Center

After nearly six months, Google has reinstated filtered product downloads in Merchant Center, fixing a major issue introduced with Merchant Center Next. Previously, merchants were forced to download entire product feeds, making reporting and troubleshooting cumbersome. This long-overdue update brings back a crucial feature, though questions remain about why it was removed in the first place. [FeedArmy]

?? 1st Contributor: Emmanuel Flossie

YouTube Tests Cost-Per-Hour Masthead for Advertisers

YouTube is piloting a Cost-Per-Hour (CPH) Masthead, allowing brands to own the platform’s top ad space for specific hours. This shift gives advertisers 100% share of voice across all devices during key moments like product launches and major announcements. While pricing details remain undisclosed, the model offers predictable budgeting and greater timing control. [SEJ]

?? 1st Contributor: Anu Adegbola

Google Merchant Center Updates File Uploader Window

Google has refreshed the file uploader window for manually uploading product feeds and product review feeds in Google Merchant Center. The update brings a new look, potentially improving usability and streamlining the upload process. [Source]

?? 1st Contributor: Hana Kobzová

Google Ads API

Google Ads API to Remove Search Subcategory Data

Starting March 3, 2025, Google Ads API and Scripts Search Term Insight Reports will no longer include search subcategories, aligning with recent UI changes.

?? What you need to do:

• Expect empty values for segments.search_subcategory.
• Please make sure your code handles missing values.
• Consider removing segments.search_subcategory from queries?

For support, reach out via the Google Ads API team. [Google Ads]

?? Spotted In the Wild

Google Vehicle Ads Spotted in Spain – Expansion Underway?

Google's Vehicle Ads may expand, as a live ad was spotted in Spain. Currently available in the U.S., Canada, and the U.K., these ads allow car dealers to showcase passenger vehicles in Search and soon on the Display Network. Advertisers must use Performance Max campaigns with a vehicle feed in Google Merchant Center to run these ads. This could signal a broader rollout beyond the limited beta. [LinkedIn]

?? 1st Contributor: Thomas Eccel

Google Tests AI-Generated Backgrounds for Shopping Ads

Google is testing AI-generated backgrounds for Shopping Ads to make product images more engaging. While products remain unchanged, AI-created backgrounds will be added, with human reviews before launch. Advertisers can opt-out by submitting their Merchant Center ID and Google Ads Customer ID via a provided form. [LinkedIn]

?? 1st Contributor: Samantha Noble

Google Testing Image Filters in Search Results

Google appears to filter search results with images, a potential new feature. If this is your first time seeing it, it could be part of an experimental rollout or a broader UI update. [X]

?? 1st Contributor: Sachin Patel

Google Ads Now Embedding Location Assets in Image Carousels

Google Ads now displays location assets as image assets within ads, allowing users to get directions directly from the ad. This update also includes a blue radius on maps indicating user location and more frequent Local Services Ads (LSAs) in the main map pack. With recent stricter GBP guidelines and enforcement, this shift signals a deeper integration of location-based targeting—exciting yet slightly unsettling. [X]

?? 1st Contributor: Anthony Higman

?? Tips of the Week

AI-Powered Google Ads Scripts: From Automation to Intelligence

A year ago, I built an AI-driven Google Ads script that didn’t just collect data—it analyzed insights and wrote back. Traditional scripts monitored budgets and quality scores, but this integrated OpenAI for deeper intelligence.

This led to the 4Cs framework for scripts:

? CHECK: Monitor & Alert

?? CHART: Visualize data

?? CHANGE: Automate actions

?? COGNITION: Think & generate insights

The key? Understanding the problem, not just the code. The future belongs to those who can articulate what they need and think in systems. [LinkedIn]

?? 1st Contributor: Mike Rhodes ??

JSON-Based Prompting Enhances AI Accuracy

Using JSON for AI prompts improves clarity, consistency, and efficiency by structuring input in a format AI understands better. This method reduces ambiguity, enhances response accuracy, and simplifies structured research and marketing strategy development workflows. JSON-based prompts can streamline AI interactions, making them more precise and scalable. [LinkedIn]

A small example: JSON for a Marketing Strategy Assistant

{
 "goal": "Develop a Marketing Strategy Assistant that helps create and refine marketing strategies.",
 "instructions": {
 "step_1": "Analyze business objectives and align marketing strategies.",
 "step_2": "Provide data-driven recommendations based on market trends.",
 "step_3": "Suggest potential marketing channels and ad formats.",
 "step_4": "Identify KPIs and recommend tracking mechanisms.",
 "step_5": "Optimize and iterate for continuous improvement."
 }
}        

?? 1st Contributor: Simone Grisorio

?? Resources

Free Google Ads Labelizer with Sale Date Blackout Feature

A?free Google Ads labelizer?with a?sale date blackout setting, sound good! This setting?prevents temporary sales data from skewing long-term segmentation, ensuring more accurate insights by excluding sale-period anomalies. The tool has advanced features, and more details will be revealed soon. [PPCLeap]

?? 1st Contributor: Ibrahim Kurmywal

Image Credit: Joey Bidner

?? 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.

We understand that repetitively analyzing your accounts to identify underperformers takes up valuable time—time you’d rather spend on something else…

TrueClicks lets you define underperformers, so you can set custom filters and rules to automatically:

• Pause underperforming keywords.
• Add underperforming search terms as an exact match negative to a negative keyword list of your choice.
• Add underperforming placements to a placement exclusion list of your choice.

Start saving time and wasteful spend with a free account ?

?? Measurement Edition

Update on Privacy & Messaging for Country-Specific Consent Controls

Google now allows publishers to configure European regulations messages in Privacy & Messaging per country, including the option to display or hide the "do not consent" button. This update provides flexibility to align with country-specific regulations while optimizing consent rates. Data shows that messages without a "do not consent" button increase consent rates. [Google]

Image Credit: Swipe Insight

Microsoft Clarity

HubSpot Integration with Smart Events

Microsoft Clarity now pushes Smart Events directly into HubSpot, allowing users to track automatic and custom-defined website interactions within their CRM. This update enables real-time user tracking, session recordings, and enhanced behavioural insights to optimize user experiences. With Clarity's predictive analytics and streamlined workflows, marketers can refine engagement strategies and boost conversions. [Microsoft Clarity]

?? 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.

We understand that repetitively analyzing your accounts to identify underperformers takes up valuable time—time you’d rather spend on something else…

TrueClicks lets you define underperformers, so you can set custom filters and rules to automatically:

• Pause underperforming keywords.
• Add underperforming search terms as an exact match negative to a negative keyword list of your choice.
• Add underperforming placements to a placement exclusion list of your choice.

Start saving time and wasteful spend with a free account ?

??? Programmatic Edition

?? Display & Video 360

New Disney Certification & Live Sports Advertising

Google’s Display & Video 360 is now officially certified by Disney Advertising, making it one of the first demand-side platforms (DSPs) to achieve this milestone. Alongside this, biddable deals for live sports have been introduced, giving advertisers greater control and precision in reaching live audiences. This move strengthens programmatic capabilities in premium live content. [Disney]

OBA Compliance is Rebranded to "Ad Badging"

Google has rebranded its OBA compliance setting in Display & Video 360 to Ad badging, transparency, and reporting, enhancing advertiser transparency and user control. The update includes expanding the "About This Ad" feature to all ad formats, providing users with more insights and reporting options. New advertisers automatically opt-in, while existing ones must review compliance requirements by February 12, 2024. A temporary opt-out option is available for partners using alternative compliance solutions. [DV360]

Upcoming Changes to DV360 and Campaign Manager 360 in Q1 2025

Google is rolling out major updates across Display & Video 360 and Campaign Manager 360, including feature deprecations and reporting adjustments. [DV360]

Google Ads Introduces Network Code Control in IMA DAI SDK

Google’s IMA DAI SDK now supports passing a network code parameter for full-service stream requests in LiveStreamRequest and VODStreamRequest classes. This update ensures Ad Manager settings—such as programmatic limited ads—are respected. Developers can implement this across HTML5, Android, iOS, tvOS, Chromecast, and Roku for better ad identifier control. [Google Ads Developer Blog]

?? Paid Social Edition

Meta Ads

Meta Adds Messenger Follow-Up for Instant Forms

Meta lets businesses automatically start Messenger conversations with leads after Instant Form submissions.

?? Leads can opt-in via a checkbox (easy to miss).

?? If enabled, a chat starts instantly, including their contact info.

?? Best for real estate, auto, and sales reps—less ideal for lead magnets.

You should test the impact before fully adopting. [Jon Loomer]

?? 1st Contributor: Jon Loomer

Meta Adjusts 'Flexible Media' for Image Ads

Meta will no longer crop image ads if it risks cutting out key objects or text. While Flexible Media still resizes images for placements, it now prioritizes content integrity.

?? Video ads remain unaffected—cropping may still occur. You can disable?Flexible Media?in the?Ad Creative?section to prevent this. [LinkedIn]

?? 1st Contributor: Bram Van der Hallen

Meta Retires Audience Type for Advantage+ Catalogue

Meta is phasing out the Audience Type selection feature in manual Advantage+ catalogue sales campaigns. Advertisers can fine-tune targeting for prospecting, retargeting, cross-selling, and upselling directly in the Ad Set settings. Soon, this functionality will only be accessible via catalogue-based custom audiences in the Audiences interface. While no official timeline has been announced, this move aligns with Meta’s shift toward AI-driven broad targeting. [LinkedIn]

?? 1st Contributor: Dario Zannoni

?? Amazon Ads Edition

Amazon Adds Geographic Insights to Vendor Central Sales Reports

Amazon has enhanced Vendor Central sales reports with new geographic filtering options, allowing vendors to analyze sales by city, state, country, and postal code. This update helps sellers identify top-performing regions, optimize inventory allocation, and improve shipping cost forecasting. Vendors can access these insights via the Sales Report's?‘View By’ menu. [LinkedIn]

?? 1st Contributor: Himanshu Verma

Amazon Expands DSP API Access Worldwide

Amazon has expanded its DSP campaign management API globally, enabling advertisers in all DSP-supported regions to integrate with third-party tools for streamlined automation. This update enhances campaign setup, optimization, and efficiency, strengthening Amazon’s programmatic advertising capabilities. [Amazon Ads]

?? Marketing Industry Edition

?? Advertising News

Microsoft Bets Big on AI Despite DeepSeek’s Disruption

Microsoft is?investing $80B in CapEx?this year, doubling down on AI, while?DeepSeek’s low-cost AI model?has sent shockwaves through the market. Investors fear?cheaper AI?could weaken demand for high-end chips and cloud services, causing AI stocks to plunge.

But Satya Nadella isn’t worried. He cites?the Jevon paradox—efficiency fuels?higher?demand, not less. Microsoft’s Q2 FY25 earnings reflect this:

? AI revenue hit $13B

? LinkedIn: +9%

? Search & News Ads: +21%

[Microsoft]

?? 1st Contributor: Bertrand Seguin

Snapchat+ Launches Ad-Free Platinum Monthly Plan

Snapchat+ Platinum Monthly Plan removes Sponsored Snaps, Story, and Lens ads for a seamless experience. Users may still see sponsored places and My AI responses. Available via the Snapchat+ banner in your profile, with subscriptions managed through iOS and Android app stores. [Snapchat]

Image Credit: Swipe Insight

?? Privacy & Compliance

US Navy Bans DeepSeek Over National Security Concerns

The US Navy has officially prohibited using the Chinese AI platform DeepSeek, citing national security and ethical risks. DeepSeek’s rapid rise and cost-effective AI models have unsettled competitors and investors, even prompting a trillion-dollar AI market sell-off earlier this week.

Despite the ban, President Donald Trump called DeepSeek’s advancements a "positive thing," fueling further debate over China's role in AI innovation. [Economic Times]

South Korea Investigates DeepSeek Over User Data Practices

South Korea's Personal Information Protection Commission is set to request details from DeepSeek regarding its handling of personal user data. The Chinese AI model is already under scrutiny in France, Italy, and Ireland, with regulators assessing its compliance with data privacy laws. The move reflects increasing global concerns over AI-driven data usage as governments push for greater transparency and accountability. [Reuters]

X Expands Lawsuit Over Advertiser ‘Boycott’ to Include Major Brands

X (formerly Twitter) has widened its antitrust lawsuit, now naming Nestlé, Lego, Pinterest, Colgate, Shell, and others. The suit alleges these companies joined an organized advertiser boycott led by the World Federation of Advertisers (WFA) and its now-defunct Global Alliance for Responsible Media (GARM). X claims the boycott has driven down ad demand and pricing, further impacting its struggling revenue. [TechCrunch]

GDPR Enforcement Falls Short: Only 1.3% of Cases Lead to Fines

Despite GDPR's promise of strict data protection, only 1.3% of cases before EU Data Protection Authorities (DPAs) result in fines, according to a new analysis by noyb. Many cases drag on for years without resolution, raising concerns over enforcement effectiveness. Experts argue that monetary fines drive compliance, yet DPAs often opt for settlements or dismiss cases. [noyb]

?? AI Developments

OpenAI Launches Deep Research in ChatGPT

OpenAI’s Deep Research, now in ChatGPT Pro, autonomously conducts multi-step web analysis, synthesizing vast data with precise citations. Powered by?OpenAI’s o3 model, it aids finance, science, and policy professionals in delivering?detailed reports in minutes. Coming soon to Plus and Team users. [OpenAI]

China Unveils Qwen 2.5 VL, Pushing Open-Source AI to New Heights

Following DeepSeek and Kimi, China has introduced Qwen 2.5 VL, an advanced agentic model rivalling Claude Sonnet 3.5, Gemini-2 Flash, and GPT-4o. The model enables developers to build AI agents similar to OpenAI Operator for a fraction of the cost—around $200/month. Fully open-source, Qwen 2.5 VL signals China’s growing influence in the AI race. [LinkedIn]

Image Credit: Khizer Abbas

?? 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.