?? Paid Media Collective: PPC News (W6)

?? 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! ??

Before We Start

? 10th Annual PPC Salary Survey Now Open

Duane Brown’s?Anonymous PPC Salary Survey?is back for its exciting?10th edition.?Its goal is to uncover salary trends and promote pay transparency in the PPC industry.

Last year, we received 1,060 responses, providing insights that help professionals benchmark earnings, negotiate salaries, and understand industry standards.

Why It Matters:

• Salary Transparency: Many companies conceal pay structures to reduce costs, but sharing data empowers employees to negotiate fair wages.
• Hiring & Retention Insights: Employers can use results to align compensation with industry norms and improve talent retention.

?? Check out past survey results: [Past Salary Survey]

?? Don't forget to take the 2025 survey before it closes: [Take the Survey]

Remember, the survey closes on February 28, 2025, and the results will be published by March 22, 2025. Your responses are?entirely anonymous, and you can only share aggregated data; if you have any questions, feel free to ask in the?community?!

I would appreciate any help you could provide him.

?? Paid Media Collective

[Issue No. 148 - Feb 3rd to Feb 9th]

?? Our Supporting Partner, TrueClicks

TrueClicks, your extra pair of eyes to stay on top of your Google & Microsoft Ads accounts like never before, supports today's?newsletter.

There are 100+ things you could improve in each account. But you don’t have time for all of them. So, how do you prioritize to achieve the most impact in the least time?

Introducing the TrueClicks data-driven priority framework.

TrueClicks identifies and prioritizes tasks based on the severity of the issue or opportunity and the impacted data, helping you quickly focus on what will have the most significant impact on your results.

High-priority issues will also power notifications. That way, you'll receive email alerts, Microsoft Teams, or Slack notifications for high-priority issues.

Try our data-driven priority framework with a free account ?

?? Paid Search Edition

?? Google Ads

Google Refines Search Ads with Better Landing Page Navigation

Google has updated its ads quality system to improve the relevance of landing pages in?search ads. A new prediction model detects when an ad leads to an unexpected page with poor navigation, reducing the visibility of such ads.

Advertisers are urged to ensure straightforward, relevant navigation to maintain ad performance. This update aims to enhance user experience and drive better ad results. [Google]

Google Ads Introduces AI-Generated Shorter Video Ads in Demand Gen

Google Ads has rolled out a new "Shorter Video" opt-in for Demand Gen campaigns, allowing AI to automatically create condensed versions of video ads by selecting key moments while preserving messaging and visuals. These AI-generated clips must first pass a quality review before running.

Advertisers with well-optimized, sub-45-second videos may not need this feature, but it aligns with Google's push for Shorts placements. This update could help brands optimize their ad formats for shorter attention spans. [LinkedIn]

?? 1st Contributor: Thomas Eccel

Google Ads Restores Opt-Out for Video Partners in Demand Gen

Google Ads has reintroduced the ability to opt out of video partners and display placements for Demand Gen video campaigns. Previously, this option was removed from conversion-based YouTube campaigns, requiring manual exclusion via placement codes.

The new toggle?defaults to off, giving advertisers greater control over where their video ads appear. This move aligns with the growing demand for more transparent and flexible ad placement options. [LinkedIn]

?? 1st Contributor: Joey Bidner

Google Merchant Center Auto-Detects Return Policies

Google Merchant Center Next automatically detects and preselects return policies from website content, making it easier for merchants to review and confirm details. This update simplifies compliance and enhances shoppers' transparency. [Source]

?? 1st Contributor: Hana Kobzová

Keyword Quality Score Disappears & New Keyword Creation Source

Google Ads appears to have disabled the Keyword Quality Score column in new accounts, suggesting a possible shift toward Ad Strength as a replacement. Additionally, a new attribute, Keyword Creation Source, reveals how keywords were added—likely in response to automated recommendations and intelligent matching. However, this data is only available for keywords added after April 2023. [LinkedIn]

?? 1st Contributor: Anthony Higman

Google Ads Now Requires Identity Check for Support Access

Google Ads now requires?identity verification?before users can access?account support. Advertisers must visit?g.co/verify account?to confirm their identity before discussing account-related matters. The move aims to?enhance security and prevent unauthorized access. Users have reported receiving verification emails from Google as part of the rollout. [Source]

?? 1st Contributor: Arpan Banerjee

Supporter: @adriaan dekker / Hana Kobzová

AdSense

AdSense Merging Marketing Email Preferences in April

Starting April 2025, AdSense will merge the 'Customised help and performance suggestions' and 'Periodic newsletters with tips and best practices' email opt-in categories. This means newsletter subscribers may start receiving performance reports, personalized tips, and webinar invites.

Users have 60 days to adjust their preferences before the change takes effect and can opt-out anytime. AdSense aims to streamline and enhance the email experience with this update. [AdSense]

Google Ads Policy

Google Updates Dating Ads Certification Deadline

Google's Dating and Companionship Ads Policy enforcement has been delayed to April 9, 2025. Advertisers must obtain certification, including aggregators, which will be categorized as "restricted" on Search. Certification for aggregators starts February 25. [Google]

Gambling Policy in the Philippines

Effective February 17, 2025, Google Ads will allow state-licensed entities in the Philippines to advertise online gambling, including casino games, lotteries, bingo, and sports betting. Advertisers must obtain Google certification to run these ads. Non-casino online gambling remains prohibited. [Google]

‘Conversion Environment’ Required for Offline Imports

By April 30, 2025, advertisers using Offline Conversion Import (OCI) for apps must include the ‘conversion_environment’ parameter to ensure accurate attribution for Smart Bidding. This update improves bidding, reporting, and support, preventing potential loss of app conversions. Advertisers should update imports to maintain optimal performance. [Google]

?? Microsoft Ads

Microsoft Advertising Expands Performance Max Features

Microsoft has introduced new Performance Max tools to improve audience targeting and campaign performance.

???LinkedIn Profile Targeting: Available in six key markets (the U.S., Canada, UK, Australia, France, and Germany), advertisers can now use LinkedIn’s professional data, including company, industry, and job function, to more precisely target their audience.

?? Conversion Value Rules: Allows advertisers to adjust conversion values dynamically based on business factors such as location and device, enhancing automated bidding precision across all campaign types, including Performance Max.

?? New Customer Acquisition Goal Strategy: This aims to help advertisers either increase bids for new customers or focus exclusively on acquiring them. This feature is currently in pilot testing.

?? Bulk Location Targeting for Search Campaigns: Advertisers can now apply location targeting in bulk when creating new search campaigns, reducing setup time.

?? Impression-Based Remarketing Expansion: Now globally available, including in China, and supported in Microsoft Ads Editor for easier bulk campaign management.

?? Multi-Format Campaigns for Audience Ads: A new feature allowing advertisers to manage native, display, and video ads under a single campaign with shared targeting and budget.

?? Third-Party Impression Tracking for Display & Video Ads: Advertisers can now add third-party impression trackers to measure ad performance across external tools, previously available only for native ads.

?? Dynamic Search Ads Can Now Upgrade to Performance Max: Microsoft Advertising allows Dynamic Search Ads (DSA) campaigns to upgrade to Performance Max.

These updates reinforce Microsoft’s focus on AI-driven automation, audience expansion, and performance insights to help advertisers optimize their campaigns more effectively. [Microsoft Ads]

?? Spotted In the Wild

Google Ads Tests AI-Powered Image Generator for Ad Creation

Google Ads is piloting an AI-driven image creator that scans websites and auto-generates ad visuals for Display and Performance Max campaigns. The tool simplifies setup, ensures brand-aligned visuals, and reduces reliance on graphic designers. Users can pull images directly from their URL, streamlining ad creation. [LinkedIn]

?? 1st Contributor: Aleksejus Podpruginas

Google’s AI Background Tool Faces Accuracy Issues

Google’s AI-powered background optimizer is under scrutiny after producing blurry and distorted images, as shared by Michael Knudsen. The tool, designed to enhance ad visuals, struggled to correctly render a model’s face, raising concerns about its reliability. [Source]

?? 1st Contributor: Michael Knudsen

Supporter: @adriaan dekker / Hana Kobzová

Updated PPC Ads in Maps Interface

A change in Google’s PPC map ads has been spotted. Previously, the top PPC ad in the main Map Pack also appeared as the top ad when users clicked "More Businesses." Now, the Local Services Ads (LSA) 3-pack expands into an 8-pack, and a different advertiser appears as the top PPC ad when expanding the results. This shift may impact visibility and bidding strategies for local advertisers. [LinkedIn]

?? 1st Contributor: Anthony Higman

YouTube Tests New Sitelink Layout in Ads

Google is experimenting with a new sitelink format on YouTube Ads, placing sitelinks on the right side with a highlighted background and a call-to-action button below. This follows earlier tests of scrollable sitelinks for video ads.

?? 1st Contributor: @Adriaan Dekker

?? Tips of the Week

Google Remarketing Tag Update: Dynamic 'item_id' Mapping in GTM

Google has changed how its Remarketing Tag handles product IDs. Now, the tag dynamically sends ‘item_id’ from the items array, automatically mapping it to 'id' in Google Tag Manager (GTM). While this update improves flexibility, it may lead to unintended ID mismatches if both ‘item_id’ and ‘id’ are present.

Advertisers using dynamic remarketing data should debug their tags to ensure the correct IDs are sent. Google Ads support pages have yet to reflect this change. [LinkedIn]

?? Debugging Tips:

1?? Compare product_id in GMC vs. IDs in the datalayer.

2?? Check hits registered by Google’s remarketing tag, not just GTM logs.

3?? If IDs don’t match, consider manually specifying the correct ID instead of relying on dynamic remarketing data.

?? 1st Contributor: Harm Luijkx

Demand Gen Campaigns: Are You Missing the Full Picture?

Many advertisers underestimate Demand Gen campaigns by focusing only on last-click conversions, missing their broader impact. Google Ads Attribution reveals the role of assisted conversions, showing how these campaigns support the funnel. Analyzing the Assist/Last Click Ratio can prevent advertisers from mistakenly turning off campaigns that drive overall performance. Before pausing, check attribution data for a clearer view. [YouTube]

?? 1st Contributor: Thomas Eccel

?? Our Supporting Partner, TrueClicks

TrueClicks, your extra pair of eyes to stay on top of your Google & Microsoft Ads accounts like never before, supports today's?newsletter

There are 100+ things you could improve in each account. But you don’t have time for all of them. So, how do you prioritize to achieve the most impact in the least time?

Introducing the TrueClicks data-driven priority framework.

TrueClicks identifies and prioritizes tasks based on the severity of the issue or opportunity and the impacted data, helping you quickly focus on what will have the most significant impact on your results.

High-priority issues will also power notifications. That way, you'll receive email alerts, Microsoft Teams, or Slack notifications for high-priority issues.

Try our data-driven priority framework with a free account ?

?? Measurement Edition

Google Analytics

New Custom Item Metrics and Consent Tracking

GA4 introduces custom item-type metrics, consent-related metrics, and budgeting functionality dimensions. Updates include:

• Item custom metric
• Consented session starts & total sessions
• Budgeting nth point

[LinkedIn]

?? 1st Contributor: Brais Calvo Vázquez

Looker Studio

Modern Charts Now in Public Preview for Looker Studio

Google introduced Modern Charts in Looker Studio, now available in public preview. Users can enable the updated chart design through the Theme and Layout panel, offering a refreshed visualization experience. Feedback on the new look is encouraged as Google continues to refine the update. [LinkedIn]

?? 1st Contributor: Siavash Kanani

Google Tag Manager

Google Tag Manager and Container Registry Deprecation: What You Need to Know

Google is deprecating Container Registry in favour of Artifact Registry, but server-side Google Tag Manager users on the Google Cloud Platform don’t need to take action. Google has handled the container image migration without changing the URL, ensuring continuity for server-side tagging deployments. However, if other services in your projects rely on Container Registry, Google advises following its migration guide. Cloud Run Functions (1st Gen) will be automatically transitioned. [LinkedIn]

?? 1st Contributor: Simo Ahava

?? Resources

Causmos: Open-Source Causal Impact Analysis for Google Ads & Analytics

Causmos is an open-source web app that simplifies Causal Impact analysis for marketing campaigns. Running on the Google Cloud App Engine, it integrates with Google Ads, Google Analytics, and Google Sheets, allowing users to measure the real impact of interventions. The app automates data gathering, validation, and reporting—no coding required. Installation details are available on GitHub. [GitHub]

?? 1st Contributor: Christoph Scherf

GA4 Attribution: A Deep Dive into Tracking Challenges

Matteo Zambon’s latest technical paper explores GA4 attribution, shedding light on common misconceptions and issues marketers face. The report explains attribution models, tracking scope, consent mode implications, and discrepancies across platforms like Google Ads and Meta. With privacy changes and cookie restrictions evolving, understanding attribution rules is crucial for accurate reporting. The paper also offers solutions to unassigned traffic, direct attributions, and auto-tagging conflicts, helping advertisers improve their GA4 setup. [LinkedIn]

?? 1st Contributor: Matteo Zambon

Free Open-Source Data Connectors for Apps Script Launched

A new initiative makes data integration easier with free, open-source Apps Script data connectors for Google Sheets. Designed for complete customization and privacy, these connectors eliminate the need to share credentials with third parties. The first release supports the integration of Facebook Ads into Google Sheets, with more connectors coming soon. The project launched at Superweek to positive feedback and invites contributions and user suggestions. [LinkedIn]

?? 1st Contributor: Vlad Flaks

?? Our Supporting Partner, TrueClicks

TrueClicks, your extra pair of eyes to stay on top of your Google & Microsoft Ads accounts like never before, supports today's?newsletter.

There are 100+ things you could improve in each account. But you don’t have time for all of them. So, how do you prioritize to achieve the most impact in the least time?

Introducing the TrueClicks data-driven priority framework.

TrueClicks identifies and prioritizes tasks based on the severity of the issue or opportunity and the impacted data, helping you quickly focus on what will have the most significant impact on your results.

High-priority issues will also power notifications. That way, you'll receive email alerts, Microsoft Teams, or Slack notifications for high-priority issues.

Try our data-driven priority framework with a free account ?

??? Programmatic Edition

?? Campaign Manager

Campaign Manager 360 Expands Partnerships for CTV

Google enhances Campaign Manager 360 with new integrations to improve ad serving across CTV, programmatic, and multi-channel campaigns. [Google]

?? Creative Workflows: New partnerships with Adobe GenStudio and Typeface streamline creative asset management and AI-driven content scaling.

?? Campaign Activation: Direct integrations with The Trade Desk and Google Ads simplify tag application and measurement.

?? CTV & Streaming: Integration with Netflix Ads enables ad-serving and reporting, while Cross-Media Reach with Comscore helps advertisers analyze TV and digital reach.

?? Paid Social Edition

Meta Ads

Meta Expands AI-Powered Advantage+ Campaigns

Meta is streamlining its Advantage+ campaign setup, enabling all sales, app, and lead campaigns to use AI-driven optimizations by default. The update removes the need to choose between manual and Advantage+ configurations while allowing advertisers to disable automation if preferred.

A new?Advantage+ leads campaign?feature aims to improve lead quality. Early tests show a 10% lower cost per qualified lead. Meta is also expanding the?opportunity score?in Ads Manager, offering performance recommendations that have reduced costs per result by 5% in initial trials.

These updates seek to enhance campaign efficiency through automation and data-driven recommendations. [Meta for Business]

Meta Expands AI Transparency in Ads

Meta is enhancing transparency in ads by labeling images and videos created or significantly edited using its generative AI tools. Depending on the extent of AI modifications, the labels will appear in the three-dot menu or next to the “Sponsored” tag. This initiative began last year and will continue rolling out throughout 2025.

Meta also plans to introduce labeling for ad images generated with non-Meta AI tools, working with industry experts and policymakers to refine its approach. Users can learn more about ad transparency through the "Why am I seeing this ad?" tool. [Meta]

Meta to Change Default Inventory Filter for In-Content Ads

Starting February 24, 2025, Meta will change the default inventory filter for in-content ads from ‘Moderate’ to ‘Expanded’. This applies to Facebook in-stream video ads, Reels ads, and Meta Audience Network. The ‘Expanded’ setting may increase reach by allowing ads in all content that follows Meta’s monetization policies, including potentially sensitive topics. Advertisers should review and adjust their settings accordingly. Existing custom filter settings will remain unchanged. [LinkedIn]

?? 1st Contributor: Bram Van der Hallen

Meta Automates Product Videos for Advantage+ Catalog Ads

Meta may automatically add product videos to catalogues when using Advantage+ catalogue ads. It scans product pages and uploads ad videos, social media content, and other business catalogues for relevant videos. Advertisers can disable this feature in Commerce Manager under 'Catalog' settings or review and reject specific videos if needed. [LinkedIn]

?? 1st Contributor: Bram Van der Hallen

Meta Removes Existing Customer Budget Cap for Advantage+ Shopping

Meta has eliminated the Existing Customer Budget Cap from Advantage+ Shopping Campaigns, which previously allowed advertisers to limit spending on existing customers.

To achieve similar control,?Meta suggests using manual sales campaigns?with: 1?? . a?single ad set?that excludes existing customers (equivalent to a 0% budget cap). 2???. two separate ad sets—one for existing customers and another for new prospects—using ad set spending limits to control budget.

This shift removes automated budget control for returning customers, requiring advertisers to manage audience segmentation manually. [YouTube]

?? 1st Contributor: Jon Loomer

Meta Tests Multi-Advertiser Carousel Ads in Instagram Stories

Meta is experimenting with a new ad format in Instagram Stories that features up to four different advertisers in a single skippable carousel. While there’s no official documentation yet, this appears to be an extension of the existing Multi-Advertiser Ads format. Advertisers can disable this option at the ad level if preferred. Meta has yet to confirm further details. [LinkedIn]

?? 1st Contributor: Chris Schipper

Supporter: Bram Van der Hallen

Meta Auto-Removing Inactive Business Suite Admins

Meta will automatically remove admin users who haven't signed in for over six months. Affected users will receive an email, and businesses have three months to reinstate them via Security Center > Completed Actions before they must be manually re-added.

?? How to Secure Your Business Suite:

• Enable two-factor authentication for all users.

• Add a backup admin for continuous access.
• Use trusted email settings to limit new additions.

[LinkedIn]

?? Amazon Ads Edition

Amazon Vendor Central Adds Geographic Sales Insights

Amazon has introduced new?"View By"?geographic options in Vendor Central’s sales reports. These options allow vendors to analyze sales performance by city, state, country, and postal code. This added granularity helps optimize inventory allocation and forecast shipping costs more accurately.

These insights are accessible under the "View By" menu in the Sales Report, offering vendors more data-driven decision-making capabilities. [LinkedIn]

?? 1st Contributor: Himanshu Verma

?? Marketing Industry Edition

?? Advertising News

Google Q4 2024 Earnings: Strong Ad Revenue & AI Rises

Alphabet reported $96.5B in Q4 revenue (+12% YoY), with Google Services generating $84.1B led by Search and YouTube ads, with YouTube ads reaching $10.2 billion (+16%). Google Cloud hit $12B but slowed to 30% growth, missing expectations.

AI investments remain a priority, with $75B planned for infrastructure in 2025. Despite a record $100B+ annual profit, Alphabet’s stock fell 7% over concerns about cloud growth and rising expenses. CEO Sundar Pichai highlighted AI expansion, including Gemini AI and Waymo’s Tokyo launch. Marketers should watch for increased AI-driven ad products and evolving search experiences. (WSJ, App Economy)

[See Full Report]

?? Privacy & Compliance

Congress Presses Adtech Firms Over CSAM Monetization

Congress has called on Google, Amazon, Integral Ad Science, DoubleVerify, Media Rating Council, and TAG to explain their roles in monetizing a website flagged for hosting CSAM (Child Sexual Abuse Material) since 2021. The inquiry follows research by Adalytics, which highlighted failures in ad verification.

?? Industry Response: Google and Amazon confirmed they have ceased monetization, but only after being contacted for comment.

???Regulatory Concerns: Senators Blackburn and Blumenthal are questioning?ad tech vendors?and?certification bodies like MRC and TAG?regarding their oversight and enforcement failures.

?? Key Issues: Calls for stronger brand safety measures, Know-Your-Customer (KYC) requirements, and greater advertiser transparency to prevent ad dollars from funding harmful content.

Advocacy groups, including Check My Ads Institute and Fairplay, continue to push for accountability and policy changes. [LinkedIn]

?? 1st Contributor: Arielle Garcia

?? AI Developments

OpenAI Introduces Data Residency in Europe

OpenAI now offers data residency in Europe for ChatGPT Enterprise, ChatGPT Edu, and API Platform, enabling businesses to meet local data sovereignty requirements. API customers can choose European data processing with zero data retention, while new ChatGPT Enterprise and Edu users can store content at rest in Europe.

This builds on OpenAI’s enterprise-grade security standards, including AES-256 encryption, no training on customer data by default, and compliance with GDPR, CCPA, CSA STAR, and SOC 2 Type 2. [Open AI]

?? Video of the Week

This anti-AI movement from Nespresso impressed me because it promotes authenticity and genuine promise to consumers. In other words, you are unique; prove it!

?? 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.