?? Paid Media Collective: PPC News (W8)

?? 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! ??

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??Join me on Thursday, March 6th, at 5:00 PM CET, where we’ll go beyond the technical side of PPC and focus on the skills that truly set top performers apart.

What makes this session a must-attend?

? Strengthen client relationships and effectively tackle challenges.

? Turn raw data into compelling stories that drive decisions.

? Master essential soft skills to lead teams and navigate tough conversations.

? Scale PPC campaigns strategically while aligning with business goals.\? Build a thriving, high-performing team that delivers real results.

?? Bonus for attendees: Get exclusive resources, including a data storytelling template, a client relationship checklist, and a team wellness cheat sheet to help you apply your knowledge.

??? Register for free via the LinkedIn event today!

?? Paid Media Collective

[Issue No. 150 - Feb 17th to Feb 23rd]

?? Our Supporting Partner, TrueClicks

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.

Don't you hate it when performance drops go unnoticed? Or when your client noticed before you did? Let's make sure that never happens again.

Introducing Performance Monitoring, re-invented:

?? Create fully customizable alerts across all your accounts at once in a couple of clicks

?? Receive email/Slack/Teams notifications when metrics change significantly

?? Get notified when metrics go above or below your threshold values

Curious? Take an interactive tour (no email needed).

?? Paid Search Edition

?? Google Ads

?? Sharp Decline in Brand Absolute Top Impr. Share (Feb 7th)

A significant drop in Absolute Top Impression Share (Abs Top IS) for Brand campaigns has been observed since February 7, with some advertisers declining around 20%.

The shift appears widespread across multiple accounts and agencies, with no significant changes in impressions or CPCs to explain the trend. It may mislead advertisers into thinking they lose top placement?when ad positioning changes.

?? Why this matters: TIMP Share bid strategies (target impression share) could be impacted, potentially leading to unnecessary bid increases.

Possible causes include Google’s recent ad placement changes counting multiple ads (top and others), a reporting discrepancy, or the February 5 Ads Quality Update, which reduced ad visibility, leading to login pages with limited navigation options. You may?face rising CPCs?if the decline persists?as they increase bids to regain top placement. [LinkedIn]

?? 1st Contributor: Scott Carruthers

Google Ads Introduces AI-Powered Creative Tools for Performance Max

Google Ads is rolling out new creative capabilities, including:

1?? AI-Generated Lifestyle Images – Google Ads has launched new AI-driven creative tools using its Imagen 3 model to generate lifestyle imagery for Performance Max, Demand Gen, Display, and Apps campaigns. Advertisers can provide text prompts to customize images based on age, gender, and ethnicity, ensuring more tailored ad creatives.

"Google has implemented?safeguards?to prevent misuse. It prohibits AI-generated?brand products, politicians, celebrities, and explicit content, and it uses?SynthID tagging?for transparency. The update aims to?reduce production costs?while maintaining?advertiser control over the final image selection."

2?? Asset-Audience Recommendations – Google will suggest image themes & elements that resonate with target audiences, with AI-generated image suggestions coming soon.

3?? Asset Testing in PMax – A new Beta experiment lets feed-only Performance Max campaigns test the impact of adding additional creative assets to expand reach.

AI-driven asset-audience recommendations help refine creative strategies, while new testing tools allow retailers to compare the impact of adding text, image, and video assets. These updates aim to enhance creative variety and campaign performance. [Google Ads]

Expert Perspective

Google has used testing as a sales tool before, citing GDA-to-PMax and DSA-to-PMax migrations. To ensure unbiased results, brands should consider independent testing using tools like Google Matched Markets and Causmos, which allow full control over experiments.

Setup remains crucial, as assets can inflate brand traffic or boost remarketing reach without necessarily driving incremental customers. Advertisers must verify that PMax asset campaigns are genuine winners—according to their own metrics, not just Google's. Mike Ryan

[LinkedIn]

Enhanced RSA Flexibility with New Headline & Sitelink Integration

Google Ads is updating Responsive Search Ads (RSA) to allow up to two headline assets to serve as secondary links alongside site links when predicted to improve performance.

To adjust, advertisers should re-evaluate key messaging, especially in descriptions, and use the Combinations Report to track how often headlines are used as site links. This update reinforces Google's AI-driven approach while respecting advertiser control over key assets.

Pinned assets remain in place, so advertisers must strategically decide which headlines should stay fixed and which can be repurposed as site links. Georgi Zayakov

[Google Ads]

Google Ads to Automatically Opt Out Advertisers from Parked Domains [Coming March 19th]

Starting March 19, 2025, Google Ads will automatically opt out all accounts from serving ads on parked domains, part of the Search Partner Network. Advertisers who wish to continue showing ads on these domains must manually opt back in via the Content Suitability settings. This shift suggests Google is reducing reliance on lower-quality placements, potentially improving ad performance for those unaware they were serving on parked domains. [LinkedIn]

A parked domain is a website domain that is registered but not actively being used. Instead of hosting a full website, it often displays ads, a placeholder page, or a generic landing page. These domains can be owned by individuals or companies waiting to develop a site, resell the domain, or monetize it through advertising.

In Google Ads, parked domains are part of the Search Partner Network, meaning ads may appear on these inactive domains if advertisers opt-in. However, they often deliver low-quality traffic because users land on them unintentionally, leading to poor engagement and low conversion rates.

?? 1st Contributor: Kirk Williams

[Merchant Center] Google Expands Shopping Ads Control with Regions

Google Merchant Center Next introduces Regions, a feature that allows advertisers to define shipping areas, adjust pricing per region, and improve Shopping Ads' relevance without extra spending.

This is particularly useful in large countries with?regional pricing variations, like the U.S., where it helps brands?reduce wasted clicks and increase profitability. Advertisers who leverage this feature can fine-tune their pricing strategy and enhance efficiency across different markets. [LinkedIn]

?? 1st Contributor: Georgi Zayakov

[Rolling Out] Performance Planner with Advanced Plans for Demand Gen

First spotted 5 months ago by Thomas Eccel , Google Ads appears to be rolling out?Advanced Plans?in?Performance Planner, which includes?Demand Gen?for both?Action and Awareness?objectives.

This update enhances planning for:

?? Action Plan (conversions)

• 20% Video Reach Campaigns (CPM)
• 10% Video View Campaigns (CPV)
• 70% Demand Gen (CPA)

?? Awareness Plan (brand-building)

• 65% Video Reach Campaigns (CPM)
• 20% Video View Campaigns (CPV)
• 15% Demand Gen (CPA)

Advertisers can customize plans by adjusting budgets, ad formats, buying methods (Auction vs. Reservation), and campaign goals. [LinkedIn]

Apple Ads

Apple Search Ads Will Ads View-Through Attribution (end March 2025)

Apple is rolling out view-through attribution for Apple Search Ads, a major update for app advertisers. Since App Tracking Transparency (ATT) was introduced, Apple Search Ads have often captured a larger share of budgets without proving true incrementality.

View-through attribution, measured via?Apple’s proprietary Ads Attribution API, is expected?to strengthen Apple's grip on app advertising budgets. [Twitter/X]

?? 1st Contributor: Thomas Petit

??? Spotted In the Wild

Sudden Halt in Google Ads for Truck Accident Lawyers Across the U.S.

Google has unexpectedly stopped serving ads for truck accident lawyer keywords nationwide, leaving legal advertisers without leads or explanations. The abrupt removal, which has yet to be accompanied by any formal policy statement or announcement, has prompted industry experts to investigate potential workarounds and ensure direct communication with Google’s support channels. [LinkedIn]

Still see ads for "big rig accident lawyer" "18 wheeler accident lawyer" "truck lawyer" it seems to be truck+accident that is not triggering but is triggering map packs. David Melamed

?? 1st Contributor: Anthony Higman

Google Ads Rolls Out "Business Links" for Search Ads

A new Google Ads feature, Business Links, has been spotted in some accounts, functioning similarly to Sitelinks but without appearing in standard asset configurations. This unannounced rollout may already be active in accounts without prior notification from Google.

?? What to check: Look under account-level assets to see if "Business Link" is enabled.

?? How to manage it: If the feature is active, advertisers should review and control the messaging to ensure it aligns with their brand strategy. It can be deactivated in the account-level asset settings if needed. [LinkedIn]

?? 1st Contributor: Gabriele Benedetti

?? Resources

Google Launches "Copycat" AI Tool for Automated Ad Copywriting

Google has introduced?Copycat, an?open-source AI-powered tool?that analyzes existing?Search ads?to learn their?tone and style and?automatically generates custom ads?for new keywords.

Built on Google Cloud and powered by Gemini, Copycat aims to streamline ad creation while maintaining brand consistency. Advertisers can access the tool on GitHub, making it a flexible and customizable solution for scaling ad campaigns efficiently. [GitHub]

?? 1st Contributor: Korah Kattapuram

?? Tips of the Week

Workaround for High Mobile CPA in Performance Max

Since Performance Max (PMax) doesn’t currently allow device exclusions or bid adjustments, advertisers struggling with high mobile CPAs can use value rules as a workaround. By multiplying mobile conversions by 0.5, Google’s algorithm will bid less aggressively on mobile traffic, helping control costs.

While this isn’t a perfect fix, it can improve efficiency while optimizing mobile CRO to enhance conversion rates. A more granular device control feature may be coming, but for now, this strategy can help balance performance. [LinkedIn]

?? 1st Contributor: Karina Montenegro

Glitch Allows Carousel Ads in Demand Gen with Feeds

Advertisers have discovered a?workaround?for?Google Ads Demand Gen campaigns. This workaround?allows?carousel ads to be used in feed-based campaigns,?a format typically restricted to campaigns?without?a product feed.

By?copying a carousel ad?from a?non-feed Demand Gen campaign?and?pasting it into a feed-based one, advertisers can?bypass existing format limitations and?gain more flexibility in creative execution.

While this may be an unintended glitch, it highlights gaps in Google's campaign structure and offers a temporary way to expand ad format choices in feed-based Demand Gen campaigns. [LinkedIn]

?? 1st Contributor: Helen Gietmann

Programmatic Ads

Display & Video 360

Spring 2025 Updates to Display & Video 360 API

Google is rolling out several changes to the Display & Video 360 API and Structured Data Files to improve functionality and alignment with the platform. Key updates include:

?? February 28, 2025 – Frequency caps over 30 days will be deprecated.

?? March 6, 2025 – Optimized targeting removed for fixed bidding line items, updates to audience list request defaults, and stricter ID validation for structured data files.

?? April 1, 2025 – Line items must assign Floodlight activities that align with custom bidding algorithms.

?? May 1, 2025 – Bid multipliers will be deprecated.

Advertisers and developers should review these updates to ensure continued API compatibility. [Google Ads Developer Blog]

?? Our Supporting Partner, TrueClicks

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.

Don't you hate it when performance drops go unnoticed? Or when your client noticed before you did? Let's make sure that never happens again.

Introducing Performance Monitoring, re-invented:

?? Create fully customizable alerts across all your accounts at once in a couple of clicks

?? Receive email/Slack/Teams notifications when metrics change significantly

?? Get notified when metrics go above or below your threshold values

Curious? Take an interactive tour (no email needed).

?? Measurement Edition

Google Tag Manager

Google Tag Manager Introduces First-Party Setup with Cloudflare

Google Tag Manager (GTM) now supports automated first-party deployment via Cloudflare, streamlining conversion tracking and reducing third-party dependencies. Currently, in?closed beta, the integration?allows users to configure their web container in first-party mode directly within GTM, improving data accuracy and privacy compliance.

However, access is limited to Cloudflare Enterprise customers, and Google has already updated its documentation with a sign-up form for beta access. This move reflects a broader industry shift toward server-side tracking and first-party data reliance. [Google Tag Manager]

?? 1st Contributor: Igor Souza

BigQuery

BigQuery to Introduce Direct Integration with GitHub

Google BigQuery is preparing to streamline workflows by enabling direct merging with GitHub, eliminating the need for manual copy-pasting between platforms. This update will enhance developers' and data teams' data versioning, collaboration, and automation. While details on the rollout are still emerging, the integration could significantly improve efficiency for those managing data pipelines and repositories. [Google Cloud]

Amplitude

Real-Time Behavioral Pop-Ups with "Guides & Surveys"

Amplitude has launched "Guides & Surveys", a new feature that enables smart pop-ups triggered by user behavior on a website. Instead of passively tracking interactions, this tool detects friction in real-time and delivers instant guidance, helping users navigate features before they abandon the site. This marks a step toward Amplitude’s evolution as an integrated marketing, product, and behavioural analytics platform, focusing on both measurement and user experience improvement. [Amplitude]

Piwik Pro

Piwik PRO Introduces Automatic Currency Conversion

Piwik PRO is rolling out automatic currency conversion on February 24, allowing businesses to seamlessly track revenue across multiple currencies. The update enables automatic conversion of transactions in USD, EUR, GBP, and other currencies, using daily exchange rate updates for accuracy.

Financial data will now be displayed in three formats: the original transaction currency, a preferred reporting currency, and USD as a global reference. This enhancement aims to simplify multi-currency reporting, offering businesses greater clarity in financial analytics. [Piwik PRO]

?? 1st Contributor: Josh Silverbauer???? ??♂?

Piwik Pro Enhances Debug Mode with New Interface & Features

Piwik Pro has revamped its Debug Mode, which is now accessible exclusively within the Piwik Pro Tag Manager UI. The update introduces a more user-friendly interface and improves tracking setup testing before deployment.

Key enhancements include dedicated debugging tabs, real-time insights on tags, events, variables, and features like data clearing, preventing page reloads, and improved event organization. This update aims to simplify?troubleshooting, though ad blockers, consent management tools, and network issues may still cause disruptions. [DumbData]

?? 1st Contributor: Jude Onyejekwe

?? Resources

Meta’s Signals Gateway Simplifies First-Party Data Integration

Meta’s Signals Gateway is a new tool designed to streamline offline and first-party data integration with the Meta Conversions API (CAPI). While it doesn’t replace server-side GTM, it offers a more accessible way to transmit data via client-side scripts, server-side HTTP POST requests, or automatic uploads via Amazon S3.

Built-in BigQuery and custom connectors allow data sharing beyond Meta, potentially benefiting other social platforms or data warehouses. The deployment requires?Cloudflare?and runs on?Google Cloud Platform (GCP), which has multi-account management and API support for agencies. Setup can be tricky, but once configured, it simplifies data transmission significantly. [LinkedIn]

?? 1st Contributor: Marthijn Hoiting

?? Our Supporting Partner, TrueClicks

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.

Don't you hate it when performance drops go unnoticed? Or when your client noticed before you did? Let's make sure that never happens again.

Introducing Performance Monitoring, re-invented:

?? Create fully customizable alerts across all your accounts at once in a couple of clicks

?? Receive email/Slack/Teams notifications when metrics change significantly

?? Get notified when metrics go above or below your threshold values

Curious? Take an interactive tour (no email needed).

?? Paid Social Edition

Meta Ads

Meta Automates Advantage+ Catalog Ads, Reducing Advertiser Control

Meta has updated Advantage+ Catalog Ads (formerly Dynamic Ads) by removing the Audience Types selection. Previously, advertisers could choose between retargeting catalogue engagement or reaching new customers—now, Meta automatically distributes ads between prospecting and remarketing audiences by default.

Advertisers can still target or exclude users based on catalogue engagement by?switching to original audiences?and using?catalogue custom audiences?with filters like?product sets, events, and audience retention. This change reflects Meta’s continued shift toward automation over manual control. [LinkedIn]

?? 1st Contributor: Jon Loomer

TikTok Ads

TikTok Launches Automotive Ads to Drive Car Sales

TikTok has introduced?Automotive Ads, a new?catalogue-based ad solution?designed to help?dealerships and manufacturers?promote vehicles more effectively. The new format will?compress the car-buying journey, leveraging?dynamic creative and automotive-specific data connections. [TikTok Ads]

Key features include:

• Inventory Ads for individual vehicle listings (dealerships & marketplaces).
• Model Ads for promoting trims, models, and special offers (OEMs).
• Video + Product Cards and Multi-Link Carousel Cards for tailored ad formats.
• Advanced vehicle matching to connect in-market users with a relevant inventory.

LinkedIn

LinkedIn Adds Long-Awaited Email Analytics for Newsletters

LinkedIn has finally introduced email-related analytics for LinkedIn Newsletters, addressing a significant gap for creators and marketers. The update includes:

?? Email Sends – Number of subscribers receiving an email notification.

?? Email Open Rate – Percentage of subscribers opening the email.

While essential, these metrics provide better visibility into newsletter performance via email, complementing LinkedIn’s existing engagement data. However, subscriber email addresses remain inaccessible, limiting LinkedIn’s potential as a full-fledged newsletter platform. For now, creators using LinkedIn and external platforms can make more informed comparisons. [LinkedIn]

?? 1st Contributor: Lindsey Gamble

?? Amazon Ads Edition

New Off-Amazon Placement Controls for Sponsored Products

Amazon has introduced new off-Amazon ad placement settings for Sponsored Products (SP) campaigns, giving advertisers greater control over where their ads appear. The two options, now available under the Campaign Settings tab, include:

• Maximize Reach (default) – Expands ad exposure across external sites.
• Minimize Spend – Reduces off-Amazon placements to control costs.

Since all campaigns are automatically set to Maximize Reach, advertisers are encouraged to review their settings to ensure they align with their budget and strategy. [Amazon Ads]

?? 1st Contributor: Prem Gupta

Amazon Ads Introduces Long-Term Performance Metrics

Amazon Ads has unveiled new long-term performance metrics, allowing advertisers to measure campaign impact beyond immediate conversions. The updates include:

• Cumulative Reach and Household Reach, tracking unique users and households exposed to ads over six months or the campaign duration.
• Branded Searches, measuring brand keyword searches directly influenced by ad engagement.
• Long-Term Sales and Long-Term ROAS, estimating projected revenue and return on ad spend over the next 12 months.

These metrics provide a broader view of audience engagement and future revenue potential, helping advertisers optimize for sustained brand growth rather than short-term performance alone. However, interpreting long-term data requires historical insights and additional analytical resources. [LinkedIn]

?? 1st Contributor: Akshay Tarpara

?? Marketing Industry Edition

?? Advertising News

Google Offers Ad Credits to Promote AI-Powered Demand Gen Tool

Google is providing advertisers with thousands of dollars in ad credits to encourage the adoption of its AI-driven media buying solution, Demand Gen. This initiative aims to boost the use of Demand Gen, which leverages artificial intelligence to optimize ad placements and targeting. The offer includes free ad space and credits, making it more accessible for advertisers to integrate AI into their marketing strategies. [AdWeek]

Spotify's Ad Business Struggles Amid Strong Growth

Despite user and subscription growth, Spotify's ad revenue lags, rising just 6.4% in late 2024 compared to 15% earlier in the year. Advertisers cite limited reach, weaker targeting vs. Meta, and self-serve ad platform issues as key concerns. While ad-supported revenue grew 6% YoY in Q3, making up 11.8% of total revenue, Spotify still struggles to scale its ad business. The U.S. ad sector is projected to hit $1.35B in 2025, but challenges remain. [The Information]

?? AI Developments

Microsoft Releases OmniParser V2: AI That Can Use a Computer

Microsoft has launched OmniParser V2, an open-source tool that enables LLMs like GPT-4o, DeepSeek R1, and Qwen to interact with software autonomously. With 0.6s processing time on an A100 GPU, it can clone GitHub repos, navigate interfaces, and process screenshots into structured elements, allowing AI to see and use interfaces like humans.

This breakthrough brings AI closer to full computer automation, opening possibilities for task automation, software testing, and workflow optimization. [GitHub]

?? Our Supporting Partner, TrueClicks

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.

Don't you hate it when performance drops go unnoticed? Or when your client noticed before you did? Let's make sure that never happens again.

Introducing Performance Monitoring, re-invented:

?? Create fully customizable alerts across all your accounts at once in a couple of clicks

?? Receive email/Slack/Teams notifications when metrics change significantly

?? Get notified when metrics go above or below your threshold values

Curious? Take an interactive tour (no email needed).

?? 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.