?? PPC News: Paid Search (W1)

?? 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! ??

?? Last Chance - Win a Free Streaming Ticket to ADworld Experience 2025!

Three free streaming tickets (worth €425 each) are available for ADworld Experience 2025, which will take place on October 2-3, 2025. This event is a must-attend for professionals seeking to stay ahead in the dynamic world of paid media.

[Free Ticket Ballot for AdWorld Experience]. The ballot closes today!

Good luck! ???

Why joining?

ADworld Experience is one of the largest, independent, and most renowned bilingual events dedicated to PPC, Paid Social, and CRO. Held annually in Bologna, Italy, it brings together leading experts, practitioners, and advertisers from around the globe to share insights, strategies, and case studies in digital advertising.

(here's a quick snapshot of one of our dinners).

?? Paid Search

[Issue No. 143 - Dec 30th to Jan 5th]

Google Adds "Leads from Messages" as a Default Conversion Goal

Google Ads now automatically includes "Leads from messages" as a conversion goal option during the new campaign setup. This feature highlights Google’s push to integrate messaging interactions as a key performance metric, enabling advertisers to track leads generated directly from ad-driven conversations. [X]

?? 1st Contributor: Arpan Banerjee

Google Ads Introduces "Messages from Your Ads" Goal

A new campaign goal, "Messages from your ads," has been spotted in Google Ads. This feature likely aims to drive direct conversations with users through ad messaging options, enhancing engagement and facilitating real-time communication between businesses and potential customers. [LinkedIn]

So that you know, message ads on WhatsApp are only eligible to be served on iOS.

?? 1st Contributor: Zeeshan Ali

Google Ads Introduces AI-Powered Image Editing in Asset Library

Google Ads allows advertisers to edit images directly within the Asset Library using AI tools. This feature simplifies creative adjustments, enabling tasks like cropping, resizing, and enhancing visuals to meet ad specifications without leaving the platform. [LinkedIn]

?? 1st Contributor: Menachem Ani ??

Google Ads Offers $100 Credit for Activating Smart Bidding.

Google Ads is offering advertisers $100 credit as an incentive to activate Smart Bidding. Smart Bidding uses Google AI to optimize bids in real-time, aiming to maximize conversions within your set budget.[LinkedIn]

?? 1st Contributor: Zeeshan Ali

"Date First Registered" Attribute for Vehicle Ads

Google has launched a new "Date first registered" attribute for vehicle ads, which is mandatory for used vehicles in France, Italy, Spain, and Germany. This attribute specifies the vehicle's first registration date with public authorities, ensuring accurate data for users. [Source]

?? 1st Contributor: @Adriaan Deeker

Perplexity AI

Perplexity AI Launches "Follow-Up Question Ads"

Perplexity AI is entering advertising with Sponsored Follow-Up Questions and Side-Positioned Paid Media. These ads integrate seamlessly into its interface:

• Follow-Up Questions: Labeled "sponsored," these appear as suggested queries related to user searches. For example, a job-related query might prompt, "How can I use LinkedIn to enhance my job search?"
• Side Ads: Displayed alongside content, these banner-style placements maintain a clean and intuitive interface while drawing user attention.

?? 1st Contributor: Thomas Eccel on LinkedIn

Tests Spotted In The Wild

New Infinity Landscape Ad Format on YouTube

A new Infinity Landscape Image Ad has been spotted on YouTube, hinting at possible tests of extended ad formats by Google Ads. This format spans nearly double the typical landscape size, dominates half of the YouTube Home Feed, and features automatic swiping to showcase multiple angles without user interaction. [LinkedIn]

With high visibility and immersive design, it could redefine Demand Gen campaigns. Optimizing audience segments and clear calls to action are key to leveraging such formats effectively.

?? 1st Contributor: Thomas Eccel

App Ads Highlight Competition USPs

A new app ad design has been spotted, featuring prominent "Install" buttons and clear CTAs. Brands like Swiggy, Zepto, BigBasket, and Amazon Fresh showcase their unique selling points—10-minute deliveries, free services, or broader delivery options. This design emphasizes convenience, reflecting the fierce competition in the quick commerce industry. [Newsletter]

?? 1st Contributor: Arpan Banerjee

Supporter: @Adriaan Deeker

YouTube Tests Ad Format with Views, No CTAs

YouTube is testing ads that display view counts, like "30k views," but exclude CTAs or URLs. This format builds trust through social proof, enhancing brand perception and engagement, especially for awareness campaigns. [LinkedIn]

?? 1st Contributor: Thomas Eccel

Local Sponsored Ads with "Here Are Some in the Area"

Google has introduced a new feature in its local sponsored ads called "Here are some in the area," aimed at boosting visibility for local businesses. This update focuses on improving user search results by showcasing nearby services and products through enhanced targeting and multimedia elements. [LinkedIn]

?? 1st Contributor: Khushal Bherwani

?? Advertising News

Spotify Launches Partner Program for Video Podcast Monetization

Spotify's new Partner Program enables podcast hosts in the U.S., U.K., Canada, and Australia to monetize video content. Creators earn through audience-driven payouts on Spotify Premium and ad revenue on Spotify Free.

With over 65% of eligible shows enrolled, the program enhances creator flexibility and user engagement. New features, like short-form podcast clips, boost discovery, with a 33% higher conversion rate for engaged listeners. [Spotify]

?? Privacy & Compliance

"Regulating Under Uncertainty" Explores AI Governance Challenges

Florence G’Sell’s 531-page report, "Regulating Under Uncertainty: Governance Options for Generative AI," provides a comprehensive overview of global AI regulatory efforts. It examines risks, industry initiatives, and governance strategies from regions like the EU, US, China, and beyond, as well as global frameworks such as the UN, G7, and OECD.

The report stresses the urgency of proactive, collaborative regulation to balance innovation with risk mitigation. It is a must-read for anyone navigating AI policy and compliance. [Report]

?? 1st Contributor: Florence G'SELL

Supporter: Luiza Jarovsky

?? AI Developments

Robyn's Reach & Frequency Allocator Tackles Awareness

Balancing?reach?and?frequency?is a key challenge for awareness campaigns. Reaching broad audiences competes with showing ads more frequently to the same users.

Robyn’s?Reach & Frequency Allocator prototype?aims to optimize this trade-off algorithmically by leveraging saturation curves that link reach and frequency to business outcomes like sales.

How It Works:?The allocator identifies the optimal combination of budget, CPM, and estimated saturation curves. For example, given $100k and $6 CPM, it suggests a?5.67M reach x 2.94 frequency?for a maximum sales response of?$317.8k.

Challenges Ahead:?The main hurdle is defining accurate saturation curves for reach and frequency. Robyn’s "Curve Calibrator" is expanding to solve this, ensuring data-driven decisions are aligned with business goals. [LinkedIn]

?? 1st Contributor: Gufeng Zhou

Supporter: Igor Skokan , Vitaliy Zasadnyy ???? , Steven Jones

?? Resources

Google Explains Automated Discounts for Shopping Ads

Google has unveiled Automated Discounts, an AI-powered tool to optimize product pricing across Shopping ads and landing pages. This feature simplifies pricing and boosts performance by adjusting prices based on demand, competition, seasonality, and shipping costs.

Key Benefits:

• AI-Driven Pricing: Ensures competitive, market-based pricing.
• Performance Boost: Increases conversions, clicks, and ROI.
• Ease of Use: Automates and aligns pricing seamlessly.

Requirements:

• Enable conversion tracking with cart data.
• Integrate Google’s JSON pricing tokens for smooth implementation.
• Provide inventory attributes with minimum price limits (≥ cost of goods) for 20% of Inventory.

[auto_pricing_min_price] ≤ 95% of current price but ≥ [cost_of_goods].

Google rolls out optimization gradually, starting with 10% of products and scaling to 90%, with reporting available in the Merchant Center. [Source]

?? 1st Contributor: @Adriaan Deeker

?? Go Further

Meta Ads

Meta Introduces Testimonial Feature for Instagram Partnership Ads

Meta has launched a Testimonial feature for Instagram Partnership ads, enabling brands to showcase customer experiences directly within their ads.

Testimonials, capped at 125 characters, appear under the CTA button on Instagram Reels ads, prioritizing key messages upfront to enhance brand trust and credibility.

This feature, accessible in Meta Ads Manager under "Ad setup," aims to improve campaign effectiveness by leveraging authentic customer feedback. [LinkedIn]

?? 1st Contributor: Bram Van der Hallen

Meta Advertisers Cautioned on Collaborative Ads Conversion

Some Meta advertisers report accidentally converting their accounts to Collaborative Ads accounts during campaign creation due to an auto-enabled toggle. This change restricts campaigns to retailer-shared assets, limits traffic destinations, and removes access to standard metrics like ROAS.

Advertisers can request reversal via Meta sales support. Please stay tuned during the campaign setup to avoid any unexpected changes. [LinkedIn]

?? 1st Contributor: Bram Van der Hallen

Amazon Ads

Amazon Unveils Customer Journey Analytics in Brand Analytics

Amazon has introduced Customer Journey Analytics, a visual tool to track customer interactions with your brand across the funnel—from awareness to purchase. Brand Analytics highlights key metrics like branded searches, store traffic, and funnel drop-offs at the brand level. [LinkedIn]

?? 1st Contributor: Mansour Norouzi

?? 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.