?? PPC News: Paid Search (W2)

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?? Paid Search

[Issue No. 144 - Jan 6th to Jan 12th]

?? Ad Scheduling Still Supported for Smart Bidding Campaigns

Ad scheduling remains functional for Google Ads campaigns using Smart Bidding, though bid adjustments for time are not available—a limitation that has existed for over five years.

It has been mentioned that Google may depreciate ad schedules entirely, but this appears inaccurate as ad schedules are still respected. According to checks across multiple accounts, campaigns spend budgets only during scheduled time frames.

The confusion likely stems from unclear language in Google's help documentation, which may have referred to removing bid adjustments rather than ad scheduling. Discontinuing ad schedules would significantly impact advertisers reliant on time-specific campaign strategies for profitability and require significant restructuring.

Meanwhile, advertisers can note that Microsoft Advertising fully supports ad scheduling.[LinkedIn]

?? 1st Contributor: Navah Hopkins

Image Credit: @adriaan deeker

Google Ads

Performance Max Experiments Now Available for DSA and Display

Google Ads has introduced a feature allowing advertisers to test reallocating budgets from Dynamic Search Ads (DSA) or Google Display Ads (GDA) to Performance Max (PMax) campaigns. This tool helps assess the potential uplift in campaign performance. [Source]

Performance Max Negative Keywords: First Reports of Rollout

A U.S.-based Google Ads account has reportedly accessed the long-awaited Negative Keywords interface for Performance Max (PMax) campaigns.

Shared by @ilikebusness on X, this feature allows advertisers to add up to 100 negative keywords per campaign, providing "limited" control. [X]

While welcomed by many in the PPC community, some criticize the limitations, calling the feature "basic." Google has yet to clarify if this restriction is tied to the beta phase or a permanent limitation. Advertisers are encouraged to check their accounts to see if the feature is available.

?? 1st Contributors: Joe Shmo / Emmanuel Flossie

Delivery to Collection Points Returns to Google Merchant Center Next

Google Merchant Center (GMC) Next has reinstated the option for merchants to configure delivery to collection points, a feature previously unavailable in the updated version.

Key Details:

Delivery Options: Merchants can now choose between:

• Delivering to a customer’s address.
• Delivering to a collection point.

Enhancement:?This update allows merchants to better cater to customer preferences and streamline logistics. It reflects ongoing improvements to GMC Next and offers more flexibility for e-commerce businesses. [Source]

?? 1st Contributor: Hana Kobzová

Google Ads Introduces Direct Video Uploads

Advertisers can now upload videos directly from their PC to Google Ads, bypassing the need for a YouTube channel. This update supports Performance Max, DemandGen, and Display campaigns, making testing and using video assets easier.

To upload, navigate to the "Asset Library," click "New," select "Video," and upload your file directly. This feature simplifies the process for marketers who want to test creative video strategies without managing a YouTube account. [LinkedIn]

?? 1st Contributor: Aleksejus Podpruginas

Google Ads Updates YouTube Campaign Subtype Menu

Google Ads has revamped the layout for YouTube campaign creation, organizing subtypes into three distinct boxes: Video Reach, Ad Sequence, and Audio Reach. This small but effective update enhances visual clarity, making the interface more user-friendly and streamlined for advertisers. [LinkedIn]

?? 1st Contributor: Thomas Eccel

Google Offers Free Credits for Performance Max Campaigns

Google Ads incentivises advertisers to explore Performance Max (PMax) campaigns by offering a €150 promotional credit. This initiative follows similar promotions for Smart Bidding tools, aiming to encourage the adoption of advanced features without financial risk. [LinkedIn]

?? 1st Contributor: Dominik La?

Supporter: @Adriaan Dekker

[Beta] Conversion Optimization at Asset Group Level Spotted

Advertisers might soon be able to optimize specific conversion actions at the Asset Group level in Performance Max campaigns. Carolin Carvalho da Silva reported this new feature, which allows for better control by enabling, pausing, or removing individual conversions.

While this update can potentially enhance campaign performance, early tests reveal it remains buggy. Once fully functional, the feature could enable advertisers to guide Asset Groups toward macro conversions like purchases or leads while leveraging micro conversions like "Add to Cart" during the initial stages to train algorithms and gather early signals. [LinkedIn]

?? 1st Contributor: Carolin Carvalho da Silva

[Beta] "Learning Phase Estimates" in Demand Gen

Google Ads has introduced a Learning Phase Estimates forecast beta for Demand Gen campaigns, helping advertisers optimize performance during the critical early phase. This feature displays a forecast card showing:

1?? Day to First Conversion: Expected time for the first conversion.

2?? First-Week Conversions: Projected conversions in the first week.

3?? Days in Learning Phase: Estimated duration to exit the learning phase.

Key observations:

• Higher daily budgets shorten the learning phase.
• Using Google’s recommended CPA target reduces learning time.
• Increasing the CPA target further accelerates learning by allowing more flexibility.

Campaigns meeting performance benchmarks display a checkmark, while underperformers show an information icon for further adjustments. [LinkedIn]

?? 1st Contributor: Thomas Eccel

Google Ads API v16 Set to Sunset on February 5, 2025

Google Ads API v16 will be discontinued on February 5, 2025, with all API requests to this version failing after the sunset date. Users must migrate to a newer API version to maintain access.

You can access the Google Cloud Console under "APIs & Services" to check API usage and review the METRICS subtab for detailed usage information, including API version and method details. [Source]

Local Service Ads

Google Removes Key LSA Features for Tax Specialists

Google has quietly eliminated key features of Local Services Ads (LSA) for the tax specialist vertical, including lead crediting, message leads, booking, and call recording. This change reportedly happened last week despite advertisers only recently receiving email notifications. [LinkedIn]

?? 1st Contributor: Anthony Higman

Google Ads Policies

Google Opens UK Crypto Advertising for Certified Advertisers

Effective January 15, 2025, Google will allow certified advertisers to promote cryptocurrency services in the UK. Advertisers must comply with the Financial Conduct Authority (FCA) regulations to market crypto exchanges and wallets. Hardware wallet ads will also be permitted but must focus solely on storage functionality without facilitating transactions. [Source]

Google Updates Political Content and Gambling Ad Policies

Google has revised its advertising policies, focusing on political content and gambling in specific regions:

• Political Content: A new reporting form enables California residents to flag ads potentially violating local election laws under the California Elections Code.
• Gambling Restrictions in Nigeria: Effective January 8, 2025, Google banned online gambling ads involving monetary transactions. The prohibition also covers promotional products, educational materials, and services related to gambling tips and odds.

[Source]

?? Tests Spotted In The Wild

CSS Overview Appears in Google Mobile SERPs

A new CSS overview feature has surfaced in Google’s mobile search results, improving shopping campaign visibility. Spotted during a search for “Herren Muesli Hemd”, the update showcases product images and links to online shops in a streamlined interface. [LinkedIn]

?? 1st Contributor: Alena Bauer

Supporter: @Adriaan Dekker

Google Ads Testing Changes to Map Ads Display

Google Ads is experimenting with modifications to Local Ads. Key changes include the removal of star ratings from map ads, the limitation of their display to mobile devices, and the omission of desktop searches. These updates are part of Google's continuous testing to refine user experience and ad performance on Maps. [X]

?? 1st Contributor: Anthony Higman

Microsoft Ads

Microsoft Launches Curate for Commerce

Curate for Commerce allows retailers to monetize first-party data with targeted ads from non-endemic partners. The tool simplifies operations by managing advertiser relationships and providing a centralized data and ad management platform. Retailers can increase revenue with minimal investment while enhancing the shopping experience for their customers. [Microsoft]

"Previously the primary means of reaching retail 1P audiences is via sponsored placements on their eCommerce sites, and non-endemic advertisers didn't always have access to this inventory. Today, retailers recognize that there is an opportunity to enhance a shopper's experience off-site – Curate for Commerce offers a turnkey solution to generate ad revenue from advertisers?who are seeking these known and valued audiences."

— Betty Chung, Head of Curation

Sponsored Promotions by Brands (SPB) Introduced

Using a cost-per-sale model, SPB enables advertisers to embed personalized ads across Bing, Edge, and retail sites. This eliminates upfront costs for advertisers while allowing them to run a single campaign across multiple retailers. Currently, in beta, SPB promises to expand its reach and improve campaign efficiency for brands. [Microsoft]

Retail Media

Instacart and Cut+Dry Partner on Foodservice Advertising

Instacart has partnered with Cut+Dry to integrate its Carrot Ads technology into the Cut+Dry platform, expanding advertising opportunities for food manufacturers and distributors. This collaboration aims to enhance brand visibility, influence purchasing decisions, and unlock new revenue streams within the food service sector.

Instacart’s Carrot Ads, widely adopted by over 220 retailer banners, will now power Cut+Dry's platform, enabling brands to reach a broader audience in the multi-billion dollar food service market. [Instacart]

?? Advertising News

TikTok Shop Expands E-commerce Reach in Europe

TikTok Shop is preparing to launch in the Netherlands in 2025. It will build on its European success in countries like the UK, Spain, and Ireland while testing in Italy and Germany. The platform, which leverages short videos and live streams for direct sales, has seen live-streaming commerce grow 64% year over year.

While live commerce has not yet reached its potential in the UK and US, its traction in Southeast Asia and China—where sibling platform Douyin excels—suggests room for growth. Beauty and personal care categories could be significantly impacted as TikTok continues its global e-commerce expansion. [Chinasellers]

Offshoring Trends Impacting Talent Markets

Neil Middlemass, a talent acquisition expert, reports a growing trend of network agencies hiring offshore, reducing junior hires within London. This shift has created challenges in the talent pipeline, particularly with a shortage of successors for managerial roles, driving higher demand at that level. Middlemass highlights the scale of GroupM compared to other networks, showcasing the impact of this offshoring movement.

The trend reflects a broader shift towards a global talent market, as agencies seek cost efficiencies by hiring outside traditional hubs like London. Read the full report for detailed insights: [Read the Report]

?? 1st Contributor: Neil Middlemass

?? Privacy & Compliance

Google Faces Trial Over Alleged Privacy Breach in Tracking Opt-Outs

Google will face a trial in August 2025 after a judge rejected its bid to dismiss a class-action lawsuit alleging it collected user data despite opt-outs in its Web & App Activity (WAA) settings. The case claims Google violated privacy laws by sharing data through its analytics tools, even for users who disabled tracking. Google argues the data was anonymized, but the court found its disclosures unclear, leaving the issue to a jury. The outcome could significantly impact Google's data practices. [Ars Technica]

Meta Eases Content Moderation, Ends Fact-Checking Program

Meta is overhauling its content moderation policies, replacing third-party fact-checking with a "Community Notes" model and narrowing enforcement to severe violations like terrorism and scams. Users will gain more control over political content, enabling personalized feeds.

The changes, announced ahead of the Trump administration’s return, mark a shift from strict moderation, citing past overreach and mistakes. Critics warn of potential misinformation risks, while Meta frames it as supporting free expression. Content policy teams will relocate outside California to broaden perspectives. [TechCrunch]

Meta to Display eBay Listings on Facebook Marketplace.

Meta will integrate eBay listings into Facebook Marketplace to comply with a €798 million EU antitrust ruling. The feature, to be tested in Germany, France, and the US, allows users to browse eBay items on Facebook but complete transactions on eBay. Despite complying within the EU-mandated 90-day period, Meta is appealing the decision.

The ruling, part of former EU competition chief Margrethe Vestager's efforts to regulate Big Tech, criticized Meta for linking its classified ads to Facebook, disadvantaging competitors. This move mirrors similar crackdowns on tech giants, including Google. [Bloomberg]

?? Tips of the Week

Google Gives Premium Partner Agencies Deadline to Organize MCCs

Google is urging Premium Partner Agencies to clean up their MCC accounts by the end of next week. Legacy accounts, often inactive or unmanaged, clutter agency MCCs, confusing Google reps and PPC specialists, especially during onboarding.

The recommended MCC framework for 2025 includes:

?? ???????????? ??????: The central hub for your operations.

?? ?????????????? ??????: A dedicated space for active, supported clients.

???♂? ?????????? ??????: For prospects or clients requesting account audits.

?? ?????????????? ??????: For inactive accounts.

Additional MCC layers can be added depending on the agency's business model. Streamlining MCCs can prevent miscommunication with Google reps and improve operational efficiency. [LinkedIn]

?? 1st Contributor: Georgi Zayakov

Google Ads Uses Landing Page Images in AI Chat Features

Google Ads now incorporates images from landing page URLs into its AI chat tools. This aligns with Dynamic Image Assets in Auto Applied Assets, requiring advertisers to confirm image usage rights.

The fine print states: "By saving the selected image(s), you confirm that you own all legal rights to the image and have permission to share the image with Google for use on your behalf in advertising or for other commercial purposes."

A disclosure allowing Google to use images for "advertising and/or other commercial purposes" suggests these assets could be repurposed in future ad formats or placements. Advertisers should review image rights carefully. [LinkedIn]

?? 1st Contributor: Anthony Higman

Tired of Google Rep Calls? Here's How to End Them

If you've had enough constant phone calls and emails from Google reps, here's a simple solution: ask to be removed from their list.

Most reps contacting you aren’t Google employees but third-party contractors working from a contact list. You can eliminate "quick catch-up calls" and "account review" emails by requesting removal, leaving you uninterrupted peace. [LinkedIn]

?? 1st Contributor: Ameet Khabra

One Last Useful Tip

?? 1st Contributor: Geert Groot

?? Resources

A 9-Pillar Diagnostic Framework (V3)

Scaling Google Ads campaigns remains challenging, but a newly updated framework (V3) aims to simplify the process. This iteration emphasizes unit economics and reorganizes priorities, focusing on foundational elements outside ad accounts.

The framework identifies 9 critical pillars for success, from irresistible offers to precise targeting and proper bid management. Missing even one pillar risks campaign performance. For example, poor creatives result in "unremarkable" ads, while unclear tracking leaves advertisers "blind." Master these pillars to scale effectively and profitably. [LinkedIn]

Credit: Miles McNair & Bob Meijer

Exclude Mobile App Placements in PMax Campaigns Faster

Are you tired of manually excluding endless mobile app categories from your PMax campaigns? Save yourself time and avoid RSI complaints. Instead of clicking through 140 categories, copy and paste this ready-made list into ‘Enter multiple placements’ in Google Ads:

Mobile App Placement Exclusions:

• mobileappcategory::60001
• mobileappcategory::60002
• mobileappcategory::60003 ...and more (find the full list here).

This script-driven list pulls all Mobile App Categories from the Google API and is regularly updated to keep your exclusions comprehensive and efficient. No more wasted time or misplaced ads on kids' games! [LinkedIn]

Credit: Nils Rooijmans

New Desktop Tool for Keyword Visualization Released by 8020Agent

8020Agent has launched a desktop-only tool to offer a fresh perspective on keyword and search term data. The tool is currently free to use, allowing users to explore its functionality with sample data or connect their accounts for more tailored insights.

While mobile compatibility and action-taking features are not yet available, the tool focuses on simplifying data analysis into meaningful visualizations. Feedback is encouraged through the app, direct messages, or public comments to help improve its development. [LinkedIn]

Credit: Mike Rhodes ??

?? Go Further

Meta Ads

Meta Ads Introduces CRM Event Testing for Conversions API

Meta Ads has rolled out a new feature allowing advertisers to test CRM events sent via the Conversions API using the 'Test Events' tool in 'Data Sources'.

How It Works:

1. Connect your CRM to Meta Ads.
2. Select a page and an instant form.
3. Create a test event, such as "lead."
4. Copy the Lead ID to simulate a test lead in your CRM.

Once set up, the test lead will display on the page automatically, ensuring seamless event tracking. [LinkedIn]

?? 1st Contributor: Bram Van der Hallen

Meta Resumes Testing AI-Powered Image Animation

Meta has restarted testing its AI-based Image Animation feature under Advantage+ creative enhancements. Initially tested and launched as an official option in October 2024, this new phase likely explores an improved version for better results or broader creative compatibility.

The test impacts up to 5% of ad impressions in enrolled accounts, with an opt-out available in Advertising settings. This move reflects Meta's 2025 focus on automated video creation and advanced creative solutions. [LinkedIn]

?? 1st Contributor: Dario Zannoni

Other key updates from Bram:

?? Incremental Attribution: Now rolling out to more accounts, this feature optimizes conversions that wouldn’t occur without ad exposure, helping advertisers focus on true incremental results.

?? Partnership Ad Testimonials: Advertisers can add partner testimonials directly to Instagram partnership ads, enhancing authenticity and engagement.

??? Audience Labels for Contact Lists: You can now tag leads with audience labels to better track lead quality when uploading contact lists.

?? Creative Reports: Two new tools, 'Creative Freshness' and 'Creative Mix', let advertisers monitor trends, weekly creative additions, and spending by media format. Access them via 'Ads Reporting' in Business Suite. [LinkedIn]

LinkedIn Ads

LinkedIn Ads Launches Accelerated Delivery in Beta

LinkedIn has introduced Accelerated Delivery, a new bid strategy designed to help advertisers quickly spend their budgets to meet short-term objectives. Unlike standard delivery, which distributes ad impressions evenly throughout the day, this approach focuses on showing ads as soon as possible until the daily budget is fully utilized.

This feature is particularly suited for scenarios like last-minute event registrations, promoting content with a short lifespan, or conducting rapid A/B tests. While it provides flexibility for immediate campaigns, it may limit opportunities for mid-campaign adjustments and optimizations. [LinkedIn]

?? 1st Contributor: Tyler Rabey

TikTok Ads

TikTok Messaging Ads Launch in Asia Pacific

TikTok has unveiled Messaging Ads in Asia Pacific, offering Direct Messaging Ads within TikTok and Instant Messaging Ads that link to platforms like WhatsApp. The feature helps businesses reach new customers, qualify leads, and build stronger relationships. Case studies in Thailand, Vietnam, and Indonesia show reduced costs and improved conversions.[TikTok]

TikTok Ads Manager Improves Filtering Features

TikTok Ads Manager has addressed a long-standing issue with its filtering functionality. The updated tool allows users to set multiple filters, customize filter orientation, make adjustments, and utilize the highly anticipated "does not contain" function, streamlining campaign management and user experience. [LinkedIn]

?? 1st Contributor: Esther Kokabi

Supporter: Georgi Zayakov

Reddit Ads

Reddit Unveils New Ad Features and Research Insights at CES 2025

Reddit introduced key advertising updates during CES 2025, boosting business engagement and improving brand safety. Highlights include:

• Reddit Pro Trends: A tool for real-time tracking of keywords, conversation volumes, and community engagement. Early adopters like Wayfair and the NBA reported a 12% increase in post-creation.
• AMA Ads: An enhanced Ask Me Anything? format with RSVP tracking and ad promotion, achieving strong engagement for brands like Sephora.
• Enhanced Brand Safety: Partnerships with IAS and DoubleVerify deliver a 99% safety rating across 500M impressions.

Reddit also shared research showing 42% of users trust its purchase recommendations, emphasizing its influence on consumer decisions. [Reddit]

Amazon Ads

Amazon Launches Retail Ad Service in Beta for U.S. Multi-Brand Retailers

Amazon has introduced Amazon Retail Ad Service, a cloud-based ad-tech solution aimed at helping multi-brand retailers in the U.S. monetize their online traffic through contextually relevant sponsored product ads. The service is built on Amazon's ad-tech expertise and AWS infrastructure.

Retailers can use the service to deliver ads across search, browse, and product detail pages, while brands manage campaigns seamlessly, even if they don't sell on Amazon. Shoppers benefit from native ads that lead to purchases directly on retailer websites or apps. [Amazon Ads]

??? Images of the Week

Image: Nick Shackelford [LinkedIn]

[OR]

Image: Florian Listl [LinkedIn]

?? Creative Masterpiece

Brian Cox's 2024 Uber Ad

One of the standout ads of 2024 was Uber’s two-minute spot featuring Brian Cox. Here's why it resonated:

• Emotional Impact: Despite its length, the ad scored exceptionally high on System1's emotional and creative metrics, outperforming shorter, conventional ads.
• Entertainment Value: The ad competed with mainstream entertainment, delivering content as engaging as what audiences consume on platforms like TikTok and Netflix.
• Effective Celebrity Use: Brian Cox's acting talent was pivotal, going beyond a celebrity cameo to enhance the ad's storytelling and emotional depth.

Uber’s campaign demonstrated how creativity and talent can elevate an ad to memorable content. [LinkedIn]

Credit: Andrew Tindall

?? 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.