Top PPC news from February 1 to 7, 2025

1) Meta to expand default inventory for ads starting 2/24/25 - After having limited content moderation (outside the EU), Meta is also loosening the filter on available inventory by switching to "extended" inventory

https://www.dhirubhai.net/feed/update/urn:li:activity:7292486397502918656/ (recap by Bram Van der Hallen )

https://www.facebook.com/business/help/3001448133206080 (official announcement)

2) Meta changes the Advantage+ campaign creation process - Manual Shopping campaigns will no longer be possible, Adv+ for leads is here and the "opportunity" (optimization) score will be expanded

https://www.facebook.com/business/news/supercharge-performance-advantage-opportunity-score (official announcement)

https://www.dhirubhai.net/feed/update/urn:li:activity:7293673122833072129/ (comment by Dario Zannoni )

3) Google Ads streamlines conversion tracking - A new dedicated Tag has been released in Tag Manager and a new codeless integration in Google Ads

https://searchengineland.com/google-ads-conversion-tracking-new-tag-manager-feature-451624 (Tag Manager - Anu Adegbola )

https://www.dhirubhai.net/feed/update/urn:li:activity:7292486817721819136/ (Google Ads - Thomas Eccel )

4) Mini-guide to the transition from Video for Action to Demand Gen - Georgi Zayakov has published a guide to the transition from VAC to DGen campaigns (which will start in March) + Joey Bidner noticed the return of the video partner filter

https://www.dhirubhai.net/feed/update/urn:li:activity:7293687898409721856/

https://www.dhirubhai.net/feed/update/urn%3Ali%3Aactivity%3A7293734856352538624/

5) GAds Dos/Don’ts in 2025 - Pauline Jakober does a nice summary of all the things worth testing in Google Ads in the coming months

https://searchengineland.com/google-ads-optimization-stop-start-continue-451602

6) Google refines its site navigation rating - Google announced that it has launched a new predictive rating model for the quality of navigation on landing pages of campaigns

https://blog.google/products/ads-commerce/search-ads-and-the-importance-of-landing-page-navigation/

7) Microsoft launches several new features in PMax (and not only) - Among the most important things there is certainly the possibility of using Linkedin audiences as signals in PMax

https://about.ads.microsoft.com/en/blog/post/february-2025/new-performance-max-tools-and-other-product-updates-for-february

8) The most common mistakes in managing manual bids - Michelle Morgan has published a nice post on best practices and the most common mistakes in manual bidding

https://www.wordstream.com/blog/google-ads-manual-bidding-mistakes

9) Competitor-related (and not) term tracking scripts - Andrea Atzori has shared a GAds script that isolates search terms that include a list of preset terms and periodically sends them via mail

https://andreaatzori.com/competitor-search-term-analysis-script-for-google-ads/

10) Meta could automatically add videos to Adv+ catalog ads - Bram Van der Hallen reports this update, with a screenshot and explanation

https://www.dhirubhai.net/feed/update/urn:li:activity:7292487164297158656/

EXTRA CONTENTS

Google chough (again) to help monetizing garbage (to be very kind) sites - Checkmyads.org

2025 edition of PPC slalaries survey (answer within 2/28/25) - Duane Brown

Paid Search Association Conference on Feb 12, 2025 - Paid Search Association

Registration to ADworld Experience 2025 is open (& price will soon rise again) - ADworld Experience

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May the ROI be with you! And... more peace for everyone!

PS: Please comment if you think I missed something important (I'll consider next week! :-) Thank You.

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