The top 10 international Pay Per Click Industry News from August 1 to 8, 2025, commented live by Gianpaolo Lorusso, the founder of ADworld Experience (the World’s Largest PPC-Cases-Only event).
1) Google says AI mode doesn’t affect traffic to external sites, but what’s really going on?
In a great post, Aleyda Solis offers a possible explanation for the decrease in traffic experienced by many sites after the introduction of AI overviews (with stable YoY referrals).
https://www.linkedin.com/feed/update/urn:li:activity:7359482151748145152/
2) Incremental or not? The Results of a Study of 640 Meta Ads Campaigns
Tyler Horner (Haus) presents the results of an incrementality study conducted on a handful of Meta Ads campaigns (thanks to Julie Bacchini for highlighting it).
https://www.haus.io/blog/the-meta-report-lessons-from-640-haus-incrementality-experiments
3) Further Confirmation of PMax Cannibalizing Search Ads
Fred Vallaeys (Optmyzr) shares the results of a study confirming that PMax is taking traffic (and conversions) away from search ads, even when it shouldn’t be.
https://www.optmyzr.com/blog/is-pmax-cannibalizing-search/
4) New Ad Testing Feature in MetaAds
Dario Zannoni shares a great explanation of the new feature in Meta that once again enables real-world A/B testing of ads Copy
https://www.linkedin.com/feed/update/urn:li:activity:7358542549071912960/
5) What’s new in Google DGen campaigns
“Adaptive layouts” and A/B testing are coming to Demand Gen campaigns in Google Ads
https://www.linkedin.com/feed/update/urn:li:activity:7358108934521372672/ (A/B testing by Thomnas Eccel)
https://www.linkedin.com/feed/update/urn:li:activity:7359244338360401925/ (adaptive layouts by Menachem Ani)
6) GMV Max campaigns are coming to TikTok
Emirhan Bayutmus reminds us that the new GMV Max (TikTok’s PMax) has been available since July (starting from September it will replace Shop campaigns)
https://www.linkedin.com/feed/update/urn:li:activity:7358108707966087168/
7) What to do if GAds performance declines
Great post by Sarah Stemen with a series of tips on how to revive declining GAds performance
https://searchengineland.com/google-ads-performance-declines-460018
8) Microsoft introduces “Premium Streaming” campaigns
A new campaign type is coming to manage premium video ad placements on platforms like Netflix, Roku, Paramount, LG, Samsung, Rakuten, etc. (Hana Kobzova)
https://ppcnewsfeed.com/ppc-news/2025-08/microsoft-advertising-introduces-premium-streaming-campaigns/
9) More data on the impact of enhanced conversions in GAds
Thomas Eccel reports the introduction of new data in the report showing their impact on campaigns
https://www.linkedin.com/feed/update/urn:li:activity:7358746494658613248/
10) Nice script alerting you about best-selling out-of-stock products
Matinique Roelse shared a nice script that alerts you if top-selling products go out of stock
https://adcrease.nl/article/google-ads-script-out-of-stock-alert-google-shopping/
Extra contents
GAds API v21 is here – Anash P. Oommen (Google)
Here is a video commentary of the news (starting from the last one, like in any honorable news-parade): https://youtu.be/49vEJhXE7Og
May the ROI be with you! And… more peace for everyone!
Thaaanks
Gianpaolo Lorusso
ADworld Experience founder
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