The top 10 international Pay Per Click Industry News from September 21 to October 3, 2025, commented live by Gianpaolo Lorusso, the founder of ADworld Experience (the World’s Largest PPC-Cases-Only event).
1) Chat GPT prepares to offer in-app shopping experience and its own ad platform
Two reports from Danny Goodwin (SEL) indicate ChatGPT is accelerating toward full-frontal competition with Google, Meta, and Amazon.
https://searchengineland.com/openai-chatgpt-instant-checkout-462727
https://searchengineland.com/openai-staffing-chatgpt-ad-platform-462554
2) More and more advertisers are using mixed shopping and PMax configurations
Mike Ryan reports that, according to SMEC data, 25% (& growing) of advertisers now use both types of campaigns simultaneously
https://www.linkedin.com/feed/update/urn:li:activity:7376557316940193793/
3) Meta announces and launches a series of new features
Leads in Google Sheets, extra budget testing option, different ad formats on Threads
https://www.linkedin.com/feed/update/urn:li:activity:7381733767532429312/ (Dario Zannoni)
https://www.linkedin.com/feed/update/urn:li:activity:7381733559369281537/ (Bram Van der Hallen)
https://www.jonloomer.com/qvt/new-threads-ads-features/ (Jon Loomer)
4) AI Max in the Test
Menachem Ani explains when, how and why to use AI Max (based on real campaign results)
https://searchengineland.com/googles-ai-max-for-search-30-days-testing-462568
5) Why and when to use the maximum CPC limit
Andrew Lolk shares his tips on using this tool, still very useful in some specific GAds cases
https://savvyrevenue.com/blog/max-bid-limits-google/
6) It is now possible to self-manage all YouTube placements (including Mastheads)
Thomas Eccel reports that it is now possible to manage ads on the YouTube homepage (Masthead) through the GAds interface
https://www.linkedin.com/feed/update/urn:li:activity:7381728268783267840/
7) Google pushes Demand Gen down the white rabbit conversion hole
Google has announced a change to the core algorithm for Demand Gen campaigns, which should push its wider use in the middle and bottom of the funnel
https://searchengineland.com/google-demand-gen-performance-marketing-462471 (Anu Adegbola)
8) New detailed data land in the Performance Max segments report
Google releases data for new segments based on device types, time of day, conversions and network
https://blog.google/products/ads-commerce/asset-network-segmentation-improved-channel-performance-reporting-performance-max/
9) Mini-Guide to TikTok Search Ads
Thomas Eccel shares a series of best practices for TikTok search campaigns (now being rolled out globally)
https://www.linkedin.com/feed/update/urn:li:activity:7376881586845159425/
Here is a video commentary of the news (starting from the last one, like in any honorable news-parade): https://youtu.be/531DDwYmP94
May the ROI be with you! And… more peace for everyone!
Thaaanks
Gianpaolo Lorusso
ADworld Experience founder
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