Top 10 PPC News from February 1 to 7, 2025

The top 10 international Pay Per Click Industry News from February 1 to 7, 2025, commented live by Gianpaolo Lorusso, the founder of ADworld Experience (the World’s Largest PPC-Cases-Only event).

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.linkedin.com/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 (announcement official)
https://www.linkedin.com/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.linkedin.com/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.linkedin.com/feed/update/urn:li:activity:7293687898409721856/
https://www.linkedin.com/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.linkedin.com/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

 

 

Here is a video commentary of the news (starting from the last one, like in any honorable news-parade): https://youtu.be/cDtrP1yqkCU

If I missed something important, please comment (I’ll consider it next week)! Thank you.
May the ROI be with you and… more peace for everyone! 🙂

Gianpaolo Lorusso
ADworld Experience founder

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