The top 10 international Pay Per Click Industry News from April 11 to 18, 2025, commented live by Gianpaolo Lorusso, the founder of ADworld Experience (the World’s Largest PPC-Cases-Only event).
2) How AI overviews will affect Pay Per Click
A nice post by Kelly Spryszak makes it clear that the impact will be very different from sector to sector and outlines some predictions.
https://www.jumpfly.com/blog/are-google-ai-overviews-torching-paid-search/
3) Much incremental about nothing
Bram Van der Hallen reports the first real data for the new incremental results feature in MetaAds. Calculations are a black box & their reliability is all to be proven.
https://www.linkedin.com/feed/update/urn:li:activity:7318597093663629312/
4) Negative demographic targeting arrives in PMax
Thomas Eccel reports that the possibility of excluding selected age groups has already appeared in various accounts.
https://www.linkedin.com/feed/update/urn:li:activity:7318597351319699456/
5) Is it really worth focusing on super-premium products in shopping campaigns
Surprisingly, the right answer should be “it depends”, and Ruben Runneboom explains on what.
https://www.linkedin.com/feed/update/urn:li:activity:7318902565990031361/
6) Mini-guide to flexible ad formats in Meta
Jon Loomer explains in details the advantages and disadvantages of this new option and when it might be worth using it.
https://www.jonloomer.com/how-i-use-flexible-ad-format/
7) How to do a professional audit of Amazon Ads campaigns
Hanusha Harikumar (Optmyzr) provides a detailed monitoring template with the most important KPIs to consider
https://www.optmyzr.com/blog/amazon-audit/
8) TikTok continues to focus on brand suitability
New placement exclusion controls and a brand safety guide released
https://ads.tiktok.com/business/en-US/blog/expanding-brand-safety-new-suitability-controls
9) Is this the year of short videos (in ads too)?
Two posts both confirm that this format is gaining importance, even on B2B markets.
https://searchengineland.com/short-form-big-impact-what-creators-can-teach-performance-marketers-454217 (Ben Wood)
https://www.linkedin.com/business/marketing/blog/marketing-collective/the-powerful-future-of-short-term-video-in-b2b-marketing (Alexandra Rynne)
EXTRA CONTENTS
Google was ruled to have acted illegally to mantain a monopoly in some ad tech – Barry Schwartz
How to solve some classic Paid Media challenges with AI – Rene Radloff
Here is a video commentary of the news (starting from the last one, like in any honorable news-parade): https://youtu.be/-Yn-dA3gMXs
Gianpaolo Lorusso
ADworld Experience founder
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