The top 10 international Pay Per Click Industry News from January 17 to 24, 2025, commented live by Gianpaolo Lorusso, the founder of ADworld Experience (the World’s Largest PPC-Cases-Only event).
1) Important updates in PMax
Google announced, among other things, negatives (max 100), high value customers, demographic exclusions, usefulness indicator in search topics, impression source etc
https://www.linkedin.com/feed/update/urn:li:activity:7288841190429380608/ (comment by Navah Hopkins)
https://blog.google/products/ads-commerce/new-performance-max-features-2025/ (official announcement by Google)
2) Meta limits tracking data in a number of sectors
A real example reported by Bram Van der Hallen of what is happening to some advertisers operating in the healthcare, financial and political/trade-unions
https://www.linkedin.com/feed/update/urn:li:activity:7288180040746332162/ (real case)
https://www.facebook.com/business/help/1402913027039332 (official announcement by Meta)
3) Google Manufacturer Center (a little help for manufacturers)
Did you know that Google offers direct manufacturers an additional system to the Merchant Center to promote their products globally. Me neither (thanks Lexi Hobbs 🙂
https://www.linkedin.com/feed/update/urn:li:activity:7288842458187112448/
4) TikTok launches GMV Max campaigns in the UK
Andrew Hutchinbson (SMT) reports the announcement of the launch in the UK of the new automated (AI driven) system of TikTok for the management of shopping campaigns
https://www.socialmediatoday.com/news/tiktok-gmv-max-retail-ad-automation/738190/
5) PMax & Search can help each other
Great talk by Brad Geddes on how to effectively combine PMax and Search campaigns
https://searchengineland.com/search-performance-max-campaigns-complement-450847
6) Demand Gen now have a dedicated conversion
Hana Kobzova reports a new conversion metric (in beta) dedicated to Demand Gen that combines view through conversions with others (as it happens in Meta)
https://ppcnewsfeed.com/ppc-news/2025-01/demand-gen-gets-dedicated-conversion-metrics-in-google-ads-beta/
7) Linkedin improves data-driven attribution
A post by John Bencina on the official Linkedin blog explains in detail how the LI’s Data Driven attribution model works
https://www.linkedin.com/blog/engineering/marketing/buyer-journey-insights-with-data-driven-attribution
8) The first tests for ads in Threads are coming
Meta officially announces that tests have begun with some selected brands in the US and Japan
https://www.socialmediatoday.com/news/meta-launches-test-threads-ads/738317/
9) Microsoft too is working on PMax
Navah Hopkins reports various updates, including: audience signals with Linkedin, segmentation by audience and category, value rules for conversions etc
https://www.linkedin.com/feed/update/urn:li:activity:7288841362118991873/
10) GAds Customer Retention Goal made its appeareance
Hana Kobzova reports the fist spotted settings of the new goal announced some months ago
https://ppcnewsfeed.com/ppc-news/2025-01/first-look-at-customer-retention-goal-setup/
EXTRA CONTENTS
Be careful to GA4 custom events based on link_url containing tel: o mail: links – Gianpaolo Lorusso
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
Here is a video commentary of the news (starting from the last one, like in any honorable news-parade): https://youtu.be/rdWaMxs8kSk
Gianpaolo Lorusso
ADworld Experience founder
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