The top 10 international Pay Per Click Industry News from January 3 to 17, 2025, commented live by Gianpaolo Lorusso, the founder of ADworld Experience (the World’s Largest PPC-Cases-Only event).
1) Negatives for PMax are (almost) here, but with strong limitations
Negative keys at campaign level for Performance Max are (finally) live, BUT LISTS ARE NOT ALLOWED & ARE LIMITED TO 100 X CAMPAIGN (very disappointing)
https://www.linkedin.com/feed/update/urn:li:activity:7284996187831590912/
2) Amazon on its way to became a global competitor in PPC
Amazon is opening its ads platform to other major retailers
https://searchengineland.com/amazon-opens-advertising-other-retailers-450347
3) How to test Facebook Ads creatives in 2025
Vasyl Sergiienko shared a comprehensive testing framework for Facebook Ads creatives
https://www.linkedin.com/feed/update/urn:li:activity:7283039223773892608/
4) To set a bid cap isn’t always a great idea
Jyll Saskin Gales shares a case study where bid limits were literally killing an account’s performance
https://learn.jyll.ca/blog/are-bid-limits-killing-your-google-ads-performance
5) SMS verification can dramatically change the quality of leads collected in Meta
Bram Van der Hallen rightly points out that the new feature recently introduced by Meta could be a game changer in terms of lead quality (loosing some leads, of course)
https://www.linkedin.com/feed/update/urn:li:activity:7285997456167768064/
6) Excluding useless placements, even from PMax, is easy (if you know how to do it)
Kristin Kusiak shared a series of 3 posts explaining how to track placements, choose useless ones, and exclude them (if you’re new to this, read them all and 3!)
https://clixmarketing.com/placement-exclusions-series-part-3-how-to-exclude-placements/
7) Google and Meta at risk again for abuses of their dominant position
Google in the UK and Meta in the US will probably find themselves paying multi-million dollar fines (again) for their borderline practices (Luis Rijo and Anu Adegbola)
https://searchengineland.com/supreme-court-meta-ad-fraud-case-proceed-450504
https://ppc.land/competition-watchdog-launches-strategic-investigation-into-google-search-dominance/
8) PMax influx on Impression Share data for search campaigns
Brad Geddes confirms that impressions made by PMax are not included in those used to calculate the IS in the search engine network research
https://adalysis.com/blog/the-hidden-impact-of-performance-max-on-your-search-impression-share-data/
9) Different conversions at asset group level are coming in PMax
You will be able to set different conversions for each asset group (Thomas Eccel confirmed by Ginny Marvin)
https://www.linkedin.com/feed/update/urn:li:activity:7283114413396561921/
10) Automatic evaluation of delivery times in Google Shopping
A reliability index of merchant delivery times is coming (if you provide tracking data via the API for shopping or Google partners) – Dario Zannoni
https://www.linkedin.com/feed/update/urn:li:activity:7286327984465043456/
EXTRA CONTENTS
How to check if your dynamic remarketing is working properly – Ruben Runneboom
Reddit launches its own trend reporting tool – Reddit
Open source app to find negatives with Google Gemini – Christoph Scherf
App categories list ready for exclusion (saving 140 clicks) – Nils Rooijmans
Google Tag Assistant is back – Anu Adegbola
Microsoft launches “Curate for Commerce” e ” Sponsored Promotions” – Lynne Kjolso
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/dD9TNTGiWnI
Gianpaolo Lorusso
ADworld Experience founder