The top 10 international Pay Per Click Industry News from May 23 to 31, 2025, commented live by Gianpaolo Lorusso, the founder of ADworld Experience (the World’s Largest PPC-Cases-Only event).
1) GoogleAds and AI Overviews
Google clarifies that ads can appear only once above, below or inside the AI overviews and only with broad match and/or AI powered campaigns
https://www.seroundtable.com/google-ads-ai-overviews-timing-39508.html (Barry Schwartz)
https://www.linkedin.com/posts/nikkikuhlman_gml2025-ppc-googleads-activity-7334261513874022400-PuNT/ (Nikki Kuhlman)
2) Shein returns to investing in ads, but Amazon instead dropped sharply…
Andy Taylor’s data (Tinuiti) confirms the recovery, but also the big drop in Amazon’s investments (perhaps on goods shortage from China?)
https://www.linkedin.com/feed/update/urn:li:activity:7333860510024585217/
3) Mini-guide to value rules in MetaAds
Jon Loomer recaps how, when and why to use them.
https://www.jonloomer.com/value-rules/
4) Online advertising investments in Europe exceeded 100 billion euros for the first time in 2024
IAB certifies the new record of around 120 billion, with an increase of 16% compared to 2023.
https://iabeurope.eu/iab-europes-2024-adex-benchmark-report-european-digital-advertising-market-surpasses-e100bn-for-the-first-time/
5) Where is Google Ads going?
Fred Vallaeys & Ginny Marvin discussed the future of advertising at Google (touching on some interesting concepts, such as “synthetic” keywords)
https://www.linkedin.com/pulse/googles-ads-liaison-breaks-down-what-you-need-know-future-vallaeys-yq54c/
https://zatomarketing.com/blog/what-are-google-ads-synthetic-keywords (Kirk Williams)
https://searchengineland.com/google-quietly-releases-guide-for-ai-max-for-search-what-advertisers-need-to-know-456243 (mini-guide to AI Max for Search)
6) New AI features in Meta Ads generation
Dario Zannoni is among the first to report on the new features of music generation, CTA and voiceover translations
https://www.linkedin.com/feed/update/urn:li:activity:7333859932758331393/
7) Is Hagakure Method Dead in GAds?
Nice post by Benjamin Wenner that reports a case study of the methodology suggested by Google itself, until some time ago
https://searchengineland.com/hagakure-method-google-ads-management-432867
8) Map placements coming to Demand Gen
Demand Gen campaigns will be enriched with placements on Google maps (so far excluded)
https://www.linkedin.com/feed/update/urn:li:activity:7332775876104716288/ (Thomas Eccel)
9) News for YouTube Ads
Lens in shorts and side-by-side ads in livestream are coming (Andrew Hutchinson)
https://www.socialmediatoday.com/news/youtube-adds-google-lens-search-to-shorts/749370/
https://www.socialmediatoday.com/news/youtube-launches-side-by-side-ads-livestreams/749376/
10) Interesting tactic to keep costs low on targeted searches
Arthur MacLellan shared his “Feeder Strategy” based on 2 campaigns in pair (Max click/Exact/easy goal + tCPA/Broad/real goal)
https://www.linkedin.com/feed/update/urn:li:activity:7333743020321693696/
Extra contents
AI suggestions to create assets in Microsoft Advertising – Paul Longo (Microsoft)
Mini-guide to LinkedinAds CAPI – Mitch Krause (Linkedin)
Script to monitor zero impression assets – Roger Cooney
Small hack to connect a negative list to a PMax – (Wordstream + Nils Rooijmans)
Gianpaolo Lorusso
ADworld Experience founder
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