The top 10 international Pay Per Click Industry News from November 21 to 28, 2025, commented live by Gianpaolo Lorusso, the founder of ADworld Experience (the World’s Largest PPC-Cases-Only event).
2) Messenger and Zalo are now available as messaging assets in GAds
Aleksejus Podpruginas was among the first to notice that in addition to WA, messaging with Messenger and Zalo (not widely used in Europe) will also be possible.
https://www.linkedin.com/feed/update/urn:li:activity:7398771850706669569/
3) New experimental features for creatives in MetaAds
Dario Zannoni shared three new features (promotional text in images, virtual try-ons, and suggested answers in instant form ads)
https://www.linkedin.com/feed/update/urn:li:activity:7399146762449436672/
4) New value rule on conversion point in MetaAds
Bram VdHallen reports that it’s now possible to change the value of conversions depending on where they are obtained (site, app, or instant form).
https://www.linkedin.com/feed/update/urn:li:activity:7399147448603918339/
5) Do seasonal adjustments help or hurt during BFCM?
A new study of historical data from Optmyzr suggests that seasonal adjustments are actually quite useless, if not harmful.
https://www.optmyzr.com/blog/bfcm-seasonality-adjustments-study//
6) Best practices in Google Merchant Center (and beyond)
Correct branding, feed management, and other important tips from two of the world’s most knowledgeable shopping ad professionals
https://www.linkedin.com/feed/update/urn:li:activity:7399441205903654913/ (Ruben Runneboom)
https://feedarmy.com/kb/how-to-succeed-with-google-shopping-during-the-holiday-season-my-full-breakdown-real-world-advice/ (Emmanuel Flossie)
7) Nano Banana in Google Ads: The good, the bad, and the weird
Ameet Khabra shares his experiments with the new image processing AI tool recently released by Google
https://hopskipmedia.com/nano-banana-pro-in-google-ads/
8) Watch out for fraud in Google Ads account managers
Phishing emails are circulating that can potentially compromise account security (Anu Adegbola)
https://searchengineland.com/google-ads-mcc-hijacks-are-surging-465186
9) TikTok & Snapchat release some interesting data
Andrew Hutchinson (SMT) summarizes and comments on some data released by TikTok on influencer marketing and by Snapchat on post-holiday deals. Season
https://www.socialmediatoday.com/news/tiktok-highlights-the-value-of-creator-partnerships-for-marketing/806452/
https://www.socialmediatoday.com/news/snapchat-highlights-post-christmas-opportunities-for-brands/806449/
Google will reinstate the use of custom segments in some verticals – Anu Adegbola
Vote for your favorite PPC influencer (until 12/25/25) – PPCSurvey
Here is a video commentary of the news (starting from the last one, like in any honorable news-parade): https://youtu.be/dbZN10RpTHs
May the ROI be with you! And… more peace for everyone!
Thaaanks
Gianpaolo Lorusso
ADworld Experience founder
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