Top 10 PPC News from February 21 to 28, 2025

04 Mar Top 10 PPC News from February 21 to 28, 2025

The top ten most interesting global news on Pay Per Click from February 21 to 28, 2025, commented live by Gianpaolo Lorusso, the founder of ADworld Experience.

1) Some GAds may have stopped on 2/28 till 3/3
Google has confirmed that some ads may have stopped serving from 2/28 to 3/3, without specifying what happened and what kind of campaigns were involved
https://ads.google.com/status/publisher/incidents/Td3ssSnBDtpcvuW7ZEye

2) The Enhanced cpc on March 15 will leave us (it’s time to test something else)
If you’re interested in doing some comparison experiments with other automatic bidding strategies, you’d better do it now 🙂
https://support.google.com/google-ads/answer/2464964

3) How to (properly) audit Ad Sets in a MetaAds campaign
A complete and professional audit is easy, if you know how to do it (Jon Loomer)
https://www.jonloomer.com/meta-ads-audit-ad-sets/
4) 7 reasons why PMax campaigns could be “stealing” impressions from search ads
Brad Geddes explains how to professionally run PMax campaigns together with search ones
https://adalysis.com/blog/seven-reasons-pmax-is-stealing-your-search-impressions/

5) Optimize your budget or scale at the right time and in the right way
Ameet Khabra shared a small guide to budget optimization in Google Ads
https://searchengineland.com/ppc-budgeting-adjust-scale-optimize-data-452493

6) New functionality for Adv+ catalog ads
Dario Zannoni noted that it is now possible to automatically match the best partner ads used in other campaigns to product catalog ads
https://www.linkedin.com/feed/update/urn:li:activity:7302344621836091392/

7) How Big Query ML can help you optimize a GAds account
Nice post by Jason Tabeling explaining how to leverage the Machine Learning tool in Big Query to optimize Google Ads campaigns
https://searchengineland.com/bigquery-ml-targeting-bidding-roi-google-ads-452686

8) New social validation labels in Meta Ads
Bram Van der Hallen reports new “brand highlights” (wordings that recall interactions with ads or the advertiser’s site) to promote social validation of the brand
https://www.linkedin.com/feed/update/urn:li:activity:7301155044081430529/

9) The option to target new high-value customers is coming
Thomas Eccel reports that Google is releasing this new feature intended to give priority in ads to high-spending users
https://www.linkedin.com/feed/update/urn:li:activity:7301641976259477506/
10) New features for brand protection in Snapchat
The social network of the little ghost has released a new feature to choose the available repositories (broad, standard or limited)
https://forbusiness.snapchat.com/blog/brand-suitability-suite-2025

EXTRA CONTENTS

Script to monitor conversion rate drops beyond a fixed threshold – Mark Lee

Netflix enters programmatic repositories in Dispaly & Video 360 – Google

New Rich Communication Service (native messaging apps) integrated in GAds – Alexandre Falck

Registration to ADworld Experience 2025 is open (& price will soon rise again) – ADworld Experience

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May the ROI be with you! And… more peace for everyone!

PS: Please comment if you think I missed something important (I’ll consider next week! 🙂 Thank You.