Top 10 PPC News from February 7 to 14, 2025

18 Feb Top 10 PPC News from February 7 to 14, 2025

The top ten most interesting global news on Pay Per Click from February 7 to 14, 2025, commented live by Gianpaolo Lorusso, the founder of ADworld Experience.

1) Google sets maximum customer list lifespan to 540 days
Starting April 7, 2025, you will no longer be able to upload customer lists without setting an expiration date (and existing lists will be set to 540 days)
https://www.linkedin.com/feed/update/urn:li:activity:7296473826454900736/

2) Meta launches Signals Gateway + other updates
New way to transmit/receive first-party data via API, new audiences in catalog ads and image object cropping tools
https://developers.facebook.com/docs/marketing-api/gateway-products/signals-gateway (official announcement from Meta)
https://www.linkedin.com/feed/update/urn:li:activity:7295700218870661120/ (recap by Bram Van der Hallen)

3) New insights for PMax search themes
Natasha Kaurra reported new AI-generated comments that provide explanations of the best-performing search themes
https://www.linkedin.com/feed/update/urn:li:activity:7296452968575332353/
4) Confirmation of the validity of the PMax misplacement exclusion script
Elisabetta Gallucci confirms that Nils Rooijmans’ script (modified by Gabriele Benedetti and herself) works well to improve the efficiency of PMax
https://www.linkedin.com/feed/update/urn:li:activity:7296458265029206016/

5) Pushing new customer acquisition without destroying your campaigns
Simone Dassereto shared a very interesting way to test the effectiveness of new customer optimization (which otherwise risks being dangerous)
https://www.linkedin.com/posts/simone-dassereto-growth_come-ottimizzare-campagne-google-ads-per-activity-7296099572915847168-F_Y4/

6) Starting March 10, DGens may create short versions of your videos
Julie Friedman Bacchini shared a message from Google alerting to opt out before March 10, if not interested.
https://searchengineland.com/google-demand-gen-ads-auto-generated-short-videos-451808

7) Some tools to test in 2025
Laura Schiele shared some interesting suggestions, among which Segment (CDP), Stape (server-side) & Northbeam (MMM)
https://searchengineland.com/5-underrated-tools-to-boost-your-b2b-ppc-performance-in-2025-451837

8) Whatsapp integration in Meta’s lead forms & TikTok
Instant messages platform integrations seems to be under the spotlight of all major ad networks
https://www.linkedin.com/feed/update/urn:li:activity:7294690326827470848/ (Matias Axel Ramayo – Meta)
https://www.linkedin.com/feed/update/urn:li:activity:7295461965185871872/ (Emirhan Bayutmus – Tik Tok)

9) Clarity adds a heat map of clicks that converted afterwards
Enrico Pavan reports the very interesting new feature (which allows you to immediately understand the key paths to conversions)
https://www.linkedin.com/feed/update/urn:li:activity:7296218095210098689/
10) 6 must have of effective video ads
Savannah Sanchez has published an infographic that summarizes the essential requirements of successful video ads (via SMT)
https://www.socialmediatoday.com/news/6-essential-ad-creation-tips-infographic/740019/

EXTRA CONTENTS

What to test in 2025 in GAds (video with Fred Vallaeys, Andrew Lolk & Julie Friedman Bacchini) – Optmyzr

2025 edition of PPC salary survey (answers within Feb 28) – Duane Brown

Paid Search Association Conference 2025 video – Paid Search Association (presentation by G.Lorusso at time 1:51:30)

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

Subscribe our YouTube channel to get updates: 
https://youtube.com/subscription_center?add_user=adwexp

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.