Top 10 PPC News-Parade from April 11 to 18, 2025

18 Apr Top 10 PPC News-Parade from April 11 to 18, 2025

The top ten most interesting global news on Pay Per Click from April 11 to 18, 2025, commented live by Gianpaolo Lorusso, the founder of ADworld Experience.

1) The effects of tariffs on the US Pay Per Click market
There is a lot of turbulence coming, especially for retailers. Here is an URL to keep up to date (by Tinuiti) and the news of Temu withdrawing from the US market (Mike Ryan).
https://tinuiti.com/blog/marketing/tariff-landscape/
https://www.linkedin.com/feed/update/urn:li:activity:7317767246976577536/

2) How AI overviews will affect Pay Per Click
A nice post by Kelly Spryszak makes it clear that the impact will be very different from sector to sector and outlines some predictions.
https://www.jumpfly.com/blog/are-google-ai-overviews-torching-paid-search/

3) Much incremental about nothing
Bram Van der Hallen reports the first real data for the new incremental results feature in MetaAds. Calculations are a black box & their reliability is all to be proven.
https://www.linkedin.com/feed/update/urn:li:activity:7318597093663629312/

4) Negative demographic targeting arrives in PMax
Thomas Eccel reports that the possibility of excluding selected age groups has already appeared in various accounts.
https://www.linkedin.com/feed/update/urn:li:activity:7318597351319699456/

5) Is it really worth focusing on super-premium products in shopping campaigns
Surprisingly, the right answer should be “it depends”, and Ruben Runneboom explains on what.
https://www.linkedin.com/feed/update/urn:li:activity:7318902565990031361/

6) Mini-guide to flexible ad formats in Meta
Jon Loomer explains in details the advantages and disadvantages of this new option and when it might be worth using it.
https://www.jonloomer.com/how-i-use-flexible-ad-format/

7) How to do a professional audit of Amazon Ads campaigns
Hanusha Harikumar (Optmyzr) provides a detailed monitoring template with the most important KPIs to consider
https://www.optmyzr.com/blog/amazon-audit/

8) TikTok continues to focus on brand suitability
New placement exclusion controls and a brand safety guide released
https://ads.tiktok.com/business/en-US/blog/expanding-brand-safety-new-suitability-controls

9) Is this the year of short videos (in ads too)?
Two posts both confirm that this format is gaining importance, even on B2B markets.
https://searchengineland.com/short-form-big-impact-what-creators-can-teach-performance-marketers-454217 (Ben Wood)
https://www.linkedin.com/business/marketing/blog/marketing-collective/the-powerful-future-of-short-term-video-in-b2b-marketing (Alexandra Rynne)

10) Meta releases a mini-guide to message ads
Andrew Hutchinson summarizes and comments on Meta’s tips for getting the most out of ads that aim to start a conversation with your target users.
https://www.socialmediatoday.com/news/meta-shares-click-to-messaging-ad-tips/745595/

EXTRA CONTENTS

Google was ruled to have acted illegally to mantain a monopoly in some ad tech – Barry Schwartz

How to solve some classic Paid Media challenges with AI – Rene Radloff

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.