Google Ads news
eCommerce Barometer
Black Friday vs. Black Week 2024 Ebarometer: ProfitMetrics.io InsightsThe latest data highlights key trends for Black Friday, Black Week, and November:
Black Friday:
Exceptional growth with turnover up 5.72%, gross profit 6.13%, and orders 11.59%. However, ad spend surged 17.66%, increasing acquisition costs.
Black Week: Declines in turnover (-7.8%) and gross profit (-7.45%) point to a stronger focus on Black Friday campaigns.
November: Overall performance dipped, with turnover down 3.5% and gross profit 7.45%, despite a modest 3.2% rise in orders.
Key takeaway: Black Friday dominates, while Black Week and November face mixed results.
New Google test
Google is testing with new text in advertisements. In this example that Arpan Banerjee send me you see a second line of text in a smaller size.
New Test
Gagan Ghotra & Anthony Higman discovered these news attributes showing up next to the brand name!
Glitch?
Haha found by Sagar Bisht glitch or a good Photoshop 🤣
Ad Strength
Sagar Bisht & Hana Kobzová spotted that Google is now showing this symbol for ad strenght.
GA4 update
Arpan Banerjee discovered that for most properties, you must now have a config command or the Google Tag installed on a web page for custom events to be sent.
New Ad Format test
The new ad format spotted by Thomas Eccel looks like an LSA Ad on top of the search results. When clicking on the Ad get a re-direct to the Google My Business profile.
Shopping Ads X YouTube
Dennis Westphal & Hana Kobzová discovered that Shopping Ads are now live on Google Ads.
Update Integrated CMP
Integrated CMP setup in the Google Tag UI is now fully available for some CMPs.
Connect your CMP (Cookiebot Web CMP by Usercentrics in my case) & configure consent settings within the Google Tag UI in Google Ads, Google Analytics, Campaign Manager 360, or Google Tag Manager.
2 ads in one area
Spotted by Rüdiger Rudolph 2 ads in 1 section and three below that 🤔
New stickers live?
Arpan Banerjee discovers this new image in YouTube ads! Are these the new stickers?
New key events recommendations
Arpan Banerjee just sent to me that Google has released two new streamlined recommendations: Mark as key event or create key events.
Google’s New Dating and Companionship Ads Policy Launching March 2025
Starting March 4, 2025, Google will implement a new Dating and Companionship Ads policy.
Advertisers must complete Google’s certification process to run ads related to dating or companionship services.
Updates will also shift relevant rules from the Inappropriate Content and Sexual Content policies into this new policy, with full enforcement ramping up in the weeks following.
Prohibited Ads:
The policy bans ads that:
– Promote underage dating.
– Misrepresent the target audience through imagery or text.
– Advertise compensated companionship, dating, or sexual acts.
– Promote exploitative dating, mail-order spouses, or deceptive dating services.
Restricted Ads:
Certain ad categories will face restrictions, including:
– Hook-up, fling, swinger, or affair dating services.
– Sexual fetish dating.
– Apps or sites with nudity or sexually suggestive content, including racy imagery on landing pages (e.g., lingerie or partially nude figures).
Restrictions will vary based on factors like user age, local laws, SafeSearch settings, and search queries.
Advertisers must ensure compliance by completing certification or removing affected ads before March 4, 2025.
Where to buy
SERP Alert discovered that Google is testing the where-to-buy card.
No personalization
Barry Schwartz discovered this SERP where you could test with no personalization results.
Audience Segment Errors in Demand Gen Campaigns
Rakshit Shetty just texted me about an error in the audience segment.
Are you seeing “Unsupported Audience Segment” when setting up your Demand Gen campaigns?
You’re not alone—I’ve got your back!
What’s Up?
– Tons of users have reported this to Google.-
Good news:
A fix is in the works, and updates are rolling out!
Quick Tip:
– Google says to launch the campaign anyway, but serving issues seem minimal.
New Tools to Boost Agency Efficiency
Google has introduced enhanced tools and curation capabilities in Google Ad Manager to help agencies optimize workflows, improve forecasting, and manage direct publisher deals more effectively.
Key Highlights:
New Curation Capabilities:
– Simplifies discovering and activating ideal inventory.
– Allows agencies to connect with trusted partners and access curated inventory packages and data segments directly in their accounts.
– Eliminates the hassle of separate billing for data providers and curators.
Enhanced Inventory Control:
– Supports integration with partners like Audigent, IAS, LiveRamp, Scope3, and more.
– Agencies gain insights for accurate forecasting and improved audience match rates.
– Focus on sustainability by selecting low-emission inventory segments.
Streamlined Programmatic Buying:
– Unified tools for reporting, discovery, and forecasting across DSPs.
– Simplifies negotiation with publishers using a single deal ID for buying platforms, including Display & Video 360 and Yahoo DSP.
Impact:
– These updates enhance agency-publisher collaboration, simplify operations, and provide tools for sustainability
-focused and data-driven advertising.
– Agencies can explore these features with their Google representative for further optimization.
Display & Video 360 API – December 2024 Update
New Features:
– Support for additional exchanges.
– Increased max page size to 5000 for audience list requests.
Set pageSize to this value for better quota use.
Actions:
– Update your client library.
– Check release notes for details.
– Use the new support form for assistance.
New Feedback system
YouTube has a new “feedback” format to ask users if targeting for a specific Demand Gen/YouTube ad is accurate or not.
Without headlines & description
Thomas Eccel spotted this Demand Gen ad without headlines and descriptions!
Line Items DV360
Emirhan Bayutmuş discovered that line items are now available in DV360 for everybody.
Looker Studio Update – December 5, 2024:
New Learning Resources in Looker Studio Labs:
Learn basic and advanced features with Cloud Skills Boost Labs:
– Create a report in Looker Studio.
– Looker Studio Pro Essentials.
New Conversational Analytics Guide:
– An educational guide to help you use Conversational Analytics, a Gemini feature in Looker.
– Access it by selecting Create > Conversation.
Autogenerated Chart Titles:
– When the Show title option is enabled, Looker Studio automatically generates chart titles based on the chart type and the fields used.
– Users can also add custom titles by editing the Title field.
Expanded Data from the New Search Ads 360 Connector:
Additional fields now available for visualization:
– Conversions (by conv. time).
– All conv. rate.
– Cost / client account conv.
– Google Ads Auction-time bidding.
– Currency code.
These updates enhance usability, visualization, and analytical capabilities in Looker Studio.
Drive offline sales with online ads
It looks like Google has released a new guide on how to drive offline sales with online ads.
Tips for Driving Offline Sales with Online Ads:
Build Your Digital Shop Front
– Create a Business Profile to manage your locations on Google Search and Maps, ensuring customers can easily find your shop online and offline.
Deliver Compelling Ad Creative
– Use location-based messaging, attractive promotions (e.g., “15% off” or “Buy One Get One Free”), and engaging visuals like short videos and clear images to encourage store visits.
Use the Right Tools
– Leverage Smart Bidding, Performance Max, and Local Inventory Ads to optimize for shop visits and omnichannel sales.
Measure the Offline Impact of Online Ads
– Utilize tools like shop visits conversions, local actions, and shop sales measurement to track how online ads influence in-store visits and sales.
For more information read this article.
Update Google Ads Personalized advertising policy
Google has updated the Google Ads Personalized advertising policy for improved organization, clarity and readability.
This update, which will be published December 6, 2024, is administrative only and does not change the substance or the enforcement of the Personalized advertising policy.
New Interface
Zeeshan Ali discovered this new Interface for Advertiser Verification
New interface change
Goran Vuzem discovered that when you press a button you can now make new conversions and assets!
Display takes over
Spotted by Brett Bodofsky a display ads that takes over a big part of the screen!
Update annotations & Badge page
Google has updated the key annotations and badges page!
Video Asset test
Craig Graham discovered that videos are now added to assets!
Product Category values
Emmanuel Flossie discovered that you can now add Google Product Category values in Google Merchant Center Editor!
Brussels Probes Google-Meta Secret Ad Deal Targeting Teens
Arpan Banerjee just sent this article about that European regulators are investigating a secret ad deal between Google and Meta that bypassed Google’s rules on targeting minors.
Meta used Google’s internal data to reach teens via a group labeled “unknown,” circumventing safeguards.The campaign, run by Spark Foundry, began in Canada, expanded to the U.S., and was canceled after an FT report.
Google tightened policies, mandated staff training, and halted some collaborations with Meta.Both companies face escalating regulatory scrutiny, with ongoing antitrust cases against Google and pressure on Meta over child safety on its platforms.
NEW First order discount
Looks like the first-order discount is now live in the Merchant Center! Spotted by Arpan Banerjee & Chelsea Harding.
Payment methods
Emmanuel Flossie discovered that you can now specify what payment methods you accept in Google Merchant Center.
Product Studio Expands to New Countries
Product Studio, the AI-powered tool suite for creating and enhancing product images, is now available in 15 new countries:
– Czech Republic
– Denmark
– Finland
– Greece
– Hungary
– Ireland
– Mexico
– New Zealand
– Norway
– Portugal
– Romania
– Slovakia
– Sweden
– Turkey
– Ukraine
Default opt-in
Thomas Eccel discovered that for Demand Gen campaigns the video enhancement is now by default opt-in.
Relaxing language policy
Starting December 2024, Google is relaxing the language policy to allow some differences between your product feed and website languages.
Product details in a different language from your feed are allowed if most data matches the feed language.
However, performance may be limited as information might not align with user expectations. Checkout elements must match the feed language to ensure an informed purchase process.
GTM update
First-party mode via automated setup with Cloudflare is now available in Tag Manager.
CSS Response to Google’s DMA Claim
CSS Response to Google’s DMA Claims Comparison shopping services challenge Google’s claims of compliance with the Digital Markets Act highlighting three key issues:
– Misinformation: Google misrepresents CSS concerns.
– Dividing Stakeholders: Google shifts focus by pitting industries against CSSs.
– Non-Compliance: Self-preferencing persists, CSS traffic suffers, and transparency is lacking.For the full story read the letter.
Debugging log
Anirudh P V messaged me that Google forgot to remove their debugging log commands from the Google Ads Google Tag source code. Picture from Simo Ahava.
Shopify Ads
Shopify has expanded its ad tool to all merchants, allowing them to purchase ads on platforms like Meta and Google directly through Shopify.
This service, introduced earlier this year, is designed to simplify customer acquisition for brands by managing ad campaigns on their behalf.
With this expansion, all Shopify merchants can leverage automated ad buying to enhance their marketing reach and target potential customers more effectively.
However, these ads do not direct traffic to merchants’ own websites, focusing instead on the Shop App.
Newly Announced Features for CTV:
Direct Payments for Open Bidding:
– Introduced a new capability where publishers can establish direct billing relationships with third-party exchanges, unlocking new demand and reclassifying supply paths in Sellers.json for greater efficiency.
Ad Review Center Enhancements:
– Custom Creative Labels: A new feature to categorize and streamline the review of programmatic creatives.
– Upcoming Video Review Features: Allow review of ads based on transcript and volume levels to block unwanted or excessively loud ads.
Server-Side Unwrapping (SSU):
– A new tool to streamline tag-based VAST integrations by reducing errors and latency in ad serving. Testing showed an 83% error rate reduction.
Fill-Rate Optimization Tool:- A newly introduced feature to help publishers prioritize inventory segments, such as focusing on prime-time live traffic over lower-value traffic.
Expanded AI-Powered Features:
– Revenue Per Second (RPS) Optimization: Maximizes ad revenue while maintaining user experience through improved controls like expanded frequency capping and competitive exclusion (in beta).
– A/B Testing for Ad Rules: A new capability to experiment with different ad break structures to optimize revenue and engagement.
What’s Promised soon:
– Enhanced video review tools in the Ad Review Center.
– Upcoming new CTV ad formats and performance-driven demand tools in the New Year (2025).
New Looker Studio Update:
New Filter Options for Date/Time Dimensions:
Report editors can now specify a value and time unit for enhanced filtering conditions such as “Is in the Last,” “Is Before,” and others.
Looker Connector Update:
A new “Matches (advanced)” filter is available for date/time dimensions in Looker data sources. Search Ads 360 Field Name Changes: To resolve naming conflicts, some fields were renamed:”Conv. value” → “Client account conv. value.””Conv. value / click” → “Client account conv. value / click.”
Partner Connectors Added:
Several new connectors were introduced in the Looker Studio Connector Gallery, including integrations for Heureka.cz, Shoptet, LinkedIn Page Analytics, Pinterest Ads, BigQuery, and more.
Google upgrade recommendations
Google is upgrading the UI for the recommendations in the SERP!
Pmax negative keywords
No access to the PMAX negative keywords beta? No worries it will keep expanding in 2025.
Insights from Google’s DMA Hotels Test
To comply with the Digital Markets Act (DMA), Google made significant changes to Google Search, satisfying many stakeholders.
However, some intermediary sites demand further changes that could harm user experience.
To assess the impact, Google tested removing hotel features from Searches in Europe.
Findings:
– Users were less satisfied, took longer to find hotels, and often gave up.Traffic to hotels dropped significantly (over 10%), affecting hundreds of thousands of European hotels.
– Traffic to intermediaries remained flat.
– Due to these negative effects, Google has ended the test.
The changes they already made have shifted traffic from hotels to intermediaries, raising costs for consumers. Removing these features entirely would harm both users and businesses.
Generate reports
More people are now seeing the generate report beta! Looks like a further rollout.
Ad Strength
Thomas Eccel discovered that Google Ads Pmax assets show now a new disclaimer adding information on how to reach an excellent ad strength!
Search Interest and Product Category Insights
Dario Zannoni discovered that Google recently introduced two interesting features in the Products tab of the Ads interface: Search Interest and Product Category Insights.
New Section in GA4: Consent Settings
Michele Pisani discovered that the “Consent Settings” section is starting to appear in the GA4 Admin panel for some properties:
Pros: It provides a quick overview of consent signal reception across different data streams.
Caution: A green light only indicates that consent signals are being received. It does not confirm that the configuration is correct or compliant with legal requirements.
Want to check if consent mode is installed correct? Check this article from Cookiebot Web CMP by Usercentrics.
🆕 in Google Ads
You can now use the information in your custom columns to set up automatic rules in! Discovered by CrackPPC – Digital Marketing Agency – Google Shopping & Merchant Specialists
Advertiser verification
New Google is now offering help with the advertiser verification in the docs!
New: Demand Gen Ad Preview Mode
Patrick Gehn discovered that when creating a Demand Gen ad, you can get now a complete overview of how your ad looks in the different networks and formats
Google just released the page for negative keywords in Pmax!
Note that:
– Performance Max negative keywords are applicable to Search and Shopping inventory only.
– Negative keyword lists aren’t available to use in your Performance Max campaigns.
For more information read this article.
Double ad placements
Google experiments with double ad placements for advertisers! Discovered by Anthony Higman and now confirmed by Ginny Marvin.
Looker Studio update
Data Preview in Source EditorThe data source editor now displays a preview of fields for the following data sources: Google BigQuery, Google Sheets, Looker, Microsoft Excel, and CSV uploads.
External Link WarningsWhen users click an external link, Looker Studio displays a redirect notice. This feature is being gradually released.
Inverted Triangle Funnel ChartA new “Use proportional heights” setting allows funnel charts to display category values by varying bar heights for the inverted triangle funnel style. Larger values are represented with taller bars.
Improved Field ManagementFields (calculated or not) can now be removed or hidden in data sources.Hidden/removed fields block report viewers from accessing metadata (e.g., field names and connector types), improving data governance while ensuring data democratization.
Scorecard Chart EnhancementsScorecard charts now support displaying dimensions or metrics as the primary field.
Dimensions can also have an independent sorting field.
Expanded Partner Connectors
New connectors in the Looker Studio Connector Gallery include:Social Media & Ads: TikTok Organic, Google Ads, Line Ads, and Microsoft Ads.
E-commerce: Shopify, WooCommerce, BigCommerce, Google Merchant Center, and Prestashop.
CRM & Marketing: Mailchimp, Klaviyo, Zoho CRM, and Omnisend.Others: CoinGecko Coins, Awin, Strava, Harvest, Whatagraph, and Simpli.fi.
These updates enhance data visualization, governance, and integration capabilities in Looker Studio.
Google AI’s image editor now offers expanded features to create and customize images for your assets.
These include the use of reference images and the “Generate more like this” feature.
Key Features:1. Reference ImagesAllows up to 5 images to guide style, subject, or composition.
Available for:
– Generating new images.
– Replacing backgrounds.
– Adding or replacing objects
.Usage Steps:
– Add a text prompt and reference images.
– Adjust “reference image weight” (Low, Medium, High) to control their influence.
– Generate and save the image.
Note: Reference images can’t be used for erasing objects.
2. Generate More Like This
Creates similar variations of a generated image, maintaining style and composition.Available for:
– New images.
– Background replacements.
– Adding or replacing objects.
Usage Steps:
– Select an image or object variation.
– Hover over the image, click the plus icon, or use the “More” menu to generate similar options.
– Choose a variation, apply it, and save the final image.
– Editing Applications
Generate New Images:
– Use text prompts and optionally reference images.
– Generate up to 8 image options.
Replace Backgrounds:
Define the foreground, use prompts and reference images, and view up to 4 variations.
Add or Replace Objects:
– Use the Rectangle or Brush tool to select areas or objects, then generate up to 4 options.
– Customization Tools
– Adjust brush size for precision.
– Undo changes with the backward arrow.
– Fine-tune images using AI-generated suggestions or manual edits.
These features streamline image generation and offer precise control over styling and composition.
New page for consent mode for App
Google has released some new pages to validate consent mode for App. Check them here.
Permission denied
Charles Bannister posted that the Google Ads Scripts error (PERMISSION_DENIED) is a problem at Google’s end and they’re looking into For more information check this page.
Clarity Ads Integration
You will soon be able to integrate Google Ads directly into Clarity. Connecting Google Ads will give you a dedicated advertising dashboard which will display all of your main campaign metrics! Discovered by Josh Silverbauer.
Google launched a new guide to getting started with Pmax
They explain that Performance Max is a goal-driven, AI-powered campaign type in Google Ads that enables advertisers to reach customers across multiple Google channels—Search, YouTube, Maps, Gmail, and more—from a single campaign.
It is designed to complement keyword-based Search campaigns by optimizing performance using Smart Bidding and other AI features based on specified conversion goals.
Key Steps to Set Up a Performance Max Campaign: Provide Business Information: Share details like your business name and URL to help Google tailor recommendations.
Link Accounts: Connect accounts (e.g., YouTube, Google Merchant Center) to expand reach.
Choose a Campaign Goal: Select your primary goal to guide optimization and set up conversion tracking. Add Search Themes (Optional): Provide insights to enhance campaign optimization.
Create Ads: Upload text, images, and other assets for Google to test and optimize.
Select a Bid Strategy:
Choose “Maximize Conversions” or “Maximize Conversion Value” based on your objectives (e.g., CPA or ROAS targets).
Set a Budget: Define an average daily budget for ad spending. Add Payment Details: Complete billing to launch your campaign.
Once launched, the campaign undergoes a learning period where Google AI optimizes performance in real time. Conversion tracking is key to measuring and refining success.
Pmax Asset-level conversions
NOW Visible in PMAX Asset-Level Conversion Data in Performance Max 👀 Found by Menachem Ani Ⓜ️!
Google Introduces Brand Guidelines for Performance Max Campaigns
Starting January 30, 2025, Google Ads will require new Performance Max (PMax) campaigns to link BUSINESS_NAME, LOGO, and LANDSCAPE_LOGO assets at the campaign level, centralizing asset management and enhancing brand control.
Key Updates: Brand Guidelines: Stricter control over branding in PMax campaigns.Campaign-Level Asset Linking:
Assets must now be linked at the campaign level for brand guidelines-enabled campaigns.
API Impact: Current API limitations require manual adjustments; future updates will fully support brand guidelines-enabled campaigns.
Why It Matters:
This change ensures consistent branding and streamlines asset management but may disrupt workflows, especially for API users.
Advertisers should prepare by updating workflows and monitoring API updates to adapt seamlessly.
Google Updates Ad Policies for Privacy and CTV
Google is updating its ad policies to address privacy-enhancing technologies (PETs) and the growth of Connected TV (CTV), enabling secure audience engagement.
Key Changes:
Privacy Tools: PETs protect user data while enabling tailored ads.
CTV Growth: New tools target and measure ads in the fragmented streaming landscape.
Policy Updates:
Ban on deceptive ads, stricter data use guidelines, and expanded PET use.Why It Matters:
These updates help advertisers securely leverage first-party data, reach CTV audiences, and stay competitive while respecting privacy standards.
New billing section
Zeeshan Ali discovered that the new billing section is now live in Google Ads!
New PMax Setting
Google is testing a new checkbox in the brand exclusions setup. This setting excludes brand from PMax but not from Shopping!
Spotted by Mike Ryan from Smarter Ecommerce (smec)
Use IP addresses
Google OKs the use of IP addresses by advertisers, reversing a key ad tech data policy for more information read this article.
Updates to Financial Products and Services Policy (January 2025)
Starting January 15, 2025, Google will update its Cryptocurrencies and Related Products Policy to clarify requirements for advertising cryptocurrency-related products and services in the UK.
Key Updates:
Cryptocurrency Exchanges & Software Wallets:
Advertisers must register with the Financial Conduct Authority (FCA) and meet local legal requirements. Certification by Google is required.
Hardware Wallets:
Ads allowed for wallets storing crypto keys or assets, excluding services like buying, selling, or trading. Local compliance and Google certification are required.
All advertisers must follow local laws for targeted regions. This policy applies globally.
Update Healthcare and Medicines policy
Google has updated and reorganized the Google Ads Healthcare and Medicines policy for improved clarity and readability.
This update, effective December 2024, aims to provide clearer information to advertisers, including by clarifying policy scope and adding new examples.
There are no changes to enforcement of the Healthcare and Medicines policy, including which violations under this policy are considered egregious.
Update to the Abusing the Ad Network policy
In December 2024, Google will update the Abusing the Ad Network policy to clarify enforcement actions regarding ads that may violate the Spam Policies for Google Web Search, as follows:
Advertisers must not violate Google Search’s Spam Policies. Specifically, ads directing to destinations removed from Google Search through a manual action will be disapproved. Site owners receive notifications about manual actions via Google Search Console.
Top recommendations
Oh wow, Google has done it again rolling out Pmax creation as their “top recommendation,” complete with a flashy background pic. Really subtle, right?
Spotted something similar a few weeks ago in the SERP, where it was straight up acting like a gif. Eye-catching?
Sure. Better for your performance not always!
But hey, we all know Google’s got its faves when it comes to campaign types, and they’re not shy about showing it.
Keep an eye out they’re making it pretty clear where they want us to focus.
Google Ads Alert: Broad Match Auto-Toggle Risks
Switching to conversion-based bidding?
Heads up: Google might auto-flip your exact and phrase match keywords to broad match without asking… When you create a campaign.
This glitch was discovered by Navah Hopkins & Ginny Marvin is looking into it!
Why It Matters:
Broad match can bring irrelevant traffic, spike your ad spend, and wreck your targeting precision.
Not ideal.Be Smart, Audit your keywords after switching bidding strategies & monitor performance for unintended broad match flips.
New Brand Report
Google Ads has rolled out the Brand Report, a tool designed to streamline how brand advertisers measure campaign performance.
Instead of piecing together reach and frequency metrics from multiple reports, this tool offers a deduplicated view in a single dashboard, making it easier to track your brand’s impact.
What’s New:
All-in-One Insights: Reach and frequency data from multiple campaigns are now consolidated in one place.
Audience Filters: Dive into demographic performance with filters for age, gender, and other key audience segments.
Streamlined Reporting: Say goodbye to the headaches of scattered data and hello to faster, smarter campaign decisions.
Key Details:
Campaign Limit: Up to 10,000 campaigns within a single account.Impression Threshold: Campaigns need 10,000 impressions to show up in the report.
Exclusions: Search, Performance Max, and Shopping campaigns are not included — yet.
Data Window: Metrics cover the past 92 days.
Why This Matters:
The Brand Report makes it easier to see who you’re reaching, identify audience overlap, and adjust your strategy to avoid wasting ad spend. It’s a step forward for brand advertisers looking to optimize their campaigns with precision.
Extra extension LSA
Anthony Higman discovered that Google Ads is testing an extra extension for LSA.
Keywords only Ads
Keyword only ads? Posted by Anthony Higman & discovered by Sachin Patel.
Tag Assistant is back
Utku Gülden discovered that Tag Assistant is back!
Generate report
Hana Kobzová discovered that the generate report section is now extended to the report editor overview page.
New Glossary
Google has released a new Glossary section for Merchant Center you can check it here.
No Description
Anthony Higman discovered these local ads without descriptions!