Important PMax update for advertisers
Aleksejus Podpruginas posted that all historical channel-level data from the beta Pmax (Nov 17, 2024 – June 6, 2025) will be deleted.If you want to keep that data, download it from the Google Ads UI before August 8.
Remarketing Change
Dario Zannoni discovered that you no longer need to manually enable Dynamic Remarketing or set a business type in Google Ads. Google has removed the “Edit Source” step from the setup process there’s no need to switch on specific parameters or define your business type.
Now, simply sending the correct data via your Google Tag is enough.
While help documentation still reflects the outdated method, Google Support confirmed this change and clarified that the previous checkboxes didn’t impact functionality anyway.
GOOGLE HAS STOPPED CONVERSION Tracking 🚨
It’s official: Google has pulled the plug. As of July 21, if you’re not using Consent Mode v2, your EU traffic is now running partially blind.
Here’s what’s happening:
– Conversions: Gone
– Remarketing audiences: Not building
- No Consent Mode = declining Google Ads performance.
Fewer signals. Less targeting. Weaker optimization.
And yes, this is already impacting campaigns across the EU.Still haven’t implemented it? You’re officially behind, and it’s costing you performance every single day.
Fix it now before your next report shows the damage.
My solution? Cookiebot Web CMP by Usercentrics
Google has launched AI Mode in the UK, offering users its most advanced AI search experience to date.
Built on the Gemini 2.5 model, AI Mode handles complex, nuanced, and multi-part questions with deeper reasoning and multimodal input including text, voice, and images.
Key features of AI Mode:
Available as a tab in Search results and in the Google app (Android and iOS).Uses query fan-out to break down questions into subtopics and find highly relevant content across the web.Supports multimodal input, allowing users to search using voice or camera.
Enables exploratory and detailed queries (e.g. trip planning, product comparisons, complex “how-to” questions).
Prominently links to external websites to help users discover diverse content.Relies on Google’s ranking and quality systems and shows traditional results when AI confidence is low.
Amazon Abruptly Pauses Google Shopping Ads
Amazon has suddenly stopped running Google Shopping Ads, raising eyebrows across the ad industry.
While no official statement was made, the move is significant given Amazon’s long-standing and aggressive presence in Google’s paid search auctions.
What might be going on?Performance Testing: Amazon could be testing attribution models by pausing spend to measure the true impact of Google Shopping.Internal Campaign
Experimentation: Amazon might be running similar campaigns internally, using its own ad tech stack or alternative platforms.
Prepping a Strategic Move: Amazon may be preparing to launch its own Performance Max style ad product, positioning itself as a full-funnel retail media alternative not just for its own site, but possibly for third-party commerce too.
Why does this matter?
Auction Dynamics Change: Amazon has been a top bidder on product-related queries. Without it, CPMs may drop temporarily, giving smaller retailers a better shot at impressions and conversions.
Marketplace Shift: Amazon’s pullback may signal a larger strategy shift focusing more on its own ecosystem (e.g., Amazon Ads, Twitch, Prime Video) or building tools to rival Google’s ad formats.
Retail Media Opportunity: With Amazon out of the way (for now), independent retailers and ad tech startups have a window to claim more ground in Google Shopping and retail search.
Credit for the picture: Mike Ryan & Smarter Ecommerce (smec)
Help me shop
Google is testing a “Help me shop in AI Mode” button in Search, spotted by Damien Andell and later confirmed by Brodie Clark.
It replaces the usual “More products” link, pushing users directly into AI-powered shopping. As noted by Barry Schwartz.
GTM Update
Floodlight tags in server-side Google Tag Manager will now send unconsented conversion requests server-to-server. This update aims to improve the accuracy of modeled conversions, even when user consent is not given.
Merch Intel
Christoph Scherf posted that Google launched Merch Intel! Merch Intel is an open-source tool on Google Cloud that turns Merchant Center data into a Looker Studio dashboard helping retailers optimize inventory, pricing, and product strategy.
RSA Categories
Georgi Zayakov discovered this new beta live! I’m not sure if I have seen it before but something to keep an eye on:)
New sitelink test
Anthony Higman discovered that Google is testing rectangular sitelinks!
YouTube
YouTube has updated its monetization guidelines as of July 29, 2025. Videos that include strong profanity, such as the f‑word within the first seven seconds, are now eligible for full ad revenue.
This reverses a previous policy that severely limited earnings for such content .Previously, profanity used in the first few seconds often triggered demonetization or revenue limits. Creators voiced strong criticism over what was seen as arbitrary enforcement and inconsistent communication.
This change responds directly to that feedback and reflects evolving advertiser standards—and their ability to target ads based on content sensitivity.Important nuances remain:
– Videos that contain either moderate or strong profanity repeatedly, especially throughout the majority of content may still be demonetized or receive limited revenue.
– Profanity in titles or thumbnails is still disallowed and will affect monetization, regardless of the new policy allowance in video openings Facebook+10.
This shift in policy appears timed to improve creator experience while maintaining advertiser trust. It follows earlier July updates targeting inauthentic and spam-like content, underscoring YouTube’s move toward clearer, more creator-friendly guidelines.
Grouping Favikons
SERP Alert ⚡ & Barry Schwartz discovered that Google is testing grouping favikons for sponsored results!
Google AI Max ads have now been spotted in live search results, and they look very different from traditional Search ads
Key differences:
Extremely long headlines generated by AI, often pulled from blog content
Sitelinks are created dynamically by Google, sometimes all pointing to the same pageBlog articles outperforming traditional landing pages in early ROAS tests
This new ad format goes beyond automated bidding and targeting.
It also controls the creative choosing of the page, writing the headlines, and generating sitelinks.
What this means for advertisers:
Blog content can become a core part of paid search performanceFinal URL expansion plays a key role in how AI selects landing pages
Control is limited, so regular monitoring of ad previews is essential
Found by Hana Kobzová & posted by Nikki Kuhlman
Google Policy update
Google is rolling out a machine learning update to estimate the age of signed-in users in the U.S. If a user is flagged as likely under 18, Google will apply stricter ad protections across its platforms, including:
– Disabling ad personalization
– Blocking sensitive ad categories. This change will begin with a small group of users and may expand after monitoring.
No action is required from advertisers at this time.
Removal fee
Muhammad S. just got this mail that Google will remove the DST for Canada!
New in AI Max for Search: “Locations of Interest” targeting 🚨
Arpan Banerjee spotted something new in Google Ads: AI Max for Search campaigns now support Locations of Interest at the ad group level.
This unlocks a more nuanced way to target users based on location intent, not just physical location.
Display & Video 360 API – July 2025 Update (July 31, 2025)
What’s new:
– v4 now supports campaign and insertion order targeting, matching v3 capabilities.
– You can now retrieve video ad inventory control settings for YouTube & Partners line items.
Action required:
– Update your client library to the latest version to use these features.
– Migrate from API v3 to v4 before v3 is sunset on October 7, 2025
— use the official v4 migration guide.
GTM Update
Simo Ahava discovered that Google Tag Manager now has a new custom template API for client-side templates, which reliably reads the client ID and session ID values from storage.
GA4 Update
Brais Calvo Vázquez discovered that Google Tag Manager now supports a new API called readAnalyticsStorage, which allows direct access to key GA4 values:
– client_id- session_id
– session_number
This removes the need to manually parse GA4 cookies, reducing the risk of errors from structural changes (as seen in recent GA4 updates).
A custom GTM variable template has also been created to simplify
NEW AI Max for Search Experiments
🚨 Dario Zannoni discovered that Google has introduced a new experiment type for testing AI Max features in Search campaigns.
This update simplifies statistically valid A/B testing without needing to duplicate campaigns, offering faster results compared to traditional custom experiments.
Key Features:Enabled AI Max Features (by default):
– Search Term Matching
– Asset Optimization (at the campaign level)
– These can be customized at the campaign or ad group level.
– Budget Split: Fixed at 50/50
– Auto-apply
Results: Enabled by default (but can be turned off)Availability: Already live in many accounts with official support documentation available.
August 2025 update
In August 2025, Google will update internal enforcement of its Healthcare and Medicines policy:
– The Restricted Medical Content label will be deprecated.
– This does not change the rules around targeting prescription drug keywords.
– Certified advertisers will still be able to target these keywords as before.
– The Restricted Drug Terms policy remains in effect for ads, landing pages, and keywords.
– Policy violations will result in a warning at least 7 days before any potential account suspension.