Join us as we discuss the top news and trends from the PPC industry. This month we’re talking about Google's new match types, Amazon's advertising expansion, new tools in Reddit ads + much more!
Google Ads testing new ‘Search Max’ match type
Google Ads may be preparing to introduce a new match type called ‘Search Max’, which appears to combine keyword targeting with automated ad optimisation.
Some advertisers have reported seeing ‘Search Max’ in match type reports, suggesting a potential launch.
Industry experts have flagged its presence, while others have linked it to Google’s past experiments with ‘Smart Matching’.
Google is yet to comment, or confirm the feature, leaving details unclear for now.
If ‘Search Max’ becomes an official match type, it could significantly impact campaign management, similar to the changes brought by Performance Max.
Advertisers should watch for updates and be prepared to adjust their search strategies as more details emerge.
Amazon expands advertising to other retailers
Amazon is now offering its advertising platform to third-party retailers, allowing them to use its ad technology on their own websites.
US retailers can access Amazon’s ad targeting, measurement, and reporting tools beyond Amazon’s marketplace, enabling them to display relevant ads on search results and product pages while managing data through AWS.
Brands like iHerb, Weee!, and Oriental Trading Co. have already implemented the service.
This expansion gives retailers access to Amazon’s advanced ad capabilities while providing Amazon with more retail data to refine its ad algorithms.
For advertisers, it opens new opportunities to reach engaged shoppers outside Amazon’s ecosystem, potentially broadening campaign reach beyond its marketplace.
Reddit launches business analytics tools and AMA ads
Reddit has introduced a trends analysis tool and a new AMA ad format, giving businesses greater access to real-time discussions on the platform.
The Reddit Pro Trends Tool helps brands track mentions, analyse industry trends, and monitor discussions across 100,000 keywords.
AMA ads allow businesses to promote Q&A sessions with RSVP tracking, offering a new way to engage with Reddit communities.
Early adopters like Wayfair and the NBA saw a 12% increase in post creation after testing the trends tool.
By expanding its business tools, Reddit is positioning itself as a valuable platform for brands looking to engage with niche communities authentically.
With AMA ads, businesses can move beyond passive monitoring and actively participate in discussions, creating new opportunities for direct engagement and brand visibility.
Google confirms ad scheduling still works for smart bidding
A recent update in Google’s Help Center suggested that Smart Bidding campaigns could no longer use ad scheduling, causing concern among advertisers.
Google has since clarified that this is not the case, confirming that ad scheduling remains available.
Some advertisers see ad scheduling as essential for aligning ads with business hours, while others argue that automation reduces the need for time-based restrictions.
Advertisers can continue to control when their ads run while benefitting from smart bidding’s automated optimisations. However, this incident highlights ongoing concerns about Google’s transparency when updating or testing ad platform features.
Microsoft Performance Max integrates LinkedIn targeting & new measurement tools
Microsoft Ads is testing a major upgrade to Performance Max, introducing LinkedIn targeting and advanced measurement features. If fully rolled out, these updates could offer advertisers a more sophisticated alternative to other automated ad platforms.
Advertisers in key markets, including the U.S., Canada, UK, Australia, France, and Germany, can now target audiences by company, industry, and job function, making this a powerful tool for B2B campaigns.
Performance reporting is also becoming more detailed, with insights into audience segments and asset effectiveness. New conversion tracking tools allow real-time value adjustments based on factors like location and device, while customer targeting options enable advertisers to prioritise new customer acquisition.
For B2B marketers, LinkedIn-powered targeting within Performance Max provides a major advantage, offering more precise access to decision-makers. Improved measurement tools also give advertisers greater control over automated campaigns.
Currently in pilot, Microsoft is gathering feedback before a wider rollout. If successful, this update could reshape how advertisers leverage Performance Max, particularly for B2B growth.
Google reverses stance on Performance Max placement controls
Advertisers now have API-based control over Performance Max campaign placements, despite Google previously insisting that exclusions only worked through the UI. A study by Optmyzr confirmed that API-based exclusions successfully prevented ads from appearing on unwanted placements, offering a faster and more efficient alternative to manual exclusions.
After months of misinformation, Google has updated its guidance to acknowledge that API-based controls are effective. This is a significant shift for advertisers frustrated by PMax’s lack of placement transparency, providing more control over ad performance and budget allocation.
For those managing PMax campaigns, testing API-based exclusions could improve results and reduce wasted spend. This case also highlights the importance of challenging platform claims, hidden capabilities may exist, and ongoing testing could uncover more ways to refine campaign performance.
Meta Launches Ads on Threads
Meta is testing ads on Threads, allowing advertisers to easily extend their campaigns to the platform's 300M+ monthly active users. Advertisers can add Threads to their campaigns by simply checking a box in Ads Manager, with image ads currently appearing in users' home feeds during this limited test phase.
Threads users show strong engagement, with 75% already following at least one business. This presents an opportunity for early adopters to gain valuable audience insights and establish a brand presence before ad space becomes more competitive.
As the platform evolves, Meta plans a gradual expansion of ad features based on user feedback. AI-powered inventory filters and user control options, like skipping and reporting, will help ensure brand safety and ad quality. Meta is positioning Threads as a monetised platform, integrating its robust ad ecosystem to attract advertisers early on.
Google expands Performance Max asset/search term reporting capabilities
Google is introducing key updates to Performance Max campaigns to offer more control, deeper insights, and enhanced transparency. These changes aim to refine AI-driven campaigns and provide clearer visibility into performance.
Negative keywords are now available at the campaign level. New customer acquisition goals prioritise high-value, long-term customers. There are now separate brand exclusions for Search and Shopping ads, and URL-based targeting allows category-specific targeting through product feeds. Additionally, new betas for age exclusions and device targeting are available.
In terms of reporting, advertisers can now see where queries come from, whether from keywordless targeting or custom themes, thanks to search reporting.
A new usefulness indicator will help evaluate the incremental traffic generated by search themes.
Asset group reporting has also been improved, allowing for segmentation by device, time, and more granular insights. Performance data can now be downloaded for easier sharing.
These updates give advertisers better control and visibility, addressing long-standing pain points like search term transparency and campaign exclusions. Google is expected to continue expanding these updates with more controls, insights, and features.
Google is improving Performance Max’s transparency, making it easier for businesses to optimise AI-driven campaigns and achieve specific goals.
Google Search ad spend climbs 10% YoY, despite AI disruptions
Google search ad spend rose 10% year-over-year in Q4 2024, despite the ongoing disruption from Google's AI-driven changes, including the widespread adoption of Performance Max and the introduction of AI Overviews.
Click growth remained steady at 3%, while cost per click increased by 7%. Microsoft’s search ad spend also saw a 7% rise, with CPC up by 11%.
Performance Max has continued to dominate, with 95% of retailers adopting it by the end of 2024 and driving 67% of Google shopping ad revenue.
Although AI Overviews initially lowered click-through rates for text ads, performance rebounded in Q4.
In the competitive landscape, Amazon maintained a strong presence in Google shopping auctions, while Temu significantly reduced its ad spend on Google shopping, dropping to minimal impression share.
As Google’s AI-driven shift continues, advertisers will need to balance rising costs with improving performance metrics while adjusting to new automated ad formats.
