PPC

Google Ads introduces new campaign controls for Demand Gen campaigns

Google Ads has started rolling out channel control for Demand Gen campaigns, in the hopes of giving advertisers more control over where their ads appear across Google’s properties.

This update, first announced in January, allows for more targeted placement of ads, but with a significant limitation: individual channel segmentation (e.g., YouTube, Discover, Gmail) is not yet available. As a result, performance data is still aggregated under “Google-owned channels,” making it difficult for advertisers to make data-driven decisions.

We spoke to our PPC account manager, Lucy Dawes, about her opinion on the updates:

Expert Opinion

Lucy Dawes, PPC Account Manager at Embryo

"I would argue that Demand Generation campaigns are increasingly becoming a key component of a well-rounded digital marketing strategy to work alongside traditional Search activity to capture demand across the entire customer journey. The campaign allows wider reach across multiple audiences that may not be on traditional search or social platforms and taps into mid-funnel engagement, connecting with users before they even have specific search terms and leveraging engaging video or image content. The new updates are definitely a step in the right direction in giving further control in Demand Generation use, and I anticipate Google will roll out more over the next year - especially around innovation in YouTube formats (like Shorts) and integrating new search behaviours beyond text queries."

Google launches asset testing for Performance Max

A very much welcomed new feature, Google has launched asset testing for Performance Max.

This update provides advertisers the opportunity to measure the effectiveness of creative assets, without requiring the running of two separate campaigns simultaneously. Results are viewable in the Experiment Report, where performance of a feed-only (control) group is compared against a treatment group (with assets) within the same campaign. Splitting the traffic into the two groups is extremely valuable in reducing the learning period, alongside providing faster results than testing two campaigns.

Google has also expressed there is more to come in terms of future asset testing features.

Google starts testing channel reporting for Performance Max campaigns

It has been reported that where advertisers currently use scripts to extract the data, Google is testing channel reporting for Performance Max campaigns. Although nothing has been communicated by Google, it has been spotted being presented at a Google event.

Receiving channel breakdowns is a great way for Google to increase transparency and control within Performance Max campaigns. We are excited to see it come to fruition.

Increase in Performance Max negative keyword limit

It has just been announced that the word limit to apply negatives within an individual Performance Max campaign has had a vast, and very much appreciated, increase to 10,000 (the limit was previously 100). The increase is inline with Search campaigns’ negative keyword limit.

The expansion of negatives provides advertisers with wider control over ads and increased flexibility. However, there has been note of the potential risk when limiting conversions with the misapplication of negatives. There is also mention of PMax negative keyword lists being implemented at some point.

Google enhances online shopping with AI

An interactive new Google Shopping feature for fashion and beauty products has been rolled out.

New features;

• Vision Match: Users can describe clothing items, through a ‘Can’t find it? Create it’ prompt, and AI provides similar shoppable products.
• Virtual Makeup Try-On: Shoppers can test looks they’re inspired by using AR.
• Expanded Virtual Clothing Try-On: View clothing items on a diverse range of model body types (XXS–XXL).

These tools will enhance the online shopping experience, allowing users to make informed buying choices. Businesses should benefit from greater user engagement, higher click-through rates, and subsequently boosted conversions.

Garrett Sussman, Director of Marketing at iPullrank, spoke to Embryo about AI in marketing:

Expert opinion

Garrett Sussman, Director of Marketing at iPullRank

"SEO is not dead; it's going through a renaissance. Brand has never been more important for Organic Search. Organizations must ensure that they continue to create relevant content, build authority, and improve the user experience on their sites. Search behavior is changing as search engines like Google and emerging chatbot platforms like ChatGPT allow people to use more complex and nuanced search results. While Organic Search traffic may seem to decline, for many brands, SEO strategies focusing on content that drives conversions, goals, and revenue have become critical for growth. Pay attention to how AI is being integrated into the search results for your most important queries because your visibility continues to be the thread that will lead your customers back to you."

Future updates to RSAs

Google is enhancing Responsive Search Ads (RSAs) to provide greater flexibility. Now, up to two headline assets may appear alongside sitelinks in a secondary link format if they are expected to improve performance. Also, Google is testing the value of excluding certain ad elements, like descriptions, when beneficial.

Key points:

• Headline assets used in secondary links will direct to the final URL.
• Stats will be reported to the original headline, not sitelinks.
• Pinning assets will still be prioritised.

These updates claim to aim to optimise ad performance by giving AI more flexibility to serve the most effective combinations based on user behaviour and advertiser goals.

New Google Ads feature spotted: Search Max

Some Google Ads users have spotted that Google Ads is experimenting with a new campaign type called “Search Max”. The main premise of the new campaign type seems to eliminate the need for advertisers to manually select match types.

Instead, Google’s AI determines the most suitable match type for each search query with the aim of optimising performance. This shift aligns with Google’s focus on automation, streamlining campaign setup and subsequently enhancing efficiency. However, it will limit advertiser control in not being able to specify broad, phrase, or exact match types.

Google introduces new ad prediction model

Google has introduced a new ad prediction model to improve landing page experiences.

The aim is to reduce frustrating ad journeys by ensuring users can easily find relevant information without needing to backtrack. The update assesses whether landing pages provide clear navigation and direct access to expected content. Emphasis is placed on prioritising user experience within the wider scope of landing pages used in paid ads. As a result, ads leading to confusing or hard-to-navigate pages may appear less frequently in search results.

This change encourages advertisers to focus on user-friendly website design to ensure ad visibility and engagement.

Google introduces codeless conversion tracking

Although not officially announced by Google, many Google Ads users have noticed a new codeless event tracking option. Simply, without needing to add any code to a website, you now can create an event which can be detected by your Google tag. This is a positive movement towards more advanced tracking, 2 years after Microsoft Clarity launched codeless conversion tracking. Google ads users will benefit from the codeless tracking reducing manual coding making it much more accessible and less time-consuming.

We spoke to Google Ads expert, Thomas Eccel, about his opinion on this update:

Expert opinion

Thomas Eccel, Google Ads expert

"This is a small positive step towards a more sophisticated codeless conversion tracking. Why small? Because for now this codeless feature includes only URL-conditions and not any more detailed events or other triggers. However, I think that Google is currently creating the foundation for more advanced triggers and soon we will hear new updates on this topic."

Google has announced several updates to ‘Demand Gen’ campaigns

Google has announced updates to ‘Demand Gen’ campaigns, providing further insights and control. The updates include:

Increased channel control

• Being rolled out globally from March, Google Ads users will be able to select exactly where their Demand Gen campaigns appear whether that’s specific to YouTube (in-stream, in-feed, shorts), Discover, and Gmail. Google Display Network is also being added to the Demand Gen channel control.

New asset formats

• Shorts ads will soon fill the screen, with a 9:16 vertical image format being introduced. As well as a new feature to assist with formatting shorter videos.

Improved purchase journey

• A retailer specific update, Demand Gen will include product feeds via Google Merchant Centre accounts. Providing users direct, instant access to the products they see in the ads.

New reporting columns

• Additional reporting columns will provide wider insights into the relationship between Demand Gen campaigns and paid social, to provide performance and budget visibility. There will also be more focus on Demand Gen specific reporting.

We spoke to Senior Digital Advertising Consultant at Hutter Consult AG, Georgi Zayakov, about his thoughts on the recent ‘Demand Gen’ updates:

Expert opinion

Georgi Zayakov, Senior Digital Advertising Consultant at Hutter Consult AG

"I am particularly intrigued by the newly introduced Channel controls feature for Demand Gen campaigns. More control is often better for advertisers, and it will ease them to test different strategies, such as Discover-Only, Gmail-Only, or Shorts-Only campaigns. Choosing only one of those inventories would be associated with lower cost and shorter time for asset creation too. However, the update raises two important questions: Why channel controls can be used for Demand Gen, but not for Performance Max campaigns? Both campaign types are becoming even more similar with the inclusion of Display inventories into Demand Gen. The second question: Would this inclusion mean that traditional Google Display campaigns will become soon obsolete? I can imagine that in 2 years GDN will be sunset in favour of Demand Gen, similar to Video for Action campaigns."

Performance Max: New features in 2025

Performance Max is growing this year to help users improve results and increase transparency into what is driving campaign performance. From improved exclusions to improved reporting tools, Google is really adding value to Performance max campaigns in 2025.

Some of the new features include:

• Campaign-level negative keywords are being rolled out to all advertisers
• New customer acquisition goal with a high-value mode
• Brand exclusions for various formats in retailer campaigns with product feeds
• ‘URL contains’ rules for any campaigns with product feeds
• Demographic exclusions
• Device targeting

We spoke to Tomasz Abbott-Wieczorek, Founder and Chief Profit Architect of PPC Profit Club, to get his thoughts on the new Performance Max features:

Expert opinion

Tomasz Abbott-Wieczorek, Founder and Chief Profit Architect of PPC Profit Club

"This is a massive step forward for Performance Max and finally gives advertisers more of the control we’ve been asking for. Honestly, these features should have been there from day one—but better late than never. Every day, I see Google Ads specialists wrestling with the ‘black box’ nature of PMax, trying to figure out what’s actually working. These updates bring a serious upgrade in transparency, and I wouldn’t be surprised if they lead to wider adoption. Now let’s see how well they actually work in the wild."

Click the link below for more features…

Google Ads introduce new feature to help timestamp assets

Google Ads recently implemented a new ‘used since’ column for when assets are added to Google Ad accounts. This new timestamp will allow users to see when specific assets were added to the account, adding much-appreciated value, specifically to agencies when inheriting a new account.

Having the understanding of how long an asset has been implemented into an account is extremely beneficial in analysing its performance over time, as well as ensuring content is kept fresh and updated.

Google Ads Editor 2.8

Google Ads Editor has updated the app this November, which is exciting in the PPC world. Google continues to combine AI with transforming its advertising tools. The new features help to optimise campaigns;

• Enhanced video control: A tool to create Demand Gen campaigns based on existing video action campaigns – increases reach by including video partners.
• Create images from text descriptions: Advertisers can now generate images directly within Google Ads Editor using text prompts.
• Account level negatives: Instead of having to apply negatives to each campaign, this will be a time saver.
• Google Sheets support: Simplifying reporting and data sharing with Google Sheets exporting support.
• Resizable error pane: Easier navigation and troubleshooting during campaign setup and optimisation.

Only Google Ads Editor 2.8 and above is now supported, meaning advertisers have no choice but to transition.

Google Shopping gets smarter

In the aim to make online shopping easier and more personalised, rollout has begun for a Google Shopping interface refresh. AI is at the forefront of this transformation, Google aims to ensure the user experience is sped up and simplified. The change involves Google pairing 45 billion product listings in Google’s Shopping Graph with Gemini models.

When searching for ecom-specific products, as well as the usual Google Shopping results, below the shopping carousel and above the product listings will be an AI summary of the top recommended considerations for your search.

The example Google has provided to display the update is the search for a “men’s winter jacket for Seattle”. It is likely that beyond wanting a winter jacket, based on the location, the user will want one which is dry and warm. The new update presents an AI brief of the most important things that should be considered when purchasing a new winter jacket for living in Seattle. Beyond this, Google will ensure products shown are climate-appropriate. Coats from brands which align with the user’s criteria, for example, North Face are a known leader in outdoor clothing therefore Google would include them in the shopping results. As well as an AI overview and specific shopping results, the Google Shopping page will also include relevant article links to assist the user in their purchase consideration process.

Dynamic filters are also added to the results page, allowing users to go granular into their preferences, for example, a winter jacket nearby which has a hood. Other filters on the Google Shopping page result for “men’s winter jacket for Seattle” include fastener type, colour, and performance style. The search result page also includes the virtual try-on feature, which was launched back in June, aiming to provide users with the confidence to shop for clothes online.

The update also accounts for the time frame in which purchase decisions are made. Research is likely to take place over a few days, therefore Google Shopping retains all the selections you’ve made making it really easy to jump back into the purchase journey.

Not everyone wants such a personalised feed and may want to have broader results based on preference. Google has made it simple to turn off personalisation by simply going to the Google Shopping menu and editing ‘shopping preferences’.

As well as the usual price comparison, price insights and price tracking features which already exist within Google Shopping, the new update provides a specific page which holds all the deal information within it. Making it simple for users to analyse all the price information they need to make an informed purchasing decision.

Google’s aim appears to be improving user experience through placing focus on personalisation and ease of shopping is clear in this update. As advertisers, there is little required in relation to the interface transformation. To see benefits it could be suggested that ensuring product feeds are optimised so Google can best match your listing to the user’s search.

This new update is only being rolled out in the U.S. at the moment, but we look forward to exploring it once it comes over to the UK.

Changes to ad auction dynamics

As of October, Google is introducing changes to the way Performance Max and Standard Shopping campaigns operate.

Historically, when running both Performance Max and Standard Shopping campaigns for the same products (generally) the Performance Max would take priority in the bidding to win a position in the auction. Putting Standard Shopping campaigns at a disadvantage.

However, this update will place all auction position authority on ad rank. Where you have the same product, Performance Max will only take priority if its bid delivers a higher ad rank than the Standard Shopping campaign.

This risks an increase in CPCs for Shopping Ads as it is likely to lead to higher auction entry costs. As more ads aim for visibility, there will be more competition for positioning.

Strategies of advertisers are going to have to ensure budgets and targets are accordingly adjusted, especially as we approach a period of high-performance opportunities. Specifically with Performance Max, advertisers should ensure campaigns encompass strong asset groups, high-quality creatives and video and also URL expansion.

Google claims this update will have a “neutral or positive impact on performance at the account level” so we are looking forward to watching this play out.

Callum Leonard, Head of PPC at Embryo gives his expertise:

Expert opinion

Callum Leonard, Head of PPC at Embryo

"This update from Google presents a required change to bring in the availability of collaborative PPC strategies including both performance max and manual shopping. Beforehand, manual shopping will simply not be spent and all of the advertising budget would run via the PMAX, however this will allow for an equal auction priority ranking. For low SKU inventory websites this presents the availability to utilise manual shopping for carousel market share, and test various audience signals and search themes through PMAX, pushing the campaign to other audiences within your vertical, whilst still maintaining your core market share. Overall I believe this is a great update from Google that only benefits the advertisers without any downside."

Google tests expandable product ads carousel

In an aim to make ads more interactive and relevant to users, Google is experimenting with expandable product ads. When in an expanded view, the user can see a carousel of the relevant search ads however they can easily collapse this view to hide the ads.

Unfortunately for advertisers, sometimes the new update initially hides the carousel, which then requires users to expand the search result to view the ads. The clear risk of this is the lack of visibility for ads which are being hidden, however there is a chance for increased ad engagement as users have more control over which ads they are seeing.

It will be key to ensure ads are being optimised whilst remaining relevant to the user to encourage this engagement. Users are being given more control over their ad exposure which is great for user experience but advertisers are likely to have to ensure their ads are those that users want to interact with.

With ease of use and accessibility being a key aspect of digital advertising, the success of this experiment raises the question; will it enhance user experience, or could it complicate engagement?

The Launch Of Google AI Overview Ads

Announced at Google Marketing Live back in May 2024, the new AI Overview ad format has begun rolling out across mobile devices in the US.

Where now upon searching a question on Google an AI curated answer sits at the top of the results page, in the US ads which relate to the search are now included in these search overviews.

An example given by Google to reporters at a demonstration was searching “how do I get a grass stain out of jeans?”. Subsequently the AI Overview result gave the user instructions on how to remove the stain followed by ads for Tide & OxiClean laundry products, displayed like a shopping ad carousel.

This update has the opportunity to improve performance as seemingly intent is behind the search. Although, Google has informed that there won’t be any separate reporting tools for ads appearing in the AI Overview.

As an advertiser, there is no action required. Existing AI-powered Search ads, Shopping and Performance Max campaigns will automatically auction for a position, and there is no option to back out.

The implementation of Google AI Overview Ads has the potential for ads to be placed at the top of the page, providing the best visibility. However, ads not shown in the search overview may be pushed lower down the page, reducing visibility and potentially limiting return on investment.

The challenge of this update lies in ensuring that ads appear in the most valuable space for optimal results.

4 New Performance Max Updates

Designed to leverage machine learning and automation in Google ads, Performance Max Campaigns are coming up to their third anniversary and Google have just announced some new updates with the aim to boost creative optimisation and campaign performance.

• Creative Reporting. Soon advertisers will be able to enhance creative asset performance through specific conversion metrics. Ad copy and assets quality are key in maximising Performance Max effectiveness, therefore gaining these insights will be crucial in improving campaign performance & testing.

• Streamlined Performance Insights. Where insights, recommendations and explanations were previously scattered across various sections this update creates one dashboard to view them all. Seemingly increasing efficiency in finding the information by centralising everything in one place.

• Target Pacing Insights. With the potential to be a great time saving update, this new insight provides advertisers the ability to track where campaigns are pacing at meeting target ROAS & CPA. Allowing advertisers to see where accounts are underperforming, helping optimise performance with greater efficiency.

• Impression Share Reporting. Providing visibility into how your competitors’ ads are showing will be invaluable in search & shopping campaigns performance through this update.

With some updates already live and others rolling out by the end of the month, these new Performance Max tools are extremely valuable to advertisers in improving ad potential through optimisation opportunities.

Google Ads Removes the Audience Insights Tab

The Google Ads Insights tab which provides automation of audience recommendations has been removed. Where previously Google would assist advertisers with targeting, this update requires users to manually identify and select audience segments. This will likely impact the general day-to-day for many advertisers, as it will necessitate a bit more effort into finding value within a Google Ads account.

Although Google hasn’t given any insight into why the update has happened, we can make two assumptions.

They may be announcing a new version of the feature in the coming weeks or months. Historically, removals have been made of popular features and then relaunched in future updates.

Alternatively an explanation could be a common business decision driver; to increase profits. Increasing manual effort in audience insights will require advertisers to use other tools and data sources to accurately identify audiences. This then also means that advertisers can’t rely on automation and may need to expand their knowledge and understanding to ensure accurate decisions are made. Therefore providing Google with more money making opportunities as advertisers learn how to target accurately. In the meantime, users are likely to make less accurate decisions in targeting thus meaning more users are targeted and larger budgets are required subsequently leading Google to profit.

To protect yourself from this update ensure to dedicate some time to familiarising yourself with who you want to identify in your audience segments and how to select these manually.

This is an interesting update in the world of machine learning where generally developments are making a shift towards automation and the use of big data. Is this a step backwards or is Google helping advertisers in their targeting effectiveness?

Google Ads Rolls Out a Useful AI Update for Brand Keyword Matching

Keyword Match Types and the logic that goes into matching them to Search Terms has been evolving and changing for years. The saying goes “Exact Match is no longer Exact”, with Google continuously trending toward less precise targeting, instead leaning on machine learning to widen the scope of keyword targeting to include longtail and new search terms that can’t be predicted.

The latest announcement from Google includes 4 key changes that will have PPC advertisers changing the way they work with their brand and the unique search terms in that sphere.

1. Mispelled search terms are becoming easier to manage! If you’ve ever struggled to add negatives of all the potential mispells of a brand term, this AI-driven update means advertisers need only add the core brand term. AI will ensure that mispells are included.
2. Brand Exclusions across ALL keywords and DSA campaigns are rolling out, expanding the Performance Max feature to core campaign types.
3. Additional suggestions for Brand keywords and search terms, which turns a Broad Match keyword into a wider brand “sphere” targeting-signal, allowing for “Brand Generic” keywords to filter through more often.
4. Previously un-trackable “Other” search terms will now start showing, giving advertisers more direct control over targeting and exclusions – this last one allows PPCers to “rein in” the expanded targeting that the expansion caters to.

All of this trends towards more consolidation in Google Ads campaign structure, encouraging less fragmentation between Brand and Non-Brand campaigns, joining them up to act as a “Messy Middle Search Campaign”.