PPC

Microsoft Advertising’s reporting update

What’s new in Microsoft Advertising’s overhaul?

• • Smarter reporting: A redesigned reporting interface that aims to be faster, more intuitive and designed to help users easily locate metrics that apply to them.
  • Performance Max: Better insights, improved budgets and bid controls across the various channels are included in the updates, alongside increased transparency on what is actually driving results.
  • Cross-platform synergy: Another update involves streamlined dashboards that bring together search, display and video performance into one place.
  • Shopify + Microsoft: The Microsoft Channel app on Shopify now supports more global markets, including the UK, Japan & Australia. Meaning merchants can connect Microsoft Ads directly from Shopify, sync product catalogues to Bing & MSN Shopping as well as running performance max campaigns.

These updates provide advertisers increased control, visibility and ultimately efficiency. The improved reporting makes performance tracking easier and faster. The Performance Max updates offer smarter bidding and more flexibility, while the improved import tools and Shopify integration makes cross platform campaigns much easier to manage and scale.

YouTube is testing new ad styles

YouTube is currently testing 30 second non-skippable ads within regular Google Ads campaigns, extending a format that was previously exclusive to premium YouTube Select. These ads are being included alongside existing 15 second non-skippable and 6 second bumper spots. Advertisers can use the same targeting options as others in stream formats. This new feature is currently within its beta phase.

An increase in PMax Search Themes

Google continues to refine Performance Max (PMax) with an increase in Search Themes cap from 25 to 100 per asset group. The update will provide advertisers with increased ability to guide AI-driven campaigns through allowing greater control over how queries are matched.

Search Themes act as a key signal for Google’s automation; therefore, quadrupling the limit grants advertisers the ability to better guide their PMax campaigns. Alongside this, where Performance Max campaigns are highly automated, these increases in Search Themes support improved advertiser control for targeting.

PMax channel reporting announced

Google is rolling out new features to Performance Max (PMax) campaigns. These updates aim to provide advertisers with more detailed insights into how their campaigns perform across various Google channels, including Search, YouTube, Display, Discover, Gmail and Maps.

In the past, PMax campaigns have been criticised for their lack of insight into where and how ads are being served. However, with the introduction of channel-level reporting, advertisers are now able to see which platforms are driving performance, thus allowing for more informed decision-making and optimisation.

Alongside this, Google is introducing asset-level insights, which offer advertisers a clearer view of how individual creatives perform. Meaning marketers can better understand which headlines, descriptions and images are most effective with target audiences.

The updates appear to be part of Google’s broader effort in making PMax campaigns more transparent and user-friendly.

Reduction in search campaign customer match list minimum

Google has reduced the minimum size requirement for Customer Match lists in Search campaigns from 1,000 to 100 users. This then allows smaller advertisers to utilise Customer Match for targeting and bidding strategies, which were previously only accessible to those larger advertisers who have extensive first-party data. The update is expected to enhance personalisation and performance for a wider range of advertisers.

Google Ads API v20 upgrades

Google has launched version 20 of Google Ads introducing several enhancements designed for greater campaign control and increased insights. Advertisers can now apply campaign level negative keywords within Performance Max campaigns, allowing for more granular targeting options.

Demand Gen campaigns have increased reporting detail, it is now segmented by ad network types including YouTube, Maps, Discover and Gmail. There is also an option for platform comparable conversion metrics.

API v20 also adds deeper analytics for asset groups, audience insights, reach forecasting with first party lists, sub-country and device segmentation and new YouTube Select and pause screen ad metrics.

Google Video Ads expanded

Google has expanded video ads to new placements, including Search results, image tab, and Shopping tab.

• Currently, testing is in the US and Canada as part of a limited rollout.
• The video ads will be integrated within Performance Max campaigns for seamless setup.
• The update is designed to engage users earlier in their purchase journey with visual short-form content.
• The main goal appears to make ads more discoverable across multiple touchpoints during the consumer purchase journey.

Google launches AI Max for search campaigns

AI Max is a new one-click update available within existing search campaigns.

The new feature aims to address both concerns over losing transparency and control as campaign automation expands, and changing search behaviour as users are using more complex, conversational, and even visual queries.

Layered as three core elements: search term matching, text customisation, and final URL expansion, Google recommends all three to be used in conjunction.

Advertisers who enable AI Max in their Search campaigns can expect stronger performance through improved query matching, dynamic creative, and better control features.

Google has added several controls to address brand consistency and safety, with reporting improvements also expected as the new feature rolls out.

Update to the Unfair Advantage Policy

Today Google will be updating its Unfair Advantage Policy to clarify that ‘Using the Google Network to gain an unfair traffic advantage over other participants in the auction’ is prohibited now only in a single ad location. Violations of the policy will not lead to an immediate suspension, with a 7-day warning in place.

This update opens up opportunities for advertisers to dominate search results by showing multiple ads in different ad locations. This could lead to increased visibility, higher click-through rates, and more conversions.

However, it may also increase competition and costs, especially for smaller advertisers, as larger brands gain more SERP real estate.

We spoke to Victoria Chapman, Founder of TLC Ads, about her opinion on this update:

Expert opinion

Victoria Chapman, Founder of TLC Ads

"After analysing Google's Unfair Advantage Policy update, I think we need to look beyond the initial 'big brands will dominate' concerns and consider the real user behaviour patterns. Let's be realistic about what this means: according to industry data, only about 9% of users actually scroll to the bottom of search results. So while theoretically brands can now appear twice, the impact may be overstated for most searches. What's more interesting is how this fits into Google's broader shift toward an asset-first approach. The winners won't necessarily be those with the deepest pockets, but rather advertisers who create adaptable, standalone assets that can perform well across different placements - including emerging spaces like AI Overviews and Image Search. For our lead generation clients, this reinforces the importance of creating punchy, action-oriented headlines that can stand independently. Think less about controlling specific positions (especially with smart bidding) and more about crafting assets that can be effectively deployed anywhere on the SERP. Instead of worrying about competing for both top and bottom placements, smaller advertisers might find better ROI focusing on close variants of main keywords - potentially accessing valuable inventory that larger, less nimble advertisers haven't optimised for. The psychological impact is worth considering too. When users see the same brand in multiple positions, it creates an impression of authority. But the question remains: were bottom placements converting well anyway? If not, is this really as disruptive as initial reactions suggest? The metrics that matter most aren't impressions or clicks, but lead quality and acquisition costs. Multiple placements might increase brand awareness, but if they're not generating qualified leads, they're just expensive decorations."

New Performance Max features

Google has announced updates to PMax campaigns with a focus on customer lifecycle management and creative asset optimisation. 

• Retention Goals: Advertisers can now set specific goals to re-engage lapsed customers by identifying high-value former customers and prioritising ad delivery to them.

• New customer acquisition reporting: ‘New customer only’ and ‘new customer value’ are dedicated reporting columns to display customer acquisition cost.

• Landing page image sourcing: PMax can automatically extract images from landing pages to diversify ad creatives.

• Smart cropping: This feature generates multiple versions of existing images through intelligent cropping, thus increasing the variety of ad creatives. 

The update aims to provide advertisers with greater control over targeting strategies and creative assets.

Google Merchant Center latest updates

In an aim to streamline product data submissions and improve overall shopping experience for users, Google has announced updates to its product data specifications. These are effective from 8th April 2025.

• New downpayment reporting, a new downpayment sub-attribute within instalment. Where price reflects the full up-front cost.
• The energy efficiency class attribute is being made more inclusive. It provides support for products requiring energy labelling.
• New shipping attributes, to offer more precise delivery estimates there are three new offer-level shipping attributes; carrier_shipping, shipping_handing_business_days & shipping_transit_business_days.

The below are updates which will be effective 1st July 2025.

• Member pricing changes, merchants will have to use the loyalty_program attribute where applicable for member-exclusive prices.
• US sales tax settings will be removed, meaning there will be no requirement to submit US sales tax via tax or tax_category attributes within GMC.

Google launches automatic content extraction

Google has rolled out a new feature which automatically extracts marketing content to ‘enhance’ and dynamically create ads. The information can be extracted through email marketing, social accounts and content.

Google will extract and showcase:

• Links to primary social media channels.
• Highlighted social media content.
• Current and upcoming sales/promotions.
• Brand images and videos.
• Brand voice and values.

With no additional effort, Google can now display information about promotions, products and social media profiles across Search, Shopping and Maps. This creates increased visibility, which has raised initial concerns around brand protection. 

Every account has been automatically opted in to this feature. You are able to opt out of this through GMC’s marketing content usage options..

New Demand Gen conversion tracking columns

Google has introduced new conversion tracking columns for Demand Gen campaigns which attribute 100% of conversions to the last touchpoint. The new feature is available at both campaign and ad group level.

This update allows advertisers to directly compare Demand Gen campaign performance with paid social platforms by providing view-through conversion data. Thus providing advertisers more granular performance insights.

Immersive ads are expanding: Google Ad Manager collab with Roblox

Google has expanded its Immersive Ads program by partnering with Roblox, providing seamless ad integration into virtual gaming environments. The collaboration allows advertisers to place ads within Roblox experiences, such as appearing on billboards in virtual cities. This partnership encourages user engagement without disrupting gameplay and provides advertisers with another platform to reach users.

Google Merchant Centre will update its click reporting to align with Google Ads

Google has announced Google Merchant Centre (GMC) will update its click reporting to align with Google Ads. Currently, Merchant Centre counts all interactions as product clicks, however after this update clicks will be reported separately from other interactions which is similar to Google Ads. This change may impact current and historical data in Merchant Centre but it won’t affect Google Ads reporting or performance.

It has been highlighted that businesses using GMC should be aware that changes in reported clicks are expected due to this reporting update, it’s not a change in actual performance.

New search term visibility added to Performance Max

Advertisers can now view which search terms are triggering their Performance Max ads within the standard search terms report. This update therefore allows negative keywords to be added directly from the search terms report which consequently enables better control over ad placements.

This update improves transparency and control for advertisers over their Performance Max ads at a similar level to Search campaigns.

Channel control for Demand Gen campaigns

Google has begun rolling out channel control for Demand Gen campaigns. This new feature allows advertisers to specify ad placements across Google’s platforms, which include Youtube, Discover and Gmail. Alongside this, it has been confirmed that those who have access to this new channel control will also have availability to channel segmented reporting. This will enable advertisers more granular performance insights thus facilitating increased Demand Gen optimisation opportunities.

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

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.

We spoke to Aaron Young, Managing Director of Define Digital Academy:

Expert opinion

Aaron Young, Managing Director of Define Digital Academy

"Google's new asset testing for Performance Max is a welcome step in the right direction—finally cracking open a bit more of the PMAX black box. But like all good split testing features, the biggest winners will be advertisers with a clear testing process—where each ad variation has one clear difference. That’s how you get direct insight into what part of your creative is actually driving performance"

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.