When I discovered Google’s latest update to the Merchant Center, I was thrilled. They’ve added a ‘build to order’ option for vehicle listings, offering sellers like me a streamlined way to display customizable models that customers can factory-order.
I immediately saw how this attribute could revolutionize my listings. It’s designed for dealers who, like myself, don’t always have every model available on the lot. This addition allows us to tag vehicles that aren’t in stock but can be tailored and ordered. It’s a game-changer!
What needs to change. I’m aware that updating my listings involves two critical steps. First, I need to adjust my structured data by setting availability to BuildToOrder. Secondly, I must align my Merchant Center feed with the same availability code. Ensuring consistency is key to avoid listing disapprovals.
Instruction on when to use the availability [availability] attribute in GMC
Why we care. This update is a breath of fresh air for us sellers. Until now, conveying a vehicle’s unavailability for immediate pickup was challenging. Now, the ‘build to order’ option clearly mirrors the operations of modern automakers, especially those like Tesla and Rivian that offer direct-to-consumer customization. It helps set clear expectations for our customers and ensures our data is pristine for Google.
The fine print. Remember, if a vehicle is categorized as ‘build to order,’ it must have the condition attribute set to ‘new.’ If it’s listed as ‘used,’ it will be disapproved. Google regards build-to-order vehicles as newly configured, not pre-owned.
Bottom line. For anyone like me selling customizable or factory-order vehicles, this update is a more precise way to reflect vehicle availability. However, it only works if my feed, structured data, and condition fields are in synchronization.
I first learned about this update from Google Shopping specialist Emmanuel Flossie, who kindly explained how to implement it on his blog.
Recently, I discovered that Google is making a significant change that could impact how I manage ads. Starting from April 1, 2026, Google will block any inactive developer tokens from uploading Customer Match data through the Google Ads API.
In a heads-up to developers like me, Google has sent out messages explaining this upcoming change. If I haven’t uploaded Customer Match data using my developer token in the last 180 days, I won’t be able to do so through the Ads API anymore.
What’s changing: If I fall into that inactive category after April 1, any attempts to upload Customer Match lists through the Google Ads API will simply fail. Google advises moving these tasks to the Data Manager API. I’m reassured that this change only affects Customer Match uploads; other campaign management activities will continue as usual in the Google Ads API.
Why Google says it’s doing this: According to Google, the Data Manager API provides a more modern and unified data ingestion system across its platforms, featuring stronger security protocols. It also offers functionalities that aren’t available in the Ads API, such as confidential matching and improved encryption, reflecting Google’s push for centralized and secure audience data management.
Why this matters to me: If neither I nor my developers have interacted with Customer Match uploads over the last six months, this could be a sudden disruption. Post-April 1, 2026, this previous routine will be obsolete, causing errors in place of successful uploads.
The takeaway: I need to verify if my developer token has been recently used for Customer Match and plan for a transition to the Data Manager API before Google implements this new policy.
First noticed: This update was initially spotted by Paid Search specialist Arpan Banerjee, who shared the information he received from Google on LinkedIn.
From Video Partners to Search, fraud exposure is anything but uniform. Discover where invalid clicks tend to spike and how you can transition your efforts toward traffic with higher intent.
I’ve always considered Google Ads as the it-place for ad spending when stacked against social platforms. Yet, the sheer scale doesn’t make it bulletproof. Click fraud is a stubborn adversary, threatening the efficiency of our budgets based on ad placement.
Google Ads provide a vast reach, but not all campaigns face equal risks. Some are more vulnerable to malicious activities. To safeguard our margins, grasping what constitutes click fraud, its origins, and shielding our campaigns is essential.
What are invalid clicks?
Invalid clicks are false interactions lacking genuine consumer intent. They’re not driven by real human interest; thus, they skew performance data and drain budgets without potential for conversion. They mainly arise from these sources:
Botnets: Hijacked devices under a “botmaster” generate immense automated traffic mirroring human behavior to inflate metrics or initiate DDoS attacks.
Click farms: Low-paid workers or scripts manually clicking ads create a façade of engagement, misleading brands on campaign effectiveness.
Ad injection and malware: Malicious software injects unauthorized ads or forcibly redirects users, hijacking legitimate revenue and eroding trust.
Pixel stuffing and ad stacking: Ads served but unseen. Pixel stuffing compresses ads into invisible pixels; stacking layers ads in one slot, resulting in paid impressions without exposure.
Fraud Blocker recently determined the average invalid click rate across Google Ads at 11.4%, and it keeps growing.
To illustrate, in 2010, the rate was 5.9%, jumping to 12.3% by 2024. This doubling points to AI-powered bots and malware that skillfully bypass basic security.
Invalid click rates fluctuate depending on campaign setup, driven by:
Industry competition: High CPC fields like legal and insurance are prime targets for adversaries exhausting budgets through clicks.
Targeting parameters: Broader keywords or regions high in bot activity can flood “junk” traffic.
Refinement tools: Negative keywords and audience exclusions form a barrier against unwanted clicks.
Campaign hierarchy: Which are the biggest violators?
Risk levels vary significantly across Google Ads inventory. Here’s how different campaign types rank in exposure:
The biggest risk: Google Video Partners
Invalid traffic in Video Partners is notably high, extending beyond YouTube to third-party sites.
Many sites provide little control, resulting in views from bots or insignificant placements.
Display campaigns: Highly vulnerable
Display ads often face low-quality or AI-created sites.
Sometimes, over half the clicks on a site prove invalid.
Major publishers are more secure, but there’s variability in network risk.
Shopping and Demand Gen: The automation tax
Automation leads to clicks from price-tools and bots.
These clicks, although not always malicious, distort optimization data.
Performance Max: Hidden exposure
Spreads risk across Google’s ecosystem.
Identifying traffic sources is challenging, leading to unnoticed invalid clicks.
Search: The safest bet
Search campaigns are most secure.
Simulating genuine search behavior is difficult for bots.
Yet, even in safe realms, a 2% fraud rate can hurt financially, especially in high CPC arenas.
How to mitigate the risks
In helping clients across various industries, identifying fraud onset patterns tailored to sectors remains vital. Our approach is proactive. Shifting from broad settings to a focused, high-intent strategy is key.
Here’s a table highlighting patterns we monitor to curtail invalid click rates:
Factor
Higher risk (Aggressive)
Lower risk (Strict)
Location
Global or “Presence or Interest”
“Presence Only” (User is physically there)
Keywords
Broad match / Generic terms
Exact match / Long-tail phrases
Networks
Including “Search Partners” and “Display”
Google Search Network only
Exclusions
No negative keywords or placement lists
Robust negative lists and app exclusions
Scheduling
24/7 (Bots often spike at night)
Custom schedules aligned with business hours
To cut down fraud exposure effectively, here’s what we can do:
Audit placement data: Regularly review ad placements to exclude sites or apps with high click rate but low conversion.
Limit AI Max reliance: While automation offers power, a “set and forget” approach invites wasted spend. Maintain manual oversight.
Review refunds: Google may refund for detected fraud, but subtle cases can slip through. Compare internally logged data with Google’s to find inconsistencies.
Google is far from a monolith. Its vast ecosystem houses diverse environments where fraud risk varies immensely.
Focusing on quality traffic threats improves data integrity, optimization precision, and acquisition costs. In today’s market, the strategic campaign structure is vital to success.
Starting April 1, 2026, Google will require that all Demand Gen campaigns in the Google Ads API maintain a $5 daily minimum budget.
What’s happening: To ensure better performance, Google is implementing a rule that demands a minimum daily budget of $5 USD, or the local equivalent, for all Demand Gen campaigns. This directive aims to facilitate a smoother transition through the ‘cold start’ phase, giving Google’s models the necessary data to optimize effectively.
This change will be implemented as an unversioned API update and will impact all pathways through which ads are bought.
Technical details:
In API v21 and beyond, if a campaign budget dips below the required threshold, a BUDGET_BELOW_DAILY_MINIMUM error will be triggered. Further specifics about the error can be found in the error metadata.
For those using API v20, a generic UNKNOWN error will be shown, referencing the specific validation failure within the unpublished error code field.
The rule applies whenever budgets, start dates, or end dates are altered in ways that result in daily spending falling below the $5 mark. This includes both daily budgets and those allocated over a flighted schedule.
Impact on existing campaigns: Campaigns currently operating below the minimum threshold can continue as they are. However, any adjustments to budgets or scheduling will necessitate adherence to the new budget requirement.
Why we care: For advertisers and developers, this adds an additional layer of compliance in campaign management workflows. Systems must be updated to identify and handle these validation errors before campaigns are launched.
The bottom line: Google aims to standardize a minimum investment level for Demand Gen campaigns, prioritizing performance stability and compelling advertisers to adjust their budgets and automation strategies accordingly.
Google has a system to manage advertisement policy compliance known as the ‘three-strikes system.’ In my experience, your Google Ads account can face suspension after accumulating three policy violations within 90 days. Let me guide you through understanding this process and how you can maintain the smooth sailing of your campaigns.
Every year, Google suspends millions of accounts because of advertising policy violations. One misunderstood policy that often trips up advertisers like myself is Google’s three-strikes system.
In essence, if your account is caught repeatedly violating any of Google’s 15 specific advertising policies, it risks suspension. Understanding this system can help you ensure that a single mistake doesn’t lead to your account being shut down.
Over the years, I’ve assisted many advertisers in navigating Google’s policies. A recent case involved a business that sells ceremonial swords, which interestingly was flagged by Google’s ‘Other Weapons’ policy. Although ceremonial swords are allowed, the misinterpretation led to a warning, and later a strike.
Despite this misunderstanding, the journey taught me the importance of patience and persistence in appealing against wrongful strikes. Hard work paid off when the business could continue without any further policy issues, proving that even if strikes occur incorrectly, they can be resolved.
Successfully navigating Google’s three-strikes system begins with recognizing what each step involves. The first step is always a warning – a chance to rectify issues without penalties yet.
Once you receive a warning, take it seriously! Make sure to address and correct the violation immediately or appeal if you believe Google is mistaken.
If a violation is believed to persist, a first strike follows, temporarily pausing your ads for three days. Here, the choice is to acknowledge the strike and remove any violations, or appeal if you’re certain you’ve complied with policies.
The second strike sees ads paused for seven days, indicating another violation or unresolved first strike, leaving the same choices for action.
If a third strike occurs, your account faces suspension, and appeals become your sole recourse, though challenging and often uncertain.
Remember, even if you appeal successfully, Google might not reset the 90-day clock, so monitor it closely and take proactive steps to avoid potential infractions.
Keep your account strike-free by understanding the policies, addressing issues promptly, and adding disclaimers to your site to clarify compliance.
Ultimately, knowing Google’s policies inside out and being prepared to address any concerns quickly are crucial steps to ensure a healthy Google Ads account.
I’ve recently discovered some thrilling news from Google — they’ve globally launched VRC Non-Skip ads, a fantastic way for advertisers to achieve AI-optimized, non-skippable reach on YouTube’s connected TV screens. This development is truly exciting!
Google is broadening its horizons with VRC Non-Skip ads, enabling brands to effectively connect with TV audiences on YouTube. As someone passionate about advertising strategies, I’m keen to explore how brands can leverage this opportunity.
What’s happening? VRC (Video Reach Campaign) Non-Skip ads are now accessible globally through Google Ads and Display & Video 360. Crafted specifically for the living room experience, these ads ensure seamless, non-skippable placements designed for connected TV (CTV) screens.
Why we care. Considering that YouTube has been the top streaming platform in the U.S. for three years straight, the TV screen is now a pivotal arena for brand investments. With non-skippable ad delivery, advertisers can make certain their complete message is absorbed in a premium, laid-back viewing environment.
AI in the mix. Google AI is here to dynamically optimize across various formats such as 6-second bumper ads, 15-second standard spots, and 30-second CTV-exclusive non-skippable formats. Instead of manually adjusting budgets per format, I’m finding it fascinating that brands can trust AI to allocate impressions optimally for maximum reach and efficiency.
The bottom line. For advertisers like myself seeking guaranteed full-message delivery on the largest screen in the home, AI now offers a simplified path. Utilizing AI-driven solutions ensures maximum reach and efficiency across non-skippable formats without the hassle of manual management.
I’ve got exciting news for certified online pharmacies in the U.S. Google has expanded its recurring billing policy, which now allows us to promote prescription drugs through subscription plans and bundled services.
The update means that certified merchants, like us, can now offer:
Prescription drug subscriptions — we’re talking recurring billing for prescription medications.
Prescription drug bundles — this allows us to combine drugs with other services, such as coaching or treatment programs, as long as the medication remains the primary product.
Prescription drug consultation services — recurring consultations to assess prescription eligibility, offered standalone or with medications.
Eligibility Requirements. To participate, we need to maintain our certified status, accurately submit subscription costs using the [subscription_cost] attribute in Merchant Center, and ensure our landing pages feature transparent terms and fees. We must also comply with existing Healthcare & Medicine policies. Accounts previously disapproved can ask for a review once they meet these requirements.
Why this Matters. This change presents new revenue possibilities for online pharmacies, as it allows us to harness the power of recurring billing models and bundled services while adhering to Google’s compliance standards.
The Bottom Line. Certified U.S. online pharmacies now have more flexibility to reach patients via recurring prescriptions and bundled offers, providing an opportunity to expand subscription-based services.
I recently discovered that Google has released a new guidance document for passkeys in Google Ads. This move couldn’t have come at a better time, considering how frequent account hacks have become.
Understanding how passkeys work within Google Ads is crucial, particularly with the uptick in phishing attempts targeting advertisers like us.
What’s Happening. According to the new help page, passkeys offer a password-free and phishing-resistant login method in Google Ads. Google outlines when these keys are essential, such as during user access changes and account linking updates.
The document guides us through the necessary device requirements, setup steps, and other security considerations to ensure we’re fully protected.
Why We Care. In today’s digital age, our ad accounts are prime targets for cyber attackers. These threats can lead to budget theft, disruptions in campaigns, and even data loss. Having clear guidance from Google is incredibly valuable, offering us a straightforward path to fortify our account security just when it’s needed the most.
The Bottom Line. With the increasing frequency of account takeovers, learning how to effectively use security tools like passkeys is a smart move. It’s all about securing our access and minimizing risks.
I’ve got some exciting news to share: Google is rolling out its AI Max text guidelines across the globe! This means that as advertisers, we gain more autonomy over the creative processes of AI-generated ad copy by implementing custom text rules to maintain on-brand messaging.
Here’s What’s Happening: Now, AI Max provides worldwide access to text guidelines for Search and Performance Max campaigns. These guidelines come with comprehensive language and vertical support.
We can now use natural language instructions to shape AI-generated creatives. This includes the power to exclude certain terms or phrases, ensuring that what we publish stays true to our brand.
Why This Matters to Us: In an era where AI-powered creative content is central to performance marketing, keeping a tight rein on brand safety and tone is crucial. By customizing text, we can ensure that ads align with user intent and our brand’s unique positioning. This way, we establish guardrails ensuring consistency, like guiding AI to avoid language that misrepresents our brand. Early adopters, such as BYD, have witnessed increased lead generation at reduced costs—proving that human-guided AI can significantly enhance campaign outcomes.
The Bottom Line: Maintaining your brand voice in AI-generated ads is probably a top priority, just like it is for me. With Google’s expanded text guidelines, we now have practical and easy-to-use tools to keep control while scaling AI capabilities.
Starting March 1, 2026, Google’s update is a game changer for those of us using ad scheduling. This change will actively pace our budgets, potentially reaching the full 30.4x monthly limit, even if our campaigns are running only on specific days.
Understanding the Change. Many of us may recall how Google used to pace our budgets based on active days. But with this update, they will aim to hit the full monthly cap within our scheduled times.
How It Works:
The 2x daily overspend rule remains in place.
The 30.4x average daily budget monthly cap is unchanged.
Our campaigns will continue to run only within scheduled hours.
Google’s new approach attempts to hit the full monthly budget within our existing schedule.
Why This Matters. Previously, if we ran campaigns on limited schedules, like weekends, our monthly spend was naturally lower. But now, we might see a significant increase in spending thanks to this pacing change—without any alteration to daily budgets or billing limits.
For instance, if we have a $100 daily budget set for weekends-only, our spend could jump from around $800 to $1,600 monthly because Google will try to maximize our spending on each active day.
Google’s Perspective. Ginny Marvin from Google clarified that this shift aims to better match the pacing with our expectations for monthly spending limits. While we won’t exceed billing caps, we should anticipate an adjustment in how budgets are approached.
According to Ginny, only those who received direct notifications of this update will be affected, and the change will roll out gradually.
What It Means for Us. Essentially, this isn’t about raising limits but about how Google utilizes current ones. If we rely on ad scheduling to contain our spending, this might cause unexpected increases unless we adjust our daily budgets accordingly.
Steps to Take Now:
Review all campaigns using ad scheduling.
Recalculate daily budgets to align with your true monthly goals.
Consider lowering daily budgets to maintain previous spending levels.
The Bottom Line. Google’s not altering our spending capacity, just the pace at which we might reach it. Ensure to modify flighted or part-time campaigns before March 2026.
Initial Insight. This update was first brought to my attention by Jordan Fry, who shared Google’s message on LinkedIn.
