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Category: PPC

Google’s Partner Match: Precision Targeting for YouTube
I’m thrilled to share that Google is launching an innovative tool called Partner Match, designed to revolutionize how advertisers can target YouTube audiences using third-party hashed data. This advancement is detailed in newly released help documentation, and it’s poised to make a significant impact.
What advertisers must do: Activating Partner Match is straightforward. Advertisers need to:
1. Authorize the data partner
2. Accept the Partner Match terms
3. Apply the generated audience lists during campaign setup
Why we care: Partner Match could provide advertisers with precise targeting at a time when reaching audiences is increasingly challenging. It’s expected to enhance alignment between brands’ first-party signals and YouTube delivery, making Video Reach, Video Views, and Demand Gen campaigns more effective.
Remarkably, its global availability—with a few exceptions—makes Partner Match one of YouTube’s most scalable targeting innovations in recent years.

Inspired by this post on Search Engine Land.

How it works: Partner Match empowers approved partners to upload hashed user data, such as email addresses, names, or ZIP codes. Google then aligns this data with signed-in YouTube accounts, enabling advertisers to target these tailored audience segments effectively.
- Video Reach campaigns
- Video Views campaigns
- Demand Gen campaigns (YouTube channel only)
Though it won’t support ad sequences or YouTube Select guaranteed deals, the flexibility it offers is remarkable.
Where it’s available: Partner Match will be rolled out globally, with exceptions in the UK, Switzerland, and the EEA. That said, advertisers in these regions can still reach audiences in eligible countries.
What advertisers must do: Activating Partner Match is straightforward. Advertisers need to:
1. Authorize the data partner
2. Accept the Partner Match terms
3. Apply the generated audience lists during campaign setup
Why we care: Partner Match could provide advertisers with precise targeting at a time when reaching audiences is increasingly challenging. It’s expected to enhance alignment between brands’ first-party signals and YouTube delivery, making Video Reach, Video Views, and Demand Gen campaigns more effective.
Remarkably, its global availability—with a few exceptions—makes Partner Match one of YouTube’s most scalable targeting innovations in recent years.

Inspired by this post on Search Engine Land.
December 1, 2025
Boost Campaign Success with Microsoft’s New Ad Tools

I’ve recently discovered some exciting updates from Microsoft Ads that promise to enhance the way we manage and analyze our advertising campaigns.

With these updates, we now have the ability to see individual asset disapprovals—meaning that if a particular image, headline, or text in our ad doesn’t meet standards, it can be addressed without disrupting the entire campaign. What a relief to know that one small glitch won’t pause everything!

Additionally, conversion reporting has become much more transparent. We can track how long it takes for 90% of conversions to be recorded post-click, whether they happen online or offline. This clarity is essential for refining our bidding strategies and assessing campaign performance with better precision.

These changes tackle two big challenges we face as advertisers: minimizing wasted spend due to blanket ad disapprovals and clearing up the murkiness of conversion lag.

Why this matters to me.

The ability to address ad issues at the asset level keeps our campaigns live and our revenue steady, while the new conversion metric improves data accuracy. It helps me make informed decisions on bidding and pacing across platforms, ultimately leading to better resource management.

In short, these enhancements make managing Microsoft Ads more predictable and efficient.

The updates were initially shared by John Sargent on LinkedIn and confirmed by Microsoft Ads Liaison Navah Hopkins. For those of us handling multi-platform campaigns, this is a major step forward in gaining better control and clearer data insights.

Inspired by this post on Search Engine Land.

December 1, 2025
Unlock New Potential with Google’s Revived Website Optimizer
I’ve recently discovered that Google is testing a revamped version of its old ‘Website Optimizer,’ and I couldn’t be more intrigued. Google Ads has quietly updated its documentation, suggesting a new built-in A/B testing tool that’s seamlessly connected to GA4.

Several new Google support pages caught my eye. They describe the ‘Website Optimizer,’ which is poised to appear under the Reporting tab in Google Ads. The name brings back memories of the original Website Optimizer from 2008—notably, its later iteration as Google Optimize, which was retired in 2023. However, this current version promises something fresh and exciting.

How It Works
- You’ll need access to Google Ads and admin permissions on a linked GA4 property.
- No GA4 property? No problem—Website Optimizer will create one for you.
- Google’s documentation hints that this tool will simplify experiments directly through Google Ads, making setup much easier than older tools.
Why It’s Important This built-in experiment tool offers advertisers a seamless way to test landing pages, enhance on-site user experience, or improve conversion flows—all without the hassle of third-party tools or complex analytics setups.

The Implications Google’s discontinuation of Optimize left a void; however, the reintroduction of Website Optimizer could mean Google is keen on integrating experimentation capabilities directly into Google Ads and GA4.

Key Features to Watch
- Will it offer full A/B testing or a simpler, automated optimization feature?
- Is server-side testing in the cards—something missing from previous versions?
- When will it officially roll out to user accounts?
The Bottom Line It’s exciting to anticipate that Google is preparing to offer us an integrated way to boost our website performance once more. However, everything currently resides behind early documentation clues.

Dive Deeper Insights into these developments came from PPC News Feed owner, Hana Kobzová. Here’s what she discovered:

How can I share Website Optimizer access with my teammates?

Do I have to use HTML for my original content and variations when using Website Optimizer?

Do I need to give my MCC manager special access for Website Optimizer?

Do I need an Analytics account to use Website Optimizer?

Inspired by this post on Search Engine Land.
December 1, 2025
Unlock Efficiency: Customize Google Ads Overview Tab Easily

I’ve just learned that Google Ads has introduced an exciting update that now allows us to create up to five custom views on the Overview tab. This change makes it so much simpler for us to track the key metrics that are crucial for our advertising campaigns.

Google Ads is really stepping up its game by letting us customize the Overview tab. Now, we’re not limited to a single static view. Instead, we have the power to tailor our dashboards, ensuring that we focus on the data that truly impacts our campaigns.

Driving the news. I’ve seen a post on LinkedIn, complete with screenshots, that highlights this new update. Users can now add multiple tabs and fully personalize their Overview pages, fitting their unique needs.

What’s changing. In the past, the Overview tab had a fixed layout. This was restrictive for us, especially when we wanted more detail on our performance. Now, with these custom views, we can organize metrics, charts, and reports in a way that really fits our workflow, allowing for better efficiency and insights.

Why we care. For those of us managing Google Ads, the ability to custom-tailor the Overview tab means we can focus directly on the metrics that matter, saving time and cutting down on the hassle of digging through various reports. For agencies handling multiple clients, this allows us to create personalized dashboards for each account, enhancing our efficiency and insight. Over time, this adjustment helps us spot performance trends more quickly and make data-driven decisions with greater confidence.

First seen. This new feature was first unveiled by Adrian Dekker.

Bottom line. This update makes account monitoring much more streamlined, enabling us to focus on the key performance indicators without having to filter through numerous reports. With custom views, organizing campaigns and spotting trends becomes a breeze.

Inspired by this post on Search Engine Land.

November 26, 2025
Unlocking New Horizons: Google’s Custom Segments for Display Campaigns
I recently heard about Google’s discreet update on December 12th to its Personalized Ads policy. This change seems to be expanding access to Custom Segments for certain Display campaigns, opening up possibilities previously restricted under the policy.

The information dropped into my inbox through a mandatory service email from Google. However, it left much to the imagination as it only confirmed the policy update but failed to provide specifics. It made it clear, though, that the change targets campaigns limited by the Personalized Ads policy, not every Display campaign.

As someone who closely follows these updates, I noticed the buzz among industry experts. Google Ads Coach Jyll Saskin Gales pointed out that Custom Segments have mostly been available for Display campaigns, suggesting that this update focuses on previously blocked advertisers gaining access.

PPC Freelancer Sofia Akritidou raised critical questions, voicing the confusion many of us felt:
- Could this mean a breakthrough for health-related advertisers who faced audience targeting blocks?
- What about user comfort with ads tailored to sensitive conditions?
- Does “Display campaigns” mean all GDN formats, possibly including Demand Gen?
- Why hasn’t Google clarified these changes?
These are not just speculative queries—they are vital considerations for adjusting our strategies and campaigns. Google’s move could mean a broader reach with Custom Segments, allowing us to potentially engage with niche markets, including sensitive areas like healthcare. But it does raise the issue of user privacy.

I’m keen to know whether this change extends to Demand Gen campaigns. Clarity there could significantly influence strategic decisions as December 12th approaches.

What could this mean for advertisers like me? Well, here are a few possibilities:
- Access to new targeting options for campaigns previously restricted by limited audience tools.
- The advantage of crafting segments based on intent or interest, even with stringent policy guidelines.
The change was initially noticed by Chris Ridley, the Head of Paid, who shared the news on LinkedIn.

The bottom line here is clear: if your Display campaign falls under the Personalized Ads policy, you’re in for an upgrade in targeting capabilities. For others, it’s business as usual—for now.

Inspired by this post on Search Engine Land.
November 26, 2025
Unlock Google Ads Success: 5 Tips to Master Search Terms
I’ve discovered that mastering the Google Ads search terms report can revolutionize my targeting strategies, help cut unnecessary costs, and uncover exactly what potential customers are searching for.

You might believe you’ve got the hang of the Google Ads search terms report, but this crucial tool is often overlooked or misapplied. Let me share five personalized tips that can enhance the effectiveness of your campaigns, by using the search terms report effectively.

Keywords vs. Search Terms: A quick refresh

When I speak about keywords and search terms, the distinction can get blurry. Here’s a clear breakdown:
- Keyword: It’s the word or phrase I add to my Search campaign to indicate the types of searches I want my ads to appear beside.
- Search term: This is the actual phrase a user typed into Google that triggered my ad.
My ads appear for a search query and create a search term in my account due to:
- Manually entered keywords.
- Keywordless targeting using tools like Shopping Ads, Dynamic Search Ads (DSA), AI Max, or Performance Max.
Which campaign types have a search terms report?

The search terms report isn’t exclusive to Search campaigns; it’s available across various campaign types utilizing search queries:
1. Search Campaigns (can be keyword-based or keywordless via AI Max)
2. Shopping Campaigns (keywordless)
3. Performance Max (keywordless)
All these campaign types enable me to add negative keywords, helping fine-tune the targeting either through keyword lists or specific ad group levels. Regardless of the type, the search terms report remains my primary tool for understanding user intent and how ads align with real searches.

Tip 1: Your search terms have match types, too

Interestingly, every search term also has a match type, distinct from keyword match types. Here’s how I think about it:
- A keyword match type is the rule I set for Google.
- A search term match type reflects Google’s judgment on the alignment of a user query with that rule.
For instance, even if I set a broad match, the triggering search term may be seen as an “exact match close variant.” By exporting the search terms report into a pivot table by match type, I get a clear performance view, aiding in my optimization decisions.

Tip 2: The search terms report isn’t just for adding negatives

A common misstep I see is adding too many negative keywords from the search terms report. It’s important to add irrelevant queries as negatives, but needing to negate over 10% signifies deeper issues. Before jumping into adding negatives, I reassess my targeting strategy:
- Are my keywords too broad?
- Should I consider a narrower match type?
- Is it time to turn off AI Max?
- Do I need to refine my product feed for better matches?
By refining targeting from the outset, the amount of irrelevant traffic—and consequently the need to add negatives—diminishes. It’s crucial to be precise with how I match negative keywords to avoid conflicts.

Tip 3: Customize your search terms report for DSA or AI Max

If I rely on keywordless features like DSA or AI Max, I tweak my report view for comprehensive insights. By selecting the right dropdown options:
- DSA View: Reveals landing pages for each search term, highlighting DSA’s query-page connection.
- AI Max View: Displays landing pages and RSA headlines, helping evaluate the effectiveness of features like URL expansion.
Tip 4: Don’t ignore the “Other Search Terms”

I always pay attention to the “Total: Other search terms” row at the search term report’s bottom. Though these queries are hidden, likely for privacy or low volume, their performance data are insightful. Comparing visible vs. non-visible search term performance guides my targeting adjustments.
- If “other search terms” excel, broadening targeting or employing more broad match keywords or AI Max might be beneficial.
- If they perform poorly, narrowing targeting or using exact match keywords or a stricter strategy like Target CPA could be advantageous.
Tip 5: Analyze your search terms alongside their respective keywords

This simple yet impactful practice involves adding a Keyword column to see the keyword responsible for triggering each search term. If certain keywords frequently lead to irrelevant terms, I consider pausing or replacing them, while elevating effective search terms into distinct keywords.

Get more from your Google Ads campaigns

The search terms report is my gateway into understanding user behavior and preferences. These tips extend beyond mere negative keyword adjustments, empowering me to make precise decisions for optimizing Google Ads campaigns.

This article is part of the Search Engine Land series, “Everything you need to know about Google Ads in less than 3 minutes.” Each edition by Jyll provides insights into Google Ads features for optimal results, all designed for a quick 3-minute read.

Inspired by this post on Search Engine Land.
November 26, 2025
Protect Yourself from Rising Google Ads MCC Phishing Attacks

Recently, I’ve noticed a sharp rise in phishing attacks targeting Google Ads Manager accounts (MCCs). These sophisticated scams allow attackers to seize control over numerous client accounts, quickly spending massive amounts of money without detection.

Driving the news. Agencies on platforms like LinkedIn, Reddit, and Google’s forums are continuously reporting an increase in MCC takeovers, even affecting teams with two-factor authentication. The attackers excel with nearly flawless phishing emails that impersonate Google’s account-access invitations.

Victims explain how hijackers insert fake admin users, connect their own MCCs, and start fraudulent high-budget campaigns that can go unnoticed for far too long.

In some cases, support requests take too long to process, leading to severe financial loss, with some agencies reporting upwards of tens of thousands of dollars in expenses within just 24 hours.

How it works. These scams expertly mimic standard client-access invites, using similar branding and format. However, the provided link redirects to a fake Google login page on Google Sites, allowing attackers to capture full MCC access once credentials are entered.

Why it’s getting worse. Many advertisers highlight how the phishing emails closely resemble authentic Google messages. Some agencies admitted they nearly clicked through but noticed small discrepancies in the sender domain or login URL just in time.

The impact:

Fraudulent ads run immediately, depleting budgets.

Malware exposure becomes a real risk, as these ads often direct to harmful sites.

Account damage results from invalid activity flags and disapprovals, with trust issues potentially lingering for months.

Operational chaos erupts as agencies lose access to every client account within the MCC.

What Google says. The Google Ads Community team issued a help document instructing advertisers on steps to take if accounts are compromised, especially highlighting risks during the holiday season. However, there hasn’t been acknowledgment regarding the widespread nature of MCC takeovers.

Why we care. These MCC hijacks represent serious financial and operational threats, swiftly wiping out budgets, compromising client accounts, and requiring days for containment by Google’s support. With attackers now bypassing two-factor authentication through nearly perfect phishing techniques, even the most secured teams face risk. Just one mistake by a team member can put an entire portfolio at risk, impacting spend, performance, and client trust.

What experts recommend. Marc Walker, the founder and managing director of Low Digital Ltd, offers several strategies to safeguard your accounts from being hijacked:

Always verify the URL since Google doesn’t use Google Sites for login purposes.

Confirm invites within the MCC itself and avoid relying solely on email.

Remove dormant users and inactive accounts to reduce potential vulnerabilities.

Educate teams to recognize phishing red flags, especially during peak seasons like holidays.

Between the lines. In a large MCC, if even one user falls for the scam, the attacker gains full access to the entire portfolio, enabling them to deplete budgets much faster than Google’s response time.

Bottom line. Google Ads hijacks pose a substantial operational threat for both agencies and in-house teams. Until stronger protections are implemented, vigilance remains our strongest defense.

Inspired by this post on Search Engine Land.

November 25, 2025
Why Seasonality Adjustments Mislead Advertisers on Black Friday
I recently came across a fascinating study highlighting how seasonality adjustments can actually backfire for advertisers during Black Friday, driving up costs and reducing efficiency.

A thorough analysis over three years, involving up to 6,000 advertisers, indicates that using Google’s seasonality bid adjustments during Black Friday and Cyber Monday (BFCM) often undermines efficiency, despite the platforms recommending them.

The big picture. Smart Bidding models are crafted to foresee predictable retail surges. Optmyzr analyzed tens of billions of impressions between 2022 and 2024, finding that advertisers who avoided seasonality adjustments usually had better efficiency metrics.

Without adjustments, Smart Bidding:
- Recognized the BFCM conversion lift independently
- Increased bids rationally
- Maintained stable or improved ROAS, particularly in 2024
With adjustments: CPCs surged faster than the actual conversion rates, eroding efficiency.

Reality check: Google doesn’t need your “heads up.” Seasonality adjustments prompt Google to expect a conversion rate rise and to bid accordingly. If your prediction is off—and it usually is—Smart Bidding overshoots.

For example:
- You predict a +50% CVR lift
- The actual lift is +40%
- This results in an overbid of about 7.1%
During BFCM’s high sales volumes, even minor mistakes become costly quickly.

The data: 3 years of the same story

1. Smart Bidding already adjusts for the CVR spike
- 2022: +17.5%
- 2023: +11.9%
- 2024: +7.5%
No additional guidance needed.

2. CPC inflation doubles with adjustments

Across all observed years, CPCs increased approximately twice as much when a seasonal adjustment was used.

3. ROAS drops significantly

Advertisers relying on Smart Bidding saw stable or improved ROAS, whereas those who intervened suffered double-digit losses.

The one exception: “Volume at all costs.” If the aim is pure revenue growth, disregarding margins, seasonality adjustments can be beneficial.

Revenue lifts were notably higher with adjustments:
- 2022: +50.5% vs. +25.0%
- 2023: +52.8% vs. +30.3%
- 2024: +39.9% vs. +33.8%
Efficiency may decline, but volume certainly increases.

When seasonality adjustments make sense. They’re useful when Google doesn’t have prior signals, like one-off or niche events.

Good for:
- One-time flash sales
- Email-only offers
- Surprise clearance sales
- Niche seasonal spikes
Not recommended for:
- Black Friday
- Cyber Monday
- Christmas
- Valentine’s Day
- Any event with a predictable historic pattern
Why we care. Google already recognizes the significance of Black Friday. Smart Bidding is trained with years of BFCM data and can detect conversion rate spikes independently. Overriding this can lead to excessive bidding, increased CPCs, and reduced ROAS, so many marketers might be wasting their budget during this crucial week.

By recognizing when Smart Bidding has an adequate signal, advertisers can avoid expensive errors, maintain efficiency, and reserve seasonality adjustments for when they add true value.

Bottom line. Smart Bidding effectively manages major retail holidays. Seasonality adjustments often bring more chaos than benefits during predictable retail peaks. Keep them for unique, brand-specific events that Google can’t predict.

Smart move: Trust the algorithm — use tools like anomaly alerts, pacing monitors, and bid caps for control without conflicting with Smart Bidding’s core models.

Dig Deeper. Do Seasonality Adjustments Actually Help During BFCM? A 3-Year Study Says No.

Inspired by this post on Search Engine Land.
November 24, 2025
Retailers Waste on Black Friday Google Ads: The Need for Real-Time Management
During Black Friday, I’ve noticed many retailers, including myself, wasting substantial advertising budgets on Google Shopping ads. The main issue arises when these ads are still running for products that have already sold out, clearly demonstrating a pressing need for real-time stock management.
As we all know, Black Friday marks the peak of the retail season. However, it’s disheartening to find that so many brands, myself included, end up losing money on Google Shopping ads for items no longer available in inventory.
The problem: The ads continue to run even after items are out of stock, incurring cost-per-click charges with no possibility of conversion. Through a comprehensive study by ShoppingIQ involving 500 global retailers, it was revealed that a staggering 97% kept paying for clicks on items no longer in stock, sometimes persisting for 24–48 hours.
Why I care. Out-of-stock ads are not just a financial drain; they also skew campaign performance and disrupt algorithmic learning. When conversion rates plummet for unavailable products, it damages rankings, reduces ROI, and hampers future bidding strategies.
Example: Take Argos, for instance; they reportedly advertised items that were out of stock during Black Friday, leading to frustrated customers and depleted ad budgets.
Stock update refresh rates:
- ~24 hours: 90% of retailers
- 6–23 hours: 5%
- 48 hours: 2%
- Other: 3%
Retailers’ response: Some companies, such as Mamas & Papas, have started leveraging ShoppingIQ’s real-time stock technology. This helps them focus ads solely on products that are actually available. Samantha Dabek, Senior Digital Marketing Manager, shares that they have managed to cut unnecessary costs and ensure advertising is targeted toward in-stock products.
The bigger picture: Google Shopping commands around 75% of US retail search spending. However, the default settings let out-of-stock ads run unchecked. ShoppingIQ strongly advocates for retailers to seek more transparency and control from Google to prevent wasted spending.
Bottom line: For those of us running high-stakes campaigns during Black Friday and other peak times, real-time stock management is essential. Otherwise, each wasted click represents money lost.

Inspired by this post on Search Engine Land.
November 24, 2025
Effortless YouTube and Google Ads Integration Boosts Advertiser Insights
Recently, I’ve noticed Google has started automatically linking YouTube channels with Google Ads accounts. This innovation allows advertisers like me to quickly tap into valuable audience data, though it does require careful permission management.

When Google’s system detects a strong connection between a YouTube channel and a Google Ads account, it takes action by linking them. This gives us richer audience signals without us having to do a manual setup.

What’s happening now? Google will set up these links automatically if a strong relationship is identified, notifying us 30 days in advance. This email notification allows us to decide whether to opt out or connect sooner.

How does it work?

During the 30-day period, if no one opts out, the link will be completed automatically. If I manage both accounts, I can even connect them immediately. There’s flexibility here, too, as I can always adjust permissions or unlink later if needed.

Why this matters to us. This development simplifies how we, as advertisers, access YouTube audience data. It makes it straightforward to target viewers and construct data segments. However, it also introduces uncertainties about control over our assets and the permissions we’ve set.

Benefits for advertisers. Once linked, I can:
- Use YouTube interactions to run more effective ads.
- Leverage organic views and earned actions for performance insights.
- Create data segments from how audiences engage with my channel.
- Consider channel engagement as conversion activities, like subscriptions.
Limitations I’ve noticed
- Channel owners gain no control over the actual Google Ads account.
- Copy or edit capabilities for channel videos are not given to advertisers.
- If personalized ads are disabled, audience data reports are also turned off.
- Restrictions on Video Ads Certification (VAC) are still applicable; removal of these is specific to the linked Ads account.
Managing these links. If I, as an admin, choose to opt out, I can easily do so through the links provided in the notification emails from Google. If opted out, the link won’t be made. Meanwhile, manual linking can always be done via the traditional Google Ads settings menu.

Initial discovery. The new auto-linking feature was first highlighted by Hana Kobzová, founder of PPC News Feed. More on this can be read here.

Final thoughts. With Google’s new auto-linking, we as advertisers can enjoy less setup hassle and better YouTube performance insights. However, it’s crucial to monitor our notifications to ensure that data sharing aligns with our privacy preferences and company policies.

Inspired by this post on Search Engine Land.
November 24, 2025

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