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Tag: Ad Optimization

Urgent: Switch to Google’s New Merchant API or Risk Ad Interruptions

As someone deeply invested in digital advertising, I recently learned about Google’s impending changes to their Shopping API. If you rely on Shopping and Performance Max campaigns like I do, switching to Google’s Merchant API isn’t just recommended—it’s essential to keep things running smoothly.

What’s happening. Google plans to phase out older API versions, making the Merchant API the go-to for all things Shopping Ads. I checked my own campaigns in Merchant Center Next under Settings > Data sources to see which API I’m using. Any listing marked as “Content API” needed my immediate attention.

Why this matters to us. Google has been actively notifying us advertisers to make the move to the new Merchant API. For those in beta, the deadline is February 28th, and for others using Content API, it’s August 18th. If I miss this, my campaigns that depend heavily on product feeds might just stop working. That’s not a risk I’m willing to take.

The risk. I realized that feed labels don’t seamlessly transfer during the migration. Overlooking this can cause significant issues in Shopping and Performance Max campaigns, which rely on these labels for structure or bidding strategies. Without proper updating, my campaigns could quietly fail.

What to do now. Google’s suggesting that we complete this migration sooner rather than later. On my end, that means reviewing my feed labels, reconnecting my data feeds, and making sure everything’s back on track. This transition process started in mid-2024 and is becoming urgent as legacy APIs are on their way out.

Bottom line. Ignoring this isn’t an option for me. This change is more than just a backend tweak—it’s a potential revenue disruptor if not addressed promptly.

First seen. I first caught wind of this update through Google Shopping Specialist Emmanuel Flossie. He flagged the issue on LinkedIn.

Inspired by this post on Search Engine Land.

January 20, 2026
Discover the Next Wave: Ads Coming to ChatGPT Conversations
I’ve just learned that OpenAI is about to begin testing advertisements within ChatGPT in the U.S. over the next few weeks. These ads will appear at the bottom of chatbot responses and will be clearly labeled. They’ll only show up when there’s a relevant sponsored product or service that aligns with the conversation.

Who will see ads:
- Logged-in adult users on the free tier
- Users subscribed to ChatGPT Go, OpenAI’s affordable $8/month plan
- Pro, Business, and Enterprise subscriptions will remain ad-free
- No ads for users under 18
Why this matters to us. Placing ads in ChatGPT introduces a new, high-intent opportunity where people are actively asking questions and making decisions. Unlike traditional search or social ads, these are right within relevant discussions, offering context-rich exposure with explicit user controls. If this scales successfully, it could become a new powerful channel for performance and discovery, perfect for brands targeting intent-driven, educational, or consideration-stage marketing.

The bigger picture. OpenAI expresses that introducing ads is part of a larger strategy to make powerful AI more accessible to the masses. ChatGPT Go, launched in 171 countries last year, is now available in the U.S., bringing expanded features like image generation and memory at a more affordable rate. These ads are intended to help reduce usage limits for free users and stabilize costs.

What stays unchanged. OpenAI assures us that these ads will not influence ChatGPT’s responses and that our conversation data will remain private and won’t be sold to advertisers. Also, ads won’t be placed near sensitive topics such as politics, health, or mental health.

OpenAI’s advertising principles. Their approach is driven by alignment with their mission, maintaining answer independence, ensuring conversation privacy, and providing user control. I’ll have the ability to see why I’m shown a particular ad, dismiss it, turn off personalization, or clear any ad-related data whenever I choose.

The overall perspective. With infrastructure commitments exceeding $1.4 trillion and a $20 billion annualized revenue run rate reported, OpenAI faces the challenge of discovering scalable revenue streams. Advertising, a financial powerhouse for giants like Google and Meta, might just be the answer to cover these costs while expanding AI accessibility.

Looking deeper. CEO Sam Altman has previously mentioned that introducing ads could potentially erode trust. However, OpenAI is framing this test as cautious and user-centric, emphasizing that it won’t prioritize time spent or revenue over user experience.

What’s on the horizon. While ads aren’t live yet, testing is set to begin soon. OpenAI plans to refine the advertising experience based on user feedback as they experiment with monetizing their flagship ChatGPT product.

Inspired by this post on Search Engine Land.
January 16, 2026
Unlocking Success: A/B Testing for Google Shopping Ads

I recently learned that Google Ads is running a fascinating experiment, allowing select advertisers to A/B test different product titles and images in Shopping Ads. This feature, known as “product data experiments,” provides insightful results within three to four weeks.

Who gets it? At the moment, only a small group of merchants have access to this test, according to Google Ads Liaison Ginny Marvin. However, it seems broader availability is on the horizon.

Why we care. The impact of product titles and images on Shopping ad performance is significant. Yet, traditionally, advertisers face challenges in testing changes without affecting live results. This new feature promises a much-needed opportunity for experimentation within product feeds.

What it does. By comparing variations of product titles and images, advertisers can identify which combinations lead to higher sales, all without committing changes to their entire feed.

Context. Previously teased at Google Marketing Live, this feature builds on earlier tests allowing A/B experiments in some Performance Max campaigns, suggesting a larger trend towards increased experimentation across automated formats.

Big picture. With Google Ads increasingly embracing automation, tools for controlled testing like this become essential. They give advertisers the insight needed to understand performance drivers, particularly in Shopping and feed-based campaigns.

Credit. I discovered this news through a screenshot shared by Duane Brown, the founder of Take Some Risks, on LinkedIn.

What to watch. Should this feature be widely rolled out, product data experiments could become a key optimization tool for Shopping Ads and fulfill a long-standing request from advertisers focused on feed performance.

Inspired by this post on Search Engine Land.

January 16, 2026
Unlock Easy Access to Manual CPC in Google Ads Campaigns
I’ve discovered that Google Ads has made it much simpler for us to access Manual CPC during campaign setups. Before this change, I had to go out of my way to select ‘a bid strategy directly (not recommended).’ Now, I can easily find ‘Manually set bids’ right under the Conversions goal. It’s a small but significant improvement in the user experience.

The change:
- Manual CPC is now integrated directly into Google’s primary bidding flow.
- I no longer have to bypass Google’s recommended strategies to find it.
- This update is readily visible within the campaign bidding settings across the user interface.
Why it matters to me. Manual CPC has always been my go-to bidding strategy when I want hands-on control over my campaigns. Google’s previous setup often nudged me towards automated bidding, but with this update, I face less friction when opting for manual control.

The bigger picture. Despite Google’s push towards Smart Bidding, this change shows that manual bidding remains important, particularly for experienced advertisers like myself, or in niche campaigns where full automation may not be suitable.

Thanks go to: This update was shared by Hana Kobzová, founder of PPC News Feed.

Inspired by this post on Search Engine Land.
January 16, 2026
Mastering AI Video Ads: Top Strategies for PPC Success

As I delve into the world of digital advertising, I realize that AI is more than just a buzzword; it’s a fundamental component of our strategies in 2026. Especially with video ads, where visuals speak louder and clearer than text, leveraging AI has become crucial not just for creating content but for innovating how we connect with audiences.

The power of video in advertising is undeniable as it allows consumers to process information rapidly. With the drop in creative costs, using video is more viable and impactful than ever. The real question I find myself asking is not if PPC teams should use AI, but how to optimize its usage to maximize results and ensure our content remains compelling and governed well, safeguarding against pitfalls like hallucinations that might disrupt performance.

Why has AI adoption in PPC alone become insufficient to enhance performance? Nearly 90% of marketers now integrate AI for creating or modifying video ads—a testament to its widespread use, though it does not guarantee success. Being successful in this domain now hinges more on our ability to feed AI the right creative inputs, data signals, and monitoring practices instead of relying on outdated manual bidding strategies.

Here are five AI-backed strategies that I believe are key to enhancing video PPC campaigns effectively:

1. Embrace Modular Asset Libraries Over Perfection

Historically, we have approached video production with a mindset tailored for TV-style advertising. However, in this new age of Performance Max, providing a rich library of modular assets allows AI to dynamically craft video experiences, tailored to user behavior, device, and intent. Flexibility in creative elements does not hinder, but rather enhances, performance by offering multiple hooks, bodies, and CTAs that AI can creatively assemble.

2. Move Beyond Keywords to Intent Orchestration

In today’s AI-driven ad environment, keywords are more about nuances rather than triggers, aimed at helping systems understand audience themes. Rather than allowing AI to optimize within broad, unguided targets that may reduce quality, it’s imperative to guide it toward understanding and targeting true intent, using negative keywords and first-party data to inform its decisions.

3. Optimize With Value-Centric Data

One common pitfall we face is feeding generic or low-value conversion signals to AI systems, which misdirects efforts toward less fruitful outcomes. By aligning AI optimization strategies with value-based conversions through enhanced and offline data imports, we can refine how AI perceives and prioritizes user actions, ensuring a focus on quality over mere quantity.

4. Opt for Lift Measurement Over Last-Click Attribution

In assessing the impact of AI-driven video formats like YouTube Shorts, adopting advanced attribution models becomes crucial since traditional models fall short. By employing media mix modeling or simple tests that monitor consistency in spend and revenue growth, we can better understand and demonstrate the true value ads deliver across channels.

5. Cater to Silent Viewers

Many viewers start by watching videos on mute, especially during initial discovery phases. Therefore, ensuring that visual elements of a video are clear and engaging without the necessity of sound can effectively maintain audience interest and ensure message retention from the first visual frame onward.

Shaping the Future of PPC

The role of the PPC manager resembles that of an architect, structuring the framework in which AI operates. The emphasis has shifted from direct control to strategic input planning and data management, allowing for scalable and efficient AI-guided campaigns that propel brands toward success.

Inspired by this post on Search Engine Land.

January 16, 2026
Streamline Your Google Ads: Account-Level Exclusions Unveiled
Recently, I discovered an exciting update from Google Ads that could really simplify how I manage my campaigns. They’ve introduced account-level placement exclusions, making it possible to block unwanted inventory from a single, centralized location.

What’s new? Now, I can apply one exclusion list at the account level. This efficiency extends across Performance Max, Demand Gen, YouTube, and Display campaigns. Before this, blocking had to be done at each ad group or campaign level separately.

How does it work? Once I’ve excluded certain placements at the account level, Google Ads ensures that spending is prevented on those websites, apps, or YouTube placements across all eligible campaigns.

Why is this important? Previously, placement control was a fragmented and tedious process prone to errors, especially for large accounts. With this update, brand safety is now more straightforward and efficient on a larger scale.

The big picture. As Google shifts towards more automation-heavy formats like Performance Max, this change answers the demand from advertisers for stronger, more streamlined control measures without disrupting automation advantages.

Between the lines. This update allows me to:
- Reduce exposure to low-quality or irrelevant inventory
- Enforce brand-safety standards consistently
- Save time managing exclusions across complex accounts
What to watch. I need to review and carefully consolidate existing exclusion lists, as applying a single account-level block too broadly might unintentionally limit my reach.

First seen. This savvy update was first highlighted by Google Ads Campaigns Specialist Aleksejus Podpruginas on LinkedIn.

Bottom line. Google’s updates make controlling ad placements easier, tweaking the interface just enough to significantly enhance efficiency and maintain brand safety.

Inspired by this post on Search Engine Land.
January 15, 2026
Maximize Your Ad Spend: Google’s New Total Campaign Budgets

I recently discovered an exciting update from Google that’s set to revolutionize how we manage our ad spends. By allowing us to set a total campaign budget over specified days or weeks, Google now takes charge, optimizing spending without the need for constant tweaks on my part. This ensures my campaigns stay on track effortlessly.

With this new functionality, I can allocate a total budget for a campaign over a given timeframe, allowing Google to automatically optimize spending so that the budget is fully utilized by the campaign’s conclusion. Previously exclusive to Performance Max, this feature is now available for Search and Shopping campaigns as well, making daily budget adjustments a thing of the past.

Why I care. Handling budgets for short-term projects like product launches or sales can be quite a challenge. Historically, I’ve had to constantly tweak budgets to avoid exceeding them or not using enough. With Google’s new total campaign budgets, currently in open beta, this hassle is significantly reduced.

The bigger picture. This update empowers me to run campaigns with confidence, without the worry of overspending. Whether I’m running a short test over a few days or a promotional push over a month, the campaign total budget feature shifts my focus from budgeting to strategy.

Real-world impact. A great example is UK beauty retailer Escentual.com, which utilized this feature during promotions. They experienced a notable 16% increase in website traffic while staying within budget without negatively affecting ROAS. As Tom Jenkins, Insights Manager, aptly put it: “The campaign total budget feature helped us hit our traffic goals while staying on budget.”

Looking ahead. This feature simplifies campaign management, granting me more time to concentrate on achieving better results. For an in-depth look, check out this blog post discussing the feature.

Inspired by this post on Search Engine Land.

January 15, 2026
Unlock Advanced Ad Targeting on YouTube: Reach Your Ideal Audience
I’ve noticed that YouTube has recently upgraded its Promotions tool, offering creators like us a smarter way to reach our audience. Now, we can target viewers based on their interests rather than just simple demographics like age, gender, or location. This change is making things more personal and effective!

What’s new: With the latest update, we can target specific interest categories, such as Food & Dining. These categories are crafted from aggregated, anonymized data, giving us insights based on viewing habits and search behaviors.

For example, if someone frequently searches for recipes and enjoys watching cooking videos, YouTube may place them within a food-related interest segment, allowing us to tailor our promotions more precisely.

How it works: YouTube uses patterns it detects across Google services to infer viewers’ interests, applying these insights on a broad scale while keeping individual data private.

Why this matters: As creators investing in promotional videos, we can now target audiences based on their true interests, making our ads more effective and as viable as traditional Google Ads.

The big picture: Historically, YouTube’s promotion tools have felt somewhat blunt, relying heavily on demographics. This new interest-based approach aligns with a full-funnel advertising strategy, making paid promotions notably appealing for:
- Growing channels looking to build a dedicated audience
- Established creators experimenting with new content formats
- Brands working with creators to widen their reach
What’s next:
- Currently, this feature is only available on desktop
- We can expect a mobile rollout in the near future
First seen: This upgrade was first discovered by Google Ads Specialist Georgi Zayakov, who shared the news on LinkedIn.

Bottom line: YouTube is equipping us with better tools to connect with the right viewers. Instead of just increasing viewer numbers, we’re now closer than ever to narrowing the gap between creator marketing and traditional digital advertising.

Inspired by this post on Search Engine Land.
January 15, 2026
Microsoft Enhances PMax with New Goals and Insights

As an advertiser, I’ve recently noticed that Microsoft Advertising is kicking off 2026 with a fresh batch of updates tailored for search-centric marketers. These updates offer me better control, clearer insights, and more streamlined campaign management across their platform.

Driving the news. In their latest product update, Microsoft has rolled out enhanced Performance Max features, broadened audience targeting options, improved Google import processes, and automated more creative aspects of search ads.

The big picture. Performance Max remains at the heart of these changes. There’s a new customer acquisition goal available in open beta that lets me prioritize new customers or exclusively target them in PMax campaigns geared towards purchase goals. Additionally, I can allocate higher conversion values to new customers, which aids the system in optimizing for long-term growth over short-term revenue.

Alongside these goals, Microsoft has also expanded transparency and controls within PMax. They now offer share of voice metrics, including impression share and losses due to budget or rank, giving me a better understanding of competitiveness in Search and Shopping placements. Plus, asset group-level URL options and tracking templates allow for more granular measurement without needing to reorganize campaigns.

What’s changing under the hood. The process for importing from Google has become more seamless. PMax campaigns now support up to 50 search themes, and asset group imports have become more flexible, meaning that non-eligible images or auto-generated logos won’t block the rest of the asset group from being imported.

Beyond PMax, I’m excited that Content Targeting for Audience ads is now generally available. I can target specific Microsoft-owned placements like MSN and Outlook, or align ads with content categories such as Finance or Travel. A new reporting view also shows where ads actually appear, aiding in refining contextual strategies.

Why we care. These updates furnish me with greater command over how automation propels growth, especially in acquiring new customers. New customer acquisition goals and additional visibility in Performance Max make optimizing for long-term value easier rather than focusing solely on immediate conversions. With smoother imports and smarter creative automation, these advancements allow advertisers like me to enhance performance without giving up visibility or control.

On creative automation. Autogenerated assets are now being rolled out as a default setting for newly created Responsive Search Ads worldwide, excluding China and South Korea. Microsoft reports that advertisers using these assets witness around a 5% increase in CTR, as the system dynamically generates and tests more headlines and descriptions based on website content. Sensitive verticals remain opt-in only, leaving existing RSAs unaffected.

The bottom line. Microsoft Advertising’s January updates aim to make automation more user-friendly, quantifiable, and advertiser-friendly, particularly for those of us managing Performance Max across multiple platforms.

Inspired by this post on Search Engine Land.

January 15, 2026
Uncovering Hidden Google Ads Settings That Could Alter Your Branding

I recently stumbled upon a not-so-obvious setting in Google Ads that might allow Google to insert unapproved images into location-based ads. This could be a headache for maintaining consistent brand visuals.

Here’s what’s happening: In the Shared Library under the Location Manager, there’s a setting called “Google Owned Location Data.” If active, Google can use imagery from its database, adding them to ads linked to your business locations without your direct approval.

Why it matters: While Google might promote this feature as a means to enhance performance, it risks introducing unwanted creative elements that haven’t been vetted—posing a challenge for advertisers who prioritize strict brand standards.

The broader context: Google Ads is increasingly automating creative aspects, extending its control beyond bid and targeting strategies. This change moves decision-making about visuals significantly into Google’s hands, particularly for those utilizing location extensions.

Implications: For brands with stringent creative rules, industries subject to regulation, or franchise operations, such settings can lead to mismatches or compliance issues, often without any warning.

Action steps: If you’re concerned about maintaining creative oversight, I recommend auditing the settings in the Location Manager within the Shared Library to see if “Google Owned Location Data” is enabled.

Discovery: Paid Media Analyst Conor Crummey first noticed this update and shared his findings on LinkedIn.

In summary: This is a subtle yet significant update from Google Ads for those who value controlling their creative output. Take the time to check your settings before unapproved content makes an unwelcome appearance in your ad campaigns.

Inspired by this post on Search Engine Land.

January 14, 2026

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