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.
I witnessed Google take a major step by pulling back its antitrust complaint against Microsoft following a new EU investigation into cloud licensing practices. This decision marks a pivotal moment in the ongoing tug-of-war between tech giants.
Driving the news. Just as the European Commission initiated fresh inquiries into whether Microsoft’s Azure and Amazon Web Services are compliant with the Digital Markets Act (DMA), Google decided to let go of its 2024 complaint. This complaint was primarily focused on what Google considered Microsoft’s unfair cloud licensing strategies. Nevertheless, Google assures us that pulling back doesn’t equate to giving up.
What they’re saying. Giorgia Abeltino, who leads public policy at Google Cloud Europe, emphasized, “We filed our antitrust complaint…to give voice to our customers and partners.” She reaffirmed Google’s commitment to the concerns initially raised.
Why we care. The EU’s deep dive into Microsoft’s cloud operations might just revolutionize the infrastructure supporting various ad-tech tools, measurement systems, and AI workflows. Should regulators enforce changes to Microsoft’s Azure, we may see a more competitive landscape emerging, benefiting us with cost reductions and improved tool interoperability.
Simply put, competition within the cloud domain influences the speed, affordability, and dependability of the tools advertisers depend on daily.
The backdrop:
I observed that Google accused Microsoft of using restrictive software licensing to make other cloud services less appealing.
This complaint followed closely after Microsoft resolved a related dispute with the cloud advocacy group CISPE.
It’s worth noting that other Microsoft and Amazon sectors, such as Windows and Amazon’s marketplace, are already under the ambit of the DMA.
State of play. While the EU remains vigilant in monitoring cloud competition, Microsoft has opted not to comment on these developments.
Bottom line.Google’s decision to withdraw isn’t a retreat but rather a shift of focus as the regulatory battleground opens new fronts with EU scrutiny on Microsoft and AWS drawing sharper lines with tougher regulations soon on the horizon.
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:
Today, on one of the most significant shopping days of the year, Shopify has been hit by a major login outage. This unexpected issue has left many of us merchants locked out of our stores, unable to access our dashboards, POS systems, mobile apps, or even reach Shopify Support.
What’s happening. Reviewing Shopify’s status page, I noticed a series of alerts starting at 14:54 UTC, indicating potential login issues for merchants. Minutes following the initial alerts, it was confirmed that the outage impacts POS, mobile logins, and support access.
By 15:26 UTC, Shopify advised us to remain logged in on any currently active devices to avoid further issues, which has been an essential tip for many as we navigate this situation.
Why we care. A login outage on a critical sales day, such as during the Cyber Week spillover or December promotions, is a nightmare for any retailer. It can halt operations, block order fulfillment, delay in-store checkouts, disrupt customer service, and lead to significant revenue losses in just minutes. It’s a stark reminder of how reliant we are on these systems for smooth business operations.
What’s next. According to Shopify’s status updates, their team is actively investigating the issue, though they haven’t provided an estimated time for resolution. Many of us are anxiously refreshing the status page, hoping for updates as our sales windows narrow.
I’m excited to share insights from the rigorous testing of Google Ads’ new AI tool, Nano Banana Pro. This innovative tool is creating quite a buzz with its ability to swiftly generate seasonal, mood, and lighting variations for visual assets, making it perfect for brainstorming and quick asset production.
Incorporating conversational image generation and editing, Nano Banana Pro easily integrates directly into campaigns. This tool empowers advertisers to create visuals that are seasonally, mood-oriented, and material-specific without needing an extensive photoshoot. This functionality aligns with Google’s larger strategy, alongside its AI writing tool, Opal, to speed up content creation across Performance Max, Display, and other automated campaigns.
Driving the news. This extensive testing was spearheaded by Ameet Khabra, founder of Hop Skip Media, who evaluated the tool’s performance across industries such as mattresses, HVAC, and real estate. Her findings reveal that while Nano Banana Pro delivers impressive visuals in certain aspects, advertisers should be aware of its limitations before relying on it exclusively.
The good:
Accurate seasonal transformations and lighting adjustments.
Material and finish edits, especially for items like kitchen cabinets and furniture, maintain texture and perspective.
Reliable guidance for adding larger objects and achieving correct placement in general marketing contexts.
Able to refine prompts, offering richer instructions.
The bad:
Brand constraints limit the use of logos, branded products, and detailed text overlays.
Persisting issues with demographic bias and object placement errors.
Combining unrelated images or zooming out can sometimes result in unrealistic outputs.
The weird:
Mixing seasons or literal misinterpretations of prompts like “luxury” or “masculine” can occur.
Strong holiday-themed additions may overshadow subtle messaging.
Bottom line for advertisers. Ameet Khabra suggests that Nano Banana Pro is most effective for ideation, seasonal changes, or asset-heavy campaigns such as Performance Max or Display. It’s not yet ready to replace professional creatives in high-stakes or brand-sensitive campaigns. Advertisers should continue to conduct tests in isolated asset groups and rely on human reviews.
Why advertisers should care. Quickening the pace of creative production can alleviate campaign bottlenecks and boost testing volumes—but caution is necessary to avoid off-brand visuals, poor click-through rates, and misaligned automation signals. When used judiciously, Nano Banana Pro can be a valuable tool for creativity; if used indiscriminately, it might lead to subpar imagery.
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.
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.
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:
Search Campaigns (can be keyword-based or keywordless via AI Max)
Shopping Campaigns (keywordless)
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.
I’m excited to extend an invitation to join our 2026 contributor team! At Search Engine Land, we’re seeking knowledgeable voices in SEO, PPC, AI, and analytics to share valuable insights with millions of marketing professionals around the globe.
Being part of Search Engine Land is a unique opportunity. For over two decades, our publication has been a trusted resource for search marketing information, reaching more than 1 million professionals each month. I’m thrilled to share that we’re once again expanding, and we want to amplify our coverage with diverse and reliable perspectives—be it from someone with five years of experience or someone who remembers the Google Florida update like it was yesterday.
We’re looking for contributors with at least five years of hands-on experience who can offer practical insights and thought leadership on the latest trends in:
SEO
Generative AI (GEO, AI SEO, etc.)
PPC (paid search, paid social, display, video)
Data and analytics
While this contributor role is on a volunteer basis, the benefits are significant. You’ll have the chance to:
Establish yourself as a subject matter expert in your field.
Enhance your professional visibility.
Expand your network and reputation.
Enrich your LinkedIn profile or resume with this prestigious experience.
Propel your career forward.
If you’re interested, I encourage you to fill out this form to apply. If selected, you’ll hear from us directly via email. Don’t miss this opportunity to make your mark.
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.
