Tag: PPC

Unlocking Automation: How OpenAI’s New Tools Revolutionize AI Agents

I always knew that automation was transforming PPC, but recently, I’ve seen how OpenAI’s groundbreaking tools are taking this transformation to new heights.

Automation has shaped PPC for decades, with the landscape constantly evolving. My journey started with developing the first AdWords Editor and writing about automation layering. Now, we’re seeing a new era unfold.

The way AI processes information is shifting. This change isn’t driven by traditional platforms like Google, but by pioneers like OpenAI.

AI was mostly known for handling tasks related to human language—copywriting, summarizing, reporting. But now, LLMs are delving into computer language, creating the software that boosts our efficiency.

At OpenAI’s DevDay in San Francisco, I witnessed the introduction of AgentKit, a tool that brings AI into action-handling territory. This marks a shift where PPC optimization techniques can transcend campaigns, integrating into comprehensive workflows.

Imagine if AI could manage your routine tasks, from adding client reports to your dashboard before you even access your emails, to scheduling meetings, drafting agendas, and ensuring adherence to brand guidelines while drafting ad copy.

These advancements are within reach, without the need for technical expertise.

Mainly, if you can break down tasks into actionable steps, you can set up an agent to execute them.

Dig deeper: 4 ways to connect your ads data to generative AI for smarter PPC

An AI agent is not just an algorithm; it’s a versatile aide equipped to deduce necessary actions and execute them through connected tools.

Unlike traditional, rigid software with deterministic steps, agents offer flexibility and adapt to scenarios without requiring exhaustive pre-programming.

This evolution in automated assistance is something I had glimpsed in early iterations—now, a more sophisticated agent can execute real-world tasks formulated in the virtual sandbox of GPT innovations.

Dig deeper: AI agents in PPC: What to know and build today

The appeal of OpenAI’s AgentKit lies in its ability to transform lengthy coding sessions into quick, non-technical builds, akin to “Zapier for AI.”

Unlike traditional software, AgentKit leverages AI’s reasoning instead of fixed rules, making it an innovative tool for marketers like me aiming to automate tasks efficiently.

AgentKit provides a visual workflow built around familiar tools like Gmail and Dropbox, ensuring seamless integrations and ease of use.

Dig deeper: How to get smarter with AI in PPC

Inspired by this post on Search Engine Land.

November 19, 2025
Unlock True Conversion Insights with Google Ads’ New Metric
I’ve discovered something exciting in the realm of Google Ads—a new metric called “Original Conversion Value.” It’s quietly revolutionizing how advertisers, like myself, can gauge the real, unaltered revenue our campaigns produce.

Imagine seeing a new column, “Original Conversion Value,” in your Google Ads dashboard. This update gives us the chance to finally assess the true, unadjusted value of our conversions, cutting through all the noise.

How it works. Google’s approach is refreshingly straightforward:
```
Conversion Value
– Rule Adjustments (value rules)
– Lifecycle Goal Adjustments (e.g., NCA bonuses)
= Original Conversion Value
```
Why we care. For years, I’ve struggled alongside fellow marketers to extract genuine conversion values from the maze of Google’s adjustments—from Conversion Value Rules to Lifecycle Goals like New Customer Acquisition. This new metric simplifies the task of diagnosing performance, comparing data across campaigns, and identifying when automated bidding is inflating value rather than actual conversions.

In essence, it provides clearer insights, a more precise ROAS, and greater confidence in decision-making.

Between the lines:
- Value adjustments assist in navigating Smart Bidding.
- However, they can inflate figures, complicating reports and performance assessments.
- Many agencies and in-house teams have long requested a purer perspective from Google.
What’s next. I anticipate “Original Conversion Value” will quickly become invaluable for:
- Revenue reporting
- Post-campaign analysis
- Diagnosing inflated ROAS
- Auditing automated bidding strategies
First seen. The innovative update was first noticed by Google Ads Specialist Thomas Eccel, who shared his find on LinkedIn.

The bottom line. This update, albeit small, brings significant clarity. Google Ads is, at last, offering us a more transparent lens into the actual value our advertisements bring.

Inspired by this post on Search Engine Land.
November 18, 2025
Revolutionize Your Google Ads with Journey Aware Bidding

I’ve recently come across an exciting development from Google that could change the way we approach Google Ads. It’s called Journey Aware Bidding, and it’s designed to optimize Search campaigns by utilizing signals from every step of the customer journey. This aims to provide a smarter and more efficient way of managing campaigns.

Google has rolled out this new Search bidding model to enhance prediction accuracy and improve campaign performance. The idea is to consider the entire customer journey, not just the final conversion point.

How it works: Journey Aware Bidding learns not only from your primary conversion goal but also from non-biddable journey stages. If you’re someone who tracks and defines each step of your purchase funnel meticulously, this model could be particularly beneficial.

Google advises mapping out the entire process—from lead submission to final purchase—and labeling all critical touchpoints as conversions within standard goals. This method promises to integrate more of the conversion funnel into Google’s prediction models, potentially streamlining lengthy, complex journeys such as lead generation.

Why it matters: As someone who’s worked extensively with fragmented signals in conversion funnels, I’m intrigued by how Journey Aware Bidding could bring greater efficiency to our campaigns. It emphasizes learning from all key touchpoints, leading to smarter bidding strategies.

What you should know: To get the most out of this feature, align your optimizations to a single KPI-driven stage, such as purchases or qualified leads. While other journey stages should be marked as primary conversions, they should be excluded from campaign-level or account-default bidding optimization.

Ensure that all tracking and categorization are accurate to achieve the best results.

Pilot phase: Google is launching a closed pilot this year for select advertisers, with plans to expand after refining the model. This could be a game-changer in how we approach Search optimization.

The bottom line: If you’re ready to rethink how you optimize your campaigns, Journey Aware Bidding might be the innovative approach you’ve been waiting for. By understanding not just what converts, but how users get there, we could see significant improvements.

First seen: Senior Consultant Georgi Zayakov shared insights about this new bidding model on LinkedIn during Think Week 2025, alongside other intriguing products.

Inspired by this post on Search Engine Land.

November 17, 2025
Google’s Strategic Ad-Tech Changes to Satisfy EU Demands

In an effort to appease European regulators, I’ve noticed that Google is proposing some interesting ad-tech fixes. These changes aim to avoid the disruption of a breakup while reshaping how advertisers operate across Europe’s digital landscape.

Recently, I learned that Google has submitted a compliance plan to the European Commission. This plan outlines changes to its ad-tech operations but firmly rejects the idea of breaking up its operations.

How it Works:

First, Google is offering product-level changes. Notably, it will allow publishers to set different minimum prices for various bidders in Google Ad Manager.

It’s also proposing to enhance interoperability between Google’s tools and those of its competitors, offering publishers and advertisers greater flexibility.

Google believes these adjustments will address the concerns of the European Commission without causing a disruptive breakup.

Why We Care

As I see it, Google’s “non-disruptive” strategies can help maintain platform stability by avoiding the chaos of a forced breakup. These measures might also influence auction dynamics, pricing transparency, and access to competitive tools, impacting how advertisers control costs and make choices within Europe’s ad ecosystem.

Between the Lines

Google is focusing on technical fixes rather than a major overhaul. However, critics are questioning if without deeper reform, the power dynamics in ad tech will truly change.

The Bottom Line

Google is trying to strike a compromise by addressing the EU’s antitrust concerns while preserving its integrated ad-tech business. It’s now up to regulators to decide if these changes are sufficient or if a breakup should be pursued.

Dig Deeper. EU fines Google $3.5 billion over anti-competitive ad-tech business

Inspired by this post on Search Engine Land.

November 17, 2025
Boost Video Ads with Microsoft’s AI Image Animation

Imagine turning stationary images into engaging videos almost instantly. That’s precisely what Microsoft Advertising’s new Copilot-powered Image Animation feature allows us to do. It’s a game-changer for those of us seeking quick and affordable video content.

Using this innovative tool, I can effortlessly transform static visuals into compelling video formats that stop users in their tracks as they scroll. It extends the life of successful image creatives by repurposing them as videos across Microsoft’s extensive global publisher network.

A neat part of this feature is its availability. Currently, it’s in a global pilot, except for mainland China, and it’s easily accessible through the Ads Studio’s video templates. This means we have more ways to leverage our creative assets effectively.

Why does this matter so much to us as advertisers? Well, video consistently captures digital audiences, with many people watching over four hours of it daily. As video becomes a critical component of marketing campaigns, the ability to scale video production without additional resources is invaluable.

This update breaks down traditional production barriers, enhancing the value of our top-performing images, and broadens inventory opportunities across Microsoft’s premium video network.

For many of us, the true hurdle to entering the video space isn’t about figuring out the right strategy—it’s about production capabilities. Microsoft’s Copilot acts as a multiplier for creativity, enabling us to enhance our image-centric campaigns with AI-generated motion.

Ultimately, with its AI advancements, Microsoft Advertising bridges the gap between static images and growing video demand. This helps us as advertisers remain competitive as the appetite for video content continues to grow.

Inspired by this post on Search Engine Land.

November 17, 2025
Google Expands PMax Campaign Budgets Globally for Better Control
I’m excited to share with you that Google is taking a big step forward by implementing total campaign budgets for Performance Max (PMax) campaigns globally. This change allows us as advertisers to manage our campaigns with greater precision, eliminating the complicated math of daily budgets.

Google’s long-awaited total campaign budget option is finally making its way into Performance Max campaigns outside of the U.S., potentially marking the start of a global rollout. This is great news for those of us who have been hoping for a more streamlined budgeting process.

What’s Happening:
- With the introduction of the total budget option, it now sits alongside the classic average daily budget within PMax.
- Google had previously announced plans to extend this feature to Search, Shopping, and PMax, and this rollout indicates that this expansion is progressing.
- In the field, marketers, including those noted by Thomas Eccel and shared by Mohamed Hamed (Turki), are already experiencing it live.
Why We Care. Over the years, advertisers like us have been forced to manually calculate average daily budgets from fixed totals, especially cumbersome for short-term, flighted campaigns. Fortunately, this new feature saves us from that meticulous task, providing better pacing control over ad spending without depending on daily averages.

Between the Lines. This is a significant quality-of-life improvement for performance marketers handling flights, bursts, or fixed-end-date campaigns, where overspend risks were previously significant.

The Bottom Line. At last, Google offers advertisers a budget model in tune with real-world campaign strategies, and those of us managing flight-based PPC campaigns may find this enhancement particularly impactful.

Inspired by this post on Search Engine Land.
November 14, 2025
YouTube’s Innovative Cost Adjustments Ease Ad Campaign Risks
Recently, I discovered that YouTube is experimenting with a beta feature designed to lower the costs of Demand Gen Target CPA (tCPA) campaigns that aren’t performing as expected. This new approach aims to maintain a tighter grip on CPAs during the often unpredictable learning phase, offering us advertisers a form of financial relief when early results aren’t as impressive as predicted.

Why this matters to me. This update provides me with a financial safety net at the start of YouTube campaigns, which is typically the most uncertain period where conversion predictions fluctuate dramatically. It’s quite refreshing to see Google taking a step to refund part of the ad spend voluntarily as a way to meet performance targets.

How it works from what I understand:
- The system keeps an eye on new Demand Gen tCPA campaigns during their initial learning stages.
- If conversions are not hitting Google’s forecast, it may recalibrate costs retroactively to align CPAs with my target goals.
- The adjustment kicks in within five days of launching a campaign and may last up to three weeks.
- There won’t be separate credits or line items; instead, I’ll notice the final reported cost has been subtly adjusted.
What this means for me as an advertiser. Google seems to be making an effort to reduce performance volatility in the beginning, allowing their algorithms more leeway to learn while minimizing my financial risk.

What I should watch out for. The eligibility for this feature largely depends on the quality of my account, how well tracking is maintained, and consistently following best practices. Even then, adjustments aren’t guaranteed and could only be applicable to certain days or specific campaigns.

The takeaway? For me, YouTube’s performance-based cost adjustment marks a small yet meaningful shift: Google is showing a willingness to share risk during the crucial learning period, making it smoother for us performance-focused advertisers to start our Demand Gen campaigns.

Inspired by this post on Search Engine Land.
November 14, 2025
Exploring Google’s Promising yet Imperfect AI Ads Advisor
Having spent 24 hours experimenting with Google’s innovative “Ads Advisor,” I was eager to uncover its potential. This AI assistant, designed to optimize advertising campaigns, left me with a sense of cautious optimism.
Why it matters to me. Google is diving deeper into autonomous AI systems that work on our behalf. My firsthand experience offers a glimpse into the real-world functionality of Ads Advisor, moving beyond Google’s promotional promises.
As these AI tools become integral to campaign management, understanding their accuracy and limitations is vital. It’s crucial for us advertisers to discern which tasks are safe to delegate to AI, and where human intervention remains non-negotiable to safeguard performance and budgets.
What I liked:
- No Google bias: Impressively, the AI consults the broader web before responding, even suggesting to bypass default Google settings like unchecking “Display Network” and “Search Partners” for a fresh Search campaign.
- Comprehensive perspective: Beyond Google Ads, it advises on enhancing product titles for Shopping campaigns, though some recommendations lacked precision in execution.
Areas of concern:
- Outdated insights: The AI occasionally bungled performance diagnostics and referred to obsolete interfaces like “Tools & Settings > Conversions.”
- Limited autonomy: Despite its promising name, the Ads Advisor stops short of implementing changes. It offers guidance, which at times, falls short.
The final verdict. I liken the Ads Advisor to “an enthusiastic intern who just nabbed their Google Ads certification — sometimes hitting the mark but often missing.” While I see its future promise, I urge small business owners to be wary of accepting its counsel uncritically.
Moving forward: My journey with the Ads Advisor continues, as I plan to share in-depth evaluations in an upcoming YouTube video. Stay tuned for more insights.

Inspired by this post on Search Engine Land.
November 13, 2025
Google Ads Enhances Accuracy with AI: 99% Appeal Success
I recently discovered that Google Ads has significantly improved its accuracy in handling advertiser account suspensions, thanks to the integration of Gemini AI. This fascinating technology has reduced incorrect suspensions by over 80%, and now 99% of appeals are resolved within just 24 hours.
For many of us who rely on Google Ads to connect with our audience and drive revenue, the frustration of mistaken account suspensions has been a major concern. It’s reassuring to see such a substantial reduction in errors.
By the numbers:
- Incorrect account suspensions are down over 80%.
- Suspension appeals are being processed 70% faster.
- 99% of appeals are resolved within 24 hours.
Why this matters to us. We depend heavily on uninterrupted access to Google Ads to reach our customers and keep our businesses thriving. Erroneous suspensions can seriously disrupt our campaigns and overall operations, particularly for smaller advertisers like myself.
How did Google achieve this?
- They clarified policy language to make compliance straightforward.
- They enhanced detection systems using Google’s Gemini AI to minimize false positives.
- They improved internal review and appeals processes to expedite the reinstatement of legitimate advertisers.
The bigger picture. Google Ads manages millions of accounts worldwide and constantly contends with threats from scammers and policy violators. Successfully balancing stringent enforcement with fairness remains a top priority—a goal Google is closer to achieving with these AI enhancements.
Want to learn more? Check out the Statement from Google Ads Liaison Ginny Marvin for an in-depth look.

Inspired by this post on Search Engine Land.
November 13, 2025
Google’s PMax Innovations: Integrating Twitter Videos in Ad Campaigns

When setting up my Performance Max (PMax) campaigns in Google Ads, I recently noticed something intriguing. Video assets from my Twitter (X) ad campaigns were popping up in the “Suggested” creatives section.
How it works:
The videos I found were seamlessly uploaded to a YouTube channel linked to my advertiser’s account.

A transparency message revealed the source of the data: “Videos from other ad platforms are sourced by third-party provider @Pathmatics (by Sensor Tower).”

Google prompts us to ensure we have the legal rights to use and distribute these videos through Google Ads.

What Google says: Google Ads Liaison, Ginny Marvin, has confirmed this feature is an experimental effort aimed at enabling advertisers like myself to easily incorporate our top-performing social video assets into Google Ads campaigns.

She clarified that this isn’t related to X (Twitter) ad inventory being made available on the Google Display Network.

Why we care. This experiment indicates Google Ads’ progress toward autonomously integrating assets across platforms. This could significantly decrease the time spent by reusing effective social campaign creatives. However, it does bring up concerns regarding data permissions, creative control, and transparency. These are aspects I’ll definitely be scrutinizing as automation in marketing deepens.
Between the lines:

This integration exemplifies Google’s increasing dependence on automation and partnerships to reduce creative barriers in PMax.

Involvement of Pathmatics points to the use of third-party intelligence in surfacing social ad assets, which raises new questions about data sourcing and control for advertisers like myself.
First seen. This update was first noticed by Performance Marketing Consultant Francesco Cifardi on LinkedIn.
The bottom line. Although this feature is still experimental, it showcases Google’s aspiration to make PMax not only automated but also highly asset-aware across various platforms.

Inspired by this post on Search Engine Land.

November 13, 2025