Tag: PPC

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
Simplify Video Ad Campaigns with Google’s Direct Uploads
I recently discovered a game-changing update from Google that’s bound to catch the attention of many advertisers. Google’s Performance Max now allows me to upload video files directly in the “Edit assets” panel, simplifying the campaign setup process significantly. What’s even better? I don’t need a YouTube channel or Shared Library for this.

Here’s the scoop. This handy feature pops up as an “Upload” tab in the Google Ads UI, making it super easy to add video assets during PMax campaign creation. Just a simple drag-and-drop, and I’m set to move on, especially helpful if I’m new to video advertising.

In the YouTube ad setup, I’ll find a clear, highlighted box prompting me to drop in my video file, smoothing out what used to be a more complicated process.

How does it work? These video files are stored in a Google-managed channel, not on my personal YouTube account. While they’re usable in ads, they don’t function like typical YouTube uploads, which might affect how I manage my content.

Why it matters to me. This update is a boon if I don’t have a YouTube presence or need a quick way to upload video assets. However, I should be mindful of the trade-offs: I’ll have no analytics, no remarketing capabilities, no metadata access, and crucially, I won’t own the assets long-term. It’s a convenient option for quick setups, but I must proceed with caution and ideally upload through a proper brand channel when possible.

Important limitations. Using this method imposes several restrictions:
- No YouTube Analytics
- No remarketing audiences
- No metadata editing
- No custom thumbnails
- No ability to appeal rejections or restrictions
- No brand-channel presence or asset ownership
How I found out. The first mention of this update came from Web Marketing Consultant Dario Zannoni, who shared it on LinkedIn. I appreciated his insights into how this could change my advertising approach.

The takeaway. This feature is a great shortcut if I’m in a hurry or don’t have a robust YouTube setup. Still, maintaining best practices by using my official brand channel ensures I preserve analytics, gather audience data, and retain creative control.

Inspired by this post on Search Engine Land.
November 24, 2025
Comparing Google & Microsoft: Unraveling Performance Max

In the ever-evolving world of AI-driven advertising, I’ve noticed that Performance Max campaigns have become absolutely crucial. Both Google and Microsoft offer these innovative opportunities, allowing advertisers to bring together creative assets, audience signals, and automation into a single seamless campaign type.

While Google and Microsoft share this foundational concept, they execute it uniquely. I am excited to offer an in-depth comparison of Google PMax and Microsoft PMax as they stood toward the end of 2025, hoping to shed light on the intricacies that could shape your 2026 advertising strategies.

What I found universally true across both platforms is the replacement of ad groups with asset groups. These groups encompass a blend of creatives, such as images and headlines, along with audience signals, but also carry an absence of any prioritization.

Significantly, PMax is built for automation. Both platforms request the use of Maximize Conversions or Maximize Conversion Value strategies, underlining the need for conversion tracking that can keep pace with no less than 30 conversions in a month.

Goal alignment is another crucial aspect. I realized that accurate reflection of business goals in your campaigns is imperative, for an artificially low ROAS target will likely backfire by yielding unexpectedly lower returns.

Search term visibility is an area where Google offers broader negative keyword support, unlike Microsoft who is still piloting this feature. However, Microsoft’s PMax creatives have been involved in AI placements longer, demonstrating proven results and thus indicating a stronger track record in this area.

Google’s PMax has evolved impressively, offering tools such as channel-level reporting and video asset support, which are particularly beneficial for visual marketing endeavors.

On the flip side, Microsoft’s edge, especially for B2B advertising, includes higher campaign limits, impression-based remarketing, and the integration of LinkedIn targeting signals, appealing for advertisers looking at high-quality lead generation.

Reflecting on both platforms, I believe PMax should be seen as a tool for incrementality rather than a replacement for proven search campaigns. The optimal approach involves leveraging both platforms’ strengths, whether it’s Google’s affinity for creative automation or Microsoft’s prowess in B2B targeting and remarketing.

Inspired by this post on Search Engine Land.

November 24, 2025
Boost Trust and Cut Costs with Enhanced Creator Content
Have you ever wondered how amplifying content from creators can actually save money and build trust with your audience? Well, I’ve seen firsthand how paid amplification not only cuts down media costs but also brings in new potential partners.

Brands, including mine, often invest in influencer and affiliate promotions. Yet, many of us stop short of giving the content the reach it deserves, believing the creator’s audience alone is sufficient. But there’s so much more we can do.

By using paid marketing, integrating it into my site, and sharing it across different channels, I’m not just promoting their work. I’m leveraging their brand recognition and strengthening my relationship with them.

It’s true, I may pay influencers an upfront fee, commission, or give them a product for their promotion. But that’s not where our relationship ends.

Amplification truly becomes an advantage here, unlocking more value from the creator relationships I’ve already established.

Why amplifying creator content pays off

Let’s dive into why amplifying creator content can be so beneficial.

Trusted validation

When someone trustworthy backs up my product, store, or company, I gain credibility, especially in competitive fields where trust isn’t always assured, like jewelry or insurance.

For example, picking a hotel near Disney or on a Caribbean island can be daunting with so many choices and mixed opinions. But if someone trusted chooses my brand, that might just sway the decision.

I can utilize this content in ads to reach new audiences or test it with email or SMS list subscribers who haven’t converted yet. The same strategy works for remarketing efforts too.

A third-party endorsement can make a significant difference, even when I sing my own praises.

Lower media costs

Certain influencers might be out of budget, but promising them that their ads will reach new, similar audiences might bring their costs down.

By allowing them to use their affiliate links in this amplified content, they can earn commissions, which shares the risk on both ends by reducing fees and incorporating commission-based rewards.

If the influencer earns more through commissions, they might drop their fees altogether and join as a regular affiliate, freeing up my budget for experimentation with new partners.

Alternatively, we could split the costs, covering part of their media fee while they earn the rest via commissions—opening new avenues to explore and test partners.

Dig deeper: The best affiliate networks by need and use case

More discoverable content

There’s magic in content that’s naturally shareable—be it for its humor, virality, or relevance. More people sharing amplified content can lead to wider discovery and referencing, with additional pathways directing traffic back to my site.

Public accounts mean search engines and tools like ChatGPT can index these links, boosting my visibility and traffic.

Affiliate recruitment

When reputable accounts start promoting a vendor, it’s an indicator of earning potential. By amplifying this content, I open up opportunities for others who resonate with those influencers to join as affiliates.

Some might reach out for collaborations, while others might dive into the affiliate world themselves.

Big names endorsing my brand builds trust, making newer partners feel assured that my program is credible.

We encourage our clients to pursue this approach as it effectively streamlines affiliate recruitment and activation, two of the most challenging aspects of the affiliate marketing sphere.

Starting ambassadors and influencers as affiliates ensures fairness. If collaborations prove lucrative, we can transition to hybrid models, minimizing risk while granting them entry.

Not all clients are keen on this model, but those who adopt it see significant benefits, expanding their partner network while sharing risks.

Dig deeper: Affiliate managers: It’s time to shift your focus beyond media

Putting creator amplification into practice

Here are the strategies I frequently employ to maximize the impact and extend the reach of creator content:
- Launching PPC ads that lead to a dedicated landing page presenting the content.
- Utilizing the content in social media or YouTube ads as representations of our brand.
- Incorporating the content into product pages, long-form content, and categories or collections.
- Sending email campaigns that link to or prominently feature the creator’s name, image, and messaging.
The options are abundant. It all boils down to identifying where my audience resides and if my potential customers can be found there too.

Boosting influencer and ambassador content goes beyond merely doing their job. It’s an astute business move.

I borrow their trust and credibility, tapping into their audience while utilizing the content to persuade on-the-fence clients.

Dig deeper: Why creator-led content marketing is the new standard in search

Inspired by this post on Search Engine Land.
November 21, 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