Google PMax campaigns now allow direct video uploads in the "edit assets" interface without needing YouTube, storing videos in a Google-managed "House channel" with limitations like no analytics or custom thumbnails. Using YouTube brand channels is preferred. Google also suggests videos from social ads via Pathmatics, a marketing intelligence platform, for use in PMax and Demand Gen campaigns, but no help page exists yet for this feature.
Google Ads has expanded its Message Assets to include Facebook Messenger and Zalo, in addition to WhatsApp. This allows advertisers to engage users directly through chat, bypassing landing pages and forms, which can improve conversion rates. The update offers more reach, better matching of messaging preferences across markets, and faster, cleaner lead funnels, enhancing flexibility, personalization, and engagement globally.
Google introduced a new "Brand Inclusion" feature for Shopping campaigns, enabling advertisers to target only their own branded traffic. Previously, isolating branded activity was challenging as non-branded queries often appeared, complicating performance tracking. This update helps clearly separate branded from non-branded results and allows for better budget allocation and strategic planning.
Marketing Auditor simplifies your audit process, letting you generate comprehensive, white-label reports in just a few clicks. Save over 10 hours per report while analyzing 200+ data points and delivering 50+ pages of actionable insights. Customize reports with professional themes or your own branding, and export them in editable formats like PowerPoint or Google Slides to showcase your expertise.
Google updated Performance Max campaigns with two main features: Waze ads integration for U.S. store goal campaigns, letting businesses appear as 'Promoted Places in Navigation' pins without extra setup, and expanded channel performance reporting for all campaigns. Soon, reporting will include search partners and manager account access. These changes improve ad visibility and insights, with Waze ads expanding internationally in 2026.
Google Ads Editor 2.11 adds features like campaign-level negative keywords for Performance Max, search term reports, scheduled link checks, account-level exclusions, improved campaign selection, better CSV import/export, Smart Bidding Exploration, editable lead forms, URL settings for asset groups, Merchant Center feed nudges, more ad preview types, new user list types, renamed TrueView metrics, high LTV for Search, video generation, and streamlined Search campaign setup.
Google Labs has introduced Pomelli, an AI tool to help small-to-medium businesses create on-brand social media campaigns easily. Pomelli analyzes a business's website to build a unique 'Business DNA' profile, capturing tone, fonts, images, and colors. It then generates tailored campaign ideas and high-quality marketing assets that users can edit and download. Pomelli is now in public beta in select countries.
Google updated Demand Gen campaigns to include New Customer Acquisition goals with two modes: New Customer Only Mode, bidding only on new customers, and New Customer Value Mode, bidding more for new customers than existing ones. This enhances Demand Gen's marketing role. Testing Value Mode is advised for purchase goals, and New Customer Only Mode for strict new customer budgets, with careful rollout and monitoring.
Google Ads introduced an Investment Strategy tab on the Recommendations page, offering suggestions on how increased investment can affect key metrics like clicks and conversions. This feature aids in budget allocation across campaigns for better performance. It is designed for short-term budget increases, unlike the Performance Planner, which is for long-term planning. Users can set investment goals and customize their campaign selections.
Google Ads began 25 years ago to help businesses grow in the digital world. It has evolved from keyword search to mobile ads, YouTube video ads, and AI-powered campaigns. Generative AI is transforming marketing, allowing businesses to enhance creativity and reach new audiences. The best ads provide answers to people's needs, and Google Ads aims to deliver these effectively. Thanks are given to all contributors for 25 years of innovation.
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