Weekly Insights

My take

• Google is testing channel prioritization settings within Performance Max, giving advertisers more say in how the algorithm distributes budget
• This addresses a longstanding advertiser complaint: Performance Max's black-box behavior and inability to steer away from underperforming channels
• The test suggests Google may be listening to feedback about algorithmic transparency and control

If this rolls out, check your Performance Max settings for new channel weighting options and test them against your best-performing channels. The full piece is worth the read — source link below.

My take

• Blended metrics at account level hide junk conversions that drag down ROI
• Segmentation by conversion type shows which traffic actually converts profitably
• Most accounts unknowingly feed significant budget to low-value actions

I'd start by pulling a conversion-level performance breakdown in Google Ads (Conversions > Conversion Actions) and sort by conversion value or revenue. You'll likely spot conversions dragging your ROAS down. The full piece is worth the read — source link below.

My take

• AI matching has fundamentally changed how PPC platforms interpret and fulfill advertiser intent
• Keyword targeting, the traditional PPC playbook, is no longer the lever it once was
• Accounts not adapted to this shift are at risk of underperformance

This is a wake-up call: if you're still thinking in terms of keyword bids and match types, you're probably missing how Google's actually matching your ads. I'd audit your account structure to see whether you're fighting the AI or working with it. The full piece is worth the read — source link below.

My take

• Bidding targets are only as good as the historical data behind them
• A structured validation process prevents setting targets that campaigns can't meet
• Real campaign data is the only reliable basis for target-setting

I'd pull your last 90 days of conversion and revenue data and cross-check it against your current targets—if they don't align, your bidding strategy is fighting uphill. The full piece is worth the read — source link below.

My take

• EU regulators view infinite scroll and autoplay as manipulative design patterns that breach compliance rules
• Meta faces pressure to modify core engagement mechanics, which could reshape how ads are served
• Advertisers should monitor whether feed algorithm changes, reach cuts, or inventory shifts result from enforcement

This isn't theoretical—if Meta is forced to disable or dampen infinite scroll or autoplay, impressions and engagement metrics could fall. I'd track your Meta account performance closely and prepare for potential CPM or reach adjustments. The full piece is worth the read—source link below.