The Click Brief: Simplifying Paid Media's Biggest Moves
Updated 4/07/2025
It’s tough to keep up with every platform update, new ad format, and industry shakeup—that’s where we come in. Each month, the Granular team curates the most important changes in paid media, breaking them down with expert insights on why they matter for your bottom line. We keep it concise, actionable, and focused on what drives real growth so you can make smarter, more strategic decisions.
Table of Contents
The Click Brief | March 2025
Published: 4/07/2025
Below are key updates in the digital advertising landscape, presented with a focus on granular, data-driven campaign optimization.
1. Google Performance Max Gains Search Term Visibility & Expanded Negatives
Overview
Performance Max campaigns now reveal triggering search terms and allow up to 10,000 negative keywords, significantly increasing transparency and control.
Impact Rating: High
Our Take
Google most likely had to do this due to the overwhelming demand for it and because advertisers were reverting back to the “old-school” way of doing things (which is still better in many cases since you have more control). With these new features, you should regularly audit the new Search Terms report to exclude irrelevant queries and capitalize on valuable ones. The expanded negative keyword list provides robust control, making PMax more viable alongside traditional search campaigns. Revisit and refine your PMax strategies now.
2. Google Search Ads Policy Change Quietly Allows Multiple Ads Per Page
Brief Summary
Google is updating its Unfair Advantage policy to permit more than one ad from the same advertiser on a search results page, as long as each ad is in a different ad slot. This means an advertiser could occupy, for example, both a top-of-page ad and a bottom-of-page ad simultaneously, potentially increasing visibility.
Impact Rating: High
Our Take
This policy change opens opportunities to capture more SERP real estate, but advertisers don’t have control over when you show up more than once. However, costs should be monitored closely because increased competition can increase CPCs.
3. Google Introduces AI Mode and Enhanced AI Overviews
Brief Summary
Google Search introduces Gemini 2.0-powered AI Mode, expanding AI Overviews with advanced multimodal and reasoning capabilities for complex queries. Users can now get deeper AI-driven insights directly integrated into their search experience.
Impact Rating: High
Our Take
Leverage AI Mode by monitoring shifts in search behavior. Anticipate increased demand for richer, more informative content to maintain visibility and relevance in search results. We know ads will be coming soon and will report more when this starts.
4. Google Shopping Supports Same-Day Shipping
Brief Summary
Merchants can specify zero-day handling times in Merchant Center, enabling accurate same-day delivery messaging in Shopping ads.
Impact Rating: Medium
Our Take
If you provide same-day or expedited shipping, take advantage of this update immediately. Ensure your Merchant Center shipping settings reflect zero-day handling so Google Shopping ads can display compelling same-day messaging. Just ensure your operations reliably meet the promise.
5. Google Analytics 4 Adds Annotations (Finally!)
Brief Summary
Google Analytics 4 now supports annotations directly in reports, allowing teams to document important events, explain changes in data, or highlight key observations, facilitating better context and collaboration.
Impact Rating: Medium
Our Take
A nice feature that used to be in GA is finally back! Actively use annotations to record significant events or explain data shifts. This feature significantly improves data transparency and facilitates more strategic decision-making across teams.
6. TikTok Expands Smart+ Campaigns and Commerce Capabilities
Brief Summary
TikTok expands Smart+ Catalog Ads to include website and app objectives, leveraging automation and catalog-driven creative with the goal of boosting conversions. Updates include GMV Max enhancements like affiliate content automation and LIVE commerce integrations, a new Search on TikTok Shop tab with Search Ads campaigns, and generative AI-powered TikTok Symphony features for product-to-video content scaling.
Impact Rating: Medium
Our Take
TikTok continues to blur the line between social media and shopping. The expansion of Smart+ to web and app objectives is a big deal – it essentially invites you to use TikTok’s powerful recommendation algorithm to optimize your ads for off-TikTok conversions. It’s worth testing new smart+ Catalog Ads against manual campaigns to see if performance improves. Also, if you’re testing GMV Max try out the new features for affiliate creator content and for LIVE formats. Also explore TikTok’s enhanced search capabilities for deeper user engagement and take a look at Symphony’s generative AI tools for scalable and dynamic creative.
7. Google Demand Gen Expands to Display Network and Adds New Conversion Tracking Columns
Brief Summary
Demand Gen campaigns now integrate with the Google Display Network, significantly broadening reach and enabling more precise placement controls. Additionally, Google introduced platform-comparable conversion tracking columns, providing more accurate benchmark performance visibility through 100% attribution to the last Demand Gen touchpoint. This helps Demand Gen conversion reporting to be viewed similarly to other social media platforms like Meta and TikTok.
Impact Rating: Medium
Our Take
Demand Gen becomes a consolidated visual advertising solution with recently better placement controls. Consider tailoring creative assets to these new display placements. Use the new conversion columns to benchmark Demand Gen performance directly against paid social campaigns. We may start to see that Deman Gen campaigns have more value than previously thought.
8. Microsoft Introduces App Ads Across Gaming & Windows
Brief Summary
Microsoft launches app-focused campaigns within gaming properties and Windows platforms, significantly extending advertiser reach. This includes the Windows start menu. It is currently in a pilot phase, but will soon open to new clients.
Impact Rating: Medium
Our Take
Early adoption could yield a significant competitive advantage. This is worth testing out with tailored creative suitable for diverse Microsoft placements.
9. Meta Enhances Ad Performance via Free Google Analytics Integration
Brief Summary
Meta’s Google Analytics integration reportedly boosts conversions by ~5% and allegedly provides early access to new platform features.
Impact Rating: Medium
Our Take
Link your GA account to Meta and ensure accurate GA data to maximize the benefits.
10. YouTube Revamps Mid-Roll Ads Placement
Brief Summary
YouTube mid-roll ads now appear at natural content breaks, minimizing viewer disruption and potentially improving ad completion rates.
Impact Rating: Low
Our Take
Smoother ad placements should enhance viewer experience and retention. Continue producing engaging content as placement improvements won’t compensate for poor creative. Expect modest gains in viewer engagement and brand sentiment.
11. Amazon Testing Sponsored Brand New-to-Brand Bid Boost
Brief Summary
Advertisers are reporting that in some accounts they can add a boost to new-to-brand shoppers, optimizing spend toward customer acquisition. We have not confirmed this yet and will be following the story. Audience bid boosting based on custom audiences was previously announced at unBoxed 2024 and is only for advertisers in the Amazon Marketing Cloud program.
Impact Rating: Low
Our Take
If you see the setting, experiment with NTB bid adjustments strategically. Monitor closely and adjust as needed, ensuring the incremental cost supports your customer acquisition objectives.
Thank you for tuning in to this roundup of key industry updates for March 2025. Stay informed, keep your strategies granular, and continue optimizing every campaign for maximum impact.
The Click Brief | February 2025
Published: 3/11/2025
Below are key updates in the digital advertising landscape, presented with a focus on granular, data-driven campaign optimization.
1. Google Image AI Model Can Generate Humans for Ads
Overview
Google Ads is expanding its creative capabilities with new generative AI features powered by Imagen 3. Advertisers will now be able to generate high-quality lifestyle imagery featuring adult human faces across Performance Max, Demand Gen, Display, and Apps campaigns (no minors, brand name products, politicians/celebs, or explicit/sensitive content). These tools allow you to use simple text prompts, such as “woman working on laptop” or “middle-aged man playing baseball,” to create customized images that resonate with diverse audience segments. Strict safeguards prevent the generation of sensitive content, and every AI-created image is tagged with SynthID for transparency.
Key Enhancements
- Text-Prompt Generation: Craft images using basic or detailed prompts.
- Enhanced Lifestyle Imagery: Enjoy richer visuals, building on previous expansions to additional languages and campaign types.
- Asset-Audience Recommendations: Discover themes (e.g. “Nature,” “Ocean”) that resonate with your audiences.
- Asset Testing: A new beta allows you to compare campaign performance by adding extra creative assets versus a control setup for Pmax feed-only campaigns.
Impact Rating: High
Our Take
Leveraging these generative AI capabilities can dramatically shorten creative production cycles and reduce costs when super-specific creative isn’t needed. Try it out or simply use it for inspiration.
2. Google Ads Update: Prioritizing Landing Page Navigation
Brief Summary
Google has refined its ads quality systems with a new AI prediction model that evaluates the navigational quality of Search ad landing pages. This model ensures that landing pages offer a user-friendly experience that aligns with the ad and keywords promise. Any ads leading to pages that are difficult to navigate are now demoted.
Impact Rating: High
Our Take
Ensuring that landing pages are easy to navigate and match user intent is critical for converting clicks into meaningful interactions. You should be doing this already; if not, your ads will have a tough time showing.
3. Microsoft Ads Unveils New Performance Max Tools and Enhanced Campaign Features
Brief Summary
Microsoft Ads has introduced several new features within its Performance Max pilot, including LinkedIn Profile targeting in key markets (USA included), enhanced reporting on audience segments/individual assets, and real-time conversion value rules for all campaign types. Additional updates, such as a new customer acquisition goal strategy and bulk location targeting for new search campaigns, help control targeting.
Impact Rating: Medium
Our Take
These enhancements offer a granular view of audience behavior and enable more precise targeting and efficient budget allocation. Microsoft Pmax campaigns have typically had a wide mix of performance results; however, tools like these can help fine-tune strategies and maximize ROI when testing out Pmax campaigns.
4. Bit.ly Ads: Bitly Adds Interstitial Ads to Shortened URLs
Brief Summary
Bitly has updated its Free plan by adding interstitial “Destination Preview” ads to shortened URLs and QR codes. These preview pages display link information along with ads before redirecting users to the final destination. Users can opt for an ad-free experience by upgrading to a paid plan.
Impact Rating: Medium
Our Take
This change introduces a new revenue stream for Bitly but could disrupt the traditional 301 redirect flow, potentially affecting SEO by limiting link equity transfer. If the Bitly preview becomes a legitimate place to buy ads, we will consider it.
5. Headlines Can Show Up as Sitelinks in Google Search Ads
Brief Summary
Google is “enhancing” responsive search ads by allowing up to two additional RSA headlines to appear in spaces traditionally reserved for sitelinks. When these extra headlines are predicted to boost performance, they display as clickable links that direct users to the ad’s final URL, maximizing the use of creative assets. You are still able to pin headlines to ensure control.
Impact Rating: Medium
Our Take
This update allows for greater creative flexibility by enabling more headline variations to reach potential customers. It also gives you more places to use your other headlines when pinning H1 or H2. Testing and optimizing these additional assets can lead to more dynamic and engaging ads that drive user engagement.
6. Instagram’s New Testimonial Partnership Ads
Brief Summary
Instagram has introduced a new format called Testimonial Partnership Ads within its Partnership Ads framework. This format allows creators to earn money through short written endorsements (up to 125 characters) that appear as featured comments on branded content in Feed posts and Reels, providing clear disclosure of paid partnerships.
Impact Rating: Medium
Our Take
By integrating authentic, transparent endorsements directly into the comment section, brands can boost credibility and trust. This innovative approach to influencer marketing can enhance social proof and drive better engagement when executed with genuine content.
7. Microsoft Copilot: Free Unlimited Access to Think Deeper and Voice
Brief Summary
Microsoft Copilot announced free, unlimited access to its advanced features—Voice and Think Deeper—as of February 25, 2025. These enhancements enable extended voice interactions and advanced reasoning for tackling complex tasks, powered by OpenAI’s latest model. Removing previous usage limits facilitates deeper strategic planning and creative ideation.
Impact Rating: Medium
Our Take
Unlimited access to Copilot’s advanced features is a major boost for strategic planning and creative development. These tools enable more detailed, data-driven discussions and rapid iteration of campaign strategies, helping to streamline workflows.
8. YouTube Viewing Trends: TV is Now the Primary Device in the U.S.
Brief Summary
According to YouTube’s latest update, TV has now surpassed mobile and become the primary device for YouTube viewing in the United States—a trend that has persisted for the past two years.
Impact Rating: Medium
Our Take
This shift signals that consumers increasingly prefer a big-screen experience, which may require advertisers to optimize creative and campaign strategies for TV and connected devices. Tailoring ad formats to suit a TV viewing experience could enhance engagement and improve campaign performance.
9. Meta Ads Update: Expanded Opportunity Score and Advantage+ Innovations
Brief Summary
Meta has expanded its AI-powered advertising tools by broadening the rollout of Opportunity Score and introducing new Advantage+ features. The expanded Opportunity Score now provides a 0–100 rating along with near real-time recommendations that can be applied with a few clicks. Additionally, Meta has streamlined its Advantage+ campaign setup to include a broader range of campaign types—covering shopping, app, and leads campaigns—to fully leverage AI optimizations.
Impact Rating: Low
Our Take
By combining personalized, AI-driven recommendations with a more streamlined campaign setup, Meta is trying to help advertisers make smarter, data-driven decisions. Still, please don’t just follow these recommendations as they can sometimes lead to decreased campaign performance. Always ask yourself, “does this make sense?”
10. Meridian is Now Available to Everyone (Jan 29, 2025)
Brief Summary
On January 29, 2025, Google announced that Meridian—its free open-source Marketing Mix Model (MMM)—is now available to all marketers and data scientists. Utilizing Bayesian causal inference, Meridian provides granular insights into the incremental impact of marketing across channels.
Impact Rating: Low
Our Take
Meridian takes an open-source approach to measuring marketing effectiveness, intending to empower advertisers to make informed budget decisions by incorporating non-media factors. It feels experimental, and we hope that over time it becomes a more user-friendly tool that business owners and brands can use to better understand their data.
Thank you for tuning in to this roundup of key industry updates for February 2025. Stay informed, keep your strategies granular, and continue optimizing every campaign for maximum impact.
The Click Brief | January 2025
Published: 2/06/2025
1. TikTok Pauses And Resumes U.S. Operations
Brief Summary
After a short suspension, TikTok is back online in the U.S. on January 20, 2025, following a 75-day extension from President Donald Trump, which sets a new date of approximately April 5, 2025. This extension provides TikTok’s parent company, ByteDance, additional time to address U.S. national security concerns and explore potential divestiture options.
Why It Matters
TikTok remains one of the best platforms for capturing younger audiences (and a wide range of people) who may be more elusive on other channels. TikTok shop has also become a shopping success for many brands.
Impact Rating: High
Our Take
If you paused TikTok ads, now’s the time to re-activate and refresh your creative. If you haven’t started on TikTok yet, it might be worth testing conversion campaigns or TikTok shop if it doesn’t require too much lift. You may still want to hold off on trying to grow a big following for now because there’s a chance the plug could get pulled.
2. Google Performance Max Gains New Features
Brief Summary
Google has introduced new Performance Max controls and reporting enhancements. Updates include campaign-level negative keywords, a new “high-value” customer acquisition option, expanded brand exclusions by ad format, “URL contains” rules for product-feed campaigns, and two betas for demographic exclusions and device targeting. Reporting now includes search themes (with a “usefulness” indicator) and more granular asset group segmentation for deeper insights.
Why It Matters
Performance Max harnesses Google’s channels and AI in a single campaign. These new features let advertisers steer the AI more precisely and offer clearer visibility into what’s driving conversions. Controls like negatives and brand exclusions make it easier to maintain brand suitability, while improved reporting supports better data-driven decisions
Impact Rating: High
Our Take
If you’ve been hesitant about Performance Max because of limited transparency, these updates might change your mind. Campaign-level negative keywords are a game changer and breath of fresh air for segmenting brand and nonbrand campaigns, but the rumor is these will be capped at 100. Keep an eye on betas like demographic exclusions and device targeting for added precision. Also, leverage the new reporting tools to refine your strategy using actual performance data rather than guesswork.
3. Google Demand Gen Gains New Features
Brief Summary
In addition to Performance Max enhancements, Google introduced new Demand Gen updates aimed at driving visual, immersive engagement on YouTube, Discover, Gmail, and eventually select Display inventory. Highlights include creative channel controls for YouTube, Discover, and Gmail starting in March 2025, plus new creative formats like 9:16 vertical image ads, automated short-form video creation, and richer product details from Merchant Center.
Local offers and omnichannel bidding can help retailers connect online discovery with offline store visits. Google will also introduce “social-like” measurement columns to compare Demand Gen performance with other paid social channels. This is done by including view-through conversions in a new column called “Campaign Type.” By July 2025, Google plans to auto-upgrade remaining Video Action Campaigns to Demand Gen.
Why It Matters
These Demand Gen updates let advertisers shape campaigns to align with where audiences spend their time, especially on YouTube Shorts or other visual placements. Flexible channel controls, advanced creative tools, and deeper product features give marketers more direct ways to inspire shoppers and drive conversions. For advertisers reliant on paid social, it’s a chance to test Google’s social-style engagement where billions of people watch and discover daily.
Impact Rating: High
Our Take
Demand Gen can be a natural extension for more visual placements if you already use Video Action campaigns, Google Display or you simply don’t like the limitations of PMax. Experiment with new formats and channel controls as they become available, especially if you want to reach an audience that’s used to short-form or vertical video content. Keep an eye on the upcoming upgrade of Video Action Campaigns, and consider migrating early.
4. The DeepSeek R1 Launch Shakes AI Market
Brief Summary
DeepSeek, a Chinese startup, introduced DeepSeek-R1, an open-source AI assistant that rivals advanced models like ChatGPT o1 and claims to be 20-50 times cheaper. Despite skepticism about whether it trained without high-end U.S. chips, DeepSeek’s rapid rise has led to a sell-off in U.S. tech stocks and sparked global chatter about AI’s future.
Why It Matters
DeepSeek’s affordability and alleged low training costs challenge the status quo. While it excels at coding and complex problem-solving, Chinese regulations might limit certain content. If these innovations hold up, we could see a more competitive AI environment that changes how companies approach language models.
Impact Rating: Medium
Our Take
It’s worth experimenting with DeepSeek for simple tasks, but tread carefully. I’ve enjoyed testing ad copy across different AI assistants, and this feels like one of those disruptive moments. However, given ongoing data privacy and regulatory constraints, it’s too early for most U.S. marketers to consider a switch from ChatGPT.
5. Amazon Ads Introduces Sponsored Products Across Retailers (Beta)
Brief Summary
Amazon Ads launched a beta program letting advertisers run Sponsored Product ads on participating retailers’ sites and apps beyond Amazon. Shoppers finish purchases on the retailer’s platform, but campaigns are still managed through the Amazon Ads console and API.
Why It Matters
This expansion helps advertisers reach potential customers outside Amazon, tapping into new audiences. Amazon’s machine learning can now optimize Sponsored Product ads across multiple retailer sites, making it easier to extend your sales funnel.
Impact Rating: Medium
Our Take
If your brand already sells on multiple retailers, consider this beta to broaden visibility and boost sales. Retailers are limited at the moment, but we can expect more to join.
6. Amazon Unveils AI Creative Studio (Beta)
Brief Summary
Though released in October 2024, we just started testing capabilities recently. Advertisers can quickly generate and publish simple videos, restyled images, extended images, edited images, and lifestyle images directly in the Amazon Ads Console.
Why It Matters
Faster creative production can help you launch campaigns sooner and run more iterative tests. This might improve overall ad performance if your workflow benefits from quicker asset creation
Impact Rating: Medium
Our Take
Even if you only partially use AI Creative Studio, you can speed up ad design and show your team or designer what you’re aiming for. If the results match your brand standards, it can become a valuable time-saver.
7. Meta Introduces Ads on Threads
Brief Summary
On January 24, 2025, Meta began rolling out image-based ads on Threads in the U.S. and Japan. Early access is limited, but a broader release should follow soon.
Why It Matters
Threads is still in a growth phase, so early adopters often get lower CPCs and less competition. If the platform gains traction, advertisers who engage now could enjoy a first-mover advantage.
Impact Rating: Medium
Our Take
If invited, run a small test to assess impact and pivot if needed. Keep an eye on conversion trends and user engagement to scale up if results are promising.
7. Reddit Updates
Below are three Reddit updates presented together.
Reddit Introduces Pro Trends
Brief Summary
Reddit introduced Pro Trends, a real-time conversation tracker for any keyword or phrase. This complements the existing free Reddit Pro suite.
Why It Matters
Marketers can gain deeper insight into user sentiment and emerging discussions, helping with authentic engagement.
Impact Rating: Medium
Our Take
- Use Pro Trends to find niche subreddits discussing your product or service.
- Remember that Reddit communities value honest, transparent communication
Reddit Introduces AMA Ads
Brief Summary
A new ad format supports the promotion of Ask Me Anything (AMA) posts with features like “Remind Me,” RSVP counts, and a live “Join Now” option.
Why It Matters
AMAs are key to Reddit’s culture and can be an effective way to boost brand engagement and mid-funnel activities.
Impact Rating: Medium
Our Take
- Hosting an AMA helps build credibility and trust by allowing direct audience interaction.
- AMA Ads streamline promotion so more people show up.
New Reddit Advertiser Protection with IAS
Brief Summary
Reddit teamed up with Integral Ad Science (IAS) to improve brand safety in its Limited inventory. Advertisers can now measure brand suitability through IAS.
Why It Matters
Reddit’s varied content can be a concern for some brands, so IAS integration helps mitigate that risk.
Impact Rating: Medium
Our Take
- If you have strict brand safety standards, opt for Limited inventory and IAS.
- Use IAS metrics to refine your campaigns and exclude unsuitable communities.
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