SEO Tools and Resources

A new column called “Original Conversion Value” has started appearing inside Google Ads, giving advertisers a long-requested way to see the true, unadjusted value of their conversions. How it works. Google’s new formula strips everything back: Conversion Value – Rule Adjustments (value rules) – Lifecycle Goal Adjustments (e.g., NCA bonuses) = Original Conversion Value Why we care. For years, marketers have struggled to isolate real conversion value from Google’s layers of adjustments — including Conversion Value Rules and Lifecycle Goals (like New Customer Acquisition goals). Original Conversion value makes it easier to diagnose performance, compare data a…

Google Ads appears to be testing an automatic assignment of New Customer Value within New Customer Acquisition (NCA) campaigns — and it’s doing so without advertisers’ explicit consent. The change, first spotted by performance marketer Bilal Yasin, has led to unexpected reporting shifts and frustration among advertisers. “Without any heads-up, and without it being in the change history, a new customer value has suddenly been applied to a customer,” Yasin wrote on LinkedIn. “It was set to 200 DKK… One thing is that Google has assigned a value, but another is that I can’t remove it again!” Why we care. Advertisers rely on New Customer Value settings to determin…

Google is rolling out a new Performance Max beta that lets advertisers pull video assets directly from Merchant Center — a small tweak with big implications for retail and e-commerce. How it works. Google Ads will now: Auto-surface product-associated videos from Merchant Center during PMax setup Shorten creative workflows for retailers and e-commerce teams Improve product-to-creative alignment, increasing ad relevance Boost performance, especially for large SKU catalogs Why we care. This update removes a friction point in PMax: getting high-quality, product-relevant video into campaigns. By auto-pulling videos from Merchant Center, Google is tigh…

Google Ads rolled out a new Performance Max Usefulness Indicator, designed to help advertisers assess the incremental traffic impact of their search themes. The big picture: Performance Max campaigns already leverage AI to automate ad placements across Google’s properties. The new indicator evaluates whether added search themes generate new, incremental traffic or simply overlap with existing signals. This helps advertisers refine their strategies and allocate budgets more effectively. Why we care. The update, which we were told was coming in January, gives advertisers more visibility into how search themes contribute to campaign performance, allowing f…

Google Ads is adding account-level placement exclusions, letting advertisers block unwanted inventory across all campaigns from a single setting. What’s new. Advertisers can now apply one exclusion list at the account level. Exclusions apply across Performance Max, Demand Gen, YouTube, and Display campaigns. Previously, blocks had to be set at the ad group or campaign level. How it works. Once a placement is excluded at the account level, Google Ads automatically prevents spend on those websites, apps, or YouTube placements across all eligible campaigns. Why we care. Placement controls have long been fragmented. Managing exclusions campaign by campaign was…

Google Ads has begun rolling out channel control for select Demand Gen campaigns. This feature will let you specify where your ads appear across Google’s properties. Yes, but. While the feature is live, segmentation by individual channel (e.g., YouTube, Discover, Gmail) is not yet available. This will limit your ability to make data-driven adjustments. Why we care. This update, first announced in January, gives advertisers more control over campaign placement, but the full impact remains unclear since performance data is still aggregated under “Google-owned channels.” What they’re saying. Greg Kholer, director of digital marketing at ServiceMaster, shared see…

Google Ads is introducing new user interface (UI)-only image optimization features, spotted last week, aimed at enhancing Performance Max campaigns, marking a shift in how advertisers can manage visual assets for better ad performance. What’s new? Landing page images: Google’s AI will now automatically pull relevant images from your ad’s landing page to dynamically insert into your ads. This aims to increase ad relevance and expand reach by tapping into more ad placements. Image enhancements: Google AI can smartly improve your uploaded images by cropping them into different versions to unlock additional ad inventory and boost campaign results. Future updates …

Google updated its documentation on how the Google Ads auction works to say, “We run different auctions for each ad location.” Previously, that document did not say that and the PPC community is wondering what changed and why Google did not announce this change more broadly. What changed. Google added these lines to the top of that document: “When someone searches on Google, we run different auctions for each ad location – for example top ads are selected by a different ad auction from ads that show in other ad locations. Your ads will only show once in a single ad location, but across ad locations your ads can show more than once.” Why the change. Googl…

You might think you’ve mastered the Google Ads search terms report, but this essential optimization tool is still widely misunderstood – and often misused. Here are five tips to help you get more from your campaigns by using the search terms report the right way. Keywords vs. Search Terms: A quick refresh When discussing keywords and search terms, it’s easy to confuse the terminology. Here’s a simple breakdown: Keyword: The term you add to a Search campaign – along with a match type – to tell Google which kinds of searches you want your ads to appear for. Search term: The actual phrase a real person typed into Google that triggered your ad. Your ad…

Google Ads introduced new form tracking in Tag Manager that enables codeless event creation for lead form submissions. Advertisers can now set up conversion tracking via a user-friendly interface, eliminating complex manual coding. Key features: Codeless event detection. Flexible form submission tracking. Multiple URL matching options. Why we care. This update dramatically reduces the technical complexity of setting up conversion tracking. By offering a wizard-style interface with codeless event detection, Google Ads eliminates hours of manual coding, making form tracking faster and more accessible for marketers with limited technical skills. Fi…

Want to make your Google Ads bigger so they can stand out more to potential customers? Of course you do! One way to do this is by using optional assets (formerly known as extensions) with your campaigns. One of the most easy-to-use Google Ads assets is sitelinks. Let’s explore how sitelinks work and whether they’re the right choice for your campaigns. This article will cover: What are sitelinks in Google Ads? How are sitelinks different from ad headlines? How many sitelinks can you use? How to add sitelinks to your Google Ads campaigns How to assess sitelink performance in Google Ads Should you use sitelinks in Google Ads? What ar…

Starting on Saturday, March 1, 2025, some advertisers have noticed their ads are not running and not getting impressions or clicks. The ads are simply not being served or delivered. In fact, there are tons of complaints about this in the Google Ads Forum. Google has not yet commented on the issue. What we know. Starting March 1, some advertisers are saying that some of their campaigns are not serving ads. Some are saying they have received zero impressions or clicks on their ads. The crazy thing, this has been now going on for almost two days and Google has not responded about the issue, at least not yet, since it is the weekend. We do not know exactly how…

Target ROAS is the most sophisticated of Google’s smart bidding strategies. In previous articles, we’ve tackled Maximize Conversions, Target CPA and Maximize Conversion Value. This article explores the ins and outs of Target ROAS bidding, including: What does conversion value mean in Google Ads? What does ROAS mean? How Target ROAS bidding works in Google Ads 8 Expert Tips for using Target ROAS effectively Should you use Target ROAS bidding in Google Ads? What does conversion value mean in Google Ads? Before we can discuss Target ROAS bidding, or even ROAS, we need to understand what “conversion value” means in Google Ads. Conversion…

Google Ads is testing a new “View-Through Conversion Optimization” feature in its Demand Gen campaigns. What’s new. This test was spotted last week. It adds a setting allowing advertisers to include view-through conversions (VTCs) in their bidding models. How it works. This applies to YouTube (Image + Video) traffic. More channels are “coming soon,” per the early beta. The feature could improve early-stage efficiency where clicks are scarce but influence is high. Why we care. View-through conversions reveal what happens when people see your ad, skip the click, but come back to buy. You can turn it on early to train algorithms faster, boost brand li…

Google Ads is running a limited test that allows some advertisers to A/B test different product titles and images within Shopping Ads. The feature appears as “product data experiments” and promises results within three to four weeks. Who gets it. The test is currently live for a small number of merchants, according to Google Ads Liaison Ginny Marvin. Broader availability is expected later. Why we care. Product titles and images can make or break Shopping ad performance, but advertisers have had limited ways to test changes without risking live results. This update could bring much-needed experimentation to product feeds. What it does. Advertisers can compar…

A new “Advanced Plans” section within Google Ads’ Reach Planner tool was spotted by digital marketing expert Brent Neale. The big picture. The tool represents Google’s continued push toward automated campaign optimization, offering AI-driven recommendations for budget allocation. How it works. Advanced Plans suggests a mix of ad types based on advertisers’ goals, creating specific plans for both conversion creation and capture. Why we care. The feature could help advertisers more effectively allocate their budgets across different ad types based on specific conversion goals. Between the lines. This appears to be part of Google’s broader strategy to sim…

Google Ads appears to be reviving — or reinventing — its old Website Optimizer, after new help docs quietly surfaced detailing a tool that would live directly inside the Google Ads interface. Driving the news. Several new Google support pages were spotted describing Website Optimizer, a tool expected to show up under the Reporting tab. While the name recalls the OG Website Optimizer from 2008 that later became Google Optimize (sunset in 2023), this version appears to be something new. How it works: The tool requires Google Ads access and admin permissions on the linked GA4 property. If an advertiser doesn’t have a GA4 property, Website Optimizer will autom…

Google is piloting a Labs section inside the Google Ads platform, giving advertisers a centralized place to access early-stage experiments and tools. Why we care. Instead of quietly testing features across scattered accounts, Google appears to be consolidating experiments into a single hub, making it easier for advertisers to discover and try new features before full rollout. Details. The Labs section shows up at the bottom of the left-hand menu in select accounts. Early tests include features like “missed growth opportunities,” which highlight potential campaign improvements through bid or budget adjustments. Not all advertisers will have access to it.…

Google Ads is rolling out mandatory brand guidelines. It requires you to officially document your business names and logos by March – or face automated changes to your ad campaigns. The big picture. The move represents Google’s latest effort to standardize brand presentation across its advertising platforms while giving businesses more control over their digital identity. Key details: Advertisers must update their brand guidelines before March. If no action is taken, Google will automatically select “top-performing” business names and logos based on campaign data. The change affects how brands appear across all Google’s ad platforms. Why we care. Cl…

Google is rolling out a new video creation tool for its Demand Gen campaigns that automatically turns advertisers’ existing image and text assets into videos across all aspect ratios. Driving the news. According to a notice sent to advertisers, the feature will apply to all image-only ad groups created before August 27th, with auto-generated videos beginning to serve after October 31st — unless advertisers opt out. How it works: The tool pulls from current image and text assets to produce branded video variations. These videos are designed to extend reach across more channels and formats, optimizing for both vertical and horizontal placements. Adver…

Google Ads will launch a new Message asset requirements help center and begin enforcing stricter policies for message assets. Why we care. Advertisers relying on message assets risk having them blocked if they don’t meet the updated requirements. Ensuring compliance will be critical to maintaining campaign reach and performance. The details. Enforcement begins Oct. 30 and will ramp up over four weeks. Message assets that fail to comply or can’t be verified will no longer serve. Disapproved assets can be fixed by following Google’s policy guidance. Bottom line. Advertisers should review and update their message assets ahead of the deadline to avoid disr…

Google is tightening its account retention policy — canceled Google Ads accounts will now be permanently deleted six months after cancellation, marking the end of indefinite account storage. Driving the news. Under the new policy, Google will begin a cleanup of inactive accounts, sending a 30-day email warning before deletion. Previously, advertisers could reactivate canceled accounts at any time, preserving data and structure indefinitely. Why we care. This change could impact advertisers who rely on historical performance data, conversion tracking, or campaign templates stored in inactive accounts. Once deleted, all account history and assets — including campaig…

Google Ads is making a major change to its Search Partner Network by automatically opting all accounts out of serving ads on parked domains, websites that are registered but not actively developed, starting March 19. Details: Google will automatically opt out all advertiser accounts from showing ads on parked domains. The change will roll out gradually over several months. Advertisers can still manually opt in through their account’s Content suitability settings. Why we care. The change will affect all advertisers using Google’s Search Partner Network, potentially reducing ad reach but improving quality of ad placements. Between the lines. While Goo…

Google will now allow relevant Search ads from advertisers who showed amongst top ads to also participate in the bottom ads auction. As a reminder, the definition of top ads changed about a year ago, as Google began mixing ads in various organic positions throughout the search results. With this change, Google also reminded us that it updated its unfair ads policy (i.e. double serving) to say this is not double serving. Google added the words, “in a single ad location,” as an exception to the policy last March after Google was caught double serving ads under its old definition. What Google said. Google wrote: Today, we’re sharing more about a recent change we…

Google today celebrated the 25th anniversary of its ad platform, first launched as AdWords in 2000. Now known as Google Ads, the platform remains the backbone of the company’s revenue engine. Over two and a half decades, Google Ads has evolved from a manually managed system to a sophisticated AI-driven advertising platform spanning Search, YouTube, Play, and the wider web. What Google is saying. Google is celebrating, with Vidhya Srinivasan, VP/GM of Ads & Commerce, sharing how AI is empowering us to rethink what’s possible’ and create a future of smarter, more helpful advertising. “Generative AI is transforming digital marketing, and I am so proud to see…