Weekly Insights: PPC Industry News and Updates - 23/06/25

Google Introduces Target CPC Bidding for Demand Gen Campaigns

Google Ads has launched a new bidding strategy, target cost-per-click (tCPC), for Demand Gen campaigns, aiming to provide advertisers with more control over click costs while maintaining campaign performance. This new option sits alongside existing bidding strategies such as maximise conversions and maximise clicks, giving advertisers greater flexibility in how they manage campaign spend.

Target CPC allows advertisers to set a specific amount they are willing to pay for each click, with Google's systems optimising delivery to achieve that average over time. This approach is particularly beneficial for performance marketers looking to maintain tighter control over their cost metrics while still leveraging Google’s automated bidding infrastructure.

The rollout of target CPC within Demand Gen campaigns indicates Google's continued effort to bridge the gap between brand and performance advertising. Demand Gen campaigns, which serve across platforms like YouTube, Discover, and Gmail, are often geared toward upper-funnel objectives. Introducing a more performance-oriented bidding strategy enables advertisers to better tailor campaigns to meet both awareness and conversion goals.

As this feature becomes more widely available, advertisers are advised to assess whether their current Demand Gen strategies could benefit from the predictability of target CPC bidding. While this strategy may not be optimal for all campaign types, it provides another lever for advertisers seeking more granular budget management. [1]

Google Expands AI Video Capabilities with Veo for YouTube Shorts

Google is integrating its latest AI-powered video generation model, Veo, into YouTube Shorts, marking a significant development in its creative tools offering. This enhancement allows creators and advertisers to produce high-quality short-form videos more efficiently by leveraging advanced generative AI technology directly within the YouTube ecosystem.

Veo is designed to interpret natural language prompts and transform them into visually compelling video content. Its integration with YouTube Shorts opens up new opportunities for content creators to streamline production workflows and experiment with creative formats. This move also aligns with broader industry trends, where short-form video continues to dominate user engagement across platforms.

For advertisers, the application of Veo within YouTube Shorts presents potential use cases in campaign personalisation, rapid A/B testing, and scalable content generation. By reducing the resources needed to create video assets, brands can respond more dynamically to trends while maintaining consistent output and quality.

While currently targeted at creators, the introduction of Veo to Shorts suggests a pathway for future advertising integration. Should the tool be expanded to advertisers, it could become a powerful asset for video campaign optimisation and performance at scale. [2]

Google Ads Ends Automatic Inclusion of Search Campaigns in Display Network

Google Ads has announced a significant change to campaign settings, confirming that new Search campaigns will no longer be automatically opted into the Display Network. This adjustment provides advertisers with more control over where their ads appear, helping to improve targeting precision and overall campaign performance.

Previously, Search campaigns were by default set to include Display Network placements, unless advertisers manually opted out. While this setup offered broader reach, it often led to concerns regarding campaign efficiency, as Display placements could generate lower-quality traffic compared to traditional Search intent-based queries.

Under the new policy, advertisers creating Search campaigns will now need to explicitly choose to include the Display Network if they wish to do so. This update is expected to streamline campaign setup and reduce inadvertent budget dilution, allowing marketers to maintain tighter alignment between intent signals and ad delivery channels.

Google has indicated that this change applies only to new campaigns, meaning existing Search campaigns already opted into the Display Network will remain unchanged unless manually adjusted. Advertisers should therefore review current campaign settings to ensure alignment with their strategic objectives and performance goals. [3]

WhatsApp Introduces New Advertising Opportunities via Status, Channels, and Subscriptions

WhatsApp is expanding its monetisation strategy with the introduction of advertising across its platform, including Status, promoted Channels, and paid subscription options. These changes mark a significant shift for the messaging app, which has historically remained ad-free to prioritise user experience and privacy.

Meta, WhatsApp’s parent company, plans to roll out ads within the Status feed — a format similar to Instagram Stories — where advertisers can display full-screen promotions. Additionally, WhatsApp Channels will begin offering paid promotion options to increase visibility, alongside the possibility of introducing subscription models for exclusive content access.

These developments are designed to enhance discoverability for creators and brands while offering new ways for businesses to engage audiences on the platform. Meta has stated that ads in Status will operate similarly to existing formats on its other platforms, enabling seamless campaign integration for advertisers already using Instagram or Facebook.

Although no firm timeline has been announced, WhatsApp has confirmed that testing is underway, with a broader rollout expected in the near future. It remains to be seen whether these ad features will be made globally available or introduced regionally at first, depending on user reception and market demand. [4]