Weekly Insights: PPC Industry News and Updates - 21/07/25

Google Ads Introduces Negative Keyword Lists for PMax Campaigns

Google Ads has quietly begun rolling out negative keyword lists to select Performance Max (PMax) accounts, enabling advertisers to exclude irrelevant search terms more efficiently by using shared lists. Previously, negative keyword lists were visible but inactive, greyed out and unusable, meaning only manual entry at the campaign level or requests via Google support were possible. This gradual introduction marks a significant shift, offering a scalable approach to campaign refinement.

This feature appears in the Shared Library and during the process of adding negative keywords. At present, it is only available in some accounts as Google continues to roll it out. Its activation simplifies the task of managing exclusions across multiple campaigns, particularly when advertising strategies evolve or new irrelevant terms emerge. For those who have long relied on manual updates or support-led implementations, this development is a welcome improvement.

Despite the rollout, there are limitations to consider. Early iterations may impose restrictions - such as lower limits on the number of negative keywords you can include per campaign - echoing past caps that initially stood at just 100 terms until Google later expanded them to 10,000. These constraints aim to protect PMax’s AI-driven optimisation from excessive inhibition, striking a balance between advertiser control and algorithmic flexibility. Advertisers should verify their individual account limits as Google continues refining this feature.

In practical terms, the new capability empowers advertisers to exclude irrelevant search queries more systematically. By leveraging negative keyword lists, teams can better align PMax campaigns with Search and Shopping campaigns, preventing overlap and enhancing campaign focus. This reduces wasted spend, improves return on ad spend (ROAS), and maintains messaging consistency across channels. As always, negative keywords only apply to Search and Shopping inventory - they don’t affect Display, YouTube, or Discovery placements. [1]

Google Ads Tests Smart Bidding for tROAS to Boost Conversions

Google Ads has officially introduced Smart Bidding Exploration for campaigns using Target ROAS (tROAS), offering a fresh way to access untapped search traffic without altering campaign structure or increasing budget. Previously known as Bidding Exploration during its beta phase, this feature was unveiled at Google Marketing Live 2025 as part of the broader AI Max initiative. Advertisers can now flexibly test additional conversion opportunities within their existing ROAS thresholds, marking a strategic enhancement for campaign optimisation.

The new tool can be applied at both campaign and portfolio levels, providing Google’s AI with latitude to experiment with higher-traffic search segments while still adhering to set ROAS goals. For advertisers working in competitive or mature markets, Smart Bidding Exploration promises a low-effort route to drive more conversions. The technology allows budget efficiency to be maintained, eliminating the need for manual restructuring or budget increases, and ensures campaigns can scale more effectively.

Early case study data supports the potential benefits of this approach. Google noted that tROAS campaigns using Smart Bidding Exploration achieved, on average, an 18% rise in unique converting search query categories and a 19% increase in conversions overall. According to Barry Schwartz of Search Engine Roundtable, this represents the most significant bidding update in over a decade. These results illustrate how a touch of ‘wiggle room’ can uncover new, high-value traffic sources that remain off-limits under strict bidding protocols.

This launch reflects Google's continued push towards AI-powered automation, offering stronger performance with reduced manual intervention. Advertisers ready to embrace advanced optimisation models should consider enabling Smart Bidding Exploration in Q3 as part of their growth strategy. The ability to explore less obvious but promising search opportunities, from the simple to the complex, can help brands strike the ideal balance between efficiency and scale. [2]

Instagram Content Now Discoverable in Google Search

Starting 10 July 2025, Google will begin indexing public Instagram content from professional accounts, including posts, Reels, captions, hashtags and even alt text, making them discoverable in Google Search. This development transforms Instagram from a closed social platform into a significant content discovery channel for users and marketers alike.

The indexed content is limited to public professional and creator accounts, meaning private or personal profiles remain excluded. Users retaining public professional pages should see their posts appear in search results, offering an opportunity to engage new audiences outside of Instagram. 

For brands and marketers, this shift heralds a strategic change in content planning. Optimising Instagram posts with keyword-rich captions, descriptive alt text, and relevant hashtags becomes vital, not only to reach followers, but also to appear in search engine results. Jonathan Lawrence and David Schwartz emphasise this opportunity to treat Instagram content as micro SEO assets, akin to blog entries or press releases.

In practical terms, marketers should audit existing public content, enhancing captions and alt text, and employing location-specific and topical hashtags. Structuring Instagram as a searchable asset, rather than ephemeral media, can elevate organic reach, drive discovery, and replenish evergreen content with long-tail search value. This is especially beneficial for SMEs, personal brands and content creators seeking cost-effective amplification. [3]

programmatic-advertising-4">Google Trials Gmail Carousel for E Commerce in Demand Gen Campaigns

Google is quietly testing a new Gmail ad format for e-commerce within its Demand Gen campaigns, rolling out in the Promotions tab as a carousel displaying products with images, names, prices, star ratings and promotional tags such as “Free shipping”. This marks a purposeful effort to integrate more visually rich, retail-centric ads into users’ inboxes, transforming Gmail from a communication tool into a commerce showcase.

The innovation centres on showcasing a condensed Shopping carousel directly inline before an email is even opened. This format offers viewers an interactive preview of multiple products, all bundled in a native Gmail layout, merging the streamlined design of email with full e-commerce capabilities. This format aligns with Google's broader trend of bringing immersive, product-focused formats to Demand Gen and Shopping campaigns.

For e tailers and marketers, this offers significant practical benefits. By offering price, rating and promotional information upfront, Gmail ads can potentially engage less committed browsers earlier in the purchase journey, offering immediate appeal and increasing the likelihood of click-throughs. This could lead to elevated performance on Metrics such as view-through rate and ultimately conversion volume, especially for brands already active within Shopping campaigns.

From a strategic standpoint, it is vital to treat Gmail as a conversion channel akin to Search or Shopping. Advertisers should ensure product feeds are comprehensive, with accurate pricing, compelling star ratings, and timely promos. Additionally, monitoring early performance metrics, including engagement rate, cost per click and conversion impact, will help marketers refine carousel content and bidding tactics over time. [4]