Weekly Insights: PPC Industry News and Updates - 30/06/25

Google Tests URL Inclusions & Exclusions for Search Campaigns

Google Ads is piloting a new feature that allows advertisers to include or exclude specific URLs within their Search campaigns. This offering aims to give marketers more control over which pages trigger their ads, helping to refine targeting and improve campaign efficiency.

Currently in limited test mode, the new URL controls appear as separate Inclusions and Exclusions tabs within the campaign settings. Advertisers can specify, at a granular level, which site pages should be eligible to show ads and which should not, a capability that’s previously been unavailable in standard Search campaigns.

This development may be particularly useful for advertisers with large, complex websites or those wanting to fine-tune ad presence around new or underperforming content. By explicitly managing URLs, marketers can prevent ads from appearing on irrelevant or low-converting pages, minimising waste and maximising return on ad spend.

Although the feature is still being tested, it signals Google’s ongoing commitment to enhancing advertiser control within an increasingly automated platform. As performance issues often stem from overly broad targeting, this update could prove valuable for fine-tuning campaigns without shifting to more restrictive campaign types. [1]

Microsoft Advertising Enhances Audience Campaigns with App-Level Placement Controls

Microsoft Advertising has introduced new app placement controls specifically tailored for Audience campaigns, providing marketers with greater transparency and control over where their ads appear. Advertisers can now identify the exact applications displaying their ads and exclude underperforming placements at the account, campaign, or ad group level, enabling better spend optimisation. 

The update adds three new data columns - Mobile App Name, Mobile Bundle, and Mobile Web URL, within the Website URL report. This enhanced reporting empowers advertisers to pinpoint specific apps and monitor performance metrics like impressions, clicks, and conversions, ultimately helping to reduce inefficiencies and improve campaign precision.

A key advantage of the new controls is the ability to exclude apps with poor performance directly, rather than relying on broader app store-level exclusions. This finer granularity supports more strategic campaign adjustments, minimises wasted ad spend, and improves brand safety by allowing for the exclusion of undesirable or irrelevant app environments.

It's worth noting, however, that Microsoft-owned apps remain non-excludable, which represents a limitation for advertisers seeking complete placement control. While this restriction ensures continued coverage on Microsoft’s own properties, it may require advertisers to monitor performance closely to assess its impact on campaign outcomes. [2]

Google Ads Introduces Streamlined Broad Match A/B Testing

Google Ads has launched a new experimental feature aimed at simplifying the process of A/B testing broad match keywords. This development enables advertisers to more easily compare broad match performance against other match types or specific campaign configurations, supporting more data-driven decision-making within Search campaigns.

The experiment setup allows advertisers to isolate broad match in a controlled testing environment. This means they can now run side-by-side comparisons between broad match and, for instance, exact match keywords or campaigns using different bidding strategies. By making these comparisons more straightforward, Google aims to reduce the complexity of traditional A/B testing, which often required duplicating campaigns and manual data interpretation. 

This feature is particularly valuable for advertisers seeking to evaluate the real-world impact of broad match on reach and conversions. With enhanced transparency, marketers can observe performance metrics such as click-through rates (CTR), cost-per-acquisition (CPA), and return on ad spend (ROAS) directly within the experiments dashboard. This approach provides a clearer understanding of whether broad match is delivering incremental value or diluting campaign effectiveness.

In addition, the tool supports integration with Smart Bidding strategies, which are optimised for conversions or conversion value. When paired with automated bidding, broad match has been shown to identify relevant queries that might be missed by more restrictive match types, potentially uncovering new growth opportunities with reduced manual oversight. [3]

Google Introduces First Order Promotions in Shopping Ads

Google has announced the launch of a new feature for Shopping Ads, First Order Promotions, which allows advertisers to highlight special discounts for new customers directly within their ad listings. This update aims to help brands better capture first-time buyers by showcasing introductory offers prominently, potentially driving stronger engagement and improved conversion rates.

This promotion type enables retailers to display a clear incentive, such as a discount on a shopper's first order, within their Shopping Ads on Search and YouTube. These promotions will appear as annotations in the ad unit itself, providing an immediate visual cue to prospective customers. The offer can also include a promotional code, which users are able to apply at checkout, streamlining the redemption process.

To implement this feature, advertisers will need to submit relevant promotion details through the Merchant Center, including eligibility criteria and the terms of the offer. It is also essential to tag the eligible products correctly and ensure that the promotion is applicable only to first-time buyers, as specified. Google has also introduced support for promo code validation to confirm customer eligibility during purchase.

The introduction of First Order Promotions presents a valuable opportunity for advertisers aiming to boost customer acquisition efforts. By targeting new shoppers with tailored incentives, brands can encourage trial, improve ad performance metrics such as click-through rate (CTR), and ultimately build a stronger base of loyal customers. [4]