Anu Adegbola, Author at Search Engine Land
Anu Adegbola has been the Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video, and more.
In 2008, Anu's career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximizing ROI, automating repetitive processes, and bringing efficiency from every part of marketing departments through inspiring leadership on the agency, client, and marketing tech side.
PPC Updates
- PPC - $1.7 billion Google fine from the EU overturned, with the Court ruling that the European Commission failed to consider all relevant factors.
- PPC - Google's Performance Max updates provide advertisers with deeper insights, streamlined reporting, and enhanced tools.
- PPC - Advertisers will soon be able to add campaign-level negative keywords in Performance Max campaigns – something advertisers have long desired.
- PPC - Advertisers can now use new AI-powered tools and creative formats to drive holiday sales, including promo features and reminder ads.
Antitrust Trial
The antitrust trial over allegedly monopolistic practices in the $200 billion digital advertising industry could lead to significant changes. Advertisers may lose critical insights and optimization opportunities due to a Google Ads issue affecting GCLID offline conversion tracking.
SEO Opportunities
Land your next job in SEO or PPC. These brands and agencies are hiring to fill open search marketing positions right now. First Position lets advertisers secure the first in-stream ad viewers see across any content, maximizing visibility and engagement.
Future of PPC
Confidential matching leverages advanced computing technology to securely process first-party data, enhancing privacy and data protection. Google is testing a more noticeable ad format, using a taller gray background with labels like 'Sponsored' and 'Promoted results.'
Meta's data restrictions aim to enhance privacy but may complicate ad targeting and potentially pause ads with highly targeted UTMs. The record $2.7 billion fine against Google was for favoring its own price-comparison service in search results.
YouTube Advertising
YouTube Studio now has a website visits goal in promotions, allowing creators to drive traffic to their websites directly from their videos. Stricter recertification rules are coming for Gambling and Games advertisers starting November 2024, with violations leading to immediate account suspension.
Google Ads is automatically opting new accounts out of Parked Domains starting in October, enhancing ad relevance and budget efficiency. Google's new consolidated Masthead format requirements page centralizes guidelines for masthead ads on YouTube and Google TV.
Google Ads Updates
In Q2 2025, Google Ads will upgrade VAC to Demand Gen, offering advertisers expanded reach, creative flexibility, and enhanced targeting. Google Ads introduces advanced Performance Planner plans, optimizing YouTube campaigns with tailored strategies for both Action and Awareness goals.
Google Ads is testing a new "Promotions" feature for App Campaigns, allowing advertisers to create event-driven promotions tailored for mobile users. Microsoft Advertising shared updates related to Display Ads, Video Ads, CTV, PMax, and bid strategy. Here's what's new.
