Paid Media News & Opinion #106

Google Ads’ new video asset option for campaigns

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> What’s happening

Google Ads has introduced a "Video" option in its Assets section, aiming to enhance advertisers' ability to manage and incorporate video content. This feature, currently in testing with select accounts, is likely to roll out more broadly by 2025.

The asset type works just like others such as structured snippets, images, or newer ones such as headlines and descriptions. Based on the available screengrab, videos can be added and applied at ad group level and campaign level.

Just like any other use of video, it must be uploaded to YouTube.

Note: assets used to be called ‘extensions’ not so long ago! Yes, we prefer the old name too.

> Why we care

We really like this asset and think it makes total sense amongst others, especially rich media like images which essentially do a similar job. Adding assets is great for boosting ad rank too, so we always recommend utilising as many of these options as possible.

The integration suggests a shift towards video becoming a more central component of Google Ads campaigns, more placement flexibility, and more of an alignment to how Performance Max campaigns currently work.

The shift towards video, accelerated by TikTok, means strategies focusing on captivating, engaging content are becoming increasingly important.

Microsoft introduces household attribution and consent compliant tools

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> What’s happening

Microsoft Advertising has introduced household attribution tracking, enabling advertisers to monitor ad engagement across devices within the same household. This feature helps match cross-device interactions, providing deeper audience insights and enhancing campaign performance. Additionally, to comply with regulations in the EEA, UK, and Switzerland, Microsoft has launched new consent compliance tools, including UET Consent Mode and integrations with consent management platforms, ensuring user consent is appropriately managed.

> Why we care

These updates enhance the ability to measure and optimize cross-device interactions, giving us a more complete view of how households engage with campaigns and track the full user journey with more clarity. It’s also positive to see this capability come into force, whilst also complying with the evolving privacy regulations in the industry.

Google collates all shopping annotations and badge requirements for ads and free listings

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> What’s happening

Google has released a comprehensive guide detailing all the various annotations and badges for Shopping ads and free listings. These features enhance product visibility and performance by providing additional information that can attract potential buyers, so it’s important to have as many of them in place as possible to maximise performance. This is the first time there’s been a good comprehensive list of all of them, alongside the potential to track their eligibility to display.

> Why we care

Having this visibility and a comprehensive list will really help monitor and leverage these annotations and badges to improve performance in an extremely competitive landscape. Whilst there’s no guarantee that the annotations with display, it’s important to do everything possible to stand out and differentiate in the competitive google shopping space, and this will prove a useful tool and reference to make sure advertisers are giving themselves the best chance possible for success.

What else we've been talking about:

• How to measure YouTube ad success with KPIs for every marketing goal

• Global ad revenue to top $1 trillion, dominated by Google and Meta

• Top 4 PPC tactics to try in 2025

• Google Ads 2024 recap: with an eye to 2025