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- Paid Media News & Opinion #134
Paid Media News & Opinion #134
🔎 TikTok shares info on new Brand Consideration campaign type 🔎 Google adds Zoho CRM integration unlocking access to first-party data 🔎 Google Ads simplifies and streamlines Broad match testing
Advantage Paid Media
July 07, 2025
This week’s highlights:
🔎 TikTok shares info on new Brand Consideration campaign type
🔎 Google adds Zoho CRM integration unlocking access to first-party data
🔎 Google Ads simplifies and streamlines Broad match testing
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> What’s happening
A new two-pager infographic has given more info on Brand Consideration ads, one of the latest innovations from TikTok.
Brand Consideration ads are a mid-funnel campaign type which considers 1st party high-intent behaviour data – including views, engagements, clicks, and searches – to grow audiences and help drive future lower-funnel action.
The new info from TikTok reveals some key stats, such as:
28% of your Consideration audience is likely to prefer your brand over competitors
Consideration users are 14x more likely to convert vs users in the awareness stage
> Why we care
This new campaign type is an exciting development, offering more than just another conversion objective or audience type, but a way of tapping into audiences that are pre in-market. TikTok is a huge platform for discovery and has a wealth of high-quality data and signals, which can now be leveraged to put brands front and centre of consumers’ minds when they are ready to buy.
Data shared by TikTok is encouraging. We’re excited to test this and understand how it performs across different verticals or between lead gen and ecommerce accounts.
Google adds Zoho CRM integration unlocking access to first-party data
> What’s happening
Google Ads has added Zoho CRM as a supported data source in its Data Manager, giving advertisers a direct integration option to sync first-party customer data into the system.
With this update, advertisers using Zoho CRM can now:
Upload audiences for Customer Match to reach existing customers across Google properties.
Import offline conversions to more accurately track lead-to-sale performance.
Enable Enhanced Conversions for Leads, allowing better tracking of lead quality and conversion actions tied to ad interactions.
This brings Zoho CRM into alignment with other major platforms already supported in Google Ads, such as Salesforce, HubSpot, and Shopify.
> Why we care
This integration unlocks a new level of performance and precision for advertisers using Zoho CRM. The update reflects a larger shift in digital advertising with first-party data now the foundation of effective marketing. With third-party cookies fading and privacy regulations tightening, platforms are prioritizing native integrations that make it easier for brands to securely activate their own data.
There’s a host of benefits of integrating a CRM like Zoho with Google Ads including:
Full-funnel visibility: Track the entire customer journey from click to conversion, even across offline touchpoints.
Automated optimization: Feed high-quality conversion data back into Google Ads to train bidding algorithms and improve results.
Stronger compliance and control: Keep data usage within owned ecosystems, aligning with privacy standards like GDPR and CCPA.
Scalability: Use the same CRM-based data to power campaigns across Search, Performance Max, Display, and more, all from a centralized source.
Advertisers that unify their ad platforms with their customer data systems gain more accurate targeting, better attribution, and higher ROI. As performance marketing evolves, seamless data connectivity is an essential part of an effective strategy.
Google Ads simplifies and streamlines Broad match testing
> What’s happening
Google Ads has introduced a new way to A/B test broad match keywords directly within a single Smart Bidding campaign, removing the need to duplicate campaigns. The new built-in experiment feature splits traffic evenly between existing match types and broad match variants, with shared settings to avoid discrepancies and ensure clean results.
> Why we care
This change makes it significantly easier to test broad match without overcomplicating your account structure with a messy set-up. Reporting will be available in the Experiments tab, so with cleaner results and less manual effort, it’s a more reliable way to evaluate whether broad match can improve performance in your campaigns.
One caveat is that this isn’t currently available to use with portfolio bid strategies, so if you’re using those then you’ll need to do any testing the old fashioned way.