New feature and major improvements in Google Ads Keyword Planner – SEM News – #1 April 2026

Google is introducing the “Organize Keywords into Ad Groups” feature, which, on a technical level, is a suggestion for dividing phrases based on their similarity and user intent. From a Marketing Manager’s perspective, however, it’s much more than just automation – it’s a clear signal that the platform is increasingly supporting campaign structure optimization in terms of efficiency and traffic quality.

Source: Google Ads

What does this mean for you?

For a Marketing Manager, Google’s new feature is not just a ‘convenience in the interface’ but primarily a change in managing resources and risk. Chaos in ad groups is the most common reason for overspending on inconsistent messaging. Automatic organization allows you to achieve a clear account structure more quickly, which translates into more understandable ROI reports. You can see precisely which product categories are performing well and which ones need adjustments.

Google has released a new feature in Performance Max campaigns – animated clips. The system automatically generates short video formats from static graphics and images. This feature enables presence in video channels without involving external production houses for every test. It allows for a more aggressive approach to gaining market share while maintaining control over spending.

What does this mean for you?

The introduction of automatic video clips is primarily a shift in the creative production management model. It’s a transition from the role of “material requester” to “quality curator.” New e-commerce products can receive video support in a matter of minutes rather than days. This allows Marketing Managers to respond instantly to market trends and competitors’ actions, which directly impacts the company’s sales dynamics.

Google has announced the expansion of product ads to 15 new European markets, including the Baltic and Balkan countries, as well as high-GDP-per-capita markets such as Luxembourg and Liechtenstein.

The new markets where Google is extending product ad availability are:

• Cyprus
• Luxembourg
• Moldova
• North Macedonia
• Malta
• Liechtenstein
• Bulgaria
• Croatia
• Lithuania
• Slovenia
• Serbia
• Bosnia and Herzegovina
• Montenegro
• Estonia
• Latvia

Implementation is planned in two phases: before back to school and before the holiday season. This is not just a technical reach update – it represents a strategic window for brands seeking scalable revenue sources outside saturated DACH or CEE markets.

What does this mean for you?

Entering product ads into markets like Croatia, Estonia, or Slovenia at the time of their launch means lower CPC rates and less competitive noise. It’s the perfect opportunity to aggressively build market share at a relatively low acquisition cost. Marketing Managers now have the ability to adjust their strategy to capitalize on new opportunities in international markets.