PPC Weekly News Review – #3 January 2025

When creating a new Google Ads campaign, you can now select “Messages from Ads” as the primary campaign goal. This is excellent news for businesses leveraging WhatsApp Business to generate leads via Google Ads.

source: Google Ads Panel

What does this mean for you?

The new campaign goal enables you to engage more effectively with people seeking quick and direct responses via WhatsApp. With this tool, you can seamlessly connect with potential customers, offering real-time communication and convenient service.

Meta introduces a new feature for Instagram partnership ads: the ability to add a testimonial from your partner about their experience with your product or service.

source: Meta Ads Panel

While creating a partnership ad in Meta Ads Manager, you can now add a “Testimonial” field at the ad level. You’ll find it below the “Ad Setup” section.

Testimonials will appear as coming from your partner’s identity. Meta recommends keeping testimonials under 125 characters and placing the most important words at the beginning. For example, in Instagram Reels ads, the testimonial is displayed just below the CTA button.

What does this mean for you?

Adding testimonials to partnership ads is an excellent way to build trust in your brand. Authentic recommendations from partners can enhance credibility and encourage users to engage with your offer.

Google Ads introduces a beta feature for Learning Phase Estimates in Demand Gen campaigns.

source: Google Ads Panel

When setting up a campaign and adding a budget, you’ll see a new forecast card with metrics such as:

• Days to first conversion – Estimated time until the first conversion.
• First week conversions – Predicted number of conversions in the first week.
• Days in learning phase – Estimated time to complete optimization.

Campaigns meeting performance standards will be marked with a green confirmation message, while those requiring improvement will have a yellow informational message.

What does this mean for you?

This feature provides deeper insights into campaign optimization. By understanding the learning phase timeline, you can avoid unnecessary adjustments, allowing the system to optimize performance more effectively. This saves time and helps you manage your budget more efficiently.