PPC Weekly News Review – #5 January 2025

Meta is testing a new feature that could significantly improve lead quality! Advertisers can now require users to verify their phone numbers via SMS before submitting a lead form. When this option is enabled, Meta will send a one-time code to the provided phone number, which users must enter to complete their submission.

source: Meta Ads Panel

What does this mean for you?

This feature can help eliminate fake submissions and enhance lead quality. Since the process requires active user engagement, it increases the likelihood of capturing more valuable potential customer contacts.

Google Ads has introduced a new “Private Search Terms” category in search term reports for Performance Max campaigns.

source: Google Ads Panel

Google explains that private search terms are queries searched by fewer than 50 unique users in the past 90 days.

What does this mean for you?

Google has previously hidden some search queries from reports, but this update brings more transparency. Advertisers will now have better insight into which search terms are classified as private and why they are not being fully reported.

Meta has started testing ads on its Threads app, which has already surpassed 300 million monthly active users. This move shifts Threads from a purely social platform into an advertising channel within the Meta ecosystem. Advertisers can now extend their campaigns to Threads by simply selecting this option in Ads Manager, without additional creative work. The initial test includes image ads appearing in users’ main feed. Meta is rolling this out cautiously, starting with a limited number of advertisers.

source: Meta Ads

What does this mean for you?

Being an early advertiser on a new platform provides an opportunity to reach a rapidly growing audience. Currently, 75% of Threads users follow at least one brand, making this an excellent chance to gain a competitive edge and understand user behavior on this emerging platform. Meta plans to expand ad availability gradually, based on user feedback and engagement analysis.

Meta Ads has recently implemented new data-sharing restrictions for specific business categories. Your data source may be assigned a “Data Source Category,” which could impact how data is used in your campaigns. Affected industries include health & wellness, politics, and financial services.

Restrictions may include:

• Basic restrictions – Meta may limit the sharing of custom parameters and parts of URLs beyond the main domain.
• Restrictions on specific standard events – You may not be able to optimize for mid- and lower-funnel events. Meta recommends focusing on upper-funnel events instead.
• Full restrictions – In certain regions, Meta may completely block all event tracking, preventing optimization based on business tools. In such cases, shifting focus to awareness, engagement, and traffic-based objectives is advised.

What does this mean for you?

To check if your data source has been categorized, go to Meta Events Manager and select your Pixel in Data Sources. If a category has been assigned, you can confirm it or request a review if you believe it is inaccurate.

Stay on top of these changes to adapt your campaigns and maintain performance efficiency.