Welcome to this week’s PPC Pulse. The massive information this week facilities on platform evolution: how advertisers get data, the place adverts present up, and what codecs are gaining traction.
OpenAI introduced it’s testing adverts inside ChatGPT for the primary time. Google launched a brand new podcast to assist advertisers navigate platform adjustments. And Demand Gen added options designed to make video campaigns extra actionable for commerce and journey advertisers.
Right here’s what issues for advertisers and why.
Google Adverts Launches “Adverts Decoded” Podcast
Google is formally launching an ad-focused podcast, “Adverts Decoded.” It’s geared toward serving to advertisers higher perceive platform updates and AI-powered options.
Introduced on LinkedIn, Ginny Marvin, Google Adverts Liaison, will likely be formally internet hosting the podcast. The primary episode launches on Monday, Jan. 26, 2026.
Within the announcement, Marvin acknowledged:
“The response to our pilot episodes proved that there’s a starvation for a distinct type of dialog – one which strikes previous the headlines and bulletins and into the mechanics and nuances of how issues really work.”
All through the podcast sequence, Marvin will usher in Google product managers and platform consultants to debate new options, reply group questions, and supply their distinctive insights on how updates work in follow.
The unique pilot episode featured product managers discussing AI Max for Search campaigns and Efficiency Max (PMax) channel efficiency reporting.
Why This Issues For Advertisers
Google Adverts has no scarcity of releasing product updates, however this podcast indicators a shift in how these updates are being communicated.
As an alternative of relying solely on weblog posts, assist middle articles, and occasional webinars, Google is making a recurring channel particularly designed with PPC entrepreneurs in thoughts. It’s to higher clarify these options and why they matter.
For advertisers making an attempt to maintain up with the speed of platform updates, this must be extraordinarily helpful. Product managers have the prospect to clarify extra technical particulars that don’t all the time make it into official bulletins from Google.
Listening to context immediately from the group constructing these options provides readability that entrepreneurs want.
The podcast additionally offers Google a approach to handle confusion or pushback on updates in actual time, reasonably than ready for suggestions to bubble up by way of assist channels or group boards.
For advertisers preferring audio codecs or want to remain present on platform updates with out continuously checking a number of sources, “Adverts Decoded” provides a centralized possibility price including to your lineup.
What PPC Professionals Are Saying
The suggestions from advertisers on LinkedIn is all optimistic. Handfuls of entrepreneurs provided their enthusiasm and encouragement to Marvin.
Jonathan Milanes, founding father of Proverve, mentioned that is “lengthy awaited,” and plenty of others, together with Tony Adam, founder and CEO of Seen Components, can’t wait to tune in.”
Ben Luong, director at Copperchunk Ltd, requested:
“Is there a approach to ask questions or the place do you get the questions from to reply?”
Marvin replied that entrepreneurs can drop their questions alongside the best way, and also will attempt to “floor questions and solutions which may be buried.”
Additional studying: 25 Years Of Google Adverts: Was It Higher Then Or Now?
Demand Gen Provides New Options
Additionally this week, Google introduced a number of new options for Demand Gen campaigns that at the moment are reside. These have been beforehand previewed capabilities introduced at Google Advertising Reside’s 2025 occasion again in Might.
The updates embrace Shoppable CTV, attributed model searches, and journey feeds. The options are designed to assist advertisers attain new prospects whereas with the ability to measure their affect extra successfully.
- Shoppable CTV: Customers can now browse and buy merchandise immediately whereas watching YouTube adverts on related TV screens. In line with Google’s knowledge, Demand Gen campaigns that embrace TV screens drive a mean of seven% extra conversions on the similar ROI.
- Attributed Branded Searches: This function is now out there for Demand Gen. It’s meant to point out the quantity of your marketing campaign’s branded searches on Google and/or YouTube to assist quantify the affect of upper-funnel campaigns.
- Journey Feeds: Advertisers can now join their Lodge Heart feed in Demand Gen campaigns to construct dynamic video adverts. The movies can function lodge pricing, rankings, and availability.
Google cited LG Electronics for instance of Demand Gen’s effectiveness, noting that the corporate achieved a 24% increased conversion fee than its paid social campaigns, whereas reaching high-value prospects at a 91% decrease CPA.
Why This Issues For Advertisers
The long-awaited Demand Gen updates make this marketing campaign sort extra actionable for commerce and journey advertisers, particularly those that have been testing this marketing campaign sort however are wanting extra management over artistic and measurement.
Shoppable CTV may help handle one of many greatest challenges with related TV promoting: measuring direct response. If viewers can browse and buy with out leaving the display screen, that removes a layer of friction and makes TV stock extra accountable.
Attributed model searches may help advertisers justify upper-funnel spend by displaying how campaigns influenced search habits, not simply rapid last-click conversions. That is particularly vital for groups that must show incremental affect to stakeholders who’re extra accustomed to last-click attribution.
Journey feeds convey dynamic artistic to video promoting in a means that mirrors how Procuring campaigns work for retail. As an alternative of generic lodge adverts that may get misplaced within the noise, advertisers can now floor pricing and availability primarily based on what customers are literally trying to find.
What PPC Professionals Are Saying
Whereas advertisers are enthusiastic about these updates, there was some justified constructive suggestions as properly.
Jyll Saskin Gales, Google Adverts Coach at Inside Google Adverts, responded to Google:
“Please make Attributed Branded Searches extra extensively out there! It’s by request by way of Google rep solely proper now, and it is going to be such a useful metric to justify elevated YouTube & Demand Gen funding.”
Alexandru Stambari, efficiency advertising and marketing specialist at ASBC Moldova, agreed that that is the correct course for Demand Gen, however “the actual affect of Demand Gen nonetheless closely is determined by knowledge high quality, attribution, and feed setup.”
Additional studying: Demand Gen Vs. Lead Gen: What Each CMO Wants To Know
ChatGPT To Start Testing Adverts In The US
Formally introduced final Friday, OpenAI confirmed it’s going to start testing adverts in ChatGPT for Free and Go tier customers within the coming weeks. This marks the primary time adverts will seem contained in the ChatGPT expertise.
Adverts will seem on the backside of responses, solely when there’s a related sponsored services or products tied to the lively dialog. They’ll be clearly labeled, visually separated from natural solutions, and dismissible. Customers can see why a selected advert is proven and switch off advert personalization fully.
OpenAI was additionally express about the place adverts received’t seem:
- No adverts for customers beneath 18.
- No adverts close to delicate or regulated matters (like well being, psychological well being, or politics).
In line with the discharge, conversations received’t be shared with advertisers, and person knowledge received’t be offered. OpenAI additionally emphasised that promoting received’t affect ChatGPT’s responses.
Learn our full protection: ChatGPT To Start Testing Adverts In The USA
Why This Issues For Advertisers
For the primary time shortly, we’re watching the beginning of a very new advert surroundings.
The context of those adverts is totally completely different in ChatGPT versus somebody looking on Google or Bing.
For instance, when somebody asks ChatGPT for dinner recipes or journey suggestions, they’re possible in determination mode versus a easy analysis mode. The question itself is additional down the funnel than most search queries. Sometimes, they’re in search of an answer they’ll act on.
If adverts present up in that second with strict relevance guardrails and nil capability to affect the reply itself, this resembles one thing extra like a advice engine than a conventional search advert. The intent sign is there, however the shopping for mechanism doesn’t exist but.
Whereas that is one thing advertisers can’t plan for but, what they need to really take note of is the framework OpenAI is setting.
They’re not opening this as much as everybody. They’re not letting advertisers goal by dialog historical past. They’re explicitly saying adverts received’t change solutions. In the event that they persist with that, it means the one means in is thru real relevance to what somebody is already making an attempt to do.
What PPC Professionals Are Saying
There’s been no scarcity of feedback and opinions from PPC entrepreneurs surrounding this matter.
A mixture of pleasure and scrutiny appeared to be the theme of customers’ feedback.
In a extremely lively LinkedIn put up from Adriaan Dekker, co-founder of The PPC Expertise Community, together with 798 likes, 78 reposts, and 51 feedback, a recap of reactions is summarized under.
Ofer Miller, efficiency advertising and marketing group lead at TestGorilla, acknowledged:
“That is attention-grabbing, however I’m extra desirous about seeing their concentrating on strategies and viewers constructing instruments: key phrases? Subjects? Demographics? Additionally I’d argue that it’ll begin extra as a B2C device as the vast majority of firms and professionals who use GPT (in the event that they’re utilizing it, many are in Claude/Perplexity) could have a paid account, so no B2B relevancy.”
Some practitioners, like Joseph Williams, efficiency lead at ZIGGY, referred to as this “thrilling instances for paid promoting,” and Alex R., platform & companies director at Vibetrace, appeared excited for “new alternatives to earn a living.”
Aaron Levy, evangelist at Optmyzr, shared his distinctive perspective whereas analyzing the very fact Google hasn’t introduced adverts into Gemini but. His opinion is that the tech “simply isn’t there but and adverts will really feel intrusive.” He continued by saying:
“It will be silly of us to dismiss Google for not being a primary mover, whereas we as advertisers typically lament them releasing merchandise too early.”
Theme Of The Week: Platforms Are Adapting To New Behaviors
This week’s updates present platforms responding to shifts in how individuals uncover merchandise and eat data – each for entrepreneurs and shoppers.
Google’s new ad-focused podcast will assist advertisers sustain with platform adjustments in a novel means with extra in-depth data. Demand Gen now has out there options that make video campaigns extra measurable, however adapts to how shoppers are researching and shopping for. Lastly, ChatGPT is testing whether or not adverts can exist inside a conversational interface with out breaking belief.
In every case, the platforms are adapting to behaviors which can be already taking place. Persons are utilizing AI for product analysis. Advertisers are struggling to remain present on platform updates. Video is changing into extra shoppable.
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