The Transparency Movement: February’s Top Google and Microsoft Ads Updates.

The digital advertising landscape is shifting. As we continue into a world of automated bidding and AI-led campaigns, the ask from advertisers has been clear: we need more transparency and better ways to measure the fragmented customer journey. February has been an interesting month for this, with Google and Microsoft both releasing updates that aim to combat the “black box” of automation while providing new tools to reach customers more effectively. 

Lifting the PMax “Black Box” 

Since its launch, PMax has been criticised for its lack of granular reporting. However, over the last year, it seems Google has been listening to our feedback. We now have improved transparency of Search Partner domains alongside impression counts found the “When and where ads showed” report. This is a good step forward, empowering advertisers to review performance within the Search Partner Network more easily and take back control over where their brand is appearing. 

Demand Gen’s New Measurement Capabilities 

Google has announced several “drops” for Demand Gen, most notably Attributed Brand Searches. This feature allows advertisers to see the volume of brand searches their campaigns are actually driving. For our retail-based clients, this is vital for understanding the top-of-funnel impact that Demand Gen has on overall brand health. Additionally, Lookalike audiences will default to “suggestion mode” starting in March, suggesting a clear push for advertisers to use these campaigns to drive new customer acquisition and expand reach, making this kind of measurement particularly useful. 

Strategic Planning with Meridian 

Google has introduced the Scenario Planner within Meridian. This tool is designed to give PPC marketers insights into how marketing efforts affect the wider marketing mix. It is particularly useful for measuring top-of-funnel activities like YouTube, which have traditionally been difficult to measure. As customer journeys become increasingly fragmented, working collaboratively across channels is no longer optional, it’s a necessity. 

Microsoft’s Visual Edge with Multi-Image Shopping Ads 

Microsoft Ads is stepping up its retail game with Multi-Image Shopping Ads. This feature allows retailers to showcase multiple product images within the Shopping Carousel. By providing more visual information before a user even clicks, brands can improve intent and interaction. To take advantage of this, retailers simply need to ensure they are using the additional_image_link attribute in their product feeds. 

Celebrating Premier Partnership Status 

Finally, we are thrilled to announce that Google and Microsoft have revealed their Premier Partnership statuses for the year. Both Summit and Productcaster have once again qualified for Agency and CSS Premium Partner status. This recognition is reserved for the top 3% of partners, and it reflects our commitment to delivering the best possible performance for our clients. 

Summary 

February continues to prove that the industry is moving toward a model where AI-driven automation and human-led transparency coexist. Whether it’s through better reporting in PMax or enhanced visual storytelling on Microsoft, the tools available to us are becoming more sophisticated and “tomorrow-ready”. 

At Summit, we’re committed to helping our partners navigate these changes. If you’re looking to work with a Premier Partner that understands the retail landscape, reach out to our team today. We’re here to make the complex simple for you.

Written by Abbie Law