As the digital advertising market continues to evolve, Google and Facebook, as one of the world's largest advertising platforms, continue to introduce new policies and technological updates to adapt to market changes and user needs.
Here are the important updates for Google Ads and Facebook Ads in 2025 and the corresponding response strategies.
Important Updates for Google Ads
1. Discontinuation of Enhanced Cost Per Click (eCPC)
Update: Google Ads will discontinue Enhanced Cost Per Click (eCPC) in March 2025, and all related campaigns will be migrated to manual cost per click bidding.
Response Strategy: Advertisers need to familiarize themselves with manual bidding strategies in advance, make precise bids according to advertising goals and budgets, and utilize Google's smart bidding tools (such as Target Cost Per Conversion, Target Return on Ad Spend, etc.) to optimize advertising effectiveness.
2. New "Dating and Companionship Services" Advertising Policy
Update: Starting March 4, 2025, Google requires advertisers to be certified before they can place ads related to "dating or companionship services."
Response Strategy: Relevant advertisers need to complete the certification process in advance to ensure that their ads comply with the new policy requirements.
3. Data Privacy Technology Update
Update: Google introduces "Confidential Matching" technology, using confidential computing technology, allowing businesses to maintain stricter privacy controls when using first-party data for advertising.
Response Strategy: Advertisers need to ensure that data processing complies with privacy requirements and avoid using personal data without explicit user consent in ad placements.
4. Platform Plan Policy Update
Update: On February 16, 2025, Google will fully update the platform plan policy, strengthening requirements for privacy protection and content supervision, and clearly disclosing data collection and usage practices, especially the protection of young users.
Response Strategy: Advertisers need to carefully review their advertising content and data usage policies to ensure compliance with Google's new policy requirements, avoiding ad rejection or account restrictions due to violations.
5. Ad API Update
Update: Google Ads API 17.0 update, including resource usage policy updates, new reporting views, keyword match types, etc.
Response Strategy: Advertisers need to timely update their ad management systems to adapt to the new API features and optimize ad delivery.
6. AI-Powered Advertising Creative Generation Solution
Update: Google introduces an AI-powered advertising creative generation solution to help businesses generate ad creatives more efficiently.
Response Strategy: Advertisers can use AI tools to optimize ad copy, images, and video content, enhancing the attractiveness and conversion rate of ads.
Important Updates for Facebook Ads
1. Data Analysis and AI Integration
Update: Meta will introduce more powerful data analysis tools, allowing advertisers to analyze potential customers' behaviors and interests through the Insights tool before placing ads. Additionally, settings like Meta Advantage+ will optimize ad placements automatically using AI.
Response Strategy: Advertisers need to familiarize themselves with the new data analysis tools and use AI-driven optimization features to reduce manual operations and improve ad placement efficiency.
2. Significant Reduction in Rebates
Update: On January 1, 2025, Facebook's rebate policy will undergo a major adjustment, with non-direct customer account rebates being cut in half, and direct customer rebates decreasing by seventy percent, with some sellers' profits expected to drop by 20%-50% or even more.
Response Strategy: In ad placement strategy, sellers need to re-evaluate the market deeply, accurately target the audience, understand their needs and preferences, and based on this, optimize ad creatives and choose the best placement times.
3. Growth of Video Ads and Interactive Ads
Update: Video ads, especially short video content, will become a focus of ad placements in 2025, with Meta introducing more innovative video ad features.
Response Strategy: Advertisers should focus on the creativity and quality of video content, regularly update ad materials, and avoid ad fatigue.
4. Multi-Platform Integrated Advertising Strategy
Update: Meta will optimize ad management tools, making it easier for advertisers to place ads across platforms (such as Facebook, Instagram, WhatsApp, etc.) and achieve unified management and optimization of ad effects.
Response Strategy: Advertisers need to integrate multi-platform resources, develop a unified advertising strategy, and enhance the coverage and precision of ad placements.
5. Tightening of Advertising Policies
Update: Facebook will become increasingly strict in managing advertising accounts, with more detailed requirements for account opening reviews and strengthened restrictions on violations.
Response Strategy: Advertisers need to ensure that account information is accurate and complete, avoid violations, and regularly check ad performance to optimize advertising strategies.
6. Strengthening of Privacy Protection
Update: Meta will continue to strengthen data privacy protection, and advertisers need to ensure that their ad placements do not violate regulations.
Response Strategy: Advertisers must strictly adhere to privacy policies, ensuring that data collection and use comply with legal requirements, avoiding ad restrictions due to privacy issues.
In summary, both Google and Facebook's advertising systems focus on the deep application of AI technology, enhanced data privacy protection, and innovation in advertising formats. Facing these changes, advertisers need to actively adjust strategies, optimize ad placements, to adapt to new platform rules, enhance placement effectiveness, and maintain a competitive edge.
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