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PPC Platform Updates

In these articles, we'll discuss platform updates from the past week that may have hit and you may not be aware of! Primarily Google Ads and Microsoft Ads changes. Stay up to date with these!

Data Retention, API Sunset, AI Max at 1: PPC Apr 28–May 4

Google's new data retention policy hits June 1, the API v20 sunset is five weeks out, and AI Max turns 1 with new controls. Here's what PPC advertisers need to know.

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Google Experiments Now Auto-Apply by Default, PMax Gets a Channel Timeline, and Merchant Center Loyalty Goes Global: Your PPC Updates for the Week of March 30th

Google experiments now auto-apply by default, PMax adds a channel timeline, and Merchant Center loyalty goes global. Here's what it means for your accounts.

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Google Ads MCC Hacks, API Sunsets, and the Conversion Tracking Simplification You'll Actually Care About: PPC Platform Updates, Week of April 7–14, 2026

This week's PPC updates include an MCC security alert, a critical API migration deadline, and a conversion tracking overhaul. Here's what to act on now.

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DSAs Are Dead, MFA Hits Tomorrow, Ad Disapprovals Everywhere: PPC Updates April 14–20

Google is killing DSAs, requiring MFA for the Ads API, and ad disapprovals are hitting accounts without explanation. Here's your weekly PPC update.

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From the ZATO Blog

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Why Trust Signals Are Now Essential for Your Brand's Website

Why Trust Signals Are Now Essential for Your Brand's Website

Sarah Vlietstra
Team Zato
 • 
General PPC
In an era of digital skepticism, trust signals like third-party reviews, UGC, and transparent business credentials aren't optional — they're the difference between a conversion and a bounce
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Saying Goodbye to DSA: How to Prepare for the AI Max Switch

Saying Goodbye to DSA: How to Prepare for the AI Max Switch

Austin Sellers
Team Zato
 • 
AI Max for Search
Google is sunsetting Dynamic Search Ads in September 2026 and forcing a migration to AI Max. Here's exactly how to prepare your campaigns, landing pages, and conversion tracking before the deadline.
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Google Ads Terms of Service Update July 2026: What Advertisers Need to Know About Automation Responsibility

Google Ads Terms of Service Update July 2026: What Advertisers Need to Know About Automation Responsibility

Diana Talhelm
Team Zato
 • 
AI in PPC
Google Ads updated its Advertising Program Terms effective July 1, 2026. Here's what actually changed, what it means for automation oversight, and the practical steps advertisers should take now.
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Should You Fire Your Google Ads Agency and Replace Them With Claude? (Some Things to Think Through First)

Should You Fire Your Google Ads Agency and Replace Them With Claude? (Some Things to Think Through First)

Kirk Williams
Team Zato
 • 
AI in PPC
AI tools are genuinely powerful, and replacing your PPC agency with Claude is tempting. Before you do it, here are a few hidden costs most operators underestimate.
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Are Keywords Dead in Google Ads? What I Took Away From Google Marketing Live 2026

Are Keywords Dead in Google Ads? What I Took Away From Google Marketing Live 2026

Kirk Williams
Team Zato
 • 
AI in PPC
Kirk went to GML 2026. Here's the keyword question that's been on his mind ever since Google's AI Mode announcement, and why he thinks the answer is more nuanced than most people want it to be.
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AI Max for Shopping: A New Google Ads Account Theory

AI Max for Shopping: A New Google Ads Account Theory

Kirk Williams
Team Zato
 • 
AI Max for Shopping
Google just released AI Max for Shopping. Here's why it might not be redundant with PMax, and what it suggests about where Google thinks account structure is heading.
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