This week, we’re looking at key lessons for advertisers and content creators to avoid critical missteps. From Google settling a giant lawsuit over ad pricing to warnings about filler content, as well as new moves for Reddit and content creators, here’s what you need to know to stay ahead.

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1. Google Settles Overcharging Lawsuit

After 14 long years of litigation, Google has agreed to pay $100 million to settle claims that it overcharged AdWords users between 2004-2012. The lawsuit alleged Google manipulated its Smart Pricing formula to reduce promised discounts and displayed ads outside advertisers’ targeted geographic areas.

Although Google denies responsibility, the tech company will compensate advertisers following six rounds of mediation – and the exchange of over 910,000 documents and multiple terabytes of click data.

What this means for you:

If you remember running Google ads during this period, check your eligibility for compensation in this settlement. Otherwise, if you’re currently running paid ads, double-check where your budget is going. Ad platforms, as shown in this lawsuit, are not infallible, so regularly audit your campaigns and closely monitor their performance.

2. Filler Content Could Hurt Your Rankings, Google Says

Google’s Search Advocate John Mueller has a message for content creators: stop stuffing your pages with unnecessary fluff. In a recent discussion on the Quality Rate Guidelines, he warned against “filler content” – low-effort text added primarily to inflate word count but doesn’t necessarily enhance user experience.

In section 5.2.2 of said guidelines, this practice is now officially classified as creating “a poor experience for people who visit the page.” Recipe sites are the main offenders (i.e. the notorious life stories preceding the “Skip to Recipe” buttons), but Mueller emphasises this warning applies to all content categories.

The guidelines now recommend placing essential content prominently near the top of pages, with supporting material positioned lower.

What this means for you:

Review your content strategy immediately and remove all fluff. If your content doesn’t serve a clear purpose, it’s more likely to frustrate users – and now, Google’s new guidelines may even impact your website’s ranking.

Prioritise clarity and relevance, put the most important information upfront, and avoid padding your pages just to hit an arbitrary word count. If people are scrolling past chunks of text to find what they need, it’s a sign you need to rethink your approach.

3. Reddit Simplifies Ads for SMBs

Following its goal to be counted among the more mainstream social media platforms, Reddit has started courting small businesses with a new suite of advertising tools. The platform’s new Campaign Import feature allows advertisers to clone their Meta campaigns in just three steps and includes other updates like a user-friendly campaign dashboard and simpler conversion tracking.

With ad income making up 92% of Reddit’s $1.3 billion revenue, Reddit needs to keep its advertisers happy, and these updates represent the platform’s gallant efforts to reach more SMBs. Whether it reaches the same level as Meta or TikTok remains to be seen, but for brands looking to engage more users, Reddit is making a strong case.

What this means for you:

The good news is you’re no longer limited to platforms like Instagram and Facebook when it comes to advertising on social media. Reddit is proving itself to be a viable option, especially when you’re already running campaigns on Meta.

The new campaign import feature means you can test ads on the platform with minimal extra work, while improved tracking tools make it easier to see if it’s paying off. Focus on subreddits relevant to your offerings and take advantage of Reddit’s highly engaged communities.

4. YouTubers Push For TV Advertising Deals

YouTube creators aren’t just influencers anymore – they’re now vying for a spot alongside traditional TV networks. At the recent Spotter Showcase event in New York, top YouTubers like MrBeast and Kinigra Deon pitched themselves directly to advertisers, showing that YouTube is now a TV-first platform. The latter even revealed that 75% of her viewership comes from TVs.

This event strategically follows YouTube CEO Neal Mohan’s announcement that television has overtaken mobile as the primary YouTube viewing platform in the US. Media buyers responded positively to the pitches, which suggests strong interest in creator-led advertising.

What this means for you:

As the platform transitions from mobile-first to TV-first viewing, it’s time to consider recalibrating your YouTube strategy. Most viewers are watching YouTube like traditional TV, and top creators are structuring their content – and sponsorship opportunities – accordingly. If you want to tap into a wide demographic, focus on reaching creators who demonstrate strong TV viewership metrics.

Budget appropriately for higher production value content, but recognise that these investments may deliver engaged audiences without traditional TV advertising costs.

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