{"id":26823,"date":"2025-10-22T22:53:41","date_gmt":"2025-10-22T17:23:41","guid":{"rendered":"https:\/\/www.karooya.com\/blog\/?p=26823"},"modified":"2025-10-22T22:53:42","modified_gmt":"2025-10-22T17:23:42","slug":"ppcchat-platforms-dark-patterns-how-it-impacts-ppc","status":"publish","type":"post","link":"https:\/\/www.karooya.com\/blog\/ppcchat-platforms-dark-patterns-how-it-impacts-ppc\/","title":{"rendered":"PPCChat | Platforms\u2019 Dark Patterns & How It Impacts PPC | 21st October 2025"},"content":{"rendered":"\n

Advertisers are constantly navigating a landscape where platforms are making subtle yet significant changes that reduce our control. These changes or dark patterns can shape how advertisers manage their campaigns and influence performance in ways that aren\u2019t always transparent. During this week’s PPCChat session, host Julie F Bacchini<\/a> have unpacked what this means for PPC professionals and why awareness of these patterns is more critical than ever.<\/p>\n\n\n\n\n\n\n\n

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Here is the article which inspired this topic: https:\/\/searchengineland.com\/google-ads-to-auto-generate-videos-from-existing-demand-gen-image-ads-463532<\/a><\/p>\n\n\n\n

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Q1: What do you consider to be a \u201cdark pattern\u201d used by platforms?<\/strong><\/h4>\n\n\n\n
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How are you defining “dark pattern”? @revaminkoff<\/a><\/p>\n\n\n\n

I consider anything that a platform does that is tricky by design to be a dark pattern. So for example when they make default settings best for them like geographic settings or something like that. @NeptuneMoon<\/a><\/p>\n\n\n\n

Or when it is really hard to find where to change a setting like automatically applied recommendations as an example. If I have to click through 3 levels and only use the 3 little dot menus to do it? Dark pattern. @NeptuneMoon<\/a><\/p>\n\n\n\n

Hidden settings (the setting to turn off automated assets comes to mind), automated assets themselves (we should have to opt in to these, they should not be turned on by default), spending on channels we don’t want – thinking of the setting in Meta where they’ll spend 5% of your budget on platforms you opted out of..@beyondthepaid<\/a><\/p>\n\n\n\n

Default Opt-Ins (Location Targeting, etc.) Nudges to auto-apply\/best practices for all accounts. Making things that are beneficial for the revenue of the platform more visible and granular control hard to find using UX\/Psychology, etc. Nudge & Sludge. Trust the algorithm….@alimehdimukadam<\/a><\/p>\n\n\n\n

Hidden settings 100% – like person physically in a location vs. person “interested in” a location. also auto apply recommendations @revaminkoff<\/a><\/p>\n\n\n\n

This is from the Google Ads \u201chelp\u201d document on auto-generated video assets. Note what it says – you can only opt out if you supply video assets for PMax for example. @NeptuneMoon<\/a><\/p>\n\n\n\n

\"Google<\/figure>\n\n\n\n
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Another one is having to do 2FA just to change a budget. @beyondthepaid<\/a><\/p>\n\n\n\n

Yeah, the algorithms can auto-apply and increase bids\/budget. But if we do it – confirm your identity\u2026@alimehdimukadam<\/a><\/p>\n\n\n\n

I think there are 2 categories:<\/p>\n\n\n\n

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  1. Intentionally misleading (bad UI that manipulates behavior)<\/li>\n\n\n\n
  2. Intentionally profiteering (e.g. Demand Gen auto-video creation)<\/li>\n<\/ol>\n\n\n\n

    The former is a big no-no for me, and I think (hope) most consumers can ID and avoid these manipulations. The latter should also be identifiable for advertisers\/ad-adjacent folks. In the case of Demand Gen, it’s the same story of Google attempting to monetize (currently) underutilized inventory. They’ve sunsetted VAC, and now are semi-forcing advertisers back into video inventory through Demand Gen. @teabeeshell<\/a><\/p>\n\n\n\n

    @teabeeshell<\/a> It was also frustrating that they sunsetted VAC… though profiteering, to your point.. @revaminkoff<\/a><\/p>\n\n\n\n

    Blatant cushion shaking.. @beyondthepaid<\/a><\/p>\n\n\n\n

    In Google’s defence, I see many underdeveloped Demand Gen campaigns. For whatever reason, YouTube Channels remain grossly neglected by brands, often in favor of IG\/TT. When advertisers (en masse) put forth Demand Gen campaigns without any\/enough video assets…Google does shady things like this. @teabeeshell<\/a><\/p>\n\n\n\n

    I also think that there needs to be space still for non-video image-based campaigns that get a shot at all the inventory, say PMax does. Not everything needs video, nor wants to manage it. BTW, if you want to opt out of the Demand Gen auto-creating video, you have until the 31st to do so. @NeptuneMoon<\/a><\/p>\n\n\n\n

    @NeptuneMoon<\/a> – These settings in Demand Gen afford a remarkable amount of control. You can basically mix and match to your heart’s content.  @teabeeshell<\/a><\/p>\n\n\n\n

    \"Demand<\/figure>\n\n\n\n
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    YT is valuable when used correctly – I just published an article on Search Engine Land about that today. It’s the auto-generating I don’t like. @beyondthepaid<\/a><\/p>\n\n\n\n

    But Demand Gen also worked really well when it was Discovery and didn’t allow Video Assets – so all of these “upgrades” Google is making to allow “more assets” don’t necessarily help. I love YT but it’s not the same as a carousel Discovery \/ Demand Gen ad — and they both have their place..@revaminkoff<\/a><\/p>\n\n\n\n

    It\u2019s good for Google to be able to put ads in the most places from the greatest number of campaign types. Is it good for advertisers? Maybe, maybe not\u2026@NeptuneMoon<\/a><\/p>\n\n\n\n

    It does concern me that this SEL article is the first I’m hearing about the autocreated video assets — even when we have clients who will be affected and just met with their reps yesterday…I think Google not telling advertisers about changes might be the ultimate “dark pattern”..@revaminkoff<\/a><\/p>\n\n\n\n

    @revaminkoff<\/a> – You can create Demand Gen campaigns sans video, see above SS..@teabeeshell<\/a><\/p>\n\n\n\n

    We will have to see how well Demand Gen does if you don\u2019t choose all the options too. Just because you can do it a certain way does not always mean it will perform well, as we have seen before. So test and see! @NeptuneMoon<\/a><\/p>\n\n\n\n

    A lot has been said, but for me: @Ichasse<\/a><\/p>\n\n\n\n

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    1. hiding settings where you could turn off certain things (example: location you have to click another button to select in or interest in, another is expanded links, etc). When they hide it, then it means it makes them money and probably not you.<\/li>\n\n\n\n
    2. The constant increases in CPC costs for no reason.<\/li>\n\n\n\n
    3. Hiding search terms by using privacy as your shield, so we don’t question it.<\/li>\n\n\n\n
    4. Changing match types.<\/li>\n\n\n\n
    5. Prioritizing certain campaign types.<\/li>\n<\/ol>\n\n\n\n

      @teabeeshell<\/a> 100% – but my point is that those do in fact work well and differently, so Google trying to auto-add\/create videos is frustrating. @revaminkoff<\/a><\/p>\n\n\n\n

      Auto-select features could be include for novice users who don\u2019t know better. Usually, dark patterned are any design that makes it harder for the user to pick the \u201cright choice\u201d that won\u2019t waste their money..@duanebrown<\/a><\/p>\n\n\n\n

      Are there any Microsoft-specific “dark pattern” elements you’d like me to elevate to our product team? @navahhopkins<\/a><\/p>\n\n\n\n

      @navahhopkins<\/a> not a dark pattern per se, but when importing campaigns from Google, I noticed a few issues @alimehdimukadam<\/a><\/p>\n\n\n\n