40 Things Under $25 You'll Want To Buy During Prime Day
amazon.com
Promising review: "The Alexa Fire Stick might be the greatest invention since drive-thru coffee. I plugged it in, blinked twice, and boom — it was up and running. I didn't need a tech degree or a YouTube tutorial narrated by someone whispering in a British accent. Setup? Ridiculously simple. Navigation? Smooth like jazz. Lag? Nonexistent. This thing moves faster than I do when someone says, 'Free snacks in the break room.' I press the mic button and say, 'Find mystery shows,' and Alexa serves them up like a psychic with a popcorn addiction. No scrolling, no back-and-forth, no spelling out titles like I'm on Wheel of Fortune. The layout is clean and makes actual sense. Everything I want is right there. It's like it knows I'm too tired to think after 8 p.m. and hands me exactly what I didn't know I needed. Bonus: It's tiny. I've lost it in the couch cushions twice, but it always comes back. Like a loyal little entertainment boomerang. If you're tired of complicated remotes, laggy interfaces, and shouting, 'WHERE IS NETFLIX?' into the void — get this. Easy. Fast. Zero drama. Just like I pretend to be in real life." — momsaysitsgood
Price:$24.99 (originally $49.99)
Amazon
Promising review: "I've tried so many face washes over the years, and most either dry my skin out or leave me feeling like I haven't washed at all. This one from Kiehl's is the perfect balance: gentle, effective, and suitable for all skin types. It leaves my face feeling clean but never tight or irritated. I actually discovered Kiehl's by accident while looking for a deodorant (which is also fantastic, by the way), and now I'm loyal to several of their products. If you're looking for a reliable, everyday face wash that just works, this is it. Highly recommend." — KKology
Price:$16.90 (originally $26)
amazon.com
amazon.com
amazon.com
Check out this TikTok of Mikayla Nogueira's review of this foundation.
Promising review: "I struggle with finding a foundation that's not orange. Someone recommended I try a Korean product and this started going viral around the same time. I lucked into a perfect color match on the first try, but I've learned there are sample packs if you aren't sure about the color.The coverage is incredible. It was very lightweight, not heavy at all. It did settle into my under-eye wrinkles without primer so if you're older that's something to keep in mind. Overall beautiful and long-lasting. This will be my go to foundation from now on." — AJ Bond
Price:$10+ (originally $25, typically $19.99 on Amazon; available in 40 shades and a mini size) — and shop all the TirTir deals here
amazon.com
FYI, depending on your situation, water may be enough to rehydrate you! Read more about electrolyte-enhanced drinks and hydration at Cleveland Clinic.
Promising review: "Liquid I.V. does an amazing job hydrating. I purchase their product for 40+ employees who work in a construction-related industry. Hydration is so important while working in the hot Georgia Sun, and this product aids in this 100%. Now, let's talk about the firecracker flavor! When we produced these for our crew, ages 23–60, all of their eyes lit up, and they were super excited. Many of them did not know this flavor existed. Quite honestly, I didn't either until I came across them on Amazon. They all loved the flavor. In particular, the ones who were older kept telling me it tasted like their childhood. Seriously, who hasn't stood outside an ice cream truck ordering the Firecracker Popsicle?" — Disney Diva
Price: $16.54 for 16 packets (typically $23.62; available in 10 more flavors) — and shop all the Liquid I.V. deals here
Amazon
Amazon
Craftmix is a small business that specializes in instant drink mixers.
Promising review: "Excellent! I was so surprised how tasty this mix is. This tastes like it is made with fresh espresso." — Randie
Price: $13.59 (typically $16.99; available in eight other flavors and a variety pack)
amazon.com
Promising review: "I've been using this wireless charging station for a few weeks now, and I couldn't be happier. It charges my iPhone, AirPods, and Apple Watch all at the same time — no messy cables, no overheating, and no guesswork about placement. Just drop the device on the pad and it starts charging instantly. What really impressed me is how fast and consistent the charging is. My phone goes from 20% to 80% noticeably quicker than with other chargers I've tried, and it never disconnects or stalls. The build quality feels solid, and the design looks great on my nightstand — clean, modern, and minimal." — Akiena K
Price:$14.38 (originally $25.99; best deal on the black color — be sure to hit "redeem" on the 20% off promo code for the full discount)
amazon.com
amazon.com
Check out a TikTok of the Tumella Umbrella in action.
Promising review: "Why would anyone want to purchase another umbrella with the warranty this one gives? Not like you will need the warranty with this build quality. Almost every umbrella I have owned has five, maybe six, thin metal rods held together with a tiny pin to form the frame. This thing has reinforced ribs, is as light as you can get, looks great, and all at a low price. Yeah, this is all I need." — E. Smoker
Price:$14.98+ (typically $29.99; available in 25 colors and packs of two)
Check out a TikTok of the laundry spray in action.
Puracy is a Texas-based, family-owned business specializing in plant-based, chemical-free, hypoallergenic home products, with a donation made to local families in need with a portion of every purchase.
Promising review: "This is absolutely the best stain remover I ever used. I had shirts that looked like they had oil stains on them. I tried other stain removers without luck. When I got Puracy I pre treated the stains then put a little more in and washed. The stains were completely gone. I was able to wear the shirts again!!" — Amazon Customer
Price:$9.99+ (typically $13.99; available in different sizes) — and shop all the Puracy deals here
amazon.com
amazon.com
Promising review: "These are the comfiest pants. I usually buy big baggy sweatpants because I hate the tight cinching around my stomach from leggings or other tight pants. But the sweats are not as cute and don't give you the nice booty visual. I hesitantly bought these pants because the reviews raved about how comfy they were, and the reviews were absolutely right! These are tight around my waist, but not in a way that's uncomfortable at all. They sit nicely. They also give you a bangin' booty, whether you have one or not! Highly recommend this product. Good price for the quality." — Sarah
Price:$14.23+ (typically $28.99+; available in women's sizes XS–XXL, three inseam lengths, and 23 colors)
amazon.com
Promising review: "I absolutely love this top! Saw it in a few TikTok videos and decided to try. I have it in white, nude, coffee, and black. I love wearing it under blazers for interviews." — Abryana Marks
Price: $14.99+ (typically $24.99; available in women's sizes S–XXL and 18 colors)
amazon.com
amazon.com
Promising review: "I have the Skims bodycon as well, and this is a great alternative! The Skims dress is ribbed, and the fabric is thinner and softer, but I don't think that the Skims dress quality increases proportionally with the higher price point. If I were to purchase another bodycon dress, it would hands down be this one. It hugs my figure beautifully and can be layered and styled for all seasons. It's one of the most versatile pieces in my wardrobe!" — Makayla Curtis
Price: $19.99 (typically $24.99; available in women's sizes XXS–XL and in nine colors). Amazon
Promising review: "Soooo pretty. It's 100% [similar to] Swarovski for so cheap. Looks exactly like the photo and I wear it every day." — Trysten Walters
Here's what BuzzFeeder has to say:
"For what it's worth, Pavoi — the company behind this piece — has gone TikTok viral time and time again for its classic, modern, and expensive-looking pieces. I personally own almost all my "daily wear" jewelry from Pavoi and swear by it. Everything is so easy to accessorize and makes my outfits look and feel so much more put together, and the pieces are so durable that they're easily worth twice what I paid. Check out the rest of Pavoi's line of jewelry for more options, including earrings, bracelets, and anklets!"
Price: $14.74+ (typically $22.45)
instagram.com
instagram.com
When applying, use the tip of the pen to create a thin line. For a bold, thicker line, apply with slightly more pressure.
Promising review: "Sheer perfection. Super easy to apply. I was never good with these type of eyeliners, but after reviewing this product I figured I will give it a try...and OMG...best eyeliner I ever owned. It goes on smooth with a sharp line, no messing up. From the first time I applied it I couldn't believe how well it worked. Cat-eye done in a second or two...No need to re-apply or fixing it later as it stays on nicely all day. I use it with the little black palette from Lorac, which came with primer, and I am not sure if that helps but I put my eye shadow on, then eyeliner and I am good to go. It stays put ALL DAY, just as the name promises. And as other reviewers mentioned, using this product you will be a pro in applying eyeliner in no time. That's how nicely it goes on. I can't say enough good things about it!" — BeataR.
Price:$16.80 (originally $24)
Amazon
Amazon
Amazon
I loooove this essence for whenever I need an added boost of hydration. It absorbs into the skin beautifully!
Promising review: "This product is everything everyone says it is and more. If I could recommend one product that is the key to glass skin, it would be this. It gives an immediate glow, and makes the skin look so supple and healthy. The texture wasn't off-puting for me, but it is a bit slimy and stringy when you first pump out the product. It absorbs pretty quickly and doesn't leave a sticky residue, and it is unscented. Can't say enough good things about this product and the brand. You need this product in your life!" — Sarah Deeb
Price:$12.99 (originally $25) — and shop all the Cosrx products deals here
amazon.com
Promising review: "If you're looking to stay organized on the go for yourself or with kids, I cannot recommend this enough! I've used packing cubes before that were poor quality. The quality of this product exceeded my expectations. The material and zippers are lightweight yet durable. Packing for my daughter and me on our last trip was a breeze with these packing cubes! Highly highly recommend!" — es86
Price: $14.44 (originally $24.99; available in 17 colors — not all colors on sale)
Amazon
Amazon
Promising review: "I LOVE this! I wasn't sure if it would work or be good because it blew up on TikTok, and I usually don't trust TikTok recommendations. However, this is amazing! It's not sticky, how I thought it might be, but it's not too buttery either. It stays on ALL night, which is a huge win for me because I sleep on my stomach and usually lip masks rub off at night. But this stays! It's really great and my lips feel so soft! I definitely recommend. Especially if you struggle with dry, flaky lips like me." — Samantha Garver
Price: $16.80 (originally $24; available in four flavors, including Peach, Berry, Grapefruit, and Gummy Bear) — and shop all the Laneige deals here
Amazon
Check out a TikTok of the Laneige Neo Blurring Powder in action.
Promising review: "I loved this setting powder, it blurred my pores and blended my makeup so well that even my husband noticed. Wow! I will be buying more before people find it and sell it all out, hehehe." — Charlotte Laim
Price: $17.50 (typically $25)
amazon.com
amazon.com
It includes four bottles and one nozzle.
Promising review: "Dawn Platinum Powerwash Dish Spray is my new go-to for tackling grease efficiently. It's fast, easy to use, versatile, and smells fresh — plus, the refillable bundle saves money and reduces plastic. Highly recommended for busy kitchens or anyone who hates scrubbing!" — Zaily B
Price:$11.61 (originally $17.50)
amazon.com
Note: These typically go up to 32% off during Cyber Week and Prime Day, but they are SUPER popular, so this might be a good time to stock up before the word gets out 👀.
Promising review: "Caught wind of this on TikTok and decided to give it a whirl. Honestly, it's pretty solid! It really makes my skin look tight and shiny, like I just came out of a professional facial. It's an overnight mask, so yeah, it does have to stay on for a while, which is a bit of a hassle, but the payoff? Totally worth it. My skin feels more elastic, and the pores look minimized, too. If you don't mind the long wear time, this mask could be a game changer for your skincare routine!" — Nala
Price: $13.30 for a set of four (typically $19; sometimes $15.20 at Amazon)
amazon.com
Promising review: "Magic potion. Where has this been all my life? This stuff is amazing! At 31, I am trying to take care of my skin more as I noticed my face looks "tired." I started to use this and saw immediate results. I apply it after washing/using a derma roller and follow up with applying moisturizer afterward. My husband has even noticed a difference after using for a week and has said things like "your face is glowing", "your face looks radiant", "you look different, younger", "whatever you are doing is working". Bottom line, if you're in search of an anti-aging serum, stop looking and buy this." — J.D.M.
"I struggled with acne for over 12 years. I tried medications, pretty much every skincare line out there, but thanks to a random girl on TikTok, I found this product and will never go back. This is the only serum that has helped clear my scars! I never write reviews, but because I noticed a difference within days of using, I had to write one. I'm only on month two, and I have seen a noticeable difference. My skin looks clear/lighter/glowing/young for the first time since my preteen years. I use this vitamin C serum and a simple wash and moisturizer/sunscreen every day, and that's it!" — Rebekah
Price: $24.99 for the 2-ounce bottle (typically $37.36)
amazon.com
Check out a TikTok of the serum in action.
Promising review: "Literally, the best hair product you can possibly get that is affordable and doesn't leave your hair greasy — it makes it shiny and super soft. After I get out of the shower when my hair is still damp I put some on my ends and work the rest up into the top of my head. Sometimes I blow my hair dry after I get out of the shower and put it on and then after I blow dry I put it on some more, and it looks absolutely beautiful — no greasy hair here. My hair type is fine and gets oily really fast and yet somehow this product tames it a bit and keeps it looking healthy for days! Will purchase again and again!!!" — Tara Klein
Price: $12.94 (typically $18.99; available in two sizes, a mist style, and four other formulas) — and shop all the Mise En Scene deals here
amazon.com
Promising review: "I could kick myself for not trying this sooner! It is my new favorite lotion... After one night of using this, I woke up to smooth, soft moisturized skin that wasn't itchy at all. This lotion goes on and absorbs beautifully. It's not too thin or thick, and the scent is sensational... It's not greasy or slick and does not have a residue that pills or transfers." — TickTokAlice
Price: $13.80 (typically $19.99)
amazon.com
You can either use it as a scent inhaler or rub it directly on the tip of your nose for relief.
Check out a TikTok of the nausea relief inhaler in action.
Promising review: "Took this on my first cruise. Anytime that I started to feel woozy I'd reach for it. I'm sure the required act of deep breathing helped a lot - and breathing in the fragrance of the essential oil is very calming and effective. Worked for me! Wonderful!" — Willy&Lilly
Price: $9.74 for a pack of two (typically $12.99; also available in a pack of four)
amazon.com
amazon.com
Check out a TikTok of the wrinkle balm in action.
Promising review: "Okay! So I was skeptical at first, but honestly, this stick is life-changing!!! In a matter of minutes, my skin felt hydrated and plumped. After an hour, still hydrated. No greasy after feeling, very light, and you can feel your skin hydrated and absorbing. I love the fact that you can use it on your eyes, lips, and wrinkles!! Game changer for me, will def try the others!" — Kristy
Price: $14.99 (originally $22.99; available in five styles)
amazon.com
Promising review: "These bags hold a ton! They are easy to carry, the plastic window makes them very convenient for storage, and they fold up into neat thin squares when not in use. These are a lot more convenient than plastic boxes and can hold an unbelievable amount of stuff." — Daddy's Car
Price: $18.69 for a set of six (typically $29.99)
amazon.com
amazon.com
Check out a TikTok of the Airy Sunstick Smoothing Bar in action.
Note that the AAD recommends using at least SPF 30 and reapplying as needed for skin protection. You can read about sunscreen myths and facts from dermatologists for more information!
Promising review: "NO WHITE CAST! I've been looking for a stick sunscreen and this was just exactly what was needed!! I'm a medium-toned Black woman and looking for something without a white cast is always a challenge. I have applied it on my bare skin and there isn't a white cast at all! It's a 'soft matte' finish, for sure, and looks like natural skin. Like you're not wearing anything at all." — Martina
"One of the best facial sunscreens I've ever used. The design is amazing and contours your face perfectly. It works well on its own or layered under makeup. No issues with clogging my pores or breakouts. I wore it on a trip to Mexico, and it did its job flawlessly. I will repurchase again and again." — Tlong
Price: $11.99 (typically $17.02; also available in two-packs)
amazon.com
amazon.com
Check out a TikTok of the plug-in fly trap in action.
Promising review: "I can't say enough wonderful things about these handy little bug catchers! They are simple to use, cheap to refill, and catch a ton of small bugs and flies. I have eight of them now, all around my house! It's a little gross how many tiny flying insects are around…but it makes me feel a lot better now that I have these!" — Chris H.
Price: $11.39 (typically $15; also available as a two-pack)
amazon.com
Promising review: "Took years off my eyes! This product is so reasonably priced. I came across a TikTok promoting this and decided to take a chance since the price was super reasonable. My eyes looked brighter in a good way, and the concealer worked so well that I felt I looked younger. I got compliments from friends asking what I did differently with my makeup. I recommend it." — Placeholder
Price: $4.80 (originally $6; available ih four shades) — and shop all the Catrice deals here
amazon.com
amazon.com
It's got two sides — one that can wipe off all your makeup with water and a light scrubbing, and another that exfoliates your skin. Plus, all you have to do when you're done using it is wet it and hang it up to dry! No more wasting money on icky washcloths that hurt your skin!!! I can hear your pores singing from here.
Promising review: "I bought this as a gift for a friend after another friend gave me one a couple of years ago. I have used mine every night for several years, and it's still amazing. I just use one area each night to take off my eye makeup and then use the reverse side to wipe off my face before applying lotion for the evening. I love that I'm not using chemicals on my face, and it's super environmentally friendly because I just wash it weekly with my towels, and it's like new again. Everyone should have one of these. Now, I give them as gifts." — katieheff
Price:$14 (originally $20, available in 15 colors)
amazon.com
amazon.com
Note: This is a repairing treatment, NOT a conditioner! To use, apply it before your shampoo to damp, towel-dried hair, let it sit for at least 3 minutes (up to 10 for maximum results), then follow it up with your go-to shampoo and conditioner. It's designed for all hair types.
Promising reviews for No. 3 Hair Perfector: "This tiny little magical oil has done everything it promotes, plus much, much more! I can't live without this now! I've been using it on my very thin, dried-out, frizzy curls — it solves it all! My hair after one use was noticeably different but now it looks thick, healthy, shiny, and after six weeks of using it twice a week. It looks like I got a fresh haircut! My hair is noticeably healthier, and other people see a difference! Don't hesitate to get this! I wish I had it sooner!" — Katie
"I'm transitioning to natural, and Oplalex is great for restoring moisture and helping with breakage. I have 4c delicate hair, and this product is perfect. Especially great in restoring my hair nutrition when coming out of protective hairstyles." — Jeanette
Price:$21 (originally $30) — and shop all the Olaplex deals here
Amazon
Amazon
Touchland is a small business that specializes in hand sanitizers.
Check out a TikTok of Touchland in action.
Promising review: "Touchland's hand sanitizers are absolutely beautiful! Not only is the packaging functional for travel, but it's pretty! Absolutely no issues with the product or the design of the packaging leaking, and it's extremely easy to use! No sticky residue, and your hands feel completely hydrated and soft after each use. I'm especially impressed with this perk, considering most hand sanitizers leave your skin feel tight and dry. No leaks, great hydration, phenomenal fragrance…. what's not to LOVE!!!? 🤍 SPOIL YOURSELF, NO EXCUSES NECESSARY!" — Briana R.
"I love the light fragrance of this sanitizer and how it doesn't dry my skin. Definitely will buy again." — Lindsey Ogden
Price: $11.20 (typically $16; available in Lily of the Valley and Rose scents) — and shop all the Touchland deals here
amazon.com
amazon.com
Check out a TikTok of the Color Wow Dream Coat Supernatural Spray in action.
Promising review: "I rarely — I don't think ever — rave about a hair product, but this is an exception. I got it to smooth out the frizzies in my hair, and it performed above and beyond my expectations. I'm not a fan of the price, but I'll keep buying it because it's worth it. I highly recommend this product!" — CheckFirstWithAmazon
Price: $19.60 (originally $28) — and shop all the Color Wow deals here
Psst — you can also get this in an "extra strength" version and a curly hair version, both of which are also 30% off!
amazon.com
Promising review: "I purchased this item because my job went from hybrid to work from home. My internet router is located in my master bedroom, but my office is in the middle of my house, meaning I didn't have a strong signal for work. I called my internet provider, and they wanted to charge me a lot of money to extend the internet across my house. I ended up buying this extender to help with the signal. I'm glad I purchased it because now I have coverage on the other side of my house. It was easy to install, and the app is super simple, all for a great price. Thanks to the TP-Link extender, without it, I would've had to go back to work at the office." — Jary
Price:$19.99 (originally $29.99) — and shop all the TP-Link deals here
amazon.com
amazon.com
Promising review: "I rent and can't install a motion light outside my door. I don't like leaving my porch light on all the time, just in case it's dark when I come home. This is the perfect alternative. I can set it to come on at dusk and turn it off at a specific time. I turned the brightness down to light just my doorway, so as not to disturb my neighbor. I love that it can be controlled with Alexa, too. Great light!" — Kit
Price:$22.99 (originally $29.99; also available individually)
amazon.com
Read more about how biotin shampoo could help with the fullness of hair at Cleveland Clinic.
Maple Holistics is a small business that specializes in beauty products with all-natural ingredients. Check out a TikTok of the biotin shampoo in action.
Promising review: "After using this for the first time, I knew it was worth the price. It's wonderfully luxurious! The shampoo is not runny, which is good because you have to leave it on the lathered hair for at least three minutes, and it doesn't get in my eyes during that time. The smell is not strong or medicinal; it is pleasant enough. It doesn't seem drying to my hair like some of the volumizing shampoos I've used. This product makes my hair feel so good and look so healthy. I will be buying this again!" — Rachel Elaine
Price: $9.99 (typically $13.95; available in three scents).
Psst — reviewers mention this is most effective when paired with a scalp massager to work it into their roots!
amazon.com
Promising review: "One or more of your kitties is AWOL? Shake the treats. Someone slipped out the door when it was opened? Shake the treats. Why do they look like they're about to fight? Shake the treats. How did you train the calico to sit on command? Shake the — okay, no, we didn't shake them then, but they still worked wonders." — Cyndi
Price:$6.36 (originally $8.48)
Amazon
Promising review: "This product is the best acne remedy I have ever used on my face! I am 23 years old, and I have struggled with stress for years, and it has caused cystic acne. I have tried so many different products, and I have pretty sensitive skin. These patches have relieved so much pressure in my acne and have cleared them up beyond words! Seriously, these honestly work!! I will be a loyal customer for sure. I cannot thank this product enough. I just got over my period and had awful cystic acne. Usually, my acne would be in pain for a whole week after my period... I used these patches right away when I felt pressure in a spot on my face. My period is now over, and my face is completely cured and healing with minor scars!! I am so confident and feel relieved!" — Loyal Amazon Customer
Price: $10.08 for 36 patches (typically $12.99; also available in larger multipacks) — and shop all the Mighty Patch deals here
amazon.com
amazon.com
Promising review: "It's gross in the most spectacular way. The amount of disgusting gunk that came out of my face was appalling and I instantly gagged. However, my nose has never felt so clean and smooth for consecutive days. If you have oily skin I definitely recommend washing your face first and apply it to the nose before moisturizing the rest of your face. If I could give this 10 stars I would. Everyone is getting this for Christmas….maybe because it's not cheap." — Justina
"Saw it on TikTok and already use their acne patches, so I was sold. Works just as well. I'd highly recommend them!" — Sara Fox
Price:$13.24 for 10 patches (originally $16.55)
amazon.com
amazon.com
Promising review: "This may be my favorite purchase of the year. I can't ever seem to time hard-boiled eggs right, even though it should be so easy. And I always would say I'm going to make a bunch, but I never would. Then I got this little beauty. I can make hard-boiled eggs, soft-boiled eggs, medium-boiled eggs, and I can even make the easiest little omelette, and I don't need the stove! This little device makes it so easy for me to start my day off with a healthy, protein-filled breakfast. I love this thing." — Amy L
Price:$11.99 (originally $14.99) — and shop all the Tasty deals here
Amazon
It has a 5-foot extension cord and mounting screws should you want to mount it.
Promising review: "This power strip feels incredibly well made, solid construction all around. The extension cord length is as advertised, thick, durable, and clearly built to last. Devices plug in securely and stay firmly in place, which is something I really appreciate. I use it under my home office desk, and it's been reliable from day one. If I ever need another, I'll definitely buy this one again." — Trevor
Price:$23.99 (originally $29.99)
The Very Best Prime Day Deals To Shop Right Now
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I'm A Beauty Writer. These Are The Prime Day Deals That Are Actually Worth Your Time.
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- Time Business News
Leveraging Google Ads Performance Max Campaigns for Better Conversions
In the ever-evolving landscape of online advertising, marketers are constantly seeking innovative ways to drive better results. One of the most transformative tools in Google's advertising arsenal is the Google Ads Performance Max campaign. Launched to offer advertisers a goal-based campaign type that allows performance optimization across all Google inventory, Performance Max is changing how businesses approach digital advertising strategies. This article dives deep into how you can leverage Google Ads Performance Max campaigns to boost your conversion rates, maximize ROI, and gain deeper insights into consumer behavior. Whether you're an in-house marketing team or part of a digital agency, understanding the inner workings of Performance Max can give you a crucial edge in today's competitive market. Traditional Google Ads campaigns, such as Search, Display, and YouTube, each require separate setup, targeting, and creative assets. In contrast, Performance Max consolidates all of Google's ad channels into a single campaign. This means your ads can appear across Search, Display Network, YouTube, Gmail, Maps, and Discover, all while using a single campaign setup. The real power lies in machine learning—Performance Max uses Google's AI to optimize bids, placements, and creative combinations in real time, based on your conversion goals. Unlike previous campaign types, Performance Max doesn't rely heavily on keyword-based targeting. Instead, it utilizes audience signals and intent-based data to dynamically serve the most relevant ads. You provide the assets—headlines, descriptions, images, videos—and Google's algorithm takes care of the rest. It tests thousands of combinations to identify which creatives resonate best with different audience segments across various channels. To get the most out of a Performance Max campaign, it is essential to provide high-quality assets and detailed audience signals. Your text, visuals, and video should align tightly with your business goals. Google recommends using all available asset types—headlines, descriptions, images, logos, and videos—because more diverse creative assets give the system more flexibility to optimize performance. Adding audience signals doesn't limit your reach but helps the system learn faster by suggesting who you think might convert. These can include custom segments based on recent website visitors, previous converters, or customer match lists. The more informative your audience signals, the more effectively Google's AI can accelerate the learning phase. Additionally, conversion tracking must be robust. If you don't already have enhanced conversion tracking set up, now is the time. Feeding the system with accurate data ensures it learns what actions matter most—whether that's purchases, form fills, phone calls, or newsletter signups. With Performance Max campaigns, your creative assets are no longer confined to one ad type or channel. Google's AI dynamically assembles and displays your creatives across its network based on real-time performance indicators. This increases the importance of crafting diverse and compelling content. Your headlines and descriptions should clearly highlight your unique selling proposition, benefits, and calls to action. Visual assets, including both images and videos, should represent your brand professionally and engagingly. Google recommends at least one video asset, and if none is provided, the system may auto-generate one—which can be less impactful and brand-aligned. To further elevate performance, A/B test different sets of creatives in separate asset groups to see which messaging and design approaches yield the best results. Monitoring how different creative elements perform over time can help refine your overall messaging strategy. Performance Max campaigns run on smart bidding strategies such as Maximize Conversions or Maximize Conversion Value, optionally combined with Target CPA or Target ROAS goals. The algorithm uses signals from past performance, user behavior, device, location, and time of day to optimize in real time. For advertisers accustomed to micromanaging bids and placements, this can feel like a loss of control. However, smart bidding, when paired with clearly defined goals and sufficient conversion data, can drastically improve efficiency and ROI. It's crucial to allow the algorithm a learning period of at least two weeks, during which performance may fluctuate. Avoid making major adjustments during this time. Once the campaign stabilizes, regularly evaluate performance reports and adjust your budget toward the most profitable asset groups or audience segments. One of the criticisms of Performance Max is its lack of transparency. Unlike standard campaigns, it doesn't allow granular breakdowns of where your ads are showing or which assets are driving conversions. However, Google has gradually improved this with the introduction of the Insights page, asset group performance reporting, and audience segment reports. Use these insights to understand which combinations are working and which need refinement. Though you may not get full placement transparency, patterns in performance can still help optimize your campaign structure and creative assets. It's also essential to monitor for cannibalization. Performance Max can overlap with other campaigns—especially brand search—so setting up campaign exclusions and using performance reports to monitor for overlap can help keep your data clean. Performance Max campaigns are particularly effective for e-commerce brands using Merchant Center feeds, as they integrate seamlessly with Google Shopping. When connected, the campaign can automatically pull product titles, descriptions, and pricing to enhance ad delivery. The ability to showcase products across Search, YouTube, and Discover simultaneously boosts visibility and conversion potential. For lead generation, it's equally powerful. You can direct users to optimized landing pages, track form fills, and even use lead form extensions within the ad itself. Businesses offering services, courses, or consultations—such as those running a Digital Marketing Course in Chandigarh—can benefit from higher conversion rates due to more personalized and dynamic targeting. One of the most important things to remember is to continuously test and refine your asset groups. As user behaviors and search trends evolve, so should your creatives. Always ensure your website and landing pages are fast, mobile-optimized, and conversion-friendly to support the traffic generated from your campaigns. Additionally, use Performance Max in conjunction with other campaign types. While Performance Max is powerful, it works best as part of a holistic Google Ads strategy. For instance, maintain separate brand campaigns to preserve control over search intent and use remarketing lists to reinforce touchpoints with returning users. Regularly monitor conversion paths and attribution reports within Google Ads and Google Analytics 4 (GA4) to understand how Performance Max contributes to your overall funnel. Integrating offline conversion data through enhanced conversions or Google's API can further empower the campaign to optimize for real business outcomes. In summary, Google Ads Performance Max campaigns represent a significant evolution in digital advertising. They offer a streamlined, AI-powered solution that leverages Google's entire inventory to maximize conversions with minimal manual effort. By focusing on high-quality creative assets, accurate conversion tracking, and strategic audience signals, businesses can unlock unprecedented performance. While it may take time to fully adapt to the automation-centric nature of Performance Max, the results—when managed correctly—speak for themselves. Whether you're an e-commerce business, a service provider, or even promoting educational programs, Performance Max offers a flexible and future-ready solution to drive better marketing outcomes. For marketers who want to stay ahead of the curve, learning how to fully utilize this campaign type is no longer optional—it's essential. Consider expanding your expertise through certified training or a specialized digital program to sharpen your edge in modern advertising. TIME BUSINESS NEWS

Wall Street Journal
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- Wall Street Journal
BP Names Albert Manifold Chairman to Succeed Lund
BP named Albert Manifold as its new chairman, replacing Helge Lund from the start of October. The appointment comes as the British energy major slashes green spending and pivots back to oil amid pressure from investors. Lund, regarded as one of the key architects of BP's now-jettisoned strategy, said in April that he would be stepping down.


CNBC
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European small caps surged this year — and could have further to run, Goldman Sachs strategist says
European small-cap stocks have outperformed this year and are poised to continue their winning streak, according to a senior Goldman Sachs strategist. Speaking to CNBC's "Squawk Box Europe" on Thursday, Sharon Bell said a weak dollar and expectations of an improving regional economy were giving "a little bit of a kicker to small caps." "So small caps in Europe have outperformed this year, which is very different from the U.S. … [where] it's the mega caps that have done very well," she said. "Small caps tend to be more domestic — they tend to be euro earners in Europe, and the euro has done well. If you're a dollar earner, you're a big-cap international company. Translating that back into euros when the euro has been so strong [will have] been painful for you this year. So that's one reason small caps have done well." MSCI's Europe Small Cap Index, home to stocks from across the region including British real estate platform Rightmove and Swiss real estate firm PSP Swiss Property , has gained around 13% since the beginning of the year. The German SDAX index, comprised of 70 small cap companies, has gained close to 32% so far this year. In comparison, the pan-European Stoxx 600 is up 7.9% in the year to date, while the U.S. S & P 500 index has added around 7%. Bell also noted that part of small cap stocks' appeal right now is that they remain cheap relative to large and mega-cap companies. "The large caps [are] at all at all-time highs and extremely stretched in valuation terms," she told CNBC. "And of course, when you get a little bit cheaper versus the large caps, you become big targets. And we have seen a pick-up in M & A [which] I do think will continue to improve next year, and in the end, all small caps get bid up when you start seeing people's expectations for M & A improve." According to data from professional services giant PwC, global M & A volumes fell 9% year-on-year in the first half of 2025, but deal values were up by 15%. In the EMEA region, volumes and values were down 6% and 7%, respectively, compared to the first half of 2024. PwC attributed this largely to a drop in the number of megadeals in the U.K. compared with the previous year. Bell isn't alone in seeing opportunities among small European firms. Bank of America's July European Fund Manager Survey found that a net 44% of respondents expect small caps to outperform large caps over the next 12 months. The regional survey included responses from fund managers who collectively manage assets worth $172 billion. That view marks a massive pivot in position on small cap stocks. Just one month earlier, only 7% of fund managers told BoA they believed small caps would outperform. BoA strategists said in the report on the survey findings that there was currently "a clear preference for European cyclicals, value [and] small caps stocks." Christopher Hart, a fund manager at Boston Partners, told CNBC on Friday that, while he didn't disagree with the pro-small cap view "from an idiosyncratic perspective," it was important to take a considered approach to investing in the space. However, Hart — who manages Boston Partners' $274 million Global Equity Fund — did note that there was "a sweet spot" among small caps, with some smaller companies offering both value and a strong growth trajectory. He urged not to treat small-caps as one.