LIVE updates: This month in search marketing [May 2025]

1st of May of 2025.

Google tests ads in third-party AI chatbot interactions.

Google is testing ads in AI chatbot conversations on third-party platforms, expanding its AdSense network. The move integrates ads into conversational assistants, a growing alternative to traditional search engines. Google has partnered with AI startups iAsk and Liner, which have incorporated ads in different formats. This effort helps maintain ad relevance as user habits shift. Google’s AdSense now offers websites the ability to display contextual ads in AI-driven conversations. However, as click-through rates in chatbots are lower, new models will be needed to engage users effectively.

Google expands AI overview presence across key industries.

Google has boosted its AI Overviews (AIO) in search results, especially in sectors like entertainment, travel, insurance, B2B tech, and education. The entertainment sector saw a 175% increase, with a large portion of this focused on actor filmographies. Travel-related AIO coverage grew by 108%, improving location-based searches. B2B tech and insurance sectors also saw increases, highlighting the importance of topic relevance. The growth of AIOs marks a shift away from relying solely on keyword performance, urging publishers to focus on content that aligns with user intent and sector-specific needs.

Google expands AI mode access with maps and shopping integration.

Google has made its AI Mode in Search available to all adult users in the U.S., unlocking new features such as visual cards and shopping integration. AI Mode combines multiple search threads into one comprehensive response, offering ratings, hours, pricing, and availability for local businesses and products. The update also includes a history panel for revisiting and refining searches. Google’s infrastructure investment supports this AI-first approach, signaling the company’s long-term commitment to AI-powered features.

Google AI overviews increase visits but reduce engagement.

Google’s AI Overviews, launched in May 2024, have driven more visits but less engagement on the platform. Data from 5 billion search queries and 20 million websites reveals a 9% increase in visits in the U.S., but time spent on site has either remained flat or declined. Users now tend to resolve queries quickly and leave. While AI Overviews increase visibility, pageviews for related websites have grown by 22%. With over 1.5 billion monthly users of AI Overviews, brands must adapt strategies to ensure visibility in this evolving search environment, where quick answers are prioritised over prolonged engagement.

5th of May of 2025.

Google AdSense removes option to block video game ads.

From May 15, 2025, Google AdSense will remove the option to block video game-related ads. The “Video Games (Casual & Online)” sensitive category will no longer be available for blocking. By June 15, 2025, video game, online game, and downloadable game ads will start appearing, even if previously blocked.

Advertisers can still restrict game-related content using broader categories like “Video Games, Consoles & Accessories” or “Online Games & Puzzles.” However, the specific “Video Games (Casual & Online)” category will be marked as “Deprecated” and will no longer be applied.

This change could increase impressions for advertisers in the video game sector as more game-related content is displayed.

Google updates guidelines to tackle fake EEAT content and deceptive practices.

Google has updated its Search Quality Raters Guidelines (QRG) to address deceptive practices that could mislead users or manipulate search rankings. The update now includes a clearer definition of “deceptive purpose,” which covers misleading content, such as fake endorsements or product testing claims.

A key focus of the update is on fake EEAT (expertise, experience, authoritativeness, and trustworthiness) content. New guidelines have been introduced to identify deceptive practices, such as using fake author profiles or false claims about a business’s physical presence.

The update also flags deceptive design practices, like misleading buttons or links that trick users into performing unintended actions, such as triggering downloads.

These changes show Google’s ongoing effort to ensure online content is authentic. Websites using deceptive tactics risk penalties as Google’s quality assessments continue to evolve.

6th of May of 2025.

Google introduces rejection notices for business profile edits.

Google has started sending rejection notifications to business owners when updates to their Google Business Profile are not approved. From now on, businesses will receive emails outlining the reason for the rejection, along with a link to the relevant policy and an option to appeal. For example, a change to a business category to “Cannabis store” was rejected due to policy violations.

This change addresses a long-standing issue where businesses received no feedback on failed edits. The new notifications offer more transparency and help owners understand and fix rejected changes. Marketers and business owners will benefit from clearer guidance on Google’s content policies, reducing the time spent on trial-and-error adjustments.

Google Ads trials streamlined ad group interface for search campaigns.

Google is testing a new, simplified ad group creation interface for Search campaigns. The updated interface reduces configuration options and is designed to make ad setup easier, especially for advertisers managing multiple campaigns.

This trial could signal a broader shift towards more standardised layouts across Google Ads products, which would streamline workflows for advertisers working with both Search and Demand Gen campaigns. The test is currently available to a small group of users, and advertisers should monitor any potential impacts on campaign structuring.

WooCommerce bug triggers site crashes for WordPress users.

A critical bug in the WooCommerce plugin is causing WordPress ecommerce sites to crash due to a fatal error linked to a single line of code. WooCommerce’s development team is working on a fix.

The error arises from the BlockPatterns.php file, which is affecting some sites, even after recent updates. A temporary workaround has been shared, allowing many users to restore site functionality, though some still face issues, especially with caching on managed hosting platforms. WooCommerce plans to release patch updates to resolve the issue. Ecommerce leads using WooCommerce should stay updated on this and apply the workaround if needed.

Google launches AI Max setting for enhanced search campaign performance.

Google Ads has launched AI Max, a new setting for Search campaigns that aims to improve keyword coverage, automate creative, and enhance reporting. AI Max is an optional upgrade and helps advertisers expand query matching, introduce AI-generated assets, and direct users to the most relevant landing pages.

Early tests show positive results, with up to a 27% increase in conversions for those using specific match keywords. Advertisers can still control automation by opting out of certain features, such as final URL expansion or automated text generation.

To ensure brand safety, Google has introduced new controls, including geo-targeting and tools for reviewing AI-generated assets. While AI-generated content will be published without prior approval, advertisers can monitor campaigns for accuracy. The AI Max update also offers improved reporting features, which will be expanded in 2025.

7th of May of 2025.

Google rolls out AI Max setting to enhance search ad reach and targeting.

Google has launched AI Max for Search campaigns, an opt-in setting designed to improve query targeting and automate ad creative generation while still giving advertisers control. Currently in beta, AI Max will be rolled out globally and enhances existing campaigns without needing a new campaign type.

AI Max includes three main features: broader search term matching, automatic text customisation, and final URL expansion. These features help uncover high-performing queries, generate ads based on landing page content, and direct users to the most relevant landing pages. Advertisers can turn off these features at the campaign or ad group level.

To ensure control and brand safety, Google has added geo-targeting by user location and the ability to include or exclude specific brands. New reporting features provide insights into search terms, headlines, and destination URLs. Although AI Max complements broad match targeting, it draws from the logic of Performance Max and Dynamic Search Ads. Early tests show improved conversions with consistent cost efficiency, but adoption will depend on each brand’s policies and risk tolerance.

Google trials image carousels in sitelink ad extensions.

Google is testing a new feature that adds image carousels to sitelink extensions in Search ads. The update allows users to scroll through horizontally presented sitelinks with images, building on earlier tests that paired images with sitelinks.

This new format brings a more interactive element to ad presentations and is part of Google’s ongoing efforts to use richer visuals in paid search ads. The trial is running on selected accounts, and while the feature’s effectiveness is still being evaluated, it could help increase click-through rates by highlighting specific landing pages with images.

The integration of visuals directly into core ads may help advertisers stand out in competitive ad spaces. Google’s testing reflects its push to enhance search ad formats and offer more options for advertisers.

8th of May of 2025

Google to phase out structured data files v7 by November.

Google has announced that it will discontinue support for Structured Data Files (SDF) v7 on November 4, 2025. Advertisers must switch to version v7.1 or higher to avoid disruptions to their workflows.

From the deprecation date, any API requests using SDF v7 will return an error. The default version will automatically update to v7.1, so users still on v7 need to act quickly.

Advertisers and partners should review the v7.1 release notes to understand what has changed and plan their migration ahead of the deadline. Google also offers a new support form for Display & Video 360 API Technical Assistance.

To ensure smooth programmatic campaigns, it’s essential to upgrade to v7.1 or a newer version before November.

Google Analytics real-time reporting experiencing issues.

If you’re noticing unusually low real-time data in Google Analytics 4 (GA4), you’re not the only one. Many websites have reported issues with real-time reporting since earlier today.

Several users have shared their concerns on social media about the discrepancies in real-time counts. While there’s some speculation about a potential Google search update causing this, it’s not confirmed, and it seems there might be two separate issues at play.

We’ve reached out to Google for an official statement, and we’ll update this story if we receive a response.

For now, don’t panic. Many publishers and site owners are experiencing the same issue with GA4’s real-time data, and it appears to be a widespread problem.

12th of May of 2025.

Google updates image SEO best practices: use the same image URL across multiple pages.

Google has updated its image SEO best practices, advising website owners to use the same image file name and URL when an image appears on multiple pages. This change is intended to help save on crawl budget. By referencing the same image URL across different pages, Google can cache and reuse the image without requesting it multiple times, making the crawling process more efficient. Google added this advice to its guidelines, emphasising that using multiple URLs for the same image leads to unnecessary crawling and server space usage. For websites with duplicate image URLs, it’s a good idea to consolidate them to the original image URL, which can be done with help from your CMS or developers.

While this may not make a huge impact for smaller sites, it can be beneficial for larger websites where crawl budget is more crucial.