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

4th February of 2025

Google Ads simplifies cost data imports

Google Ads has introduced a significant update to its cost data import process, reducing the required fields to just source, medium and date. Previously, advertisers had to include campaign fields, which added complexity to reporting workflows.

This update provides greater flexibility for marketers, allowing them to streamline their data imports while maintaining accuracy in reporting. By making campaign fields optional, Google Ads enables businesses to focus on key performance indicators (KPIs) without unnecessary manual adjustments.

For brands that rely on detailed cost analysis, this change could simplify reporting and improve efficiency in budget management. Ensuring accurate data imports remains critical for optimising pay-per-click (PPC) campaigns and measuring return on investment (ROI). As Google continues refining its advertising tools, this update highlights its commitment to making campaign management more accessible for advertisers of all sizes.

6th of February of 2025

Google tests new AI Mode for open-ended and exploratory search queries

Google is reportedly testing an innovative feature called ‘AI Mode’, designed to transform how users engage with search by accommodating open-ended, exploratory queries. Powered by the advanced Gemini 2.0 model, AI Mode moves beyond the traditional search engine paradigm, offering a more conversational and dynamic approach. Rather than simply matching keywords to existing web content, this mode is built to process and interpret complex queries, delivering detailed, structured answers that organise information into easy-to-digest summaries. It also provides users with relevant links to explore further content, making it a valuable tool for in-depth research.

One of the standout features of AI Mode is its ability to handle nuanced, multi-faceted questions that don’t fit neatly into the current model of search results. The system can offer tailored advice, perform side-by-side comparisons, and even answer queries that require follow-up. For example, users could begin with a broad question about a particular topic and follow up with more specific inquiries, all within the same search session, without needing to start over with new searches. This creates a more seamless and fluid user experience, encouraging deeper exploration and engagement with search results.

The shift to AI Mode could have wide-ranging implications for how users interact with search engines, as it promotes a more iterative and natural way of gathering information. This also raises questions about its potential impact on web traffic. By offering answers directly within the search interface, AI Mode may reduce the need for users to click through to external websites, potentially affecting click-through rates for content creators and businesses reliant on search traffic.

7th February of 2025

Meta introduces AI features for advertisers

Meta has introduced new AI-driven features to enhance advertising performance, automate optimization, and provide personalized recommendations. These tools refine audience targeting, improve engagement, and reduce ad spend wastage.

The streamlined Advantage+ campaign setup eliminates the need to choose between manual and AI-driven campaigns. Advertisers will now see an ‘Advantage+ on’ label when AI optimizations are applied. Meta has also rebranded Advantage+ shopping campaigns to Advantage+ sales campaigns, broadening advertiser accessibility.

Advantage+ is expanding to lead-generation campaigns, improving cost efficiency, with early testing showing a 10% reduction in cost per qualified lead. Additionally, the new Opportunity Score in Ads Manager provides a 0-100 rating with real-time recommendations to improve campaign performance. Advertisers who followed these suggestions saw a 5% decrease in cost per result.

Meta reports a 70% year-over-year growth in Advantage+ shopping campaigns, and its AI improvements have led to an 8% increase in ad quality. With AI shaping digital marketing, these updates offer businesses enhanced targeting, cost efficiency, and a competitive edge in the market.

11th of February of 2025

Google Ads launches feature to automatically create short-form videos from existing content

Google Ads has introduced a new feature for Demand Gen Ads that automatically generates short-form videos from existing long-form video content, streamlining the process for advertisers to engage with a broader audience. This feature, which uses machine learning algorithms, identifies key moments within the original video and condenses them into shorter clips optimised for mobile devices. The short-form videos are designed to maximise engagement, particularly on platforms where quick, digestible content performs best, such as social media and mobile apps.

This enhancement is enabled by default for all Google Demand Gen ad campaigns, with advertisers having until March 10 to opt out if they prefer not to use the feature. The automatic video creation works by analysing the original content for high-impact segments, selecting moments that are likely to resonate with viewers based on factors such as visual appeal, engagement potential, and relevance to the brand message.

The new feature reduces the need for additional production resources, offering a cost-effective way for advertisers to extend the reach of their existing video assets. While the tool provides an easy method for generating short-form content, advertisers are encouraged to monitor the output to ensure that the condensed videos maintain the integrity of the original message and align with their brand’s voice.

Google announces key updates to gambling and games advertising policy

Google has announced a significant update to its Gambling and Games advertising policy, with the new guidelines set to take effect on April 14. The changes, which provide greater clarity and define more specific country-based requirements, are aimed at enhancing the way gambling-related ads are managed across Google platforms. Advertisers are encouraged to review the new policy ahead of its official rollout to ensure compliance with the revised rules.

A major shift in the updated policy is the more precise definition of “gambling” and “gambling-promoting content.” Under the new guidelines, content that includes direct links to online gambling services or facilitates gambling in any form will now be classified as gambling-promoting. This includes affiliate or aggregator websites, which must now strictly focus on providing authorised gambling content. Any promotion beyond this will face restrictions.

In addition to these changes, the updated policy presents a detailed list of countries where gambling ads are either permitted or prohibited. Previously, the policy referred to general country restrictions, but the new version specifies nations such as Bulgaria, China, and Egypt, where offline gambling ads are entirely banned. The update also clarifies the regulations surrounding social casino games, providing explicit guidance on where such ads can run and the necessary certifications advertisers must obtain.

For the first time, the updated policy explicitly addresses Mahjong activities involving money in the Asia-Pacific region, prohibiting the promotion of these activities. The definition of “online gambling” has also been expanded to include games typically associated with casinos, even if they use virtual currencies or items that carry real-world value.

Google’s updated policy now places a stronger emphasis on licensing and certification requirements for gambling advertisers. Advertisers must ensure they hold valid licences and must immediately notify Google if their licences are suspended, revoked, or terminated. Failure to do so could result in account suspension. While this requirement was present in the previous version, the updated policy highlights its importance more clearly.

The revised policy also focuses on social casino games, which simulate gambling but do not offer a chance to win real-world money or prizes. Advertisers promoting such games will need to apply for separate certification and maintain distinct accounts if they also promote real-money gambling services. Additionally, the new policy strictly prohibits real-money gambling ads within social casino games or related websites. Violations of these rules will be considered serious, with potential for immediate and permanent suspension of accounts.

Another key update distinguishes “online non-casino games” from traditional gambling. The new section clarifies that skill-based games, which may be subject to different legal definitions of gambling, must adhere to gambling-related restrictions if they meet the criteria in any given region. Advertisers in this category will need to obtain the necessary approvals and certifications.

As the updated policy comes into effect on April 14, advertisers in the gambling and gaming sectors must ensure they are fully compliant. This includes reviewing their licensing status, obtaining the required certifications, managing target countries appropriately, and staying up to date with specific local regulations. For further details on the changes, advertisers can visit Google’s Help Center and review relevant local laws to avoid any disruptions to their campaigns.

13th of February of 2025

Google Ads launches Performance Max usefulness indicator

Google has launched a new Performance Max Usefulness Indicator, designed to help advertisers measure the incremental traffic impact of their selected search themes, thereby improving targeting precision. Performance Max campaigns already utilise AI to automate ad placements across Google’s various properties. The newly introduced indicator evaluates whether added search themes generate new, incremental traffic or simply overlap with existing signals. This functionality allows advertisers to refine their strategies and optimise budget allocation more effectively.

This update, which was initially expected in January, offers advertisers greater transparency into how search themes contribute to campaign performance, enabling more informed targeting decisions. However, while the feature enhances visibility, advertisers remain dependent on Google’s AI-driven optimisation systems, limiting direct control over specific search queries.

The update was first brought to attention by Natasha Kaurra on X, who noticed the alert in her account. Moving forward, Google is expected to continue refining Performance Max insights, with potential expansions into more granular reporting and tailored budget allocation recommendations.

20th of February of 2025

WordPress.com now offers 100-Year domain registrations at a lower cost

WordPress.com has unveiled a new, more affordable plan that allows users to secure a domain name for 100 years with a single payment. The updated offering introduces a $2,000 domain registration option, making it significantly more cost-effective than the previous $38,000 plan, which included hosting and additional benefits. Now, users can purchase just the domain for .com, .org, .net, or .blog extensions without any extra hosting services.

The new 100-year domain registration is managed in a trust account, which is controlled by the individual who registers the domain. This updated plan offers a more budget-friendly alternative to the previous $38,000 offering that included both domain registration and hosting. For users who want the security of knowing their domain will remain in their control for a full century without the risk of losing it due to administrative errors, this new option offers excellent value.

Benefits of the new plan include no surprises when it comes to expiration, protection against domain loss caused by admin mistakes, and no need to worry about renewals for a century (or 100 years, whichever comes first). Users will have a full century of security for their domain with a one-time setup for 100 years of ownership.

Additionally, WordPress has redesigned its 100-year plan to include numbered trust accounts controlled by the domain owner. This plan also includes contingencies that ensure continued web presence, even in the event that something happens to WordPress.com or its parent company, Automattic. This new offering is ideal for individuals or businesses who want to secure their online presence for the long term without the risk of losing control of their domain name.

Google Ads updates responsive Search Ads for better asset pairing

Google Ads has rolled out a significant update to its Responsive Search Ads (RSAs), enhancing asset pairing and messaging consistency. The update, which aims to improve ad performance, introduces the option for up to two headlines to appear in the sitelink area of an ad, provided they are predicted to boost performance.

The change addresses concerns about the random pairing of headlines and descriptions in previous RSAs. With the new system, Google will now create more cohesive and relevant ad combinations, ensuring ads are more contextually appropriate and less disjointed. This update gives advertisers greater control over how their ads are displayed, while still benefiting from AI-driven automation.

In addition, Google has confirmed that existing asset pinning settings will be respected. Headlines pinned in positions 1 or 2, as well as descriptions pinned in position 1, will continue to appear in those positions. The combination reporting feature has also been updated, allowing advertisers to track the most commonly served combinations of headlines and descriptions, as well as which headlines were displayed as sitelinks.

These changes are expected to provide advertisers with better performance insights, enabling more effective optimisation of their campaigns. By improving how assets are paired, the update aims to enhance the user experience, potentially leading to higher click-through rates (CTR) and more relevant ad content. Additionally, with improved ad relevance, advertisers may see improvements in their Quality Score, which could lower cost-per-click (CPC) and improve ad placement.

The update to RSAs is part of Google’s ongoing efforts to refine automation while giving advertisers more control over their campaigns. While it doesn’t eliminate the need for careful asset planning, the update is expected to make RSAs a more reliable and effective tool for advertisers looking to optimise their search campaigns.

Google’s AI can now build Ad images featuring people

Google has rolled out major updates to its image and asset system, including AI-generated people and faces. Advertisers using Performance Max, Demand Gen, Display and Apps campaigns can now create high-quality, realistic images using text prompts.

Powered by Imagen 3, this new feature helps brands generate lifestyle visuals that blend seamlessly into campaigns. Google assures advertisers that extensive research and strict safeguards ensure quality and compliance with its advertising policies.

Another key update is asset-audience recommendations. This tool suggests image themes that resonate most with target audiences, such as nature or ocean scenes. AI-generated image suggestions will also roll out soon, giving brands fresh ideas without the need to create new assets manually.

Additionally, Google is testing asset enhancements for feed-only Performance Max campaigns. This beta allows retailers to compare campaign performance with and without creative assets, including AI-generated content, to measure effectiveness.

Advertisers interested in joining the beta can reach out to their Google account team.

21st of February of 2025

Google Chrome to restrict tracking in latest privacy

The fate of third-party cookies has been a major topic in advertising technology, especially with Google Chrome, the most popular web browser, which has over 3 billion users. Recently, Google updated its policies on user tracking, revealing that the changes may not shake things up as much as expected in the near future.

One of the biggest concerns is device fingerprinting—a method that collects details like a device’s operating system, language settings, and IP address, which has raised privacy issues. Google’s new proposal, part of its Privacy Sandbox initiative, introduces extra protections for users in Incognito mode. This means restricting the use of IP addresses in third-party contexts to protect users’ privacy.

A key point in the update, found in a GitHub post, is that only domains on the “masked domain list” (MDL) will be affected by these changes. This allows Google to limit disruptions to legitimate uses of IP addresses, like fraud prevention, while offering more privacy for users who are signed into Chrome and using Incognito mode.

Third-party platforms, such as demand-side and supply-side platforms, will no longer have access to users’ real IP addresses when they are in Incognito mode. This prevents the use of proxy IP addresses for cross-site tracking. The update makes it clear that companies collecting user data for advertising or marketing will face more restrictions.

Will Harmer, Chief Product Officer at Utiq, a European telco-backed company, explained that these changes only apply to Incognito sessions, showing that Google is trying to balance user privacy with its business interests. Although fingerprinting is not entirely banned, it will become harder for advertisers to scale. Other Google divisions, like the Google Marketing Platform, have recently shifted their stance on fingerprinting, sparking concerns from privacy advocates.

Wayne Blodwell, SVP of Programmatic at Assembly Global, questioned whether Google will take similar steps in regular Chrome browsing. While the new approach works for Incognito mode, he pointed out that IP addresses serve many functions, and removing them could negatively impact user experience. He believes Google will continue to manage user expectations around tracking, especially with growing regulatory pressures.

Apple has already taken significant steps to limit tracking, blocking third-party cookies with its Intelligent Tracking Prevention (ITP) since 2017. Apple has also restricted access to fingerprinting APIs and introduced features like Private Relay to mask IP addresses. Additionally, its App Tracking Transparency (ATT) requires users’ consent before tracking can occur.

In contrast, Google has taken a slower, more gradual approach. Since 2019, Chrome has been rolling out the Privacy Sandbox to phase out third-party cookies while still allowing ads to function. Recently, Google introduced Gnatcatcher, which hides IP addresses and restricts fingerprinting-related APIs, emphasizing that fingerprinting doesn’t give users control over their data. Google has also said that fingerprinting “subverts user choice,” which it sees as a problem.

24th of February of 2025

Google Maps expands detailed review questions survey

In recent years, Google has introduced a more detailed, survey-style review questionnaire for local results, particularly for businesses like restaurants. Now, Google has further expanded the range of questions it asks users when leaving reviews.

Claudia Tomina, a Google spokesperson, recently shared the update on LinkedIn and X, highlighting that the platform has introduced new review attributes for users. These additions could have a direct impact on the ‘Ask Maps’ feature.

The new review options allow users to provide additional insights into their experiences. These include wait times, noise levels, group size suitability, and seating options. While some of these attributes have been available previously, the update offers a broader selection for users to choose from.

The increased level of detail in Google Maps reviews may improve the accuracy and usefulness of local business information, helping users make more informed decisions when searching for places to visit.

Google Ads improves offline conversion tracking settings in Smart

Starting from February 28th, Google will make adjustments to the way it measures and optimises offline conversions in Smart and Performance Max (PMax) campaigns with Store Goals. The company is shifting its focus to users with higher local intent on platforms such as Google Search and Google Maps. This change is designed to improve offline conversion quality by concentrating ad delivery on channels that typically result in higher-value store visits. While Google expects this shift to reduce view-through conversions (VTCs) from Display and YouTube, it aims to boost ad performance on Search and Maps, where ads are more likely to drive offline purchases.

Google has acknowledged that this update may lead to a decline in conversion volume, while also increasing the cost per conversion. However, the company emphasizes that the long-term benefits will include improved campaign efficiency, enhanced performance, and a stronger return on investment. The focus will be on generating higher-quality conversions that center around valuable offline actions, ensuring that advertising spend delivers the best possible outcomes.

To align with the new strategy, Google has provided recommendations for Performance Max campaigns targeting Store Goals and Omni. These include relaxing Smart Bidding targets or adjusting offline conversion values to capture more high-value conversions. Advertisers are also encouraged to diversify their offline conversion goals by adding Local Actions alongside Store Visits or Store Sales. Expanding location targeting to cover a wider geographical area, consolidating multi-location campaigns, and reviewing campaign settings—such as removing geo-targeting and eliminating ad scheduling restrictions—are also advised. These changes will help campaigns optimise across linked business locations and broaden their reach to more potential customers.

For Smart Campaigns, Google suggests expanding reach by adding additional search themes, business locations,  highlight unique selling points, and lifting ad scheduling restrictions to increase the frequency and reach of ads.

25th of February of 2025

LinkedIn introduces new email metrics for newsletter publishers

LinkedIn has introduced new email metrics for its newsletter feature, providing valuable insights into email sends and open rates. This update addresses a long-standing gap that many marketers and businesses had been requesting. While it could be argued that this information should have been available from the outset, it still adds useful data alongside the existing newsletter metrics already offered on the platform.

Two new email metrics are now available in the Newsletter Analytics page. The first is email sends, which tracks how many subscribers received an email alert for a newsletter article. The second is email open rate, which shows the percentage of recipients who opened those email alerts. Although LinkedIn has clarified that these numbers are estimates and may not be completely precise, they offer publishers a better understanding of how many people engage with their newsletters via email.

Before this update, there was uncertainty about how much readers relied on email alerts versus in-app notifications to access LinkedIn Newsletters. This lack of clarity had some questioning the platform’s effectiveness for newsletter distribution, especially when compared to dedicated newsletter services. These new email metrics now allow publishers to make more direct comparisons, particularly if they use multiple platforms, such as LinkedIn and another newsletter service. Advertisers and sponsors also benefit from greater transparency, as they can now see if their branded content is landing in inboxes.

Despite the progress, many features still remain on publishers’ wish lists. For example, LinkedIn does not share subscriber email addresses with newsletter authors, limiting their ability to manage subscriber relationships or incorporate those contacts into broader email marketing systems. Some have suggested an opt-in option that would allow subscribers to voluntarily share their email addresses, but LinkedIn currently has no plans to introduce such a feature.