AI Takes Over Online Ads: Major Updates from Google, Meta, and TikTok
Welcome to this week’s Digital Discovery.
Each week we cover the latest developments and everything you need to know in the world of digital marketing .
This week has been packed with significant updates across the digital marketing landscape, especially in online advertising. From Google introducing AI-powered video creation tools to new ad features from Meta, TikTok, and Reddit, there’s plenty for advertisers to explore.
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Ok, let’s dive into this week’s update and why they matter to you as a digital marketing professional.
1. Google Expands Store Ratings to More Countries
What’s new? Google has extended its store ratings programme to more countries, enabling businesses across various markets to display ratings in search results. Previously limited in scope, these ratings can now appear for a broader range of businesses, which could enhance visibility in both paid and organic search.
Why should you care? Customer reviews are essential for building trust. If you run Google Shopping campaigns or are focusing on improving your e-commerce presence, you can leverage these store ratings to increase your CTRs. Ensure you’re actively collecting and displaying reviews as part of your SEO and PPC strategies. For more information on store ratings, visit Google's Support .
2. OpenAI and ChatGPT’s Search Integration: The Rise of Generative AI Search
What’s new? OpenAI has integrated search capabilities into ChatGPT, allowing the chatbot to deliver real-time, up-to-date information from the web. This major upgrade means that ChatGPT can now give users more accurate and timely responses based on live search results, rather than solely relying on its pre-trained knowledge.
Why should you care? As AI-driven search becomes more popular, it’s crucial for marketers to understand how these shifts affect search behaviour and SEO strategies. With search capabilities embedded in AI tools like ChatGPT, businesses should consider how to optimise for generative AI in search marketing, particularly in providing rich, dynamic content that aligns with evolving search trends. Find out more at Search Engine Land .
3. Google Pausing Local Service Ads Without Connected Google Business Profiles
What’s new? Google has announced that Local Service Ads (LSAs) will be paused if a business fails to properly connect its Google Business Profile. This new policy aims to ensure that advertisers maintain accurate, up-to-date business information, as profiles that aren’t correctly linked will result in their ads being halted.
Why should you care? For local businesses, LSAs are a highly effective way to generate leads. However, maintaining the accuracy and connectivity of your Google Business Profile is now crucial for ad performance. If your profile isn’t correctly synced, you could face a pause in ads, leading to lost traffic and potential leads. Ensure your profile is correctly linked and updated to avoid disruptions. You can learn more on Search Engine Land .
4. Google Product Studio Launches AI-Generated Video Ads Tool
What’s new? Google has introduced a new feature in Google Product Studio that allows marketers to create AI-generated video ads. Using your product images and data, the tool will help produce dynamic video content, saving time and resources.
Why should you care? Video content continues to be a dominant force in digital marketing, and the ability to create ads quickly using AI offers a huge advantage for businesses that may not have the budget for full video production teams. This tool helps you scale your video advertising efforts efficiently, making it easier to create engaging content that performs well on platforms like YouTube and social media. You can find more information on this feature on Google’s Merchant Centre .
5. Meta’s Generative AI Video Advertising Tools
What’s new? Meta has rolled out new AI-driven tools for advertisers, designed to streamline the process of creating video ads. These tools allow for more dynamic ad creation, helping advertisers produce highly targeted content without requiring extensive manual input.
Why should you care? AI is changing the landscape of ad creation, offering marketers tools to rapidly generate customised video ads. By embracing Meta’s AI tools, businesses can optimise their campaigns and tailor video content to their target audience with less effort. This is a must-explore for any business running video campaigns on Facebook or Instagram. More details can be found on Search Engine Land .
6. TikTok’s New Advertising Tools: Smart Performance and Smart Plus
What’s new? TikTok is ramping up its ad offering with two new tools: Smart Performance and Smart Plus. Smart Performance leverages AI to help advertisers optimise their campaigns by analysing performance data, while Smart Plus provides enhanced targeting features to reach the right audience segments.
Why should you care? TikTok’s rapid growth makes it a valuable platform for advertisers, particularly for reaching younger demographics. By utilising these AI-powered tools, businesses can optimise ad performance, improve targeting precision, and maximise their ROI. If TikTok isn’t part of your advertising strategy yet, these updates make it even more appealing to explore. More information can be found on TikTok's newsroom .
7. Reddit Introduces AI-Powered Keyword Targeting for Advertisers
What’s new? Reddit has introduced AI-powered keyword targeting features to help advertisers better reach users by aligning ads with conversations and topics of interest.
Why should you care? Reddit’s highly engaged communities present a unique advertising opportunity, especially for brands in niche markets. By using AI-powered keyword targeting, advertisers can create more relevant and effective campaigns that target users based on the discussions they’re interested in. This tool helps refine audience targeting, making it a valuable asset for Reddit advertisers. You can find more details on Search Engine Land .
8. DOJ Proposes Breakup of Google in Antitrust Case
What’s new? In a landmark antitrust case, the US Department of Justice (DOJ) has proposed a radical plan to break up Google, citing its dominance in search and advertising markets. If successful, this could significantly reshape the digital landscape.
Key changes proposed by the DOJ:
Why should you care? A breakup of Google could have profound effects on the tools marketers rely on daily, including Google Ads, Analytics, and Search. It’s essential to keep an eye on this case as it could reshape the entire digital marketing ecosystem, affecting ad costs, competition, and the way data is used. For the latest updates, visit Google’s Public Policy Blog .
9. Google Analytics 4 Launches Real-Time Pages Report
What’s new? Google Analytics 4 (GA4) has rolled out a new real-time pages report, offering marketers the ability to monitor traffic to individual pages in real time. This enhancement allows for more precise and actionable data analysis.
Why should you care? Real-time data helps marketers make informed decisions quickly, improving their ability to optimise content and strategies on the fly. With GA4 becoming the standard for analytics, it's essential to stay updated on its features and learn how to use this new report to track your site performance in real time. Check out the details on Google Analytics Support .
Conclusion: Embrace the Future of Digital Marketing
This week’s updates show just how fast the digital marketing landscape is evolving, particularly in online advertising. With AI-driven tools reshaping how we create and target ads, and platforms like Google, Meta, and TikTok introducing new ways to optimise campaigns, staying agile and informed has never been more critical. On the search front, changes like Google’s integration of AI and the DOJ’s antitrust case signal significant shifts ahead for SEO and advertising strategies. Now is the time to adapt, experiment with AI tools, and refine your approach to stay competitive in this dynamic environment.
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