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.