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

2nd of January of 2025

Google restores Tag Assistant functionality

Google has brought back its Tag Assistant extension, making it easier for businesses to manage tags and ensuring more accurate data and better campaign performance. After listening to user feedback, Google decided to reverse its plan to discontinue the popular Chrome extension. The new version combines Tag Assistant Legacy and Tag Assistant Companion into one, more efficient tool.

The update simplifies the process of troubleshooting and managing tags, which is essential for tracking conversions, retargeting customers, and optimising ad spend. This unified tool reduces downtime and helps ensure that your campaigns are measured accurately, leading to better insights and improved marketing strategies.

With a stable Tag Assistant, businesses can have more confidence in the accuracy of their data, which can lead to stronger campaign results. This update was shared by Utku Gülden, a Data and Analytics professional, on LinkedIn.

The improved tool offers a more seamless experience, with fewer compatibility issues. It strengthens Google’s troubleshooting tools, adapting to the changing needs of users. By reviving and improving Tag Assistant, Google demonstrates its responsiveness to user feedback. With trust in digital marketing being crucial in 2025, this update helps businesses maintain accurate data and optimise site performance, ensuring more reliable insights and better campaign results.

Google Ads to drive major AI transformation in 2025

Google Ads is preparing for a significant transformation in advertising, driven by artificial intelligence (AI), which executives believe will be even more profound than the mobile revolution. The company is focusing on adapting to shifts in consumer search behaviour, with AI playing a central role in reshaping how users discover information and interact with businesses.

Brendon Kraham, Vice President of Global Search Ads and Commerce, explained that this shift represents a fundamental change in how advertisers will approach digital marketing. One key aspect of this transformation is the evolution of search behaviour, where the focus moves beyond traditional keywords towards multimodal experiences. Additionally, AI-powered creative tools for marketers will enable more sophisticated ad creation, while enhanced measurement capabilities will provide deeper insights across all channels.

This AI-driven shift could drastically change how consumers discover products and services in 2025, making it essential for businesses to adapt their strategies quickly. Those who fail to prioritise mastering these new tools and capabilities may find themselves falling behind competitors.

The initiative ties into Google CEO Sundar Pichai’s broader strategy to scale Gemini, the company’s AI platform, amidst increasing competition and regulatory scrutiny.

Looking ahead, Google plans to further improve its core advertising products, such as Performance Max, Demand Gen, and Search capabilities. All these tools will be powered by Google AI while upholding user privacy standards.

3rd of January of 2025

Advertisers face uncertainty with Google Performance Max Exclusions

Google Performance Max (PMax) campaigns have led to confusion regarding placement exclusions, as there is a noticeable gap between Google’s official policy and what is happening in reality.

While Google claims that placement exclusions through APIs don’t work for PMax campaigns, multiple advertisers have reported success in using APIs for exclusions. This inconsistency between Google’s stated policy and the actual functionality creates uncertainty for advertisers who manage campaigns programmatically.

This discrepancy could affect how advertisers handle placement exclusions at scale, especially for those using APIs and automation tools. If exclusions aren’t properly implemented, ads may end up appearing on sites that are not aligned with the brand’s reputation or objectives, potentially causing harm.

In short, the confusion around API-based exclusions could impact campaign safety and brand protection, especially for advertisers running Performance Max campaigns across multiple accounts.

6th of January of 2025

Microsoft features new Google-inspired design on Bing

Microsoft has introduced a change to its Bing search engine that mimics the Google homepage when users search for Google on Bing. This move aims to reduce Bing’s bounce rate by retaining users who search for Google, which is often used as a general term for search engines or finding information online.

Microsoft Edge, the default browser for Windows 11, uses Bing as the default search engine, similar to how Google is the default search engine on Chrome for Android. Users may search for Google in the address bar of Edge, which uses Bing, and then click on the Google link, often leading them to abandon Bing and switch to Google. Microsoft’s new approach seems designed to prevent this by offering a Bing page that closely resembles Google’s minimalistic design.

When users search for Google or Google.com on Bing, the page now features an animated image of people celebrating, along with a message. The layout includes a search bar in the centre and simple illustrations, giving the page a look that is quite similar to Google’s homepage. The design appears to be a part of a new experiment by Microsoft, observed when users are logged out of their Microsoft accounts.

The design is intended to make the page feel familiar to those who typically use Google, with the aim of preventing confusion. The top search bar on the page is hidden unless users scroll down, making the Bing search bar less prominent and giving the appearance of a Google-like interface.

This tactic could appeal to users who are simply looking for a search engine and are not particularly loyal to one brand. While more tech-savvy users may notice the subtle differences and realise what is happening, others may simply continue using the search engine without recognising the distinction. This could be especially effective with users who associate search engines in general with Google, as Google has become synonymous with the term “search engine” for many people.

Additionally, the page features a message below the search bar that reads, “Every search brings you closer to a free donation. Choose from over 2 million nonprofits.” This could further incentivise users to continue using Bing instead of switching to Google.

The move has sparked a response from Google’s head of Chrome, Parisa Tabriz, who criticised Microsoft’s actions, calling it another attempt to confuse users and limit choice. Microsoft’s strategy appears to be aimed at enhancing Bing’s user retention by exploiting the familiarity and dominance of Google’s interface, even though some may view this as an attempt to mimic Google’s style.

7th of January of 2025

Google Search Console adds export feature for 24-Hour hourly data.

Google has introduced the option to export 24-hour hourly data from the performance report in Google Search Console. This feature allows users to export the most recent data from the performance report, including hourly insights for the last 24 hours.

This update follows the announcement made last month, where Google revealed the addition of a 24-hour view in the Search Console Performance reports. The feature has been well-received, and based on user feedback and feature requests, Google has now made it possible to export this data, a feature that had been highly anticipated.

The 24-hour hourly data view was first launched a month ago, allowing users to access more granular details about their site’s recent performance on Google Search. The new view aims to help users stay informed about the most up-to-date performance metrics.

While the ability to export the data is a welcomed improvement, many users are already requesting that Google extend this functionality to allow the export of hourly data for periods longer than just the past 24 hours.

8th of January of 2025

Google Ads introduces budget reallocation experiments for PMax Campaigns.

Google Ads has introduced a new feature that allows marketers to evaluate the impact of reallocating budgets from Dynamic Search Ads (DSA) or Display campaigns to Performance Max (PMax) campaigns. This update enables brands to run controlled experiments, providing clearer insights into how shifting budgets to PMax campaigns compares with traditional campaign types.

To use the new feature, users must navigate to the ‘Experiments’ section in Google Ads, create a Performance Max experiment, and select a DSA or Display campaign that meets statistical significance requirements. After splitting traffic between the control and PMax campaigns, users can configure the treatment group and launch the experiment.

13th of January of 2025

Google updates content guidelines for news and discover.

Google has quietly updated its manual action policies for Google News and Google Discover, making significant changes to content guidelines for publishers. The updates, implemented between October and November last year, involved removing certain sections, revising an existing policy, and adding new rules related to deceptive practices.

Two sections were removed entirely from the policies: the adult-themed content section for Discover and the artificial freshening section for both News and Discover. Additionally, the hateful content policy was revised, with the title updated to “Hateful content (News and Discover)” to provide clearer guidance on its application.

The most impactful change is the introduction of five new deceptive practices sections. These include policies addressing coordinated deceptive practices, where Google flags content that conceals or misrepresents site ownership or purpose; the good neighbour policy, which targets content impersonating or hiding the organisation responsible for it; and impersonation, which focuses on content misrepresenting the person or organisation providing the material. Further updates include misrepresentation of affiliation, dealing with hidden or false claims about financial or editorial relationships, and misrepresentation of location, where the geographic origin of a site is obscured or misrepresented.

17th of February of 2025

Google implements JavaScript blocks to curb bots.

Google has introduced a new requirement for JavaScript when accessing search results, aiming to block bots and scrapers and improve security. This update raises questions about its impact on SEO tools, with uncertainty about whether headless Chrome browsers with JavaScript can bypass the restrictions. Additionally, rate limiting is likely being used to cap the number of page requests within a specified timeframe, adding another layer of access control.

SERPrecon, a search result analysis tool by Ryan Jones, faced temporary downtime but has since resumed operation. The tool’s functionality, which includes competitor analysis using advanced technologies like machine learning, makes it sensitive to changes in Google’s accessibility measures. Dealing with JavaScript blocks and rate limiting may increase the costs of crawling data, potentially leading to higher prices for users of SEO tools.

18th of January if 2025

Google causes global SEO tool outages.

Google’s crackdown on search result scraping has caused widespread disruptions for rank and keyword tracking services globally, affecting tools like Semrush that rely on fresh search engine results page (SERP) data. The block limits access to continuously updated search rankings, forcing many tools to explore alternative data modelling methods to maintain service quality.

While Google has long prohibited automated queries for rank checking, many companies have historically scraped its results for tracking purposes. According to Google’s guidelines, machine-generated traffic violates its spam policies and Terms of Service, consuming resources and interfering with user experience. Blocking scrapers is complex and resource-intensive, involving tactics like monitoring page request volumes and managing millions of blocked IP addresses. Despite these measures, scrapers adapt by changing IPs and user agents, making enforcement a persistent challenge.

20th of January

Instagram’s 2025 updates: New features to improve engagement

Instagram has rolled out a range of new features and updates in 2025 to improve user engagement and enhance the overall platform experience. These updates span various aspects, from content creation to messaging and shopping. Here’s a summary of the key changes:

1. Extended Reels length
Instagram Reels can now be up to three minutes long, offering creators more time to share in-depth content. This change allows businesses to tell more detailed stories and engage users in a longer format. This extended time is ideal for creating captivating and informative Reels.

2. Updated profile grid layout
Instagram’s profile grid has been revamped to feature a rectangular format, designed to give more prominence to video content. This update reflects the platform’s increasing focus on video over static images. Businesses should adapt their profiles to make the most of this updated layout, especially by highlighting video content.

3. Trial reels for content testing
Instagram now allows users to test their content through trial Reels, helping them optimise their videos before publishing. This feature is particularly useful for businesses and content creators looking to refine their Reels before sharing them with a wider audience.

4. Dedicated tab for story highlights
Instagram has introduced a dedicated tab for Story Highlights, making it easier for users to showcase and access their best Stories. This update helps businesses organise and highlight key content, improving the visibility of important posts.

5. Removal of hashtag following feature
Instagram has removed the option to follow hashtags, a move that may streamline the platform’s overall user experience. While this eliminates one method of discovering content, users can still explore hashtags through search.

6. Clickable links for Meta-Verified users in reels
Meta-verified Instagram users can now include clickable links in their Reels, with a tiered pricing system for this feature. This update enables verified users to drive traffic directly from their Reels, offering new opportunities for monetisation and audience engagement.

7. Personalise your IG chats with nicknames
Instagram users can now assign custom nicknames to their contacts in direct messages, adding a personal touch to conversations. This new feature allows for more intimate and organised messaging, enhancing the user experience.

8. New stickers for expression
Instagram has added a variety of new stickers for Stories and DMs, including AI stickers. These interactive elements allow users to express themselves in creative and fun ways, making Stories and messages more engaging.

9. Profile cards
Instagram has introduced profile cards, functioning as virtual business cards. These cards include details like a profile picture, bio, and QR code. Profile cards are useful for networking and easily sharing Instagram profiles across platforms.

10. Commenting on Instagram stories
Users can now comment directly on Instagram Stories, increasing the interactivity and engagement of this feature. Businesses can take advantage of this update to encourage followers to engage in conversations around their Stories.

11. Expanded carousels
Instagram carousels now support up to 20 slides, allowing users to share more content in a single post. This feature provides brands and content creators the opportunity to showcase detailed campaigns, products, or stories more comprehensively.

12. Add notes to posts or reels
Users can now add notes to their posts or Reels, offering additional context or information. This feature enables businesses to enrich their content and share relevant updates or commentary with their audience.

13. Instagram’s new look
Instagram has once again updated its appearance, providing a fresh, modernised look to the app. These design tweaks aim to make the platform more intuitive and user-friendly.

14. Edit direct messages
Instagram now allows users to edit their direct messages within 15 minutes of sending. This update helps users correct mistakes or make improvements to their messages, offering a smoother communication experience.

15. Pinning chats
Instagram has introduced a chat pinning feature, allowing users to keep important conversations at the top of their inbox for easy access. This is especially helpful for users who manage multiple conversations.

16. Promo codes for shopping
Instagram has integrated promo codes directly into the platform, allowing users to redeem discounts while shopping. This streamlines the shopping experience and enhances Instagram’s role as a shopping hub.

17. Group chat conversation starters in notes
Users can now use Notes to start conversations in group chats. This feature encourages more engagement within group chats, fostering better communication among users.

18. Custom DM themes
Instagram now offers custom DM themes, allowing users to personalise their messaging experience. This feature adds a creative twist to conversations and gives users more freedom to customise their chats.

19. Zoom In on profile pictures
Instagram users can now zoom in on profile pictures, allowing for a closer look at profile images. This small update adds a bit more functionality to the platform’s profile viewing experience.

20. Location tags in notes
Instagram is testing out location tags in Notes, providing users with the ability to share their location when starting a conversation. This feature offers more ways to personalise and contextualise posts and messages.

21. Launch of threads
Instagram has launched a new app called ‘Threads’, which is focused on building closer connections and conversations. This new app is designed to foster more intimate, private interactions among users.

22. Group profile feature
Instagram has introduced a new group profile feature, allowing users to create shared profiles for their groups. This feature is perfect for communities and friends who want to manage content together.

23. Multiple links in Bio update
Instagram now allows users to add multiple links to their bio, offering more flexibility for content creators, businesses, and influencers to promote multiple sites or campaigns at once.

24. Schedule posts directly in instagram
Instagram users can now schedule posts directly within the app, making it easier for businesses to plan their content. This feature simplifies the content management process, especially for brands with multiple posts to share.

25. Ad-Free feed and no suggested posts
Instagram is introducing an ad-free feed with no suggested posts. This gives users a cleaner, more streamlined browsing experience and allows businesses to focus on organic reach.

26. Reels-Only video posts
All video posts on Instagram are now Reels-only. This change emphasises the platform’s commitment to short-form video content, pushing users and brands to adapt their video strategies accordingly.

27. Instagram grid pinning
Instagram now allows users to pin posts to their profile grid, making it easier to highlight important or high-performing content. This feature enables businesses to ensure their most relevant posts are always visible.

28. 60-Second Instagram stories
Users can now post 60-second Stories without any cuts. This update allows for more flexibility in creating longer, seamless Stories that offer more value to followers.

29. Algorithm Updates for 2025
Instagram has explained its 2025 algorithm, offering greater transparency into how content is ranked and recommended on the platform. Users and businesses can now better understand how their content is prioritised in feeds.

30. 2025 Reels updates
Instagram has also made updates to its Reels feature in 2025, improving how Reels are discovered and interacted with. These changes make Reels a more integral part of the Instagram experience, encouraging users to embrace video content.

31. Profile embed
Instagram has introduced a profile embed feature, allowing users to showcase their Instagram profiles on external websites. This is ideal for businesses and influencers who want to display their Instagram content across other platforms.

32. Instagram playback
The platform has launched Instagram Playback, a feature that lets users view a summary of their most engaging content over a given period. This is particularly useful for businesses looking to review content performance.

33. Instagram map search
Instagram has introduced a map search feature, making it easier for users to discover content based on location. This update is especially valuable for local businesses or events looking to attract nearby audiences.

34. Instagram creator mode
Instagram has introduced a Creator Mode, which offers tools and features specifically designed for content creators. This mode includes features like enhanced analytics and monetisation options to help creators grow their presence on the platform.

35. Instagram professional dashboard
The Professional Dashboard has been updated to offer more insights and management tools for businesses. This update provides better analytics and control for those managing Instagram business accounts.

36. Instagram insights
Instagram has updated its Insights feature to offer more detailed analytics, allowing businesses to track the performance of their content and optimise their social media strategies.

37. Hiding Instagram likes
Hiding Instagram likes is now optional, giving users more control over how their content is perceived. This option allows individuals and brands to focus on engagement metrics without the pressure of visible like counts.

38. New Story interactive stickers
Instagram has introduced a new set of interactive stickers for Stories, offering more ways to engage with followers. These stickers include polls, quizzes, and more, encouraging users to interact with Stories in fun and creative ways.

39. Instagram Shops & In-shop Ads
Instagram Shops has been updated with new in-shop ads, providing businesses with more ways to advertise their products directly within the shopping experience.

40. Manage Instagram DMs from Desktop
Instagram now allows users to manage their direct messages from a desktop computer, making it easier for businesses to handle customer inquiries and messages from a larger screen.

22nd of January of 2025

TikTok’s U.S. ban delayed: What it means for brands and the UK market.

TikTok’s future in the U.S. has taken a dramatic turn. On 19th January, a law set to ban the platform due to national security concerns was due to come into effect, meaning TikTok could no longer be downloaded from U.S. app stores. However, President Trump intervened, signing an executive order granting TikTok a 75-day extension to comply with the law. During this period, the U.S. government will not enforce the ban, giving the platform time to find a solution, potentially involving a sale to a U.S. entity or a new partnership with the U.S. government.

The decision to delay the ban allowed TikTok to restore service to its 170 million users in the U.S., after briefly halting operations on 19th January. Despite this reprieve, TikTok remains unavailable for new downloads from app stores, leaving the platform in a state of uncertainty. While Trump suggested the possibility of a 50-50 partnership between ByteDance, TikTok’s Chinese owner, and the U.S., no further details were provided.

For brands, this latest development presents both opportunities and challenges. The brief interruption in service may have impacted campaign planning and ad spend, as TikTok had paused advertising until the situation was resolved. Marketers who had already committed to spending on the platform in 2025 may need to reassess their options, particularly if the situation remains unresolved beyond the 75-day extension.

In the UK, while TikTok’s U.S. operations are separate, global brands need to remain vigilant. A prolonged ban in the U.S. could influence TikTok’s global strategy, potentially shifting user behaviour and affecting brand engagement. As TikTok’s uncertain future continues to unfold, UK-based brands should consider diversifying their marketing strategies and be prepared for changes in audience preferences. Marketers should also stay agile and adjust their approaches, as platforms like Meta and YouTube may see a shift in user activity and advertising spend.

In summary, while TikTok has been granted temporary relief in the U.S., brands must continue preparing for potential disruptions and remain flexible in their digital strategies. The extension may buy time, but the platform’s future is still unclear, and businesses should be ready to pivot if necessary.

23rd of January of 2025

Google removes breadcrumbs from mobile search results to simplify URL display

Google has made a significant change to how URLs appear in mobile search results by removing breadcrumb navigation. Instead of showing a structured path indicating a webpage’s location within a site’s hierarchy, mobile search results will now display only the domain. This update aims to simplify the user experience on smaller screens, where breadcrumbs often appeared truncated or incomplete.

Breadcrumbs were first introduced in 2009 to help users understand a website’s structure at a glance. By replacing traditional URLs with a more readable format, Google sought to provide better context for search results. However, on mobile devices, limited screen space has made it difficult for users to view full breadcrumb trails, reducing their effectiveness. As a result, Google has decided to streamline the mobile search experience by displaying just the domain.

For desktop users, there will be no change. Breadcrumbs will continue to appear in search results, allowing users to see a webpage’s placement within a website’s hierarchy. This suggests that Google still recognises the value of breadcrumbs in desktop search but believes they do not offer the same level of usefulness on mobile.

Despite the removal of breadcrumbs from mobile search results, websites that use breadcrumb structured data do not need to make any changes. Google has confirmed that breadcrumb markup remains supported, meaning it will still be recognised for ranking and indexing purposes. Additionally, tools such as the Breadcrumb Rich Result Report in Google Search Console and the Rich Results Test will continue to function as usual.

24th of January of 2025

Google Ads enhances performance Max with advanced targeting and improved reporting

Google Ads has introduced a series of updates to Performance Max, enhancing the level of control advertisers have over their campaigns while improving transparency and reporting. These changes aim to refine targeting strategies, offer deeper performance insights, and ensure that artificial intelligence (AI) is working in alignment with specific marketing objectives.

Among the key updates is the introduction of campaign-level negative keywords, which are now available to all advertisers. This feature provides a more precise way to prevent ads from appearing for irrelevant search terms, ensuring budgets are allocated more efficiently. Additionally, a new customer acquisition goal, known as High Value Mode, has been introduced. This enables businesses to target high-value customers based on their predicted lifetime value, helping brands focus on audiences with the most long-term potential.

Brand exclusions have also been enhanced, particularly for retail campaigns. Advertisers can now apply separate exclusions for Search text ads and Shopping ads, allowing for more tailored brand protection strategies. Another improvement comes in the form of expanded “URL contains” rules, which now apply to product feed campaigns. This feature enables advertisers to target specific page categories more effectively.

Google has also introduced beta features that expand control over campaign targeting. Demographic exclusions now allow advertisers to exclude specific audience segments, such as particular age brackets. Device targeting has also been refined, with options to customise targeting across computer, mobile, and tablet traffic, providing greater flexibility in reaching the right audience on the most relevant devices.

Transparency and reporting have also been a major focus of these updates. Performance Max now includes an improved search themes function, which features a new usefulness indicator, helping advertisers gauge how effective their search themes are. Additionally, clearer insights are now available into whether search queries originate from keywordless targeting or manually added search themes. Search terms insights have also been improved, offering a more detailed understanding of campaign performance and opportunities for optimisation.

Further refinements have been made to asset group reporting, making it easier to segment and download performance data. Advertisers can now access conversion data broken down by device, time, and other key metrics, allowing for more precise analysis and optimisation. This data is also more accessible for sharing and evaluating outside the Google Ads interface, streamlining the process of campaign management and performance review.

30th of January of 2025

Google to migrate all reCAPTCHA services to Google Cloud by the end of the year

Google has announced that all reCAPTCHA services will be migrated to Google Cloud by the end of the year, requiring users to transfer their existing reCAPTCHA keys to Google Cloud projects. While the service will remain free for up to 10,000 assessments per month, businesses and developers are encouraged to initiate the migration process early to ensure a smooth transition and continued protection against spam and abuse.

This migration is part of Google’s broader strategy to unify reCAPTCHA customers under a single set of terms and pricing while offering enhanced security and management tools. By moving to Google Cloud, users will gain access to advanced analytics, monitoring, logging, and auditing features. The transition will be carried out in phases, with users receiving periodic email updates detailing when their keys are eligible for migration. At the designated time, Google will automatically generate a corresponding Google Cloud project and link the existing keys.

To prevent potential service disruptions, users are advised to take proactive steps by following Google’s migration guidelines. Businesses that fail to complete the transition by the end of 2025 may experience interruptions in their reCAPTCHA functionality. While the standard service remains free for those using fewer than 10,000 assessments per month, users exceeding this threshold will be required to set up billing and move to reCAPTCHA’s Standard or Enterprise pricing tiers. Google has assured users that no fees will be charged for migrating their keys, and those approaching the 10,000-assessment limit will receive an email notification before charges apply.

To help users estimate potential costs, Google has provided a pricing calculator and a detailed pricing table outlining the different tiers of service. Additionally, emails sent to reCAPTCHA users include an overview of their average usage over the past three months, allowing businesses to plan accordingly.