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

3rd of March of 2025

Google tests triple serving Ads on search results pages

In December, Google confirmed it was testing double serving ads in search results, where the same ad from the same advertiser appeared more than once on a single page. This practice was previously against Google Ads policies. However, it now appears Google is experimenting with triple serving ads in the same search results page.

Google recently updated its help documents to indicate that it could serve the same ad across different ad locations, allowing the same ad to appear more than once. The ad appeared at the top of the page, within the local pack, and at the bottom of the page. In addition, Higman noted that the advertiser was showing a 100.87% top of page rate and absolute top of page rate in their auction insights, suggesting something unusual is taking place in the ad auctions.

This shift in ad serving could have significant implications for brands. With the potential for the same ad to appear multiple times on a single search results page, advertisers may experience increased visibility. However, it could also lead to heightened competition, as multiple placements for the same brand might push other advertisers further down the page. Brands will need to carefully monitor their campaigns to ensure their ad spend is being optimised effectively in this evolving auction environment.

4th of March of 2025

Google introduces QR codes for business reviews

Google has introduced QR codes that allow businesses to provide customers with a quick and convenient way to leave reviews on Google Search and Google Maps. This feature is available within Google Business Profiles under the reviews section.

Businesses can access this function on desktop by searching for their business, selecting “Ask for reviews”, or navigating to their reviews and clicking “Get more reviews”. The prompt encourages businesses to generate a QR code that directs customers to their Google Business Profile, making it easier to collect feedback. Google highlights that reviews help build trust and improve visibility on Search and Maps.

Lisa Landsman from Google announced the update on LinkedIn, explaining that businesses no longer need to use external QR code generators. The process is now integrated within Google Business Profiles, allowing users to create a QR code in just a few steps.

Although this feature is new in its current form, Google has previously experimented with QR codes. In 2009, Google introduced QR codes, but the scanning process was slow at the time. By 2010, businesses could print their own QR codes, but the feature was later discontinued in 2011.

YouTube updates mid-roll Ad placement for improved viewer experience

YouTube is set to change the way mid-roll advertisements are placed in videos from 12th May. The update is designed to improve viewer experience and increase revenue for content creators by positioning ads at more natural transition points.

Currently, creators can either manually insert ad breaks or allow YouTube to place them automatically. With the update, YouTube will enable a combination of both methods, allowing its system to override manual ad placements if a more suitable break is identified. The platform is enhancing its automatic detection to ensure better ad positioning while maintaining the option for manual adjustments. A new feature will also highlight disruptive ad slots, giving creators the opportunity to modify placements accordingly.

The change is expected to improve viewer retention by preventing ads from interrupting sentences or key action moments. YouTube’s testing has shown that channels using both automatic and manual mid-roll ads experienced a 5% increase in revenue compared to those relying solely on manual placements. Videos uploaded before 24th February with manual mid-roll ads will automatically be adjusted to align with natural pauses. Creators who prefer full control can opt out of the additional placements via YouTube Studio, but disruptive mid-rolls could result in lower earnings.

These updates indicate a stronger emphasis on YouTube’s automated ad placement system, encouraging creators to use auto-inserted breaks for a smoother viewing experience and potentially higher revenue.

Google trials creator partnerships for YouTube shorts advertising

Google is testing a new feature within Google Ads that allows advertisers to identify and promote YouTube Shorts that feature their brand. Currently in beta, this functionality is designed to streamline collaboration between brands and creators by enabling advertisers to leverage existing short-form content.

Powered by BrandConnect, Google’s creator marketing platform, the feature provides advertisers with a tool to discover YouTube Shorts that mention their brand or products. Once enabled, Creator Partnerships can be accessed via the Tools section in the Google Ads interface, offering businesses a new way to incorporate creator-driven content into their campaigns.

This development reflects the increasing role of user-generated content in advertising, with brands seeking to engage audiences through more authentic and relatable video content. While Creator Partnerships is currently available on an invite-only basis, its introduction could significantly influence how brands approach short-form video advertising and creator collaborations.

5th of March of 2025

Google expands AI-Powered shopping features with vision match and virtual try-ons

Google has announced a series of updates to Google Shopping and Search, incorporating artificial intelligence (AI) to enhance the user experience. These updates include the launch of the Vision Match feature, the expansion of the Try On feature to include more clothing items, and the introduction of a new feature allowing users to virtually try out beauty products and new looks.

The Vision Match feature, which was previously available in beta, is now officially available on Google Search in the U.S. Users can try it by searching for any garment, adding as many details as desired, and selecting the “Can’t find it? Create it” prompt. This will offer suggestions to refine the search, allowing users to browse products that are available for purchase. Vision Match can also be accessed through the Shopping tab by navigating to the left-hand panel and tapping “Create & shop.”

The new Try On feature for beauty products enables users to experiment with various makeup looks. By searching for makeup styles associated with celebrities, influencers, and trending looks such as “soft glam,” users can try on makeup products virtually. This feature, which draws inspiration from trending searches and seasonal makeup styles, allows users to visualise complete looks from multiple brands and discover shoppable options.

Additionally, the Google Search virtual Try On feature is being expanded to include more clothing items. Now, users can try on items such as pants and skirts before making a purchase. By searching for terms like “skinny jeans” or “silk skirt” and selecting the “try-on” badge, users can choose a model size ranging from XXS to XXL. This feature allows shoppers to visualise how these items would look on their own body before proceeding to buy, with the option to shop directly from the retailer’s website.

Although this feature is not new, it has been expanded to include a wider range of items. Google has also updated its machine learning models to generate a more comprehensive look, which includes not just the item being tried on but also matching tops and shoes worn by the model.

Google upgrades AI overviews with Gemini 2.0 and debuts AI mode for Google One subscribers

Google has expanded its AI-powered search features with the introduction of Gemini 2.0, enhancing AI Overviews and launching an experimental “AI Mode” for Google One subscribers.

In the United States, Google has upgraded AI Overviews with the advanced capabilities of Gemini 2.0. This update promises improvements in areas such as coding, advanced mathematics, and multimodal searches. Users can expect faster and more accurate results, with AI Overviews appearing more frequently for these types of queries. Additionally, Google has removed the sign-in requirement for AI Overviews, which is likely to increase their presence.

Alongside this, Google has unveiled “AI Mode,” a new experimental feature available to Google One AI Premium subscribers through Google’s Labs programme. AI Mode is designed to provide a more AI-driven experience for search results, addressing the demand from users seeking more AI integration in their queries. This feature, which leverages a custom version of Gemini 2.0, enables the handling of complex, multi-part questions that would traditionally require several separate searches. It also allows users to ask follow-up questions, receive information from multiple data sources at once, and interact via voice, text, or images, thanks to its multimodal capabilities.

AI Mode represents a step beyond the current AI Overviews by introducing more advanced reasoning and thinking. Google’s approach to this feature includes a technique called “query fan-out,” which runs multiple related searches across subtopics and synthesises the results into a unified answer. The technology taps into Google’s Knowledge Graph, real-world information, and product data to provide these responses, linking to relevant sources where appropriate.

Users can access AI Mode in several ways: through the AI Mode tab under the search bar on Google.com, by visiting google.com/aimode directly, or via the AI Mode icon in the Google app. Despite its capabilities, Google has acknowledged that AI Mode is still an experimental product and may not always deliver perfect results. The company has implemented several safeguards to mitigate issues such as hallucinations or misleading information. These include integration with Google’s core search ranking and safety systems, as well as using the model’s reasoning abilities to improve factual accuracy. When the AI’s confidence is low, it defaults to standard web search results.

Microsoft Copilot rolls out showroom Ads and dynamic filters for improved user engagement

Microsoft is expanding its advertising capabilities within Copilot, introducing new interactive ad formats designed to boost user engagement and personalization. These updates aim to improve the overall relevance of ads and create a more interactive experience for users.

Copilot ads are now fully deployed in English, French, and German markets, with plans to roll out in Spanish and Japanese shortly. The two new ad formats being introduced are Microsoft Advertising Showroom ads and Dynamic filters. The Showroom ads offer an immersive digital experience that mimics physical showrooms, enabling users to explore products and ask questions. These ads are designed to complement the organic experience with rich sponsored content. Future updates may include the integration of brand agents, allowing for direct interaction with users.

Dynamic filters help users refine their searches more efficiently, narrowing down options based on individual preferences without the need for additional typing. This feature will be available in English-language markets starting in March. Microsoft Advertising’s research has shown that ad relevance metrics in Copilot are 25% better than traditional search, thanks to richer conversation signals.

The introduction of these interactive ad formats aims to provide a more immersive user experience, potentially increasing conversions by aligning ads more closely with user preferences. With improved ad relevance metrics and dynamic ad generation capabilities, advertisers can expect higher click-through rates and better overall campaign performance. Microsoft plans to begin piloting Showroom ads with select clients in April, further transforming online product interactions.

Google updates robots meta tag guidelines to include AI mode

Google has updated its robots meta tag documentation to include details on managing content visibility in AI Overviews and the newly introduced AI Mode. The update, which aligns with the rollout of AI Mode via Google Labs, provides publishers with more control over how their content is presented in AI-powered search features.

The updated documentation clarifies that the nosnippet and max-snippet directives now apply to AI-driven search results. The nosnippet directive prevents content from being used in AI Overviews and AI Mode, as well as other search results such as web search, Google Images, and Discover. The max-snippet directive, on the other hand, allows publishers to limit the amount of content used in AI Overviews and AI Mode, applying to all search results.

AI Mode is an experimental feature currently available to Google One AI Premium subscribers. It uses a custom version of Gemini 2.0 to create a search experience driven entirely by AI. AI Mode employs a “query fan-out” technique, issuing multiple related searches across various subtopics and data sources before combining the results to generate a comprehensive answer. This approach enables AI Mode to handle complex, multi-part questions that would typically require multiple searches. It also supports follow-up questions for ongoing conversations, synthesises information from multiple sources simultaneously, and offers multimodal interaction capabilities through voice, text, or images.

For website publishers, the introduction of AI features may reduce direct visits to their sites, as AI-powered summaries of content become more prominent in search results. To mitigate this, publishers can use the nosnippet directive to block their content from appearing in AI responses or apply the max-snippet rule to limit the amount of text displayed, encouraging users to visit the site for the full information.

7th of March of 2025

Google axes controversial page annotations feature on iOS

Google has discontinued its Page Annotations feature, which was available on the iOS app and had raised concerns about diverting traffic from websites to Google’s search results. The feature, which was introduced late last year, automatically converted certain on-page text into Google Search links without obtaining consent from website publishers.

Page Annotations, which had been in operation for just four months, generated controversy due to its ability to create tappable links that directed users to Google’s search results rather than keeping them on the original websites. The feature used an opt-out model, meaning that publishers were automatically included unless they actively opted out by submitting a form. If publishers chose to opt out, the changes would take effect within 30 days.

The feature’s removal has been confirmed through recent updates, and all references to Page Annotations have been removed from Google’s official documentation on controlling content shared with the search engine. The documentation now outlines other methods for publishers to manage their content’s appearance in search results but no longer mentions the discontinued feature. Furthermore, the announcement thread regarding Page Annotations on Google’s community forums has also been taken down.

Microsoft adds “Why This Ad?” feature to Bing search results

Microsoft has introduced a new feature to Bing search results that provides greater transparency in its search advertising. This addition allows users to better understand the reasons behind the placement of specific ads in their search results.

The feature appears as a dropdown option next to ad URLs in Bing search results. When users click on the dropdown arrow next to an ad’s URL, a dialog box appears, offering an explanation of why that particular advertisement was displayed. The level of detail varies depending on the user or region, with some users seeing a generic “Learn how your ads are chosen” message, while others are presented with more specific information, such as the reasons for ad selection, advertiser details, and user-specific targeting factors.

The feature comes as digital advertising platforms face increased scrutiny over transparency and user privacy. Microsoft is following in the footsteps of Google, which has already implemented similar transparency features in its search results. Although the feature is being rolled out inconsistently, it appears to be part of a test phase before a broader release. This move is likely in response to growing demand for clearer insights into ad targeting.

While Microsoft has not formally announced the feature, users have begun to notice the change and are drawing comparisons with Google’s existing ad transparency tools.

TikTok’s projected $32.4 billion Ad revenue at risk due to US ban threats

TikTok is projected to generate $32.4 billion in global advertising revenue this year, reflecting a 24.5% year-on-year growth, despite growing concerns over a potential ban in its largest market, the United States. According to research by WARC Media, this forecasted growth highlights the platform’s increasing dominance in the digital advertising space.

The United States remains TikTok’s largest market, contributing significantly to its advertising revenue. However, this share is expected to decrease from 43.3% in 2022 to 34.0% by 2026. If a ban were to occur, $11.8 billion of advertising spend would be at risk, creating substantial uncertainty for brands that rely heavily on TikTok as a key marketing channel.

TikTok users spend an average of 35 hours per month on the platform, surpassing Instagram usage. This high engagement level, combined with TikTok’s ability to drive a 4.2x return on advertising spend (ROAS), including sales influenced by Amazon, underscores its effectiveness as an advertising tool. As a result, TikTok is fast becoming a full-funnel advertising platform, helping brands move from discovery to purchase.

The looming possibility of a ban on TikTok in the US has put significant pressure on brands, with the April 5th deadline for ByteDance to divest TikTok approaching. In response, agencies are increasingly investing in TikTok ads, with 81% planning to boost their ad spend on the platform this year, according to WARC data.

If the ban comes into effect, platforms such as Instagram, YouTube, and Snapchat are expected to absorb the displaced advertising spend. Despite this uncertainty, advertisers continue to be intrigued by TikTok’s potential but remain cautious due to ongoing regulatory challenges and concerns about targeting and brand safety.

TikTok’s advertising growth is undeniable, but with the US government extending the ban deadline, the platform’s future remains uncertain, leaving advertisers with a sense of unpredictability.

Google updates manual actions for site reputation Abuse

Google has updated its manual actions documentation to provide clearer guidance on the next steps for site reputation abuse. The new documentation clarifies that if you receive a manual action for this issue, you should not block the offending content using the robots.txt file when applying the noindex rule. This update aims to prevent confusion around the correct steps to take when addressing content that violates Google’s site reputation policies.

Previously, Google suggested actions such as moving the violating content to a new domain, using noindex to exclude the content from Search indexing, or reworking the content as first-party content. It also advised against redirecting URLs from the old site to the new site, as this could introduce the reputation abuse issue again.

The updated guidance now provides more explicit instructions. The first recommendation is to move the violating content to a new domain. If links from the old site point to the new one, the nofollow attribute should be used, and URL redirection should be avoided. Next, Google advises using the noindex rule to exclude the offending content from Search indexing, but it stresses that the content should not be blocked via the robots.txt file. Another option is to redo the violating content as first-party content. Lastly, if the violating content cannot be rectified, it should be removed from the site entirely.

This updated documentation provides clearer and more actionable steps for webmasters and site owners to follow in the event of a manual action for site reputation abuse.

11th of March of 2025

Google tests new expandable shopping Ad format with interactive carousel

Google is currently testing a new shopping ad format that significantly enhances the visibility and interaction with product listings. The format allows for a larger display of products within a store, offering more detailed product information alongside larger images. Users can then swipe through a carousel of the items, providing an interactive and visually appealing shopping experience.

While similar formats have been seen in the past, this new iteration is more advanced. It draws inspiration from local expanding image ads, but goes beyond that by offering a more immersive and expansive showcase of products. As of now, Google has yet to release an official statement regarding this particular ad format.

12th of March of 2025

Google Ads Editor 2.9 released with new features and system requirements

Google has launched version 2.9 of its Google Ads Editor, bringing several updates to improve campaign management. Manager account (MCC) owned labels can now be attached to entities in child accounts, while shopping ads can serve on brand-related search terms even when brand exclusions are in place. A new option allows vertical video generation for responsive video ads.

The update introduces support for Masthead ads, limited lift measurement, and new video options for Demand Gen campaigns, including an AutoTrim setting for shorter videos. Performance Max campaigns now allow age exclusions, and Enhanced CPC has been removed when used with Maximise Clicks or Manual CPC strategies in Search and Display campaigns.

Google Ads Editor 2.9 now works more smoothly with Google Sheets, offering multi-tab export and import, along with colour highlighting for local edits. A new Ad Preview link for responsive search ads and asset groups provides a clearer view of how ads will appear before publishing. Standard Video campaigns with Target CRM bidding and no inventory control have been replaced with VRC 2.0 campaigns, which require responsive ad groups and video ads.

The Mac version now requires macOS 12 or later. This release follows version 2.8, launched in November 2024.

Google Ads expands negative keyword L=limit for performance max campaigns

Google Ads has increased the negative keyword limit for Performance Max campaigns from 100 to 10,000. Initially, the restriction was set at 100 when the feature was introduced, prompting questions from advertisers about the low cap. In response to industry feedback, Google has now significantly expanded this limit.

The update brings Performance Max campaigns in line with Search campaigns, offering advertisers greater control over their targeting while maintaining the flexibility needed to meet campaign goals. Google has advised advertisers to use negative keywords carefully to avoid restricting the system’s ability to drive valuable conversions.

The rollout is taking place over the next few weeks, so some advertisers may not see the increased limit immediately.

March 14th of 2025

Google rolls out March 2025 core update

Google has announced the rollout of its March 2025 core update, which began on 13th March at approximately 12:30 pm ET. The update is expected to take up to two weeks to complete and is described by Google as a regular core update aimed at improving search results by surfacing more relevant and satisfying content.

In an announcement, Google outlined two key aspects of this update. Firstly, it is a routine update designed to enhance the visibility of high-quality content across all types of websites. Secondly, the company reiterated its ongoing commitment to improving content visibility for creators through a series of updates throughout the year, some of which have already been implemented, with more expected in the coming months.

While it remains uncertain whether this update will bring significant improvements for content creators affected by previous core updates or helpful content updates, the industry will be closely monitoring the impact over the coming weeks.

The March 2025 core update follows the December 2024 core update, which rolled out from 12th to 18th December. Google has consistently refined its search algorithms, previously introducing updates that were informally referred to as Phantom updates before official confirmations became standard practice.

As the rollout progresses, the search marketing industry will be closely assessing its impact on rankings and visibility, particularly for content creators aiming to regain traction following previous updates. Further refinements to Google’s ranking systems are expected as the company continues its ongoing efforts to enhance search quality.

17th of March of 2025

Reddit introduces ‘Hide’ option for Ads

Reddit has launched a new feature allowing users to hide ads from specific advertisers, reinforcing its commitment to improving user experience. The option, available via a dropdown menu on any feed-based advertisement, will block ads from the selected advertiser’s account for at least one year. This function complements Reddit’s existing ad reporting feature, which also prevents ads from flagged advertisers.

The rollout will take place gradually across iOS, Android, and desktop over the coming weeks. By enabling users to control their ad exposure, Reddit is increasing the stakes for advertisers to deliver high-quality, relevant content. Poorly targeted or disruptive ads could now result in long-term audience loss, making strategic audience segmentation and creative execution more critical than ever.

This update aligns with broader industry trends as platforms respond to growing user dissatisfaction with intrusive ad experiences. Reddit has already implemented sensitive ad filters, introduced last year, allowing users to avoid content in divisive categories such as politics and religion. The company has signalled its intention to refine ad controls further, inviting community feedback on future developments.

While Reddit remains an ad-supported platform, this move suggests a strategic shift toward balancing advertiser reach with a more user-driven ad experience. If successful, it could drive more effective ad targeting while fostering a more engaged audience.

Microsoft trials local business tags in Bing search Ads

Microsoft is testing a Local Business tag within sponsored listings on Bing search results. This feature is part of a wider experiment involving blue-labelled tags designed to highlight key attributes of advertisements.

The Local Business tag could provide an advantage for nearby advertisers by drawing attention to their proximity to potential customers. Microsoft is also trialling additional tags, including one indicating that a product is made in the USA, another flagging special offers, and a Free Shipping tag for listings with no-cost delivery options.

These visual markers could influence click-through rates by quickly conveying essential details to users. For smaller businesses, the Local Business tag could help improve visibility against larger competitors by making location a clear selling point. Similarly, tags such as Made in the USA, Deal, and Free Shipping allow advertisers to emphasise important features that might otherwise go unnoticed in busy search results. Effectively, these tags act as free ad extensions, drawing attention to key selling points and potentially driving more relevant traffic without additional cost.

Microsoft has not yet confirmed whether these tags will become a permanent feature or how advertisers can qualify for them. The ongoing tests suggest that the company is exploring ways to make sponsored search results more informative and appealing to users.

Google Assistant to be replaced by Gemini

Google has announced that it will begin phasing out Google Assistant in favour of Gemini, its latest voice assistant. Over the coming months, users on mobile devices will be transitioned to Gemini, with the classic Google Assistant set to be discontinued on most mobile devices later this year. It will also be removed from app stores, making it unavailable for new downloads.

This transition will affect most Android devices, except those running Android 9.0 or earlier and those with 2GB of RAM or less. To run Gemini, devices must have at least 2GB of RAM and be operating on Android 10 or newer. The change will apply to a range of Android devices, including phones, foldable devices, and tablets such as the Pixel Tablet.

In addition to mobile devices, Google plans to introduce Gemini to tablets, cars, and connected devices like headphones and smartwatches. The new assistant will also be integrated into home devices, including smart speakers, displays, and televisions.

The shift to Gemini has been anticipated for some time, especially since Google has gradually reduced features on Google Assistant. Meanwhile, reports suggest that Apple is still determining its approach to Siri and its broader artificial intelligence strategy.

18th of March of 2025

First order’ discount label seen in Google Shopping Ads

Google Merchant Center has introduced a new field for first order discounts, which is now being reflected in Google Shopping Ads within search results. The label “First order” has started appearing alongside product listings, signalling a potential new standard for highlighting introductory discounts.

Google has previously tested variations of this labelling, including “1st order price,” but the current iteration suggests a more official rollout. While this feature may not be entirely new, evidence of similar implementations has surfaced before. Nine months ago, Alfred Simon shared a screenshot on LinkedIn displaying the “1st order price” label within Shopping Ads, indicating that Google has been experimenting with the presentation of these discounts for some time.

The introduction of the “First order” label aims to enhance visibility for promotional offers targeted at new customers. By integrating this into Shopping Ads, businesses may see improved engagement and conversion rates, as consumers are more likely to take advantage of first-time purchase incentives when they are clearly displayed within search results.