Google has introduced a new conversion metric for advertisers: Branded Searches. Quietly launched after being teased at Google Marketing Live 2025, this new feature allows marketers to measure how their upper-funnel campaigns spark brand interest across Google Search and YouTube. It’s a long-awaited capability that offers tangible insight into the awareness stage, traditionally one of […]
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Google’s rollout of AI Mode on 20 May marks a major shift in how people search online. It is not a full leap into large language models (LLMs), but it is the clearest move yet toward integrating generative AI into core search behaviour. The implications are significant, not just for users, but for advertisers navigating
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For all the promises about AI-powered search delivering higher-quality traffic, the data is painting a more nuanced picture. A new study from Ahrefs, analysing nearly 82,000 websites between May and June 2025, reveals a clear divergence in user behaviour between traditional search traffic and visits from AI platforms like ChatGPT, Perplexity, and Copilot. The findings
[NEW STUDY] AI Traffic Outperforms on Conversions Not Engagement Read More »
One year after the launch of Google’s AI Overviews, the search landscape has shifted dramatically. While impressions on Google are up more than 49% year on year, click-through rates have dropped by nearly 30%. For marketers and SEO leaders, this signals a structural change, not a temporary trend. BrightEdge’s latest study confirms that visibility no
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Google is stepping up its AI game with the broader rollout of AI Mode in Search, offering users a more conversational, ChatGPT-style interface. Initially made available to a small group of testers in March via Google Labs, the tool is now being opened up to all Labs users in the US, with limited testing already
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At its 2025 Cloud Next event, Google made its clearest move yet to lead the next era of AI. This wasn’t a series of feature updates. It was a comprehensive strategy to put AI agents at the centre of marketing operations. These agents are not simple chatbots or automation scripts. They are intelligent systems capable
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In a digital landscape dominated by video, YouTube continues to outpace platforms like Instagram and Facebook in both reach and engagement, especially among younger audiences. While TikTok has gained significant traction in short-form content, YouTube stands apart with its unique combination of short and long-form video, deeper user engagement and multi-format versatility. This positions it
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Influencer marketing has become a key component of digital advertising, with brands increasingly turning to content creators to drive awareness and engagement. YouTube has been a significant player in this space, though it has historically focused more on ad placements rather than direct brand-creator collaborations. However, with the growing influence of short-form content and creator-led
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Google is rolling out a series of AI-driven updates to its Performance Max campaigns, bringing new capabilities designed to enhance creative assets, improve audience targeting, and optimise ad performance. These updates include: Improved AI-generated images, including depictions of human characters Asset-audience recommendations, helping advertisers choose the most effective visuals New asset testing capabilities, allowing brands
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The search landscape is shifting fast, and marketers can no longer rely on the same strategies that worked a year ago. Google’s AI Overviews (AIOs) are fundamentally altering how users interact with search results, leading to declining click-through rates (CTRs) for both organic and paid search. But Google isn’t operating in a vacuum. Rising competition
[NEW STUDY] Google Organic & Paid Traffic Falls Read More »