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Google AI Overviews Revolutionise Search Ads
At Google Marketing Live 2025, India witnessed Google redefining digital marketing with AI-powered solutions. With 15% of daily searches being new, longer, and more conversational, Google’s AI Overviews provide context-rich answers that go beyond traditional blue links. Now, Search and Shopping ads appear directly within these AI-generated overviews, labelled as “Sponsored,” giving brands the chance to reach users at the most receptive stage of their purchase journey.
Creative & Performance Tools: Meta Marketing Upgrades
Google unveiled AI-driven creative and performance tools like the Generated for You feature in Product Studio, Performance Max Retention Mode, and AI Max for Search Campaigns. These tools automate content creation, optimise campaigns for high-performing queries, and re-engage lapsed users efficiently. Advertisers can now deliver personalised experiences while saving time and improving ROI.
Measurement & Media Planning: Smarter Insights
New features like Smart Bidding Exploration, On Device Measurement (iOS), and the Meridian API for Marketing Mix Modelling allow marketers to track performance, optimise media spends, and plan campaigns dynamically. With metrics like Attributed Brand Searches, brands can now measure how video ads influence organic search, giving a clearer view of top-of-funnel campaign effectiveness.
Discovery & Interactivity: Engaging Users Across Channels
Google is betting big on interactive and shoppable experiences. Tools like Shoppable CTV and YouTube Shoppable Masthead bridge inspiration with immediate action, enabling users to engage with products instantly. Early adopters, like Swiggy, report higher engagement, reduced re-engagement costs, and efficient creative production. AI is now acting as a marketing co-pilot, helping brands target intent, optimise bids, and maximise campaign results.
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