Search Engine Land

<div><img width="800" height="458" src="https://searchengineland.com/wp-content/seloads/2025/04/SEL-Blog-2025-04-23T210939.592-800x458.png" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" fetchpriority="high" srcset="https://searchengineland.com/wp-content/seloads/2025/04/SEL-Blog-2025-04-23T210939.592-800x458.png 800w, https://searchengineland.com/wp-content/seloads/2025/04/SEL-Blog-2025-04-23T210939.592-591x338.png 591w, https://searchengineland.com/wp-content/seloads/2025/04/SEL-Blog-2025-04-23T210939.592-198x113.png 198w, https://searchengineland.com/wp-content/seloads/2025/04/SEL-Blog-2025-04-23T210939.592-768x439.png 768w, https://searchengineland.com/wp-content/seloads/2025/04/SEL-Blog-2025-04-23T210939.592-1536x878.png 1536w, https://searchengineland.com/wp-content/seloads/2025/04/SEL-Blog-2025-04-23T210939.592.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Shopify is phasing out legacy Google tag setups. Merchants need to migrate to the Google &#038; YouTube app to maintain accurate tracking.

<div><img width="800" height="458" src="https://searchengineland.com/wp-content/seloads/2025/04/SEL-Blog-2025-04-23T210939.592-800x458.png" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/04/SEL-Blog-2025-04-23T210939.592-800x458.png 800w, https://searchengineland.com/wp-content/seloads/2025/04/SEL-Blog-2025-04-23T210939.592-591x338.png 591w, https://searchengineland.com/wp-content/seloads/2025/04/SEL-Blog-2025-04-23T210939.592-198x113.png 198w, https://searchengineland.com/wp-content/seloads/2025/04/SEL-Blog-2025-04-23T210939.592-768x439.png 768w, https://searchengineland.com/wp-content/seloads/2025/04/SEL-Blog-2025-04-23T210939.592-1536x878.png 1536w, https://searchengineland.com/wp-content/seloads/2025/04/SEL-Blog-2025-04-23T210939.592.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
Shopify is changing how it handles checkout. If you&#8217;re running Google Ads or Analytics, you’ll need to act soon.



Key deadlines. Shopify Plus merchants must migrate by Aug. 28, 2025. Non-Plus merchants have until Aug. 26, 2026. Missing these dates could result in a total loss of conversion tracking on your Thank You and Order Status pages.



The fix. Use the Google &amp; YouTube app. The Google &amp; YouTube app, developed by Google for Shopify, is now the go-to way to handle all things measurement, ads, and analytics.



Why migrate now? 



<ul class="wp-block-list">
<li>No code hassle: Easy, direct integration with Google Ads, Analytics, YouTube, and Merchant Center.</li>



<li>Future-ready: Supports Shopify’s evolving checkout.</li>



<li>Performance boost: Unlock advanced features like Enhanced Conversions and Customer Match with just a few clicks.</li>
</ul>



Why we care. Shopify is phasing out legacy methods (like <code>checkout.liquid</code> and “additional scripts”) that many merchants use to install Google tags. If you aren&#8217;t ready, you risk losing conversion data, which is critical for optimizing ad performance and reporting.



Who needs to take action? If your Google tags live in <code>checkout.liquid</code> (Shopify Plus only), “Order status page additional scripts,” custom pixel setups, or legacy Google Analytics setup in Online Store &gt; Preferences &#8211; you need to migrate. Its recommended that you migrate all Google tags to the Google &amp; YouTube app to avoid data loss and performance issues.



Things to watch. Google Tag Manager isn’t supported in the app, so move tags out of GTM containers for full compatibility. Custom Pixels might work, but are unreliable – Google can’t guarantee their performance. If you didn’t update your Analytics tags before Feb. 2, Shopify converted them to custom pixels, which can cause inaccurate data.



Bottom line: <a href="https://support.google.com/tagmanager/answer/15642481">Shopify’s checkout changes are here</a>. If you&#8217;re running ads or relying on Google Analytics, migrating your tags to the Google &amp; YouTube app is not optional – it’s essential to ensure you see as accurate data as possible.

Shopify is changing how it handles checkout. If you’re running Google Ads or Analytics, you’ll need to act soon.
Key deadlines. Shopify Plus merchants must migrate by Aug. 28, 2025. Non-Plus merchants have until Aug. 26, 2026. Missing these dates could result in a total loss of conversion tracking on your Thank You and Order Status pages.
The fix. Use the Google & YouTube app. The Google & YouTube app, developed by Google for Shopify, is now the go-to way to handle all things measurement, ads, and analytics.
Why migrate now? 
No code hassle: Easy, direct integration with Google Ads, Analytics, YouTube, and Merchant Center.
Future-ready: Supports Shopify’s evolving checkout.
Performance boost: Unlock advanced features like Enhanced Conversions and Customer Match  with just a few clicks.
Why we care. Shopify is phasing out legacy methods (like checkout.liquid and “additional scripts”) that many merchants use to install Google tags. If you aren’t ready, you risk losing conversion data, which is critical for optimizing ad performance and reporting.
Who needs to take action? If your Google tags live in checkout.liquid (Shopify Plus only), “Order status page additional scripts,” custom pixel setups, or legacy Google Analytics setup in Online Store > Preferences – you need to migrate. Its recommended that you migrate all Google tags to the Google & YouTube app to avoid data loss and performance issues.
Things to watch. Google Tag Manager isn’t supported in the app, so move tags out of GTM containers for full compatibility. Custom Pixels might work, but are unreliable – Google can’t guarantee their performance. If you didn’t update your Analytics tags before Feb. 2, Shopify converted them to custom pixels, which can cause inaccurate data.
Bottom line: Shopify’s checkout changes are here. If you’re running ads or relying on Google Analytics, migrating your tags to the Google & YouTube app is not optional – it’s essential to ensure you see as accurate data as possible.

Shopify is phasing out legacy Google tag setups. Merchants need to migrate to the Google & YouTube app to maintain accurate tracking.

Shopify’s checkout overhaul means it’s time to migrate your Google Tags

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2025/03/How-to-expand-from-paid-social-into-Google-Ads-800x450.jpg" class="attachment-large size-large wp-post-image" alt="How to expand from paid social into Google Ads" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/03/How-to-expand-from-paid-social-into-Google-Ads-800x450.jpg 800w, https://searchengineland.com/wp-content/seloads/2025/03/How-to-expand-from-paid-social-into-Google-Ads-600x338.jpg 600w, https://searchengineland.com/wp-content/seloads/2025/03/How-to-expand-from-paid-social-into-Google-Ads-200x113.jpg 200w, https://searchengineland.com/wp-content/seloads/2025/03/How-to-expand-from-paid-social-into-Google-Ads-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2025/03/How-to-expand-from-paid-social-into-Google-Ads-1536x864.jpg 1536w, https://searchengineland.com/wp-content/seloads/2025/03/How-to-expand-from-paid-social-into-Google-Ads.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Google Ads' new Tree Table Views transform data tables into hierarchical layouts to visualize relationships between campaign elements.

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2025/03/How-to-expand-from-paid-social-into-Google-Ads-800x450.jpg" class="attachment-large size-large wp-post-image" alt="How to expand from paid social into Google Ads" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/03/How-to-expand-from-paid-social-into-Google-Ads-800x450.jpg 800w, https://searchengineland.com/wp-content/seloads/2025/03/How-to-expand-from-paid-social-into-Google-Ads-600x338.jpg 600w, https://searchengineland.com/wp-content/seloads/2025/03/How-to-expand-from-paid-social-into-Google-Ads-200x113.jpg 200w, https://searchengineland.com/wp-content/seloads/2025/03/How-to-expand-from-paid-social-into-Google-Ads-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2025/03/How-to-expand-from-paid-social-into-Google-Ads-1536x864.jpg 1536w, https://searchengineland.com/wp-content/seloads/2025/03/How-to-expand-from-paid-social-into-Google-Ads.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
Google Ads quietly rolled out Tree Table Views within its reporting interface, offering advertisers a more structured way to analyze campaign performance data.



The new view transforms traditional flat data tables into hierarchical layouts where dimensions are visually stacked and nested, creating clearer relationships between data points.



The big picture. The Tree Table View offers several practical benefits:



<ul class="wp-block-list">
<li>Organized hierarchy. Clearer visualization of multi-level dimensions</li>



<li>Improved navigation. Faster insight discovery across nested segments</li>



<li>Enhanced structure. Better organization for complex performance breakdowns</li>
</ul>



For example, users can now easily view relationships like:



<ul class="wp-block-list">
<li>Campaign </li>



<li>&#8211;&gt; Campaign Status: Activated </li>



<li>&#8211;&gt; Ad Group Status: Activated </li>



<li>&#8211;&gt; Campaign Type: Search </li>



<li>&#8211;&gt; Subtype: All Features</li>
</ul>



Why we care. This reporting enhancement addresses a common pain point for advertisers who need to analyze complex campaign structures with multiple dimensions and segments.



How to access it. Users can access the new view by:



<ol class="wp-block-list">
<li>Going to Reports</li>



<li>Optionally generating a report using the beta feature</li>



<li>Switching the table view to &#8220;Tree Table View&#8221;</li>
</ol>



First seen. This updated report view was brought to our attention by Digital Marketer Thomas Eccel as he shared the view on <a href="https://www.linkedin.com/posts/thomaseccel_ppc-googleads-activity-7320695431397556224-MFPm/">LinkedIn</a>:



<figure class="wp-block-image size-full"><img decoding="async" width="800" height="800" src="https://searchengineland.com/wp-content/seloads/2025/04/1745310733758.gif" alt="" class="wp-image-454536"/></figure>



What&#8217;s next. The feature appears to be rolling out gradually and works with the &#8220;Generate Report&#8221; beta functionality, suggesting Google continues to enhance its reporting capabilities for more complex analysis needs.

Google Ads quietly rolled out Tree Table Views within its reporting interface, offering advertisers a more structured way to analyze campaign performance data.
The new view transforms traditional flat data tables into hierarchical layouts where dimensions are visually stacked and nested, creating clearer relationships between data points.
The big picture. The Tree Table View offers several practical benefits:
Organized hierarchy. Clearer visualization of multi-level dimensions
Improved navigation. Faster insight discovery across nested segments
Enhanced structure. Better organization for complex performance breakdowns
For example, users can now easily view relationships like:
Campaign 
–> Campaign Status: Activated 
–> Ad Group Status: Activated 
–> Campaign Type: Search 
–> Subtype: All Features
Why we care. This reporting enhancement addresses a common pain point for advertisers who need to analyze complex campaign structures with multiple dimensions and segments.
How to access it. Users can access the new view by:
Going to Reports
Optionally generating a report using the beta feature
Switching the table view to “Tree Table View”
First seen. This updated report view was brought to our attention by Digital Marketer Thomas Eccel as he shared the view on LinkedIn:




What’s next. The feature appears to be rolling out gradually and works with the “Generate Report” beta functionality, suggesting Google continues to enhance its reporting capabilities for more complex analysis needs.

Google Ads' new Tree Table Views transform data tables into hierarchical layouts to visualize relationships between campaign elements.

Google Ads introduces tree table views for enhanced reporting

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/03/Creating-Google-Ads-campaigns-with-Gemini-conversational-AI-800x450.png" class="attachment-large size-large wp-post-image" alt="Creating Google Ads campaigns with Gemini conversational AI: How good is it really?" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/03/Creating-Google-Ads-campaigns-with-Gemini-conversational-AI-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2024/03/Creating-Google-Ads-campaigns-with-Gemini-conversational-AI-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2024/03/Creating-Google-Ads-campaigns-with-Gemini-conversational-AI-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2024/03/Creating-Google-Ads-campaigns-with-Gemini-conversational-AI-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2024/03/Creating-Google-Ads-campaigns-with-Gemini-conversational-AI-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2024/03/Creating-Google-Ads-campaigns-with-Gemini-conversational-AI.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Channel controls for Demand Gen lets you precisely target YouTube Shorts, Gmail and other visual platforms, with detailed reporting.

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/03/Creating-Google-Ads-campaigns-with-Gemini-conversational-AI-800x450.png" class="attachment-large size-large wp-post-image" alt="Creating Google Ads campaigns with Gemini conversational AI: How good is it really?" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/03/Creating-Google-Ads-campaigns-with-Gemini-conversational-AI-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2024/03/Creating-Google-Ads-campaigns-with-Gemini-conversational-AI-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2024/03/Creating-Google-Ads-campaigns-with-Gemini-conversational-AI-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2024/03/Creating-Google-Ads-campaigns-with-Gemini-conversational-AI-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2024/03/Creating-Google-Ads-campaigns-with-Gemini-conversational-AI-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2024/03/Creating-Google-Ads-campaigns-with-Gemini-conversational-AI.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
Google is rolling out channel controls in beta for Demand Gen campaigns, giving advertisers more granular control over where their visual ads appear across Google&#8217;s ecosystem.



The new controls, <a href="https://searchengineland.com/google-expands-demand-gen-ad-tools-phasing-out-video-action-campaigns-sunset-451339">first announced in January</a> and <a href="https://searchengineland.com/google-ads-channel-control-demand-gen-campaigns-453385">spotted in March</a>, allow marketers to choose specific placements across YouTube, Gmail, Discover, and the Google Display Network — including the ability to target YouTube Shorts specifically.



Between the lines. The beta release signals Google&#8217;s recognition that advertisers want more transparency and control over ad placements, especially as competition with social media platforms intensifies. The YouTube Shorts targeting option specifically appears aimed at competing with TikTok and Instagram Reels for advertisers&#8217; short-form video budgets.



The big picture. These controls offer three main benefits, according to Google:



<ul class="wp-block-list">
<li>Creative customization: Advertisers can tailor content to specific platforms (like vertical videos for YouTube Shorts)</li>



<li>Social strategy extension: Opportunity to expand beyond traditional social platforms while maintaining format-specific approaches</li>



<li>Performance transparency: More detailed channel-level performance data for optimization</li>
</ul>



How to access reporting. Channel-level reporting is available throughout the campaign hierarchy—at campaign, ad group, and ad levels. Advertisers can use network segmentation to break down performance across:



<ul class="wp-block-list">
<li>Discover</li>



<li>Gmail</li>



<li>YouTube</li>



<li>Google Display Network</li>
</ul>



For YouTube traffic specifically, Demand Gen campaigns can be further segmented by ad format:



<ul class="wp-block-list">
<li>Skippable in-stream</li>



<li>In-feed</li>



<li>Shorts</li>
</ul>



Why we care. This update provides advertisers with control over their visual ad inventory on Google platforms, allowing for more tailored creative approaches and better alignment with specific channel strategies. With the channel reporting functionality now available, advertisers can also switch strategies according to performance. 



What&#8217;s next. Despite offering manual channel selection, Google still recommends most advertisers use the automatic &#8220;All Google channels&#8221; option, suggesting the algorithm-driven approach remains their preferred optimization method.



<a href="https://support.google.com/google-ads/answer/15973205?hl=en">The feature is in beta</a> with limited availability, with Google promising additional features in the coming months.

Google is rolling out channel controls in beta for Demand Gen campaigns, giving advertisers more granular control over where their visual ads appear across Google’s ecosystem.
The new controls, first announced in January and spotted in March, allow marketers to choose specific placements across YouTube, Gmail, Discover, and the Google Display Network — including the ability to target YouTube Shorts specifically.
Between the lines. The beta release signals Google’s recognition that advertisers want more transparency and control over ad placements, especially as competition with social media platforms intensifies. The YouTube Shorts targeting option specifically appears aimed at competing with TikTok and Instagram Reels for advertisers’ short-form video budgets.
The big picture. These controls offer three main benefits, according to Google:
Creative customization: Advertisers can tailor content to specific platforms (like vertical videos for YouTube Shorts)
Social strategy extension: Opportunity to expand beyond traditional social platforms while maintaining format-specific approaches
Performance transparency: More detailed channel-level performance data for optimization
How to access reporting. Channel-level reporting is available throughout the campaign hierarchy—at campaign, ad group, and ad levels. Advertisers can use network segmentation to break down performance across:
Discover
Gmail
YouTube
Google Display Network
For YouTube traffic specifically, Demand Gen campaigns can be further segmented by ad format:
Skippable in-stream
In-feed
Shorts
Why we care. This update provides advertisers with control over their visual ad inventory on Google platforms, allowing for more tailored creative approaches and better alignment with specific channel strategies. With the channel reporting functionality now available, advertisers can also switch strategies according to performance. 
What’s next. Despite offering manual channel selection, Google still recommends most advertisers use the automatic “All Google channels” option, suggesting the algorithm-driven approach remains their preferred optimization method.
The feature is in beta with limited availability, with Google promising additional features in the coming months.

Channel controls for Demand Gen lets you precisely target YouTube Shorts, Gmail and other visual platforms, with detailed reporting.

Google’s new Demand Gen channel controls available in beta

<div><img width="800" height="458" src="https://searchengineland.com/wp-content/seloads/2025/04/SEL-Blog-2025-04-23T173454.196-800x458.png" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/04/SEL-Blog-2025-04-23T173454.196-800x458.png 800w, https://searchengineland.com/wp-content/seloads/2025/04/SEL-Blog-2025-04-23T173454.196-591x338.png 591w, https://searchengineland.com/wp-content/seloads/2025/04/SEL-Blog-2025-04-23T173454.196-198x113.png 198w, https://searchengineland.com/wp-content/seloads/2025/04/SEL-Blog-2025-04-23T173454.196-768x439.png 768w, https://searchengineland.com/wp-content/seloads/2025/04/SEL-Blog-2025-04-23T173454.196-1536x878.png 1536w, https://searchengineland.com/wp-content/seloads/2025/04/SEL-Blog-2025-04-23T173454.196.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Google's decision to maintain third-party cookies without a new consent prompt exposes limitations in its Privacy Sandbox alternatives.

<div><img width="800" height="458" src="https://searchengineland.com/wp-content/seloads/2025/04/SEL-Blog-2025-04-23T173454.196-800x458.png" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/04/SEL-Blog-2025-04-23T173454.196-800x458.png 800w, https://searchengineland.com/wp-content/seloads/2025/04/SEL-Blog-2025-04-23T173454.196-591x338.png 591w, https://searchengineland.com/wp-content/seloads/2025/04/SEL-Blog-2025-04-23T173454.196-198x113.png 198w, https://searchengineland.com/wp-content/seloads/2025/04/SEL-Blog-2025-04-23T173454.196-768x439.png 768w, https://searchengineland.com/wp-content/seloads/2025/04/SEL-Blog-2025-04-23T173454.196-1536x878.png 1536w, https://searchengineland.com/wp-content/seloads/2025/04/SEL-Blog-2025-04-23T173454.196.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
Google unexpectedly decided not to implement a new standalone prompt for third-party cookies in Chrome, allowing ad tech companies to continue using this targeting technology in the world&#8217;s most popular web browser.



&#8220;We&#8217;ve made the decision to maintain our current approach to offering users third-party cookie choice in Chrome, and will not be rolling out a new standalone prompt for third-party cookies,&#8221; Anthony Chavez, VP of Privacy Sandbox at Google, wrote in a blog post.



Between the lines. While Google is stepping back from the cookie prompt, <a href="https://www.adexchanger.com/data-privacy-roundup/the-latest-on-chromes-cookie-choice-prompt-its-gonna-be-global/" target="_blank" rel="noopener">a third party consent mechanism first mentioned in February</a>, it isn&#8217;t abandoning Privacy Sandbox entirely. The company plans to continue certain initiatives, including IP Protection for Chrome Incognito users, scheduled for Q3 deployment.



Industry feedback prompted this change, according to Chavez: 



<ul class="wp-block-list">
<li>&#8220;It remains clear that there are divergent perspectives on making changes that could impact the availability of third-party cookies.&#8221;</li>
</ul>



Google also noted its ongoing engagement with regulatory bodies, including UK competition and data privacy authorities.



Why we care. Google&#8217;s decision not to implement a standalone cookie prompt in Chrome allows advertisers to continue using familiar third-party cookie tracking without disruption. This provides short-term stability for ad campaigns and preserves current targeting efficiency across Chrome&#8217;s dominant market share. 



However, advertisers should view this as a temporary reprieve rather than a permanent solution, as the broader industry shift toward privacy-first advertising hasn&#8217;t disappeared. First-party data will still be the most reliable source of truth.



The big picture. Privacy Sandbox has faced criticism following its latest progress report earlier this year, which acknowledged technical challenges in its proposals, particularly for attribution.



Despite active participation from companies like BidSwitch (owned by Criteo), Index Exchange, and Raptive, feedback highlighted fundamental issues:



<ul class="wp-block-list">
<li>The system&#8217;s 1:1 design conflicts with ad tech&#8217;s multi-party structure.</li>



<li>Scalability and real-time data processing remain problematic.</li>



<li>Publishers have hesitated to fully commit, prioritizing immediate revenue through header bidding.</li>



<li>Latency issues and limited video support have hindered adoption.</li>
</ul>



What&#8217;s next. &#8220;We&#8217;ll engage with the industry to gather feedback and share an updated roadmap for these technologies, including our future areas of investment, in the coming months.&#8221; Chavez stated.



<a href="https://digiday.com/media/google-chrome-will-now-continue-to-use-third-party-cookies/" target="_blank" rel="noopener">Industry observers have described Privacy Sandbox as being &#8220;in limbo</a>&#8221; as experimentation with the initiative has largely stalled.



Google&#8217;s blog post. <a href="https://privacysandbox.com/news/privacy-sandbox-next-steps/" target="_blank" rel="noopener">Next steps for Privacy Sandbox and tracking protections in Chrome</a>

Google unexpectedly decided not to implement a new standalone prompt for third-party cookies in Chrome, allowing ad tech companies to continue using this targeting technology in the world’s most popular web browser.
“We’ve made the decision to maintain our current approach to offering users third-party cookie choice in Chrome, and will not be rolling out a new standalone prompt for third-party cookies,” Anthony Chavez, VP of Privacy Sandbox at Google, wrote in a blog post.
Between the lines. While Google is stepping back from the cookie prompt, a third party consent mechanism first mentioned in February, it isn’t abandoning Privacy Sandbox entirely. The company plans to continue certain initiatives, including IP Protection for Chrome Incognito users, scheduled for Q3 deployment.
Industry feedback prompted this change, according to Chavez: 
“It remains clear that there are divergent perspectives on making changes that could impact the availability of third-party cookies.”
Google also noted its ongoing engagement with regulatory bodies, including UK competition and data privacy authorities.
Why we care. Google’s decision not to implement a standalone cookie prompt in Chrome allows advertisers to continue using familiar third-party cookie tracking without disruption. This provides short-term stability for ad campaigns and preserves current targeting efficiency across Chrome’s dominant market share. 
However, advertisers should view this as a temporary reprieve rather than a permanent solution, as the broader industry shift toward privacy-first advertising hasn’t disappeared. First-party data will still be the most reliable source of truth.
The big picture. Privacy Sandbox has faced criticism following its latest progress report earlier this year, which acknowledged technical challenges in its proposals, particularly for attribution.
Despite active participation from companies like BidSwitch (owned by Criteo), Index Exchange, and Raptive, feedback highlighted fundamental issues:
The system’s 1:1 design conflicts with ad tech’s multi-party structure.
Scalability and real-time data processing remain problematic.
Publishers have hesitated to fully commit, prioritizing immediate revenue through header bidding.
Latency issues and limited video support have hindered adoption.
What’s next. “We’ll engage with the industry to gather feedback and share an updated roadmap for these technologies, including our future areas of investment, in the coming months.” Chavez stated.
Industry observers have described Privacy Sandbox as being “in limbo” as experimentation with the initiative has largely stalled.
Google’s blog post. Next steps for Privacy Sandbox and tracking protections in Chrome

Google's decision to maintain third-party cookies without a new consent prompt exposes limitations in its Privacy Sandbox alternatives.

Google scraps new cookie prompt in Chrome

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2025/04/Week-16-landscape-cover-800x450.png" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/04/Week-16-landscape-cover-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2025/04/Week-16-landscape-cover-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2025/04/Week-16-landscape-cover-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2025/04/Week-16-landscape-cover-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2025/04/Week-16-landscape-cover-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2025/04/Week-16-landscape-cover.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Learn all about Life Events segments, how they let you target users experiencing major life transitions, implementation tips, and more.

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2025/04/Week-16-landscape-cover-800x450.png" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/04/Week-16-landscape-cover-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2025/04/Week-16-landscape-cover-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2025/04/Week-16-landscape-cover-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2025/04/Week-16-landscape-cover-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2025/04/Week-16-landscape-cover-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2025/04/Week-16-landscape-cover.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div><div style="padding: 177.78% 0 0 0; position: relative;"><iframe style="position: absolute; top: 0; left: 0; width: 100%; height: 100%;" title="Google Ads Life Events: Targeting Key Customer Transitions" src="https://player.vimeo.com/video/1077142903?badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479" frameborder="0"></iframe></div>
<script src="https://player.vimeo.com/api/player.js"></script>






There are so many ways to reach your ideal customer using audience targeting in Google Ads. 



We’ve recently covered <a href="https://searchengineland.com/google-ad-detailed-demographics-in-google-ads-453358">Detailed demographic segments</a>, <a href="https://searchengineland.com/how-to-use-lookalike-segments-in-google-ads-450982">Lookalike segments</a> and <a href="https://searchengineland.com/google-ads-engaged-audiences-454293">Engaged Audiences</a>,



Today, we’re exploring how to use Life Events segments effectively. This article will cover:



<ul class="wp-block-list">
<li>What are Life Events segments in Google Ads?</li>



<li>How are Life Events different from In-Market segments in Google Ads?</li>



<li>Which Life Events can you target in Google Ads?</li>



<li>Can you use Life Events in all campaign types?</li>



<li>Tips for using Life Events effectively in Google Ads</li>
</ul>



<h2 class="wp-block-heading" id="h-what-are-life-events-segments-in-google-ads">What are Life Events segments in Google Ads?</h2>



Life events segments are one of the four types of audience targeting you can use in Google Ads based on the data that Google has about its users. 



With this option, you can target users based on major transitions they are experiencing.



<h2 class="wp-block-heading" id="h-how-are-life-events-different-from-in-market-segments-in-google-ads">How are Life Events different from In-Market segments in Google Ads?</h2>



When you go to use Life Events in Google Ads, you’ll often find them grouped with In-Market segments under a category called “What they are actively researching or planning.” This is because both of these audience types leverage Google’s proprietary data to categorize users around temporary stages in their lives.



<ul class="wp-block-list">
<li>For In-Market segments, those “temporary stages” are when someone is currently researching or planning a purchase. It can be a purchase as small as “Razors &amp; Shavers” or as large as “New Houses (For Sale).” In-Market segments are product- or service-focused.</li>



<li>For Life Events, those “temporary stages” are when someone is going through a specific change in their life, like getting married or graduating from college. Life Events segments are human-focused.</li>
</ul>



<h2 class="wp-block-heading" id="h-which-life-events-can-you-target-in-google-ads">Which Life Events can you target in Google Ads?</h2>



There are nine categories of Life Events you can use in your Google Ads campaigns:



<ul class="wp-block-list">
<li>Business creation</li>



<li>College graduation</li>



<li>Home renovation</li>



<li>Job change</li>



<li>Marriage</li>



<li>Moving</li>



<li>New pet</li>



<li>Purchasing a home</li>



<li>Retirement</li>
</ul>



For each category, you can target people who are approaching these milestones or have recently completed them. For instance, a pet store could target individuals who are &#8220;about to get a new pet,&#8221; those who &#8220;recently got a new pet,&#8221; or both.



Some Life Events categories have sub-categories, too. In our pet example, you can get more specific to target people who are getting a dog and/or people who are getting a cat.



<h2 class="wp-block-heading" id="h-can-you-use-life-events-in-all-campaign-types">Can you use Life Events in all campaign types?</h2>



Unlike the other types of “Google audiences” (Detailed demographics, In-Market segments, Affinity segments), Life Events segments are not compatible with all campaign types.&nbsp;



You can use Life Events segments in:



<ul class="wp-block-list">
<li>Display campaigns</li>



<li>Demand Gen campaigns</li>



<li>Video campaigns</li>



<li>Performance Max audience signals</li>



<li>Combined segments (for Display campaigns)</li>
</ul>



However, Life Events are not compatible with Search or Shopping campaigns.



<h2 class="wp-block-heading" id="h-tips-for-using-life-events-effectively-in-google-ads">Tips for using Life Events effectively in Google Ads</h2>



The best way to use Life Events is to ensure that your ad creative directly addresses the user&#8217;s current situation, and demonstrates how your product or service can assist them through this transition.



For example, if you&#8217;re:



<ul class="wp-block-list">
<li>Targeting people who are moving, your ad copy could highlight your stress-free moving services. </li>



<li>Reaching out to newlyweds, showcasing your home goods or financial planning services would be relevant as they relate to starting a new life together, building a strong relationship foundation, etc.</li>
</ul>



Life events segments offer a unique opportunity to connect with potential customers during pivotal moments in their lives. 



Have you experimented with this audience targeting option in your Google Ads campaigns yet?



This article is part of our ongoing weekly Search Engine Land series, Everything you need to know about Google Ads in less than 3 minutes. Every Wednesday, Jyll highlights a different Google Ads feature, and what you need to know to get the best results from it – all in a quick 3-minute read.

There are so many ways to reach your ideal customer using audience targeting in Google Ads. 
We’ve recently covered Detailed demographic segments, Lookalike segments and Engaged Audiences,
Today, we’re exploring how to use Life Events segments effectively. This article will cover:
What are Life Events segments in Google Ads?
How are Life Events different from In-Market segments in Google Ads?
Which Life Events can you target in Google Ads?
Can you use Life Events in all campaign types?
Tips for using Life Events effectively in Google Ads
What are Life Events segments in Google Ads?
Life events segments are one of the four types of audience targeting you can use in Google Ads based on the data that Google has about its users. 
With this option, you can target users based on major transitions they are experiencing.
How are Life Events different from In-Market segments in Google Ads?
When you go to use Life Events in Google Ads, you’ll often find them grouped with In-Market segments under a category called “What they are actively researching or planning.” This is because both of these audience types leverage Google’s proprietary data to categorize users around temporary stages in their lives.
For In-Market segments, those “temporary stages” are when someone is currently researching or planning a purchase. It can be a purchase as small as “Razors & Shavers” or as large as “New Houses (For Sale).” In-Market segments are product- or service-focused.
For Life Events, those “temporary stages” are when someone is going through a specific change in their life, like getting married or graduating from college. Life Events segments are human-focused.
Which Life Events can you target in Google Ads?
There are nine categories of Life Events you can use in your Google Ads campaigns:
Business creation
College graduation
Home renovation
Job change
Marriage
Moving
New pet
Purchasing a home
Retirement
For each category, you can target people who are approaching these milestones or have recently completed them. For instance, a pet store could target individuals who are “about to get a new pet,” those who “recently got a new pet,” or both.
Some Life Events categories have sub-categories, too. In our pet example, you can get more specific to target people who are getting a dog and/or people who are getting a cat.
Can you use Life Events in all campaign types?
Unlike the other types of “Google audiences” (Detailed demographics, In-Market segments, Affinity segments), Life Events segments are not compatible with all campaign types. 
You can use Life Events segments in:
Display campaigns
Demand Gen campaigns
Video campaigns
Performance Max audience signals
Combined segments (for Display campaigns)
However, Life Events are not compatible with Search or Shopping campaigns.
Tips for using Life Events effectively in Google Ads
The best way to use Life Events is to ensure that your ad creative directly addresses the user’s current situation, and demonstrates how your product or service can assist them through this transition.
For example, if you’re:
Targeting people who are moving, your ad copy could highlight your stress-free moving services. 
Reaching out to newlyweds, showcasing your home goods or financial planning services would be relevant as they relate to starting a new life together, building a strong relationship foundation, etc.
Life events segments offer a unique opportunity to connect with potential customers during pivotal moments in their lives. 
Have you experimented with this audience targeting option in your Google Ads campaigns yet?
This article is part of our ongoing weekly Search Engine Land series, Everything you need to know about Google Ads in less than 3 minutes. Every Wednesday, Jyll highlights a different Google Ads feature, and what you need to know to get the best results from it – all in a quick 3-minute read.

Learn all about Life Events segments, how they let you target users experiencing major life transitions, implementation tips, and more.

Google Ads made simple: Using life events for audience targeting

<div><img width="800" height="419" src="https://searchengineland.com/wp-content/seloads/2025/04/smxa25-OG-home-800x419.png" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/04/smxa25-OG-home-800x419.png 800w, https://searchengineland.com/wp-content/seloads/2025/04/smxa25-OG-home-600x314.png 600w, https://searchengineland.com/wp-content/seloads/2025/04/smxa25-OG-home-200x105.png 200w, https://searchengineland.com/wp-content/seloads/2025/04/smxa25-OG-home-768x402.png 768w, https://searchengineland.com/wp-content/seloads/2025/04/smxa25-OG-home.png 1200w" sizes="(max-width: 800px) 100vw, 800px" /></div>Don't miss your chance to connect with search marketers from some of the most iconic companies on the planet.

<div><img width="800" height="419" src="https://searchengineland.com/wp-content/seloads/2025/04/smxa25-OG-home-800x419.png" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/04/smxa25-OG-home-800x419.png 800w, https://searchengineland.com/wp-content/seloads/2025/04/smxa25-OG-home-600x314.png 600w, https://searchengineland.com/wp-content/seloads/2025/04/smxa25-OG-home-200x105.png 200w, https://searchengineland.com/wp-content/seloads/2025/04/smxa25-OG-home-768x402.png 768w, https://searchengineland.com/wp-content/seloads/2025/04/smxa25-OG-home.png 1200w" sizes="(max-width: 800px) 100vw, 800px" /></div><a href="https://searchengineland.com/smx/advanced?utm_source=sel&amp;utm_medium=textlink&amp;utm_campaign=smx+adv+2025&amp;utm_content=brands+attending" target="_blank" rel="noopener"><img decoding="async" class="alignnone wp-image-454127 size-full" src="https://searchengineland.com/wp-content/seloads/2025/03/smxa25_EB-email-masthead-1.png" alt="" width="1138" height="244" srcset="https://searchengineland.com/wp-content/seloads/2025/03/smxa25_EB-email-masthead-1.png 1138w, https://searchengineland.com/wp-content/seloads/2025/03/smxa25_EB-email-masthead-1-600x129.png 600w, https://searchengineland.com/wp-content/seloads/2025/03/smxa25_EB-email-masthead-1-800x172.png 800w, https://searchengineland.com/wp-content/seloads/2025/03/smxa25_EB-email-masthead-1-200x43.png 200w, https://searchengineland.com/wp-content/seloads/2025/03/smxa25_EB-email-masthead-1-768x165.png 768w" sizes="(max-width: 1138px) 100vw, 1138px" /></a> If you’re craving an advanced training experience that skips the basics and dives into the deep end of search marketing, look no further than Search Engine Land’s <a href="https://searchengineland.com/smx/advanced/?utm_source=sel&amp;utm_medium=textlink&amp;utm_campaign=smx+adv+2025&amp;utm_content=brands+attending" target="_blank" rel="noopener">SMX Advanced</a> &#8211; coming to Boston June 11-13.
This is your chance to be a part of history at SMX’s return to in-person:
<ul>
<li style="font-weight: 400;" aria-level="1">Attend 500-level sessions on SEO, PPC, and AI programmed by the best minds in search.</li>
<li style="font-weight: 400;" aria-level="1">Learn from iconic experts like Wil Reynolds, Jyll Saskin Gales, Frederick Vallaeys, and more.</li>
<li style="font-weight: 400;" aria-level="1">Soak up practical advice from marketing leaders during all-new Mastermind sessions</li>
<li style="font-weight: 400;" aria-level="1">Network with advanced search marketers who are eager to swap strategies for success.</li>
<li style="font-weight: 400;" aria-level="1">Connect with market-defining companies that can help you drive measurable results.</li>
</ul>
Check out the tactic-rich agenda for more details: <a href="https://searchengineland.com/smx/advanced/agenda?utm_source=sel&amp;utm_medium=textlink&amp;utm_campaign=smx+adv+2025&amp;utm_content=seb+this+week">searchengineland.com/smx/advanced/agenda</a>
If you do join us, you’ll be in phenomenal company. I just peeked at the attendee list and… wow. There are some seriously iconic brands on board:
<a href="https://searchengineland.com/smx/advanced?utm_source=sel&amp;utm_medium=textlink&amp;utm_campaign=smx+adv+2025&amp;utm_content=brands+attending" target="_blank" rel="noopener"><img decoding="async" class="alignnone wp-image-454128 size-full" src="https://searchengineland.com/wp-content/seloads/2025/03/smxa25-brands-attending.jpg" alt="" width="1400" height="490" srcset="https://searchengineland.com/wp-content/seloads/2025/03/smxa25-brands-attending.jpg 1400w, https://searchengineland.com/wp-content/seloads/2025/03/smxa25-brands-attending-600x210.jpg 600w, https://searchengineland.com/wp-content/seloads/2025/03/smxa25-brands-attending-800x280.jpg 800w, https://searchengineland.com/wp-content/seloads/2025/03/smxa25-brands-attending-200x70.jpg 200w, https://searchengineland.com/wp-content/seloads/2025/03/smxa25-brands-attending-768x269.jpg 768w" sizes="(max-width: 1400px) 100vw, 1400px" /></a>
There’s something very powerful about learning alongside marketers from companies you admire – soaking up the same expert tactics, stress-testing the same strategies, and validating your instincts with people who really get it.
But SMX Advanced isn’t just about the next-level training. It’s also about the conversations that spark during Birds of a Feather lunch discussion groups, the unexpected introductions while you’re waiting for a cocktail during the Meet &amp; Greet Reception, the (perhaps breathy) chats during a scenic morning run along the harbor.
Take another look at that collection of logos above. The people you’ll meet – folks who can challenge your thinking, open a door, perhaps even change your career – work there. And you’re going to connect with them at SMX Advanced.
Where will those connections take you… that part’s up to you.
Check out the <a href="https://searchengineland.com/smx/advanced/agenda?utm_source=sel&amp;utm_medium=textlink&amp;utm_campaign=smx+adv+2025&amp;utm_content=brands+attending" target="_blank" rel="noopener">agenda</a>. See who’s <a href="https://searchengineland.com/smx/advanced/speakers?utm_source=sel&amp;utm_medium=textlink&amp;utm_campaign=smx+adv+2025&amp;utm_content=brands+attending" target="_blank" rel="noopener">speaking</a>. Convince your <a href="https://searchengineland.com/smx/advanced#get-your-boss-on-board?utm_source=sel&amp;utm_medium=textlink&amp;utm_campaign=smx+adv+2025&amp;utm_content=brands+attending" target="_blank" rel="noopener">boss</a> (if needed). Then click the link below and grab your seat at the ultimate professional experience for advanced search marketers.
<a href="https://searchengineland.com/smx/advanced/agenda?utm_source=sel&amp;utm_medium=textlink&amp;utm_campaign=smx+adv+2025&amp;utm_content=brands+attending">https://events.searchengineland.com/smx-advanced-2025</a>

If you’re craving an advanced training experience that skips the basics and dives into the deep end of search marketing, look no further than Search Engine Land’s SMX Advanced – coming to Boston June 11-13.
This is your chance to be a part of history at SMX’s return to in-person:
Attend 500-level sessions on SEO, PPC, and AI programmed by the best minds in search.
Learn from iconic experts like Wil Reynolds, Jyll Saskin Gales, Frederick Vallaeys, and more.
Soak up practical advice from marketing leaders during all-new Mastermind sessions
Network with advanced search marketers who are eager to swap strategies for success.
Connect with market-defining companies that can help you drive measurable results.
Check out the tactic-rich agenda for more details: searchengineland.com/smx/advanced/agenda
If you do join us, you’ll be in phenomenal company. I just peeked at the attendee list and… wow. There are some seriously iconic brands on board:

There’s something very powerful about learning alongside marketers from companies you admire – soaking up the same expert tactics, stress-testing the same strategies, and validating your instincts with people who really get it.
But SMX Advanced isn’t just about the next-level training. It’s also about the conversations that spark during Birds of a Feather lunch discussion groups, the unexpected introductions while you’re waiting for a cocktail during the Meet & Greet Reception, the (perhaps breathy) chats during a scenic morning run along the harbor.
Take another look at that collection of logos above. The people you’ll meet – folks who can challenge your thinking, open a door, perhaps even change your career – work there. And you’re going to connect with them at SMX Advanced.
Where will those connections take you… that part’s up to you.
Check out the agenda. See who’s speaking. Convince your boss (if needed). Then click the link below and grab your seat at the ultimate professional experience for advanced search marketers.
https://events.searchengineland.com/smx-advanced-2025

Don't miss your chance to connect with search marketers from some of the most iconic companies on the planet.

Join Google, Chewy, and Amazon at SMX Advanced!

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2025/04/How-to-choose-the-best-AI-visibility-tool-800x450.png" class="attachment-large size-large wp-post-image" alt="How to choose the best AI visibility tool" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/04/How-to-choose-the-best-AI-visibility-tool-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2025/04/How-to-choose-the-best-AI-visibility-tool-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2025/04/How-to-choose-the-best-AI-visibility-tool-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2025/04/How-to-choose-the-best-AI-visibility-tool-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2025/04/How-to-choose-the-best-AI-visibility-tool-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2025/04/How-to-choose-the-best-AI-visibility-tool.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Need a way to track AI rankings? Learn what to look for when choosing among the dozens of new AI visibility tools on the market.

If you’ve tried to figure out how your brand shows up in ChatGPT or Gemini, you aren’t alone – and you’ve probably realized there’s no easy answer. 
With new AI visibility tools hitting the market, knowing which one to trust is half the battle.
Vetting AI visibility platforms: Trial, error, and endless demos
As AI search becomes a growing part of how consumers find information, brands face a new challenge: understanding and managing their presence in these AI answer engines. 
Unfortunately for marketers, many tools promising to help are as new as the challenge itself. 
Information is sparse, comparison is tricky, and reliability with many of these tools is a big question mark.
Whether you’re a business owner, marketing agency, or in-house team, choosing which AI visibility tool to onboard (assuming you aren’t building one on your own) may be daunting. 
Over the past few months, I’ve spent a lot of time:
Researching different tools.
Sitting in demos.
Facilitating security and compliance reviews with our legal and operations teams.
Negotiating pricing.
Trying to select the best option. 
Many of these platforms don’t offer free trials, are adding new features quickly, and are pushing for longer-term contracts, so committing to the wrong one could be an expensive and frustrating mistake. 
“The hardest part of the process is understanding whether there is something better out there. There are so many AI visibility software tools, and even more keep popping up. I have done over 15 different demos with different AI visibility software tools. I need to take it month by month and continue to demo others to ensure I made the right decision,” said Cassandra Gucwa, CEO and founder of Menerva Digital.
What makes things even more difficult is that each tool collects data in vastly different ways. 
Some employ their own prompt engines and scrape model outputs, others use APIs, and some features rely on purchased third-party panel data sets. 
This variation leads to inconsistent data and makes it hard to compare all the tools.
Given the number of tools to choose from, many agency and in-house teams have been:
Submitting endless Contact Us forms and trapped in a demo nightmare.
Scheduling tons of meetings.
Going back and forth with sales reps to try and understand which tool might fit their needs.
Amanda Valle, global director of organic search at Liquid Web, said: 
“Overcoming vendor sales talk to evaluate actual output was one of the most challenging parts of the selection process.” 
Manual checks won’t cut it
Many people I’ve spoken with are relying on manual checks to evaluate AI visibility: 
They type a prompt into ChatGPT, Gemini, etc.
Then, screenshot the results showing whether or not a brand is present. 
But this doesn’t represent how the average user interacts with these tools. 
LLMs are probabilistic. Outputs change based on prompt phrasing, timing, user behavior, and other variables. They are also highly personalized.
Even if a brand appears for one prompt, that doesn’t mean it shows up consistently or to other users. 
Manual checks just can’t replicate the volume or variation of prompts needed to gauge visibility accurately. 
A proper AI visibility tool uses scaled prompting to generate reliable, repeatable insights across time and use cases.
Dig deeper: How to monitor brand visibility across AI search channels
Comparing tools
There are an overwhelming number of players in the space, and things are changing rapidly. 
I’ve done my best to keep the below up to date as I’ve demoed tools, talked with people across the industry, and dug around.

			
				

Built for AI, or adapted for revenue?
This is a crucial distinction when choosing a tool. 
Some platforms were built for the purpose of AI search. 
Others, like Semrush’s ChatGPT search engine targeting (a new platform feature, different from the AI toolkit and Enterprise offering) and Nightwatch, are traditional SEO tools that have tacked on ChatGPT “rank tracking” to stay relevant.
Semrush ChatGPT search engine targeting
Legacy SEO platforms with new ChatGPT functionality may be helpful in pulling some quick data in a pinch.
Still, they might fall short in truly assessing visibility, sentiment, and AI search opportunities. 

					
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What to look for when selecting a vendor
Scaled prompting
A good platform should be able to run thousands of prompts per brand, consistently, and over time. 
This ensures data isn’t skewed by random anomalies or personalization.
“Some tools don’t run their prompts often enough to get to a statistically significant dataset, so the visibility insights are shaky at best,” explained Daniel Drabo, co-founder of Peec AI. 
“A lot of people overlook the difference between using the API vs. the ChatGPT user interface. But the UI has lots of user-facing elements like maps and tables that just don’t show up via API. So if a tool isn’t scraping from the actual UI, you’re missing a big part of the picture.”
Profound Answer Engine Insights
Robust reporting and insights
If you want the highest return on your investment, look for a platform that has:
Competitive insights.
Robust reporting breakdowns by:

AI model.
Topic category or theme.
Sentiment.
Visibility over time. 
For example, many platforms, like Profound and Scrunch, also offer deeper insights and recommendations. 
Profound has a full section of insights and recommendations, including an impact and effort categorization.
Scrunch specifically calls out missed content opportunities that you can take immediate action on.
“At the enterprise level, reporting is everything. Profound has the strongest reporting, and they are rapidly adding additional features like their conversation explorer and bot tracker that help you understand what’s going on.” said Michael King, founder and CEO of iPullRank.
If your agency is looking for a tool that works across dozens or even hundreds of clients you’re managing, then you want to ensure the platform has the right UI and features. 
“Profound offers agency users a ‘god-view’ which allows agencies to seamlessly switch between client pages. In addition, we have full export capability and will soon be introducing an API + cross functionality with GSC,” said James Cadwallader, co-founder at Profound.
Goodie AI answer engine coverage
Answer engine coverage
As you saw above, not all tools cover all answer engines. 
Most of our agency clients gain the lion’s share of their LLM traffic from ChatGPT. 
That said, volume and insights may differ by industry.
Things can change quickly, and many of us in the search community need deeper AI Overview insights. 
Tools focusing only on one engine or platform might be an easy way to save money. 
However, given the search direction, it is recommended that you invest in a platform that can garner insights across multiple answer engines.
Product roadmap
AI search is evolving rapidly. As you’re doing demos, ask about what’s coming next. 
Look at their blog or press releases to see if they’ve announced new features. 
Is the team planning to add new LLMs and platforms? 
Are they working on deeper analytics, UI improvements, or features like email alerts? 
A stagnant product roadmap is a huge red flag in this space.
“This is a very new space,” noted Crystal Carter, head of SEO communications at Wix. 
“I think it’s very important to work with builders and people who are constantly improving their tech stack. Our team is incredibly innovative and works around the clock to create new products all the time.”
“When I see that in a tool provider it reassures me that they are iterating and learning from what their customers are saying and that they will be able to create a fantastic product now and in the future.”
International capabilities 
Not all tools work outside U.S. English. 
This is critical if your brand or clients operate in multiple regions or languages. 
Look for tools that support multi-language prompts and can localize data insights by market.
“Profound offers functionality such as multi-region prompting and 20+ languages, which is extremely important to agencies and global brands alike. Being able to see brand visibility change based on where the prompt has been sent from and the language it is sent in is invaluable for global brands,” Cadwallader said.
Scrunch AI’s Competitive Presence dashboard
Competitor tracking and identification
The ability to monitor your brand, competitors, and adjacent players is key. 
You want a benchmark and to uncover which brands LLMs may be favoring in your category.
Dig deeper: How to track visibility across AI platforms
Customer service
The quality of support is crucial in a category this new.
Will someone respond if you have an urgent question or bug? 
Is there onboarding support, live chat, and account management?
Thought leadership
Is the company publishing articles, research, and insights about AI search? 
Do they have case studies? 
Are they educating the market? 
I’ve had multiple colleagues send me various blogs and case studies from Profound recently. 
Platforms that are shaping the conversation are more likely to offer long-term value beyond just access to data.
Security and terms of service 
Lastly, review (or have your experts review) each vendor’s data handling practices. 
Do they meet SSO and SOC2 compliance? 
What happens to the data they collect? 
Can you export it? 
Do you retain full ownership? 
Do they follow your company’s security requirements or enterprise standards?
Planning for the future
For brands and agencies taking AI search as seriously as they should, this process should be less about selecting a tool and more about finding a partner. 
Search as we know it has changed.
While a tool can provide data, a partner can help you navigate the complexities of the evolving landscape. 
“All of search is becoming AI search. Whether it’s an AI Overview from Google, an answer from Siri, or a direct interaction with ChatGPT, Claude, or Perplexity, the customer journey has permanently changed. Humans have outsourced browsing to AI,” said Chris Andrew, co-founder and CEO of Scrunch AI 
The brands and agencies that are proactive with onboarding the right tools today will lead in this new era of search. 
AI visibility tools are a window into how AI understands, interprets, and recommends brands. 
Getting visibility and optimization strategies dialed in now could mean everything for growth in the years ahead.
Dig deeper: Why SEO is still key to visibility on search, social, and AI platforms

Need a way to track AI rankings? Learn what to look for when choosing among the dozens of new AI visibility tools on the market.

How to choose the best AI visibility tool

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2025/04/3-SEO-shifts-to-win-organic-traffic-in-2025-800x450.png" class="attachment-large size-large wp-post-image" alt="3 SEO shifts to win organic traffic in 2025" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/04/3-SEO-shifts-to-win-organic-traffic-in-2025-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2025/04/3-SEO-shifts-to-win-organic-traffic-in-2025-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2025/04/3-SEO-shifts-to-win-organic-traffic-in-2025-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2025/04/3-SEO-shifts-to-win-organic-traffic-in-2025-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2025/04/3-SEO-shifts-to-win-organic-traffic-in-2025-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2025/04/3-SEO-shifts-to-win-organic-traffic-in-2025.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>With AI interfaces eating search real estate, learn where organic clicks are still happening and how to get them before the window narrows.

AI hasn’t killed search – it’s just made winning organic traffic more complex.
As AI interfaces and evolving search behaviors change the landscape, SEO now requires more than just foundational tactics. 
The demand for information is as strong as ever, but with zero-click searches, AI-driven recommendations, and surging platforms, securing visibility in 2025 takes a more strategic, data-driven approach.
The current state of search: Key trends shaping strategy
Leading SEO strategy at an agency, I’m constantly fielding, “With AI everywhere, how do we adapt our approach to organic?”
Rather than speculate, I’ve consolidated the recent data I’m sharing with clients and what’s actually working. 
Here are a few headline trends and stats to consider.
Google Search volume is still exploding despite AI 
Google now handles over 5 trillion searches per year, or roughly 13.7 billion searches per day.
This growth shows that demand for information remains strong even as AI interfaces proliferate.
ChatGPT’s user base has surged
As of February, ChatGPT boasts 400 million weekly active users, marking a 33% increase in just three months.
Of these users, an estimated 37.5 million engage with search-like prompts daily, contributing to a total market share of 0.25%.
Early signals from brands show referral traffic from AI chat platforms is highly qualified.
Users trust AI recommendations and ask very specific questions, such as “What is the best solution to problem X?”
Zero‑click searches are the new norm
Nearly 60% of U.S. Google searches now end without a click, per SparkToro. 
This shift creates new opportunities for on-SERP visibility and raises the bar for competing with Google’s AI Overviews and direct answers from ChatGPT.
What does this mean for your organic strategy?
And, more importantly, how can you ensure your SEO work pays off today – and in the AI-driven future?
Before we freak out, it’s important to note that success in this new landscape still relies on a strong SEO foundation. 
The core strategies that worked from 2015 to 2023 remain crucial, but now they need an AI-savvy layer.
This article tackles the essentials of modern SEO and how I’m adapting them based on research, observation, and experience. 
Each section is prioritized based on what my agency focuses on first.
1. Funnel‑driven content allocation
The most important decision is where you play in the funnel. 
AI is impacting the top of the funnel more than any other stage. 
Zero‑click rates for informational queries hover around 60-70%, while MOFU and BOFU queries still drive real clicks.
From a SparkToro clickstream study:

Funnel stageQuery type% of all searchesZero‑click rate (Estimates)
Top‑of‑Funnel (TOFU)Informational (e.g., “What is X?”, “How to Y?”)52.65% (SparkToro)High (→ overall US zero‑click is 58.5%, and informational queries skew above that)
Middle‑of‑Funnel (MOFU)Commercial research (e.g., “Best X 2024”, “X vs. Y”)14.51% (SparkToro)Moderate (likely around overall average, ~50–60% zero‑click)
Bottom‑of‑Funnel (BOFU)Transactional + Navigational (e.g., “Buy X online”, “Brand site”)32.15% nav + 0.69% trans ≈ 32.84% (SparkToro)Low (< 20% zero‑click; most users click an ad or result)





When should you focus on TOFU?
TOFU still matters for building topical authority, but it comes with trade‑offs. 
Informational posts can boost internal linking and reputation, but rarely drive clicks or immediate ROI.
Pros
Branding exposure when your name appears on broad queries, even with no click.
Lays a foundation for topic authority by answering core questions under your domain.
Supports indirect ranking gains through improved internal linking and site structure. 
Cons
High effort with low short‑term return.
Excessive informational content can lower overall site engagement metrics.
That said, if you decide to target TOFU, you should embrace the reality that the real play is to win the AI Overviews. 
To do that, the traditional featured snippet strategies work well and should be part of your TOFU content. 
Tip: If you target TOFU, optimize it for on‑SERP value. 
Start with a 1–2 sentence definition.
Follow with clear lists or tables under H2 headings.
Embed FAQ schema so AI Overviews still credit your brand.
When prioritizing TOFU matters
We focus on TOFU when the client needs to establish topical authority by further addressing topics they haven’t yet covered. 
But we do this when the BOFU and MOFU content has been exhausted for the keyword landscape. 
Our main attention is still placed on the rankings of MOFU and BOFU. 
MOFU is our sweet spot
Every SEO project has limited time and resources, so we must prioritize our efforts strategically.
The key question is where to focus – on a select few pages or a vast array? 
The answer depends on the specific goal, but typically, the aim is to boost revenue swiftly. 
Given these constraints, optimizing for MOFU and BOFU stages generally yields superior results than TOFU for most websites.
Commercial intent queries like “best CRM software for SMBs” still drive clicks and conversions. 
Although they represent only 14.5% of searches, they yield a far lower zero‑click rate. 
Ranking in the top three positions for these terms has delivered the biggest bottom‑line impact for our clients.
How to win at MOFU
Create “best X” and “X vs Y” content, which is frequently pulled into ChatGPT and Google AI results.
Treat these pages as hubs, with focused internal linking to signal their importance.
Prioritize link acquisition around these comparison/consideration articles.
BOFU remains critical for closing the deal
Transactional and navigational queries, such as “YourBrand login,” “product pricing,” or “coupon codes,” have the lowest zero‑click rates. 
These terms often indicate users are ready to buy or engage.
Although search volume is smaller, conversion potential is huge.
Key BOFU tactics
Monitor rankings closely and fine‑tune on‑page elements for user experience and clarity.
Add clear calls to action and schema for pricing, product, and offer details.
Leverage remarketing to re‑engage visitors who don’t convert immediately.
Takeaway: Content funnel stages
These patterns underscore a fundamental shift. 
TOFU content no longer guarantees traffic.
MOFU and BOFU assets remain the primary channels for organic clicks and conversions.
In practice, that means:
Audit your content by funnel stage
Label existing pages as TOFU (informational), MOFU (comparisons, “vs.”), or BOFU (pricing, demos). 
Identify high‑traffic TOFU pages with very high zero‑click rates.
Decide whether to optimize them for featured snippets/AI Overviews or shift resources to deeper‑funnel topics.
Reallocate to MOFU/BOFU
Invest in detailed product comparisons, solution guides, ROI calculators, and robust pricing/demos pages. 
Though they attract lower raw traffic, these pages convert at 4 to 5 times the rate of TOFU content, delivering more value per visitor.
If you do TOFU, optimize TOFU for on‑SERP value
For essential informational posts, use formats favored by Google’s AI Overviews:

Start with a concise 1–2 sentence definition.
Followed by a clear list or table under H2 heading. 
Embed FAQ sections with schema so your brand still “owns” the answer even if users don’t click through.
2. Deep, structured content creation
After choosing your strategic funnel focus, the next step is how you create content.
Traditional SEO best practices still apply, but we’ve refined our approach for sustained performance.
Comprehensive, user‑centered long‑form content
If you’ve worked in SEO for the past couple of years, you’ve likely observed that content takes significantly longer to get indexed. 
Also, large blocks of text often fail to get indexed at all. 
Google has become more discerning with its crawl budget allocation, and a few crucial factors can no longer be overlooked.
These considerations necessitate additional steps in your content creation process.
Data shows that fewer but deeper articles outperform many shallow pieces in an AI-saturated landscape.
Comprehensive guides that cover a topic end‑to‑end are more likely to earn AI citations and backlinks.
To make your content index‑worthy:
Acquire internal and external links to the page. 
Include unique graphics or infographics that communicate key concepts.
Embed video demonstrations or explainer clips where relevant.
Structure for readability and machine consumption
Scannability is non‑negotiable. Use clear H2 and H3 headings, HTML lists, and tables.
ChatGPT and AI Overviews often lift directly from table markup.
Emphasis on original research and expert insights
With AI churning out rehashed content, unique data, and expert commentary, set yourself apart. 
Moz’s 2024 survey highlights that audiences and search engines reward proprietary surveys and case studies over generic summaries. 
Google’s leaked Original Content Score also confirmed that first‑hand research is critical for ranking.

					
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See terms.
3. Strategic markup and link authority
Two key elements – schema markup and links – are essential for maintaining visibility and authority. 
Here’s how to use structured data for AI-driven search results and refine your link building strategy to stay ahead.
Schema markup
Schema markup makes content easier for AI crawlers to interpret. 
In “When and how to use knowledge graphs and entities for SEO,” I showed how structured data can clarify exactly what your page is about to Google. 
While adding schema may only modestly boost your site, its real power is helping engines understand and surface your content. 
By implementing FAQ schema, entity markup, and other relevant structured data formats, you’ll position your pages to appear more prominently in AI‑driven search and chat results.
As AI content floods the web, Google’s crawl budget has tightened, raising the standards for indexing. 
The following changes will help get pages indexed and ranked:
Incorporate as much first-hand research as possible.
Include custom graphics in all of our content. 
Use tactical FAQs and immediate answers.

Embedding concise FAQ sections captures People Also Ask and other snippet features. 
Frame each question with a 1–2 sentence answer, then expand below. 
This dual layer satisfies both quick AI responses and readers seeking depth.
Example:

Question: What is zero‑click search? 
Answer: A zero‑click search is when a user’s query is answered directly on the results page without clicking any link. These queries often yield AI Overviews or featured snippets.
Backlinks: Quality over quantity
With more content being produced than ever, Google is increasingly relying on backlinks to assess site authority.
Recent data continues to show a strong link between backlinks and rankings, while Google’s own leaks suggest the importance of overall site authority (‘siteAuthority’) metrics. 
In this evolving landscape, backlinks remain one of the top ranking factors. 
However, successful link building in 2025 is less about the sheer number of links and more about their quality. 
Our agency has observed that high-quality backlinks have a much greater impact than ever before.
The 2025 SEO trifecta
To stay ahead, focus on these three key pillars:
Funnel-driven content allocation: Prioritize MOFU and BOFU assets that drive clicks and conversions.
Deep, structured content creation: Publish comprehensive, well-structured guides with rich media and tactical FAQs.
Strategic markup and link authority: Leverage schema to enhance AI features and prioritize high-authority backlinks.
By building on core SEO principles and adding AI-savvy tactics, you’ll not only adapt to changes but thrive in the evolving search environment.

With AI interfaces eating search real estate, learn where organic clicks are still happening and how to get them before the window narrows.

3 SEO priorities to win organic traffic in 2025

<div><img width="800" height="451" src="https://searchengineland.com/wp-content/seloads/2025/04/MarTech-Webinar-Save-your-seat-today-1-800x451.jpg" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/04/MarTech-Webinar-Save-your-seat-today-1-800x451.jpg 800w, https://searchengineland.com/wp-content/seloads/2025/04/MarTech-Webinar-Save-your-seat-today-1-600x338.jpg 600w, https://searchengineland.com/wp-content/seloads/2025/04/MarTech-Webinar-Save-your-seat-today-1-200x113.jpg 200w, https://searchengineland.com/wp-content/seloads/2025/04/MarTech-Webinar-Save-your-seat-today-1-768x433.jpg 768w, https://searchengineland.com/wp-content/seloads/2025/04/MarTech-Webinar-Save-your-seat-today-1-1536x866.jpg 1536w, https://searchengineland.com/wp-content/seloads/2025/04/MarTech-Webinar-Save-your-seat-today-1.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Your content deserves a foundation built for speed, scale, and search.

<div><img width="800" height="451" src="https://searchengineland.com/wp-content/seloads/2025/04/MarTech-Webinar-Save-your-seat-today-1-800x451.jpg" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/04/MarTech-Webinar-Save-your-seat-today-1-800x451.jpg 800w, https://searchengineland.com/wp-content/seloads/2025/04/MarTech-Webinar-Save-your-seat-today-1-600x338.jpg 600w, https://searchengineland.com/wp-content/seloads/2025/04/MarTech-Webinar-Save-your-seat-today-1-200x113.jpg 200w, https://searchengineland.com/wp-content/seloads/2025/04/MarTech-Webinar-Save-your-seat-today-1-768x433.jpg 768w, https://searchengineland.com/wp-content/seloads/2025/04/MarTech-Webinar-Save-your-seat-today-1-1536x866.jpg 1536w, https://searchengineland.com/wp-content/seloads/2025/04/MarTech-Webinar-Save-your-seat-today-1.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<figure class="wp-block-image size-large"><img decoding="async" width="800" height="451" src="https://searchengineland.com/wp-content/seloads/2025/04/MarTech-Webinar-Save-your-seat-today-1-800x451.jpg" alt="" class="wp-image-454494" srcset="https://searchengineland.com/wp-content/seloads/2025/04/MarTech-Webinar-Save-your-seat-today-1-800x451.jpg 800w, https://searchengineland.com/wp-content/seloads/2025/04/MarTech-Webinar-Save-your-seat-today-1-600x338.jpg 600w, https://searchengineland.com/wp-content/seloads/2025/04/MarTech-Webinar-Save-your-seat-today-1-200x113.jpg 200w, https://searchengineland.com/wp-content/seloads/2025/04/MarTech-Webinar-Save-your-seat-today-1-768x433.jpg 768w, https://searchengineland.com/wp-content/seloads/2025/04/MarTech-Webinar-Save-your-seat-today-1-1536x866.jpg 1536w, https://searchengineland.com/wp-content/seloads/2025/04/MarTech-Webinar-Save-your-seat-today-1.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></figure>



The platform behind your site plays a bigger role than you might think. From site speed and mobile responsiveness to content scalability and technical SEO, the foundation you choose can make or break your organic performance.



If your goal is seamless, secure, and engaging digital experiences that also support strong search visibility, it’s time to re-evaluate your CMS.



Join MarTech&#8217;s <a href="https://www.bigmarker.com/third-door-media/how-to-evaluate-and-select-the-perfect-cms?utm_bmcr_source=selpost&amp;utm_source=sel&amp;utm_medium=post">Future-Proof Your Content Strategy with the Right CMS</a>, and discover exactly what marketers need to consider when evaluating content management systems.



You&#8217;ll learn:



<ul class="wp-block-list">
<li>Must-have CMS features for delivering top-notch digital experiences.</li>



<li>How to tackle security, compliance, and integration challenges effectively.</li>



<li>Practical ways to ensure your CMS scales with your long-term growth.</li>
</ul>



Get real-world insights from industry experts and leave with a clear roadmap for making smart CMS decisions. <a href="https://www.bigmarker.com/third-door-media/how-to-evaluate-and-select-the-perfect-cms?utm_bmcr_source=selpost&amp;utm_source=sel&amp;utm_medium=post">Save your seat here.</a>

The platform behind your site plays a bigger role than you might think. From site speed and mobile responsiveness to content scalability and technical SEO, the foundation you choose can make or break your organic performance.
If your goal is seamless, secure, and engaging digital experiences that also support strong search visibility, it’s time to re-evaluate your CMS.
Join MarTech’s Future-Proof Your Content Strategy with the Right CMS, and discover exactly what marketers need to consider when evaluating content management systems.
You’ll learn:
Must-have CMS features for delivering top-notch digital experiences.
How to tackle security, compliance, and integration challenges effectively.
Practical ways to ensure your CMS scales with your long-term growth.
Get real-world insights from industry experts and leave with a clear roadmap for making smart CMS decisions. Save your seat here.

Your content deserves a foundation built for speed, scale, and search.

What’s under the hood matters more than ever for SEO success by Edna Chavira

<div><img width="800" height="430" src="https://searchengineland.com/wp-content/seloads/2025/03/Download-your-copy-of-the-benchmark-report-today-800x430.png" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/03/Download-your-copy-of-the-benchmark-report-today-800x430.png 800w, https://searchengineland.com/wp-content/seloads/2025/03/Download-your-copy-of-the-benchmark-report-today-600x323.png 600w, https://searchengineland.com/wp-content/seloads/2025/03/Download-your-copy-of-the-benchmark-report-today-200x108.png 200w, https://searchengineland.com/wp-content/seloads/2025/03/Download-your-copy-of-the-benchmark-report-today-768x413.png 768w, https://searchengineland.com/wp-content/seloads/2025/03/Download-your-copy-of-the-benchmark-report-today-1536x826.png 1536w, https://searchengineland.com/wp-content/seloads/2025/03/Download-your-copy-of-the-benchmark-report-today.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Google Ad spending grew 9% while Microsoft Ads saw stronger 17% growth and PMax campaigns showed deteriorating performance, Tinuiti reports.

<div><img width="800" height="430" src="https://searchengineland.com/wp-content/seloads/2025/03/Download-your-copy-of-the-benchmark-report-today-800x430.png" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2025/03/Download-your-copy-of-the-benchmark-report-today-800x430.png 800w, https://searchengineland.com/wp-content/seloads/2025/03/Download-your-copy-of-the-benchmark-report-today-600x323.png 600w, https://searchengineland.com/wp-content/seloads/2025/03/Download-your-copy-of-the-benchmark-report-today-200x108.png 200w, https://searchengineland.com/wp-content/seloads/2025/03/Download-your-copy-of-the-benchmark-report-today-768x413.png 768w, https://searchengineland.com/wp-content/seloads/2025/03/Download-your-copy-of-the-benchmark-report-today-1536x826.png 1536w, https://searchengineland.com/wp-content/seloads/2025/03/Download-your-copy-of-the-benchmark-report-today.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
Google search ad spending grew 9% year over year in Q1 2025, according to new data from digital marketing agency Tinuiti. Increasing costs, rather than click volume, drove most of that growth.



Google Search overall:



<ul class="wp-block-list">
<li>Google Search spending grew by 9% YoY in Q1 2025 (down slightly from 10% in Q4 2024).</li>



<li>Click growth was stable at 4% YoY.</li>



<li>Whilst average cost per click (CPC) increased by 5% YoY.</li>
</ul>



<figure class="wp-block-image size-large"><img decoding="async" width="800" height="479" src="https://searchengineland.com/wp-content/seloads/2025/04/Screenshot-2025-04-22-at-14.29.24-800x479.png" alt="" class="wp-image-454453" srcset="https://searchengineland.com/wp-content/seloads/2025/04/Screenshot-2025-04-22-at-14.29.24-800x479.png 800w, https://searchengineland.com/wp-content/seloads/2025/04/Screenshot-2025-04-22-at-14.29.24-565x338.png 565w, https://searchengineland.com/wp-content/seloads/2025/04/Screenshot-2025-04-22-at-14.29.24-189x113.png 189w, https://searchengineland.com/wp-content/seloads/2025/04/Screenshot-2025-04-22-at-14.29.24-768x459.png 768w, https://searchengineland.com/wp-content/seloads/2025/04/Screenshot-2025-04-22-at-14.29.24.png 906w" sizes="(max-width: 800px) 100vw, 800px" /></figure>



Google Shopping Ads:



<ul class="wp-block-list">
<li>Shopping ad had a 8% YoY spending growth (however down from 10% in Q4 2024).</li>



<li>Click volume improved by 9% YoY (up from just 1% in Q4).</li>



<li>CPC remained stable at 1% YoY decrease.</li>
</ul>



<figure class="wp-block-image size-large is-resized"><img decoding="async" width="800" height="486" src="https://searchengineland.com/wp-content/seloads/2025/04/Screenshot-2025-04-22-at-14.34.04-800x486.png" alt="" class="wp-image-454454" style="width:835px;height:auto" srcset="https://searchengineland.com/wp-content/seloads/2025/04/Screenshot-2025-04-22-at-14.34.04-800x486.png 800w, https://searchengineland.com/wp-content/seloads/2025/04/Screenshot-2025-04-22-at-14.34.04-556x338.png 556w, https://searchengineland.com/wp-content/seloads/2025/04/Screenshot-2025-04-22-at-14.34.04-186x113.png 186w, https://searchengineland.com/wp-content/seloads/2025/04/Screenshot-2025-04-22-at-14.34.04-768x467.png 768w, https://searchengineland.com/wp-content/seloads/2025/04/Screenshot-2025-04-22-at-14.34.04.png 908w" sizes="(max-width: 800px) 100vw, 800px" /></figure>



Competitive landscape.



<ul class="wp-block-list">
<li>Amazon maintained a strong presence in Google shopping auctions with roughly 60% impression share against the median retailer, similar to Q1 2024 levels.</li>



<li>Target held steady at 24% impression share (down marginally from 25% in Q1 2024),</li>



<li>Walmart maintained 22% impression share year-over-year</li>



<li><a href="https://searchengineland.com/temu-pulls-us-google-shopping-ads-454260">Temu dramatically reduced its Google shopping presence</a> in early April following news of U.S. tariff changes, dropping to zero impression share by mid-April.</li>
</ul>



<figure class="wp-block-image size-large is-resized"><img decoding="async" width="800" height="508" src="https://searchengineland.com/wp-content/seloads/2025/04/Screenshot-2025-04-22-at-14.42.27-800x508.png" alt="" class="wp-image-454455" style="width:818px;height:auto" srcset="https://searchengineland.com/wp-content/seloads/2025/04/Screenshot-2025-04-22-at-14.42.27-800x508.png 800w, https://searchengineland.com/wp-content/seloads/2025/04/Screenshot-2025-04-22-at-14.42.27-533x338.png 533w, https://searchengineland.com/wp-content/seloads/2025/04/Screenshot-2025-04-22-at-14.42.27-178x113.png 178w, https://searchengineland.com/wp-content/seloads/2025/04/Screenshot-2025-04-22-at-14.42.27-768x487.png 768w, https://searchengineland.com/wp-content/seloads/2025/04/Screenshot-2025-04-22-at-14.42.27.png 832w" sizes="(max-width: 800px) 100vw, 800px" /></figure>



Performance Max:



<ul class="wp-block-list">
<li>93% adoption rate among retailers running Google shopping ads</li>



<li>Accounts for 53% of Google shopping ad spending (down from 69% in Q4 2024)</li>



<li>Has 10% lower conversion rate than standard Shopping</li>



<li>Has 13% higher CPC than standard Shopping</li>



<li>Delivers 7% lower ROAS (return on ad spend) than standard Shopping</li>
</ul>



<figure class="wp-block-image size-large"><img decoding="async" width="800" height="324" src="https://searchengineland.com/wp-content/seloads/2025/04/Screenshot-2025-04-22-at-14.47.12-800x324.png" alt="" class="wp-image-454456" srcset="https://searchengineland.com/wp-content/seloads/2025/04/Screenshot-2025-04-22-at-14.47.12-800x324.png 800w, https://searchengineland.com/wp-content/seloads/2025/04/Screenshot-2025-04-22-at-14.47.12-600x243.png 600w, https://searchengineland.com/wp-content/seloads/2025/04/Screenshot-2025-04-22-at-14.47.12-200x81.png 200w, https://searchengineland.com/wp-content/seloads/2025/04/Screenshot-2025-04-22-at-14.47.12-768x311.png 768w, https://searchengineland.com/wp-content/seloads/2025/04/Screenshot-2025-04-22-at-14.47.12.png 1458w" sizes="(max-width: 800px) 100vw, 800px" /></figure>



Microsoft Search:



<ul class="wp-block-list">
<li>17% YoY spending growth (up from 7% in Q4 2024)</li>



<li>5% YoY click growth (improved from a 3% decline in Q4)</li>



<li>11% YoY increase in CPC</li>
</ul>



Brand: Brand keywords saw particularly aggressive CPC increases, with costs for text ads containing an advertiser&#8217;s own brand name rising 19% compared to just 3% for non-brand keywords.



Why we care. The latest trends show search platforms continue to extract more revenue per click, putting pressure on advertisers&#8217; margins even as competition ramps up between Google and Microsoft. With Microsoft growth rate (+17% YoY) being higher than Google&#8217;s growth (+9% YoY), suggesting Microsoft continues to be a strong contender for marketing strategy. 



Political factors have also made a big impact, with Temu dropping out of shopping ads, therefore it&#8217;s likely there will be further shifts in Shopping traffic and costs in Q2 of 2025. 



What we&#8217;re watching: Performance Max adoption remained high at 93% of retailers running Google shopping ads, though its share of spending fell from 69% in Q4 2024 to 53% in Q1 2025 as some advertisers shifted budget back to standard shopping campaigns for greater control.



Key takeaways.



<ul class="wp-block-list">
<li>Shopping ads demonstrate resilience amongst fluctuating political mandates.</li>



<li>PMax adoption remains high despite a decrease in spending due to performance deterioration compared to standard shopping.</li>



<li>Major retailers maintain dominant positions in shopping ad impressions.</li>



<li>Microsoft is seeing positive growth, which should help improve advertisers&#8217; confidence and add the platform to their marketing strategy.</li>



<li>Major retailers maintain dominant positions in shopping ad impressions.</li>
</ul>



The report.&nbsp;<a href="file:///Users/aadegbola/Downloads/Tinuiti%20Q1%202025%20Digital%20Ads%20Benchmark%20Report%20(1).pdf">Tinuiti’s Q1 2025 Digital Ads Benchmark Report.</a>

Google search ad spending grew 9% year over year in Q1 2025, according to new data from digital marketing agency Tinuiti. Increasing costs, rather than click volume, drove most of that growth.
Google Search overall:
Google Search spending grew by 9% YoY in Q1 2025 (down slightly from 10% in Q4 2024).
Click growth was stable at 4% YoY.
Whilst average cost per click (CPC) increased by 5% YoY.




Google Shopping Ads:
Shopping ad had a 8% YoY spending growth (however down from 10% in Q4 2024).
Click volume improved by 9% YoY (up from just 1% in Q4).
CPC remained stable at 1% YoY decrease.




Competitive landscape.
Amazon maintained a strong presence in Google shopping auctions with roughly 60% impression share against the median retailer, similar to Q1 2024 levels.
Target held steady at 24% impression share (down marginally from 25% in Q1 2024),
Walmart maintained 22% impression share year-over-year
Temu dramatically reduced its Google shopping presence in early April following news of U.S. tariff changes, dropping to zero impression share by mid-April.




Performance Max:
93% adoption rate among retailers running Google shopping ads
Accounts for 53% of Google shopping ad spending (down from 69% in Q4 2024)
Has 10% lower conversion rate than standard Shopping
Has 13% higher CPC than standard Shopping
Delivers 7% lower ROAS (return on ad spend) than standard Shopping




Microsoft Search:
17% YoY spending growth (up from 7% in Q4 2024)
5% YoY click growth (improved from a 3% decline in Q4)
11% YoY increase in CPC
Brand: Brand keywords saw particularly aggressive CPC increases, with costs for text ads containing an advertiser’s own brand name rising 19% compared to just 3% for non-brand keywords.
Why we care. The latest trends show search platforms continue to extract more revenue per click, putting pressure on advertisers’ margins even as competition ramps up between Google and Microsoft. With Microsoft growth rate (+17% YoY) being higher than Google’s growth (+9% YoY), suggesting  Microsoft continues to be a strong contender for marketing strategy. 
Political factors have also made a big impact, with Temu dropping out of shopping ads, therefore it’s likely there will be further shifts in Shopping traffic and costs in Q2 of 2025. 
What we’re watching: Performance Max adoption remained high at 93% of retailers running Google shopping ads, though its share of spending fell from 69% in Q4 2024 to 53% in Q1 2025 as some advertisers shifted budget back to standard shopping campaigns for greater control.
Key takeaways.
Shopping ads demonstrate resilience amongst fluctuating political mandates.
PMax adoption remains high despite a decrease in spending due to performance deterioration compared to standard shopping.
Major retailers maintain dominant positions in shopping ad impressions.
Microsoft is seeing positive growth, which should help improve advertisers’ confidence and add the platform to their marketing strategy.
Major retailers maintain dominant positions in shopping ad impressions.
The report. Tinuiti’s Q1 2025 Digital Ads Benchmark Report.

Google Ad spending grew 9% while Microsoft Ads saw stronger 17% growth and PMax campaigns showed deteriorating performance, Tinuiti reports.

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Read the Latest Trends and Headlines in Digital Marketing.

Here are some of the latest headlines on digital marketing insights, search, and ecommerce:

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Reach out with any questions you might have regarding how RSO can help you with digital marketing.

All About
Digital Marketing