Welcome to the first DigitalPulse of 2025! We’ve cut through the noise to bring you what actually mattered in January from the digital marketing world. No jargon, no fluff, just the stuff you need to know to keep your strategy alive.

Overall Marketing Trends

• TikTok Ban Extended
  • After getting banned and quickly unbanned, TikTok is on a 75-day extension and may stick around for the long haul with the current administration in office.
• DeepSeek Took the AI World by Storm
  • There’s barely a comparison in my experience between DeepSeek and ChatGPT. DeepSeek is nailing prompts on the first try while ChatGPT still takes a full conversation to get it where I need it to be. A massive shake to the industry providing an equivalent yet free version of the most powerful AI out there.
• Applovin Is Still on the Rise
  • While not available for everyone still (mainly brands that spend >$600k on Meta), Applovin is going to explode this year and everyone should keep an eye on it. If you don’t work with us and spend nearly $600k on Applovin, reach out and we’ll get you set up!

• Google Launches Search Max Pilot
  • Thought search ads would forever keep their perfect control? Google has launched a pilot testing Search Max, a new campaign type that combines broad match, DSA and the power of Performance Max search targeting. It’s just a closed pilot right now, but odds are that this is rolled out to your Google Ads account this year.
• Google Test Double Ad Placements
  • You may soon be able to show two search ads in the same auction! This may seem like a win, but I’d be a bit concerned that this might cause some serious CPC inflation as two campaigns could show for the same term. Will be interesting to see if they roll this out!
• Google Ads May Incorrectly Take Your Ads Down
  • It’s time to check Google Search Console ASAP as if your site “violates” any spam policies, it will automatically disapprove all ads to it. This may not seem like a massive change, but with Google being notorious for penalizing sites incorrectly,you can now be hit with a one-two punch of organic and paid traffic tanking!

• Amazon Introduces Retail Ad Service
  • Amazon unveiled the Amazon Retail Ad Service, allowing third-party retailers to utilize Amazon’s advertising technology on their own e-commerce sites. This service enables retailers to run and manage contextually relevant campaigns, expanding Amazon’s advertising reach beyond its own platform.
• Amazon Announced “No New Fees In 2025”
  • Amazon announced that it will not increase or add new fulfillment fees for its third-party sellers in 2025. This decision comes as the company continues to lower its cost to serve customers
• New Reimbursement Policy
  • Starting March 10, 2025, Amazon’s updated FBA reimbursement policy will base reimbursements for lost or damaged inventory on the product’s manufacturing cost, excluding shipping and related expenses. Sellers can accept Amazon’s estimated cost or submit their own, while post-order losses will still be reimbursed based on the sales price minus fees.
• New Product Title Guidelines
  • As of January 21, 2025, Amazon’s updated product title rules limit most titles to 200 characters, prohibit certain special characters, and restrict word repetition to improve listing clarity. Non-compliant titles can be edited in “Manage All Inventory,” and brand owners have 14 days to review suggested updates before Amazon enforces the changes.

• Meta Removed Audience Types For Catalog Ads 
  • In a display of confidence in the algorithm, Meta removes Audience Targeting options for Advantage+ Catalog Ads. Removing advertiser control sounds scary, but it shouldn’t have a negative impact on 99% of advertisers. Open targeting is the best option for these types of ads. 
• Ads On Threads Begin Rolling Out 
  • The slow rollout of ads on Threads is beginning. These initial tests begin at the end of January. Some advertisers will find the setting in their ads manager, but it’s unclear how quickly the placement will be made widely available. We’re testing in available ad accounts. 
• Zuckerberg Shifts Fact-Checking To Community Notes 
  • In an Instagram Reel, Zuckerberg announced they would be moving away from fact-checkers as a means of content moderation and adopting a Community Notes policy. While this doesn’t directly impact advertisers, it does signal a more lax approach to content that could reverberate through ad restriction policies in the future. 

• Google AI Overviews Found in 74% of Problem-Solving Queries
  • A recent study reveals that Google’s AI-generated overviews appear in 30% of searches and nearly 74% of problem-solving queries, highlighting the growing role of AI in search results.
• Google Pushes for Ratings with Comments in Review Snippets
  • Google updated its review snippet guidelines, recommending that ratings should include written reviews and the reviewer’s name to enhance transparency and usefulness.
• Google Updates Search Quality Raters Guidelines with a Focus on Spam
  • Google has revised its Search Quality Raters Guidelines to better align with its web spam policies, adding illustrative examples to aid evaluators in assessing content quality.
• Simplifying the Visible URL Element on Mobile Search Results
  • In January, Google began to no longer display breadcrumbs in mobile search results across all languages and regions, showing only the domain name instead.
• Google Updates Site Reputation Abuse Policy Documentation
  • Google has clarified its site reputation abuse policy, providing more detailed guidance to help webmasters understand violations and maintain compliance.
• Google Rejects EU’s Call for Fact-Checking in Search & YouTube
  • Google has declined the European Union’s request to implement mandatory fact-checking on its platforms, asserting that its current moderation tools are sufficient.

• ChatGPT’s Growing Influence on Search Behavior
  • ChatGPT has become a significant traffic referrer, particularly for education, technology, and software development sites. By November 2024, it directed traffic to over 30,000 unique domains, showcasing its impact on search behavior.
• Google Now Offers Tagging Support Appointments
  • Google is providing one-on-one sessions with technical experts to help advertisers properly implement conversion tracking tags, improving data accuracy and campaign performance. These appointments last 30-60 minutes and offer guided assistance.
• Google Analytics Simplifies Cost Data Import
  • Google Analytics has streamlined the process for importing cost data by making campaign fields optional, requiring only source, medium, and date. This provides more flexibility in reporting but may limit granular insights if campaign details are omitted. (Search Engine Land)
• Microsoft Clarity Integrates with Google Ads
  • Microsoft’s Clarity now integrates with Google Ads, offering improved post-click analysis to help marketers optimize ad performance by better understanding user behavior.

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That wraps up our Digital Marketing Industry Insights for this month! Keep an eye out for these updates every month, and if you have any questions, email us at info@digitalposition.com.