There was a LOT covered in Google Marketing Live 2025, including 30 new product updates and features, most of which involve ... you guessed it - AI. If you don't have an hour and 20 minutes to spend rewatching the event, here's a quick rundown on what you missed.
First, some mind-boggling stats:
- 83% of people say they are using Google or YouTube daily
- Google sees over 5 trillion searches annually across the globe
- Signed-in users 18-24 (Gen Z) issues more queries each day than any other age group
- Lens has seen more than 100 billion visual searches already this year
- 82% of viewers in the US agree that YouTube has the most trusted creators
- 70% of users use Google Search to evaluate products found on social media
- For every $1 you spend on Google Search, you get $6 back
What's new in 2025 for Search Ads?
AI Mode is changing the game so users can ask complex questions and allow for a back-and-forth conversation-style search. Results can populate via text and images, allowing for a quick shopping experience for the end user. Additionally, the multimodal understanding allows you to go from matching keywords to predicting what the user will need next - which can connect a question to a product.
Maximize ROI with the Power Pack
The best part (at least for us marketers) is we now have the ability for choice, transparency, and control that we have been asking for. The Power Pack is defined as Performance Max (PMax), AI Max for Search Campaigns, and Demand Gen.
Performance Max isn't new; we wrote about in detail in this 2022 blog post. Demand Gen is focused on visually-appealing, multi-format ads across YouTube, Discover, and Gmail. But the new player is ... AI Max.
AI Max allows for more options for keywords and ads without a lot of heavy lifting. Trying to guess every keyword and ad copy combination can be a lot of work, so AI Max will allow for these to be created on the fly. The problem historically in working with these automated processes was limited transparency and controls. Now Google is showing us what was put together from search terms to headlines and landing pages, so we can ensure the AI mode is doing what it should be.
New Video Ads Features from GML 2025
There are new controls coming for advertisers specifically tailored to YouTube so you can exclude people who already know about you and focus your ad spend on those who don't know you yet.
Additionally some clearer reporting in Analytics will be available to see how many people watched your video ad, then went to Google and did a branded search.
YouTube is integrating Shopping Ads on connected TVs, with the ability to complete a purchase on the user's phone. Additionally, Shorts are getting an update with shopping built in without leaving the app.
Remember that stat I shared earlier about YouTube content creators? Well, now it's easy to find a Creator to partner with the Creator Hub. You can search for a Creator that matches your brand or product offering, see details about partnerships, as well as see stats and videos for partnerships you've made.
Creative Updates from GML 2025
The newest feature coming soon is Asset Studio. This allows you to review creative, and create variations through AI photo and video generation. For brands that have minimal assets, this can be really helpful to create variations to attract new customers.
Overall, Google and YouTube, when combined, are a powerhouse for your marketing efforts. Utilizing these new tools and products can make your brand stand out and attract new customers, wherever they are.
