In this weeks digital news, Google Ads is updating Responsive Search Ads (RSAs). Allowing up to two unused headlines to appear where sitelinks previously did, if predicted to improve performance. The rise of multiple platforms has forced brands to produce more content at an unsustainable pace, leading to rushed, ineffective ads.
The pages ranking in AI Overviews are often completely different than the pages ranking in the top 10 organic results, a new analysis finds. A new AI-powered feature allows ChatGPT to browse the web and execute tasks without APIs.
New research for PRWeek’s UK Power Book reveals the proportion of PR agency bosses that expect to make redundancies this year. Channel 4 has appointed The Cast as its first dedicated influencer marketing agency.
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Google Response Search Ads (RSAs) Second Headline In Sitelinks & More
Google Ads is updating Responsive Search Ads (RSAs), allowing up to two unused headlines to appear where sitelinks previously did, if predicted to improve performance. Google is also testing flexibility in displaying certain ad elements, like omitting description lines when beneficial. Reporting will attribute stats to the headline asset. Advertisers can still pin essential content. The changes aim to enhance AI-driven optimisation, increase exposure for high-performing assets, and refine ad relevance. Industry experts suggest this shift hints at a more dynamic future for search ads, where Google optimises asset combinations for better results.
Read more here.
‘The internet sucks!’ Why digital media isn’t as inspiring as it could be
An interesting article about the pitfalls for overly-optimised digital media and difficulties brands have in creating diverse and up to date creatives. The rise of multiple platforms has forced brands to produce more content at an unsustainable pace, leading to rushed, ineffective ads. Short-lived social media content demands constant output, yet budgets struggle to keep up. Automated tools help but remain limited by templates, restricting creativity. AI, however, offers new possibilities, learning from historical assets and refining campaigns. Marketers should embrace AI for analysis and efficiency rather than blindly adopting generative tools. By focusing on quality over quantity, brands can reclaim originality and better engage audiences.
Read more here.
Google AI Overviews more volatile than organic rankings: Report
Google AI Overview rankings, the webpages cited in the AI-generated answers. Are more volatile than Google’s “classic” organic search rankings. Also, within two to three months, 70% of AI Overview rankings changed. According to a new analysis by Authoritas, an ecommerce SEO platform. Ranking in the top 10 is not a guarantee your content will rank in AI Overviews. AI Overview and organic ranking systems are different and work independently of each other most of the time, the analysis found:
- 60% of the time, pages ranking in the top 10 appear in AI Overviews.
- 40% of the time, AI Overviews rank a webpage that doesn’t appear in the top 10 of Google organic search.
Read more here.
6 ways GPT Operator is changing PPC automation
This new AI-powered feature allows ChatGPT to browse the web and execute tasks without APIs. Unlike traditional automation. Which is rigid and deterministic, GPT Operator can make dynamic decisions on the fly. GPT Operator is only available in the U.S. and requires a subscription to the $200/month Pro plan. So, it isn’t a realistic solution for the majority of marketers today. But, as with everything in AI, GPT Operator should get cheaper and more widely accessible quickly. So consider this a glimpse into what’s possible in the near future.
Read more here.
One in 10 agency bosses eye redundancies
New research for PRWeek’s UK Power Book reveals the proportion of PR agency bosses that expect to make redundancies this year. PRWeek reveals the results of an anonymous survey of entrants to gauge their views on key issues. A survey of 119 agency-side PR bosses found 2.5 per cent “definitely” expect to make redundancies in 2025. And 8.4 per cent will “probably” do so.
Read more here.
Channel 4 appoints first influencer marketing agency
Channel 4 has appointed The Cast as its first dedicated influencer marketing agency. Building on its commitment to work with creators and connect with young audiences. Already a leader in social storytelling. Channel 4’s partnership with The Cast will bring together the work of teams across Marketing, 4Studio, Commissioning, 4Creative, Content Communications and Channel 4 Sales.
Read more here.
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