Digital Industry Updates
At Embryo we keep a log of key industry updates within the digital marketing landscape. The updates cover changes with Google and algorithms and platforms that affect SEO, PPC, as well as social platforms such as Facebook, Pinterest, TikTok, and LinkedIn.
If you would like to contribute, then please contact h.middleton@embryo.com or e.murray@embryo.com.
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Bing Webmaster Tools reporting on AI tracking
Bing has announced it is officially implementing a new insights section on the platform, allowing users to track AI Answers and citations. Although still in BETA, this has now been released within the platform, allowing you see where your content is cited in AI-generated answers across Microsoft Copilot and Bing’s AI summaries.
Microsoft have positioned this launch as “an early step toward Generative Engine Optimisation (GEO) tooling in Bing Webmaster Tools, helping publishers understand how their content participates in AI-driven experiences.”
The new functionality has also been noted to help marketers validate which pages are already being used as references and identify frequently appearing content. Spot opportunities on pages that are cited less frequently.
Quote from Amy Leach, Head of SEO:
“This has been a much-awaited update across the industry, with hopes that Google will soon follow suit in Google Search Console. This information will be incredibly powerful for sites moving forward to understand the “new era of AI” and the real impact this is having on wider digital landscape.”
Read moreGoogle Performance Max built‑in A/B testing for creative assets
How it works:
Google Ads is testing a new feature that lets advertisers run A/B tests on creative assets within a single Performance Max campaign.
Advertisers pick a campaign, create an asset group, and set up a control (existing ad) and a treatment (new ads). Some assets can be shared between them. They can choose how to split traffic (like 50/50), run the test for a few weeks, and then use the best-performing assets.
What’s the benefit?
This lets marketers test creative assets directly in Performance Max campaigns. It shows which headlines, images, videos, or descriptions perform best, cutting guesswork and making optimisation faster and easier.
Google Discover Core Update
Google has begun rolling out its February Discover Core Update, a dedicated algorithm adjustment for the Google Discover feed (separate from traditional search ranking changes). The update aims to enhance the quality and relevance of content shown in personalised feeds by prioritising more locally relevant and expert content while downgrading clickbait style material.
Potential impacts:
- Local content can gain traction: Content tailored to specific regions or audiences is more likely to appear in Discover.
- Clickbait de-prioritised: Exaggerated content and engagement-bait tactics are more likely to lose Discover visibility.
- Depth and expertise rewarded: Original, authoritative and topically focused content is more likely to surface in feeds.
Key takeaway: Prioritising original reporting, topic-focused expertise and honest, accurate content will position any site to benefit as Google Discover’s feed evolves over the coming months.
Hear from GoogleGoogle stops preselecting Performance Max in shopping setup
How it works:
Google Ads no longer automatically selects Performance Max as the default option when advertisers begin setting up a Shopping campaign. Marketers can now choose between a standard shopping campaign or a Performance Max.
What’s the benefit?
This will reduce the risk of unintentionally launching campaigns as a Performance Max, giving marketers more control over their campaign type & structure, and potentially preventing unexpected campaign performance outcomes.
Find out moreGoogle Ads API v23 brings PMax data, richer invoicing, and scheduling
How it works:
Google has released v23 of the Google Ads API, adding deeper reporting & tools. This includes channel-level reporting for Performance Max, more detailed invoicing data & more precise scheduling.
What’s the benefit?
Advertisers can gain more granular insights & controls, diagnose performance by channel (e.g., Search vs. Display), optimise scheduling more accurately, and also leverage richer audience signals, improving measurements & strategy.
Read moreGoogle Ads Performance Max data exclusions rolling out
How it works: Google Ads is rolling out data exclusion controls for Performance Max campaigns, letting advertisers choose which conversion events feed into their automated bidding.
What’s the benefit: Advertisers can exclude conversion types that might mislead the Smart Bidding, which will help improve targeting and efficiency.
Read moreMeta finally brings threads ads to every user
How it works: Meta has launched advertising in Threads globally, meaning marketers can now buy ads shown natively between organic posts on the Threads social feed.
What’s the benefit: Brands now have a new placement for awareness and engagement. There is also an early adopter advantage, meaning strong engagement potential as competition builds over 2026.
Google Shopping API deadline
Google’s Shopping API cutoff, requiring migration to the new Merchant API is becoming urgent, as old API versions will soon stop supporting Shopping and Performance Max campaigns.
How it works:
Older API endpoints will be dismissed, meaning campaign delivery for Shopping and related assets can fail if the Merchant data feed isn’t migrated to the new API standards.
What’s the benefit:
Completing the migration ensures uninterrupted paid‑click delivery for Shopping and PMax campaigns dependent on product feed data, and helps avoid issues with ad disapprovals or loss of catalogue synchronisation.
Microsoft adds customer acquisition goals & PMax enhancements
Microsoft Ads has introduced new customer acquisition goals and improved visibility for Performance Max campaigns.
How it works:
Advertisers can now choose Performance Max goals focused on new customers, get clearer measurement insights, and expand audience targeting on Google Ads.
What’s the benefit:
This gives you more control over who your paid clicks are driving, especially when targeting new buyers vs. existing audiences, making PMax more strategic rather than purely automated.
OpenAI introducing ads in ChatGPT
OpenAI is preparing to introduce ads into ChatGPT, marking a major shift for marketers who’ve so far relied on organic visibility within AI platforms. Brands will now need paid strategies alongside AI optimisation, with ads clearly labelled and kept separate from sensitive topics. As conversational AI becomes a new discovery channel, marketers must rethink how they show up – blending trust, relevance and paid visibility in AI-driven journeys.
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