Photo: The most interesting announcements from Google Marketing Live 2025
Product Studio also received important updates. Among them is the Generated for you feature, which offers ideas for campaigns, product selections and promotions, as well as recommendations for names that perform better in search. In addition, you can create AI-generated lifestyle scenes and even videos from a single product photo - without the involvement of designers.
The most interesting announcements from Google Marketing Live 2025
Merchant Center is evolving into a full-fledged brand management hub. Brands can now create profiles with videos, images, shipping policies, and reviews.
Google also introduced new video management tools — companies can centrally manage video content from websites, find & buy verified datasets YouTube, and social networks.
Improving measurement and data management
Google has taken a significant step towards strengthening modern measurement and data-driven capabilities. Incremental analysis is now available even for campaigns with smaller budgets. Updated methodologies allow you to more accurately identify what factors add value and evaluate the effectiveness of marketing activities across channels.
Google Analytics now features improved cross-channel measurement, giving you a more complete picture of how users interact with your brand. Reporting is enhanced with new insights, including ad impressions across Google platforms and beyond.
Data management tools have also been updated. Data Manager becomes a single center for working with primary data. It implements privacy protection through the use of confidential computing technologies. In addition, there will be an updated API that combines several previous solutions and allows you to work with data more efficiently to increase ROI.
The most interesting announcements from Google Marketing Live 2025
Smart Bidding
Google has announced the biggest update to its bidding strategies in over 10 years. The new approach to Smart Bidding allows you to reach unobvious but potentially valuable queries. With support for flexible ROAS targets, the system is better able to find relevant audiences for search campaigns.
According to the company's statistics, the new model provides an average of 18% growth in unique queries with conversions and provides 19% more overall conversions.
This update complements AI Max for Search campaigns well and helps you go beyond traditional search advertising scenarios.
Photo: The most interesting announcements from Google Marketing Live 2025
Advertising in AI search
Another important direction is the integration of advertising into the AI Overviews feature. This format, which Google is already testing in the US, ensures increased user engagement in search. Ads now appear not only next to the answers, but are integrated into the AI answers themselves. This applies to Performance Max, Shopping, and Search campaigns with broad match.