top of page
Search
Writer's picturegoogleadwordshero
2 days ago3 min read

PPC | PAID SEARCH | Paid Media Marketing In 2025: 7 Changes Marketers Should Make

Article by Brooke Osmundson


Get ready for the future of paid media campaigns. Dive into the game-changing developments this year, from AI advancements to privacy updates.


Paid media marketers, take a deep breath – 2024 was a whirlwind, wasn’t it?


AI officially moved from buzzword to business-as-usual, with tools like Google’s Gemini and Microsoft’s Copilot changing how we create ads, manage campaigns, and even analyze performance.


Privacy updates threw yet another curveball, with third-party cookies trying to fade into the sunset, but then Google reversed its decision, and platforms stepped up with new privacy-friendly targeting solutions.


Oh, and let’s not forget TikTok and Reddit leveling up their ad platforms, making them serious players for advertisers looking to diversify beyond Google and Facebook.


And then there’s Google’s AI-generated search overviews. If you haven’t seen them yet, they’re already shifting how ads show up in search results, adding new dynamics to a space we thought we had figured out.


Basically, the industry didn’t slow down this year – it sped up.


As we head into 2025, the message is clear: Staying still is not an option. The platforms are evolving, consumer behavior is shifting, and if you’re not testing, adapting, and optimizing, you’re falling behind.


Whether it’s leaning into AI, rethinking targeting, or getting smarter about how you spend your ad dollars, there’s no shortage of ways to level up your paid media game this year.


So, let’s talk about seven tangible changes you can make next year to keep your campaigns ahead of the curve.


These aren’t theoretical tweaks – they’re practical, actionable strategies you can implement today to drive better results tomorrow. Let’s dive in.


1. Embrace The Shift To Conversational AI In Ad Creation

Conversational AI tools like Google’s Gemini and Microsoft’s Copilot enable ad creation and optimization in a more fluid, interactive way.


They’re becoming essential for marketers who want to scale ad variations without exhausting creative resources.


If you’re looking to test and scale how this can work for you, start small with AI-generated ad copy tests. Use the conversational AI tools within the Google Ads platform to create a few new ad variations that differ from your standard copy.


For instance, if your current ads are heavily CTA-focused, let the AI suggest more storytelling or benefits-driven language and test these versions in a limited campaign to gauge performance.


Another tip is to start experimenting with ad personalization at scale. AI tools allow you to input audience insights, such as location or interests, to create tailored ad variations.


Create segmented ads that appeal to different demographics or psychographics and use split testing to identify which approach resonates best.


Lastly, whenever you’re using AI-generated content, make sure to set aside time to review those suggestions monthly. Take note of recurring suggestions that could highlight hidden opportunities or adjustments you may not have initially considered.


2. Refine Ad Targeting With Data Privacy In Mind

With the unreliability of third-party cookies, the upcoming year marks the need for refined targeting strategies that balance effectiveness with privacy.


Tools like Google’s enhanced privacy features and Microsoft’s predictive audience segmentation help ensure you’re reaching the right users in a compliant way.


Now’s the time to develop a robust first-party data strategy. Start by auditing your first-party data to identify gaps and potential sources for future data.


PPC Consultant London, Google AdWords Consultant London, PPC Specialist London, AdWords Specialist London


6 views0 comments

Comments

Google AdWords Hero - To The Rescue!
00:00
bottom of page