News

Artificial intelligence has become a core component of Google Ads, promising to streamline campaign management and enhance targeting. However, many advertisers have observed their ad spend climbing faster than anticipated. AI-driven bidding strategies often prioritize clicks that appear more likely to convert but can come at a higher cost, sometimes without delivering proportional results. Understanding how these automated systems influence spend is crucial for keeping your campaigns effective and cost-efficient.

To prevent runaway costs, it’s essential to identify signs of waste early. Watch for unusual spikes in cost-per-click, clicks coming from irrelevant search terms, or campaigns where conversions fail to keep pace with spending. Frequent audits of keyword performance, audience segments, and placement reports can help reveal inefficiencies that might otherwise go unnoticed. The earlier you catch these red flags, the easier it is to course-correct before budget waste snowballs into a larger issue.

Maintaining tight budget control requires more than just monitoring metrics. Set realistic daily spending caps and consider using manual bidding for underperforming campaigns to avoid over-reliance on AI’s default strategies. Utilize conversion tracking to guide adjustments and ensure you’re paying for results, not just clicks. Incorporating A/B testing for ad creatives and landing pages can also reduce wasted spend by improving engagement and conversion rates, making each dollar work harder.

AI is likely to remain a consistent presence in Google Ads, shaping how campaigns are optimized and executed. However, a rising ad budget doesn’t have to be the inevitable price of using these tools. By staying vigilant — regularly reviewing performance data, acting quickly on insights, and applying strategic fixes — advertisers can ensure that Google’s AI supports their objectives rather than undermining their financial goals.

Last week, YouTube revealed a new AI tool that allows Short creators to produce alternative endings for existing Shorts. This feature, called “Extend with AI,” builds on YouTube’s existing “Cut” remix function, but layers in AI capabilities.

As explained by YouTube:

“This new feature gives you creative suggestions to help you add a new segment to an eligible Short. All you need to do is pick a moment from a Short, select a suggested prompt that describes what you want to happen next, and create a new segment that you can use for your own Short. Your remixed creation becomes a new Short that you can share, while the original creator’s video remains the same.”

The end product is your own Short credited to you yet linked back to the original video. That means, in effect, you can be a creator without filming new footage — just by extending others’ content through AI.

YouTube says “Extend with AI” will roll out gradually to all regions outside the EU and UK over the coming months.

At its “Think Week” event in New York, Google unveiled a set of new advertising features designed to support marketers, particularly as they prepare for the busy holiday season.

One of the most notable updates is the trial of ads placed within AI Overview results. This feature allows brands to connect directly through AI-generated answers. Google had previously tested integrating Search and Shopping ads in these summaries back in May, but is now expanding the format with a dedicated section inside AI responses.

As explained by Google:

“For example, when someone asks ‘why is there low water pressure after installing a new sink’ when they encounter a problem during a home renovation, AI Overviews may provide some helpful tips on how to fix it, as well as a useful ad for a plumber, who can come to the rescue to fix that bathroom.”

As reliance on AI answers grows and organic referral clicks decline, this option may help brands sustain visibility and engagement. However, it comes at a cost, and advertisers cannot be certain that users will scroll far enough to notice the sponsored listings. This feature will be included in Google’s AI Max for Search campaigns, now available to all advertisers worldwide, though it remains in a testing stage.

Google is also developing text-guideline features aimed at producing brand-safe and effective ad copy. These guidelines will help Google’s AI generate text assets that align with a company’s standards, available in both AI Max and Performance Max campaigns, with broader rollout expected this fall.

Another enhancement comes through the “Asset Studio” in the Google Ads app. Here, new AI-driven content generation tools will make it simpler to create images and videos for campaigns. For instance, uploading a photo of a product like the Conrad Jacket from Academy Brand and adding a prompt such as “a young man walking in the park” can instantly generate a realistic campaign image. The AI preserves key product details, ensuring brand authenticity while tailoring the surrounding scene.

These evolving tools allow brands to maintain consistency in how their products appear, while giving creative flexibility in generated backgrounds and scenarios. As Google continues to refine its image generation technology, the feature is set to become an increasingly valuable resource.

Additional updates include batch generation of AI content, text-to-video capabilities, and improved project-sharing tools that make it easier to circulate draft ads for broader feedback.

On the YouTube side, masthead ads are now shoppable, creating another direct pathway to drive sales through the platform.

Together, these new options offer marketers fresh ways to connect with shoppers and showcase products during the upcoming holiday season.

Influencer marketing is no longer just about counting likes, shares, or follower numbers. Brands are beginning to shift their focus from vanity metrics toward deeper indicators of impact, such as authentic engagement, storytelling, and long-term audience relationships. As consumers grow more skeptical of superficial campaigns, the demand for transparency and credibility has never been higher.

Instead of chasing viral moments, companies are prioritizing partnerships with creators who align closely with their values and can generate trust within niche communities. Micro- and nano-influencers, for example, often deliver stronger connections with their audiences, even if their reach is smaller. This pivot reflects a growing understanding that meaningful influence is measured by relevance and resonance, not just reach.

Technology is also reshaping the landscape. Advanced analytics, AI-driven insights, and social listening tools now give marketers a clearer view of how influencer content drives actions like conversions, website visits, and brand loyalty. By tying influencer performance to tangible business outcomes, organizations can better measure return on investment and refine strategies for long-term growth.

Looking ahead, influencer marketing will continue to expand into more immersive formats such as live shopping, interactive video, and even virtual influencers. For brands willing to adapt, the future promises not only more creative collaborations but also smarter, more authentic ways to connect with consumers in an increasingly crowded digital marketplace.

Video is no longer just an optional part of a marketing strategy—it’s a primary driver of engagement, brand visibility, and audience connection. Platforms like TikTok, Instagram Reels, and YouTube Shorts have set new expectations for fast, high-impact storytelling. To stay competitive, brands must continuously adapt their video approach to match how audiences are consuming and interacting with content today.

Trends in video are evolving rapidly, from short-form, vertical formats to interactive features like polls, clickable elements, and shoppable videos. Viewers now expect content that feels authentic, personalized, and easy to digest on mobile. Ignoring these shifts risks making your brand appear outdated, while embracing them can boost reach, retention, and shareability.

Keeping pace doesn’t mean chasing every new trend—it’s about understanding which formats and styles resonate with your audience. Regularly analyzing performance data, listening to feedback, and monitoring platform updates can help you focus on the trends that align with your brand’s voice and objectives. This ensures your video content stays fresh while still serving a strategic purpose.

In a crowded digital space, relevance is everything. Brands that stay agile with video trends can capture attention quickly, connect on a deeper level, and build lasting trust with their audience. By combining creativity with an awareness of shifting viewer habits, you can ensure your video strategy remains not only current but impactful in the long run.

Understanding your audience goes far beyond guessing what they might like. Trends act as a real-time compass, showing not only what people value but also what they feel is missing. Social media conversations, search data, and engagement patterns are like footprints each interaction reveals a preference, a need, or a gap waiting to be filled. By tracking these patterns closely, brands can move from reactive marketing to proactive connection, delivering exactly what resonates.

When you identify recurring themes in what your audience engages with, you uncover their priorities. This might be an appetite for more practical how-to content, a growing interest in sustainability, or a demand for transparent brand stories. These insights are powerful because they give marketers a clear view of the emotional triggers and informational needs that drive engagement. Acting on them turns generic messaging into tailored, high-impact communication.

Equally important is what the trends don’t show these are the blind spots and unspoken needs of your audience. Low engagement in certain areas may indicate missing content formats, overlooked topics, or even barriers in how your message is delivered. Addressing these gaps can spark fresh interest, strengthen loyalty, and position your brand as a leader that listens, adapts, and evolves with its community.

Ultimately, trends are not just a reflection of the present—they are indicators of where your audience is headed. The brands that succeed are those that use this insight to craft strategies that feel timely yet forward-thinking. By consistently analyzing both the visible preferences and the silent gaps, you create a feedback loop where your content not only matches what people value now but also anticipates their future needs.