Another week, another round of digital marketing updates. Today, we’ll bring you up to speed on Google and Meta’s new changes, how AI is transforming SEO, and the potential of geolocation marketing.

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1. Google Updates: New Rules, New Strikes

Google’s Performance Max ads are getting smarter, or at least more aware. The new “Page-Specific Assets” capability lets you input a list of webpages to generate customised creatives and tailored content for your ads.

No more generic-looking AI-generated assets—with greater control over your ad content, optimising your campaigns should be a no-brainer.

On the other hand, if you’re a travel advertiser, pay attention: Google has just incorporated real-time data into travel ads (because nothing beats actual availability and pricing). Early adopters have actually seen a 20% increase in click-through rates, so make sure your listings are up-to-date.

Meanwhile, although this only applies to US/Canada advertisers for now, this recent Google update is too significant to ignore. By November 21st, all Google Local Services ads must be linked to a verified Google Business Profile or will otherwise be paused.

What this means for you:

Google’s push for more relevant content, data integration, and verification is justifiably aimed at creating a better advertising ecosystem. Take advantage of these changes to improve your ad performance and get more from your campaigns.

2. The Next Moves for Meta

In case you aren’t aware yet, Meta has rolled out “automatic adjustments” to its ad accounts, where it can pause or activate your campaigns, adjust your budgets, and make changes to audience segments—without your participation. Thankfully, there is a way to opt out of this feature in your ad account settings.

On a different note, Meta is bringing back facial recognition to protect users against scams and enable faster account recovery. With regards to privacy concerns, the platform assures users that facial data is encrypted and will be deleted after use.

What this means for you:

Meta’s latest moves show two sides of automation: one might save your time (but could reduce control over marketing decisions), the other could potentially save your brand from imposters. Do what you will with this information.

3. AI in SEO and Search

Is SEO dead? No—probably not for a long time. However, AI is undeniably changing the way users are searching for information online, now that they have the choice between search engines and conversational answers offered by Large Language Models (LLMs) like ChatGPT, Gemini, and Perplexity.

This shift potentially means less dependency on traditional SEO practices like keyword stuffing, backlink building, and hoping for the best. Instead, AI-powered modern search algorithms will demand more from marketers: less focus on keywords and more on actually helpful content.

What this means for you:

Search engines are not going anywhere, but now that they’re sharing the spotlight with AI, the best way to keep your business afloat is to focus on user-centred content that is relevant, interesting, and genuinely valuable.

4. Geolocation in Action

Speaking of authentic and human-centred, geolocation marketing is another strategy worth your attention. It works by delivering location-based and personalised ads that push real-time and relevant content. For example, you can notify customers about in-store deals while they are in the store or credit card rewards that can be used in nearby restaurants.

With users spending more time on mobile, this strategy will inevitably drive better engagement and brand loyalty.

What this means for you:

Geolocation marketing seems to be the future of customer engagement, and although it requires complex digital infrastructure to work, you can still adapt its general principles for your campaigns. The reward? Hyper-relevant content that keeps customers coming back for more.

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