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by Ilaria Castaldello<\/a><\/em><\/p>\n\n\n\n <\/p>\n\n\n\n On May 22, the\u00a0Google Marketing Live 2025<\/strong>\u00a0took place, the annual event where Google presents its main innovations in advertising, data, and AI technology. This year\u2019s edition offered an interesting preview of how artificial intelligence is redefining the entire digital marketing ecosystem at Mountain View headquarters.<\/p>\n\n\n\n <\/p>\n\n\n\n From new search modes to improvements in advertising platforms, and from new creativity tools to measurement solutions, there are numerous innovations for those who work every day to provide clients with advanced, effective, and data-driven marketing strategies. <\/p>\n\n\n\n What we will cover in this article:<\/p>\n<\/div>\n <\/div>\n <\/p>\n\n\n\n <\/p>\n\n\n\n According to data shared by Big G, more than 5 trillion searches are carried out on Google every year, and digital behaviors are becoming increasingly fluid, multimodal, and visual. <\/p>\n\n\n\n Generation Z<\/strong>\u00a0confirms itself as the driver of change, using tools such as\u00a0Google Lens<\/strong>\u00a0(+65% usage compared to 2024) and\u00a0Circle<\/strong>\u00a0(a new interactive search mode active on over 250 million Android devices).\u00a0AI Overviews<\/strong>, available in over 100 countries, allows complex searches to be answered directly from the SERP, improving the user experience.<\/p>\n\n\n\n <\/p>\n\n\n\n At the same time,\u00a0YouTube<\/strong>\u00a0confirms its role as the central platform for global video consumption: over 2 billion monthly active users, views up 20%, and Shorts doubling views on smart TVs. Video is no longer just entertainment, but a key lever for shopping, with 90 million hours per day dedicated to product content.<\/p>\n\n\n\n <\/p>\n\n\n\n Google and YouTube represent the\u00a0starting point of the decision-making journey two times out of three<\/strong>, even when discovery happens on social media.<\/p>\n\n\n\n <\/p>\n\n\n\n <\/p>\n\n\n\n The big news of 2025, revealed during the Live, is the introduction of the\u00a0Power Pack<\/strong>, an evolution of the previous Power Pair. This package brings together the best of Google\u2019s advertising solutions \u2014\u00a0Performance Max, AI Max Search Campaigns, and Demand Gen<\/strong>\u00a0\u2014 in a synergistic suite powered by AI, designed to maximize efficiency, control, and performance.<\/p>\n\n\n\n <\/p>\n\n\n\n The Power Pack has been designed to adapt to the unpredictable ecosystem of user behavior: searching, scrolling, watching, purchasing. In response to this complexity, Google offers integrated, automated tools capable of optimizing results at every level of the funnel.<\/p>\n\n\n\n <\/p>\n\n\n\n Performance Max continues to play a central role in multi-channel strategies thanks to new improvements: in 2024 alone, over 90 technical updates were implemented, generating an\u00a0average increase of 10% in conversions<\/strong>.<\/p>\n\n\n\n <\/p>\n\n\n\n The new features include\u00a0channel performance reporting<\/strong>, which allows advertisers to better understand which touchpoints generate value.<\/p>\n\n\n\n <\/p>\n\n\n\n According to Google, during the beta phase, those who adopted P.Max for Search Campaigns recorded\u00a0+27% conversions at the same CPA<\/strong>\u00a0compared to campaigns based on traditional keyword match. These campaigns therefore respond to modern and evolving search behaviors. However, they must be implemented within accounts created specifically to make them work correctly.<\/p>\n\n\n\n <\/p>\n\n\n\n <\/p>\n\n\n\n The\u00a0AI Max Search Campaigns<\/strong>\u00a0represent, according to Google, the future of search advertising: advanced performance, creative control, and transparency. They do not replace P.Max but complement it as an additional tool.<\/p>\n\n\n\n <\/p>\n\n\n\n The promise from Mountain View? To maintain the same performance standards while offering greater creative customization and more granular management.<\/p>\n\n\n\n <\/p>\n\n\n\n With AI Max, Google aims for a more predictive Search, where the combination of data and artificial intelligence makes it possible to reach new audiences and maximize purchase intent. They resemble DSA campaigns, but enhanced with AI.<\/p>\n\n\n\n <\/p>\n\n\n\n <\/p>\n\n\n\n Among the most interesting innovations presented during the Live is the exploration of\u00a0Smart Bidding<\/strong>. Thanks to flexible ROAS targets and machine learning, AI is now able to capture new high-value searches even before marketing teams can identify them.<\/p>\n\n\n\n <\/p>\n\n\n\n The system learns from behavioral signals and translates them into smarter bids, ensuring greater efficiency of ad spend and opening up unexplored growth opportunities.<\/p>\n\n\n\n <\/p>\n\n\n\n <\/p>\n\n\n\n Demand Gen campaigns have also undergone a major evolution from Google, with\u00a0over 60 updates in one year<\/strong>. The result: reduced setup times, improved performance (+26% conversions per dollar<\/strong>), and greater effectiveness in upper-funnel channels.<\/p>\n\n\n\n <\/p>\n\n\n\n With the support of tools such as the new\u00a0Asset Studio<\/strong>, advertisers can now generate creative assets at scale using Gen AI. A single text input can generate dozens of image or video variations, increasing content relevance for diverse audiences.<\/p>\n\n\n\n <\/p>\n\n\n\n In addition,\u00a0Merchant Center<\/strong>\u00a0now serves as a control hub for all branded content, including video.<\/p>\n\n\n\n <\/p>\n\n\n\n <\/p>\n\n\n\n Finally, to support marketers and companies in the transition to increasingly AI-driven marketing, Google has launched\u00a0Accelerate with Google<\/strong>, a training platform that offers:<\/p>\n\n\n\n <\/p>\n\n\n\n Accelerate presents itself as a continuous growth path, tailor-made and supported by experts, for all those who want to evolve in line with the Google ecosystem.<\/p>\n\n\n\n At\u00a0SAY Agency<\/strong>, we are ready to help you navigate this new scenario.<\/p>\n<\/div>\n \n
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Current scenario: marketing driven by artificial intelligence<\/h2>\n\n\n\n
<\/p>\n\n\n\nThe new Power Pack: the evolution of integrated solutions<\/h2>\n\n\n\n
Performance Max: smarter and more effective than ever<\/h2>\n\n\n\n
AI Max Search Campaigns: uncompromising automation<\/h2>\n\n\n\n
Smart Bidding Exploration: the algorithm that anticipates trends<\/h2>\n\n\n\n
Enhanced Demand Gen: creativity that converts<\/h2>\n\n\n\n
Google Accelerate: advanced training for marketers<\/h2>\n\n\n\n
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