Weekly Marketing Round-Up (25–29 August 2025)

Photo-realistic image of a marketing professional at a desk analysing SEO and PPC data on a desktop screen with performance charts.

Plenty has happened in SEO and PPC this week, with updates from Google, insights from Search Engine Land, and analysis from Marketing Week. From Google’s latest spam algorithm tweak to fresh paid search tools and smarter ways to align organic and paid strategies, there’s a lot to unpack. In this post, I’ll break down the key changes and share practical takeaways you can use to strengthen your marketing, whether you’re running ads, focusing on organic search, or combining both.

1. SEO Highlights

a. Google Launches August 2025 Spam Update

On 26 August, Google confirmed a new “spam update,” its first since December 2024, set to roll out across all regions and languages over the coming weeks.
Actionable insight: Monitor your traffic and ranking metrics closely. If you observe fluctuations, review your site for thin or low-quality content, over-optimised anchor text, or user-generated spam. Prioritise clarity, credibility, and high-value signals in your content.

b. AI-Driven Search Is "Fractured" and Demanding New Tactics

Search Engine Land reports that AI has fragmented the search landscape. Users now encounter varied formats—traditional search, AI-generated responses, chatbots. Brands must adapt to this new reality, treating SEO as part of a broader “brand-first” content approach.
Actionable insight: Adopt a hybrid strategy combining SEO, brand storytelling, and content designed for AI answer formats—structured FAQs, featured snippets, and conversational copy.

c. The Generative Economy and SEO’s Future

Industry commentary warns that the emerging “generative economy” will be dominated by brands that adopt AI-native, brand-focused SEO strategies.
Actionable insight: Begin mapping how your brand can be represented in AI-driven results—think branded conversational answers, optimised metadata, and structured content ready for generative presentation.

2. PPC Highlights

a. Google Ads: Expanded Reporting and Creative Tools

    • Asset Studio Beta Launched (22 August): Google is testing an AI-powered hub for creating and scaling ad assets across formats.

    • PMax Channel Reporting Expanded (25 August): Advertisers now have account-level visibility into Performance Max campaign performance across channels.
      Actionable insight: Explore Asset Studio to produce creative variants efficiently. Use the advanced PMax reporting to identify which channels are driving value and adjust budget allocations accordingly.

b. New Loyalty Features in Google Ads

From 26 August, Google Ads began offering ways to integrate loyalty programme details directly into ads and listings to drive long-term retention and incremental value.
Actionable insight: If your brand runs a rewards or loyalty scheme, highlight it in your paid creatives. This can boost click-through rates and nurture customer loyalty through retention-focused messaging.

c. Differentiating Between LinkedIn Ads and Google Ads

A framework emerged to help marketers align ad platforms with marketing objectives: use Google Ads to capture demand (search intent) and LinkedIn Ads to generate demand (awareness and engagement).
Actionable insight: Clarify your funnel goals before choosing a platform. Drive direct conversions with search-focused Google Ads; use LinkedIn where you’re looking to build interest in complex or B2B purchase journeys.

d. Amazon Resumes Google Shopping Ads Outside the US

Amazon has returned to Google Shopping ads in select international markets after a recent withdrawal, impacting ad performance trends elsewhere.
Actionable insight: If your business advertises internationally, monitor competitor behaviours and ROI closely—especially in shopping ads. Test re-entry timing and creative adjustments to capitalise on shifting auction dynamics.

Key Points to Consider

There’s a lot to take in, but the main message is clear: SEO and PPC are shifting, and brands that stay adaptable will come out stronger. Here are the essentials to keep in mind:

  • Watch how Google’s latest spam update affects your site and double down on useful, high-quality content.

  • Plan for AI-driven search by creating structured, brand-led content that answers real questions.

  • Keep building relationships for backlinks—they’re still an important trust signal.

  • Test Google’s new creative tools and use updated reporting to fine-tune where your budget goes.

  • If you’ve got a loyalty programme, make it part of your ad messaging to boost retention.

  • Choose the right ad platform for your goals: Google Ads to capture demand, LinkedIn to generate it.

  • Monitor Amazon’s move back into Shopping ads, especially if you’re competing internationally.

  • Break down the silos between SEO and PPC—share insights across both for better results.

Whether you lean on SEO, PPC, or a mix of both, the real win comes from staying flexible and focusing on strategies that bring measurable results for your business.

Sources:

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Author

Hope Varnes is a Chartere Marketer with over 15 years experience in digital marketing. She is specialises in Google Ads, PPC, content marketing, and marketing strategy. She has a Master’s in Digital Marketing and eCommerce and is Google Certified. She is an expert in leveraging digital platforms to drive brand awareness, lead generation, and revenue growth.