As we kick off Q1, the digital marketing landscape is evolving faster than ever, with insights and updates for SEO, social media and digital advertising. We have compiled the top changes or insights to look out for in Q1 of 2025.
Digital Advertising Changes
Stay ahead in the ever-evolving world of digital advertising with the latest updates and features from Google and Meta. These tools and insights can help to improve campaign performance, streamline processes, and provide better data for decision-making in 2025.
Google Ads: Highlighting Competitors Impacting Impression Share
Google Ads now highlights specific competitors (e.g., “Amazon”) influencing your campaigns’ impression share directly within the optimisation score. This new feature offers advertisers a clearer understanding of auction dynamics, revealing which brands are competing for the same audience. It’s particularly helpful for reporting and strategic planning.
💡 Pro Tip: For clients in competitive industries like care homes or hospitality, this insight will be invaluable in identifying genuine competitors and crafting tailored strategies.
Simplifying the Shopping Experience
Google Merchant Center has introduced direct checkout links, enabling shoppers to skip the product details page and proceed straight to checkout. This feature, available for free listings and Pmax display ads in the US, aims to streamline the shopping experience for ready-to-buy customers.
Key benefits:
- A "Buy Now" button on Google Shopping.
- Faster checkout process.
- Particularly valuable for well-known brands and loyal customers.
Although currently available only in the US, this feature is expected to roll out to other markets, including the UK. For eCommerce brands, this feature could significantly enhance conversions.
Drive Traffic to Facebook Pages
Meta has expanded its traffic campaign options, allowing advertisers to promote Facebook Pages directly. Previously, this feature was limited to Instagram profiles. Now, campaigns can target Facebook, Instagram, or both platforms simultaneously, and boost organic engagement and follower growth on Facebook Pages.
💡For clients looking to grow their audience and brand awareness, this is a great way to increase page visits and engagement. If it aligns with campaign goals, it’s worth testing this option.
Enhanced Breakdown Feature in Ads Manager
Meta Ads Manager has introduced an upgraded "breakdown" feature, making it easier to analyse campaign performance across various characteristics, including:
- Age
- Gender
- Placement
- Device
This eliminates the need to reload tables, saving time and streamlining reporting.
💡This helps you quickly find performance metrics with better visuals and more actionable insights.
SEO Insights
Rise in zero-click searches through AI Overview
AI Overview is a Google Search feature that has recently been put into action. It uses generative AI to provide concise answers to complex questions by summarising information from multiple sources and offering supporting links. Essentially, it takes information from websites and outputs it right at the top of the search results page as an answer to someone's search query, without the user needing to click on a page.
Designed to help users find information faster, it reduces the need to navigate numerous websites and supports more complex queries, such as finding specific services with detailed preferences.
To increase the chances of your website appearing in AI Overview sources in 2025, try to:
- Produce Quality Content: Ensure your content is informative, up-to-date, and optimised with relevant keywords. Make it interactive by including features like a FAQ section with structured data.
- Structure Your Data: Add metadata such as meta-titles, meta-descriptions, and alt tags to your titles, pages, and images to help search engines understand your content. Bullet points are also a good way to create concise content.
- Monitor Site Performance: Improve loading speed, optimise images, and prioritise a mobile-first design to ensure seamless performance on all devices - especially mobile.
If the content on your pages is concise, relevant and laid out in a structured way, you have more of a chance of being pulled up in the AI Overview. Google is gradually making AI Overviews available to more users in more languages and regions and is predicted to be used more in 2025. Since the webpage is referenced in the AI Overview, this can help grow brand awareness and boost your visibility above everyone else, including directories. Keep this in mind when you create content if you want to stay competitive in 2025.
Voice Search in 2025
Voice Search Optimisation (VSO) is quickly becoming a vital strategy as voice-activated search grows in popularity. With more users relying on smart devices and smartphones for spoken queries, the way people search is changing—and so should your SEO strategies in 2025.
Unlike traditional text searches, voice queries are conversational and longer. Users often ask questions like, “What are the best luxury pillows?” instead of typing “luxury pillows.” This shift requires marketers to create content that mimics natural speech patterns and answers common questions directly.
Key Steps for Voice Search Optimisation
- Focus on Conversational Phrasing
Use long-tail, natural language keywords and incorporate Q&A formats to match spoken queries. - Optimise for Featured Snippets
Structure your content to provide clear, concise answers—Google often pulls voice search results from snippets. - Prioritise Local SEO
Voice searches are frequently local, like “Best coffee shop near me.” Update your Google Business Profile and include location-based keywords. - Improve Mobile Usability
Ensure fast-loading pages, responsive design, and a seamless mobile experience—key factors for both SEO and voice search rankings. - Use Schema Markup
Structured data helps search engines identify your content as relevant for voice queries.
Smart devices often cite their source when answering a query, boosting brand awareness. This creates a unique opportunity to increase visibility and attract potential customers in 2025.
Updating Existing Content Beats New Content
In 2025, maintaining rankings means prioritising updated content over constant creation. Google favours fresh, relevant material, so refining what you already have is key to staying competitive.
Outdated content risks losing relevance and rankings as facts and trends evolve. To remain a trusted resource, ensure your content stays accurate, engaging, and aligned with audience needs.
Tips to Keep Content Fresh:
- Content Audits: Regularly review and update outdated or underperforming content.
- Track Trends: Stay informed about industry developments.
- Engage Audiences: Use feedback to identify areas needing improvement.
- Keyword Updates: Refresh keyword research to optimise existing content.
- Repurpose Content: Transform existing content into new formats or platforms to keep it engaging and relevant. For instance, convert blog posts into videos, podcasts, infographics, or social media posts.
Updating content isn’t just about accuracy—it’s about aligning with your brand, audience, and industry to stay relevant.
Social Media
Instagram: The Visual Showcase for Every Business
Instagram is a powerhouse for visually engaging content, making it an essential platform for businesses across industries in 2025. Whether you’re in retail, hospitality, or professional services, its ability to tell a compelling visual story can help you captivate your audience and strengthen your brand.
How to Use Instagram Effectively in 2025:
- Highlight What Makes You Unique: Use Instagram Stories and Reels to showcase your business's unique offerings, whether it’s behind-the-scenes moments, customer success stories, or highlights from your workspace. Authentic visuals help build trust and connection with your audience.
- Leverage User-Generated Content (UGC): Encourage customers to share their experiences using a branded hashtag. Reposting their content (with permission) adds authenticity and engages your community while encouraging others to join in.
Run Seasonal Campaigns and Contests: Create buzz around your business by hosting seasonal giveaways or promotions. For example, a retailer might run a contest inviting followers to share photos of their favourite purchases, while a service-based business could offer free consultations to winners.
Facebook: Your Community Engagement Hub
Facebook’s wide reach and versatility make it a valuable platform for businesses aiming to connect with their audience in meaningful ways. Its advanced ad targeting and community-focused features allow businesses to drive sales while fostering loyal relationships.
How to Use Facebook Effectively in 2025:
- Promote Events and Offerings: Use Facebook Events to share details about workshops, product launches, or special promotions. Add vibrant images and engaging descriptions to boost RSVPs and shares.
- Engage with Local Communities: Create or join Facebook Groups related to your industry to interact with potential customers, answer questions, and establish authority. A gym, for instance, might join a wellness-focused group to share tips and promote classes.
Run Targeted Ads: Facebook’s ad platform enables precise targeting based on interests, location, or demographics. Businesses can use this to promote everything from online courses to physical products.
Pinterest: Inspire and Convert Through Visual Discovery
Pinterest is a treasure trove for inspiring users, making it especially useful for businesses offering visual, creative, or lifestyle-related products and services. As a platform that acts more like a search engine, Pinterest is perfect for businesses looking to attract audiences through actionable, visually appealing content in 2025.
How to Use Pinterest Effectively in 2025:
- Create Themed Boards: Tailor boards to highlight your offerings and expertise. For example, a marketing agency might create boards for “Digital Marketing Tips,” while a florist could curate “Wedding Flower Inspiration.”
- Share Guides and Ideas: Post step-by-step guides, tips, or resources relevant to your industry. A travel agency might pin “Top 10 Weekend Getaways,” while a skincare brand could post “DIY Skin Care Routines.”
- Feature Products and Services: Showcase your products in action with compelling images that link back to your website. Businesses offering services can post infographics or visuals to communicate their value.
These tips will help businesses of all sizes and industries maintain relevance and maximise their reach throughout the year. Social media platforms are tools to connect with your audience authentically, tell your story effectively, and build trust in your brand.
At Big Bear Creative, we know that navigating the world of PPC, SEO, and social media can feel daunting. Our team specialises in crafting tailored strategies that deliver measurable results. From driving targeted traffic with PPC, boosting your online visibility with expert SEO, to creating engaging social media campaigns that captivate your audience – we’ve helped businesses across many industries thrive in the digital landscape. Contact us today, and let’s grow your business together!
.png){kind=logo}
