Weekly Update: Developments in Online Marketing and AI

AI is developing rapidly and dramatically changing the playing field of online marketing. This week we identify three notable trends. What do these developments mean for your marketing approach? In this update, we dive in and provide practical insights.

1. Personalized growth plans in Google Ads: more than an AI tool

Google is introducing AI-driven growth plans for advertisers. These plans offer suggestions such as adding broad keywords and improving ad quality. According to Google, optimizing ad performance from "poor" to "excellent" leads to an average of 12% more conversions.

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Why this matters:

AI is no longer just a tool. It is becoming a strategic tool. Successful marketers learn to use AI strategically: continuous testing, optimization and adjustment becomes a must.

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Tip from TMC Media: Adjust your SEA strategy and continuously monitor your performance via automatic recommendations in Google Ads.

2. AI Overviews dominate search results in hospitality and entertainment

Google's core update (March 2025) caused an explosion in AI Overviews - with a 528% increase in the entertainment sector. Search results now more often contain AI summaries that appear at the top of the screen.

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What does this mean for content marketing?

For industries such as hospitality, travel and media, optimizing content for AI Overviews has become crucial. Think question-and-answer structures, structured data and focus on semantic search intent.

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Content Advice: Use clear headings, answer specific questions and structure your text with bullet points and schema markup.‍

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3. Multimodal AI ads: text, image and emotion

Multimodal AI combines text, image, video and audio to create ads that respond to emotions, behaviors and cultural preferences. One example: persona-based targeting based on retrieval-augmented generation.

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What can you do with it?

Advertisers are now creating hyper-personalized campaigns that truly resonate with the target audience. The impact? Higher engagement, lower bounce rates and higher ROI.

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Inspiration: Consider dynamic video ads that automatically respond to demographics or weather conditions.

Conclusion

The digital marketing world is changing rapidly. AI is playing a central role in it - from ad planning to content creation. Do you want to stay relevant as a brand? Then now is the time to invest in AI-driven marketing.

What can TMC Media do for your business

With our knowledge of SEO, AI and online marketing, we help your business grow. We combine technology with strategy to achieve your goals.

Want to know how AI can make your marketing more effective? Contact us and find out what we can do for you.

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