Google AI Mode, Instagram Insights & Meta Placement Bidding

The pace of change in digital marketing is accelerating. In a single quarter, Instagram has introduced deeper analytics for Reels and carousels, Google has revealed AI-powered ad tools for Search and Shopping and Meta has rolled out advanced creative testing capabilities. These developments are not isolated feature drops. They represent a broader shift toward AI-driven campaign optimisation, real-time creative iteration and richer performance data.

Key Takeaways

• Instagram analytics get sharper: New Reels watch-through rate and carousel save metrics give creators and brands deeper insights to shape content that drives both immediate engagement and long-term value.

• Google AI Mode ads bridge search and AI SEO: By combining AI marketing tools with search intent, advertisers can create real-time and highly relevant ad copy that bridges organic and paid strategies.

• Creative testing and targeting become easier: Demand Gen A/B testing and PMax device targeting make it easier to run experiments and allocate budget more effectively.

• Meta ad tools refine paid social performance: Expanded in-platform creative testing and placement bid optimisation give brands more control over outcomes without campaign rebuilds.

• OpenAI models enable advanced analytics: Running locally and customisable for industry-specific needs, these open-weight models offer a flexible privacy-compliant option for deeper data insights.

• Instagram sharing features boost organic reach: The re-post tool and Friend Map highlight a renewed emphasis on peer-to-peer distribution and localised engagement opportunities.

For marketers, these digital marketing updates signal a new phase where analytics, creative and automation are merging into unified workflows. The winners in this environment will be those who quickly adapt — integrating these tools into strategies that deliver measurable impact across channels.

Instagram adds fresh insights for Reels and carousels

One of the most notable social media marketing updates this quarter comes from Instagram. The app added two key metrics to its analytics dashboard that give marketers a sharper view of how content performs over time:

• Reels watch-through rate: This metric shows the percentage of viewers who watch a Reel from start to finish. It is a more precise indicator of engagement than views alone because it reveals whether the creative is holding attention.
• Carousel saves: This measures how often users save a carousel post. A high save rate indicates long-term relevance, giving marketers a clue about evergreen content potential.

The updated Insights interface offers a cleaner separation between content types. It’s now easier to compare Reels, carousels and single-image posts. New filters for timeframe, post format and audience segment help marketers drill into performance data without relying on third-party tools.

The rollout covers all business and creator accounts globally. These metrics are available in the Instagram app under the Insights tab and in Meta Business Suite, with no ad spend requirement.

The Gurus’ take on what this means for your brand

These new metrics give brands better levers for measuring creative effectiveness. Watch-through rate offers a true quality check for short-form video, while save data reveals the staying power of carousel posts. Instead of focusing solely on reach or likes, marketers can now see which assets drive deep engagement and long-term value.

For brands tracking digital marketing updates, this change provides more actionable data for refining creative strategies. If you have been posting Reels without understanding completion rates, you have been missing a key signal for whether your message lands. For carousels, knowing which posts people save can guide more investment into content that remains useful weeks or months after posting.

Your action plan

Here’s what to do with these new Instagram insights to strengthen your content strategy:

• Prioritise completion rate in Reels strategy: Audit existing Reels to see which formats, lengths, and topics hold attention until the end. Use that data to shape future creative.
• Build carousels for longevity: Focus on educational, how-to, or reference-style posts that encourage saving.
• Segment performance data: Filter metrics by audience segment to understand which demographics engage most deeply with each format.
• Test, refine, repeat: Use these insights to iterate on creative formats monthly, aiming to improve watch-through rates and save counts over time.

Google prepares to launch AI Mode ads for Search and Shopping

Google is preparing to roll out AI Mode for Search and Shopping campaigns, introducing generative AI that creates context-aware ad copy in real time. The feature pulls from inventory feeds, landing pages, and live search queries to produce headlines, descriptions, and ad extensions that better align with user intent.

Currently in closed beta for select advertisers in the United States, United Kingdom, and Australia, AI Mode is expected to expand to additional markets in the third quarter. Early access is limited to large ecommerce brands and agencies with substantial Search and Shopping budgets.

When a user submits a query, AI Mode analyses the search intent and matches it to relevant products or services. It then generates ad variations on the spot, optimising for contextual relevance and projected click-through performance.

For advertisers, this offers:

• Personalisation at scale without manually building creative variations.
• Improved alignment between ad copy and search queries, lifting engagement rates.
• Faster creative testing cycles, enabling more frequent optimisation.

The beta currently has limited creative controls, meaning advertisers cannot yet fully lock or exclude certain wording. Brand safety and compliance filters are still being refined to prevent off-brand messaging.

By bridging search intent and automated ad copy generation, AI Mode functions as both an AI marketing tool and a natural extension of AI SEO. Keyword clusters identified in SEO research can directly inform AI Mode prompts, creating seamless alignment between organic and paid strategies.

The Gurus’ take on what this means for your brand

AI Mode signals a major leap in Google Ads automation, moving beyond bid optimisation into creative generation. For brands with large product catalogues, the ability to match ad copy to a user’s exact search intent in real time could drive significant performance gains.

However, the limited creative control in the beta means this is not a hands-off solution. Brands will need strong guardrails in place for brand tone, compliance, and message accuracy, especially in regulated industries. This is a tool that can amplify results when paired with a well-defined search strategy, but it still needs human oversight to guide it.

Your action plan

Here’s how to prepare for AI marketing tools like AI Mode and position your campaigns for success:

• Audit landing pages and product feeds: Since AI Mode pulls copy from these sources, ensure descriptions, metadata, and product titles are accurate, brand-safe and optimised for conversion.
• Define brand language rules: Create a style guide or word bank for AI-generated ads to minimise off-brand outputs once controls become available.
• Align SEO and paid search teams: Share keyword cluster data between teams so organic and paid campaigns reinforce each other.
• Plan for phased testing: Once AI Mode becomes available in your market, start with low-risk campaigns or specific product categories to monitor performance before expanding.

Google Ads launches beta for A/B testing images and videos in Demand Gen campaigns

Google Ads has introduced direct A/B testing for images and videos in Demand Gen campaigns, adding to the growing wave of digital marketing updates that streamline creative optimisation. Marketers can now upload multiple creative versions and compare performance within the same campaign, removing the need for separate test setups or third-party tools.

The beta supports still images, short-form videos and animated assets formatted for YouTube Shorts and Discover placements. Creative specs match existing Demand Gen requirements, so there’s no need to reformat assets for testing.

Previously, testing in Demand Gen campaigns was slow and resource-heavy, often requiring duplicate campaigns to isolate variables. This update shortens the feedback loop. It allows faster iteration, reduces creative testing costs and opens the door for more agile use of AI marketing tools to enhance creative concepts before they are tested.

The Gurus’ take on what this means for your brand

This update streamlines creative optimisation for Demand Gen advertisers. By keeping all test variants in one campaign, brands can make decisions based on cleaner data without the noise of external factors. It also opens the door to more frequent creative refreshes — a critical advantage in high-competition verticals where ad fatigue sets in quickly.

For teams that struggled with resource-heavy testing workflows, this change removes a major bottleneck.

Your action plan

To make the most of in-platform creative testing:

• Start with high-contrast tests: Test noticeably different creative concepts first to identify broad performance patterns.
• Layer in refinements: Once a winning direction emerges, test subtler changes like copy overlays, colour schemes or pacing in videos.
• Review results early and often: Demand Gen campaigns can deliver rapid performance signals. Use the early data to cut underperformers before they burn your budget.
• Build a creative pipeline: Keep new assets in production so there’s always fresh material to feed into upcoming tests.

Google Ads API update: Device targeting and negative keywords for PMax

One of the most practical digital marketing updates for advertisers focused on efficiency comes from Google Ads. Its API update introduces two important features for Performance Max campaigns:

• Device-level targeting: Advertisers can now set bid adjustments for mobile, desktop, and tablet separately, giving more granular control over spend allocation.
• Global negative keyword lists: Centralised keyword exclusions that apply across all campaigns, simplifying brand protection and budget efficiency.

These capabilities may require updates to campaign management scripts and automation workflows to take full advantage of device targeting. With these tools in place, budget allocation can reflect performance differences by device without creating complex campaign splits. For advertisers using AI marketing tools, combining automation with more precise targeting rules can deliver stronger campaign results.

The Gurus’ take on what this means for your brand

This update removes two long-standing friction points in PMax management. The ability to adjust bids by device means brands can finally optimise for where their best conversions happen, instead of relying on Google’s broad automation. Pairing that with centralised negative keywords gives you a stronger safeguard against budget leaks from irrelevant searches. For brands running high-volume campaigns, these can directly improve efficiency and profitability.

Your action plan

Here’s how to turn these new API features into performance gains:

• Analyse historical device performance: Use past data from Search or Display to set informed initial bid adjustments in PMax.
• Create and maintain a master negative keyword list: Include irrelevant queries, competitor terms (if applicable) and low-quality traffic drivers.
• Update automation scripts: Adjust your scripts or API integrations to handle new device targeting parameters.
• Review allocation quarterly: Device trends can shift, so reassess bid adjustments every few months to keep performance aligned with behaviour changes.

Creative testing arrives in Meta Ads Manager

Meta has rolled out a Creative Testing feature that allows multiple ad variations to run within a single ad set, adding to the list of social media marketing updates designed to make optimisation more efficient. The platform automatically allocates budget to higher-performing versions based on early performance data, streamlining decision-making and speeding up the path to finding top-performing creatives.

The feature supports images, videos and text variations across major placements such as Facebook Feed, Instagram Feed, Stories and Reels. It is rolling out globally, with early access prioritised for advertisers using Advantage+ placements.

The Gurus’ take on what this means for your brand

This digital marketing update brings in-platform creative optimisation up to speed with how marketers actually work. Instead of spending time and budget on separate test campaigns, you can now find winners faster while keeping all performance data consolidated. It also lowers the barrier to testing video and image variations, which is crucial in fast-moving ad environments where creative fatigue is common.

The brands that gain the most will be those that continuously feed fresh variations into testing, treating creative optimisation as an ongoing process rather than a one-off task.

Your action plan

To make the most of Creative Testing in Meta Ads Manager:

• Start broad: Test variations that differ significantly in visual style, messaging or format to identify clear performance drivers.
• Refine after the first winner: Once a top performer emerges, create variations with subtle changes in copy, imagery or calls-to-action.
• Use across placements: Monitor whether the same creative wins in all placements or if different formats excel in specific channels like Reels or Stories.
• Keep a pipeline ready: Have new creatives in production so you can rotate in fresh tests before fatigue impacts performance.

OpenAI releases two reasoning models for public download

OpenAI has released two open-weight reasoning models for public download, designed for step-by-step reasoning tasks. Their structured approach makes them well-suited for data analysis, complex problem solving and pattern recognition across large datasets.

Because they are open-weight, these models can be run locally, enabling privacy-compliant analytics on sensitive data. This also allows for custom fine-tuning so they can be adapted to specific industry needs or brand strategies. It’s a significant advantage for teams using AI marketing tools to enhance campaign decision-making.

The Gurus’ take on what this means for your brand

By making reasoning models open-weight, OpenAI has put advanced analytical capabilities directly into the hands of brands without requiring cloud dependency. This means more control, faster processing for sensitive data and the flexibility to adapt models to highly specific marketing objectives.

The biggest opportunity lies in bridging analytics and optimisation. This involves turning campaign data into actionable insights without waiting on external platforms, and enhancing workflows like AI SEO keyword clustering or audience segmentation.

Your action plan

You can use these models to:

• Run campaign analysis in-house: Use the models to process large datasets quickly, identifying trends, correlations and underperforming segments without relying on third-party tools.
• Build predictive testing frameworks: Forecast likely creative or targeting winners before committing budget, reducing the cost of trial and error.
• Cluster search terms by intent: Group keywords into meaningful categories to refine SEO targeting and create content that matches user intent more accurately.

New Meta Ads feature: bid optimisation by placement value

Meta, in another digital marketing update, now allows advertisers to apply bid multipliers based on the performance value of individual placements. This feature works across Facebook Feed, Instagram Feed, Stories, Reels and Audience Network.

The Gurus’ take on what this means for your brand

Placement-level bidding has long been a missing link in Meta Ads optimisation. This digital marketing update gives advertisers more control over where their budget goes, so they can concentrate their spend on placements that consistently deliver the best return.

It also allows for a more agile approach to scaling. You can adjust bids for emerging high-performing placements without pausing or rebuilding campaigns, keeping momentum while improving efficiency.

Your action plan

Consider these steps to make the most of placement bid optimisation:

• Audit placement performance data: Identify which placements have historically delivered the strongest ROI, factoring in both cost and conversion quality.
• Set bid multipliers strategically: Increase bids for top-performing placements while lowering or pausing spend on those with weaker performance.
• Monitor shifts in performance: Placement trends can change quickly, so schedule regular reviews to adjust multipliers based on the latest data.

Google Business Profile post tool gets a refresh

Google has redesigned its Business Profile post creation tool, introducing a centralised posting hub with category filters for updates, offers and events. The refreshed interface speeds up posting for multi-location businesses and improves categorisation for better visibility in local search results. It’s one of the more practical digital marketing updates for local visibility.

The Gurus’ take on what this means for your brand

This update makes it easier for businesses to maintain an active presence in local search without spending extra time navigating a clunky posting process. The new hub and categorisation tools also mean posts are more likely to be seen by the right audience, since content is better aligned with how users browse Business Profiles.

For brands managing multiple locations, the speed gains can translate into more consistent posting, a factor that supports both visibility and user engagement. Combined with AI SEO tactics, such as analysing search trends to guide post topics, this tool can help brands secure more prominent placement in local search results.

Your action plan

Maximise the benefits of the updated posting tool with these steps:

• Set a consistent posting schedule: Aim for at least one post per week to keep your Business Profile fresh and signal activity to Google’s ranking algorithms.
• Use post categories strategically: Match updates, offers, and events to the correct category to improve relevance and click-through rates.
• Plan content in advance: Build a monthly content calendar for each location so you can take full advantage of the faster publishing workflow.

The bigger picture: AI-driven marketing is hitting a tipping point

The latest digital marketing updates from Instagram, Google, and Meta show a clear convergence. Analytics are becoming more granular, creative testing is moving in-platform, and AI is taking over repetitive creative and optimisation tasks. For marketers, this is both an opportunity and a challenge.

The opportunity lies in efficiency. Less time spent on manual testing and reporting, more time for strategy. The challenge is keeping pace with the constant evolution of AI marketing tools and ensuring they are applied in ways that actually move key metrics.

Integrate these updates into your digital marketing strategy with OMG

High-quality marketing now depends on more than creative ideas. It requires a systematic approach to testing, optimisation and integration of new features as they launch. At Online Marketing Gurus, we map platform changes directly to your funnel. We make sure every update, from social media marketing updates to AI SEO breakthroughs, is applied where it will deliver the most value.

We help brands:

• Build AI-assisted creative testing workflows.
• Integrate advanced analytics from Instagram and Meta into campaign strategy.
• Use Google’s AI-powered ads to bridge the gap between search intent and ad messaging.
• Apply AI SEO models for faster, smarter keyword targeting.

If you are ready to bring these platform advancements into your marketing operations, talk to us. We will design a strategy that uses these tools to deliver results that matter.

About the Author

Andrew Raso

Andrew Raso, Co-founder and Global CEO of Online Marketing Gurus, has been instrumental in transforming the agency from a start-up into a $15 million global powerhouse. Since co-founding OMG in 2012 with colleague Mez Homayunfard, Andrew has leveraged his deep expertise in SEO and digital marketing to drive OMG’s expansion across Australia, the US, and Singapore.