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Category: News

Unleashing AI in Google Search Console for Dynamic Reporting

Imagine being able to simply type what data you want in a report, and, voilà, Google creates it for you on the spot. That’s exactly what’s happening with Google’s new experimental feature in Search Console!

Recently, I learned about Google’s exciting “AI-powered configuration” update within the Search Console Performance report. This experimental feature allows you to request a specific report, and Google will instantly configure it for you. Not everyone can access it just yet, but it’s definitely something to keep an eye on.

I immediately thought of the AI-powered advisors Google offers for Ads and Analytics. Now, similar technology is being harnessed for Search Console. According to Google, this AI-powered configuration lets you describe the analysis you want in everyday language. Your description is then transformed into appropriate filters and settings, configuring the report instantly!

Curious about how it looks? There’s a GIF demonstration that perfectly showcases how it generates reports based on your questions, making the process seem almost magical.

The cool part is that this feature streamlines your analysis by handling several key elements. First, it automatically selects metrics like Clicks, Impressions, Average CTR, and Average Position based on your query.

It also applies filters to narrow down data by different factors such as query, page, country, device, search appearance, or date range. Additionally, you can set up complex comparisons without having to fiddle with manual setup.

Although the rollout is currently slow, Google plans to expand this feature over time. But, being early days, the feature does have some limitations. It’s solely meant for configuration tasks and doesn’t perform actions like sorting tables or exporting data.

The feature currently only supports the Performance report for Search results and isn’t available for Discover or News reports. Also, since the AI might occasionally misinterpret requests, I recommend reviewing the suggested filters to make sure they align with your needs before diving into data analysis.

Honestly, I’m excited about this tool because it could potentially unveil insights in reports that were otherwise challenging to discover using standard filters. While most of us still need to wait for this feature to be accessible, it’s worth a try once available to explore new data insights.

If you’re looking for more information, head over to the Google help documentation. There’s plenty to learn and get familiar with!

Inspired by this post on Search Engine Land.

December 4, 2025
Explore AI Mode in Google Discover’s Latest Update
As I dive into articles on Google Discover, I’ve noticed Google encouraging the use of AI Mode. This isn’t just specific to articles on Discover; it applies to any webpage I’m viewing through the Google Android app.

I’ve observed that Google is integrating AI Mode features into Google Discover. These features allow me to summarize, ask follow-up questions, and explore more deeply into topics once I’ve started reading a story. It’s intriguing to see how Google is keen on directing users into this AI-driven environment.

Specifically, I’ve learned that this isn’t limited just to Google Discover. It’s also available on the Google App for Android, offering AI Mode options for any page I visit.

How it works. Once I click into an article from the Discover feed, there’s a menu with options after tapping the three dots at the top right corner. These include:
- Summarize with AI Mode
- Ask a follow-up with AI Mode
- Dive deeper with AI Mode
Damien (adell) shared a video on X showcasing these features in action. Here’s a screenshot from the video, along with the embedded video itself:

AI Mode in Google Discover/Google App offers three options when visiting a URL via the Discover feed with Chrome.

1 – “Summary with AI Mode”
2 – “Ask for a follow-up with AI Mode”
3 – “Dive deeper with AI Mode”@gaganghotra_ @rustybrick pic.twitter.com/JG0SRACr1P
— Damien (andell) (@AndellDam) November 30, 2025

Why we care. It’s clear that Google is determined to steer users towards Google Discover. It does so by leading them from various entry points like Google Search, AI Overviews, and more. After I’ve been directed to a site, Google then enables me to utilize AI Mode to access a sophisticated, AI-enhanced version of the article.

Inspired by this post on Search Engine Land.
December 4, 2025
Discover Google’s 2025 Trending Searches: Unveiling Emerging Opportunities
As I dive into Google’s 2025 Year in Search list, I’m reminded it’s not just a summary of top queries, but a glimpse into fast-emerging topics. This focus tells us so much about the dynamic nature of Google Search and its evolution over the years.

Why this matters to me. Google’s emphasis on rapidly rising queries highlights the growing importance of staying updated. It’s evident that the future of AI search and SEO lies in spotting new trends. Staying ahead means targeting these emerging opportunities before they become mainstream, even if it’s something my current tools can’t detect yet.

What piqued my interest. Here’s a look at the top 10 trending Google Search queries in the U.S. for 2025:
1. Charlie Kirk
2. KPop Demon Hunters
3. Labubu
4. iPhone 17
5. One Big Beautiful Bill Act
6. Zohran Mamdani
7. DeepSeek
8. Government shutdown
9. FIFA Club World Cup
10. Tariffs
On a global scale, these were the top trending searches:
1. Gemini
2. India vs England
3. Charlie Kirk
4. Club World Cup
5. India vs Australia
6. DeepSeek
7. Asia Cup
8. Iran
9. iPhone 17
10. Pakistan and India
Exploring trends. I noticed some intriguing trends categorized by region. If only one name appears, it holds the top spot globally and in the U.S.
- News: Charlie Kirk assassination / One Big Beautiful Bill Act
- Passings: Charlie Kirk
- Actors: Mikey Madison / Pedro Pascal
- People: d4vd / Zohran Mamdani
- Athletes: Terence Crawford / Shedeur Sanders
- Games: Arc Raiders / Clair Obscur: Expedition 33
- Lyrics: Dtmf – Bad Bunny / Wood – Taylor Swift
- Movies: Anora / KPop Demon Hunters
- Sports teams: Paris Saint-Germain F.C. / Seattle Mariners
- TV shows: Monster: The Ed Gein Story / The Hunting Wives
- Hum to search: Golden – HUNTR/X
- Podcasts: The Charlie Kirk Show / New Heights
- Google Maps – Bookstores: Livraria Lello, Porto District, Portugal / Powell’s City of Books
- Google Maps – Transit station: Kyoto Station, Kyoto, Japan / Grand Central Terminal
More U.S. trends caught my eye. Google highlighted some additional trends exclusive to the U.S.:
- Trends: AI action figure
- Viral dishes: Hot honey cottage cheese sweet potato beef bowl
- Travel itinerary: Boston
- Why do kids say: 67
The takeaway for me. To thrive, I need to capitalize on emerging queries before they reach their peak. By identifying trends early, I can create content that captures attention when competition is minimal. While evergreen content holds its value, the largest gains come from fresh, unexplored opportunities.

Inspired by this post on Search Engine Land.
December 4, 2025
AI Max: Navigating the Challenges with Match-Type Precision
I recently dived into how Google’s new AI Max setting is changing the game for search term matching and reporting. It’s like an adventure where advertisers find themselves facing challenges in maintaining precise keyword control.
Why AI Max Might Not Be Ideal It’s important to note that AI Max isn’t necessarily negative. However, if broad match has underperformed in your past account history, or if your budget already limits top exact or phrase match keywords, then AI Max might require a second thought.
If you dislike text customization or Final URL expansion, which are inherent features of AI Max, you might want to reconsider.
You can maintain control by adding broad match keywords manually if they suit your objectives.
Understanding AI Max and Your Keywords From the Adalysis test, I learned that even when your campaigns lack a broad match version, AI Max behaves as if it includes one, distributing impressions and clicks to your existing keywords. This can obscure match-type reporting, crediting AI Max for traffic already earned by exact and phrase match terms.
To achieve clearer reporting, I recommend adding broad match versions of core keywords.
Trouble with Search-Term Reporting By checking search terms under AI Max, I’ve observed issues like brand terms matching non-brand queries and vice versa. Even with brand filters, misspellings and variants might sneak in. Strong negative keywords remain a vital defense line.
AI Max Isn’t Always Unearthing New Searches More often, AI Max is merely claiming credit for existing queries and can override Google’s usual matching hierarchy, misallocating impressions to less relevant ad groups.
This could partly explain why its metrics seem inflated.
The Mystery Bucket I’ve found that AI Max sometimes generates search terms not aligned with any current keyword or past searches. This might relate to Google’s keywordless technology, although confirmation is pending.
Adalysis advises de-duplicating search terms across match types to pinpoint real performance enhancements.
Decoding Google’s Priority Order Though Google asserts that exact matches should take precedence when search terms are identical, our tests sometimes revealed AI Max taking over. This inconsistency necessitates adding exact matches for even minor spelling variations to protect valued search queries.
Why It Matters This journey with AI Max highlights how it can blur match types and reporting clarity. This murkiness makes it difficult to discern the true drivers of results, hindering budget optimization and protection of brand traffic.
Final Thoughts The Adalysis test strongly suggests that while AI Max offers campaign scaling opportunities, its structure can deceive with inflated metrics by reallocating impressions from original match types.
If you’re using AI Max or planning to test it, ensure to include broad match versions, differentiate traffic with strong negatives, and keep exact match for your key queries while watching for mixed search terms. Managing search terms is as crucial now as it has always been to align your spending with high-performing searches.
Explore Further For more insights on AI Max, check these valuable reads:
Inspired by this post on Search Engine Land.
December 3, 2025
Boost Purchase Intent with Meta’s Native Reels Ads
I’ve discovered that Meta’s recent research highlights the potential of native Reels ads to significantly enhance purchase intent and brand interest. This insight could be a game-changer for advertisers looking to harness the power of Reels.
Reels have rapidly become a favorite format for entertainment, education, and discovery. What I’ve learned from Meta is that advertisers must prioritize native creative content—forget about recycling old assets. Embrace 9:16 framing, platform-first audio, and swift storytelling aimed at capturing attention in a swipe-driven world.
Brand advertiser insights from Meta’s data:
- Show your brand early: Introducing branding in the first 5 seconds can make ads 1.7 times more effective in achieving top purchase-intent rankings.
- Use dynamic branding: Featuring your brand multiple times within the ad boosts top-tier purchase intent by 1.8 times.
- Combine speech + music: This combination doubles the chance of landing in the top 20% for brand interest.
- Say it visually and audibly: Dual-channel messaging can increase brand interest by 1.8 times.
- Keep it relatable: Incorporating everyday “slice of life” moments enhances purchase intent by 1.5 times.
Direct response advertiser takeaways:
- Product > everything: Presenting the product multiple times can boost purchase intent by 2.7 times.
- Brand lightly: Keeping branding to less than 25% of the ad’s duration drives a 4.8 times increase in purchase intent.
- Add context: Highlighting USPs, features, and benefit-driven messaging raises purchase intent by a staggering 5.3 times.
- Always include a CTA: Both visual and audio CTAs have the potential to lift purchase intent by 1.9 times.
- Pair speech + music: This high-impact strategy makes it 2.1 times more likely to achieve top rankings.
- Use native elements: Emojis play a significant role in helping direct response creatives rank 2.5 times higher.
- Open with a hook: Audio-visual hooks can improve purchase intent by 1.5 times.
Why I care. Reels are not just a current trend; they’re fundamentally shaping the way we approach short-form storytelling. With more than half of Instagram users spending their time on Reels, and video consumption up over 30% annually, the importance of native content is undeniable. Meta’s research makes it clear that success on Reels demands creative strategies that are tailored specifically for the platform. Early and strong branding, multiple product showings, a blend of audio and speech, relatable content, and clear CTAs are all crucial for maximizing results.
The lesson here is straightforward: ads crafted with Reels in mind, rather than repurposed from other formats, achieve the best results. Structured testing and continuously evolving creative approaches are essential for anyone aiming to capture the Reels audience effectively.
Meta’s bottom line. Reels aren’t fading away; they’re integral to the advertising landscape, with effective ads looking and behaving like native Reels content. The more seamlessly integrated the creative, the better the outcome.
What’s next. Meta recommends that advertisers develop a robust “test and learn” program, focusing on elements like incrementality measurement and A/B testing. The objective is to discern which combination of format, messaging, and creative content drives the most significant impact for their offerings. The guiding principle is to iterate quickly, validate what’s effective, and refine approaches tirelessly.
The takeaway. Successful brands on Reels are not just crafting short clips; they are designing specifically for the medium. Meta’s new data provides a roadmap, but it’s up to advertisers to test, learn, and continually adapt their creative strategies to fully realize the advantages available.

Inspired by this post on Search Engine Land.
December 3, 2025
Discover How Google AI Mode Drives 69% of Transactional Clicks
I’ve explored recent UX testing that reveals Google AI Mode doesn’t eliminate high-value clicks. Users still visit websites when choosing services like doctors and dentists.

In the SEO world, there’s a prevailing belief: Google’s AI Mode fails to drive traffic. The worry is that if it becomes the default search tool, websites might miss out on crucial clicks.

However, there’s a catch—most studies highlighting traffic loss focus on informational queries.

Imagine someone curious about the appearance of basal cell carcinoma; AI might indeed reduce those clicks.

But what about when someone needs to book an appointment with a dermatologist?

No studies had ventured into this territory yet, so I took the initiative.

I conducted the first UX study focusing on transactional intent within AI mode, observing 52 participants across the U.S. and Canada over nearly 22 hours as they searched for high-commitment services.

Here’s what I uncovered.

1. 69% of AI Mode Users Visited a Website

During transactional searches, such as finding a dentist or dermatologist, 69% of sessions in AI Mode led to a website visit.

Through our study, only 27% felt “ready to make a decision” solely from the AI summary, with 4% checking traditional Google Search and social media for more info.

Users rely on AI Mode to form a consideration set rather than to follow its directive blindly.

2. Being Ranked #1 Isn’t the Ultimate Win

For decades, holding the top SEO spot was like hitting the jackpot.

AI Mode has redefined this dynamic: in our study, 89% of users clicked on multiple businesses.

Users aren’t looking for just one suggestion; they want a selection to consider. On average, participants checked 3.7 results per session, and only 10% looked at just one business.

This shift is enormous.

You no longer need to expend all efforts to be at the top but rather aim to secure a spot within the top three to five results. Clicking the competitors is common, too.

3. 16% of Users Trust Above-the-Fold Content

It’s often assumed users don’t scroll.

This isn’t true for AI Mode users. 84% of participants scrolled down to explore options.

Because AI results are seen more as curated lists, users are keen to browse and find the best fit.

4. Reviews Outweigh Photos in Influence

Only 21% of users looked at photos in Google Business Profiles, even for services like Botox, which saw a slight increase to 24%.

What’s the main draw for clicks? Social proof.

74% of users read reviews before deciding, emphasizing the weight of textual information over visuals.

The Verdict: AI Mode Won’t Take All Your Traffic

Crucially, AI Mode won’t strip you of your most valuable traffic: those ready to invest in your services.

With AI Mode, it’s essential to reframe how we view SEO goals:
- Old goal: Rank #1 or risk being overlooked.
- New goal: Aim for the top 5 and secure the click with strong social proof (via reviews).
If your business depends on ‘how-to’ traffic, there might be cause for concern.

However, if you’re a local business leveraging local SEO, remain calm.

The study: 69% of Transactional Searches in AI Mode Drive Traffic

Inspired by this post on Search Engine Land.
December 3, 2025
Unlocking AI Mode: Google Search’s New Upload Feature

Lately, I’ve noticed an intriguing change on the Google homepage. You can now upload a file or an image directly into the search bar, and it thrusts you straight into AI Mode. It’s a fascinating shift from the usual image search results via Google Lens.

This development steers us away from traditional search experiences towards a more captivating AI-driven interaction. When you upload an item, you’re directly immersed in AI Mode rather than sifting through Google Search with mere image results.

What it looks like. Check out a brief video I created to illustrate the flow of using this feature:

More AI Mode. Google is clearly nudging us towards their AI Mode innovations. They’ve even started integrating AI Mode within the Chrome omnibox, and the tab is always strategically placed on the left. It feels inevitable that AI Mode might soon become the default Google search interface.

In the past, we speculated about Google’s transition to fully adopting AI Mode as the default experience. Although Google dismissed these claims initially, current trends suggest they’re moving in that direction.

Why we care. As users, adjusting to AI Mode is crucial for setting the right expectations. AI Mode offers a distinct experience compared to traditional search results, potentially impacting how frequently users click on search outcomes.

It’s essential to assess how well you’re positioned within AI Mode and prepare for its different interaction style compared to customary Google Search.

Inspired by this post on Search Engine Land.

December 3, 2025
Unlocking Black Friday 2025: Costs Rise but Engagement Thrives

I found Black Friday 2025 to be a puzzling experience. Although advertising costs went up, impressions decreased. Yet, clicks and engagement didn’t falter, which feels like both a challenge and an opportunity.

Here’s what I’ve gathered from the data so far:

I’ve been analyzing data from over 5,000 e-commerce and 16,000 lead generation advertisers who were active this year and last. While we’re still waiting on final numbers for conversion value and ROAS, the early insights are telling.

The insights:

Visibility Costs Increased Significantly.

It’s clear to me that spending rose by about 17% for both e-commerce and lead generation, even as impressions saw a reduction. Essentially, advertisers like us are paying more to reach a similar audience.

Engagement Metrics Held Strong.

Despite the rise in costs, clicks and CTR improved across various sectors. Lead generation, in particular, enjoyed lower CPCs and an uptick in clicks, showing that people are still actively responding to ads.

Implications for the Future:

Expect High Costs Ahead. Given the heightened competition during Black Friday, I anticipate this trend of higher costs per reach to continue into Q1 2026.

Clicks Are Not the Final Goal. The real challenge now lies in what happens after the click. Returns, conversions, and overall efficiency will be crucial, rather than just focusing on traffic volume.

Enhance Post-Click Strategy. I believe that improving landing pages, offers, checkout processes, and lead follow-up mechanisms will be key in turning clicks into conversions.

Here’s Why This Matters: Black Friday 2025 indicates that while getting attention is still feasible, turning that attention into results demands enhanced strategies post-click. The cost of ignoring these shifts is high – you might spend more while yielding lower returns.

Bottom Line: Staying visible during Black Friday 2025 came with a higher price, but engagement remains robust. The task ahead is not just driving traffic, but converting that traffic efficiently into results.

Dig Deeper: Explore the Black Friday year on year PPC performance snapshot for more insights.

Inspired by this post on Search Engine Land.

December 2, 2025
Unlock Lifecycle Success with Google’s New Audience Tools
I’ve been exploring the latest updates from Google, and it seems they’ve taken a big step into lifecycle marketing by allowing advertisers, like you and me, to directly target high-value and lapsed customers through Google Analytics.

Recently, Google has expanded its customer lifecycle capabilities in Analytics by launching fresh audience templates and dynamic remarketing features, aimed at making high-value targeting and re-engagement much simpler for us advertisers.

Driving the news. Google’s introducing two new suggested audience templates to help us easily create lifecycle segments:
- High-Value Purchasers — This is based on purchase count or lifetime value, with a new LTV percentile field to single out our top-tier customers.
- Disengaged Purchasers — These are classified by days since their last purchase, offering a built-in method for brands to re-engage lapsed buyers.
Google crafted these templates to seamlessly integrate with Google Ads’ lifecycle goals, including high-value customer acquisition and re-engagement strategies.

Google’s next move: dynamic remarketing inside GA. Another exciting addition is that Google is embedding display dynamic remarketing directly in Analytics. This means we can show product-based personalized ads to past site visitors without needing to craft remarketing setups externally.

By utilizing Google’s recommended eCommerce event collection, Analytics will automatically share dynamic remarketing data with linked Google Ads accounts, provided personalized advertising is enabled.

Why we care. Google’s enhancements make it far easier to focus on the customers who truly matter — the high-value buyers and those who’ve lapsed. These fresh templates and dynamic remarketing tools pave the way for faster and smarter customer acquisition, retention, and repeat purchases directly from Google Analytics.

These advancements reduce the manual work involved, offering us more precise lifecycle targeting, translating into better performance and more profitable campaigns.

The big picture. Google is shaping its ecosystem by empowering advertisers with more automated methods to identify, activate, and re-engage customers, all supported by audience intelligence within Google Analytics.

The bottom line. Google is intensifying its commitment to lifecycle marketing by transforming Google Analytics into an even more robust audience engine for Google Ads.

Inspired by this post on Search Engine Land.
December 2, 2025
ChatGPT Outage: How Users Are Affected and What to Expect

Today, I noticed that ChatGPT, the popular AI service from OpenAI, was unresponsive for many of us trying to interact with it. Attempts to ask questions yielded no results, leaving many in a lurch.

After checking OpenAI’s status page, I found a confirmation of the issue. OpenAI has stated, “We’re currently experiencing issues.”

They further explained, “We have identified that users are experiencing elevated errors for the impacted services. We are working on implementing a mitigation.” This means they’re actively working to resolve the problem.

What it looks like. For many users, attempting to use ChatGPT results in seeing just a black dot instead of an answer, which is quite frustrating.

Offline for many. Visiting Downdetector, I saw that thousands of users have reported ChatGPT as offline, indicating a widespread issue.

The issue first surfaced around 2:30 PM ET, and even after 30 minutes, it remains unresolved.

Why we care. Whether I’m using ChatGPT for email, marketing, SEO, or PPC tasks, this outage disrupts the workflow significantly.

I’m confident that OpenAI is making every effort to resolve these issues promptly, and I hope to see it operational soon.

Inspired by this post on Search Engine Land.

December 2, 2025

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