July 2025 Digital Marketing Round-Up: What Changed & What It Means for Your Brand
As we move into the final stretch of summer, July 2025 brought some significant updates across the digital marketing landscape. From shifts in AI content policies to new tools from Meta and Google, here’s your essential round-up of what changed, and how your business can stay ahead.
1. Google SGE Gets Smarter And More Commercial
Google’s Search Generative Experience (SGE) saw a major algorithm update this month, prioritising transactional and commercial intent in its AI-generated snippets. Users now see more direct product suggestions and calls to action in response to queries like “best yoga mat” or “top copywriting tools.”
💡 What it means for you:
SEO isn’t just about keywords anymore – it’s about intent and content structure. Businesses must focus on structured, high-quality content that aligns with user intent and includes clear value propositions.
2. Meta Launches AI-Powered Audience Modelling for Ads
Meta (Facebook & Instagram) rolled out Predictive Audience Clusters, a feature using AI to model lookalike audiences with greater precision. It leverages behavioural and engagement data to predict future buyers more accurately.
💡 What it means for you:
You can now run more efficient ad campaigns with less waste, even with limited first-party data. This is a big win for smaller businesses struggling with post-cookie targeting.
3. TikTok Expands Search Ads & Integrates with Google Analytics 5
TikTok’s beta test of Search Ads has officially rolled out globally. Brands can now target users based on what they’re actively searching for – like “budget skincare” or “home workout gear.” And good news: integration with Google Analytics became smoother in July.
💡 What it means for you:
TikTok is no longer just about trending audio. If you’re running performance-driven campaigns, you can now track ROI more effectively and capitalise on active intent.
4. AI-Generated Content Gets New Guidelines
Both Google and OpenAI released updated guidance on AI-generated content in July. The focus? Transparency and originality. AI content is no longer penalised if it’s clearly labelled and offers genuine value – not just regurgitated SEO filler.
💡 What it means for you:
Use AI tools (like ChatGPT or Jasper) to enhance, not replace, your content strategy. Pair AI with real human insight and brand voice to stand out and always label AI-generated posts in sensitive industries like health or finance.
5. LinkedIn Revamps Creator Tools for B2B Brands
LinkedIn introduced new features to help B2B creators and company pages build deeper engagement. This includes LinkedIn Newsletters 2.0, interactive polls in articles, and more support for short-form video content.
💡 What it means for you:
If you’re in the B2B space, it’s time to double down on thought leadership. LinkedIn’s changes make it easier than ever to build a loyal audience and convert them organically.
Final Thoughts
July 2025 proved one thing: the digital marketing world isn’t slowing down. Whether it’s new ad formats, AI innovations, or evolving search behaviours, marketers must stay agile and informed.
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