Source: Search Engine Roundtable by barry@rustybrick.com (Barry Schwartz). Read the original article
TL;DR Summary of September 2025 Search Forums Recap: Google Ads, Updates, and Industry Insights
Google Ads introduces new features like location asset search via Google Maps and enhanced campaign filtering checkboxes. The August 2025 Google spam update is still rolling out, impacting search results significantly. Microsoft Advertising clarifies why bids might exceed max CPC limits, while Google experiments with a search mini-game to boost engagement. Industry experts share valuable insights on SEO trends, algorithm impacts, and innovative ranking tactics.
Optimixed’s Overview: Key Developments and Trends in Search Marketing and SEO for September 2025
Google Ads Enhancements Streamline Campaign Management
Google Ads has rolled out practical updates to improve advertiser control and targeting:
- Location Asset Integration: Advertisers can now select up to 10 locations directly from Google Maps when setting location assets for campaigns, facilitating more precise geo-targeting.
- Campaign Filtering: New checkboxes in campaign overviews allow users to easily filter and select multiple campaigns for efficient management.
- AI Max Clarification: Google confirmed that its AI Max bidding strategy is not designed to aggressively target Search Partner Network (SPN) inventory, addressing common advertiser concerns.
Search and Advertising Updates Impact User and Advertiser Experiences
The search ecosystem continues to evolve with notable changes:
- August 2025 Spam Update: Google’s latest spam update is intense and ongoing, urging site owners to monitor their search presence closely.
- Microsoft Advertising CPC Insights: Microsoft clarified why actual bids can exceed max CPC limits, providing transparency around auction dynamics and bid strategy.
- Google Search Mini-Game: A playful new feature rewards users with badges for exploring topics more deeply, encouraging increased search engagement.
SEO Community and Industry Insights
Top SEO experts and search engine representatives shared valuable perspectives:
- SEO Best Practices: Emphasis on understanding data nuances and avoiding alarmism to separate true expertise from speculation.
- Technical SEO Notes: Discussions on link accessibility and its implications for search engine crawling.
- Emerging Ranking Trends: Notable surge in rankings for AI-driven content generators and custom GPT tools, reflecting shifts in search behavior.
Overall, September 2025 demonstrated continued innovation and complexity in search marketing, requiring marketers and SEO professionals to stay informed and agile.
