Google Ads
Jan 23, 2025
New controls and reporting improvements are coming to Performance Max.
In 2024, we launched a suite of powerful Performance Max features centered around improving controls and reporting capabilities. Performance Max gives you the full power of Google's channels and AI, all in one campaign to maximize your performance. In 2025, we’ll continue growing Performance Max in several key areas to help you improve results and gain more transparency into what’s driving performance. Start the year strong with these new features:
Last year at DMEXCO, we introduced the beta for campaign-level negative keywords, which allow you to exclude specific queries you don’t want to show ads on for brand suitability or other reasons. This much-requested feature is now rolling out to all advertisers in the next few weeks.
You can also improve how you use Performance Max to prioritize winning new customers using new customer acquisition goals. Last year, we introduced a beta for high value new customer mode, which is now rolling out to all advertisers. With this new feature, you can specify your high-value customers and the long-term value they represent through Customer Match. Google AI will use your data to predict which new users are likely to maximize lifetime value for your business and bid more for them. Reporting is also available at the campaign-level so you can see how many new customers your campaign is driving, and how many were high value new customers.
For retail advertisers with product feeds, you’ll soon get better control over how brand exclusions work across different ad formats. Previously, brand exclusions applied to both Search and Shopping ads. You’ll now be able to apply brand exclusions to just Search text ads, while keeping branded traffic for Shopping ads. This can be especially useful if you value showing Shopping ads for brand terms, but may want to manage Search text ads for brand terms in a different campaign.
“URL contains” rules, which are available in standard Performance Max campaigns, will be expanding to Performance Max campaigns with product feeds as well. You can use “URL contains” rules to target traffic based on specific page categories on your website. For instance, if you’re an athletic apparel store, you can target your campaign specifically to all pages on your site that have “shoes” in the URL.
And two exciting new betas are coming soon to Performance Max campaigns. First, a beta for age-based demographic exclusions will allow you to exclude age brackets, such as “18-24” or “65+”. Next, with our Devices beta, you can customize targeting to computer, mobile or tablet traffic. If you’re interested in either betas, reach out to your Google Ads account team or Google Ads support to sign up.
Richer and more detailed reporting is also landing in Performance Max this month. Previously, we introduced search themes in beta. Search themes let you indicate queries that you know your customers are using to look for you and are additive to the queries and placements Performance Max predicts will perform well based on your assets, feeds and landing pages. Thanks to your feedback, we’re now officially launching search themes with some major improvements. You’ll be able to use search terms insights to see whether queries are coming from Performance Max’s keywordless targeting or from the search themes you’ve added.
Use the new source column in search terms insights to see where your queries are coming from
You’ll also find an indicator next to your search themes that tells you how “useful” your search themes are. These new reporting insights will help you understand if the search themes you provided are driving incremental traffic, on top of what Performance Max would find on its own, or whether you’d benefit from updating your search themes.
Check out the search themes usefulness indicator to see if they are helping you improve your reach
Finally, we’re building on enhancements to asset group reporting. The ability to segment your asset group performance is rolling out now in all Performance Max campaigns. You can break down your results more granularly, including seeing conversions by device, time and more. We’ve also heard your feedback on how you want to be able to access and share this data outside of the Google Ads UI. That’s why asset group performance is now downloadable.
Stay tuned in the upcoming months as we continue to add other Performance Max improvements, including more types of controls, reporting and insights. Your feedback is critical in how we shape and implement these features to help you leverage the best of AI in Google Ads, so as always, keep your ideas coming!
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Exclusive Concepts, EK Creative and Go Fish Digital, all Agital companies, now operate under one name with a new look, integrated strategy, and AI-enabled tools built for scale
RALEIGH, NORTH CAROLINA / ACCESS Newswire / July 29, 2025 / Go Fish Digital, a digital marketing agency within the Agital portfolio, announced a new brand identity that brings together three high-performing Agital companies, Go Fish Digital, Exclusive Concepts, and EK Creative, under a single, unified name. Alongside this consolidation, the agency is unveiling an updated visual identity that reflects its evolved positioning: a performance-driven partner built to help modern marketers stay ahead with speed, transparency, and results.
This brand refresh also includes the launch of Barracuda, a proprietary suite of AI-powered marketing tools developed by Go Fish Digital’s in-house experts. Barracuda supports execution across all service areas, technical SEO, paid media, digital PR, content, analytics, and social commerce, giving teams real-time insights and automation that drive superior outcomes. These tools are built by marketers, for marketers, and are already powering growth for clients across many industries.
The brand transformation reflects a strategic journey that began in early 2024. Exclusive Concepts, one of the first eCommerce-focused digital agencies in the U.S., became part of Agital and brought nearly three decades of leadership in paid media and full-funnel planning. EK Creative, also integrated into Agital that year, quickly rose to prominence as one of the first TikTok agency partners, leading in social commerce, affiliate, and live shopping activations. Go Fish Digital, already a respected authority in SEO and content marketing, added its reputation for innovation and digital PR leadership. Now, these three teams operate as one under the Go Fish Digital name, with deeper specialization, broader capabilities and a stronger shared vision.
“This relaunch reflects the powerful expertise we’ve brought together,” said David Dweck, General Manager of Go Fish Digital. “By combining these three results-focused teams, we’ve created a more agile and strategically aligned agency. Clients now get an integrated approach, AI-enhanced execution, and a seamless experience, backed by years of proven results.”
The new identity emphasizes clarity, precision, and partnership. As the industry rapidly evolves, Go Fish Digital equips brands to navigate change confidently with actionable insights, streamlined solutions, and a clear point of view. The updated design system, digital experience, and visual language reinforce the agency’s role as a proactive guide, helping clients see around corners and stay ahead of what’s next.
“This is more than a new look. It’s a clear signal that we’re here to lead, with stronger tools, seamless execution, and a relentless focus on performance,” said Jamie Farrell, Chief Marketing Officer at Agital.
The launch of Barracuda further strengthens that promise. Designed to streamline execution and unlock scale, Barracuda gives teams the ability to test, adapt, and optimize faster than ever.
“Barracuda was purpose-built to solve real marketing challenges,” said Dan Hinckley, Chief Product Officer and Co-Founder of Go Fish Digital. “It pairs our exceptional talent with intelligent automation, allowing clients to move quickly and compete confidently.”
The new Go Fish Digital identity is now live across all digital platforms and client channels. It represents a modern performance agency built for the pace and complexity of today’s digital landscape.
To explore the new identity and learn how Go Fish Digital helps brands outsmart, outplay, and outperform, visit www.gofishdigital.com.
Contact Information
Jamie Farrell
Chief Marketing Officer
jamie.farrell@agital.com
SOURCE: Go Fish Digital
View the original press release on ACCESS Newswire
The post Go Fish Digital Unveils Unified Brand Identity and Barracuda AI Suite to Power Next-Gen Performance Marketing appeared first on DA80 Hub.
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Navigating the AI-Driven Search Landscape: New SEO Strategies for Hotels – By Trish Leighton – Image Credit Vizergy   

The world of search is evolving, and fast. As Vizergy’s Senior Manager of Search, over the past year I’ve seen significant shifts in Search Engine Results Pages (SERPs), largely driven by the integration of Artificial Intelligence. For hotels, understanding and adapting to these changes isn’t just an option – it’s essential for maintaining visibility and driving direct bookings.
My team of highly skilled SEO pros has been working diligently to crack the code on these changes and find the best ways to move the needle in the AI space. We’ve been testing some tactics and have seen some significant results so far with a few of our strategies. The drastic changes we’ve seen over the last year can be overwhelming, but we’re here to help you understand and create an action plan moving forward. 
The New Face of the Search Engine Results Page (SERP) 
Historically, we’ve seen the same key elements in the Search Engine Results Page (SERP): ads placed at the top, a map or local listings beneath, and organic results taking up the rest of the page. A knowledge graph or Google Business Profile (GBP) for branded searches is on the right and pagination on the bottom.
Now you’ll find a richer, more complex landscape with significantly less space for traditional organic results. We’re seeing more map packs, carousel ads, “People Also Ask” sections, and crucially, new “More hotels” sections featuring additional metasearch ads. Organic listings are often pushed further down the page, often below the fold, requiring users to scroll extensively.
Take this search for hotels near a landmark in San Antonio, for example:

We’re only seeing a handful organic search results, which is a substantial reduction in the number of organic results we’ve been shown in the past. Google has also removed the pagination and changed the experience to a continuous scroll in many searches.
But this isn’t anything new – Google changes this landscape frequently aiming to deliver a rich set of search results. Therefore, we must focus efforts on ways to get visibility within these facets of the landscape since ads and features dominate SERPs far more than organic results.
What is Google’s AI Overview? The most prominent new player in Google search is the AI Overview. Depending on the query, this AI-generated summary can appear at the top of the SERPs for a significant percentage of searches. The AI Overview is comprised of a variety of sources including hotel and attraction websites as well as online publications and other travel-related or relevant websites. The existence of the AI overview has already shown to lead to a reduction in website clicks since its intelligent and well-developed answers tend to answer the query right there in the results instead of requiring further action. However, we don’t anticipate to see a huge shift in click-through-rate for lower funnel travel searches since the user would still need to take some action to complete a purchase in the end.  From Keywords to Conversations: Shifting Search Behavior
The rise of AI in search means a fundamental shift in how users search and, consequently, how we should optimize. While traditional keyword research still has its place, the emphasis is now on understanding and answering conversational, intent-based queries. People are asking longer, more detailed questions, expecting AI to provide highly relevant, comprehensive answers. They can also ask follow-up questions to refine their answers.
Instead of just optimizing for “hotels near Disneyland,” think about queries like: “Where can I stay for the Warped Tour in Orlando?” or “I need a family-friendly hotel with a pool near Yosemite.” Your content needs to address these specific problems and provide detailed solutions.
Optimizing for AI: Your New SEO Toolkit I know you’re probably thinking, “Okay, great. How do I get our website to show up in the AI results?”
1. Master Schema Markup
This is the “language” search engines speak. Implementing specific schema for hotels, restaurants, events, and attractions helps search engines (and AI) quickly understand the context and details of your pages. By connecting your hotel to nearby venues or on-site services through schema, you significantly increase your chances of appearing in AI Overviews for relevant queries. This is particularly powerful when your property is genuinely relevant to the search.
For example, the page about your onsite wedding venue can contain hotel markup, event venue markup, and also markup for particular attributes and amenities, like catering services, wedding packages to take advantage of, the onsite restaurant and spa for the rehearsal dinner and bridal party, and so much more. This provides extensive details and context for search engines to match queries related to wedding experiences. 
2. Rethink Your Content Strategy
3. Cultivate Citations
While not always easy to obtain, mentions and links from high-authority industry sources (like travel publications or local tourism boards) can significantly boost your credibility and help you appear in AI-powered results, even if your site isn’t directly sourced.
The Bottom Line The digital landscape is constantly evolving, but by focusing on providing detailed, structured, and accessible content, leveraging powerful schema markup, and understanding user intent, hotels can continue to thrive. It’s about meeting your guests where they are – in the new, conversational world of AI search.

Trish is the Senior Manager, Search Marketing Services at Vizergy Digital Marketing. Connect with Trish on LinkedIn. 
About Vizergy Digital Marketing
For over 25 years, Vizergy has served the hospitality industry with leading marketing technologies and exceptional service for clients worldwide. Vizergy’s platform is easy to use, turnkey, and SMART — continually enhanced to help hotels compete within the market and maximize revenue. By leveraging a data-first approach, hospitality marketing is not only the mission, but Vizergy’s sole focus. Reach out to our team for more information.
 
Click here to join your colleagues and stay up to date on the latest hotel news and trends.
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Can on-page SEO tools replace an SEO expert? Here’s what you need to know  NationalWorld
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