Strategy & Insights

Google’s new Generative AI Overviews (AIOs) are rapidly changing the search landscape in Australia. They’re influencing which content is seen first, how users navigate results, and what businesses need to do to stay visible. As Google shifts attention towards AI-generated summaries instead of traditional rankings, many brands risk seeing their organic traffic fall. For brands that act early, though, there’s a real opportunity to strengthen their presence by appearing within these new summaries.

Luxury isn’t a click-and-go category. It never has been. Luxury products are curated, coveted, and casually whispered about over champagne, not chased down in a flash sale frenzy. Luxury marketing is built on aspiration, heritage, and emotional value, not just convenience. So why are we still measuring luxury performance with the same blunt-force tools we use to sell dish soap? To understand why standard metrics fall short, it’s important to first understand how differently luxury purchases unfold.

Out with the new, in with the old. Google is reintroducing annotations in Google Analytics 4 (GA4). This returning feature has been rolled out to all GA4 users alongside another update called Anomaly Drivers. 

“These drastic changes from Meta should act as a reminder; if you’re overly reliant on just one advertising channel, your marketing strategy may not be as future-proof as you once thought.” 

As 2024 winds down, we look to the horizon of 2025, a year projected to redefine digital marketing.  To anticipate the trends ahead, we asked our team leads, managers and executives to share their insights on what's next for the industry.  

Black Friday, Cyber Monday, and Boxing Day are fast approaching, and consumers are balancing holiday excitement with tighter budgets. Senior Advisors Evan Dela-Grammaticas and Alex Gavalas offer their perspectives on how today’s economic conditions influence these critical shopping events.

Search engine results pages are constantly evolving, blurring the lines between Paid and Organic results. By adopting an integrated SEO and SEM search strategy, you can achieve greater efficiencies and ultimately improve your overall search performance.

Learn why CPC has risen by 41% and CPM by 64% over the past five years and find out how to adapt your strategies and budgets to these changes.

Learn how to optimise your content for Google’s new AI Overviews. Caitlin Willing shares user-focused strategies to ensure visibility and relevance in search results.

User interactions with ads have changed over the last four years. Our Performance Media Lead explores this change and how it has lead to the rise of programmatic advertising in Australia.

We researched over 200 keyword phrases about Australian brands and discovered what drives AI-generated responses. Dig into our research to learn how you can guarantee brand visibility in Google's AI Overviews.

Prepare for Google's future of search. This guide explores how Australian marketers can adapt to AI-driven search results. Learn about adapting SEO, content creation, and multi-channel strategies for AI Overviews' impact on user behaviour, brand visibility, and ad efficacy.