This Week’s Top Stories

This week was packed with major marketing updates. Here’s what you need to know:

ChatGPT launched a web browser. OpenAI released ChatGPT Atlas on October 21, changing how people will search and discover content online. Instead of using Google, people can now browse with AI assistance built right in.

Google is cracking down on fake discounts. Starting October 28 (that’s Monday!), Google will block ads that lie about prices. If you run Google Ads with any promotional pricing, you have this weekend to audit your campaigns.

LinkedIn confirmed video is taking over. Video posts are growing 1.6 times faster than any other format. Plus, LinkedIn added two new metrics—”Saves” and “Sends”—that show real content value beyond likes.

Holiday email season is here. Campaign Monitor released critical guidance this week: if you want your emails to reach customers during the busy holiday season, you need to clean your list NOW.

Let’s break down everything that happened this week and what it means for your marketing.

AI Tools: Big Changes for Marketers

This week, OpenAI made three major announcements that will change how marketers work. Here’s what happened.

1. ChatGPT’s New Browser (Announced October 21)

What it is: ChatGPT Atlas is a new web browser with ChatGPT built directly into it.

What’s available now: Mac users can download it today. Windows and phone versions are coming soon.

Where to learn more: Zero Gravity Marketing

How it works:

Instead of searching Google, clicking links, and reading multiple websites, you can just ask ChatGPT questions while you browse. The AI reads the page you’re on and answers your questions instantly.

Even better: ChatGPT can do things for you. Say “Find me three articles about email marketing” and it will search, open tabs, and show you the results automatically.

Why this matters for your business:

For 20 years, people have used search engines the same way: type a search, click blue links, read websites, repeat. That’s changing now.

People will ask AI questions and get instant answers. They won’t need to click through to your website for basic information. This means:

• Your website needs to be easy for AI to read and understand
• You need to be an expert source that AI tools trust and cite
• Traditional SEO (search engine optimization) is evolving into GEO (generative engine optimization)

The CITE Method for Getting Found by AI:

Here’s how to make sure AI tools find and recommend your content:

C – Clarity: Write clear, direct answers. AI likes content that gets straight to the point.

I – Important Stuff First: Put your best information at the top. AI often reads the beginning of your content first.

T – Topic Expert: Write lots of connected articles about your main topic. AI trusts sources that show deep knowledge.

E – Easy to Understand: Use clear terms and explain things simply. Help AI understand what you’re talking about.

What to do next week:

1. Download ChatGPT Atlas and search for topics you write about. See if your content shows up.
2. Look at your 10 most important web pages. Put the key information in the first paragraph.
3. Start planning a series of articles about your main expertise.

2. Shopping with ChatGPT (Announced October 23)

What it is: You can now shop directly in ChatGPT.

What’s available now: Etsy integration went live this week. Shopify is coming soon.

Where to learn more: Intrepid

How it works:

Instead of searching “blue running shoes” on Google or Amazon, people can have a conversation with ChatGPT about what they need. The AI asks questions and recommends products based on the conversation.

For example: “I need running shoes for a marathon. I have wide feet and a $150 budget.” ChatGPT asks follow-up questions and suggests the perfect shoes.

Why this matters for online stores:

This is a brand new way for customers to find your products. It’s different from Google Shopping or Instagram Shopping because it’s based on conversation, not keywords.

How to write product descriptions for AI:

Old way: “Blue running shoes, size 10, men’s athletic footwear, discount sneakers“

New way: “These running shoes are perfect for marathon training. They have extra cushioning for long distances and come in wide sizes. Great for runners who need support and comfort for 20+ mile runs.“

See the difference? The new way sounds like you’re talking to a friend and answers questions they might ask.

The 5 Rules for AI-Friendly Product Descriptions:

1. Start with the benefit: What problem does this solve?
2. Answer common questions: Who is this for? What makes it special? How does it work?
3. Write naturally: Talk like a human, not a robot.
4. Give context: Explain when someone would use this.
5. Be specific: Include all the details (size, colour, materials, etc.)

What to do next week:

1. Etsy sellers: Rewrite your top 20 product descriptions using the 5 rules above.
2. Shopify sellers: Start preparing now. The integration is coming soon.
3. Everyone: Test how ChatGPT talks about your products. Search for what you sell and see what comes up.

3. Store Your Company Info in ChatGPT (Announced October 24)

What it is: You can now upload your company documents to ChatGPT so your team can search them easily.

What’s available now: Live for all ChatGPT users as of this week.

Where to learn more: The Verge

How it works:

Upload your brand guidelines, past campaigns, research reports, and other important documents to ChatGPT. Then anyone on your team can ask questions like “What are our brand colours?” or “What were our best email subject lines last quarter?“

Why this helps marketing teams:

• Most teams have information scattered everywhere: Google Drive, Dropbox, email, different apps. Finding what you need takes forever.
• Now you can put everything in one place and just ask questions to find it.

What to do next week:

1. Make a list of documents your team uses all the time (brand guidelines, templates, reports).
2. Start uploading your most-used documents to ChatGPT.
3. Create a naming system so files are easy to find.
4. Teach your team how to search using questions.

Google Ads: New Features and Rules

Google had a busy week with helpful new features and strict new rules. Here’s what happened.

5 New Demand Gen Features (Announced October 21)

What it is: Google released its October “Demand Gen Drop” with 5 major new features.

What’s available now: Rolling out to all accounts this week.

Where to learn more: Google Ads Blog

The 5 new features:

1. Find New Customers Better:This feature helps you find people who have never bought from you before. Advertisers using it are getting 11.5% more new customers and spending 3% less to get them.
   • How to use it:You need to have uploaded your customer list to Google Ads first. Then turn on “New Customer Acquisition Goals” in your campaign settings.
     
2. Send App Users to Your App (iPhone): When someone clicks your ad on their iPhone and has your app installed, they’ll go straight to your app instead of your website.
   • How to use it:This needs technical setup. You’ll need to configure “universal links” for iOS.
     
3. Control Your Cost Per Click: You can now set exactly how much you want to pay for each click. This makes it easier to compare performance across different ad platforms.
   • How to use it: Go to your campaign settings and choose “Target CPC” bidding. Set your target based on what you can afford.
     
4. AI Makes Videos for You: Google’s AI can now create videos for your YouTube ads. You just give it images, your logo, and some text.
   • How to use it:Go to your Demand Gen campaign creative tools. Upload images and text, and let the AI create video variations.
     
5. Show Your Products Better: If you sell products online, you can now show them directly in your Demand Gen ads. Advertisers doing this see 20% more sales.
   • How to use it: Connect your product feed from Google Merchant Center to your Demand Gen campaign.

What to do next week:

1. Turn on New Customer Acquisition Goals if you have customer data uploaded.
2. If you have an app, set up the iPhone deep linking.
3. Try Target CPC bidding in one campaign to test it.
4. Let AI create some videos for you.

Important Pricing Rules (Enforcement Starts October 28)

What it is:Google announced strict enforcement of its pricing policy this week.

When it starts: Monday, October 28, 2025 Where to learn more: Kliken Help Center

⚠️ WARNING: You have this weekend to fix your ads or they’ll get blocked on Monday.

What counts as breaking the rules:

1. Fake discounts: Saying “50% off” when the item was never that price before.
2. Fake urgency: Saying “Only 2 left!” when you have 200 in stock.
3. Hidden fees: Not showing shipping or other fees upfront.
4. Fake comparisons: Showing a “was $100, now $50” price when it was never $100.

What happens if you break the rules:

• First time: Your ad gets rejected
• Second time: You get a warning and can’t create new ads temporarily
• Third time: Your account gets suspended (maybe permanently)

Who needs to worry about this:

Anyone who sells products, offers services, or uses promotional pricing in their ads. Even if you think your pricing is honest, check to make sure.

What to do this weekend:

1. Check all your ads: Look for any price claims or discounts.
2. Prove your discounts are real: Make sure “was/now” pricing shows a real previous price (that was used for at least 30 days).
3. Check urgency claims: Only say “limited quantity” if it’s actually limited.
4. Show all fees upfront: Make sure shipping and other fees are visible on your landing page.
5. Save proof: Take screenshots showing your price history.
6. Fix or pause: Update any questionable ads or pause them until you can fix them.

Control Your AI-Written Ads (Announced October 20)

What it is: Google started rolling out a feature that lets you tell its AI how to write your ads.

What’s available now: Rolling out gradually this week (not all accounts have it yet).

Where to learn more: Search Engine Land

How it works:

When Google’s AI writes ad variations for you, you can now give it rules to follow:

• Tone: Professional, casual, friendly, technical, etc.
• Required words: Your tagline or specific phrases that must appear
• Banned words: Things you never want in your ads
• Compliance: Legal disclaimers or required language

Why this helps:

Before this, Google’s AI would write ads that sometimes didn’t sound like your brand. Now you can keep your brand voice while still using AI to save time.

What to do next week:

1. Check if your account has this feature yet.
2. Write down your brand voice rules (how you do and don’t talk).
3. Turn on Text Guidelines in your biggest campaigns first.
4. Watch what the AI writes and adjust your rules if needed.

SEO Updates: How Search is Changing

This week brought important changes to how search works. Here’s what you need to know.

Why Your Numbers Dropped in Google Search Console (October 22)

What happened: Google changed how it counts “impressions” in Google Search Console this week.

When it happened: October 22, 2025. Where to learn more: Yoast

What it means: Many people logged into Google Search Console this week and saw their impression numbers drop by 20-40%. Don’t panic! Your actual traffic didn’t drop.

What changed: Google used to count robot traffic and automated systems as “impressions.” Now it only counts real people. So your numbers are more accurate, but they look lower.

Why people are worried: When you see a big drop in any number, it feels bad. But this isn’t a drop in performance—it’s just more accurate counting.

What to do:

1. Tell your team or clients: Explain that this is a counting change, not a traffic problem.
2. Set new goals: Use the new numbers as your starting point going forward.
3. Focus on what matters: Pay attention to clicks and sales, not just impressions.

How People Use AI Search (Research Published October 22)

What we learned: New research published this week shows how people actually use AI-powered search.

When this was published: October 22, 2025. Where to learn more: Yoast

The key findings:

1. People spend 50-80 seconds reading AI answers before clicking anything. This is way longer than regular search, where people click within 5-10 seconds. People are using AI to do their research before visiting any websites.
2. When they finally click, they’re ready to buy. People who click through from AI search have already done their homework. They’re not looking for basic information—they’re ready to take action.
3. Different searches lead to different places:

• People comparing products go to review sites
• People ready to buy go straight to product pages
• People looking for local services go to Google Maps

What this means for your website:

The old way:People visited your site to learn the basics, then came back later to buy.

The new way:People learn the basics from AI, then visit your site ready to buy.

How to optimize for this: Use the READY Method:

R – Ready-to-Act Content: Write for people who already know the basics. Skip the intro stuff.

E – Explicit Comparisons:Show how you compare to competitors. List pros and cons clearly.

A – Action-Oriented:Make it super easy to buy, sign up, or contact you.

D – Detailed Specs: Include all the details a ready-to-buy customer needs (price, features, availability).

Y – Your Unique Value: Clearly explain why you’re better than alternatives.

What to do next week:

1. Look at your top 20 pages. Are they written for beginners or ready-to-buy customers?
2. Add more details, comparisons, and clear calls-to-action.
3. Make it obvious what makes you different and better.

Meta Descriptions Still Matter (Confirmed October 22)

What you need to know: Even though AI is changing search, meta descriptions are still important.

When this was confirmed: October 22, 2025. Where to learn more: Yoast

Why they still matter:AI tools often read meta descriptions when deciding what your page is about. Good meta descriptions help both AI and humans understand your content.

How to write good meta descriptions:

1. Put the important stuff first: Lead with your main point in the first 50 characters.
2. Include your main keyword: Use the phrase people search for.
3. Be specific: Say exactly what people will learn, not vague things like “learn more.”
4. Use action words: “Discover how to…” works better than“This page is about…“
5. Tell people what to do: “Get the guide,” “Compare prices,” “See examples.”

What to do next week:

1. Check the meta descriptions on your 10 most important pages.
2. Rewrite any that are missing or generic.
3. Set up templates for new content.

Social Media: What’s New This Week

Social media platforms made several important announcements this week. Here’s what matters for your marketing.

LinkedIn Loves Video Now (Announced This Week)

What’s new: LinkedIn announced this week that video is growing 1.6 times faster than any other type of post. They also added two new metrics: “Saves” and “Sends.“

When this was announced: October 2025. Where to learn more: We Do Marketing

Why video matters:

LinkedIn’s algorithm now favors video over text posts. If you’re not using video, your posts won’t reach as many people.

How to make good LinkedIn videos:

1. Start with a text hook (first 3 seconds):

Put text on screen that grabs attention immediately. Examples:

• “Here’s what nobody tells you about…“
• “3 mistakes I see every day…“
• “This changed everything for us...”

2. Use captions: Most people watch LinkedIn videos with the sound off (at work, in public, etc.). Captions aren’t optional—they’re required.

Make your captions:

• Big enough to read on phones
• High contrast (easy to see)
• Timed to match what you’re saying
• Short phrases, not long sentences

3. Change visuals often: Keep things moving. Switch between different shots, show examples, or add graphics every 5-10 seconds. This keeps people watching.

The new metrics: Saves and Sends:

Saves:When someone bookmarks your post to read later. This means they think it’s valuable.

Sends:When someone shares your post in a private message. This means they think it’s so good they want to share it with specific people.

These two metrics are more valuable than likes because they show real interest.

What to do next week:

1. Commit to making at least half of your LinkedIn posts videos.
2. Create a simple video template with text hooks and captions.
3. Look at your recent posts to see which ones get saved or sent the most.
4. Make one piece of “save-worthy” content (a guide, template, or resource list).

Facebook Reels Gets Better (Announced This Week)

What’s new: Facebook announced this week that it’s adding “Friend Bubbles” to Reels and improving how new videos get discovered.

When this was announced: October 2025. here to learn more: We Do Marketing

What are Friend Bubbles:When you watch a Reel, you’ll now see which of your friends liked it. This is powerful because we trust recommendations from friends more than from strangers.

Why this matters:

If your Reel gets early engagement, it’s more likely to be shown to more people through these friend bubbles. Early likes and comments matter more than ever.

The other improvements:

• Newer videos get shown faster (less delay between posting and distribution)
• Topic links at the bottom help people find related content (like TikTok)

What to do next week:

1. Post more Reels on Facebook (repurpose from Instagram and TikTok).
2. Create Reels that encourage immediate interaction (ask questions, run polls).
3. Use clear topics and hashtags so people can find your content.
4. Post when your audience is most active to get early engagement.

Instagram Tests New Controls (Testing Started This Week)

What’s new: Instagram started testing a feature this week that lets users control what topics they see in Reels.

When this was announced: October 2025. Where to learn more: We Do Marketing

Status: Testing only (not available to everyone yet)

How it works:

Instagram will show you what topics it thinks you like. You can add or remove topics to customize what you see.

What this might mean: If this rolls out to everyone, people might opt out of certain topics, which could reduce reach for broad content. But it could also mean more engaged audiences for niche content.

What to do:

1. Watch for this feature in your account.
2. Focus on creating high-quality, niche content that attracts your ideal audience.

Email Marketing: Get Ready for the Holidays

What happened this week: Campaign Monitor released critical holiday email deliverability guidance on October 24.

When to act: Next week

Where to learn more: Search Engine Journal

Why this matters:

During the holidays, everyone sends more emails. Email providers like Gmail and Yahoo get stricter about what goes to the inbox vs. spam. If your emails go to spam, you lose sales.

The 4 things you must do:

1. Clean your email list: Your “sender reputation” is like a credit score for email. It’s based on how many people open your emails and how many mark them as spam. What to do next week: Send a “we miss you” email to anyone who hasn’t opened your emails in 90+ days. Remove anyone who still doesn’t open it.
   
2. Don’t make sudden changes:Suddenly sending way more emails or emailing old lists you haven’t used in months triggers spam filters. What to do: Keep your email schedule steady. Don’t suddenly increase volume in November.
   
3. Keep your list clean: Watch these numbers: Bounce rate: Should be under 2%Complaint rate: Should be under 0.1%Unsubscribe rate: Watch for sudden increases. What to do:
   • Only email people who signed up
   • Remove bounced emails immediately
   • Make it easy to unsubscribe (better than marking as spam)
   • Add a “reduce email frequency” option
     
4. Check your numbers daily: During the holiday season, check your email stats every day, not once a week. What to monitor:
   • Bounce rates
   • Complaint rates
   • Unsubscribe rates
   • Open rates by email provider (Gmail, Yahoo, Outlook)

Your checklist for next week:

• Send re-engagement email to inactive subscribers
• Remove people who don’t respond
• Check your email authentication settings (SPF, DKIM, DMARC)
• Set up daily monitoring
• Test your welcome email for new subscribers
• Add “email less often” option instead of just “unsubscribe”

Stop Your Ads from Getting Boring

What happened this week: Search Engine Land published a comprehensive guide on creative fatigue on October 24.

Where to learn more: Search Engine Land

What it is: “Creative fatigue” is when your ads stop working because people have seen them too many times.

Why ads get tired: Even great ads eventually stop working. It’s like telling the same joke over and over, it stops being funny.

The 4 reasons ads get tired:

1. 1.Quality: Bad ads die faster, but even good ads eventually wear out.
2. Lifecycle: Every ad has a limited lifespan.
3. Audience saturation: When the same people see your ad too many times, they stop noticing it.
4. Platform penalties: When an ad performs poorly, the platform shows it less, which makes it perform even worse.

Warning signs your ad is tired:

• Click-through rate is dropping
• Cost per click is rising
• Same people are seeing it over and over (high frequency)
• Reach has stopped growing

How to fix it:

• Monitor at the ad level: Track each individual ad’s performance, not just the whole campaign.
• Know your normal: Ads naturally decline 20-30% as they age. Faster decline means bigger problems.
• Watch frequency: If the same people keep seeing your ad but you’re not reaching new people, it’s time to refresh.

How often to refresh your ads:

If you spend a lot ($10,000+/month):

• Facebook/TikTok: Every 1-2 weeks
• Google Display: Every 2-3 weeks
• LinkedIn: Every 3-4 weeks

If you spend medium amounts ($1,000-$10,000/month):

• Facebook/TikTok: Every 3-4 weeks
• Google Display: Every 4-6 weeks
• LinkedIn: Every 6-8 weeks
• If you spend less ($1,000/month):
• Facebook/TikTok: Every 6-8 weeks
• Google Display: Every 8-12 weeks
• LinkedIn: Every 12+ weeks

What to do next week:

1. Set up tracking for each individual ad (not just campaigns).
2. Figure out what “normal” looks like for your ads based on past performance.
3. Check current ads for warning signs.
4. Create backup versions of your ads ready to swap in.

Your Action Plan for Next Week

Here’s what to prioritize based on this week’s updates:

🔴 Critical – Do This Weekend/Monday:

1. Fix your Google Ads pricing: Check all ads for discount claims before Monday’s enforcement deadline.
2. Clean your email list: Send a re-engagement email to inactive subscribers this weekend.
3. Download ChatGPT Atlas: Test how it talks about your business.

🟡 Important – Do Next Week:

1. Turn on Google’s New Customer feature: Takes 10 minutes and gets better results.
2. Make more LinkedIn videos: Commit to making at least half your LinkedIn posts videos.
3. Check your email setup: Make sure your email authentication is working before the holiday rush.
4. Track your ads better: Set up tracking for individual ads to spot fatigue early.
5. Try Google’s Text Guidelines: If it’s available in your account, use it in your biggest campaigns.

🟢 Plan for Next Month:

1. Optimize for AI search: Rewrite your top 10 pages using the CITE method.
2. Update for high-intent visitors: Make your product/service pages better for people ready to buy.
3. Create save-worthy LinkedIn content: Make guides, templates, or resources people want to keep.
4. Test Google’s AI video tool: Let AI create video ads for your best products.
5. Prepare backup ads: Create variations of your top ads ready to use when they get tired.

What to Watch Next Week

Here’s what we’re monitoring for next week’s briefing:

Google Ads:

• How the pricing policy enforcement plays out on Monday
• Any new features or updates announced
• Performance data from the new Demand Gen features

AI Tools:

• ChatGPT Atlas adoption rates and user feedback
• Any new shopping integrations beyond Etsy
• Updates to other AI search tools (Perplexity, Bing AI, etc.)

Social Media:

• LinkedIn video performance data
• Facebook Reels Friend Bubbles rollout progress
• •Instagram algorithm control feature expansion

SEO:

• Continued impact of Google Search Console data changes
• Any new AI search behavior research
• Updates to Google’s search algorithm

Email Marketing:

• Holiday season deliverability trends
• Major email provider policy changes
• Black Friday/Cyber Monday preparation tips

We’ll have all these updates and more in next week’s briefing.

Final Thoughts

This week showed us that marketing is changing faster than ever because of AI. Here are the three biggest shifts we saw:

1. From keywords to conversations:
   • Old way: Optimize for keywords and Google rankings.
   • New way:Create content that AI can understand and recommend in conversations.
2. From awareness to action:
   • Old way:People visit your site to learn basics, then come back later to buy.
   • New way:People learn basics from AI, then visit your site ready to buy.
3. From tricks to trust:
   • Old way: Use urgency tactics and psychological tricks to drive sales.
   • New way:Build trust through authentic value and honest communication (Google’s pricing policy proves this).

The opportunity:

• Yes, there’s a lot changing. But your competitors are probably overwhelmed too. The marketers who act quickly on these insights will get ahead.
• Focus on depth over breadth, authenticity over manipulation, and quick adaptation over waiting to see what happens.
• Use this weekly briefing as your roadmap for staying ahead of the changes.

About This Weekly Briefing

This weekly marketing intelligence briefing is created by Manus AI for Knowhow Marketing Lab. Every week, we break down the most important marketing news into simple, actionable advice you can use right away.

Stay Updated:

• Subscribe to get weekly briefings every Friday
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• Visit knowhowmarketinglab.com for more resources and guides

Share Your Wins: We’d love to hear how you’re using these insights. Tag us on social media when you implement something from this briefing

Questions or Feedback: Connect with us on social media or reach out directly. We’re here to help you navigate these changes.

Week Covered: October 21-24, 2025

Published: October265, 2025

Next Briefing: November 1, 2025

Quick Reference: This Week’s Key Dates

• October 21: ChatGPT Atlas launched, Google Demand Gen updates announced
• October 22: Google Search Console data correction, AI search behavior research published
• October 23: ChatGPT shopping integration with Etsy went live
• October 24: ChatGPT Company Knowledge launched, Campaign Monitor holiday email guidance released
• October 28 (Monday): Google Ads pricing policy enforcement begins ⚠️

See you next week with more marketing intelligence updates!