AI Marketing Pulse: Key Developments from Tuesday, 16th April 2025

Yesterday’s marketing news delivered fresh data on LinkedIn engagement, a major AI upgrade to Microsoft Monetize, and new research on Google’s AI Overviews and structured data. Marketers in the UK must adapt to evolving social, search, and ad tech, leveraging AI, optimising for both human and machine audiences, and rethinking content strategies for maximum visibility and engagement.Story #1: LinkedIn Study Finds Adding Links Boosts Engagement by 13% (Search Engine Journal)Date: 15 April 2025URL: LinkedIn Study Finds Adding Links Boosts Engagement By 13%What Happened:A new Metricool study of 577,000 LinkedIn posts found that posts containing external links receive 13.57% more interactions and 4.9% more views than those without links, directly contradicting longstanding advice to avoid links. Carousels (document posts) and polls also dramatically outperform other content types, with carousels achieving a 45.85% engagement rate and polls reaching 206% more people than average posts.Why It Matters:UK marketers can now confidently include links in LinkedIn posts to boost engagement and traffic, while also diversifying content formats. The findings highlight the need to test assumptions and adapt to platform-specific data.Suggested Actions:* Add value-driven links to LinkedIn posts and monitor engagement.* Experiment with carousels and polls for higher reach and interaction.Story #2: Microsoft Monetize Gets a Major AI Upgrade (Search Engine Journal)Date: 15 April 2025URL: Microsoft Monetize Gets A Major AI UpgradeWhat Happened:Microsoft’s Monetize platform has integrated Copilot, an AI assistant, to streamline publisher workflows, surface actionable insights, and proactively flag revenue-impacting issues. The new dashboard and performance tools enable faster troubleshooting and smarter campaign optimisation.Why It Matters:For UK publishers and advertisers, these AI-powered enhancements mean improved productivity, quicker response to performance issues, and potentially greater ad revenue. The shift signals a broader industry move towards intelligent, automation-driven ad management.Suggested Actions:* Explore Copilot’s new features to optimise campaign performance and reduce manual troubleshooting.* Review platform insights regularly to identify and resolve revenue blockers.Story #3: Google AI Overview Study – 90% of B2B Buyers Click on Citations (Search Engine Journal)Date: 15 April 2025URL: Google AI Overview Study: 90% Of B2B Buyers Click On CitationsWhat Happened:A TrustRadius study found that 90% of B2B buyers click through to cited sources in Google’s AI Overviews, and 72% see these summaries during their research. This contradicts fears of “zero-click” searches, showing that authoritative citations can drive significant traffic and trust.Why It Matters:For UK marketers, being cited in AI Overviews is now a key visibility strategy. Creating authoritative, fact-rich content increases the likelihood of being referenced—and clicked—by B2B buyers.Suggested Actions:* Develop detailed, authoritative content that answers advanced buyer questions and is likely to be cited by AI Overviews.* Track referral traffic from AI Overviews and optimise for citation opportunities.Story #4: Google Confirms Structured Data Won’t Make a Site Rank Better (Search Engine Journal)Date: 15 April 2025URL: Google Confirms That Structured Data Won't Make A Site Rank BetterWhat Happened:Google’s John Mueller reiterated that structured data does not directly improve site rankings, but is essential for eligibility in rich results and AI-powered search features. Only about 30 types of Schema.org structured data are used by Google for these features.Why It Matters:UK marketers should use structured data to enhance search features and eligibility for rich results, but not expect ranking improvements. Focus should remain on content quality and technical SEO fundamentals.Suggested Actions:* Implement structured data for relevant content to enable rich results.* Prioritise high-quality, authoritative content for ranking gains.Story #5: AI Tools Transforming Digital Marketing Strategies in 2025 (Evrim Ağacı)Date: 15 April 2025URL: AI Tools Transforming Digital Marketing Strategies In 2025What Happened:Algolia’s report shows 82% of search teams now use AI, with tools like Pixis and Prescient AI driving campaign improvements. Security concerns persist, with 40% of non-users citing AI bans from security teams.Why It Matters:AI is central to UK marketing strategies, but adoption is limited by security and governance issues. Marketers must balance innovation with compliance.Suggested Actions:* Audit AI tool usage and address security with IT teams.* Pilot AI-driven optimisation tools for measurable results.Story #6: Decoding Google’s March 2025 Core Update (GTECH)Date: 15 April 2025URL: Decoding Google's March 2025 Core UpdateWhat Happened:Google’s March 2025 Core Update prioritises E-E-A-T, author bios, and third-party citations, causing ranking shifts for sites with thin or low-quality content.Why It Matters:UK businesses relying on organic search must now focus on trust, authority, and content transparency to maintain or improve rankings.Suggested Actions:* Update content to include detailed author information and reputable citations.* Monitor SEO performance and adapt to Google’s evolving standards.Comprehensive SummaryYesterday’s news cycle delivered a wealth of actionable insights for UK marketers. The latest LinkedIn study overturns conventional wisdom by proving that posts with external links drive 13.57% more engagement, while carousels and polls offer standout performance. This data-driven approach should prompt marketers to rethink their LinkedIn strategies, leveraging links and diverse content formats to boost reach and interaction.Microsoft’s major AI upgrade to Monetize, with Copilot integration, marks a significant step towards automation and intelligence in ad management. Publishers and advertisers now have more control, faster troubleshooting, and the ability to optimise campaigns proactively—an essential advantage in a competitive digital landscape.On the search front, Google’s AI Overviews are reshaping how B2B buyers research and click, with 90% of buyers clicking cited sources. This highlights the importance of creating authoritative, citation-worthy content to capture high-intent traffic. Meanwhile, Google’s John Mueller has reaffirmed that structured data is for rich results, not rankings—clarifying a common misconception and reinforcing the need to focus on content quality and technical fundamentals.AI continues to transform marketing workflows, with 82% of search teams now using AI tools, though adoption is still hampered by security concerns. Google’s core update further raises the bar for content quality, trust, and transparency, making E-E-A-T and reputable citations essential for SEO success.Together, these developments point to a marketing environment that is more data-driven, AI-powered, and quality-focused than ever. Marketers must stay agile, test assumptions, and leverage new tools and formats to stay ahead.Key Takeaways* Add links to LinkedIn posts: They boost engagement by 13.57%—contrary to old advice.* Leverage AI-powered ad platforms: Explore tools like Microsoft Monetize’s Copilot for smarter campaign management.* Optimise for AI Overviews: Create authoritative, detailed content to increase citation and click-through rates from Google’s AI summaries.* Use structured data for features, not rankings: Focus on quality content and technical SEO.* Embrace diverse content formats: Carousels and polls on LinkedIn can dramatically increase reach and engagement.Subscribe to our daily updates: Listen to our podcast: https://indexify.substack.com/podcast Get full access to Jon’s Substack at indexify.substack.com/subscribe