The Click Brief- October 2025

Jeremy Packee and Emily Anderson break down October’s biggest shifts in AI-driven browsing, search, and paid media. From OpenAI’s new ChatGPT Atlas browser and Google’s conversational shopping tools to Amazon’s top-of-search “reserve share of voice” and Meta’s Q5-ready lead gen upgrades, this episode is packed with actionable insight for smarter planning heading into 2025. They also cover the sunset of Google’s call-only ads, Perplexity’s free AI browser, TikTok’s new attribution analytics, and Meta’s growing AI assistant suite. Follow The Click Brief for fast, no-fluff performance marketing updates every month.

Top Takeaways

OpenAI ChatGPT Atlas Browser:
A new Chromium-based browser with ChatGPT built directly into the interface. Agent Mode allows ChatGPT to take actions across pages like clicking links, filling out forms, and comparing products. Optional browser memories save past preferences and searches. Imports bookmarks, history, and passwords for fast setup. Windows version expected in 2026.
Gemini in Chrome + Perplexity Comet Browser:
Google adds Gemini tools directly inside Chrome for AI-assisted searching and task completion. Perplexity makes its Comet browser free, offering source-backed answers and agentic research features. All three AI browsers (Atlas, Gemini, Perplexity) are becoming interchangeable—worth testing to compare how each interprets queries and results.
Google AI Mode Adds Visual + Conversational Shopping:
Search using text and images, refine results with follow-up prompts, and browse product feeds powered by the Shopping Graph. Behaves like a customizable mood board for apparel, décor, and lifestyle shopping. Highlights the importance of accurate Merchant Center titles, attributes, and updated product imagery.
Google Sunsetting Call-Only Ads:
Advertisers can no longer create call-only ads after February 26. Existing call-only ads will fully stop serving in 2027. Encourages deeper reliance on call extensions, strong landing pages, and chat tools for conversion paths. Affects industries like legal and services that heavily used call-first funnels.
Amazon Reserve Share of Voice for Sponsored Brands:
Allows brands to lock in top-of-search Sponsored Brand placements for branded keywords at a fixed upfront cost. Pricing is shown instantly based on keywords and date range. A strong option for brands defending category leadership and preventing competitors from overtaking branded queries.
Meta Q5 Lead Gen Upgrades:
Adds email and phone verification tools to reduce accidental submissions and improve lead quality. Simplifies CAPI and CRM connections. Introduces better nurturing workflows directly within Meta lead ads. A meaningful upgrade for advertisers struggling with low-intent or auto-filled leads.
Meta Ad-Free Subscription Tests (EU + UK):
Meta begins testing paid, ad-free versions of Facebook and Instagram in Europe. No impact in the US yet, but important to monitor as platforms explore non-ad revenue models.
Meta Business AI Tools:
Sales Concierge: AI agent that answers product questions and guides purchases across Messenger, Instagram DMs, and WhatsApp.
AI Business Assistant: Helps identify delivery issues, explains learning phases or disapprovals, suggests targeting/budget changes, and drafts creative inside Ads Manager.
Amazon Branded Search Measurement:
New insights include branded searches, branded searches from views/clicks, branded search rate, and cost per branded search. Provides better visibility into how top-of-funnel activity increases branded demand.
TikTok Attribution Analytics:
Adds a dedicated view to compare CPA and conversions across click and view attribution windows. Useful for aligning ad measurement with real buying cycles. TikTok also launches new travel-focused ad formats to meet growing travel planning behavior on-platform.
Snapchat + WordPress Catalog Sync:
New integration allows automatic syncing of product data between WordPress stores and Snapchat catalogs. Reduce setup time, but verify product data accuracy before publishing ads.

Jeremy’s Tip:
AI-mode shopping is only as strong as your product data. Keep Merchant Center images, titles, and attributes updated so Google can match user intent more accurately.

Emily’s Tip:
Turn on Meta’s lead verification features. Cleaner leads reduce time wasted on low-intent submissions and strengthen Q5 performance.

Visit The Click Brief blog for more in-depth analysis and updates from October.

Episode Transcript

Jeremy: Hello, and welcome to the Click Brief podcast.

Emily: Your monthly download of what’s new and what matters in digital advertising and paid media.

Jeremy: I’m Jeremy Pakee, here with Emily Anderson, bringing you the top updates from October that could shake up your strategy heading into the new year.

Emily: We’ve got lots to talk about this month. Here’s what’s ahead. Open AI’s new ChatGPT atlas browser, Google AI Mode, turning shopping visual and conversational, and Amazon letting brands reserve top of search share voice. And that’s just the start. We’ll hit perplexities comment going free, Google Sunsetting Call Only ads, and Meta’s Q5 lead gen upgrades you won’t want to miss. All right, starting off with the high impact updates.

Jeremy: Openai launches ChatGPT Atlas, which is their AI web browser. A new chromium-based browser with ChatGPT ChatGPT built-in. Atlas adds agent mode so ChatGPT can take actions like opening tabs, clicking links, filling out forms to complete multi-step tasks. Also, there’s optional browser memories to keep context under user control. You can import bookmarks, passwords, and history from your current browser with a quick switch.

Emily: This is awesome. I haven’t heard. I haven’t tried it yet, personally. Full disclosure, we work on PCs here at Granular. I do have a home Mac. I just haven’t checked it out yet. Have you Have you played around with this tool at all yet, Jeremy?

Jeremy: So I’ve watched a ton of demos on it, but my MacBook from college is too old at this point. And I was a Mac user for a long time. And I do work on a Windows-based computer now because Obviously, we do at Granular, but it looks super cool. It’s just ChatGPT built into a browser. Obviously, it does offer… It’s almost like a more intuitive version of ChatGPT. It feels like less pieced together to me, but it can do a lot. As we mentioned, I love the option of Agent Mode, which I do think you need a paid plan, even to do that with Atlas. But you can do cool things like, Find me the cheapest flight from Milwaukee to Phoenix at Christmas time and give me the flights at the lowest time. You can do all sorts of things. That’s probably not even the best example, but even the shopping mode, which is how Google AI mode is being used with Gemini built in and stuff now. But yeah, you can do stuff like, Hey, you could even pull up three different products that you like and be like, Hey, compare these products on the basis of price, reviews, and make me a table.

There’s just so much you can do with it. I think maybe that’s sometimes what’s scary for AI for people that aren’t using it is it’s more… I think it’s easier, but maybe it’s the average person. It might be confusing to be like, Well, I just want to do a search where- I think it can be an overwhelming entry because there’s almost so much you can do with it.

Emily: And it’s all still, I would say, I wrote in my notes, still a helper, not a replacement in a lot of ways. So I think that in learning how to adopt to that, we’re still in that learning mode. But I think it’s exciting. You wrote in our notes here about the memories portion of it where it can remember searches that you’ve done in the past. I think that’s really interesting. And it can remember that, hey, you were looking at these shirts on Tuesday. And then when you’re googling or using Atlas on Friday looking for pants, it can refer back, hey, Jeremy, these pants would look good with the shirt that you bought on Tuesday. That would be crazy.

Jeremy: Right. I think that’s awesome. And that’s a good way to use it. I’ve seen other people using it where they open up their inbox or their email and be like, hey, what’s the most important email in here? Or do any of these emails have calendar dates? I think there’s connections that you can do where you can be like, hey, can you create a meeting in my Google calendar? And it’ll start setting that up with agent mode. I think for the person that’s really tuned in and already using ChatGPT, this is just going to be very intuitive to them. I think it gives you super powers. One other thing I think is cool is I did see the option to do a regular Google search within Atlas, which is neat. If you’re just like, Hey, I just want a standard search. I don’t know how that partnership works or whatever, but that is neat to just be like, What does the standard surf look like? And you’re able to do that. I like it. I would use it 100% If it was on Windows. It’s coming. They did announced it. I think it’ll be here in 2026.

So we’ll be able to try it. The other thing that we have to consider is privacy. I don’t know how that’s all going to work out. If it’s able to look at your emails, I’m not sure what stores. Obviously, there’s memories, so it can learn about you. But for the average person, I see it as a pretty cool tool. I use ChatGPT every day for things. We work in search, so we see sometimes how… To be honest, somehow, sometimes somebody can just pay the most to be in the top or rig things to be close to the top in the serve. There is, weirdly, a sense of trust with ChatGPT, which maybe I shouldn’t trust it. But in my head, I’m like, these are unbiased results. But I don’t know if that’s fair, and I don’t know if that’s true. But I do feel like that because it’s like, hey, look at all these different options and give me the best headphones, and it’ll come up with reasons why it wants the best. Maybe it’s price, maybe it’s quality, maybe it’s how loud they go. It’ll be interesting to see how we can, from a paid media perspective, get ads going in here because I I do think it’s coming.

They have to make money somehow. They’re not making enough money right now, open their eyes. We’re going to be here as soon as we… We’re going to launch ads as soon as we can. I do think it’s coming at some point.

Emily: 100%.

Jeremy: This next one is very similar, and they’re probably all related. Gemini is now in Chrome. It does some of the same things. We have AI Mode, and now Perplexity makes the comment browser free.

Emily: There’s a lot of similarities. It’s like space race, race to the moon, vibes with a lot of these companies, and it’s hard to keep them straight as far as which one’s which, who owns what. I did not know. Sorry, I cut you off a little, but I did not know about Perplexity was actually backed by Bezos as well. Of course, he’s got his hand in one. So it is interesting to keep up what’s all happening. And you know as soon as one launches ads, the dominoes are going to fall.

Jeremy: I think Perplexity, technically, I don’t think it’s an open program, but I think they did have ads, but they definitely have deprioritized that. And it’s not like anybody could do it. But yeah, the browser is very similar to me. Maybe this is wrong, but I consider this perplexity browser and this ChatGPT browser to be interchangeable. I would say, try them out. Maybe you’ll like one, maybe you’ll try both. I’ve done that before where I’m like, what does AI mode think about this? What does ChatGPT think about this? What does perplexity think about this? Show your sources. I think It’s just another browser, and I think it’s going to be able to do a lot of things. It has a lot of the agentic capabilities where it can find things, compare things. You can do cool stuff. I think this is on, again, you can do this in the Gemini tool, you can do this in Atlas, you can do this in Comet. You could be like, Hey, I watched this YouTube video, and I remember Gary. I don’t know why Gary, but I remember Gary saying something about this AI product. Where was that in the video?

I believe all these tools can be like, Oh, it was at the 27 minute mark, and you can click there, find it. You can have it summarize things. You can really do whatever you want in these browsers. I think they’re going to keep gaining in popularity. But I mean, don’t forget, Google has one of the best ones as well. Any three of these are viable browsers.

Emily: Yeah, absolutely.

Jeremy: Cool. This next one, I think, is pretty sweet. I would say this is one of the most, I don’t know, impactful impactful ones for me. So Google Search AI Mode adds visual search and conversational shopping. I’ll just read the update here. So you can search with text and images and then refine results in a visual feed through follow-up prompts, shopping queries, return a curated set of products with links to retailers, powered by the shopping graph, for fresh inventory reviews, availability. This experience behaves like a mood board that you can iterate on. So the reason I love this is because one, you could just be like, Hey, I’m looking for this minimalist kitchen. And it’ll give you a bunch of visual results.

Emily: I believe on mobile- Is this powered by Gemini? Is that what they’re saying? Is Gemini powering it like something? I’m sure it is. It’s a Google product. That’s how they’re promoting. Okay. Yeah, it’s very cool.

Jeremy: And one thing I like about it is the shopping results. And this is very in tune with paid media because we know that shopping ads are going to be injected in AI mode more and more, is you could be like, Hey, I’m looking for shorts. I don’t know, under $50, it’ll give you shorts. And you can be like, I’m actually looking at shorts that are below the knee, and then it could give you shorts below the knee. So it’s just more… You can have conversations with it I can get iterations where… I don’t know, I feel like it’s different from just standard shopping ads because shopping ads will just… I don’t know, they’re just triggered by the titles and.

Emily: It used to be very broad. I didn’t think the shopping surf was ever super great, to be honest. I don’t think I’ve personally ever searched something as broad as women’s shorts and bought directly off the Serp page, Whereas now I feel like it’s getting more and more custom to what you’re looking for down to the fact that you could send a picture. Hey, I like this. This is what I already own. I want this probably in six more colors. I know you did the same thing where you buy one thing in a bunch of colors.

Jeremy: Oh, yeah. I buy every color.

Emily: Something like that. But the ability to just custom your feed a little bit more to what your intent is versus just your query.

Jeremy: And I think the way I was actually given examples is probably almost more of an old-school way. I’m just looking at Google’s official blog post on it. And the example that they give is typing in… Instead of sifting through all the filters, baggy- Oh, yes. And all that. You can just literally type in what you’re thinking. I said this, but I want more ankle length, or I want them to be good in fall, or I want to be able to swim in them. I don’t know. You do all the different things. Again, there’s a level. This is the same thing I said about the OpenAI atlas and some of those more AI-assisted web browsers. There’s almost like a level of trust more when you get the products this Because it feels more customized to you. Yeah. It’s not just in the shopping title. It doesn’t just say good for running or good for swimming. You’re totally right. It’s like, I’m going through this whole process in here, and it’s basing it on all the information that I’m giving it, not just how Google works, if that makes sense.

Emily: I wonder if there’s a study that’s been done or probably will be done. Do you trust ChatGPT more when it thinks for 45 seconds or longer? Because you’re like, Oh, it’s definitely doing some deep… Or even if Do you have it do deep research, is your trust just a little bit higher than if it gives you the answer right away? I feel like me, yeah. So this is similar to that because it’s just feeling more accustomed to your actual intent of your search, which is really cool. Just another reason to keep your merchant center titles, attributes, images up to date.

Jeremy: Yeah, and images for sure, because it’s looking at images. Google knows what the images are now. One other thing that Google mentions in this blog is on a mobile device, if you’re decorate your home, you can really look for something specific in the exact shade of blue. You can throw in and upload reference images. You can ask it to find images. You can interact with those images. You could be like, What color is this? I like that window. It just seems like you can interact with everything much more and just get more of exactly what you want, which is just cool. Then you could use these same AI tools to be like, What would this look like on my exact bed? There’s just so much you can do now. Super neat. Big fan. All right, next one. I know we talked about this recently, Emily, but Google Ads is Sunset remaining call-only ads. So you cannot make these ads after February 26. All the remaining call-only ads will stop serving. It says in February 2027. So it looks like these ads are going to be able to for a while if you have them, but you’re not going to be able to make anything new or make changes.

Emily: Yeah, this is… I wouldn’t say it’s a surprising shift, but it is interesting to see a final date deadline on them. I personally, right now, I’m not running any call-only ads for any clients. Obviously, I have a lot of call extensions attached to ads, and then I track call tracking through landing page call clicks. But outside of that, currently not running any call-only ads. Not sure, have you done a lot of this in the past? Are you sad to see it go? What are your thoughts?

Jeremy: I am sad to see it go because there’s always another option to try, where now it’s just the same thing, I guess. You can do things to try to make people call. One of the takes we put in here was you can encourage people to call. You’ll be like, Call us today. You could put that in your ad, try that in your ad copy. But I think for some of the law clients, these call-only ads were pretty solid.

Emily: That’s true. Those are going to probably take a hit for them.

Jeremy: Yeah. And just once you get people on the phone, it just seems like the quality is much better. So it’s just a bummer to not have that as an option. I know LSA or local service ads have come into play. So there’s just a lot going on in the serve, and I’m sure Google is just trying to clean it up and not… They don’t want another ad type here. So I think it’s a bummer. It’s not the end of the world, but I guess Originally, I was like, Oh, you should migrate. But I guess you could just let those things ride. You just can’t change them. You have a while to let them continue to run. But just know that you got to make your changes by February or you’re not going to be able to do anything with those.

Emily: And I think it’s a good reminder for advertisers as well to make sure the landing page you are driving traffic to is really strong then and has a clear path to the action you want a user to take, whether that is to call you or have a form fill. I also think it’s an opportunity for people to revisit chat on your website. I think that’s going to become more and more common. And it’s also easier than ever to add a chat to your website, which is basic FAQ use. So I look at it as an opportunity for that as well and just a reminder to make sure to focus on.

Jeremy: That’s a good point. If you want a call-only ad, I guess you You could just run your ad to a paid landing page that only has a phone number. Call us.

Emily: This giant- That is an option.

Jeremy: I guess there are workarounds. I didn’t really consider that before. I wouldn’t recommend just making your standard landing page only have a phone number because you probably get really good lead forms as well. But yeah, there’s definitely workarounds with this.

Emily: That’d be such a wild ad. Send just to a landing page. Hey, we’re better on the phone. We promise we’ll answer by the third ring. I wouldn’t do it like that. And it’s just a phone call. But why not? We’re going to answer by the third ring. I think you’re on to something with that. And it’s going to be a human. Because why don’t you call places?

Jeremy: Human by the third ring is pretty good.

Emily: I don’t want to call places anymore because I don’t want to be in a phone tree for a half hour. So I think if you had some call to action like that, that would be…

Jeremy: Can you imagine having a company, though, and you advertise human by the third ring? You would like… That is a very enticing offer. Yeah. That’s hilarious. Love it.

Emily: We’re on to something there. Just wait. We are.

Jeremy: All right. The next I would say high impact updates is Amazon ads. So they have this new reserve share voice for sponsor brands. So there’s a self-serve option to lock up top of search sponsor brands under branded keywords at a fixed upfront price. The way this works, I was messing with it before the podcast, is you basically go into Amazon’s standard sponsor brand campaign creation, and you can just choose this share voice. Basically, you have to pick, I think, at least five It’s five keywords. When you pick the keywords on there, it’ll have a list of all your brand keywords, like suggested ones, and you can click add, add, add. There could be 100 on there. When you do, let’s say you click five of them, you’ll say, I forget what it says, but it’s almost as something like, what’s the price? That’s not what it says, but you basically click a button, it’ll just give you a price to basically for that date range and those keywords, how much it would cost to just be the top ad for a sponsored brand. So this isn’t sponsored products. It’s sponsored brands. So it’s your images, it’s your videos that show on the main surf and then on the PDPs as well.

I think this is awesome. I mean, it gives you a price, like how much How much is it going to cost for you to be the top for these? It guarantees you a top spot. I love it. I guess it’s top of page impression share based meeting.

Emily: But more transparent, top of page impression share is still a little changes.

Jeremy: Well, on Amazon, it’s so invasive.

Emily: It’s just giving you a price.

Jeremy: These ads are so invasive. You can put in your product. Let’s say your product is like… I don’t know. I always do Bluetooth headphones. It’s a boring example, but let’s just say somebody types in Bows, and then the first thing they see is a big Sony ad or an Apple ad. And it’s like visual, it’s video. So it’s a bummer on Amazon. And I I don’t want to say brand ads, to me, matter a bit more on Amazon than in other places. So I think this is a useful tool. I think I’ll try it. I’m not always wanting to say spend on brand, but it’s need to be like, oh, you want to own all those placements? Okay, well, it’s going to cost you six grand over 30 days. That might be a deal that we’re willing to take. I think it’s worth trying.

Emily: The analogy I’m thinking here is when you rent a car and you pay for gas upfront, so you don’t have to stop for gas on your way back to rent a car. You’re locking in, and that way you’re showing. I feel like a marketing play for them could almost be even telling you, Hey, these are XYZ advertisers. Do show on your brand. Make sure you’re at the top by paying this amount a month. If I was Amazon. Something like that. Playing into auction insights. I know they probably can only be so transparent transparent, but Google is pretty transparent, per se, with auction Insights. But that would be fun for them to like, Hey, don’t miss out. These brands are showing on your ads right now, knock them under with this flat rate or whatever that is. Interesting. That’s cool.

Jeremy: Cool. Next one. So Meta rolls out Q5 lead gen updates. So these are advantage plus leads, easier CAPI and CRM, integration. And then there’s verification education and nurturing for these leads. So I think we found this literally a month ago, Emily. I don’t know if you remember, but I posted in our chat. I was like, Hey, have you seen this? Because we run a bunch of lead gen ads. And it’s a pretty Not a feature that I necessarily knew I wanted, but it’s very appreciated. And the one I’m talking about is the lead verification. All these other ones are cool. Yeah, Cappie, the server-based stuff, that’s great. Salesforce integration, that’s great. Conversion locations, that’s great. But the one I like the most is the lead verification in nurture. That’s- It’s a simple add. It’s so helpful.

Emily: How many times have you run these type of campaigns and your main feedback from a client is a real poor quality of leads. And it’s mainly because people are like, I have no idea what you’re talking about. I didn’t submit that. They accidentally click through because your information is saved. This adds that extra step to make sure their intent is truly there. And like you mentioned, I can confirm, I saw this in an account a couple of weeks ago.

Jeremy: Yeah, that is the number one problem with these ads is it’s, like you said, so easy to fill out. And what do we do? We always make them… We try to make it higher intent. They’ll be like, we add more boxes, more things to check, things that are required. And I think there’s even another one where it’s like, are you sure you want to submit this form? Swipe your finger. So there’s all those things. Well, just this I don’t know if that’s only work email verification. I thought that was a cool one. I think you can just do a standard email verification. But just the fact that that makes it harder to be spammy. It’s like, okay, well, in order for you to submit this, you have to literally verify with your email or verify with your phone number. I’m not using this yet, but I’m 100% confident that I will be using it soon. Cool. Next one. This doesn’t really impact us in the US as much, but Meta is testing ad-free subscriptions in the EU and UK. This is scary being a paid advertiser, but interesting. I don’t know. I’m not going to pay to use Facebook personally, and I can’t even do it right now.

It’s not available in the US from the best of my knowledge, but still interesting.

Emily: Yeah. I wonder how… I never saw any data or roll-up. Maybe there doesn’t even exist. But when Elon started for X offering ad-free, I’m going to still call it Twitter, but ad-free X. Twitter X, that’s what I hear people calling it. Twitter X. I wonder how much revenue… I mean, my biggest beef with Twitter was always like their ads were actually horrible, and their ad platform was horrible, and I thought they had so much room they could grow there. But I’m curious how much, how many paid users there are on Twitter. I know you get the advantage of being verified. And then it’ll be interesting to see how Meta does in the EU. I mean, I feel like they were hit with the EU strict advertising laws and got to continue to make money somehow. So maybe that’s the solution. I don’t know. But always good to keep a pulse on what’s happening overseas. I currently am not running ads in the EU or UK.

Jeremy: Yeah. I do have some overlap there, just some clients, but it’s not a primary focus. But yeah, I think, I mean, obviously, we want to run ads on Meta. It’s, in my opinion, the best platform. It really is. It still is the best interface, scales well. So it’s always for sure. Yeah, it’s amazing. The reach is incredible. Anything that takes away from that, that’s a bummer. And one thing that would be a bummer is if the more premium, the people that high spenders would pay for these experiences. And then all of a sudden, if you have a luxury product, you’re not able to reach those people on meta. Granted, you could go programmatically. There’s a million other ways to hit them. But Meta really was a way to hit everybody, for the most part, in my opinion, because of Instagram. That was in WhatsApp.

Emily: And Messenger, yeah, all of their threads meta-adjacent now.

Jeremy: This is cool from a personal perspective, but bummer from an ads perspective. But I don’t think there’s any impact right now. We’ll follow it.

Emily: I think, again, just a reminder, don’t have all your eggs in one basket. If you’re only running advertisements on meta and not hitting your customers anywhere else, look to expand. Whenever you put everything in one, it’s always a little risky because things like this could happen. Your ad account could get shut down. What’s plan B? So diversifying. At least two places or have a plan. But I think it’s easy to overlay. Then make sure we’re doing email marketing. We have a PR strategy, things like that. Just not all eggs in Metta’s basket.

Jeremy: Because the other trap, which I’ve fallen into early in my career, is putting two little eggs in too many baskets. Well, that’s true, too.

Emily: I’m going to put that around.

Jeremy: I’m going to put that around. It’s spreading it too thin. I was like, Okay, we’re spending five grand here, five grand here, five grand here, five grand here. What’s working? I don’t know.

Emily: That’s a good point, too.

Jeremy: Yeah. So there’s definitely a balance. I would say, don’t be all in on one. I mean, there’s reasons to be sometimes, but that’s still good advice. And then related to meta, I’ll just combine this. It is there’s a lot of AI experiences in all these different ad platforms, specifically in meta. There’s the chat where you could see an image and be like, What actually happened to this person? Or is this true? So meta is just going to use some of that data as signal channels for content and ad relevance outside of the EU, UK, and South Korea, where places that specifically mentioned that it wasn’t, and sensitive categories. I don’t really have a problem with this as an advertiser. I think how much good data are they going to be able to extract from this? Probably more than I really think. But in a place where specific targeting is a little bit more difficult than interest targeting isn’t the main thing that we’re doing, Any data that can help reach the right person at the right time with the right product, I’m cool with that.

Emily: Same. I think I was surprised they weren’t already doing this. They probably weren’t. They probably weren’t, yeah. They’re probably just officially announcing it now. But I’m not going to go run to my campaign and change it to interest all of a sudden.

Jeremy: And this one I probably should have mentioned when we were doing Amazon with the ability to do the reserve share voice. But Amazon is also They’re giving you better measurements for branded searches. So we’re just going to be able to pull in new metrics. So the ones that were listed were just brand searches, branded searches from clicks, branded searches from views, branded search rates, and then cost per branded search. So basically, it’s going to give you a better understanding of branded traffic. I think it’s… I mean, I’ll take it. I’m fine with it. We’ll use it. I’ll look at it. Brand isn’t really the thing we focus on the most, but if it’s helping us understand how well we’re doing from a branded perspective, this is always welcomed.

Emily: It could maybe give insight on how other channels, if you increased programmatic spend and then all of a sudden, you started seeing more brand searches across Amazon, I think that can be an indicator that other channels are helping perform as well. So that’s cool. Never will turn down more data to see.

Jeremy: Yeah, or the impact of this, I guess, relate to the previous update. It’s like, okay, well, if I’m buying all my branded keywords, am I seeing more branded searches? I guess that one fully makes sense. But if you’re running a sponsored brand, in general, are you seeing anything increase? So yeah, it’s definitely welcomed. This next one, MetaBusiness AI. So the sales concierge and the ads assistant This is a bunch of different updates. Metaanalysis business AI, it’s a suite of generative tools for businesses. Two parts matter for the paid media team. So there’s the sales concierge, the AI agent that answers questions and guides purchases across Messenger, Instagram, DMs, and WhatsApp. So this is a limited rollout, but it’s basically going to help from an AI perspective, guide people to purchase. So nothing crazy besides the definition there. And then there’s also the AI business assistant and ads manager. So that’s a built-in helper that can diagnose delivery issues, explain learning limited or disapprovals, recommend budget and targeting tweaks, and draft creatives or copy inside of ads manager. I think this has been happening for a while, but I guess I haven’t really used this or actually really even seen it, but there’s an official helper.

And anything that could be like… If we can trust it, which I don’t know yet. Anything that can recommend budget or targeting tweaks, I’ll take that. I’ll bring it to the client. If we’re trying to scale and budget isn’t an issue, which for some clients it’s not, it’s just about getting that return. If we’re able to just say, Hey, if you raise your budget, you could get this many more leads or this many more sales, which data I have seen in Facebook much more recently, but I haven’t seen an actual assistant in there. But I’m sure it’s in there. I just haven’t used it yet.

Emily: I think I saw it the other day. The diagnosis Delivery Issues, I guess, is the most appealing one for me just because how many times is there a glitch where you’re getting some random error on meta and you have no idea? So maybe if that was able to look at what error you were getting and then recognize, Oh, this is likely a glitch. Maybe I can push this through to a human at meta to take a look and approve this ad set or ad or whatever it might be. I look at the difference between those two is the sales concierge is more for a sales marketing team or small business to help them be a little bit more efficient. And then the AI business assistant is more for your ad buyer, per se.

Jeremy: So I told Emily before the podcast that I wanted I wanted to watch a video. So I had this video on the sales concierge. I’m just going to show it to you. It’s like a minute long. I’m going to play it at 1. 5x. Okay, so I want Emily’s reaction to this because I saw it and it was like, uneasy in a way. I don’t know why. It’s pretty cool.

Emily: I think it’s the voice. The voices are creepy. We’re just going to have to put the voices aside because that was very like, That is amazing. I will order that right now. Thank you. That creepy. Especially since AI voice is so much better than that. That was such a bad example. But besides that, the actual product release, I don’t know. I feel like voice search, I don’t know. I just am not- It is cool, though.

Jeremy: If you saw that, if you’re looking at a product, let’s say it’s a college, right? And it plays this video or you have an ad that’s talking about this, we’ll just say it’s an AI program. And what if you were able to click that and be like, What jobs can I get with this? And you had a preset. You could do cool stuff with that, but would you do that on Facebook or on Instagram? I don’t know. I was blown away by this, but then I’m like, I don’t know if I would use it either.

Emily: I thought the first I thought of was like, Wow, this is incredible for people who have disabilities and use the internet who might not be able to search around. Maybe they don’t have mobility, but they can use voice or search that way. I thought that would incredibly open doors to a shopping experience.

Jeremy: It’s almost like giving you more information.

Emily: Yeah, it’s more information.

Jeremy: They gave a makeup example or whatever, and it’s like, I don’t know if I would… Let’s just say it was for makeup. I don’t know if I would click a button and be like, What are your top sellers? Maybe.

Emily: Maybe Maybe for gifting. That I might do. Maybe for gifting.

Jeremy: What about that? What if you’re a mom, you’re trying to buy a toy and you get an ad from this toy shop or this toy brand, and you’re like, What is the most popular kids toy in 2025? That’s cool.

Emily: But I don’t know if people use It’s right to your… The fact that your messenger can connect right to your product set is pretty neat because the FAQs aren’t new. We were able to set up that chatbot experience before, but I don’t know if you could directly… If it pull and recommend products based off that. I’m not sure. And then I would assume in order for it to do that, do you think it has to be connected? You have to have your Facebook, Instagram shop connected as well. I feel like that is probably a limitation.

Jeremy: Yeah, even that though. You You can’t check out on Facebook anymore. It’s still just check out from your website. Is it? Okay. Yeah. They discontinued to check out on Facebook, but still there’s a direct connection to your website where you can have it directly add your cart and stuff. I just think it’s… Yeah, they call it It’s like a skill. Edit skill. So the video I showed Emily, you’d be like… It says, you basically give the business concierge instructions, and you basically would have a skill. So it’s like if somebody asked about this, then clarify if they want this or that, and then recommend these products. It seems so cool. I don’t know how or when I’ll use it, but I like knowing that it exists, I guess. I’m thinking if I was grandma or grandpa and I was buying something for somebody I didn’t know a lot about, and it’s like, oh, they like K-pop demon hunters. I’d be like, Who’s the most popular character?

Emily: Oh, man. If you’re my parents on this, you’ve already bought You bought something you didn’t want at this point. You clicked on something. But yeah, no, I think it’s very cool. And what a time to be an e-com advertiser with all that. But also who is going to use it? It’s in Google. But yeah, I don’t know.

Jeremy: We have to see if people are actually going to This is probably going to maybe age horribly then.

Emily: And in a year, everybody’s using this.

Jeremy: It’s really cool. Like I said, I was blown away by it.

Emily: And it’s transformed online shopping because it’s so customized. We’ll see.

Jeremy: Yeah, I think you’re throwing it out. You can talk with the ad. That is wild.

Emily: That is crazy. You have to talk.

Jeremy: You’re not only doing ads, you’re like, there’s levels to it.

Emily: You have to talk like this, but you can talk.

Jeremy: There’s levels to it. Not only are you doing ads, you’re doing ad types, you’re doing creative, you’re doing all these different variations. Now you’re attaching another layer where it’s like, well, what if somebody talks to my ad? I have to consider that, too.

Emily: Oh, man. Now, that’s crazy.

Jeremy: I’m sure when it’s working well, it’s working great. But it’ll be interesting to see if you can attach these to specific ads. I’m sure there’s got to be ways. I would assume there’s not just one way to set this up. But, yeah. We’ll have to play around with it. Yeah, we’ll tell you more. Next.

Emily: We need a follow-up where we’re like, Okay, we actually try this now that it’s available and here’s what we thought. Because some of these are just announced.

Jeremy: We’ll use ChatGPT Atlas and just go through it and be like, All right, which ones do we have to follow up on?

Emily: Yeah, there you go.

Jeremy: Okay, cool. Next thing, TikTok Attribution Analytics. Analytics. So a built-in view that compares conversions and CPA across different click and view windows, helping you select an attribution window that matches your buying cycle. This is cool. Check it out. I don’t have much more to say about it besides that we We like this.

Emily: It’s in there. I saw it was in there. Yeah, they got similar to what Meta released.

Jeremy: Exactly. And then just some other ones. I’ll just hit these quickly. There’s a Snapchat and WordPress integration to sync catalogs. That’s cool. We have mixed feelings sometimes on WordPress, but anything that’s an automatic connection, as long as you can customize it, and like you told me, Emily, always double check all of this. We’ll I’ll try it, see if there’s any other updates in here. I think you like this one. So TikTok launches travel ads. So that’s neat.

Emily: I thought this was interesting. Definitely, you should take advantage of that if you’re a travel advertiser. I know I’ve planned Majority of my last three trips exclusively through TikTok ChatGPT. That’s what I used.

Jeremy: How have you done that?

Emily: I will just basically put in a prompt to ChatGPT saying, Where I’m going, here’s my vibe that I’m I’m looking for, give me some recommendations. Then I’ll take the recommendations they give me, go to TikTok, search them. Then usually the TikTok algorithm there for the next few days will serve me similar. I’ll get on that place’s TikTok I can get some videos. And then from there, I plan my trip. And then I go back to ChatGPT. I’m like, All right, I want to do this, this, and this. Here’s what else we have going on. Make me an itinerary, and let’s do it. And that’s how I’ve been doing it, and it works well.

Jeremy: I do it similar, but I I use YouTube as well. Now that they have shorts, it’s nice. But for instance, if I want to learn about putting in a new lighting picture, a lot of times I’ll go to TikTok and I’ll be like, How do you do this? Because I know usually there’s not going to be any ads, although I’ve seen them in the videos now, which they never used to do that. But I know it’s going to be a short video. To the point. Yeah, and it’s going to be like, This is how you do it. I do think this is cool. And on the topic of the travel ads, I’ve seen these. And they look really nice. I think these are going to work really well for people that are running travel ads. And that’s the Click Brief podcast for October 2025. This episode was edited by Asia Blue and produced by Emily Anderson and me, Jeremy Paki. Emily, any parting words?

Emily: Don’t forget to check out the full Click Brief pod at granularMarketing. Com. And thanks for listening. We’ll see you next month.