Hi and welcome back to another edition of The Keyword.

Google announced a new Search Console feature that lets brands and creators track how their social and video content performs on Google.

Until now, Search Console measured your website.

Now it measures how often your Instagram, TikTok, X, and YouTube posts are shown on Google too.

— Kole
_{editing The Keyword // building Wilow (meta ads creative tool)}

P.S. I just made my own public version of the Meta Ads Library. You can see:

It’s free + no login required: trywilow.com/meta-ads-library

Search Console has always been where you measure your website's performance on Google. This week it became a place to measure your social posts too.

The release shows how much Google's results have changed. Nearly 10% of the top 10 organic results on Google now come from non-website platforms: social media, forums, and video sites.

'Platform properties' let any brand or individual creator add Instagram, TikTok, X, and YouTube accounts to Search Console.

Search Console will show impressions and which posts drive the most traffic from Google to the social post. It also shows the exact search queries that bring people to your content, the same way it does for websites.

So soon you'll be able to see whether your Instagram, YouTube or TikTok content surfaces in Google results, which specific posts earn that traffic, and what people typed into Google to find them.

You have more tools than ever. So why does it feel like critical context is still
missing? HubSpot's 2026 Essential Apps for Marketers collection brings together 14 apps across creative, ads, events, and more — so the context you need travels with every campaign, decision, and handoff.

Google is testing inserting its own AI-written summaries beneath sponsored copy. The summaries appear directly under the ad description and carry a disclaimer that the AI text is generated independently and can make mistakes.

Advertisers running Meta Sales campaigns will hand over a product feed and raw creative instead of building each ad, with the platform's AI deciding which product and format every viewer sees. That makes feed quality, the titles, prices, availability, and descriptions behind each item, a primary factor in how ads perform and where products surface across Meta's shoppable experiences.

OpenAI is staffing up to build a full range of ChatGPT ad formats, which would give advertisers more creative options. New job roles showed how the company is planning new text, image, video, native, conversational, and interactive formats.

For advertisers, TikTok is leaning into campaign management via AI agents, with a marketplace of prebuilt Skills that automate campaign setup, creative, reporting, and catalog work inside the AI tools they already use.

Reddit advertisers can now validate which campaign strategy works before scaling budget, using a self-serve A/B testing tool built directly into Ads Manager. Split Testing runs two flights with one changed variable, divides the audience at the user level, and declares a winner once a variant reaches 65% statistical confidence.

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You’re caught up
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