March: AI traffic growth, TikTok’s ROI win and Google teases ‘AI Mode’ ads

With AI anxiety at its peak, search marketers get some relief in March as referral traffic from ChatGPT, AI Overviews and other AI search experiences increases. Meanwhile, TikTok tops the list of channels for ROI while Google teases the prospect of ads in its new AI Mode – plus new features for Google Shopping and Business Profile. Here’s the marketing news that matters most in March 2025.

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Referral traffic from ChatGPT and AI engines growing

As generative AI’s impact on search increases, concerns over traffic volumes and content ROI are also growing. This is compounded by search features like Google’s AI Overviews and their impact on zero-click searches. The silver lining is that referral traffic from ChatGPT and AI search tools is rising.

ChatGPT is the top source of AI referral traffic across all verticals. Some agencies report a 123% increase in referral traffic from the platform during the previous six months. The Atlantic also reports an 80% increase in traffic from ChatGPT and many publishers report similar increases.

AI traffic from Gemini and other Google sources, plus new AI search engines like Perplexity, are also increasing but to a lesser extent.

chatgpt sources

Why should you care?

Despite the increases, we’re still talking about very low total traffic volumes here. If you’re losing significant traffic to AI Overviews and zero-click searches, traffic from ChatGPT isn’t going to make up the numbers – not yet, anyway. However, it’s reassuring to see more users clicking through from AI search experiences to seek further information from original content.


Google AI Overviews sending more traffic to YouTube

Sticking with the theme of AI referral traffic, Google AI Overviews are sending more traffic to YouTube. Following a 21% increase in January 2025, YouTube traffic from AIOs increased by 36.66% from January to February.

The top keywords and topics citing YouTube videos in AIOs include:

  • 31.2% – Instructional content, including 22.4% for “how-to” queries alone
  • 28.5% – Visual demonstrations, eg: physical techniques, style guides, etc.
  • 19.7% – Verification/examples, including product comparisons, visual proof, etc.
  • 8.2% – Current events, especially breaking news and live coverage

Healthcare and eCommerce top the list of industry prevalence of YouTube citations in AIOs:

  • Healthcare: 41.97%
  • eCommerce: 30.87%
  • B2B Tech: 18.68%
  • Finance: 9.52%
  • Travel: 8.65%
  • Insurance: 8.62%
  • Education: 3.87%

Why should you care?

These insights are particularly helpful for brands running their own YouTube channel. They reveal which videos are showing in AI Overviews and the kind of information users are clicking through to access. This helps you size up the potential opportunity of optimising for AI Overviews. It also provides further evidence of users clicking through to sources in AIOs, which might help reassure some of the wider concerns about AI in search.


Study: TikTok Ads achieve highest immediate ROI

The latest insights from Dentsu show that TikTok ads deliver the highest short-term ROI among the top advertising platforms and channels.

The report compares TikTok Ads to TV, radio, Google Ads, YouTube and other paid social platforms. TikTok delivers the highest short-term ROI and total ROI with above-average returns in the long term.

tiktok ROI

Why should you care?

TikTok continues to demonstrate its importance as a marketing channel. Where social was once considered a top-funnel channel, TikTok is redefining the role of social advertising, especially in driving conversions in those high-ROI, bottom-of-the-funnel moments.


Google explores ads for new AI Mode

Google has confirmed to Adweek that it will explore bringing ads into its new AI Mode. As we covered in our previous news roundup, Google is testing a new AI Mode in search that allows users to enable a conversational, ChatGPT-like experience. Now, Google is suggesting it will actively test ads in AI Mode, based on its findings from showing ads in AI Overviews.

Google AI mode

Why should you care?

The news that Google will explore ads in AI Mode has divided opinion among marketers and advertisers. Many argue ads will feel more intrusive in AI Mode than the existing implementation of ads in AI Overviews. Meanwhile, the obvious comparisons with ChatGPT could impact the public perception of AI Mode before it even catches on.


Google Shopping teases immersive AI features for fashion and beauty

Earlier this month, Google rolled out a new set of AI tools for Google Shopping. The features incorporate VR and generative AI technology to help users explore, find and virtually try out clothing and makeup looks. The three new tools are:

  • Expanded virtual clothing try-on: An expanding virtual try-on experience for clothing products, including different sizes and fits.
  • Vision match: Google generates AI outfits to match user queries and shows similar shoppable products.
  • Virtual makeup try-on: Users can test celebrity makeup looks using VR and combining multiple product types.
AI features for fashion and beauty

For more information on these new features, take a look at the official announcement from Google’s Vice President of Product Management, Lilian Rincon.

Why should you care?

Google’s latest AI features shorten the gap between inspiration and purchase. If users can’t find the perfect look or item of clothing, Google can generate looks matching their description and source the closest possible matches with real, shoppable products. When people find a celebrity outfit or makeup look they like, they can virtually try on different items of clothing and multiple makeup products to recreate the style they’re after.


Google launches QR codes for easier local business reviews

Google has implemented a new QR code system in Business Profile, which allows customers to quickly scan and leave a review. All you have to do to activate the QR code is:

  1. Log in to your Business Profile on desktop
  2. Click the “Ask for reviews” icon
  3. Right-click on the QR code and select “Save image as” to download and print your QR code
https://twitter.com/GoogleMyBiz/status/1896974056391631161

You can add your QR code to signs, posters, business cards or anything you want. For example, you might place a sign at the till, a poster on the inside of exits or add the QR code to tables.

Why should you care?

Positive reviews are one of the most important assets for local businesses and anything that makes it easier for customers to leave reviews is a positive step.


Making sense of the latest marketing news

If you’re worried about any of the latest marketing news, we’re always here to help you make sense of new developments and adapt your strategy, if necessary. Call us on 023 9283 0281 or send us your details below to speak to our team.

Lee Wilson profile picture
Lee Wilson

Lee has been working in the online arena, leading digital departments since the early 2000s, and oversees all our delivery services at Vertical Leap, having joined back in 2010. Lee joined our company Operations Team in May 2019. Before working at Vertical Leap, Lee completed a degree in Business Management & Communications at Winchester University, headed up the online development and direct marketing department for an international financial services company for ~7 years, and set up/run a limited company providing website design, development and digital marketing solutions. Lee had his first solely authored industry book (Tactical SEO) published in 2016, with 2 further industry books being published in 2019, and can be seen regularly expert contributing to industry websites including State of Digital, Search Engine Journal, The Drum, plus many others. Lee has a passion for management in the digital industry and loves to see the progression of others through personal learning, training and development. Outside the office he looks to help others while challenging himself, having skydived, bungie jumped and abseiled (despite a fear of heights) with many more fundraising and voluntary events completed and on the horizon. As a husband and dad, Lee loves to spend time with his family and friends. His hobbies include exercising, trying new experiences, eating out, playing countless team sports, as well as watching films (Gangster movies in particular – “forget about it”).

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