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Digital news to watch: Can small retailers compete in a fragmented retail media landscape?

Good afternoon and welcome to Modo25’s digital news to watch – all the stories that matter in the marketing world today, direct from our SEO and PPC gurus. In this week’s news, Google have added lots of new changes to their ads platform, how to use ChatGPT for keyword research and can smaller retailers compete in a fragmented retail media landscape?

Google Ads testing new design to improve workflow 

Google is currently testing a ‘streamlined’ interface update on a small number of Google Ads accounts. From the initial screenshots, this brings the Ads interface closer to GA4 with more side menu navigation and multiple levels with less focus across the top. Additionally, Google is updating the font to match their new self-branded font rather than Roboto. It has been a while since Google last tinkered with the Google Ads interface in any significant way, and end users will be looking forward to seeing speed updates and general workflow improvements over the next few months.

How to use ChatGPT for keyword research

You’ve heard us talking about ChatGPT and AI for a while now, and we’ve learnt a few things. It’s a huge time saver but you have to ask the right questions and prompts, in order to get the best out of it. If you’re in SEO, you might have used this tool for content writing but have you used it for keyword research? Search Engine Land has shared a framework on how to conduct this type of research through ChatGPT. Here are a few of their suggestions:

  • Check any keyword suggestions against search and competition data to confirm you’re not spinning your wheels on subjects that don’t make sense for your site and your bandwidth.
  • If you’re asking the tool to analyze something, take the output with a grain of salt. Remember that ChatGPT could be wrong, cannot crawl URLs and has an outdated data set.

User access management changes in Google Ads

GA4 audience builder is set to be integrated into Google Ads, with new ‘cross-product management’ allowing Google Ads itself to be given specific permission to access data from GA4. Rather than users needing to have access to both GA4 and Google Ads, Google Ads itself will be able to receive access to audiences and other data in GA4. This makes management of multiple platforms and users simpler although in practice usually those managing Google Ads will have GA4 access anyway. It’s clear that Google are focusing on a tighter integration between its platforms with GA4 being the hub that the others connect to.

March 2023 Google Webmaster Report

Search Engine Roundtable has shared their Google webmaster report for March 2023 where they cover all the most important things that happened with Google search over the past month. The highlights include the Google product reviews update and a few unconfirmed updates. Of course, the Google Bard teaseAI content guidelines for Google Search, and so much more. An ideal roundup of all the latest SEO news for any marketer.

Can small retailers compete in a fragmented retail media landscape?

Is retail media only for the Amazon’s of this world or can the smaller retailers compete as well? As one of the fastest-growing digital channels and set to grow again in 2023, smaller retailers are starting to formulate plans for how they can get involved. In this article, the discussion is around smaller brands joining networks so advertising can be consolidated in one place rather than fragmented across multiple small retailers. We think networks are a great way to test the water in retail media but we also think there’s going to be an opportunity later down the line similar to influencers. As big brands such as Tesco, Walmart and Target become saturated, advertisers will look for higher performance in more niche areas and this is where smaller brands will come in.

For more information on how we can help you compete in a challenging online market, get in touch with our team of digital marketing specialists by sending us an email to 

Kylie Moody - Modo25
Kylie Moody
Kylie Moody - Modo25
Kylie Moody
Kylie is an SEO Account Manager at Modo25. Kylie has 3 years of experience in SEO, working on overall strategy as well as on-page, technical and content recommendations for a range of retail and B2B clients.

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