In this week’s digital news, Google Ads has fundamentally shifted from keyword-centric targeting to an intent-first model. Google has clarified exactly how Googlebot reads websites, revealing a strict limit on how much information it can digest at once.
Google updated its “Get on Discover” docs, adding page experience guidance and naming clickbait and sensationalism, alongside the February Discover update. Google is rolling out a beta feature in Performance Max that adds built-in A/B testing for creative assets.
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Google Ads no longer runs on keywords. It runs on intent
Google Ads has fundamentally shifted from keyword-centric targeting to an intent-first model. The platform no longer matches ads primarily based on exact or phrase keywords. Instead, AI infers user intent from search context and conversation-like queries, triggering auctions based on why someone is searching rather than what they type. As a result, marketers need to restructure campaigns around user goals and decision stages, grouping by intent rather than specific search terms, to remain effective.
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Googlebot’s strict reading limit revealed
Google overhauls “Discover” feed rules amidst Core Update
Performance Max built-in A/B testing for creative assets spotted
Google is rolling out a beta feature in Performance Max that adds built-in A/B testing for creative assets. This lets advertisers split traffic between two sets of assets within a single Performance Max asset group and measure which creative combinations perform better, all without needing separate campaigns. The controlled experiments provide clearer insights into creative impact, helping marketers optimise with data instead of guesswork.
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Google overhauls “Discover” feed rules amidst Core Update
Ebay hints at video ads and new features coming soon
eBay is navigating a busy and somewhat unsettled period. Marked by renewed leadership turnover in Risk and Compliance following Ryan Jones’ departure. Alongside a wave of product, policy, and platform changes. The company quietly updated its Marketing Terms, signalling upcoming video ads, item comparison tools, and deeper ad monetisation. Moves that may increase costs for sellers using Promoted Listings. At the same time, eBay is expanding eBay Live into France and Italy to compete with rivals like TikTok and Whatnot, launching a new monthly seller webinar series, sunsetting the eBay Mastercard in 2026, and testing (then seemingly pulling) automated price reduction tools, leaving sellers seeking clarity.
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The Winter Olympics provides a platform for brands to elevate their global status
The Winter Olympics gives brands a rare chance to reach global audiences at scale and boost credibility through sports association. Research shows 57% of Italians link sporting events to greater brand credibility. While 56% of US viewers and 52% of Canadian viewers are more likely to notice brands that advertise in sports. Standing out remains difficult since Coca-Cola was the only Paris 2024 sponsor to achieve double-digit unprompted awareness at 21%, while the average sponsor scored 4%. Luxury and fashion brands use athlete partnerships and team outfitting to build lifestyle relevance. The event supports the shift in luxury toward experience, wellness, and emotional value instead of product focus.
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