In this week’s digital news, Google Ads is simplifying how advertisers test broad match keywords. Reddit’s new AI-powered tools are designed to help brands tap into the power of community conversations and real-time insights.
Most companies now rely on SEO teams to steer AI strategy, but many marketers feel unsure about AI Overviews and lack cross-team support. Google’s new Preferred Sources lets users customise Top Stories with favourite publishers.
Many SEO teams earn a reputation as blockers by enforcing best practices at the expense of company momentum. While vibe marketing offers speed and scale, it requires a well-structured system with clear workflows, prompt training, and tool integration to avoid off-brand results.
Table of Contents
Google Ads simplifies broad match testing
Google Ads now allows A/B testing of broad match keywords within a single Smart Bidding campaign, removing the need for duplicate campaigns. This built in experiment splits traffic evenly between your original setup and a broad match variant. It applies all campaign level updates to both test arms, ensuring consistency. Available via the Experiments tab or Recommendations, it offers quicker, cleaner insights. However, it is not compatible with portfolio bid strategies. Google recommends running tests for six to eight weeks. This update simplifies a previously complex process, making it easier to evaluate broad match performance with fewer errors and better reporting.
Read more here.
Reddit launches 2 new AI advertising tools
At Cannes Lions 2025, Reddit launched two AI tools under Reddit Community Intelligence to support community based marketing. Reddit Insights provides real time trend and sentiment data, while Conversation Summary add-ons display positive user content beneath ads. Brands like Publicis, Hershey, Lucid Motors, and Jackbox are early adopters. These tools aim to foster authentic engagement and improve ad credibility. Experts call it a genuine innovation for tapping into Reddit’s subcultures. Following the launch, Reddit’s stock rose eight percent. With strong growth and user presence in APAC, Reddit may soon become a more prominent player in social media advertising.
Read more here.
SEO leads as 68% of organisations shift strategies for AI search
With most companies relying on SEO teams to steer AI strategy, there is a divide in those that are making changes immediately (68%) versus those that are taking a ‘wait and see’ approach (57%), according to the latest survey by BrightEdge. Most marketers surveyed said they are cautiously optimistic about AI Overviews (57%), with 20% seeing changes but not knowing where to start, and 4% being in a state of “complete confusion”. The results of the survey did show that the reliance on SEO teams alone to respond to these AI changes (54% of companies asked), leaves teams without a cross-functional support for their AI strategy, as this is higher than all other departments in the survey options combined.
Read more here.
Google tests ‘preferred sources’ to personalise top stories in Search
Google has been testing out a new feature in Search Labs in the US and India, for users to customise their Top Stories section and select their preferred news sources. When preferred sources are chosen, articles from these sources will be more likely to appear in the users’ Top Stories and will be marked with a star icon to clearly show this, or may appear in a secondary “From your sources” carousel beneath the main section.
This new feature builds on Google’s shift towards personalised search and may mean that smaller or newer outlets with a smaller, less loyal audience struggle for visibility alongside well-known publishers. It has been said that this personalisation will not fully replace Google’s algorithmic selections entirely, but it highlights the importance of building brand recognition, audience relationships and consistent content freshness.
Read more here.
Don’t be a roadblock, SEO needs to say yes
Many SEO teams earn a reputation as blockers by enforcing best practices at the expense of company momentum. This creates organisational friction, causing product and marketing teams to launch initiatives without SEO input and reducing SEO’s role to post-launch cleanup. Shift to a mindset that starts with alignment and explores the business need first positions SEO as a strategic partner rather than a gatekeeper.
Read more here.
Vibe marketing is not as easy as it sounds
While vibe marketing offers speed and scale, it requires a well-structured system with clear workflows, prompt training, and tool integration to avoid off-brand results. Tools can generate campaign frameworks in minutes, such as launching a TikTok and Instagram plan under ten thousand dollars, but building the underlying infrastructure demands considerable upfront effort. Marketers remain responsible for curating, refining, and aligning outputs with brand strategy to transform AI into a productive engine.
Read more here.
For more information on any of this week’s stories or for support with your digital marketing efforts, our friendly team would be more than happy to discuss your requirements. Drop us an email to team@modo25.com
