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Digital news to watch: Google & Meta ads slowing down as Amazon & TikTok grow

Happy new year from the Modo25 team! Our team are back with the biggest stories in PPC and SEO. From the infamous ChatGPT making its way into search results to Google and Meta ads slowing down for the first time, here is the first digital news to watch of 2023.

Google and Meta ads slowing down as Amazon and TikTok grow

The big digital players in the market are continuing to battle over an increasingly competitive market as Google and Meta slipped below a combined 50% share for the first time.

2023 is set to be a difficult time for advertisers with a recession looming, combined with reduced consumer spending. Rightly or wrongly, we’re likely to see platforms like Meta continue to lose share with decreasing performance. Channels proven to drive strong results such as Amazon will continue to grow.

Microsoft Bing to include ChatGPT in search results

After a lot of noise about ChatGPT over the last month or so, it has been reported that Microsoft now have plans to incorporate the OpenAI tool into their search results from March this year. The plan is to have the ChatGPT bot be able to provide answers to users in the search results, rather than a list of links. This is hoped to give Microsoft’s search engine an edge over Google.

Marketers are embracing new digital ad platforms

The digital marketing world is getting savvier regarding new technology. It took a decade for retailers to embrace search but future platforms such as retail media are already well ahead of this schedule and set to have a massive year in 2023.

Google’s December updates still rolling out

Google’s search liaison Danny Sullivan reassured SEOs questioning volatility last week that it wasn’t a new update, but the two December updates finishing rolling out.

Due to a break over the holiday season, the December 2022 Helpful Content update (started on the 5th of December) and the December 2022 Link Spam Update (started on the 14th of December) are still finishing rolling out over the first week of 2023.

Digital advertising in 2022 = chaos

It’s hard to describe 2022 as anything but a massive shake-up to the digital marketing world. Meta began to struggle, GA4 is well underway, we’re getting closer to a cookie-less world and influencers became the next big thing. Those that planned well in 2022, are likely in the perfect place for 2023 so they can push forward.

If you would like support with your digital marketing strategy in 2023, whether you’re struggling to get the most out of your PPC ads or you’d like to try something new – like affiliate marketing. Our team of experts will be more than happy to discuss your requirements, send us an email to

Tom Pickard  - Modo25
Tom Pickard
Tom Pickard  - Modo25
Tom Pickard
Senior Performance Marketing Manager

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