Friday, March 7

🌟 Today’s Highlights:

• YouTube is updating its teen safety tools

• Reddit shares insights into maximizing AI adoption

• Effective SEO doesn’t have to be expensive

• 📊 Stat of the Day: 90% of all teenagers use YouTube, a significant increase from TikTok (63%) and Instagram (61%). (Source: Stacked Marketer)

• 💡 Today’s Insight: How to do PPC Keyword Gap Analysis

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💡 Today’s Insight 💡

How to do PPC Keyword Gap Analysis

🗞 TL;DR - You don’t want to make the mistake that a lot of marketers do; sticking to the same set of keywords in your paid search campaigns. It might feel like a safe bet, but users search in numerous ways that you might not even have considered. You may be limiting your campaigns without even realizing it. 

A PPC gap analysis is imperative if you want to expand your reach, find missing keywords, and stay competitive. 

💡 Insight - Search Engine Land broke down how to identify and fill keyword gaps:

1. Keyword tools. Google has a built-in Keyword Planner–a natural starting point for finding additional keywords.

   The tool automatically filters out existing keywords in your account so you can easily see new suggestions. Other third-party tools worth looking into include Semrush, SpyFu, and Answer the Public.

2. Search term analysis. Review existing search terms that match your keywords to identify terms you aren’t bidding on. This gives you a foundation for adding new keywords. If you’re running PPC campaigns on multiple platforms (like Google and Microsoft, for example), include search terms for both, as you’ll likely find unique results for each.

3. Google search console data. Looking through queries in Google Search Console can help flag keywords that drive relevant traffic organically but are not currently in your paid search campaigns. If you’ve linked your Search Console and Google Ads accounts, you can also use the Paid and Organic report to identify keywords you are showing organically but not in paid results.

4. Website content. Use a sitemap to view your site’s hierarchy and find products or categories that you may not be already bidding on related keywords. Your site’s analytics data can point to which pages attract the most views and engagement.

5. Generative AI. Generative AI can be a great tool to help give recommendations. Consider pasting your existing list of keywords into ChatGPT, then describe your brand and marketing, and ask it to provide additional suggestions.

6. Feedback from subject matter experts and customers. Connect with individuals like product marketers, sales teams, and owners in a small business setting to gauge their opinion. Have a set of questions in mind that align with your goals, like what key problems your product solves and the main concerns that customers ask about. These questions can help you uncover new keywords you may not have previously thought of.

⚡️ Today’s Headlines ⚡️

🧒 YouTube announced updates to its teen safety tools. Some takeaways include new safeguards on content involving body image and delinquency, a parental advisory based on viewing history, and more frequent “take a break” reminders.

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🤓 Reddit shared insights into maximizing AI adoption for brands. The 21-page report included three main takeaways for adoption: the technology must be useful, easy to use, and trustworthy.

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