Since November 2022 and the release of Chat GPT to the public, talk (and use) of AI has exploded.
Google in particular has used AI to support growth on a Google Ads account for a decade; from its systems analysing millions of signals to determine whether an ad is right for a user at each search auction to bidding strategies determining which bids to target users at, it’s nothing new to your average Paid Searcher.
But just because AI and automations aren’t new doesn’t mean that how they’re being used isn’t evolving – because it is, faster than ever. How marketers are being pushed to rethink long-standing strategies and adapt to a more dynamic advertising ecosystem is becoming ever more the norm.
AI Is Changing The Marketing Landscape
AI has rapidly transitioned from a helpful tool to the engine powering strategies, analysis and now even ad and campaign creation – with the likes of Microsoft’s Co-Pilot being able to analyse changes to performance in seconds and Google’s AI Max campaigns personalising ad copy and user experiences. New ‘Product Studios’ are allowing marketers who are lacking a media department to create beautiful images and videos for Product Listings, P.Max and Search Ads with just a few prompts.
Instead of manually managing thousands of variables, marketers are becoming strategic directors—guiding algorithms with better data, clearer goals, and stronger creativity.
2. The Role of the PPC Marketer Is Changing
A major PPC trend is the shift away from manual optimisation. Ten years ago, PPC specialists spent most of their time adjusting bids, ad schedules, and device modifiers based on performance data. Today, Google’s automation handles much of that work, and this trend is accelerating.
The modern PPC role focuses on what algorithms can’t do alone: ensuring flawless tracking, improving data quality, supplying strong customer match lists, and optimising product feeds. Strategic oversight and brand differentiation now matter more than manual tweaks. In 2026, the most successful PPC marketers will be those who excel at feeding automation better data and direction.
3. Search Queries Are Changing Search behaviour is undergoing its biggest shift since mobile. With ChatGPT-style assistants, voice search, and generative search experiences, users are asking longer, more conversational questions – and expecting instant, contextual answers. Instead of short keywords, search queries often resemble full sentences or multi-step prompts. This is impacting how platforms interpret intent and how ads are triggered. Marketers need to embrace broader match types, richer content feeds, and query-level insights that reflect real human language.
Long-tailed keywords have, as a result of this shift, seen a rise in CPC’s in recent years, with 15% of customer queries being brand new, never seen before by Google.
4. Changes to User Buying Behaviour
With rising living costs, many consumers – including middle- and upper-class households – are becoming more budget-conscious. The growing popularity of value-driven retail platforms has led a substantial portion of shoppers to seek bargains over brand names.
This shift means even price-sensitive audiences may convert when they perceive good value. For PPC, this creates an opportunity: targeting cost-conscious buyers with compelling offers, budget-friendly messaging, and value propositions – not just premium benefits.
What This Means for 2026:
Marketers who are adaptable, creative and have a deep understanding of audience intent will be rewarded. Success will depend on three core capabilities:
Feeding AI high-quality data to help platforms learn faster and perform better.
Using AI to analyse data – it can analyse in seconds performance changes and highlight areas for improvement which would take the average marketer hours.
Optimising for conversational search by aligning landing pages, ad copy, and product feeds with natural-language queries.
Working in a B2B environment requires a different mindset from traditional consumer marketing. Decisions take longer, multiple stakeholders get involved, and the path to conversion is rarely linear. To succeed, your marketing strategy needs to be precise, value-driven, and built around the needs of real businesses, not just individual buyers. In this blog, we’ll break down three essential tips that can help you generate stronger leads, create more meaningful engagements, and ultimately drive higher-quality conversions in any B2B setting. Let’s dive in.
Create Relevant, Conversion-Focused Landing Pages
Make sure your landing page matches the tone and message of your ad. That way, visitors feel like they’re in the right place the moment they click through.
Focus on what really matters to your audience: the business benefits, ROI, and your unique selling points. Show them real proof of your value with testimonials, case studies, or even client logos to build credibility and trust.
Use clear, action-driven CTAs like “Schedule a Demo” or “Get a Quote.” Keep your forms short and simple, but include a few key qualifying questions (like company size or basic criteria) to help ensure you’re getting the right leads.
Track Quality Leads & Support Long B2B Cycles
B2B sales cycles are longer than B2C and involve multiple decision-makers, so focus on lead quality over immediate sales.
Integrate CRM data and offline conversions into Google Ads to track qualified leads and opportunities.
This ensures campaigns optimise for high-value leads and provide accurate performance data.
High-Intent Audience Targeting & Ad Scheduling
Reach people by job title, industry (e.g., healthcare, tech, finance), company size, and location (region, country, city) to ensure the right businesses see your ads.
Use ad scheduling to reduce spend on weekends or outside business hours if target companies operate mainly on weekdays.
This maximises efficiency and minimises budget waste.
Creating content takes time, so it makes sense to get the most mileage out of each piece. One well-crafted blog, video, guide, or report can be broken down into several different marketing assets. Here’s how to do it, step by step.
1. Pick a pillar piece
Start with something substantial: a blog, video, webinar, or guide that’s packed with insights your target audience will care about and is relevant to your service/product. This is your main piece, the one you’ll repurpose into smaller formats.
2. Social media assets
From your pillar piece, you can create:
Quote cards with key stats or tips
Carousel posts breaking down step-by-step advice
Short video clips highlighting key points
“Did you know?” posts with interesting facts
Polls or questions inspired by the content
Each post links back to the main piece (the most detailed one), driving traffic and engagement.
3. Visual assets
Turn insights into visual formats:
Infographics or charts summarising data
Slide decks for LinkedIn or presentations
Custom graphics for Instagram or Twitter
Visuals are shareable, easy to digest, and help your content reach more people.
4. PR and thought leadership
Extract data or insights to create press angles or thought leadership pieces. Journalists love stats, trends, or expert commentary; your pillar content can supply all three.
5. Extra Formats
Think creatively:
Turn blogs into podcasts or audio snippets
Create downloadable checklists or templates
Build mini-guides or educational content from sections of the pillar piece
By breaking down one piece of content across these channels, you can easily create several distinct assets. Each asset reinforces the original message, reaches a different audience, and increases your content ROI.
Repurposing isn’t about working harder; it’s about working smarter. One strong piece of content can fuel your marketing for weeks, giving you consistent, high-quality material without having to start from scratch every time.
Google’s new &num=100 update, rolled out in mid-September 2025, is having a substantial impact on SEO tracking tools, data accuracy, and reporting metrics. In short, Google has disabled the function that previously allowed users and crawlers to view up to 100 organic results on a single search page.
With this change, both marketers and SEO platforms are now limited to viewing only the top 10 results per query. As a result, tracking tools can no longer record rankings beyond the first page of search results, ultimately reshaping how keyword performance and visibility are reported.
SEO professionals are already noticing significant data fluctuations across major platforms:
Ahrefs – Keywords ranking beyond position 10 will no longer be tracked accurately. These terms will now appear as “100+” or “Lost,” leading to sudden drops in reported keyword counts.
Google Search Console (GSC) – Many users are seeing sharp decreases in impressions, not because of an actual performance drop, but because data from deeper results can no longer be collected or displayed.
What This Means Moving Forward:
While the update is inconvenient, it’s crucial to understand that the drop in reported data doesn’t reflect a real decline in traffic or rankings. Your pages still exist in those positions; it’s just that the tracking visibility has simply been restricted.
This update will require a shift in how we analyse and communicate SEO performance. Reports and dashboards may appear to show declines post-September 2025, so it’s vital to set clear expectations with clients and stakeholders.
Moving forward, greater emphasis will be placed on the top 1-10 keyword positions, traffic, and conversions. SEOs should review the tools and metrics they rely on, refine reporting structures, and focus on what truly drives value, measurable visibility and meaningful performance.
Digital PR is a modern approach to public relations that focuses on building a brand’s online presence through strategic outreach, content creation, and relationship building with high-authority websites and influencers. Unlike traditional PR, which centres on media coverage, digital PR aims to generate valuable backlinks, improve search engine rankings, and enhance brand visibility across the web.
For companies, understanding digital PR is essential because it directly impacts their SEO success and overall digital reputation. High-quality backlinks earned through digital PR signal to search engines that a website is trustworthy and authoritative, helping improve rankings on search engine results pages (SERPs). This, in turn, drives more organic traffic and potential customers.
Moreover, digital PR helps companies build meaningful relationships with key online publications and influencers, increasing their reach and credibility. In an increasingly digital world, leveraging digital PR is critical for businesses to stand out, attract more visitors, and grow sustainably over the long term.
In 2024, the typical Ahrefs Domain Rating (DR) for digital PR coverage averaged 61 (Reboot).
The average domain authority achieved through digital PR is notably higher than that of many other link-building techniques, which is why more brands are investing in digital PR services as 2025 approaches. Analysis shows that over 20% of backlinks obtained fall within the strong DR 70-79 range, making it the most common category. Additionally, around 16% of backlinks are in the mid-level DR 50-59 range, while nearly 8% boast a very high DR of 90 or above, about 28% more than those with a DR below 30. These findings demonstrate digital PR’s effectiveness in securing high-quality, authoritative links that can significantly boost SEO performance.
In 2024, the BBC website was the UK’s leading online news source, with nearly 59% of people using it to access news. (Statista)
In 2024, the BBC website stood out as the most frequented online news platform in the UK, attracting nearly 60% of users for their news consumption. Meanwhile, approximately 20% of the population primarily relied on Sky News or The Guardian/Observer, with The Daily Mail close behind at 19%. In contrast, the US showed a more balanced distribution among online news sources that year, with local TV news leading for just over a quarter (28%) of viewers, closely followed by Fox News at 27%.
The typical Ahrefs URL Rating (UR) for digital PR content hovers around 11 (Reboot Online).
A deeper dive into digital PR backlink data from 2024 shows that the average Ahrefs URL Rating (UR) for coverage sits at approximately 11. Notably, nearly one-third (32.96%) of the backlinks earned fell within the 13-15 UR range, while over a quarter (28.81%) were rated between 10 and 12.
Subject lines in digital PR campaigns that included questions experienced a 13% drop in open rates compared to those without questions (Reboot Online).
Analysing over 1,000 subject lines, Reboot Online discovered that digital PR emails sent to journalists showed distinct patterns in open rates. Subject lines framed as questions saw about a 13% decrease in opens compared to non-question formats. Including keywords like ‘data,’ ‘study,’ or ‘survey’ only boosted open rates marginally by 1%. Similarly, listicle-style subject lines offered just a 1% increase over others. However, subject lines featuring buzzwords, such as celebrity names, events, or special dates, performed significantly better, driving about a 12% higher open rate. The most effective subject lines typically contain between 4 and 8 words, with the ideal length ranging roughly from 4 to 11 words.
The global PR market is valued at over $106 billion (Super Links).
Data shows that the global PR market is currently worth more than $106.93 billion and is projected to expand at a compound annual growth rate of 6%, reaching $144.28 billion by 2028.
Platforms used to store media lists (Super Links).
Media lists play a crucial role in digital PR efforts by helping pinpoint and connect with the most relevant journalists and media channels, thereby boosting the likelihood of gaining press coverage and expanding audience reach.
Response rate to PR pitches is 3.15% (Root).
Analysis of 425,000 PR pitches sent to journalists in Q4 2023 reveals an average response rate of just 3.15%, equating to roughly 13,000 replies. Among those that did get a response, 70% came within the same day, with nearly 60% answered within four hours. Additionally, over 83% of responses arrived by the following day. Most news stories stemming from these pitches (65.2%) were published within three days of the initial outreach.
87% of journalists prefer to receive pitches via email (Root).
An overwhelming 87% of journalists favour email as their preferred method for receiving pitches, while fewer than 4% opt for any other communication channels.
According to 60% of PR professionals, media relations management is getting harder compared to this time last year (Bluetree Digital).
Every month in the UK, 8020 Google searches include the keyword ‘digital PR’ (Energy PR).
Important components in securing coverage with a pitch (Superlinks).
Types of media commonly used for pitching (Superlinks)
When launching a digital PR campaign, various media channels are typically targeted. Digital and online platforms dominate, with a striking 90% of respondents frequently using them for pitches. Traditional outlets like magazines and newspapers still play a significant role, with 66% and 63% of respondents respectively including them in their strategies. Television and podcasts also remain influential, cited by 52% and 50% of participants as key components in their media outreach efforts.
A little over half (54%) of digital PR professionals typically send follow-up emails within 3 to 6 days following their initial contact. (Superlinks)
The overwhelming majority (92%) of digital PR professionals surveyed prefer to keep their pitch emails concise, typically limiting them to 300 words or fewer to capture journalists’ attention quickly and effectively. In addition to crafting brief initial pitches, just over half (54%) of these professionals aim to send follow-up emails within a window of 3 to 6 days after their first outreach. This approach balances persistence with respect for the journalist’s time, increasing the chances of securing a response without overwhelming the recipient.
Around 61% of PR professionals reported using or planning to explore generative AI technology (Superlinks).
This means that a majority of PR professionals, around 61%, are already incorporating generative AI tools into their daily tasks or are planning to do so in the near future. Generative AI can help automate content creation, improve communication, and streamline various PR activities, making it a valuable resource in the industry.
More than 50% of PR agencies struggle when trying to obtain responses from journalists (Superlinks).
More than half of PR agencies experience difficulties when trying to get responses from journalists. This challenge can slow down or even halt their efforts to secure media coverage, as timely communication is crucial for pitching stories and building relationships. Journalists often receive a high volume of pitches daily, making it harder for PR professionals to stand out and get noticed. This lack of response can lead to missed opportunities for brands to gain publicity and negatively impact the overall effectiveness of PR campaigns.
E-commerce refers to the process of selling goods or services across international borders from a business’s home country, typically where it was founded or incorporated. These transactions are carried out through digital platforms, allowing companies to reach and sell to customers in overseas markets (Shopify).
Key benefits of international e-commerce include (Shopify):
Simplified entry into global markets
Faster identification of demand and market alignment
Reduced B2B sales timelines
Accelerated growth of brand presence worldwide
Fewer obstacles to market entry compared to traditional expansion methods
With the UK leading Europe in both advanced infrastructure and profitability within the e-commerce sector, online shopping has firmly established itself as the standard for consumers nationwide. By 2024, the number of e-commerce users in the country is projected to reach around 50 million, making non-digital shoppers a clear minority (Statista).
70% of consumers anticipate personalised experiences (Limely).
Personalisation is becoming a major priority for consumers, with projections indicating that by 2025, 70% will expect tailored experiences. Shoppers want brands to understand their purchasing behaviours, favourite products, and style choices, and to offer customised search results on e-commerce platforms. To keep up with these rising demands, it’s essential to implement advanced features like intelligent search, dynamic product recommendations, and AI-driven tools that enhance the shopping experience and meet customer expectations effectively.
UK e-commerce is rebounding after a pandemic-driven surge and a brief decline (Statista).
In 2020, following the coronavirus pandemic, internet retail sales in the UK surged by 47 per cent, the fastest growth seen in the past decade. However, this rapid increase was followed by a decline in e-commerce retail sales in 2022, likely due to inflation and other global challenges. Despite this setback, 2023 has shown signs of recovery, and e-commerce revenue in the UK is expected to continue growing steadily across all sectors in the years to come.
Fashion remains the largest e-commerce sector in the UK (Statista).
Online retail is especially dominant in the fashion sector, which consistently generates the highest revenue among all measured categories each year. According to the latest government data, more than a quarter of retail sales in textile, clothing, and footwear stores come from online channels. Following fashion, food, and consumer electronics are the next top-grossing categories, with major brands like Tesco, Just Eat, Amazon, and Apple leading their industries.
By 2033, social commerce is projected to grow to $13 trillion (Limley).
Social commerce is poised for explosive growth, expected to soar from its current $1.2 trillion valuation to a staggering $13 trillion by 2033. This massive expansion underscores the critical role social commerce will play for e-commerce brands in the near future. If your business hasn’t integrated social commerce strategies yet, now is the perfect moment to act. The rise of platforms like TikTok Shop and the booming success of Instagram Shopping offer compelling proof of their potential. And if that isn’t enough to convince you, these impressive figures certainly should be the motivation to dive in and capitalise on this rapidly evolving landscape.
Facebook ranks as the leading social media platform for social commerce transactions (Forbes).
With so many social media platforms available, not all are equally effective for online selling. Around 51% of survey participants reported using Facebook for online purchases, so it’s important to consider this when choosing which platforms to focus on.
UK E-commerce statistics by geographic location (Space and Time).
As shown by the graph, people in the South West, Scotland, and the North East show a stronger preference for buying products online (Space and Time).
The UK has nearly 60 million e-commerce users (Space and Time)
Space and Time analysed e-Commerce Trends Over Time in the UK and found that in 2023, the UK had nearly 60 million e-commerce users, a number expected to grow by an additional million by 2025. This growth underscores the UK’s position as the third-largest e-commerce market in the world, following only China and the USA.
Search Engine Results rank the highest percentage of UK audits (Space and Time).
Method
Percentage of UK audits
Search engine results
37.88%
Friends or family
34.01%
Social media ads
23.00%
Recommendations from online retailers
18.94%
I never discover or purchase new products.
16.56%
Email newsletters
14.13%
Influencer indorsements
9.32%
Other
2.48%
As you can see, they found that:
Search engine results lead the way, with 38% of people citing them as their primary method for discovering new brands or products, emphasising the crucial role SEO plays for e-commerce businesses. Despite the rise of digital marketing, over a third of consumers still rely on recommendations from friends and family, proving that word of mouth remains a powerful influence. Social media ads help about 23% of shoppers find new products and brands, while email newsletters are a key discovery tool for 14% of UK adults. Additionally, nearly 10% of people consider influencer endorsements when exploring new options.
About 70% of Gen Z are eager to shop directly on TikTok, showcasing its rising role in youth commerce (Limely).
TikTok Shop has quickly emerged as the go-to shopping platform for Gen Z, with over 70% of this generation either willing to or already purchasing products directly through the app. If you haven’t explored TikTok Shop yet, now is a good time to consider it. Alternatively, hosting live streams on TikTok to showcase your products can be an effective way to engage Gen Z and drive traffic to your e-commerce site. This approach can also help you gain insights and build familiarity with the platform before fully committing.
In 2025, Smartphones made up almost 80% of all global visits to retail websites (Statista).
One of the most prominent trends in e-commerce is the surge in mobile device usage. By 2025, smartphones accounted for almost 80% of all retail website traffic globally and were responsible for the majority of online purchases, surpassing desktops and tablets. As mobile adoption continues to accelerate, particularly in regions with limited access to traditional digital infrastructure, mobile integration is set to play a key role in shaping the future of online shopping. Mobile commerce is especially dominant in Asia, where countries like China and South Korea generate over 70% of their online sales through mobile devices.
As of 2024, Amazon was the e-commerce Market leader (Statista).
Online shoppers today have a wide range of digital platforms at their fingertips for browsing, comparing, and purchasing products or services. While certain sites are tailored to serve business-to-business (B2B) needs, everyday consumers also have access to an expansive online shopping landscape. As of 2024, online marketplaces dominate global e-commerce sales, with Amazon topping the list as the most visited platform worldwide.
46% of retail professionals believe AI will improve visibility across the entire supply chain (Shopify).
Global supply chains are complex systems that stretch across numerous countries and involve a wide range of suppliers, manufacturers, and logistics providers. The COVID-19 pandemic revealed just how fragile these networks can be, underscoring the urgent need for more adaptable and resilient supply chain solutions.
Artificial intelligence is increasingly viewed as a key tool in addressing these challenges. With its ability to analyse large volumes of data in real time, AI offers retailers greater visibility and control over their supply chain operations. This includes monitoring inventory levels, anticipating disruptions, and optimising the movement and delivery of goods for maximum efficiency.
One in four online shoppers abandon their cart when prompted to create an account during checkout (Forbes).
Although offering customers the option to create an account on your website can be beneficial, making it mandatory can drive potential buyers away. Many shoppers prefer the convenience of guest checkout and may abandon their purchase if forced to register, as they want to avoid the extra steps of setting up a username and password. Forcing account creation risks losing sales to competitors with smoother, quicker checkout experiences.
In 2022, e-commerce fraud resulted in losses totalling $41 billion (Forbes).
E-commerce fraud involves deceptive activities on online shopping platforms, like purchasing with stolen or counterfeit credit cards. In 2022, such fraudulent actions caused e-commerce retailers to lose approximately $41 billion in revenue.
The discovery of new eCommerce brands and products differing by gender.
Women tend to place greater trust in recommendations from friends and family, with 37% saying they value this input compared to 31% of men. Additionally, women are more receptive to social media advertising, with 27% influenced by such ads, while only 19% of men report the same. This highlights a notable difference in how men and women respond to social influence and online marketing.
We are over the moon to announce that we won SIX UK Search Awards at the event last Wednesday – a great way to finish off a record year in 2024! 🎉
On the night we took home:
🏆 Best Small PPC Agency 🏆 Best Small Integrated Agency 🏆 Best SEO Agency (Silver) 🏆 Best Use Of Search (Healthcare) – Patient Claim Line 🏆 Best Low Budget PPC Campaign – Salt Of The Earth 🏆 Best Use Of Search B2C (PPC) – Salt Of The Earth
2024 has been a great year for us as we continue to grow from strength to strength, improving partnerships with our existing clients while growing each of our departments in turn so it’s great to have been recognised in particular for the agency awards which are testament to this.
It was a great evening all round and we are already looking forward to 2025!
There’s no question that in the past year platforms like ChatGPT have dramatically reshaped how digital marketing can be done. Once purely a narrative element of science fiction films, artificial intelligence is now used in tools we use everyday – from e-commerce chatbots, to the virtual assistants on our phones.
As AI continues to become more prevalent in our daily lives, we’re increasingly hearing about the risks it poses to jobs in various sectors. But while many people working in Digital PR and SEO see AI as a threat, it can actually be a valuable tool, when used correctly. AI tools can support a Digital PR strategy in countless ways. They have the ability to automate time-consuming tasks and improve the efficiency of your creative process.
This post will explain some of the different ways AI can support a Digital PR strategy, and provide some useful tips for those looking to try it out.
1. Brainstorms
Tools like ChatGPT and Bard can help in various ways with your Digital PR ideas brainstorm. Whilst you probably won’t have the best luck just asking the AI straight up for fully-formed ideas, it can help you to be creative when given the right prompts. Simply asking an AI assistant for campaign ideas will come up with the same old regurgitated concepts. Instead, we recommend using it as a starting point for ideas for you to springboard from. We use AI to come up with icebreakers for the start of a brainstorm, for interesting talking points, and to help us build out a mindmap. Used correctly, tools like ChatGPT can spark new paths of exploration and allow us to explore problems from a variety of angles.
2. Surveys
Integrating AI into survey planning can help you streamline the process and ensure that your surveys are effective in capturing meaningful data for your campaigns. An AI assistant can suggest potential survey questions, or refine your questions for greater clarity. It can suggest inclusive language and recommend questions that resonate with diverse demographics, making your survey more comprehensive. Plus, we use AI to assist our ideation of survey topics, and it can even recommend effective formats that will resonate with your target audience. Remember though that a survey generated by AI is not finished and should always be elaborated upon. Tweak the questions in line with the angle of your campaign in order to find truly newsworthy data.
3. Analysing Data
Data-driven campaigns are an increasingly popular way to land Digital PR coverage and AI can again be a valuable addition. It can examine data and find patterns in seconds, automating tasks that would take you hours on end. Even within very large datasets, an AI algorithm will easily identify anomalies and pull out trends for you to build into an effective campaign. We find that AI can often illuminate the more unusual angles that will catch a journalist’s attention. Additionally, whilst it can’t go as far as creating graphs or charts, it can suggest interesting ways you can go about visualising your data.
4. Writing Excel Formulas
For people who struggle with Excel or Google Sheets formulas, ChatGPT can be a huge help. It can create incredibly complicated formulas in an instant, making data analysis and reporting much simpler. We will often ask a virtual assistant how to speed up a specific process, or to write us a specific formula for something we need in Excel. AI algorithms can also identify errors in formulas and even recommend appropriate formulas based on a set of data. With this, data-based PR campaigns are made all the more time-efficient.
5. Crafting Email Subject Lines
Coming up with punchy and effective subject lines for every press release can be a challenge. This is where AI comes in very handy, suggesting a variety of email subject lines which you can then use when outreaching to journalists. There are some paid AI softwares, specially designed to improve your email marketing strategy (such as Phrasee and Persado). However, we find that ChatGPT works as a great free alternative. When asking this software for help with your email subject lines, it’s a good idea to include the email you want to send in your prompt. It’s also a good idea to include additional information like word count, tone of voice, and punctuation preferences. Once you have a selection of subject lines, you can then perform some simple A/B testing on a small set of your media list, tracking the open rates of each before using the more successful subject line for wider outreach.
6. Generating Images and Videos
Journalists often create images or videos to go alongside their articles and increase engagement. As PRs we can now use AI to generate our own media to support a campaign. This encourages a journalist to pick up your pitch and give you the coverage you’re after. Tools like DALL-E and MidJourney can be used to create unique imagery to support your campaign and Pictory is a super accessible tool for making campaign videos from scratch. We find MidJourney particularly useful for ideation because it also allows you to peruse archives of other users’ creations for inspiration.
7. Transcribe meeting notes
At Cedarwood, we leverage AI assistants for transcription of meetings and interviews. Tools like Tactiq, Supernormal and Fireflies can create accurate and well-organised records. This allows you to focus completely on the task at hand, rather than splitting your attention to record the minutes. No longer do we need to listen back to recordings of conversations for hours to pull together reports, AI platforms can do this all for us with ease.
8. Improve your writing
Last but not least, AI is of course a handy assistant when it comes to improving your pitches. Tools like Grammarly can help you spot typos and grammatical errors, whilst Hemingway Editor will make suggestions to enhance the clarity and readability of your drafts. Bear in mind that it’s always better to get AI to improve rather than create content for you. Journalists will quickly see through an AI-generated pitch – remember that the human element is and always will be essential to writing.
How to structure your prompts to get the most out of ChatGPT
As impressive as they might seem, AI is still just a tool, and you’ll only get out what you put in. If you want to get the best results, it’s important to understand how to properly structure your prompts. A short and vague question won’t do – the more detailed and well structured your prompt, the better results you can expect.
Here are some top tips for the perfect ChatGPT prompt:
📌The more detailed and specific the better. For the best results, give your AI lots of context and provide clearly defined parameters to keep things on track.
📌Write clearly and concisely, but use colloquial language. Frame your questions as if you were asking a colleague for advice. This will encourage more human-like responses.
📌It’s always a good idea to include examples in a prompt, e.g. ‘I need a subject line for an email, here’s an example of our usual tone…’
📌Keep the conversation going. You might not always get the perfect answer on your first try, but that’s ok. If you don’t like the response you’ve received, feel free to re-ask or rephrase the question, ask ChatGPT to clarify or provide more information, or ask a follow-on question. Treat it like a conversation and keep going until you get what you need.
Things to keep in mind
> When using AI for Digital PR, bear in mind that there is a fine line between using the tool to improve your content, and purely replicating AI-generated words. Today, AI-content is so pervasive that users are very aware of the style and will see through it. I’m sure you’ve spotted writing online and on social media featuring the tell-tale syntactical errors and absence of personality. An authentic and unique brand voice will capture your audience’s attention, far more than reels of mundane content.
>It’s easy to forget that ChatGPT collects data, as well as providing it. Be conscious of this when inputting information, and make sure not to share anything deemed sensitive.
>Don’t fall into the trap of taking everything ChatGPT says as gospel. It’s largely trustworthy, but the answers aren’t always accurate and some of the data you receive can be out of date. As said, maintain human oversight over this technology and double-check every response you receive.
Get professional help with your Digital PR Strategy
At Cedarwood Digital, we’re increasingly employing AI tools to inform our Digital PR and SEO strategies. Our experts know exactly when and how to bring in the help of AI to see excellent results for our clients. Check out our case studies to see some of our recent Digital PR activity, and if you like what you see, go ahead and get in touch with us today.
As an agency or business, understanding your audiences is crucial for driving meaningful results. By collecting and analysing insights into your website visitors, you can make informed decisions to optimise your digital marketing campaigns. With Universal Analytics sunsetting at the end of June, it is important for you to understand audiences within GA4 and how you can unlock powerful insights that can benefit you.
What are the audiences in GA4?
Audiences let you split your users into ways that are the most important for your business. They are made from groups of people that share common characteristics or behaviours that are based on data collected by GA4 from your website or app. These audiences can then be used for targeting and observation within Google Ads.
What are the differences between Universal Analytics and GA4?
GA4 doesn’t collect the same data as Universal Analytics did. GA4 can now track users across different devices, domains, and apps. These audiences can create a more holistic view of your users’ behaviours and interests compared to previous Universal Analytics. It goes beyond traditional demographic targeting and uses machine learning to enable you to create more sophisticated and dynamic audience segments based on a wide range of user behaviours and attributes.
How do GA4 audiences work?
GA4 audiences are created based on events and parameters that you define within your GA4 property. Events are actions that users take on your website or app, such as page views, clicks, conversions, and others. Parameters are additional pieces of information associated with events, such as the user’s location, device type, or referral source. GA4 uses these events and parameters to build a profile of your users, allowing you to create highly targeted and personalised audience segments.
Creating Audiences in GA4
To create an audience:
➡️Navigate to “admin > audiences” to set up a new audience in GA4.
➡️You can go on to create an audience from GA4’s suggested audiences.
➡️Or start from scratch and create a custom audience using your own conditions.
Best Practices for GA4 audiences:
Now that you have a better understanding of GA4 audiences and how they work, you can use these to help optimise your campaigns. Here are some tips for best practices:
⚡Take advantage of the built-in audiences: Start with the built-in audiences that GA4 has to offer. These will automatically generate audience segments based on user behaviour. These include purchasers, non-purchasers, recently active users and more. This is a fast way you can gain insights into your user base and tailor your marketing messages accordingly.
⚡Define custom audiences: Creating custom audiences allows you to define audience segments that are specific to your business goals. You can create custom audiences based on a wide range of parameters, such as demographics, interests, behaviours, and more. Explore the different options available to you to create audiences that are more valuable for your business.
⚡Analyse and optimise your audiences: GA4 has powerful reporting capabilities that allow you to measure the performance of your audiences. You can track specific key metrics to determine the effectiveness of your audience segments. This will allow you to make data-driven decisions to refine your audience segments, achieve audiences that are no longer relevant to you, create new audiences, or adjust your strategy for better results.
⚡Ensure data privacy compliance: It is vital that you are collecting and using data in compliance with relevant data privacy laws and regulations, such as GDPR rules and regulations. Make sure to review and follow any updates to Google’s data usage policies and guidelines to ensure that you are using your audiences correctly. This includes obtaining user consent where necessary and providing transparency on data collection and usage.
To conclude, GA4 audiences are a powerful tool that can help you create highly targeted and personalised marketing campaigns. By leveraging the data collected from your website or app, you can create audience segments based on user behaviours, demographics and interests that will be valuable for your business. Audiences allow you to deliver relevant and tailored messages to our users that can be used within your Google Ads campaigns for better targeting and observation.
We’re delighted to announce that our Director Amanda Walls will be speaking at the April Brighton SEO event in front of an audience of thousands talking everything SEO & Digital PR.
Amanda will be speaking on the Wednesday afternoon at the Online PR Show with her talk discussing “Using Digital PR To Enhance Your EEAT Signals” – a great talk for anyone looking to use digital PR to enhance their overall SEO – or for anyone who particularly works in a YMYL industry, where this is held to an even higher standard – to get a better understanding of how they can utilise digital PR in this way.
The talk will have:
💥 Lots of great Case Studies which show how digital PR can help boost your SEO
💥 Great ideas on how to think outside of the box when it comes to newsjacking & thought leadership
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