Friday, December 12

🌟 Today’s Highlights:

• Bing is testing Google-style “Sponsored Results” groupings

• Meta is expanding creator partnership opportunities for brands

• Instead of hiring data engineers, outsource the work to Pliable

• 📊 Stat of the Day: Around 4% of Meta’s over 3 billion monthly active users are fakes. (Source: Meta)

• 💡 Today’s Insight: Use LLMs to humanize your content & scale your research

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⚡️ Today’s Headlines ⚡️

🧪 Bing is testing Google-style “Sponsored Results” groupings. The new grouped format could drive higher unintentional ad engagement by blending paid listings more seamlessly into search results.

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📺 Pinterest is acquiring CTV ad platform tvScientific. The acquisition, which is pending approval, will enable Pinterest to combine its audience insights and consumer data signals with tvScientific’s CTV engine, which will provide opportunity to reach customers on their home TV sets, and measure ad results.

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🤝 Meta is expanding creator partnership opportunities with brands. The updated options help brands initiate partnership ads with improved insights into potential opportunities, more data on the performance of partner campaigns, an all-new Partnership Ads API, and more.

💡 Today’s Insight 💡

Use LLMs to humanize your content & scale your research

🗞 TL;DR - It’s not new information that LLMs can help you easily scale your content creation, but often people take a very black or white approach. Either you’re using LLMs for all your content creation or you’re doing it all manually. But Search Engine Land makes a case for how you can use tools like ChatGPT to make your life easier while also humanizing your website work. Here’s how…

💡 Insight - LLMs are great at analyzing customer feedback at scale. Upload the raw data into your LLM of choice and have it analyze the information. Alternatively, upload all your raw data into BigQuery (or a similar platform), then work with your LLM to write relevant SQL queries to slice and analyze your raw data yourself.

Use LLMs to automate subject matter expert interviews. Instead of spending an hour talking with the expert themselves, create a custom GPT that acts as an interviewer. Provide clear instructions specific to your industry and the personality of your subject matter experts including role and tone, context, interview structure, pacing, and closing. Test it yourself and pretend to be an SME, then refine the instructions from there.

Analyze competitors for strategic insights. You might need to be a bit creative with this one, but there are a few ways to do this: Gather your competitors’ reviews and have your LLM analyze them for themes or weaknesses. Gather your competitors’ website copy to identify positioning, implied audience, and claims. Gather their social interactions and engagement to understand where they’re answering customer needs and where they may be failing.

Scale research without losing the human thread. Pair programming with an LLM can help you ground yourself in your customer within large data sets to get actionable, specific information quickly. Think about other data sources you own or have access to, such as: sales call transcripts, Google Search Console query data, on-site search, or heatmapping from user journey tools.

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