Hey there, and welcome back to the Market Gap!

Summer is heating up—and so is the marketing world.

Whether you're managing ad spend or building long-term organic growth, staying sharp is the key to success. This month’s newsletter brings you the latest trends, insights, and practical tips to help you dominate both paid and organic channels.

Let’s dive in.

Paid Search Spotlight: PPC News & Tips

Staying ahead in paid search means keeping up with platform updates, evolving strategies, and shifts in user behavior. In this section, we break down the latest PPC trends, feature rollouts, and tactical tips to help you optimize your ad spend, boost performance, and stay competitive in an ever-changing landscape.

Google Ads Introduces AI-Powered “Performance Max Goals”

Google recently introduced custom goals for Performance Max campaigns, enabling advertisers to more closely align campaign objectives with specific business outcomes, such as lead quality or online purchases.

Tip: Segment your PMax campaigns based on funnel stage to tailor creative and bidding strategies more effectively.

READ MORE HERE

Microsoft Ads Unveils Custom Report Builder

Microsoft Ads has launched a new Custom Report Builder, offering marketers increased flexibility in analyzing and visualizing campaign data. The update also includes improvements to Performance Max campaigns, offering enhanced visibility and control. These changes aim to streamline reporting and empower advertisers with deeper insights—ideal for optimizing multi-channel strategies and making faster, data-driven decisions.

READ MORE HERE

PPC Tip of the Month:

Use countdown timers in search ads to create a sense of urgency around events, sales, or limited-time offers. It’s a minor tweak with a significant psychological punch.

Organic Edge: SEO & Content Strategy Tips

In a digital world driven by trust and relevance, organic marketing remains a cornerstone of sustainable growth. This section brings you the latest updates, trends, and actionable strategies in SEO and content marketing—helping you climb the rankings, engage your audience, and build authority without paying for every click.

E-E-A-T Is Still King (But It’s Getting Smarter)

Google continues to favor content that demonstrates Experience, Expertise, Authority, and Trustworthiness—now with AI-generated summaries influencing how pages appear in Search. Focus on FAQ sections, updated “About” pages, and clear author bios to reinforce credibility.

READ MORE HERE

Schema Markup for 2025

Schema markup helps search engines understand your content and display rich snippets, such as stars, images, or FAQs. It boosts visibility, clicks, and SEO performance, making it a must-have for modern content strategy. Ready to turn plain listings into attention-grabbing search results?

VIEW SCHEMA MARKUP GUIDE

Organic Tip of the Month:

Refresh your top 10 blog posts with new stats, visuals, and internal links. It’s faster than creating new content and often yields quick SEO wins.

POLL OF THE DAY:

Answers will be revealed next week!

That’s a Wrap for This Edition of The Market Gap

Whether you’re navigating PPC shifts, tightening up your SEO strategy, or just trying to stay one step ahead of Google’s latest AI updates, remember, the edge belongs to the marketers who adapt with intention, not urgency.

Thanks for joining us on this journey through what’s new, what’s next, and what works.

Do you have feedback or a topic you'd love to see featured? Hit reply - we’re listening.
Until next time, stay curious and keep closing the gap.

– The Market Gap Team