One of the most efficient ways to achieve this is through automation with RSS feeds in Slack, which allow you to centralize information from multiple sources in one place a news channel in your Slack workspace. In this article, we’ll explain how to create this automation, which types of content to track, and how to maximize the insights generated to drive marketing and content actions.

What is an RSS Feed and why Is It strategic?

RSS (Really Simple Syndication) is a feed format that allows you to receive updates from websites without having to visit them constantly. When a site publishes a new article, news item, or update, the RSS feed automatically sends this information to subscribers.

For marketing, sales, product, or competitive intelligence teams, RSS feeds are strategic for a variety of actions.

Why RSS is strategic for marketing and content

How to set up an RSS Feed in a Slack channel

Slack allows RSS integration either directly or through automations using external tools. Here’s how:

1. Using Native Slack

• Go to the Slack channel where you want to receive updates.
• Click on “Add App or Integration” (or access the App Directory).
• Search for “RSS” and add the official app.
• Configure the RSS feed URL you want to follow.
• Select the channel, and that’s it: new posts appear automatically.

2. Using External Automations
Tools like Zapier, Make (formerly Integromat), or IFTTT allow for more complex automations:

• Receive posts from multiple competitors in the same channel.
• Filter content by keyword or category.
• Notify only about articles containing strategic terms.
• Create combined alerts—for example, if your brand is mentioned on blogs or social media, you receive the notification in Slack.

What content should you track?

The content you monitor depends on your company strategy, but here are some useful suggestions:

• Direct competitors: blog posts, product updates, campaigns, and press releases.
• Industry trends: news, reports, market analyses, and trend insights.
• Social media and mentions: alerts for brand or product mentions on social networks.
• Legal and regulatory updates: changes in laws or regulations that affect your sector.
• Customer insights: forums, reviews, and comments that may influence strategy.

Golden tips to optimize your Slack automations

Automation is only useful if you actually use it. Moreover, if a channel is too busy, the content will quickly become background noise. Here are some tips for RSS feed automation in Slack:

• Create specific channels: separate by content type (e.g., #competitors, #trends, #updates).
• Use smart filters: avoid irrelevant notifications by configuring keywords.
• Set summary times: prevent overwhelming your team by scheduling daily or weekly alerts.
• Combine with internal analysis: use the content to generate market intelligence reports.

Transforming Slack into a strategic intelligence hub is simple and highly advantageous. By integrating competitor RSS feeds, industry news, and strategic alerts, your team can receive relevant information in real time, enabling faster and more informed decisions.

It’s not just about tracking the market—it’s about anticipating moves, identifying opportunities, monitoring competitors’ steps, and staying ahead. With the right automations, your Slack stops being just a chat platform and becomes a true competitive intelligence center for marketing, content, and sales teams.

O post Use Slack to monitor competitors using automation apareceu primeiro em Pink and Brain.

Many businesses still rely on generic ads, with identical headlines across all cities, without exploring the intelligence the platform itself provides. The result? Low CTR, high CPC, and few conversions.

The secret lies in activating dynamic features that make ads more relevant, create a sense of urgency, and add local terms. This directly reflects what customers and patients are searching for at the moment of the query.

What Are Dynamic Features in Google Ads?

Dynamic features in Google Ads are tools that allow you to automatically personalize ads according to the user’s search, profile, or context. Instead of manually creating dozens of variations of headlines and descriptions, you configure dynamic fields that Google fills in real time with information like the searched keyword, the user’s city, or the time left for a promotion. The result is a more relevant, attractive ad that feels tailor-made for each person.

Beyond saving time, these features improve campaign performance by reducing the gap between search intent and the displayed message. This translates into higher CTRs, lower CPCs, and greater conversion rates. It’s a way of aligning the scale of Google Ads with the personalization users expect—without complicating campaign management.

To illustrate how this works in practice, let’s use the example of Essencial Hearing Aids, a reference clinic in hearing health that applies these features to improve its ads and attract more patients.

1. Keyword Insertion

What it is
The {KeyWord:Default Text} command is a dynamic feature in Google Ads. Here’s how it works:

• If the keyword doesn’t fit (due to size) or isn’t compatible, it shows the default text you placed after the colon (:).
• You define a generic headline but leave a “slot” for Google to replace with the exact term the user searched.
• If the user’s query matches one of your keywords, Google automatically inserts it into the headline.

Benefits

• Higher CTR: the user sees exactly what they typed.
• Less effort: no need to create dozens of ad variations.

Where to set it up
In Google Ads, create or edit a responsive search ad. In the headline field, type:

Hearing Aids {KeyWord:Essencial}

Practical example (Essencial Hearing Aids):

• Search: “hearing aids in São Paulo” → Hearing Aids in São Paulo
• Search: “invisible hearing aids” → Invisible Hearing Aids
• Search: “hearing aid clinic” → Hearing Aids Clinic
• If it doesn’t fit or match → Essencial Hearing Aids

2. Countdown

What it is
Automatically inserts a countdown of days, hours, or minutes into the ad. Perfect for health fairs, discounts on check-ups, or seasonal campaigns.

Benefits

• Creates immediate urgency.
• Boosts CTR and conversions.
• Updates automatically—no daily adjustments.

Where to set it up
In the headline or description, type:

Promotion ends in {=COUNTDOWN("2025/10/15 23:59:59")}

Practical example (Essencial Hearing Aids):

• Today → “Promotion ends in 3 days”
• Tomorrow → “Promotion ends in 2 days”
• Last day → “Promotion ends in 5 hours”

Pro tip: don’t start the countdown too early. Ideally, activate it in the final days of the promotion to reinforce urgency. If the timer is too long, conversions may instantly drop since users tend to come back later.

3. Location Insertion

What it is
Automatically inserts the user’s location (city, state, or neighborhood) into the ad. This brings the brand closer to the audience and builds trust.

Benefits

• Instant proximity with the patient.
• More clicks on local searches.
• Scalability: one campaign can cover multiple cities.

Where to set it up
In the headline or description, type:

Hearing Aids in {Location:near you}

Practical example (Essencial Hearing Aids):

• User in Campinas → Hearing Aids in Campinas
• User in São Paulo → Hearing Aids in São Paulo
• User in Sorocaba → Hearing Aids in Sorocaba

Small Adjustments, Big Results

Many companies still invest in Google Ads without realizing they’re leaving conversions on the table. Features like Keyword Insertion, Countdown, and Location Insertion can increase CTR by up to +35%, lower CPC, and expand the number of leads and appointments.

For Essencial Hearing Aids, using these features means creating ads that speak directly to the patient’s needs: highlighting their city, showing a promotion that ends in a few days, or displaying the exact type of device they searched for.

Bonus Tip: Always Run A/B Tests

Create one ad with dynamic insertion (Keyword or Location) and another generic one. Within a few weeks, the numbers will reveal the impact. In the chart above, we can see a significant improvement in conversions with fewer impressions and clicks—in other words, lower costs and greater effectiveness in capturing leads.

Stay tuned for powerful Google Ads and performance media strategies here in the Pink and Brain lab.

O post Dynamic Features in Google Ads That Almost No One Uses (But Should) apareceu primeiro em Pink and Brain.

It’s no longer necessary to debate whether AI platforms are here to stay. The web has already changed. People are now reaching websites via AI-generated answers, often with refined intent and expectations to confirm, compare, or complete an action.

Current Scenario for AI Platform Data Analysis

Lately, assistants like ChatGPT, Perplexity, Claude, and Copilot have become a new layer of discovery: they answer questions, cite and link content, and many users arrive at your site from these responses (or return after copying/pasting the link). This is traffic with pre-refined intent, influencing content strategy, SEO, UX, and even paid performance. If you don’t measure it, you miss demand signals and optimization opportunities.

With this shift, it’s essential to track traffic coming from these platforms. This traffic is valuable but still “invisible” in traditional reports: GA4 and GSC don’t yet offer a native AI channel. Without isolating these visits, they get lumped into “referral,” “direct,” or even “organic,” distorting editorial, SEO, and media decisions. The practical solution today is to map the referrers/sources from these platforms, create a dedicated GA4 channel, and monitor it in Looker Studio.

We’ve already shared tips on identifying long-tail queries in Google Search Console generated from AI interactions.

Today, let’s see how to extract insights via GA4, and consequently in Looker Studio. The strategy is simple: capture sessions where the medium is “referral” and the source matches the domains of these AI platforms. With a consistent filter and a dashboard comparing trends, landing pages, and conversions, you can understand the role of AI in content discovery and business generation.

What You Can Measure Today in GA4

In GA4, the quickest shortcut is to create a Comparison in Acquisition reports: keep only sessions where the medium is referral and the source matches a pattern of AI domains. This immediately provides insights on sessions, users, landing pages, and events. If you track conversions on another domain (booking engine, checkout, portal), enable cross-domain tracking to preserve attribution.

How to Turn It Into Its Own Channel (“AI Referrals”) in GA4

To avoid reapplying filters across every report, create a custom channel grouping. Duplicate the default grouping, add a rule called AI Referrals, and set it so that whenever the source matches AI domain patterns (and optionally the medium is referral), GA4 classifies it in this channel. From then on, AI Referrals appears alongside Organic, Direct, Social, Paid, etc., including in first-click and last-click attribution reports.

Step-by-step to create the AI Referrals channel in GA4:

1. Admin (gear icon in footer) → Data Settings → Channel Groups.
2. Click Create Channel Group (or + New).
3. Copy from the Default Group (recommended) and give it a clear name, e.g., “Channels – with AI Referrals.”
4. In the builder, click Add Channel.
   • Channel Name: AI Referrals
   • Condition 1 (SOURCE):
     • Field: Source
     • Operator: matches RegExp
     • Value (regex): see code below
     • Case-insensitive: enabled (if option available)
   • Condition 2 (optional, but useful):
     • Field: Medium
     • Operator: exactly matches
     • Value: Referral
5. Drag the AI Referrals channel above “Referral” in the list (order matters; evaluation is top-down).
6. Save and publish the channel group.

Note: This group doesn’t replace the default. You can choose which to use in reports.

Accessing AI Traffic in Reports

• Open any acquisition report, filter by source, and the data will appear.
• At the top of tables, in the dimension selector (usually “Default Channel Grouping”), switch to your custom group: Channels – with AI Referrals.

Important Tips:

• Cross-domain tracking: if conversion occurs on another domain (booking engine/checkout), configure cross-domain measurement to maintain attribution.
• Retroactivity: custom channel groups classify reports (including previous periods) as GA4 processes data; they don’t alter raw data or Ads integrations.

How to Measure AI Traffic in Looker Studio

In Looker Studio, replicate the same logic directly in a chart or table: a filter that includes medium = referral and source matches the regex below. This allows you to build a clean view over time, by AI source, landing page, first vs last click, engagement, and conversions.

Example: Simple daily pageviews chart for users coming from AI platforms

Regex to filter AI platforms in Looker Studio and GA4:

.*chatgpt.com.*|.*perplexity.*|.*edgepilot.*|.*edgeservices.*|.*copilot.microsoft.com.*|.*openai.com.*|.*gemini.google.com.*|.*nimble.ai.*|.*iask.ai.*|.*claude.ai.*|.*aitastic.app.*|.*bnngpt.com.*|.*writesonic.com.*|.*copy.ai.*|.*chat-gpt.org.*

.*chatgpt.com.*|.*perplexity.*|.*edgepilot.*|.*edgeservices.*|.*copilot.microsoft.com.*|.*openai.com.*|.*gemini.google.com.*|.*nimble.ai.*|.*iask.ai.*|.*claude.ai.*|.*aitastic.app.*|.*bnngpt.com.*|.*writesonic.com.*|.*copy.ai.*|.*chat-gpt.org.*

Case-insensitive and update as new sources appear.

Even without a native channel, you can answer practical questions: how much traffic comes from AI, which pages they prefer to cite, how this audience behaves, and how much converts. This is enough to guide content strategy, SEO, and UX with real data while preparing for when GA4 and GSC officially support this category.

Make good use of it!

O post How to Visualize AI Platform Traffic in GA4 and Looker Studio apareceu primeiro em Pink and Brain.