Bright Bytes of May #24

Ciao and welcome to… this May Newsletter! ??

This month, we welcome Chiara Ciarrapico to our Midsummer team as our new Senior PPC Manager! Keep reading to catch the most important updates from the recent Google Marketing Live 2024 event, which brought a lot of exciting (or terrifying?) news, especially about AI integration.

Also, discover Midsummer's fantastic new collaboration, along with our top picks of Industry News, thoughts, opinions, and many other things...

Are you ready for it? Grab yourself a coffee ?, and enjoy the read!

?? Midsummer Agency at ADWorld Experience 2024

We are thrilled to announce that Midsummer Agency will be a proud participant at ADworld Experience 2024, one of the most prestigious events in the digital advertising industry!

The event will take place on October 17-18, 2024, in Bologna, Italy. This year, we are excited to have two of our Midsummer rockstars, Chiara Piras , PPC Manager, and Marouscha Dorenbos , Analytics & CRO Director, presenting their insightful seminars that promise to offer valuable takeaways for all attendees.

Chiara: Mastering YouTube Ads for Extraordinary Results

Chiara Piras, will share an exceptional PPC case study showcasing a successful YouTube Ads strategy for a USA-based e-commerce company in the haircare sector. Her seminar will cover the key steps in analyzing historical data, setting goals, building target audiences, creating a YouTube funnel, and integrating various ad campaigns to achieve significant results.

Marouscha: Comprehensive CRO Strategy from A to Z

Marouscha Dorembos, our Analytics & CRO Director, will present an in-depth seminar on Conversion Rate Optimization (CRO). She will guide attendees through the entire CRO process, from understanding business goals and key performance indicators to conducting pre-test analysis, formulating hypotheses, and using the best tools for implementation and evaluation.

Join us at ADWorld Experience 2024 to gain unparalleled insights from Chiara and Marouscha. We look forward to sharing our expertise and learning from the diverse array of industry leaders attending this event. For more details and to register, visit the ADWorld Experience 2024 website.

Stay tuned for more updates and see you in Bologna!

?? Welcome to the Team, Chiara! ??

We are thrilled to announce that Chiara Ciarrapico has joined the Midsummer Agency team as our new Senior PPC Manager! ??

Chiara's journey began in the beautiful landscapes of Abruzzo, Italy, and has taken her through the historic streets of Viterbo, the vibrant city life of Rome, the sunny shores of Alicante, and the bustling avenues of Los Angeles. Her rich background brings a world of experience and a vibrant spirit to our company.

Inspired by the dynamic world of advertising from the iconic Mad Men series, Chiara decided to dive into the world of digital marketing. Her passion for all things digital is matched by her love for impromptu trips ??, good food ??, and fine wine ??, making her a perfect fit for our dynamic team.

When she's not crafting compelling PPC campaigns, you might find Chiara in the most unexpected of places, whether she's upside down in an acrobatic hammock ?? or aerial hoop, behind the kitchen counter whipping up new recipes ??, or hosting a memorable dinner party ?? for family and friends.

?? Greetings from Mexico: Andrea's Vibrant Journey ??

Andrea Pala , our Senior Marketing Manager is currently working from the stunning landscapes of Mexico. Energized by the strong Mexican sun, Andrea enjoys the beautiful beaches of Playa del Carmen and the rich flavors of Mexican cuisine, especially tacos and other local delights.

Beyond the beaches, Andrea explores the cultural richness of Merida, the capital of Yucatán, and has visited Chichén Itzá, one of the Seven Wonders of the World. These experiences enrich his personal life and bring fresh inspiration to his work at Midsummer Agency. ????

?? Midsummer internal Training & Development??

How do we turn new Midsummer PPC Specialists into top players and keep them at the peak of their game?

At Midsummer, we are deeply committed to training our Specialists. Everyone starts with an excellent foundation, having developed valuable skills through previous educational and professional experiences that were carefully evaluated during the hiring process. However, to become a top player in the PPC game, continuous high-level training is essential. Here, we'll explore the tools our Specialists use to stay at the top.

The Midsummer PPC Specialist Training Program is a comprehensive initiative designed to equip new specialists with the necessary skills and knowledge. Over the years, we've recorded numerous one-on-one and group training sessions, supplemented with links, slides, and timestamps, accessible via the Teachable platform. This curated content is invaluable during the first phase of onboarding at Midsummer.

Another important component is our internal knowledge base, the Midsummer Agency Operating System (M/AOS), which serves as a comprehensive resource. Here, Specialists can search for articles on best practices, processes, checklists, and more, ensuring access to critical information whenever needed.

One-on-one sessions are a cornerstone of our training approach. These sessions, where the trainee shadows a colleague, provide hands-on learning opportunities. Screen-sharing sessions for feature implementations, advanced analysis, and new tool introductions are highly efficient ways to transfer expertise and knowledge from more experienced team members.

We also offer a wide range of physical books that can be requested as needed. Our training budget supports purchasing new books, with each employee benefiting from a €1000/year training budget for courses, events, and training materials, ensuring continuous professional development opportunities.

Lastly, to facilitate ongoing knowledge sharing, we utilize several dedicated Slack channels. These channels are hubs for links, news, and updates. By actively engaging with these channels, team members can stay informed and contribute effectively to knowledge sharing.

?? Sea Pointe has chosen Midsummer Agency as its Pay Per Click Agency partner.

Sea Pointe specializes in comprehensive remodeling services, including kitchen, bathroom, and whole-home projects, providing innovative and seamless design solutions.

Their dedication to transforming spaces with exceptional craftsmanship aligns perfectly with Midsummer Agency's digital marketing prowess.

As PPC specialists, Midsummer Agency is thrilled to collaborate with Sea Pointe. We look forward to enhancing Sea Pointe's digital presence, and engaging more clients with their top-notch remodeling services.

For more details, visit Sea Pointe Design & Remodel.

?? PPC News

?? Google Search's AI Evolution

In May 2024, Google introduced significant updates to its Search platform, rolling them out first to users in the U.S.

These updates, powered by the new Gemini model, integrate generative AI to enhance search capabilities with advanced multi-step reasoning, planning, and multimodality.

The updates aim to provide quicker, more comprehensive answers through AI Overviews, making the search process smoother and more intuitive. This evolution is part of Google’s ongoing effort to reimagine and expand the potential of its search engine.

AI Overviews now offer quick, detailed responses and encourage exploration of diverse websites. Customizable overviews allow users to simplify or add detail as needed. Despite these advancements, critics highlight that some AI-generated responses can be incorrect or misleading, challenging user trust.

The AI can also handle complex queries in a single search and assist with planning tasks. An AI-organized results page will categorize search results for easier exploration, and new video search capabilities will help users troubleshoot and retrieve information efficiently.

We will keep you posted on this and observe how this massive change will impact SEO and SEM activities.

?? Key Takeaways from Google Marketing Live 2024

At Google Marketing Live 2024, AI was a central theme, showcasing its transformative impact on media, creative, and measurement.

Key announcements included updates to Performance Max, which now integrates with AI-powered Search campaigns to enhance conversion and ROI. New creative tools allow for scalable, brand-consistent ad production.

Google introduced immersive Shopping Ads with short-form videos, virtual try-ons, and 3D spins, enhancing consumer engagement. Advanced image editing and generative AI tools will help advertisers create visually engaging ads. Integration with platforms like Canva and Smartly improves collaboration and asset creation.

In Search, AI advancements bring new interactive ad experiences and improved ad placements in AI-generated overviews. These innovations aim to provide personalized recommendations and immersive search experiences, as mentioned above.

Demand Gen campaigns now support animated image ads and offer more control over video asset placements, enhancing visual storytelling across YouTube, Shorts, Discover, and Gmail. Additionally, lookalike segments and audience insights will help advertisers reach more qualified customers.

Retail and commerce updates include AI-powered tools for creating product visuals, virtual try-ons, and 360-degree views, improving shopper confidence and product discovery. Enhanced reporting and diagnostic insights will help advertisers optimize campaign performance.

These highlights are just a glimpse of Google Marketing Live 2024. To learn more, read the Google official post here.

?? Netflix Unveils In-House Ad Tech Platform

Netflix has announced the launch of its own advertising technology platform. This move positions Netflix against industry heavyweights like Google, Amazon, and Microsoft in the ad server arena.

Netflix's decision to develop its own ad tech platform aims to take full control of its advertising operations and enhance targeted, personalized ad experiences for its 270 million subscribers. Amy Reinhard, Netflix’s president of advertising, emphasized that this move will maintain Netflix's excellence in advertising, akin to its streaming technology. The company plans to introduce unique ad formats, like episodic campaigns, setting it apart from generic ads.

Netflix will also expand its buying capabilities this summer, partnering with platforms like The Trade Desk, Google’s Display & Video 360, and Magnite. The ad-supported tier has seen strong success, with 40 million global monthly active users.

?? Analytics News

?? Improvements to data analysis in ChatGPT

ChatGPT now supports advanced data analysis, helping businesses streamline workflows and enhance efficiency. Users can upload data files, and ChatGPT will analyze them by writing and executing Python code, handling tasks like merging datasets, creating charts, and uncovering insights. Direct integration with Google Drive and Microsoft OneDrive simplifies file handling. Interactive tables and customizable charts allow real-time data manipulation and presentation-ready outputs. This feature makes in-depth analysis accessible for beginners and saves experts time on routine tasks, enabling businesses to derive valuable insights from their data quickly and efficiently. Read the official post by OpenAI here.

?? GA4 real-time users in the last 5 minutes

Google has upgraded Google Analytics (GA4) real-time reports to include data on users in the last 5 minutes. Previously, it only showed users from the last 30 minutes. Now, GA4 displays both 5-minute and 30-minute user data. The old Universal Analytics tool also showed real-time metrics based on the last 5 minutes, and GA4 has reintroduced this feature.

???We Make Future

We are keen to highlight an upcoming event that should be on the radar of every digital enthusiast and professional: WMF - We Make Future 2024! This international fair of innovation and digital technology will be held from June 13-15, 2024, in Bologna, Italy.

Why Attend We Make Future 2024?

Inspiring Talks and Workshops: Engage with thought leaders and experts across various fields, including digital marketing, AI, robotics, and more.

Networking Opportunities: Connect with professionals, entrepreneurs, and innovators to share ideas, foster collaborations, and explore new business opportunities.

Cutting-Edge Exhibitions: Discover the latest technologies and innovations shaping the future of digital industries.

For more details and to register, visit the We Make Future 2024 website.

??Conversion Bytes: How we increased ROAS by 250% in just 6 months

About The Client

Our client is a US-based fashion eCommerce brand specializing in stylish, high-quality, and affordable eyewear. Using Shopify Plus, they target American and Canadian markets, investing over $40,000 monthly in Google Ads to promote their 900 products across 8 main categories.

Challenge

The main objective was to increase sales while improving the Return on Advertising Spend (ROAS) from 1.5, all within the $40,000 monthly budget.

Solution

Deep Account Audit

Quick Wins: We segmented shopping campaigns by criteria like branded vs. non-branded queries, product type, and gender, enhancing efficiency and revenue.

Long-Term Actions: Expanded remarketing to include product viewers, generic users, and past purchasers, boosting sales across all funnel stages.

Daily Optimization: Stopped targeting inefficient 'locations of interest,' reallocating the budget to reduce waste and improve CPA.

Long-Term Strategy Implementation

Segmented Shopping Campaigns and Feed Optimization: Integrated Google Merchant Center with DataFeedWatch to fine-tune product titles and segment campaigns by key eyewear attributes, aligning bids with seasonal trends.

Comprehensive Campaigns: Implemented brand and generic search campaigns, dynamic retargeting for various audience segments, and expanded to Bing Ads.

Results

Within six months, we achieved a 247.41% increase in ROAS. Initial investments of $47,996.64 with a ROAS of 1.35 improved to $19,468 in ad spend and a ROAS of 3.88 after three months, and $40K in ad spend and a ROAS of 4.68 after six months.