Paid Ads Highlights August 14-20
Hey! Welcome to our latest newsletter, a curated blend of the latest news in digital marketing, coupled with insights from top thought leaders on LinkedIn.
Before we jump in:
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I did a quick audit of an account that was managed by another agency. Terrible to say the least...
WHAT'S NEW IN THE INDUSTRY
YouTube is testing an anti-adblocker popup that includes a countdown timer to alert non-paying users when the next ad will start. This new feature encourages viewers to either enable ads on YouTube or opt for YouTube Premium, which offers an ad-free experience. This move aims to combat ad-blockers and prompt more users to subscribe to YouTube's Premium service, especially after recent price hikes.
Beginning in October, Google Ads Shopping campaigns will discontinue using Enhanced cost-per-click (eCPC) and will switch to Manual CPC bidding. This decision stems from Google's evolution toward more advanced campaigns and strategies. If users take no action by the set date, campaigns will default to using Manual CPC bidding.
Google is refunding advertisers following claims of selling low-quality ads, a practice highlighted by a study from Adalytics which found Google violated its advertising standards about 80% of the time. Despite the accusations, Google maintains that such refunds are a typical part of their ongoing relationships with advertisers. The study criticized Google for practices like playing premium ads without audio and placing ads in non-premium locations.
Google Ads introduces a new AI assistant to aid users in resolving account issues. Currently in beta, users are encouraged to test and provide feedback. Despite its capabilities, the assistant comes with a disclaimer highlighting that it's still learning and may occasionally be inaccurate.
Google Ads is set to phase out Discovery ads in favor of the new AI-powered Demand Gen campaigns, which integrate image and video ads to stimulate conversions and other actions across various platforms. The beta version is now accessible, and all Discovery campaigns will be transitioned to Demand Gen by early 2024. Features of Demand Gen include diverse ad formats, lookalike segments, unique goals, and A/B testing.
Google Ads launches a paid pilot program offering advanced customer support to select small businesses, a service usually reserved for major clients. This move responds to feedback from small businesses wanting more personalized advice to optimize ad campaigns and budgets. Google intends to refine the service based on feedback and eventually extend it to more SMEs.
In the upcoming year, a mere 23% of digital marketers plan to invest in X, previously known as Twitter. This percentage has seen a sharp decline over recent quarters. Meanwhile, the majority of marketers are targeting Google, including YouTube (81%), and Meta platforms such as Facebook and Instagram (57%).
Instagram is testing a new Multi-Advertiser ad format that shows four sponsored posts in one screen view, particularly between Reels. This innovative ad layout aims to group relevant sponsored content for users interested in similar products or services. However, concerns arise about overwhelming users and diminishing the efficacy of ads.
Despite the release of an AI-powered version of Bing, equipped with Bing Chat, the search engine's market share remains almost the same. Contrary to expectations of it becoming a significant competitor to Google, Bing's share lingers at around 6.47% in the U.S. and 2.99% globally. While external data shows a stagnant or even declining trend, Microsoft claims its internal data reveals growth.
INSIGHTS FROM EXPERTS ON LINKEDIN
Steffen Hedebrandt highlights the often-underestimated time between initiating marketing activities and seeing tangible demand like booking a demo call. Using a Dreamdata customer as an example, he revealed that it typically takes over three months for this conversion to happen. Understanding this timeframe is crucial for both evaluating marketing experiments correctly and planning activities in alignment with sales pipeline needs.
Mike Rhodes ?? expresses gratitude for the positive reception of his pmax search category script and notifies about an upgraded version. The new script provides search categories for all campaigns, can be filtered for just pmax, and even offers tab formatting, with coding advice attributed to ChatGPT. He shares the code and outlines the implementation process, emphasizing the importance of proper attribution.
Gauthier Gallin shares a step-by-step guide on how he uses Albacross to automatically create a company list in just five minutes, which he updates quarterly. By segmenting and integrating these lists with LinkedIn ads, he ensures his campaign targeting becomes three times more precise, streamlining the ad creation process.
Justin Rowe presents an innovative approach to utilize LinkedIn follower ads not for gaining followers, but for retargeting prospects who've previously engaged with a site or company page. He emphasizes the importance of an optimized company page as a trust-building tool. Justin's strategy includes pinning a trust-enhancing post and leveraging the company page's CTA, which often leads prospects to book a meeting, yielding successful results for him and his clients.
Chris Walker emphasizes the need for businesses to transition from old lead generation tactics to a comprehensive revenue team strategy. By partnering with Zappi, they revamped their marketing approach across three layers: Demand Creation, Capture, and Conversion, achieving significant growth. He underscores the importance of account-based targeting, redefining marketing KPIs, and using appropriate channel strategies, among other key changes.
Alfred Simon , referencing Mike Ryan's work, conducted an analysis at Adwise to ascertain if 30 conversions per campaign monthly suffice for PMax's stability. Concluding similarities between their charts, Simon posits that PMax campaigns need extensive conversion data for consistency. He announces an upcoming post sharing strategies to amplify conversion volumes without compromising performance.
JD Garcia outlines an integrated digital marketing strategy combining LinkedIn, Google Ads, and Programmatic advertising for a budget of $4-$10k/month. By interweaving these platforms, businesses can drive traffic, retarget, expand reach, and fine-tune their marketing machine. Additionally, he suggests identifying and reaching out to individual website visitors with a value-based approach and mentions the potential of running cold calls simultaneously.
Tim Davidson , after scrutinizing numerous B2B Google ad accounts, identifies four repetitive mistakes. Firstly, most neglect to track essential metrics or track irrelevant ones. Secondly, they force unfit firmographic targeting. Thirdly, they overuse broad match keywords. Lastly, there's an imbalance of investment between ads and content. Tim suggests a better focus on copywriting, landing pages, and creative to optimize post-click conversions.
And that's all for this week! Hope you find this valuable. Please share this newsletter with people who you think would benefit from it!
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AI-Powered B2B SaaS Growth | Head of Marketing & Sales | RevOps | ?? No1 Growth & Lead Gen (Greece) | 13x Cert. HubSpot Expert | CRO | CMO | Speaker
1 年Interesting topics, Deivis Rupslaukis! I’ll check them out