Paid Ads Highlights August 5 - 11
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 get started:
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WHAT'S NEW IN THE INDUSTRY
Google will sunset Structured Data Files (SDF) v6 in its Display & Video 360 platform by April 30, 2025, requiring users to migrate to version 7 or higher to avoid service disruptions. The change is part of Google's ongoing updates to its advertising technology, with automatic upgrades and API adjustments planned post-sunset.
A federal judge has ruled that Google illegally monopolized search and search advertising markets, primarily by paying $20 billion annually for default search status on iPhones. This landmark decision marks a significant victory for the Department of Justice and could set a precedent for future antitrust cases against other tech giants, with remedies yet to be determined.
Google is discontinuing Smart Campaigns in favor of Performance Max, an AI-driven, cross-platform advertising solution designed to optimize ad performance across Google's ecosystem. This transition signals a shift towards more sophisticated, AI-powered ad management, with existing Smart Campaigns automatically upgraded to Performance Max in the coming months.
Digital marketers are reacting to the recent ruling declaring Google a monopoly, with many anticipating a prolonged legal battle due to Google's planned appeal. While some predict potential market changes similar to past cases, others express skepticism about the ruling’s impact, particularly in setting meaningful penalties or altering Google’s dominant position in search advertising.
Google has introduced a new feature for Local Service Ads, allowing advertisers to set maximum monthly spend limits, providing greater budget control. However, advertisers should be cautious of potential overspending due to reporting lags, as exceeding the limit will stop ads from running until the next month.
The latest update to the Google Ads API, v17_1, offers advertisers and developers enhanced control and flexibility, including shareable ad previews, removal of auto-generated assets, and improved offline conversion diagnostics. These updates aim to address common pain points and provide more granular insights and management capabilities.
Google has rolled out the Structured Data Files QA format for Display & Video 360, improving bulk review capabilities for Line Items and YouTube Ad Groups. This update, now generally available, simplifies campaign management by using human-readable values, enhancing the efficiency of advertisers handling large-scale campaigns.
领英推荐
INSIGHTS FROM EXPERTS ON LINKEDIN
Md Mohsin Ansari shares updates on Performance Max campaigns, emphasizing new asset-level conversion reporting, YouTube video placement insights, and expanded asset generation tools. These changes provide advertisers with better visibility into campaign performance and more efficient ad creation options.
Adam Dolan stresses that LinkedIn Ads require time and iterative testing to see significant improvements in CPC and CTR. He highlights the value of creative testing, audience refinement, and doubling down on successful strategies to achieve better performance and lower acquisition costs over time.
Tayo Sadique argues that paid social ads are crucial for demand generation, especially for reaching the 97% of your target audience that isn't immediately ready to buy. He emphasizes the role of paid social in building brand affinity and priming future customers, even if conversion rates are lower in the short term.
Obaid Durrani challenges common misconceptions about marketing to enterprise clients, asserting that the nature of content (e.g., humor) isn't the main concern. Instead, he identifies security, in-depth product marketing, and scalable functionality as critical factors that truly matter to enterprise customers.
Steffen Hedebrandt emphasizes the need for companies to regularly revisit fundamental aspects of their B2B go-to-market strategy, including defining the Ideal Customer Profile (ICP), identifying key personas, and understanding use cases. He argues that while these tasks may seem non-urgent, neglecting them can create misalignment across teams, making it harder to execute effective marketing and sales strategies.
David Fallarme urges B2B marketers to expand their knowledge beyond well-known industry giants by also learning from broader marketing experts like Mark Ritson and Rory Sutherland . He argues that understanding marketing as a holistic discipline, rather than just within the B2B context, is crucial.
Erik MacKinnon shares insights from a survey of 100 B2B marketing leaders, revealing that digital ads, particularly on Google, LinkedIn, and Meta, continue to dominate budgets, while in-person events are making a strong comeback. He also notes that marketers are experimenting with emerging channels like Connected TV and TikTok, though the effectiveness of these platforms for B2B is still uncertain.
That's the scoop for this week! If you found this valuable and any useful insights caught your eye, feel free to share them with your network.
Until next week!
#ppc #paidads #demandgeneration #demandcapture #googleads #linkedinads #facebookads #twitterads #microsoftads #b2b #b2bmarketing #twitterads #brand #paidstrategy #marketingstrategy #paidtips
Skilled Content Creator | Expert in Scriptwriting, Engaging Content Development, and Strategic Editing & Posting Schedules for Timely Delivery
2 个月Great information to stay up to date .
IT Officer | Mobilink Microfinance Bank | Web Developer | WordPress Developer | Ex Database Administrator
3 个月This newsletter is packed with valuable insights and industry updates! ??? Thanks for sharing Deivis Rupslaukis
Founder @ First Spark Digital - Paid Search / Paid Social / CRO / Landing Pages
3 个月Appreciate the mention Deivis Rupslaukis!
sounds like some serious insights to boost our marketing game. what caught your eye?
Manager, Performance Marketing || Digital & Growth Marketing Leader
3 个月Awesome roundup Deivis Rupslaukis! Thanks for featuring me??