Paid Ads Highlights January 8 - 14
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
TikTok launches Cross-Channel Partners and Lift Partners features, aiming to provide marketers with comprehensive insights into ad performance, including multi-touch attribution and post-purchase surveys. These tools address the limitations of last-click attribution models, offering a more nuanced understanding of the customer journey on the platform.
Google allows select websites to delay the phase-out of third-party cookies until December 27, 2024, relieving marketers heavily dependent on targeted advertising. Eligible sites can participate in a third-party cookie deprecation trial, using JavaScript to request unique access tokens and ensure compatibility. However, marketers must adapt their strategies to a cookieless environment before the specified deadline.
Google Ads API v13 is set to sunset on January 31, 2024, with API requests failing for users still on this version from February 1, 2024. Developers not migrating to a newer version risk disruptions in API access, impacting ad campaign management. Migrating to the latest version is essential for ensuring uninterrupted access to new features and efficient campaign optimization.
Google will deactivate websites created with Business Profiles in March, redirecting visitors to the Business Profile until June 10. Businesses must rebuild sites using alternative platforms like Wix or WordPress and update their profiles for a seamless transition. Advertisers linked to Business Profile websites should update links to avoid campaign disruptions.
Google is introducing a Sensitive Events policy in February for AdMob & AdSense, targeting unforeseen situations impacting information quality. Non-compliance may lead to ad disabling and AdSense account deactivation. The policy covers events like civil emergencies and terrorism, aiming to prevent the exploitation of emergencies in advertising.
TikTok's Creative Center now restricts searching for specific hashtags, impacting trend popularity measurements. Links for certain hashtags are disabled, making it challenging to explore trends on the platform for effective campaign planning. The change aims to prevent potential misuse and focuses on providing data on the top 100 hashtags in various industries.
TikTok reports that non-skippable video ads could decrease engagement, suggesting viewers prefer control. The study found 73% of users prefer skippable videos, highlighting the importance of user experience in brand-sponsored content.
YouTube introduces a new editing feature for Shorts, allowing users to edit layouts when converting long-form videos. Currently available on iOS and soon on Android, this tool offers opportunities for brands and marketers aiming to capitalize on Shorts' popularity among 2 billion monthly users.
Meta faces allegations of placing corporate ads next to content sexualizing minors, as stated in a lawsuit by Walmart and Match Group. The lawsuit asserts that Meta's actions not only compromise brand safety but also enable the exploitation of minors on its platforms, challenging the company's commitment to transparency and standards.
INSIGHTS FROM EXPERTS ON LINKEDIN
Frederik Saabye M?ller highlights flaws in B2B marketing, emphasizing the ineffective use of Google ads and social media due to overinvestment and a lack of understanding of buyer intent. He advocates for informed marketing that focuses on creating demand and building trust rather than optimizing for quick sales.
Jonathan Bland stresses the importance of distinguishing between Total Addressable Market (TAM) and Ideal Client Profile (ICP) in marketing. He warns against starting with the entire TAM, advising a strategic approach by identifying a clear segment within the market and tailoring messaging accordingly to avoid diluted efforts and wasted resources.
领英推荐
Amalia Fowler addresses the common question of the minimum budget for running Google Ads, noting its industry and context dependence. She recommends a general minimum of $50 a day for a single campaign, emphasizing the shift in recommendations due to changes in consolidation and volume roles in recent years.
Phoebe Sophia Russell introduces TikTok's latest update, the platform's shift into a search engine. The update includes reporting on traffic sources, and distinguishing between FYP (For You Page) and search-driven traffic. The shift raises speculation about TikTok's potential impact on SEO strategies.
Patrick Cumming emphasizes Google Ads as a potent demand capture platform but notes its underutilization. He presents eight tactics, including value-based bidding and improved ad alignment, to enhance lead capture effectiveness. Additionally, he highlights common mistakes to avoid for better results in 2024.
Roman Krs discusses a significant improvement in LinkedIn Ads performance, with a 1000% increase in impressions and a boost in demo requests. The key change involved shifting from maximum delivery to manual bidding, demonstrating the impact of strategic bidding adjustments on campaign success.
Slobodan Jelisavac suggests managing complexity by embracing the 20/80 rule, focusing on the vital 20% of campaigns and ad groups driving 80% of results. He highlights the power of simplicity and smart bidding, emphasizing optimization for better performance.
Tycho Luijten critiques common LinkedIn ads for being dull and ineffective, showcasing compelling ads by Cognism. He underscores the importance of ads resembling peer-to-peer content, providing value, being cost-effective, and keeping users on the platform. Additionally, he emphasizes the need for engaging, helpful, and budget-friendly ads.
Ashley Lewin reflects on encountering multiple companies marketing QBR/general performance decks, highlighting common pitfalls. She addresses issues such as data overload, lack of a clear story, excessive slides, and failure to contextualize performance. Ashley stresses the importance of insights, storytelling, and actionable plans, calling for clarity over information in data presentations.
Kevin Hjorslev discusses the challenge of prematurely contacting leads, advocating for patience and nurturing rather than immediate sales outreach. He shares insights illustrating how the probability of lead conversion increases significantly over time, emphasizing the importance of relevant nurturing.
Alberto Possagno highlights the necessity of tracking revenue impact for true success measurement. Instead of relying on complex attribution tools, he suggests practical approaches like collaborating with sales, analyzing timing in marketing activities, and leveraging free tools such as Dreamdata to connect activities to revenue.
Brian Andreasen stresses the importance of monitoring the repeat rate of Google Ads conversion tags, as a high repeat rate can lead to inflated performance metrics. He provides a step-by-step guide on how to check and addresses the issue by suggesting code snippets for checkout page tracking.
Boris Beceric ? introduces an underappreciated Google Ads feature that allows users to update ad copy for special periods. He details the process of implementing campaign-level headlines and descriptions, emphasizing their utility for scheduled changes, positioning, and during promotional events.
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
Digital Marketing Strategist | Helping Clients Reduce CAC by 30% While Increasing Sales by 34% Through Data-Driven Digital Marketing Strategies
10 个月Congrats on the successful newsletter! ??
Senior Marketing Automation Specialist | Marketing Consultant | ???????? ???????? ???? ?????????????? ???
10 个月Wow, so much valuable industry insights! Thanks for sharing.
? Generated Over $6M - Scaling e-commerce & Local Business Online ?? || Programmatic advertising || Facebook & Google Ads || SEO || SMM || SEM || EM || Sales Funnels || Building Brands || Digital Marketing Consultant
10 个月Thank you for sharing these valuable insights and industry news! Your newsletter is a must-read for staying ahead in the digital marketing landscape. Looking forward to more great content from DERU Digital!
A B2B GTM and Growth Advisor who helps B2B leaders build an unstoppable growth machine | 3X Your LinkedIn Sales Conversations | Check our "LinkedIn Growth Machine" program in the link below.
10 个月Thanks for sharing the industry insights! Always good to stay updated.
Revenue Attribution at Dreamdata.io
10 个月Thanks for the mention, Deivis! ????