Paid Ads Highlights July 29 - August 4
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:
Not sure about your current Paid Ads performance? Let us audit your accounts for free.
DERU Digital is a marketing agency that helps businesses grow their revenue with PPC and Paid Social.
WHAT'S NEW IN THE INDUSTRY
Google Ads is launching a new feature that allows advertisers to manage consent settings for website data and imported/uploaded data separately. This update aims to enhance data privacy control amidst growing privacy concerns and the continued use of cookies. Currently, this feature is available to select accounts, and its broader rollout is yet to be determined.
Pinterest is experimenting with a new program that enables publishers to sell ads on its platform using an auction system, potentially reshaping ad strategies. This initiative allows Pinterest to leverage publishers' existing advertiser relationships, offering more targeted ad placements. Similar moves by other social platforms, like LinkedIn, indicate a trend toward diversifying revenue streams through such partnerships.
Google is enhancing its advertising platforms with new reporting features and AI-powered creative tools, particularly for Performance Max campaigns. The updates include detailed reporting metrics, improved image editing capabilities, and integration with Typeface for seamless asset creation. These tools aim to help advertisers create more effective ads, gain better insights into ad performance, and ensure brand safety.
Perplexity, an AI-powered search startup, is launching a "Publishers’ Program" to share ad revenue with media partners amid plagiarism controversies. Initial partners include Time, Der Spiegel, and Fortune, and publishers will receive a double-digit percentage of ad revenue when their content is featured in search results. This move aims to set a new standard for compensating publishers and could create a significant new channel for digital advertising.
New data reveals that Google only mixes ads into organic search results in 0.31% of desktop searches and 0.01% of mobile searches. This low frequency suggests that while Google is experimenting with new ad placements, the overall impact remains minimal. Ads placed within organic results or immediately after featured snippets may capture more user attention, potentially affecting click-through rates and ROI.
Digital ad spending increased across retail media, paid search, and paid social in Q2 2024, despite rising prices, according to Skai. Retail media spend grew 21% year-over-year, paid search by 6%, and paid social by 13%, with higher ad prices driving most of the growth. Despite the cost increase, conversion rates have remained steady, indicating that advertisers are effectively navigating the changing landscape using new tools and ad formats like Google’s Performance Max and Meta’s Advantage Shopping Campaigns+.
Google Ads is facing a significant outage that has disrupted key reporting tools and product management features, leading to the exposure of sensitive competitor information. Advertisers are unable to access the Report Editor, Dashboards, and Saved Reports, and are seeing unrelated product details and Merchant Centre information from competitors. Google is actively investigating the issue, which has raised serious privacy concerns and impacted campaign management capabilities.
Starting October 1, Google will implement a 2.5% Digital Services Tax (DST) fee for ads served in Canada, affecting advertisers' costs globally. These surcharges, designed to cover regulatory operating costs, will be added to monthly invoices or statements as separate line items. Advertisers need to adjust their campaign budgets and monitor target locations to manage the increased costs associated with these new fees.
领英推荐
INSIGHTS FROM EXPERTS ON LINKEDIN
Alexander Morabbi Wulsch shares that Reddit is launching Lead Ads, offering advertisers precise targeting within niche communities, allowing ads to reach deeply engaged audiences. This new feature, combined with Zapier integration, is poised to be a game-changer for brands aiming to connect with specific groups on Reddit.
Peter Caputa advises companies to stop focusing on publishing educational content on their websites for SEO, as the cost and effort to maintain it have skyrocketed while user habits shift towards social media and subscriptions. Instead, he recommends creating conversion-focused website content, publishing on social platforms, building subscriber bases, conducting original research, and contributing to high-authority external sites.
Xavier Mantica shares insights on boosting impression share by switching to Manual CPC and lowering bids, revealing that conversions heavily influence ad ranking. He suggests that tracking conversions offline and minimizing them online can trick Google's system into providing more impression share at a lower CPC, challenging traditional beliefs about the importance of CPC bids and quality scores.
Kirill Vdov notes that LinkedIn Audience Network (LAN) shows high dwell times, but this may be an attribution error rather than a benefit. LAN often suffers from poor targeting and low traffic quality, and its extended dwell time is likely due to ads staying visible while users scroll, which can lead to budgets being funneled into LAN unintentionally.
Erik Jacobson highlights the massive opportunity for short-form vertical video on LinkedIn, noting that this format is currently receiving significant impressions due to LinkedIn's new TikTok-style video feed. With only a small fraction of users posting vertical videos, there's a unique chance to gain visibility by leveraging this format.
Patrick Cumming outlines seven uncommon yet crucial skills for B2B marketers to stand out: visualization, resolve, project management, storytelling, critical thinking, curiosity, and integrity. These skills enhance marketing effectiveness and help professionals make a significant impact in a competitive landscape.
Jonathan Bland criticizes the traditional SaaS lead generation method, noting that those downloading content aren't ready to talk to sales. He suggests aligning follow-up strategies with prospects' intent levels and redefining MQLs to reflect genuine interest. Alternatives like content collaborations, events, newsletters, retargeting, and social engagement are recommended to build better relationships and avoid pressuring leads.
Moritz Spangenberg highlights the importance of comprehensive marketing funnels and retargeting in B2B campaigns. He notes that single ads are insufficient due to the complex B2B buying journey requiring multiple touchpoints. Moritz advises using LinkedIn Ads for retargeting and integrating Google Search Ads to attract high-intent customers, creating a layered approach to guide prospects through the buying journey.
Adam Robinson shares the secrets behind Clay ’s user-generated content (UGC) success, debunking myths about paying creators. He explains that Clay's content helps lead generation agencies grow by enhancing their reach and customer base. Adam emphasizes Clay’s effective use of managed services, smart content, and strategic agency partnerships to drive significant growth and engagement without the founders being influencers.
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
Head of Marketing @ KlientBoost | B2B Lead and Demand Gen Specialist | $21M+ Pipeline Generated in 2023
3 个月Thanks for the SO