Paid Ads Highlights July 31 - August 6

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.

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WHAT'S NEW IN THE INDUSTRY

Google Replaces Similar Audiences with Optimised Targeting and Audience Expansion

From August 1, Google is removing similar audiences from ad groups and campaigns and automatically opting these campaigns into optimised targeting and audience expansion. While historical data from past campaigns using similar audiences will remain accessible, marketers concerned with the changes can manually turn off campaigns in the Google Ads settings page. Google's shift reflects its broader strategy to promote automation and better connect marketers with relevant audiences, despite some marketer concerns over the transition.

X Introduces Creator Ads Revenue Sharing Program Amid High Eligibility Criteria

X, previously known as Twitter, has launched its creator ads revenue sharing program aimed to help content creators earn a living. The feature allows users to share ad revenue from impressions made on content responses, with early payouts suggesting significant earning potential. However, the high eligibility criteria – including at least 15 million impressions in the past three months, over 500 followers, and subscription to Blue or Verified Organizations – may limit the reach and impact of the program.

X's Ad Label Alteration Makes Ads Less Noticeable Post-Twitter Rebrand

After rebranding from Twitter, X has made changes to the appearance of ad labels, making them less noticeable and harder to distinguish from organic posts. The word "Ad" is now positioned in the top right corner of posts, rather than the previous "Promoted" tag in the bottom left corner. The alteration, which aims to boost engagement, has sparked criticism from users, but its impact on conversions remains to be seen.

Google Analytics 4 Introduces New Audience Report

Google Analytics 4 has introduced a new Audience report feature, allowing marketers to identify their most engaged and profitable audiences. This tool can help marketers better understand their target audience, using data to make informed decisions and potentially improve their marketing conversions and ROI.

Microsoft Introduces Code-free Conversions for Smart Campaigns

Microsoft has introduced code-free conversion goals across all Advertising Smart Campaigns globally. This feature simplifies the previously manual and error-prone process of adding code snippets to websites for campaign tracking, saving marketers time and effort.

Google Addressing Bug Overloading Search Results with Ads

Google is working to rectify a bug that causes an overload of ads on its search results, displaying five sponsored posts at the top of Search Engine Result Pages (SERPs) instead of the intended four. The bug was identified and reported by marketers, and confirmed by Google's Ads Product Liaison, Ginny Marvin. The glitch, which contradicts Google's ad policy, is being addressed, according to Marvin.

Meta Introduces AI Music Tool: AudioCraft

Meta has introduced a new AI tool, AudioCraft, which allows marketers to create music using text prompts. The tool employs three models - AudioGen, EnCodec, and MusicGen - to produce high-quality sound effects and music. However, potential risks include possible copyright complications and lack of originality in music creation if the tool is heavily relied upon by brands.

Trivago's Opt-Out of Google Ads Product Leads to Profit Drop

Trivago reported a 14% year-on-year drop in Q2 2023 revenue, attributing it to their decision to opt out of Google's new property promotion ads. In contrast, competitor Expedia, which opted to use Google's new ad unit, reported a 6% increase in revenue. Following the disappointing results, Trivago has reversed its decision and begun running property promotion ads in July.

TikTok Tests Enhanced Data Privacy Tool

TikTok is piloting PrivacyGo, a new ad-targeting tool designed to increase data privacy. By employing multi-party computation cryptography, PrivacyGo enables separate parties to identify commonalities in data sets without revealing the original source. The introduction of this technology aims to bolster marketers' understanding of target audiences, improve campaign performance, and comply with data privacy regulations.

X Updates Ad Formats to Blend with Regular Content

Social media platform X is testing an updated ad format that makes promotions resemble regular posts. By changing the "Promoted" tag to a less conspicuous "Ad" marker and making the main image appear like a regular visual attachment, X aims to increase user engagement with ads. However, these changes may face scrutiny from the Federal Trade Commission (FTC), as they obscure ad disclosure in the feed.

INSIGHTS FROM EXPERTS ON LINKEDIN

Understanding the Lengthy B2B Customer Journey by Nanna Dahl

In her post, Nanna Dahl highlights the extended timeline of the B2B customer journey, typically longer than B2C, and often lasting over six months from the first interaction to a finalized deal, according to Dreamdata. Dahl emphasizes the need for a well-rounded strategy for long-term success, rather than a singular focus on bottom-of-the-funnel activities, advising companies to undertake actions that educate, inspire, and clarify the unique value their products or services bring to potential customers. Nanna concludes by underscoring the importance of patience and a diverse approach to marketing for achieving the best results.

Rethinking the Sales Funnel: Moving from Departmental to Buyer Intent View by Chris Walker

Chris Walker challenges traditional perspectives on the sales funnel in his post, advocating for a shift from departmental to buyer intent view. This approach considers how the buyer entered the funnel rather than only looking at the departmental contribution. Walker proposes a new framework that uses pipeline sources as a proxy for buyer intent, which could provide better predictions for sales efficiency metrics. Implementing this model, Walker believes, will drive better alignment among teams, enhance decision-making, and improve the accuracy of revenue planning and forecasting.

ABM List Strategy for Effective LinkedIn Marketing by Gauthier Gallin

In his post, Gauthier Gallin shares his Account-Based Marketing (ABM) list strategy on LinkedIn, designed to effectively target desired companies, exclude competitors and partners, and generate quality website traffic. He also mentions the importance of reaching prospective buying committees. Gallin invites his readers to learn more about the specifics of his strategy, promising more detailed steps.

A Simple Workflow to Amplify Your Reviews by Dimos Michailidis

Dimos Michailidis offers a proven workflow in his post to significantly increase the number of business reviews. He suggests sending personalized follow-up emails to respondents after an NPS (Net Promoter Score) survey, tailoring the approach based on their NPS score. Through this process, Michailidis assures that businesses can provide necessary support to their customers while encouraging the accumulation of positive reviews, which are integral to establishing brand trust.

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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