Paid Ads Highlights June 24 - 30
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
Starting in July, Google will automate lead credits for Local Services Ads (LSAs), aiming to streamline the process and improve fairness. This update will use machine learning to automatically review and credit invalid leads, eliminating the need for manual disputes. Advertisers should expect more efficient crediting, especially those with limited resources, although healthcare verticals and EMEA advertisers are excluded.
Google Ads is updating its EU consent policy, requiring explicit user consent signals for Customer Match ads in the European Economic Area (EEA). This change aligns with stricter privacy regulations and will impact how advertisers collect and transmit consent, potentially affecting campaign reach and personalization. Advertisers must use one of four methods to pass consent signals to maintain Customer Match capabilities.
Google Ads has introduced Cross-Media Reach Measurement, enabling advertisers to measure deduplicated reach and frequency across YouTube and TV video campaigns. This tool aggregates data to provide a comprehensive view of campaign performance, helping advertisers make more informed decisions. Key features include reports on digital video and combined TV metrics, allowing better optimization of advertising investments across media channels.
Starting July 31, Google will enforce stricter consent management for AdSense ads in Switzerland, aligning with EEA and UK standards. Publishers must use a certified Consent Management Platform (CMP) or implement the 'ivt' parameter to comply. Non-compliance will result in ads not being served to Swiss traffic, requiring publishers to urgently review their consent management tools.
Google Ads has introduced four significant updates to enhance query matching and brand control. These updates include brand inclusions in broad match, exclusions across all match types, improved visibility of misspelled search queries, and easier blocking of misspelled searches. These changes aim to give advertisers more control over their brand traffic and improve ad performance.
GA4 will soon include cross-channel reporting, a dedicated AI engine, and Chrome Privacy Sandbox support. New features include importing third-party ad data, cross-channel budgeting, Campaign Manager 360 integration, AI-generated insights, and cookieless measurement. These updates aim to enhance data analysis and campaign management, despite ongoing dissatisfaction with the GA4 user interface.
Starting July 1, Apple will extend its 30% fee on Facebook and Instagram ad purchases made through iOS devices to advertisers worldwide. This change, which can be avoided by using desktop browsers, could significantly impact digital advertising costs and strategies. The move, part of an ongoing battle over app store policies, has drawn criticism for being anti-competitive and could reshape mobile advertising practices.
INSIGHTS FROM EXPERTS ON LINKEDIN
Niklas Hützen shares a structured strategy to book over five discovery calls weekly without extensive manual prospecting. By leveraging passive engagement triggers, enriched lead lists, and a well-integrated tech stack, his team uses tools like PhantomBuster, RB2B, and HubSpot CRM to qualify and reach out to potential clients, focusing on educating and nurturing leads for future engagement.
Cassidy Shield emphasizes that advancing in a marketing career requires dedication and hard work rather than fancy degrees. He advises marketers to build trust by being organized, focus on mastering a couple of technical skills, and continuously learn the art and science of marketing through trusted advisors and resources, warning against reliance on shortcuts or fads.
Samuel Malpiedi announces Dreamdata’s new B2B Benchmarks, providing B2B companies with instant access to industry benchmarks directly within the app. This tool allows businesses to compare performance, set realistic goals, and adapt to industry trends with up-to-date, reliable data, eliminating the need for outdated and questionable one-off benchmark downloads.
Adam Goyette shares a split test showing that targeting open sales opportunities with LinkedIn ads featuring case studies and testimonials significantly improves close rates. The test resulted in a 36% close rate, compared to 28% without ad support, and reduced the sales cycle by seven days, highlighting the value of marketing efforts in building credibility and accelerating deal closures.
Kieran Flanagan emphasizes the importance of mastering AI prompts for content creation, sharing a method to convert podcast transcripts into engaging short-form content. By categorizing content into spicy takes, educational lessons, and head nods, this approach helps drive social media engagement and demonstrates the potential of AI when used effectively.
Krists Jakabsons shares his initial experience with LinkedIn's CTV ads, emphasizing the need for high-quality, horizontal format videos under 60 seconds. He highlights the limited optimization options and the focus on reach rather than clicks or conversions. Early insights suggest high completion rates and the importance of self-reported attribution for accurate performance measurement.
Adam Robinson recounts a significant setback at RB2B, where a flawed pricing strategy led to a massive churn of 50% of active users. By implementing a free trial for their pro features and addressing customer feedback, the company managed to retain committed users and adjusted their approach to highlight the value of paid features, underscoring the challenges and resilience required in startup growth.
JD Garcia explains that scaling LinkedIn ads isn’t just about increasing budget but requires finding high-converting audience segments and creating resonant content. He emphasizes testing new channels and strategies to avoid diminishing returns and better target prospects where they spend their time.
Johnny Bott advises against blindly trusting Google's ad conversion estimates, highlighting that Google's algorithms may not account for all variables in specific campaigns. He stresses the importance of analyzing personal campaign data, running tests, and relying on real performance insights to optimize ad spend.
Joshua Stout shares a LinkedIn Ads creative brief, detailing recommended content types and ad formats for different funnel stages. He emphasizes that while the guide focuses on best practices, testing various ad types and sizes is crucial for effective campaigns, and follower ads should be used strategically to build trust and credibility.
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
Paid Social Lead @ DERU Digital
4 个月This is great, thanks for the mention ??
I help companies leverage technology to streamline operations, increase efficiency, and stay ahead of the competition. | 25+ Years in Tech | Consultant | Speaker | Author | ? Schedule FREE Consultation Call Today
5 个月Exciting lineup of insights! Deivis Rupslaukis
Building scalable growth systems for recruitment businesses | Founder @ Automindz | Clay Expert??
5 个月Thanks for the mention Deivis Rupslaukis ??