Paid Ads Highlights May 6 - 12
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
Alphabet, Google's parent company, is actively in talks to acquire HubSpot, a major marketing and CRM software provider valued at around $30 billion. This potential deal reflects Alphabet's strategic move to strengthen its CRM offerings and compete more effectively against industry rivals like Microsoft and Salesforce. The acquisition discussions are ongoing, but no agreement has been finalized yet, with other potential suitors also possibly interested. Antitrust concerns remain a consideration amidst Google's legal matters, and investors are watching closely for further developments.
Meta has unveiled new generative AI features for Facebook and Instagram advertisers, enabling automated ad creation through image and text generation. This update streamlines ad creation processes, allowing advertisers to focus on strategic tasks beyond automation. The Advantage+ creative suite centralizes these AI tools, promising faster workflows and improved ad performance. Meta plans a global rollout of these features by year-end to enhance ad relevance and performance across its platforms.
Reddit eyes monetizing its search results pages, viewing it as a lucrative opportunity to target users with high intent, leveraging its substantial monthly search volume. As Reddit upgrades its search functionality, the platform aims to enhance user experience before introducing search ads. With explicit user intent signals and increased search traffic, Reddit anticipates advertising to naturally complement its enhanced search experience, providing advertisers with diverse platform options.
TikTok underscores its role as a prime destination for discovery and product research, citing its community-driven approach as distinct from traditional search engines. New insights reveal that a significant percentage of TikTok users discover brands and products on the app, leading to high engagement and conversion rates. Amidst legal challenges in the U.S., TikTok is showcasing its community-powered recommendations to maintain its position as a vital platform for product discovery and marketing strategies.
Google's CEO, Sundar Pichai, affirms the enduring importance of links in Google Search results, despite the increasing integration of AI-generated content. Pichai emphasizes that while AI-driven answers are enhancing user experience, links will remain pivotal for deeper exploration and information verification. As Google navigates evolving search experiences, balancing AI-generated content with traditional links is critical to maintaining Search quality and user trust, shaping the future of Search in the coming decade.
Meta recently sent out an alert to advertisers indicating that setting new detailed targeting exclusions would no longer be possible after June 28, but this was confirmed to be a bug. The erroneous message caused concern among advertisers who rely on these functionalities for specific audience targeting and brand protection strategies. Meta has reassured advertisers that there are no immediate changes related to detailed targeting exclusions, alleviating worries about potential disruptions to campaign strategies.
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INSIGHTS FROM EXPERTS ON LINKEDIN
Alon Even highlights the significance of focusing on the Ideal Customer Profile (ICP) rather than the Total Addressable Market (TAM) for effective go-to-market (GTM) strategies. He underscores the drawbacks of a broad TAM approach, including messaging inefficiencies and resource misallocation, advocating for market segmentation and strategic customer targeting based on firmographics, buying committee insights, and account qualification.
Kieran Flanagan questions the transferability of marketing playbooks across different companies, emphasizing the nuances that contribute to playbook success beyond tactics execution. Drawing parallels to Walt Disney's hiring philosophy, he stresses the importance of adaptability and problem-solving skills in marketers over-relying on replicated strategies. Kieran asserts that successful marketers prioritize customer-centricity and continuous learning to navigate diverse product-market fits.
Scott Zakrajsek emphasizes the critical role of accurate campaign tracking in marketing analytics, highlighting common pitfalls and rules for effective campaign naming and UTM code implementation. He stresses the importance of clean campaign data for consolidated reporting and advanced analyses like media mix modeling, providing practical guidelines and process recommendations for mastering campaign tracking within marketing teams.
Albert Sungatullin shares two exercises to enhance B2B website messaging in just five minutes. He emphasizes the importance of specificity and problem-solving in message clarity, encouraging businesses to cut through fluff and differentiate their offerings by showcasing tangible results.
Bernt Muurling challenges traditional campaign strategies by advocating for Target CPA from the outset of new campaigns. He highlights the benefits of setting clear performance targets early on and shares promising results from implementing Target CPA strategies, emphasizing the importance of leveraging data-driven bidding tactics for optimal campaign performance.
Gauthier Gallin addresses common misconceptions about LinkedIn ads that lead to user dropouts. He emphasizes the significance of focusing on valuable content over immediate conversions, challenges the notion that higher bids equate to better lead quality, explains the nuanced cost dynamics of CPC on LinkedIn, and advocates for precise targeting strategies to optimize ad performance and reduce costs. Gauthier stresses the importance of experimentation and independent testing to debunk prevailing myths about LinkedIn advertising.
Gery Slov introduces a game-changing integration between LinkedIn and HubSpot CRM with www.visabili.com , allowing marketers to sync impressions, clicks, and spend data at an account level. This integration provides insights into the indirect attribution of LinkedIn campaigns across HubSpot CRM accounts, enabling marketers to track account-level performance, justify ad budgets, and measure the true impact of their ads on deal progression. Now, LinkedIn marketers can enhance ABM campaigns and optimize strategies based on comprehensive analytics.
Tycho Luijten highlights the importance of focusing on high-impact 'making' work rather than getting bogged down in urgent 'management' tasks. Inspired by Alex Hormozi's distinction, Tycho emphasizes that impactful progress comes from dedicated, uninterrupted focus on critical tasks like strategy development and execution.
In a podcast with Chris Walker , Kyle Coleman urges businesses to reassess sales and marketing budgets due to rising customer acquisition costs (CAC). He advocates for a shift towards budgeting based on achieving target CAC payback periods, eliminating go-to-market bloat caused by tool proliferation and over-specialization. This strategy includes reductions in Google ad spend, AI-driven process streamlining, and a focus on human-led targeting and messaging strategies.
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 Data Intelligence @ Power Digital | We use data to cut your marketing costs.
6 个月Thanks for the shout out ????
Co-Founder @ GerySlov.com | End-to-End Marketing, SaaS B2B | Ex-WalkMe (NASDAQ: WKME)
6 个月Thanks for the shoutout Deivis!
Linkedin Ads & Google Ads for B2B SaaS companies | Founder & Performance Marketer at Grouts Online
6 个月Great list as always!
Driven $20M profitably for clients with FB ads. Partnering with newsletters to get them to 100k subs+ profitably
6 个月Exciting updates. Can't wait to dive into these insights. ????
B2B SaaS Marketing Advisor & Fractional CMO | 2x Exits | 2x Founder
6 个月Thanks for the shout out, Deivis Rupslaukis. Great roundup!