Paid Ads Highlights November 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
Amazon's latest ad feature allows non-Amazon sellers to tap into its vast audience for lead generation. With almost 20% of the U.S. search advertising share and $12 billion in Q3 2023 ad revenue, this presents a significant chance for engagement, particularly in sectors like travel, automotive, and local services.
The U.S. Federal Trade Commission reveals a secret algorithm, "Project Nessie," claiming Amazon intentionally raised consumer prices by over $1 billion through deceptive practices, including prioritizing paid ads over relevant search results. Advertisers may rethink their strategies if Amazon is found guilty, seeking platforms with better returns on investment and user-focused ad placement.
Google introduces features like a dedicated deals hub, pricing tools, and the Holiday 100 list to enhance brands' engagement with holiday shoppers. These tools aim to simplify the discovery of discounted products, encourage conversions with new pricing capabilities, and provide insights and gift ideas based on trending searches, offering marketers valuable opportunities for a successful holiday season.
Google's Performance Max introduces AI features, available to U.S. advertisers by year-end, enabling quick generation of text and image assets for campaigns. The generative AI considers performance data, offering suggestions for effective ads across Google's inventory. Advertisers retain control and gain streamlined image editing capabilities for enhanced creativity.
Digital marketing expert Bryan Porter advises against trusting Amazon Ads, citing their tendency to take credit for organic sales and inflate performance metrics. With a $14 million investment in Amazon ads yielding disappointing results, Porter advocates for strategic ad testing, emphasizing the importance of grouping keywords and viewing ads as investments. His insights encourage advertisers to diversify strategies beyond reliance on Amazon ads.
YouTube is launching a personalized 'For You' section on creators' channel home tabs, presenting viewers with a tailored list of recommended videos based on their watch history. This feature, rolling out from November 20, aims to boost viewer engagement, increase revenue, and enhance content discovery. Creators retain control, with options to customize the content mix, including shorts, livestreams, or full videos, providing an opportunity for brands to amplify their presence.
Instacart's ad revenue for Q3 2023 rose by 19% to $222 million, showcasing advertisers' growing confidence in the platform. Despite a $2 billion GAAP net loss, the online grocery retailer reported positive metrics, including a 6% year-on-year growth in gross transaction value (GTV) and a 4% increase in orders. As Instacart continues to develop new ad formats, advertisers may find value in exploring this platform, but they should be mindful of potential rising ad prices as the platform gains popularity.
Google Merchant Center is dividing its Malicious or Unwanted Software Policy into three distinct categories, effective from October: Malicious software, Compromised sites, and Unwanted software. The updated policies aim to combat abuse within its ad network, and advertisers are advised to review and adhere to the new rules to avoid violations, with enforcement ongoing.
Meta, the parent company of Facebook and Instagram, introduces five new lead generation tools to streamline and enhance campaign performance. These tools include Click to WhatsApp Lead Gen, Instant form ad format, Calling leads on Facebook, Advantage+ for Lead Gen with full campaign automation, and integration with HubSpot as a CRM partner. The focus is on optimizing lead generation, nurturing quality leads, and boosting the efficiency of ad campaigns on Meta platforms.
Microsoft Advertising's mandatory Audience Network expansion, introduced in February for enhanced search intent, drew criticism as some advertisers experienced higher CPCs, lower CTRs, and no added value, with 26% of budgets spent on a 0.14% CTR; frustrated by the lack of control, some decreased spend or stopped advertising on the platform, using methods like placement exclusions or requesting opt-out options from Microsoft Advertising representatives or customer support.
领英推荐
Meta introduces a groundbreaking feature enabling U.S. shoppers to link their Facebook and Instagram accounts to Amazon, streamlining the purchase of advertised products directly within the apps; hailed as "the most significant ad product of the year," the collaboration enhances targeting, optimization, and conversion rates, potentially boosting revenue opportunities for Meta, Amazon, and advertisers, particularly post-Apple's 2021 privacy changes impacting Meta's ad revenue.
YouTube may be breaking EU privacy laws by using JavaScript code to detect ad-blocking extensions without asking users for consent. This could greatly affect both the platform's advertisers and the sign-ups for YouTube Premium. AdBlock detection scripts are spyware, and deploying them without consent is unethical and illegal. YouTube is denying the charge and urging viewers with ad blockers enabled to allow ads on YouTube or try YouTube Premium for an ad-free experience.
INSIGHTS FROM EXPERTS ON LINKEDIN
Nate Branscome sheds light on a common challenge faced by performance marketing teams – attributing LinkedIn Ads' influence over time instead of relying on last-touch models. Merging data from LinkedIn Paid Ads, your Website, and CRM can provide a more accurate measure of LinkedIn Ads' true impact, helping teams make informed decisions.
Nanna Dahl introduces the 95-5 Rule, challenging the misconception that ads should yield instant results. Backed by research from the Ehrenberg-Bass Institute and LinkedIn, the rule emphasizes reaching potential buyers who aren't in the market yet. She advocates a customer-centric approach, urging marketers to invest in brand advertising that resonates with future buyers, aligning with CFOs' focus on current and future cash flows.
Ashley Lewin highlights essential information every marketing leader should be familiar with, emphasizing its role in reinforcing confidence during meetings. Covering areas like revenue, win rates, marketing spend, and challenges in the market, she emphasizes the importance of this knowledge in guiding decisions and signals potential opportunities for improving internal communications.
Brian Albert addresses the discrepancies between Google Ads and GA4 data, highlighting factors such as attribution models, timing, and conversion counting methods. Emphasizing the need for a unique tracking setup tailored to each business, he provides insights into optimizing ads with accurate data.
Canberk Beker allocates a significant portion of the demand generation budget to content campaigns, citing their effectiveness in generating first-touch pipeline and reinforcing the association between the market and Cognism. By strategically targeting salespeople and sales leaders through engaging content, he explains how this approach positions Cognism as a thought leader, resulting in increased opportunities from the sales persona.
???? Andrei Zinkevich challenges the common notion of lead nurturing, providing six pillars for successful nurturing. From understanding different buyer journey scenarios to developing a multichannel nurturing program, he emphasizes the importance of aligning nurturing programs with journey stages and tracking engagement spikes for effective lead nurturing.
Brian Andersen believes that the most effective way to enhance the performance of all salespeople is through exceptional marketing. From building a strong brand for better conversion to providing valuable product marketing that simplifies buyer decisions, Andersen emphasizes the impact of inbound requests, great buyer tools, and an improved customer experience. He suggests considering outstanding marketing as a powerful lever for boosting sales.
Mac Reddin ?? highlights the significance of personal branding for B2B sellers, revealing that 60-70% of B2B buyers evaluate a brand's social media presence during the buying process. encourages sellers to invest in personal branding by being authentic, sharing opinions, and building meaningful connections, asserting that these efforts contribute not only to their current roles but also to long-term career success.
Roman Krs outlines a practical framework for measuring LinkedIn ads, covering self-reported attribution, capturing UTM parameters for organic and paid direct leads, and tracking post-view website conversions with a conversion pixel. He suggests incorporating a "How did you hear about us?" field in contact forms, utilizing UTMs in CRM for direct leads, and implementing a conversion pixel for website conversions. The focus is on accurate attribution and optimizing the measurement process for LinkedIn ads.
That concludes our weekly update! Hope you found this valuable. Feel free to share this newsletter with those you believe would gain from it!
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Certified LinkedIn Expert (1 out of 45 worldwide) | Ex-LinkedIn Marketing Solutions Denmark | Public Speaker | Thought Leadership | LinkedIn growth | LinkedIn advertising | LinkedIn training
1 年Thank you for featuring me here, Deivis Rupslaukis. I have had a look at the content you mentioned, and I really like the overview. It is a good way to find content I would not find myself..
Founder, ROASted | Digital at LinkedIn
1 年thanks for featuring!
VP Sales @ HockeyStack ??
1 年??
Co-founder @Fullfunnel.io | ABM and full-funnel marketing for B2B tech companies with high ACV and long sales cycle
1 年Thanks for featuring me again, Deivis ??