Paid Ads Highlights October 16 - 22
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
YouTube has launched Spotlight Moments, an advertising package that allows brands to showcase their videos alongside the most relevant and engaging content related to cultural moments. Powered by AI, this tool identifies popular videos connected to these moments, allowing advertisers to curate content into dynamically updated playlists on a sponsored hub, giving brands visibility during key cultural events. The impact on ROI remains to be seen, but it allows brands to reach their target audience during culturally significant moments.
Chinese tech giant Baidu is set to incorporate its latest generative AI model, ERNIE 4.0, into its search engine, maps, business tools, and cloud services. This integration aims to change how search engine results are presented by providing customized responses instead of traditional lists of results. The ERNIE 4.0 model offers advanced capabilities, such as generating car commercials, solving complex math problems, and creating novel plots, potentially reshaping search rankings, traffic, and advertising.
Google is retiring four rules-based attribution models (First-click, Linear, Time decay, and Position-based) for all properties in Google Ads and Google Analytics due to low adoption rates. This change will impact users of these models and may make tracking beyond the last click more challenging. Data-driven attribution will become the default model, with the last-click model still available, potentially leading to a 6% increase in conversions for advertisers. It aims to improve the flexibility and adaptability of attribution models for evolving consumer journeys.
YouTube introduces timestamps for tagged products in videos, allowing creators to strategically place a shopping cart button at optimal moments. This precision in targeting potential customers during key moments can improve engagement and conversions. The move also gives creators more control before YouTube's ad control changes for specific ad types next month.
Microsoft has made Target CPA and Maximize Conversions available globally, enabling advertisers to use automated bid strategies for optimizing campaigns. These strategies offer hands-off campaign performance optimization while retaining control over budget and success measurement. Microsoft also announced updates to its text-to-image generative AI product DALL-E 3 and Chat Ads API.
Google Analytics 4 is rolling out new customization features for its 360 customers. These features include customized reporting for various teams, BigQuery reports with customization and links, and integrations with other platforms. Advertisers still using Universal Analytics 360 are urged to transition to GA4 to access these advanced reporting capabilities and make data-driven decisions. Google will be gradually introducing these tools over the next few weeks, with more functionalities to come later in the year.
Google Ads introduces tougher requirements for professional certifications on Skillshop. Marketers are now mandated to provide photo ID, a facial image, and a video of their test-taking environment. During exams, live proctors will monitor participants, and these measures have raised concerns among marketers about the certification process's value and costs.
Google AdSense introduces related search for Auto ads, displaying search terms relevant to the content on web pages. Users clicking on these terms are directed to search results pages, improving ad targeting precision and enhancing the user experience. Advertisers can access this feature to connect with high-value consumers.
Elon Musk reveals two upcoming X Premium subscription tiers, one with a lower cost but no ad reduction and another more expensive tier that blocks all ads. The move could impact advertisers on the platform, as X seeks new revenue sources to address declining ad revenue. Musk aims to combat bot activity and reduce costs, emphasizing the effectiveness of the subscription model.
Before creating a Google Ads account, advertisers should consider critical questions. These questions cover goals, assets, audience data, keyword research, metrics for success, trust signals compared to competitors, post-click experience, test-and-learn plans, and payment methods. By addressing these questions, advertisers can ensure a successful Google Ads account launch.
INSIGHTS FROM EXPERTS ON LINKEDIN
David Bentham discusses how his SDR team achieved a 7x increase in their LinkedIn reply rate by using voice notes instead of InMails. He provides a script for effective voice notes that include introducing yourself, showing the value you can bring, and asking for feedback. The use of a light-hearted approach, including laughter, makes the call to action (CTA) less salesy, improving engagement.
领英推荐
Chris Walker highlights the need for a new approach to measuring the sales funnel based on buyer intent, rather than by department. He criticizes the traditional model of attributing success based on the volume of leads generated, which often doesn't lead to increased revenue. Chris suggests a more integrated approach where departments work together based on capturing demand and optimizing revenue strategy.
George Coudounaris discusses the importance of balanced budget allocation for companies to avoid going broke. He recommends allocating 80% of the budget to people ready to buy now and 20% to those who aren't yet prepared. George stresses the need to shift the budget over time towards creating demand by educating, entertaining, and building relationships, emphasizing that this approach leads to sustainable growth.
Andrei Zinkevich Andrei Zinkevich emphasizes the importance of refining GTM (Go-To-Market) fundamentals for B2B marketers in 2024. He provides a checklist for GTM fundamentals, including focusing on profitable segments, creating specific ICPs (Ideal Customer Profiles), and aligning marketing and sales programs. The goal is to shift from measuring leads and traffic to evaluating the impact on revenue metrics.
Andrei Zinkevich Andrei Zinkevich outlines a strategy for building an effective B2B marketing function in 2024, emphasizing alignment with different stages of the buyer journey. Key steps include developing a clear Go-To-Market (GTM) strategy, conducting customer research, visualizing the buying journey of individual committee members, mapping marketing and sales programs, and defining roles and skill sets for each activity.
Ashley Lewin , who has audited several companies' GTM performance, points out critical infrastructure and reporting gaps. These include capturing conversion actions effectively, maintaining consistency in campaign structures and naming conventions, and date-stamping deal stages for accurate performance evaluation. Addressing these gaps is crucial for accurate forecasting and performance analysis.
Gauthier Gallin provides a step-by-step guide for building a LinkedIn ads remarketing strategy. It involves creating remarketing audiences from website traffic, video viewers, and more, and targeting them with different ad campaigns, including spotlight/text ads, soft offers, cases/testimonials, and hard offers. The strategy aims to engage prospects at different stages of intent.
Barry Nyhan clarifies the concept of Account-Based Marketing (ABM), describing it as a smart outbound approach using combined marketing and sales to choose customers rather than having them choose you. He provides a practical framework for starting an ABM program, emphasizing the importance of selecting target accounts, understanding the buying process, crafting tailored messages, and modifying reporting to measure success.
Yulia Olennikova shares insights into the state of Account-Based Marketing (ABM) in Europe compared to the US. While the US focuses on ABM evolution, Europe is still in need of education and faces GDPR restrictions that hinder privacy-compliant ABM. She highlights the differences in campaign sophistication, with European ABM efforts featuring advanced ICP scoring, cross-platform integrations, and nurture approaches.
Sidney Waterfall shares his journey into mastering the skill of conducting customer interviews for research purposes. He emphasizes the importance of setting clear objectives and hypotheses, focusing on conversations, and strategically preparing for interviews. Waterfall highlights that understanding your customers is foundational to success.
Evan Hughes suggests quick fixes that can have a significant impact, particularly in Q4. His recommendations include not gating enablement resources after demo submissions, personalizing chatbots based on user signals, auditing CTAs to avoid confusion, and ensuring website content is clear and emotionally engaging.
Justin Rowe discusses the critical factor of frequency in LinkedIn Ads campaigns. He defines frequency as the average number of ads a prospect sees within a given time frame. He explains the importance of proper time-frame viewing, controlling frequency with budget and audience size, and the typical mistake of low frequency in retargeting campaigns. He offers practical criteria for reducing audience size to increase frequency in retargeting campaigns.
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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Powering LinkedIn Ads & Paid Media for B2B SaaS & Service | Top 100 Most influential PPC Expert
1 年Thanks for the mention Deivis!
Founder/CMO @ Impactable.com | B2B LinkedIn Ads Agency | LinkedIn Lead Gen | LinkedIn Thought-Leader Content | Your Modern B2B Demand Gen Partners
1 年I appreciate the shoutout!
??? Co-Host of The B2B Playbook | ?? Bringing Clarity to Demand Generation That Drives Revenue | The 5 BEs Framework
1 年Thanks for including my post Deivis Rupslaukis !