Paid Ads Highlights October 23 - 29
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
Yelp has improved its ad-targeting capabilities by expanding its use of neural networks. This enhancement enhances the quality of search results, photo classification, and the accuracy of Yelp's Waitlist. Advertisers can leverage these improvements to serve ads to high-value customers at optimal moments, improving conversion and engagement rates.
TikTok is testing a 15-minute video upload limit, increasing from the previous 10-minute restriction. This change allows brands and influencers to create longer content and opens up new possibilities for integrating in-video ads, making TikTok more competitive with platforms like YouTube.
Google Ads is currently investigating issues affecting Display & Video 360. Users may experience latency, UI loading problems, or getting stuck mid-load. Advertisers using Display & Video 360 for digital marketing campaigns should be prepared for potential delays and wait for an update from Google Ads regarding the issue.
Google has been testing sponsored posts between organic search results, potentially changing the landscape of Google Search. This experiment could provide more visibility for advertisers but may reduce organic search real estate, potentially leading to negative user experiences and impacting SEO efforts. Google has acknowledged experiments in this area.
Alphabet Inc., Google's parent company, witnessed an 11.3% increase in search revenue and a 12.5% rise in YouTube ad revenue in the third quarter of 2023. Although these results exceeded expectations, they highlight that digital ad spend is not yet back to double-digit growth, which is expected to return by the final quarter of 2023. The positive trend suggests that trust in digital advertising is stabilizing, promising potential growth for digital marketers.
Microsoft's Q3 2023 marked its strongest financial quarter, with a 10% increase in search and news advertising revenue year on year. This growth, attributed to generative AI investments, signifies a recovering ad spend post-economic downturn, offering opportunities for marketers. The results exceeded industry expectations and highlight the increasing importance of technology like AI in marketing.
Google is extending its AR Beauty ads to feature lip and eye products, with plans to include foundation soon. This augmented reality experience allows consumers to virtually try on cosmetic items, enhancing the shopping experience for beauty brands. The expansion offers an opportunity for beauty brands to experiment with AR Beauty ads and potentially boost product purchases.
Amazon is rolling out AI-generated images for select advertisers to use in their campaigns. This tool allows advertisers to add backgrounds or scenery to plain product images, potentially leading to a 40% higher click-through rate for products presented within a "lifestyle scene." The AI-generated image tool is easy to use and aims to enhance ad performance, catering to advertisers of all sizes.
Snap, the parent company of Snapchat, saw its revenue rise by 5% after facing two consecutive quarters of decline. The company remains unprofitable with a net loss of $368 million for the third quarter. Snap is investing in enhancing its advertising platform through AI to provide higher returns for advertisers, aiming to improve conversion predictions and ROI.
Google Ads is experimenting with a new overview dashboard that allows advertisers to customize the data displayed and navigate through information in a carousel format. This feature aims to offer greater flexibility to advertisers, helping them save time and access data that is most relevant to their campaigns. If rolled out widely, it could be a valuable tool for advertisers using Google Ads.
A comprehensive checklist offers 13 features and elements to enhance the performance of PPC campaigns, from aligning client objectives to implementing AI-driven tools, optimizing ad creatives, embracing broad match keywords, and running campaign experiments. Advertisers are encouraged to regularly reassess and adapt their campaigns to evolving trends and technologies for long-term success in digital advertising.
Meta, the parent company of Instagram, WhatsApp, Threads, and Messenger, reported a 23% increase in third-quarter revenue, reaching $34.15 billion. The company's profits surged to $11.6 billion, more than doubling from the previous year. This growth is attributed to higher ad revenue, a 31% increase in ads viewed, and an average 6% reduction in ad prices. Cost-cutting measures and AI-driven ad targeting improvements contributed to these impressive results.
Amazon's advertising services generated $12.06 billion in revenue during the third quarter of 2023, marking a remarkable 26.3% increase year-on-year, surpassing Wall Street's forecasts. Collaborations with publishers and brands to serve ads on their apps and websites played a crucial role in this success. Amazon also credited its rollout of new AI capabilities, such as generative AI digital assistants, for supporting small businesses in setting up online stores.
领英推荐
Balancing Google Ads' best practices is essential for achieving PPC excellence. While these best practices, like automated bidding, broad match keywords, data-driven attribution, and Performance Max campaigns, often work well, advertisers should critically assess their context and account knowledge. Best practices might not always apply, and tailoring strategies to individual circumstances can yield better results.
INSIGHTS FROM EXPERTS ON LINKEDIN
Andreas Nielsen discusses the dilemma of text length in ads. While longer text may grab less attention and clicks, it often results in higher-quality traffic and a 37% higher on-site Conversion Rate. Data from 10.6 billion impressions and 91.6k content pieces reveals this trend, though it's essential to consider context and conduct A/B testing.
LinkedIn introduces Dynamic Group Budgets, allowing campaign groups to have optimized budgets instead of individual campaigns. This streamlines budget management, saves time and ensures efficient use. Dylan Hey recommends using this feature when dealing with various campaigns and ad types within a limited total budget.
Chris Walker shares insights on LinkedIn's ROI, emphasizing that traditional attribution models often underestimate its value. He highlights the need to shift from touchpoint-based attribution to a broader perspective, focusing on cumulative demand creation channels and customer insights to adapt to the changing landscape of content distribution and tracking on the internet. He also recommends considering a Hybrid Attribution model for a more comprehensive view of marketing effectiveness.
Udi Ledergor ???? discusses three marketing use cases of Gong that are often overlooked. These include measuring hard-to-measure marketing investments, gaining content ideas from customer calls, and evaluating the adoption and efficacy of sales materials through real-time feedback, leading to improved win rates.
Laura Erdem addresses the confusion around attribution and return on investment (ROI) in marketing. She highlights that ROI is not solely based on the effect but also the investment. To determine ROI accurately, attribution is necessary, and attributing the effect to one activity without considering different attribution models can be misleading.
Justin Rowe provides insights into his marketing funnel, outlining various sources of traffic, including Google search, LinkedIn cold ads, organic, listing sites, and SEO. He emphasizes the importance of retargeting layers to maximize conversions from cold traffic investments and stresses the need for experimentation and diversification in marketing strategies.
Kirill Vdov highlights the challenges of B2B advertising in November, with competition from B2C brands targeting the same audience on Meta. He also mentions the general end-of-year hustle, making it a tough month for grabbing attention, leading to increased ad costs and decreased results. He advises choosing battles wisely and saving resources for December and Q1.
Evan Hughes advises CMOs to avoid masking subpar results by conflating Demand Capture and Demand Create into a single "inbound" or "marketing" category. He suggests running a revenue program analysis to determine the efficiency of ad dollars' investment, win rates, and revenue contributions, and ultimately shift strategies toward more successful areas.
Richard van der Blom highlights various recent changes on LinkedIn, including a reduction in notification frequency, the evolving nature of notifications, improvements in post longevity, and the efficacy of different post formats. He advises users to stay updated with these changes and adjust their content strategies accordingly.
Andrei Zinkevich Andrei Zinkevich distinguishes between what B2B marketers often desire and what they genuinely need for revenue generation. He stresses the importance of a clear Go-To-Market (GTM) strategy, customer research, product knowledge, aligning marketing with revenue, collaboration with sales, in-house expertise, data-driven decision-making, simple revenue reporting, and the 80/20 rule for resource allocation. He highlights the need for marketers to work closely with the sales team to drive revenue effectively.
Experts On LinkedIn Dive Into Conversations About ABM
Tim Davidson argues against the need for technology in Account Based Marketing (ABM) and emphasizes the importance of mastering the basics first. He provides a free-ish ABM tech stack that includes LinkedIn ads, manually curated target account lists, tracking through CRM, spreadsheets, or LinkedIn Audience Insights, and creating compelling content. He believes that expensive tech isn't a prerequisite for effective ABM.
Barry Duffy discusses the Account-Based Marketing (ABM) approach that led to a 55% increase in conversion rates from marketing-generated leads to qualified sales opportunities at the Financial Times. The playbook involves strategies such as targeting the most likely-to-buy companies, using FT content to sell FT content, leveraging real stories for engagement, and employing a multi-level, multi-channel approach.
Vladimir Blagojevi? highlights the crucial functions required for a successful Account-Based Marketing (ABM) team. These include a Senior ABM lead for strategy, ABM campaign management, close collaboration with sales, B2B copywriting, B2B content creation, design, and account sourcing and research. He emphasizes that it's the functions rather than the number of people that matter in building a robust ABM team, which can be scaled based on your organization's stage in the ABM journey.
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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I Help B2B & SaaS Companies Generate Leads, Increase Pipelines and Grow Revenue With ABM & Demand Gen I Sales-Led GTM I Hubspot Expert I Marketing Leader For Hire I Co-Founder @Smarketrs
1 年Thanks for the shout out Deivis Rupslaukis and much appreciated ??
CEO at Heydigital.co - Leading SaaS Performance Marketing & Creative Agency ?? │ Co-Owner at Postdrips.com - AI-Powered LinkedIn Content Writing Tool ??
1 年Thanks for including me again!
Co-founder @Fullfunnel.io| ABM & full-funnel marketing for B2B tech companies with high ACV and long sales cycle
1 年Thanks again for the shoutout!