Paid Ads Highlights September 25 - October 1
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
This article challenges conventional marketing Key Performance Indicators (KPIs) and suggests alternatives, emphasizing the need to measure efficiency and value rather than traditional metrics like spend and click-based CPA. The author advocates for focusing on profit over spend and integrating CRM data for better insights into cost per acquisition.
OpenAI's ChatGPT is introducing voice and image functionalities, allowing users to engage in voice conversations and share images as prompts. The article highlights the creative potential but also cautions against potential misuse, particularly concerning for advertisers due to risks like impersonation and fraud.
Snapchat's My AI will now feature highly relevant sponsored links using Microsoft's Chat Ads API, presenting advertisers with an extensive opportunity to connect with the app's massive user base, especially Gen Z. The article explains the process for advertisers to optimize mobile coverage and emphasizes the potential for increased ROI and engagement with core audiences.
Microsoft introduced a new Advertising Network for Retail in the US, aimed at simplifying the process of creating retail media campaigns and helping brands quickly launch profitable programs. The network connects retailers with a relevant demand pool, expands offsite reach, and offers an additional buying path, providing brands access to Microsoft Advertising’s extensive network and relevant advertiser budgets.
Contrary to speculations, Apple's senior vice president of services, Eddy Cue, states in an antitrust trial that Apple has no plans to develop its own search engine, highlighting that its partnership with Google is in the best interest of Apple users. The collaboration involves Google being the default search engine on Apple products, a multibillion-dollar deal negotiated by Cue, shedding light on the dynamic between Google and Apple.
A California State Court of Appeals decision overturns a previous ruling, allowing lawsuits against Facebook over claims that its advertising algorithm is biased. This development raises concerns about potential unintentional discrimination by brands using Facebook’s ad tools if the algorithm is proven to be biased, emphasizing the need for fair practices in ad algorithms.
Digital marketer Greg Finn expresses loss of trust and credibility in Google Ads following Google's admission of quietly adjusting ad prices to meet targets, suggesting advertisers should reconsider their reliance on Google's platform. Finn criticizes Google's lack of transparency and terms like "auction" that might mislead advertisers, urging businesses to rethink their trust in Google Ads and explore alternative options.
YouTube is revising its Advertiser-Friendly Content guidelines, now allowing creators to monetize content discussing sensitive topics like sexual abuse, abortions, and eating disorders, provided the content remains non-graphic. This move broadens advertising options for brands but necessitates thoughtful ad placement decisions regarding association with controversial issues.
Google Optimize will no longer be accessible after September 30, pushing marketers to conduct A/B testing in Google Analytics 4 (GA4). This transition may pose challenges for marketers adapting to GA4's interface after the discontinuation of Universal Analytics, emphasizing the need to adapt testing strategies and optimize user experiences within GA4.
When a PPC campaign falters, swift action is crucial. Internal factors, within control, and external factors, like competition or events, play significant roles. The article emphasizes a strategic approach to diagnose and rectify issues, offering insights into internal checkpoints like change history reports and external factors like competitor analysis to improve PPC outcomes.
Ad fraud is set to siphon off a substantial $84 billion, constituting 22% of online ad spend this year. A study by Juniper Research predicts a grim scenario, expecting this figure to double to a staggering $172 billion by 2028. Brands are urged to consider fraud-blocking tech or reallocating ad budgets to bolster their SEO strategy to mitigate the impact of ad fraud.
YouTube introduces Video View Campaigns (VVC) globally, utilizing AI to strategically serve ads to relevant audiences, optimizing engagement and ROI. VVCs integrate various ad formats, including skippable in-stream, in-feed, and Shorts ads, achieving 40% more views and a 30% lower cost per view compared to in-stream skippable CPV campaigns on average, as per a Google study. This advancement ensures advertisers connect effectively with their target audience, enhancing campaign efficiency.
TikTok's new AI tool, Creative Assistant, utilizes data-driven insights to aid advertisers in crafting more effective campaigns. This virtual assistant within the Creative Center helps analyze data, offer suggestions, brainstorm ideas, and provide best practice guidance, streamlining content creation and enhancing engagement on the platform.
领英推荐
Reddit is discontinuing the ability to opt out of ad personalization, aiming to provide users with more relevant ads without increasing ad frequency. By better-predicting users' preferences, this change improves targeting, benefiting advertisers by enhancing campaign effectiveness and engagement with their target audience.
Microsoft alleges that Google interfered with its attempt to sell Bing as Apple's default search engine, offering more than Google but being rejected due to Apple's deal with Google. This sheds light on the importance of default search engine status and raises questions about the role of product quality versus financial considerations in such partnerships.
INSIGHTS FROM EXPERTS ON LINKEDIN
H?gni á Reynatr?e discusses how virtual waiting rooms go beyond traffic management, driving conversions through social proof, commitment, scarcity, and improved customer journeys. Statistics and insights underline their effectiveness in boosting sales and customer engagement.
Jonathan Bland shares three effective templates for crafting introductory text and headlines in paid social advertising. Focused on clear messaging, a strong call-to-action, and delivering specific outcomes, these templates are valuable tools for advertisers.
He underscores the significance of product marketing in paid social strategies for SaaS brands. He offers a structured approach to organize product messaging, enabling a deeper understanding of product benefits, audience segmentation, and effective ad creation, highlighting the importance of a well-structured messaging foundation for successful paid social campaigns.
Kirill Vdov challenges common A/B testing practices in LinkedIn ads, highlighting the need for distinct creative variations to counter low data volume. He advises a comprehensive approach involving visual, tonal, and layout differences for meaningful results.
??? Yoann Ferrand introduces the concept of "Minimum Clicks" in Google Ads, emphasizing its role in making data-driven decisions and efficient PPC management. He guides on calculating the minimum clicks required for conversions and leveraging this understanding for impactful strategies.
Dan Chorlton discusses the increasing Brand CPCs and shares insights on optimizing brand campaigns, adapting to changing match types, guiding algorithms, and reviewing bid strategies to ensure effective paid search, emphasizing the need for continuous optimization and alignment with marketing objectives.
Sam Kuehnle cautions against relying solely on paid ads as a marketing strategy and advocates for diversified tactics like quality content sharing, podcasts, employee engagement, and educational videos. He emphasizes that integrating multiple tactics synergistically is the key to a successful go-to-market strategy, enhancing brand visibility and impact.
Olga Denisova sheds light on the inefficacy of conventional metrics like CAC, MQLs, and SQLs, stressing that they can be artificially boosted, leading to misleading success indicators. Instead, she advocates for prioritizing revenue-related KPIs like tracking revenue, LTV, average order value, and number of purchases, while using traditional metrics as secondary indicators for funnel progress.
Justin Rowe reveals a highly effective automated Zapier flow designed to optimize email intros and handoffs between executives and sales reps. The system uses LinkedIn outreach, Google Sheets, and automated emails to seamlessly initiate conversations and manage introductions, showcasing the power of automation in enhancing sales processes and lead conversions.
Evan Hughes cautions CMOs about the overemphasis on pipeline creation as a strategy, urging a shift towards a holistic approach that prioritizes quality over quantity. He highlights how some companies inflate their pipeline with ineffective strategies, emphasizing the need for a deeper understanding of buyer behaviors, funnel conversion rates, and revenue impact to drive sustainable growth and success.
That concludes our weekly update! Hope you found this valuable. Feel free to share this newsletter with those you believe would gain from it!
Let's keep the conversation going with a
QUESTION OF THE WEEK:
How do you currently balance revenue-centric KPIs with traditional metrics like leads, CPL, MQL, and CTR?
#ppc #paidads #demandgeneration #demandcapture #googleads #linkedinads #facebookads #twitterads #microsoftads #b2b #b2bmarketing #twitterads #brand #paidstrategy #marketingstrategy #paidtips
Driving Growth with Performance Marketing | AI Enthusiast
1 年Wow, didn't expect to make onto this fine list of expert insights! Thanks for the mention, Deivis! ??
15 years experience from startups to IPO and $100mln+ revenue | Marketing in hyper-growth companies | Honest view on leadership
1 年Thanks for the mention, appreciate it!
We increase profit for enterprise advertisers using our Marketing Technology and proprietary algorithms
1 年Great round up and super useful. Thanks for including me Deivis! Kristina - another good resource of search updates