??Paid Ads News: April 3-9

??Paid Ads News: April 3-9

Welcome to this week’s news (April 3-9). Dive into the latest news on Google's retiring attribution models, Microsoft Advertising updates, the ongoing debate about PPC quality scores, and seven innovative ways to leverage ChatGPT for your PPC campaigns.?

News in the industry

?? Google Retires Four Attribution Models

Google will soon retire four rules-based attribution models in Google Ads and Google Analytics, including first-click, linear, time decay, and position-based models. This change will affect those who still use these models, as anything that isn't last-click will be harder to track. The sunset is due to their low adoption rates, with fewer than 3% of conversions in Google Ads using these models. Switching to the data-driven attribution model typically results in a 6% increase in conversions for advertisers. These models will sunset starting in September, with GA4 and Google Ads no longer offering them for newly created conversion actions starting in May and June, respectively.

?? Microsoft Professional Service Ads and Broad Match Updates

Microsoft Advertising announced that all broad match modifier keywords for search ads will now serve as broad match keywords instead of phrase match. This change is expected to be beneficial to advertisers' conversions and cost per acquisition (CPA). Additionally, Microsoft Advertising's professional service ads are now available globally, providing an effective way to connect professionals with consumers. Bulk operations in the Asset Library and viewing/editing the current target bid value within the campaign grid have also been introduced to improve the platform's usability.

?? Quality Score in PPC: Vanity or Valuable?

Quality score, a metric used to determine ad rank and CPC in PPC, remains a debated topic among paid search professionals. Some view it as a vanity metric, while others see it as a KPI to optimize and report regularly. Despite its confusing nature, experts suggest using quality score directionally, focusing on tightly-themed ad groups and improving landing pages. While quality score shouldn't be a standalone KPI, it can be a useful tool for enhancing PPC performance when used as part of a holistic search marketing strategy.

?? 7 Ways To Leverage chatGPT For Your PPC Campaigns

1. Keyword Classification: ChatGPT can help group keywords by relevance, making it easier to optimize ad groups and improve Quality Score.
2. Ad Creation: Enlist ChatGPT's help to generate headlines and descriptions for your responsive search ads (RSAs).
3. Search Terms Optimization: Use ChatGPT to rank search terms by relevance and prioritize negative keyword ideas.
4. Shopping Feed Optimization: Optimize your shopping ad feeds by using ChatGPT to fill in missing data or suggest new product titles and descriptions.
5. Building PPC Audiences: Utilize ChatGPT as a research assistant to generate ideas about consumer preferences and create custom audience segments in Google Ads.
6. Landing Page Relevance Optimization: Have ChatGPT analyze your landing pages to understand their relevance and make necessary tweaks for improved targeting.

What people talk about on Linkedin

?? Want to get better at growth marketing? Try to build something using YOUR OWN MONEY.

Chris Walker highlights the importance of treating marketing budgets as if they were your own money. By sharing his personal experiences of building e-commerce stores and managing advertising budgets, he emphasizes the need for effort, talent, and strategy to achieve positive ROI and drive success in growth marketing.

?? Does demand gen work?

Alice de Courcy shares her team's successful demand generation results, attributing their impressive performance to four key factors: adopting a demand-first approach to paid advertising, optimizing content production and ideation within demand generation teams, prioritizing website messaging and optimization, and implementing a focused SEO strategy. These strategies have led to increased pipeline, revenue, and overall marketing effectiveness.

?? How to create a great GTM (go-to-market) strategy

Andrei Zinkevich outlines seven critical steps to develop a successful marketing strategy: defining core marketing elements, understanding unit economics, conducting customer research, focusing on demand creation, obtaining feedback on marketing messages from the ideal customer profile (ICP), investing in relationships within niche communities, and aligning messaging with the journey stage. These steps emphasize a buyer-centric approach and foster collaboration between marketing and sales teams.

?? Reverse engineer your own buying journey - a cappuccino machine example.

A great example by Gaetano Nino DiNardi Nino DiNardi how flawed attribution can be in digital marketing. His process involved searching for and watching product reviews and demonstrations on YouTube before making a quick purchase through the company's website. This showcases how YouTube can significantly influence buying decisions, even though it may not receive proper attribution credit in marketing analytics.

A Webinar To Attend

Battle for budgets: DEMAND GENERATION vs DEMAND CAPTURE

?Steffen Hedebrandt?Co-founder & CMO at?Dreamdata

Jillian Als?VP of Marketing at?Tricent

Brian Andersen?Partner at?Kvadrant Consulting

Casper Emil Sciuto Rouchmann CEO & Founder at SparkForce

Register here

This is it for this week’s update! Thanks for reading and see you next week!

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