Paid Media News & Opinion ??#56
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?? LinkedIn ad tracking gets better & new revamped document ads
28th November 2023 ? Paid Social ? Source
???What’s happening
LinkedIn has introduced new performance measurement capabilities and upgrades to Document Ads, making it easier for brands to measure and track the success of their LinkedIn ads. These include a Conversions API for combining LinkedIn and company data (allowing for better monitoring of lead quality), a simplified 'Website Actions' feature for tracking ad conversions, and three enhancements to Document Ads including the ability to retarget document ad engagements, better abilities to track website conversions and the ability to distribute document ads across the LinkedIn Audience Network (LAN), which includes placements such as the New York Times.
???Why we care
Attribution for B2B advertisers is key to understanding performance, and even now, it's still very hard to attribute success accurately. By allowing data on LinkedIn to flow more freely with the Conversions API, advertisers can get a slightly better view of how their campaigns are contributing to business success (and LinkedIn will stay in good standing with regulators!).?
Document Ads have been very popular among advertisers, so the ability to retarget based on interactions with these is game-changing for some, allowing for more extensive retargeting in the future. Throw in the expanded placements on the LAN, and we can see a very promising future for Document Ad performance.
?? Introducing YouTube Shorts as a standalone placement
27th November 2023 ? YouTube Shorts ? Source
???What’s happening
YouTube Shorts ads are breaking out of beta and becoming accessible to advertisers as a standalone placement.?
To get started:????????????????
Use these top tips to create YouTube Shorts ads to make the most of this exciting new feature:?
? Keep It Short and Sweet: Under 30 seconds is ideal
? Show, Don't Tell: Use visuals and actions to convey your message
? Create a Hook: Craft an intriguing opening
? Clearly Highlight Benefits of your product/ service
? Include a CTA?
? Test Variations: Experiment with different thumbnails and video styles
? Storytelling: Craft a compelling narrative to draw people into your brand
? Consistency Matters: Maintain a consistent style and tone to reinforce brand identity
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???Why we care
YouTube Shorts is the buzz right now, and for good reason! This format opens doors to an entirely fresh approach to YouTube Ads. Consumer demands are evolving, as seen on platforms like TikTok and Instagram Reels. YouTube Shorts taps into this evolving consumer preference, giving marketers the chance to embrace a dynamic and engaging ad format, which is non intrusive to the consumer experience on YouTube.
?? Restricted financial ad targeting for Google Ads from next year
28th November 2023 ? PPC ? Source
???What’s happening
Google is imposing new restrictions on ways that financial services ads – such as credit cards, mortgages, loans, bank accounts and debt management products – can target consumers. The definition of these kinds of ads are widening from “credit” to “consumer finance”. For US & Canada, gender, age, parental status, marital status and ZIP code will not be available for targeting from the end of February 2024 and take up to 6 weeks to roll out. Google cites “[protecting] customers” as their main reason for the changes.
???Why we care
Audience targeting and bid adjustments can be a very helpful tool for financial advertisers to avoid irrelevant ad spend and tailor ad experiences to users, so this will be painful news for many.
While limited to US & Canada, it’s likely this will roll out to other markets too – including UK/EU - affecting even more advertisers. However, unlike product features, policy changes often vary between countries so there’s no guarantee of any changes elsewhere just yet.
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What else we've been talking about: