Paid Media News & Opinion #95
Advantage Paid Media
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Now, let's dive into this week's paid media news:
?? TikTok Search Ads Have Landed! (But not here)
24th September 2024 ? Paid Media ? Source
>?What’s happening
TikTok has launched Search Ads Campaigns in the U.S, allowing advertisements directly on its search results page. This feature enables brands to align ads with specific search behaviours, and as a result, TikTok continues to grow as a search engine.
According to TikTok, 57% of users utilise TikTok’s search feature, and 23% search for something within 30 seconds of opening the app. Early tests show that combining Search Ads with In-Feed Ads boosts conversions by 20%.
>?Why we care
Although search ads have only been rolled out within the US, it’s likely it will become available in the UK sooner rather than later. We know that TikTok has a predominantly younger demographic and therefore will play an important part in securing the next generation of customers.
We will watch closely as TikTok attempts to challenge Google’s search dominance and use learnings from the US to give us a head-start once this feature is available elsewhere.
领英推荐
?? Google Ads releases Video Enhancements for PMax
23rd September 2024 ? Paid Media ? Source
>?What’s happening
Google Ads is releasing a new video enhancement feature that aims to “improve video ad performance through automated adjustments”. Specifically, it states that it may “enhance videos by creating additional vertical and square versions, as well as additional shorter versions”.
As with previous creative enhancement options in PMax, there will be a check box that you can choose whether you’d like to opt in or not. As is often the case with these features, there have been numerous reports of being opted-in automatically by default, so it’s something you’ll need to check on specifically in your campaigns.
>?Why we care
With creative enhancements in the recent past, the results and output have been varied. Whilst Google generally does release features that have shown uplifts in key metrics during their testing, that doesn’t mean that it comes without any flaws.
With creative and branding, there’s certainly been some very poor results from AI optimised video and creative, so we would certainly suggest you exercise caution. It’s probably a feature that is ideal for those with very low budgets, unable to produce enough creative variants to properly test and learn, but we would largely recommend most advertisers approach this with caution.
???Reddit releases AI-powered tools to assist ad creation
19th September 2024 ? Paid Social ? Source
>?What’s happening
Reddit has launched some AI-powered tools to help with ad creation, including an inspiration library, an AI copywriter and an image auto-cropper tool. These are all designed to help speed up the process of ad creation, as well as provide inspiration for writing better quality ads and creative.
Reddit reports that using their tools and “redditisms” have led to a 70% reduction in 28-day view CPA’s.
>?Why we care
These kinds of tools are already available on competitors like Meta, so this is Reddit coming up to speed. Whilst we wouldn’t recommend just adding everything suggested by AI as standard, these tools are genuinely good for time-saving and helping to inspire and recommend the kind of copy and creative that is likely to lead to better results.?
The key is to take their inspiration and tweak it to make sure it’s completely on brand and has the additional context that you have, that the AI might otherwise not have.