Tagged for Success - Tag Digital’s Newsletter - #14
Welcome to the latest edition of Tagged for Success, keeping you up to date with the latest in the digital marketing landscape and key updates across paid channels.
What can you expect in this newsletter?
?? Brand + Performance Marketing = The Winning Combo ??
You’ve probably heard the debate: brand marketing vs performance marketing, the two often seem at odds, right?
This study shows how brand awareness can seriously boost your performance marketing, helping you get better results, faster.
Turns out, strong brand foundations don’t just build recognition, they make your performance campaigns way more effective.
The more your audience knows and trusts your brand, the better your ads will perform ??
What’s New?
? Brand Awareness Drives Conversions
Brands with higher awareness see significantly better performance results. In fact, brands with high awareness achieve 2.86x higher conversion rates than low-awareness brands.
? Performance Marketing Needs Brand to Shine
Brand awareness doesn’t just support performance marketing, it powers it. When your audience already has a connection with your brand, performance campaigns work harder and smarter.
? 37% Awareness = Efficiency Boost
The study reveals that once brand awareness hits around 37%, your conversion efficiency skyrockets. This is the sweet spot for balancing brand and performance efforts for optimal results.
?? Why Event Marketers Will Benefit ??
?? Boost Your Conversions: As brand awareness grows, your performance campaigns become more efficient, driving better results.
?? Long-Term Growth: By investing in brand awareness now, you set up your campaigns for long-term success. The stronger your brand presence, the better your ROI you will recieve on future performance marketing.
?? Sustained Results: The study shows that growing your brand awareness alongside your performance marketing spend will lead to more sustainable, profitable growth.
This research confirms that brand building is essential for making your performance marketing work more effectively.
It’s not just about immediate clicks, it’s about setting the stage for long-term success.
?? Beautyworld Middle East TikTok Case Study ??
Still think TikTok can't be used in your event marketing? Last year we used TikTok as one of our main awareness platforms for Messe Frankfurt's event, Beautyworld Middle East.
Our goal was to generate website traffic with new users which we later converted on Google and Meta at a low CPA with our remarketing campaigns.
The video assets were a key driver for success, the videos didn’t stand out as ads, they fit into the platform’s style ?? and generated 1.6 million impressions and 23.3K website clicks ??
You need to adapt your marketing strategies now to appeal to the rising Gen Z audience and keep up with the new video-first advertising platforms to stay ahead ??
What do you think? How have you changed your marketing or are you still on the fence? Let us know in the comments ??
?? New Feature Test by Google – AI Generated Images ??
Creating the perfect lifestyle imagery for your event campaigns just got a lot easier with Google’s latest AI creative update ??
These tools are designed to help you generate high-quality images quickly, making it simpler to connect with your audience in meaningful ways.
Since the launch of asset generation in Performance Max, Google has continually improved its technology to help you create assets that truly resonate with your customers.
Last year, the feature expanded to six new languages, included new campaign types like Demand Gen, and saw an upgrade to the image generation model.
Now, with the introduction of Imagen 3, advertisers can use simple text prompts to generate images featuring people and faces across Performance Max, Demand Gen, Display, and App campaigns.
Extensive user research and protocols ensure these images meet Google’s high-quality standards while adhering to strict policies to maintain transparency and trust.
This feature is currently in beta mode, allowing a select group of advertisers to experiment with the tool and provide feedback before it becomes widely available.
?? What Can You Create? ??
?? AI-Generated Images: You can now generate images of people in everyday situations, like cooking or spending time outdoors, just by describing the scene.
With the flexibility to adjust details like age, gender, or ethnicity, you can tailor the imagery to fit your audience perfectly.
?? Audience-Driven Image Suggestions: Google’s new recommendations can suggest themes that align with your target audience’s interests, like nature or urban environments.
This helps you create visuals that truly resonate with the people you want to reach.
?? Enhanced Testing for Performance Max Campaigns: You can now test various creative assets, including AI-generated images, videos, and copy, directly within your Performance Max campaigns.
This enables you to quickly optimise your creatives for the best results.
These updates bring new opportunities for event marketers to streamline creative production and ensure their ads capture attention in all the right ways.
Think about how they can improve the impact of your creative assets, making it easier to engage your audience and drive conversions.
?? How Does it Work? ??
? Describe the kind of image you want with a simple descriptive prompt. For example: middle-aged man chopping carrots.
? Choose aspect ratio – make sure your output creatives work for the advertising placement you need.
? Add reference images – if you have existing images but want to refresh them to reduce fatigue in your ads, you can upload them along with your prompt to fine-tune the output.
Here's Google AI's example from the prompt above - "middle-aged man chopping carrots":
You can choose what image works best for your brand and aligns with your event.
The original prompt was quite basic, like all AI prompting, the more specific you are and descriptive, the stronger output you will receive and there will be less re-prompting to get your desired final result.
What do you think? Will you be trying this when it's out of beta mode? Let us know in the comments ??
?? Meta's New Advantage+ Shopping Campaigns: Streamlined for Sales, App, and Leads ??
Meta has announced some major changes with its Advantage+ campaign updates, aimed at simplifying the setup for Sales, App, and Leads campaigns. Source: Jon Loomer Digital
While the changes may seem a bit intimidating at first, they’re all about streamlining the campaign creation process, without taking away your control.
What’s New?
1?? Automatic Advantage+ On – From now on, when you create a new Sales, App, or Leads campaign, Advantage+ will be enabled by default.
This means audience, placement, and budget optimisations will be handled for you, but don’t worry, you can still tweak things to suit your needs if you want more control.
2?? Improved Sales Campaigns Advantage+ Shopping is now rebranded as Advantage+ Sales to serve a wider range of advertisers.
Expect unlimited ad sets and up to 50 ads per ad set, giving you more flexibility to run diverse creatives while keeping the automation intact.
3?? Better Leads Campaigns – Meta’s testing has shown that campaigns with Advantage+ on average deliver 10% lower cost per qualified lead.
This optimisation is promising, especially for those focusing on lead generation with high-quality conversions.
?? Why Event Marketers Should Pay Attention ??
Meta’s making it easier to run campaigns that leverage automation while still allowing you to customise for specific goals.
We used Advantage+ shopping targeting for Art Toronto and Catersource by Informa Connect which increased conversions and lowered the cost per acquisition (CPA).
The campaign objective was driving delegate registrations for both events. It is important to note that we worked on both events the previous year which is crucial for targeting as it uses existing Advantage+ shopping campaign data.
To see the success of Advantage+ targeting, we ran this test alongside the normal new data audience to compare the results.
?? Catersource had an increase of 65 conversions and the CPA was 84% lower ??
?? Art Toronto had an increase of 19 conversions and the CPA was 58% lower ??
What do you think? Are you a fan of Meta's AI driven targeting? Let us know in the comments ??
?? New Google Analytics Integration with Meta Ads ??
Meta is rolling out an exciting update that lets advertisers connect their Google Analytics accounts to gain early access to new updates designed to improve campaign performance.
By linking Google Analytics with your Meta ad campaigns, you'll not only get a more comprehensive view of your results across platforms, but also gain access to new features that can enhance your reporting and drive better campaign outcomes ??
This integration allows Meta to use data from your Google Analytics conversion events, which can improve the overall accuracy of your reporting and help refine your ad strategy.
While Meta hasn't provided full details yet, early tests suggest this could lead to increased conversions and better optimisation opportunities across your campaigns!
?? What Are The Benefits For Event Marketers? ??
Once your Google Analytics account is connected, Meta will begin receiving data from your Google Analytics conversion events, which should provide a more holistic view of your campaign performance.
Meta suggests that this integration may unlock early access to new ad system updates that could enhance your campaign effectiveness.
Keep in mind, this feature may not yet be available for all ad accounts, so if you don’t see it immediately, this will be coming soon ??
This is an exciting update that our team have been waiting for! What do you think? Let us know ??
? The Future of Digital: Insights from Confex 2025 ?
At Confex last month, Nicola Shaw our Head of Growth shared powerful insights on the Next Gen Event Goers and the role of AI in transforming event marketing.
We wanted to share our some key takeaways from her session that every event marketer should be thinking about:
?? The Rise of the ‘Now Gen’ Event Goers ??
The next generation of event attendees is already here. Gen Z has officially overtaken Boomers in the workforce, and they’re not just passive consumers, they want to shape the brands they engage with.
?? More diverse and educated: The Next Gen audience is largely aged 20-44, more educated, and increasingly female.
?? Social impact & authenticity: They care about the brands they support, those committed to social advocacy resonate most.
?? Tech-savvy: From AI chatbots like ChatGPT to social media being the #1 product discovery channel, this generation is driving how brands interact with them.
?? Spending habits: While more cautious with spending, they’re shopping more on their phones than any other device.
This audience is on the lookout for brands they can trust, so how do you connect?
The new search engines aren't just Google, they include social media platforms where influencer content paired with paid media is having a huge impact.
Building community and focusing on continuous engagement are your best bets for staying top of mind.
?? Infinity Loop Marketing: The Continuous Engagement Model ??
Forget the traditional marketing funnel. The Infinity Loop Marketing model Nicola presented is all about ongoing engagement ??
This approach focuses on creating a 365 strategy that keeps your audience involved year-round, before, during, and after your event.
?? Key components of the Infinity Loop model ??
? Community-building: Turning attendees into advocates.
? Content: Keeps your audience connected and nurtures long-term relationships.
? Data: First-party data is more valuable than ever, so collecting it consistently ensures you can optimise your efforts.
?? 365 Strategy for Long-Term Success:
To remain visible, you need a 365 strategy. This isn't just about one-off campaigns; it's about maintaining a constant presence and building relationships that last.
By doing so, you’re not only keeping your audience engaged but also generating valuable data that powers future campaigns.
?? The Importance of Video Content ??
It's not only Gen Z that are big fans of video content like we mentioned at the start of the newsletter, most advertising platforms are becoming video-first!
Even LinkedIn is moving towards a reel style content and it's time for B2B advertisers to adopt this too.
It's crucial that event marketers all include video in their paid strategy or you'll be left behind and alienate a huge percentage of your target audience.
Not sure how you can include video in your advertising? Check out our Creative and Video Best Practice Guide to see how other events are using video for successful advertising!
Keep an eye out for more updates from Confex 2025 as we continue to explore how the future of digital will shape our industry!
Let us know what you think, how are you planning to integrate these strategies into your event marketing approach? Drop your thoughts in the comments below ??
?? Exclusive Insights From the Event Marketing Playbook 2025 ??
To wrap up this month’s edition, we’re excited to share another exclusive, our Event Marketing Playbook 2025 ??
This isn’t your average trend report. It’s packed full of actionable insights designed to help you supercharge your event marketing strategy in 2025.
Here’s a glimpse of what’s inside:
?? Budgeting Like a Pro: Use real campaign data from the past year to set CPA goals that are actually achievable.
?? Exhibitor Sales Done Right: Engage your exhibitors all year round and keep them coming back for more.
?? AI Innovations: Take advantage of AI-powered targeting to optimise your ad spend and drive higher ROI.
?? Infinity Loop Marketing: Forget linear marketing funnels, this new strategy keeps your audience engaged before, during, and long after your event.
Are you ready to elevate your event marketing game? This playbook is packed with everything you need to future-proof your campaigns for 2025.
We hope you enjoyed this edition of Tagged for Success, every month we release two newsletters, with all of the latest news and updates in digital marketing.
The next edition will be out on the 24th March for our AI newsletter.
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