Weekly B2B Marketing Digest / Week 2
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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INSIGHTS FROM EXPERTS ON LINKEDIN
Elena Jasper believes marketers should focus less on hyper-targeting and more on reaching bigger audiences to get better results. She explains how broadening your audience can help you find new customers, grow brand awareness, and lower costs. Hear more about her ideas in the latest Marketing Architects Podcast, linked in her post.
Emil Kristensen believes that curiosity is the most important trait for marketers to adapt to change. Curious marketers experiment with emerging trends, learn from diverse sources, and apply insights from B2C and D2C strategies to B2B marketing. He stresses that curiosity helps build strategies others will follow, making it a timeless advantage.
Roman Krs explains how a Reddit Ads campaign turned a $4,200 spend into $30,000 in revenue by targeting niche communities, using focused messaging, and optimizing a landing page for conversions. The campaign succeeded because of precise targeting, clear ad creatives, and a smooth user journey. His post emphasizes that Reddit Ads can deliver strong results with the right approach.
Kevin Hjorslev outlines an eight-step process for auditing LinkedIn accounts, focusing on data analysis, campaign structure, audience consistency, and tracking setup. He suggests scoring accounts to evaluate performance and highlights the importance of marketing-sales collaboration. Regular audits, he advises, can uncover overlooked details and biases in long-running campaigns.
Gabriel Ehrlich warns that LinkedIn targets users by their location, not the company HQ, which can complicate ABM for remote global workforces. He suggests uploading ABM lists into LinkedIn Ads and analyzing audience insights to ensure you're targeting the right functions in the right countries. This helps avoid missing key prospects in your campaigns.
Miles McNair explains that achieving results with Google Ads is far more complex than most advertisers realize. Success requires detailed research, solid foundations like tracking and landing pages, and constant optimization and experimentation. Advertisers often underestimate the ongoing effort it takes to drive meaningful results.
Justyna Ciecierska, MSc argues that the traditional funnel model oversimplifies buyer behavior and leads to wasteful actions. Instead of forcing customers through stages, marketers should focus on making their brand memorable and their products easy to find when buyers are ready. Funnels often fail to capture the complexity and unpredictability of real-world purchasing decisions.
Some Google Ads Tools:
Stefan Neefischer ?? has created a free tool called Search Term Miner to help advertisers find missed search patterns in their Google Ads campaigns. The tool analyzes search terms, highlights budget-wasting keywords, and shows opportunities to add better keywords using heat maps. Check out Stefan’s post for the link to try it.
Teun van Gemeren has made a Google Ads tool that helps you understand what changed in your performance and why. It automatically tracks weekly and monthly data and shows it in a simple Value Driver Tree, including key numbers like revenue, costs, and profit. The newest version even adds profit details and automated updates—grab it from his post.
WHAT'S NEW IN THE INDUSTRY
Starting January 15, Google will allow FCA-registered crypto advertisers to promote their services in the UK, provided they meet strict compliance and certification requirements. This policy aims to foster transparency and consumer protection while opening advertising opportunities for regulated crypto businesses. Non-compliance could result in ad disapproval or account suspension.
Despite a confusing Help Center update, Google has clarified that ad scheduling remains available for Smart Bidding campaigns. This feature is crucial for aligning ads with business hours or peak performance times, and its potential removal had sparked concern over budget efficiency and control. Google reaffirmed its commitment to providing flexibility in campaign management.
Reddit has introduced a trends analysis tool and a new ad format for Ask Me Anything (AMA) sessions, enabling businesses to monitor real-time conversations and directly promote Q&A events. The tools offer insights into brand discussions across communities and keyword trends, helping companies engage with Reddit’s growing user base of over 100 million daily active users. These launches mark Reddit’s effort to balance monetization with value for businesses.
Google Ads now allows advertisers to run controlled experiments to reallocate budgets from Dynamic Search Ads or Display campaigns to Performance Max campaigns. This new feature provides data-driven insights into performance improvements by testing PMax campaigns against traditional formats, leveraging AI to optimize creative, audience, and bidding strategies in real time. The update empowers marketers to confidently optimize budget allocation for better ad spend efficiency and ROAS.
Meta’s 2023 “guardrails” policy gave high-spending advertisers ($1,500+ daily) preferential content moderation through human review, bypassing automated systems. While intended to prevent errors for top brands, this two-tiered system raises questions about fairness, leaving smaller advertisers vulnerable to stricter automated enforcement. Internal documents suggest these spend-based protections were controversial even within Meta, as the company faces scrutiny over balancing revenue protection with equitable policy enforcement.
That's the scoop for this week! If you found this valuable and any useful insights caught your eye, feel free to share them with your network.
Until next week!
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1 个月Thanks for the mention ????
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1 个月thanks for the mention Deivis Rupslaukis