Weekly B2B Marketing Digest / Week 35
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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WHAT'S NEW IN THE INDUSTRY
GA4 now includes a benchmarking feature that lets users compare their performance against industry peers, providing critical insights for better strategic decisions. The update allows customizable peer comparisons and covers a wide range of metrics like acquisition, engagement, and retention, helping businesses gauge their performance in context.
Google Ads has introduced a new feature that lets advertisers create remarketing lists based on viewers of specific YouTube creator videos, expanding beyond their own channels. This update offers advertisers new targeting possibilities and more precise audience segmentation based on organic view metrics from linked YouTube creator content.
Google has removed Auction Insights fields from new data sources in Looker Studio, with existing data sources losing access by September 23. Advertisers will need to adjust their Looker Studio reports and rely on Google Ads to access critical competitive metrics like Impression Share and Average Position, which are essential for understanding auction performance.
The judge in Google’s adtech antitrust trial slammed the company’s practices, particularly its deletion of sensitive chats, calling it potentially incriminating. This criticism could heavily influence the trial's outcome and might lead to significant changes in the digital ad industry.
Google has introduced Tag Diagnostics and a new Consent Management Platform to help advertisers enhance first-party data collection and management. These tools aim to make data handling easier while staying compliant with privacy rules.
INSIGHTS FROM EXPERTS ON LINKEDIN
Megan Bowen outlines effective marketing strategies for companies at different growth stages: from founder-led evangelism for startups, to owned media strategies for scaling, and diversified go-to-market tactics for larger businesses. She emphasizes the importance of high-quality content, customer experience, and strategic use of paid digital strategies to accelerate growth.
Rob Muldoon explains how LinkedIn's Quality Score (QS) affects Cost Per Click (CPC), noting that higher CTRs can lead to significant CPC decreases. By analyzing data from a client using manual bidding, he found that improving CTR from 0.5% to 1.5% can reduce CPC by 22%, suggesting this approach could enhance budget efficiency across campaigns.
Kirill Vdov reviews LinkedIn’s new AI Accelerate campaign mode, which automates campaign building with AI-generated audiences, ad copy, and creatives. While the tool simplifies setup, he criticizes its lack of manual bidding and audience customization, concluding that while it's a neat concept, it may not be practical for most LinkedIn campaigns.
Erik Jacobson shares his insights on content marketing in 2024, emphasizing the importance of brand, content, and distribution as key differentiators in a commoditized B2B landscape. He advocates for video-first strategies, originality from within the company, and cautions against short-term content testing. Eric also highlights the need for prolific content creation and the non-negotiable nature of content budgets.
Tycho Luijten offers advice on creating successful B2B ads, stressing that ads should not look like ads to capture attention on social media. He suggests starting with the prospect's problem, avoiding forced CTAs, keeping messages simple, and incorporating humor to make ads more engaging and effective.
Brian Andersen advises that the easiest way to increase a marketing budget is by eliminating inefficient spending. He recommends auditing media budgets, cutting underperforming initiatives, and reassessing tech budgets to identify areas of waste and opportunities for cost optimization.
Kevin Lord Barry discusses how one client saw a 40% increase in conversions by replacing their sales team for lower intent traffic. The new team focused on reminding leads of the company's offerings, calling them immediately after they expressed interest, and requalifying them to ensure they were a good fit. These strategies helped maximize the value of ad-generated leads.
Garrett Mehrguth shares insights from running over $65M in Google Ads for top SaaS companies, highlighting three common mistakes: targeting non-converting informational queries, using "Request a Demo" CTAs that create psychological friction, and failing to audit the entire ad experience. He emphasizes the importance of intent-focused keywords, creative CTAs, and a thorough audit of the ad journey to improve performance.
Gal Aga explains the impact of Gmail's new policy that flags emails with tracking pixels, leading to a shift away from email open tracking. He argues that this change, while challenging, is ultimately positive as it pushes sales teams towards more data-driven methods like using Deal Rooms to track buyer interactions and uncover hidden stakeholders, thus providing more meaningful insights than traditional email tracking.
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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Account Executive Supporting LinkedIn Marketing Solutions Customers
2 个月Subscribed
Marketing, Sales & Digital · Partner, Kvadrant Consulting
2 个月Thanks for the mention! But where do the AI-generated reply guys come from? ??
?? Helping Agencies Book 5-20 Sales Calls Monthly & Sign 3-5 Clients in 90 Days | ??Cold Email Strategist ?? PPC Ads Expert ??Outbound Sales
2 个月Sounds like a packed newsletter! Those expert insights could really shake things up in marketing. Any favorites among them?
I do things that help people sell A LOT more 'stuff'...
2 个月That’s a solid lineup of insights. Sounds like there are some juicy updates to keep tabs on. Staying in the loop is key, right?