Beitrag von TRG | The Reach Group GmbH

🔥 Still one of my favorite infographics. Here the explanation: 🎯 Search Campaign: The starting point for most advertisers, perfect for high-intent audiences. Search campaigns are the core of Google Ads, showing your product/service when users search for it. CPA is usually at its lowest point. 💡 Performance Max Campaign: Pmax captures demand and provides big coverage across various Google channels. Good choice if you want to gain additional reach & conversion value beyond keyword-based Search campaigns and you aren't limited by which channel your ads appear on. 🌟 Demand Gen & Video View Campaign (VVC): Here starts the real Demand generation part. These campaigns can help you attract potential customers by showing your creatives or videos across visual and entertaining platforms. Here we are more or less on Meta Ads level. CPA might be 2-5x higher than for your Search Ads. 📺 YouTube Reach Campaign: Video Reach (CPM bidding) campaigns offer a lot of branding possibilities. At this point you reach the highest CPA but also the most available impressions of all Google Ads campaign types. What insights would you add here? For more Google Ads content you can follow me -> Thomas Eccel and hit the 🛎 to not miss anything new. #ppc #googleads #sem

𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗮𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴 𝗽𝗮𝘀𝘀𝗲𝘀 𝟵𝟬 𝗽𝗲𝗿𝗰𝗲𝗻𝘁 𝗺𝗮𝗿𝗸. This headline could appear as early as 2040 in digital industry publications. The figure stems from the McKinsey Global Institute’s Report, which identifies digital advertising as one of the core technologies set to drive economic growth through 2040. So, what do these 90 percent mean in absolute terms? In 2022, digital ad revenues reached $520 billion. By 2040, these revenues could soar to $2.9 trillion in the more optimistic scenarios. Besides the ongoing shift from traditional to digital channels, four key factors fuel this evolution: 1️⃣ Global middle class growth 2️⃣ Increased consumer attention on digital media 3️⃣ Positive ROI of digital ads 4️⃣ New digital media formats But who will benefit the most from this growth? Currently, a few walled gardens dominate the market. In the future, we might see new platforms emerge – both global and local ones. The structure of these future channels will shape the data set companies can use to target customers. Additionally, AI is poised to dramatically alter the customer journey. This brings up more than just the question of how AI will affect the market and which media channels will emerge. It also raises questions about how AdTech solutions can keep the open web attractive for advertisers, how branding strategies might evolve as available channels focus on performance, and, of course, how pricing will develop within this ecosystem. 🛒 𝗔𝗻𝗼𝘁𝗵𝗲𝗿 𝗸𝗲𝘆 𝗺𝗮𝗿𝗸𝗲𝘁 𝗮𝗰𝗰𝗼𝗿𝗱𝗶𝗻𝗴 𝘁𝗼 𝗠𝗰𝗞𝗶𝗻𝘀𝗲𝘆 𝗶𝘀 𝗲-𝗰𝗼𝗺𝗺𝗲𝗿𝗰𝗲. #eCommerce generated around $4 trillion in 2022, and by 2040, this could reach $14 to $20 trillion, according to the study. The online share of non-food segments could climb as high as 38 percent. Growth will come from emerging markets with expanding middle classes. But the researchers also see potential in developed regions like North America, Europe, and the Asia-Pacific, where new e-commerce categories still offer growth opportunities. Categories that appeal to customers’ emotions show strong potential for #SocialCommerce, which could become a major industry driver. All in all, McKinsey predicts that e-commerce will achieve the following shares by 2040: 🌎 North America - 50 percent 🌏 Asia-Pacific - 40 percent 🌍 Europe - 36 percent With these good news for the industry, I wish you a wonderful weekend! 🤖PS: Sign up for my newsletter #DMEXCO #DigitalDigest to receive articles like that directly in your inbox. Link in my profile. ✌ 📸 PPS: This cool photo of me was taken at #DMEXCO at the pilot Agenturgruppe stand in the #CMOLounge - shot by VIP portrait photographer Raimar von Wienskowski. 🙏 Ulrich Kramer Kristian Meinken Stefan Zarnic Bosse Küllenberg Anja Jeremias Martina Vollbehr Julia Weber Gian-Marco Spinosa DMEXCO - Digital Marketing Expo & Conference

Facebook Ads 🆚 Google Ads… Na co postawić? Gdzie działać? Nie da się ukryć, że Google i Facebook to dwaj najwięksi giganci technologiczni na świecie. A jeśli chodzi o reklamę, obaj są liderami w swoich dziedzinach. 🍋🟩 Google Ads: Najlepsze dla wyszukiwań z intencją: działa dobrze, gdy klienci aktywnie szukają produktów lub usług. Idealny dla firm w branżach takich jak usługi lokalne, prawo oraz e-commerce. Targetowanie: bazuje na słowach kluczowych i intencji zakupowej użytkowników Koszt: Zwykle droższy niż Meta Ads, ale oferuje lepsze wyniki przy wysokiej intencji zakupowej Zalety: • przeglądarka Google to niekwestionowany lider na rynku przeglądarek, • Google umożliwia tworzenie reklam tekstowych, dzięki czemu można zacząć ich wdrażanie bez dodatkowych nakładów czasu, • użytkownicy trafiający na reklamę prawdopodobnie są zainteresowani zakupem produktu (są niżej w lejku sprzedażowym). Wady: • konkurencja – wszystkie reklamy mogą się wyświetlić w ograniczonej liczbie przypadków, co sprawia, że w frazach z dużą konkurencją CPC (koszt kliknięcia) będzie znacznie wyższy. 🍋🟩Meta Ads (Facebook/Instagram): Najlepsze do budowania świadomości: Doskonały do produktów, których użytkownicy mogą nie szukać aktywnie, ale są nimi zainteresowani. Dobrze sprawdza się w branżach moda, lifestyle i rozrywka lub nowościach na rynku. Precyzyjne targetowanie: Możliwość targetowania na podstawie zainteresowań i zachowań. Koszt: Zazwyczaj tańszy niż Google Ads, idealny dla mniejszych budżetów Zalety: • Ludzie spędzają w mediach społecznościowych mnóstwo czasu, dzięki czemu można im wyświetlać wiele reklam, co wpływa na ich niższą cenę – z tego samego powodu media społecznościowe są świetnym narzędziem przypominającym o dokończeniu sprzedaży, • media społecznościowe są miejscem, które użytkownicy kojarzą z przyjemnością, dlatego odpowiednio stworzona kreacja reklamowa może skutecznie zainteresować produktem, • targetowanie – Facebook oraz Instagram wyświetlają użytkownikom reklamy na podstawie m.in. ich zainteresowań, danych demograficznych czy wydarzeń z życia. Ogrom możliwości doprecyzowania grupy odbiorców jest największą zaletą tego systemu reklamowego. Wady: • Niższa tendencja zakupowa, • Facebook nie narzuca ograniczeń w wyświetlaniu reklam, przez co odbiorcy mogą być zmęczeni ciągłym ich oglądaniem. Nie ma jednoznacznej odpowiedzi na pytanie, czy lepiej reklamować się w Facebook Ads, czy w Google Ads. Nie należy jednak skupiać się wyłącznie na jednym z nich, ponieważ w większości przypadków wykorzystanie mocnych stron obu systemów daje dużo lepsze efekty niż działanie jednotorowe. Pamiętaj, że Facebook Ads i Google Ads w większości przypadków współpracują ze sobą jak zespół muzyczny. Nawet najlepszy skrzypek nie stworzy orkiestry – potrzebuje reszty muzyków, aby utworzyć pełne, harmonijne brzmienie, zgadza się? lemon-media.pl #DigitalMarketing #GoogleAds #FacebookAds #MetaAds #SocialMediaMarketing #PPC #eCommerce #Targetowanie #LemonMedia

Every eCom brands wants to diversify their channel mix right now. But most fail to do so. Here is why 👇 Let's skip the discussion whether or not you should/need to diversify your channel mix for now. Here is the reality of how eCom brands usually test new channels (let's take TikTok as an example) 1️⃣ Allocate budget of 5-10k for a test 2️⃣ Copy/paste creatives from Meta into the TikTok Ads Manager 3️⃣ After one or two months of running ads, performance based on click data is not as good as Meta, so they declare: TikTok is not working for us.... Let me explain why this is flawed and how to approach channel diversification instead: 1️⃣ Not enough budget and time Building up a new channel takes time. You need to learn the ins and out of the channel and thus your team needs enough time and resources to work on the channel. This is not something that should be done on the side with 10% of one person's time. Here is what you should do instead: Set aside 3 months and a good chunk of someone's time to invest into building out that channel. Also set aside a minimum budget during that period that you are happy to spend no matter what. You need to be able to make mistakes at the beginning in order to learn. With a set up (that you forecast to have zero impact on your topline) you give your team breathing room to experiment and learn. 2️⃣ Not correctly defining what success looks like You can't expect a new channel to perform at the same level after 3 months than a channel you have been working on for the last 3 years. That is just not realistic. Also that is really the wrong thing to compare. You don't want to compare a new channel to the average performance of an existing one, but the marginal return of the exisitng one. What does that mean? So let's say your Meta new customer ROAS is 2x with an average spend of 200k pm. However, when you add 20k in monthly spend to that channel, the ROAS drops to 1.95 Thus the new customer ROAS of that extra 20k spend is only 1.5 This reduced return is likely the reason you want to diversify your channels and is also the better target for this new channel. So when testing new channel, you need know the current marginal return of your main channel. Beating that is the definition of success. But even if you haven't fully gotten there within 3 months, it might make sense to continue in the channel if you have the conviction that you can get there by continuing to optimize the channel over the next months. --> There is two more reasons but I am reaching the max. amount of characters for this post, so check the comments for the those. 👇

🚀 Today, we're thrilled to announce the launch of #SPOTS, our latest innovation in #datadriven advertising. Using advanced geographic #analysis, SPOTS enables brands to target users with precision at the zip code level. SPOTS benefits: 👉 Granular analysis: tailor ad strategies to specific locations. 👉 Data driven insights: leverage historical visit data and advanced methods for targeted campaigns. 👉 Strategic targeting: ideal for brands aiming to strategically expand market presence or defend current market share. Discover how SPOTS can transform your #advertising strategy. Dive into the details!  👇👇👇 https://lnkd.in/dGCbWy_B

UPDATE on trends in REACH, ENGAGEMENT, FOLLOWER GROWTH and MORE... Don't worry, your are not alone on the slide downwards After publishing our Annual Algorithm Report (February 6th) we continue to research what's happening with LinkedIn™ and the performances on the platform. Lately many of you have written me that they have become demotivated, even frustrated about the way things are currently going. Some quotes: "It's a disgrace! Used to get 10,000 views on average, now struggle to see 3,000" "Richard, you know what happened to follower growth? It completely stopped" "Unbelievable, AI generated posts seem to perform lot better than my own" Now again, as I can't emphasise this enough! Make sure to have the right KPI's in your strategy. Not views, engagement, or follower growth but conversion needs to be the goal. However, here an update on the most important metrics (*) Conclusion, it's not you. (*) all numbers are averages compared to the situation on January 6th 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹 𝗣𝗿𝗼𝗳𝗶𝗹𝗲𝘀: Impressions: down to 30 - 40% Follower Growth: down to 35 - 45% Engagement: down to 70 - 80% Impact of Top Voice (Collaborative Articles) on reach: none 𝗙𝗼𝗿𝗺𝗮𝘁𝘀: Carousel (aka PDF aka Document): down to 40 - 50% (!) Text + Image Post: down to 30 - 40% Native Video: down to 75 - 85% Polls: down to 40 - 50% 𝗪𝗵𝗮𝘁 𝘄𝗲 𝘀𝗲𝗲 𝗶𝗻 𝗼𝘂𝗿 𝗙𝗲𝗲𝗱 𝗻𝗼𝘄: Sponsored Content & Ads: almost 50% Preferred Content Creators: almost 24% (*) Other Content Creators: 18% AI Generated Content by LinkedIn: 6% Organic Company Page Content: around 1,5% (almost invisible) (*) it seems that lately LinkedIn™ is favouriting specific content topics around AI. Also engagement (your comments) on AI generated content get more visibility than the average comment you leave on content from your network. A bad idea, when it comes to the "social" in social network in my eyes. 𝗠𝗼𝗿𝗲 𝗶𝗻𝘁𝗲𝗿𝗲𝘀𝘁𝗶𝗻𝗴 𝘀𝘁𝘂𝗳𝗳 (𝗮𝗴𝗮𝗶𝗻 𝗰𝗼𝗺𝗽𝗮𝗿𝗲𝗱 𝘁𝗼 𝗝𝗮𝗻 𝟲𝘁𝗵) • Posts with selfies (you in the picture) now get up to 50% less reach (!) • Personal Stories are shared amongst your followers but see a severe drop in reach after the first 24 hours. Like LinkedIn™ has shortened the life span of   these posts • Posts with over 8 tags perform 30% less now, regardless engagement • Hashtags have no impact anymore what so ever on reach / performance You see, it's not you, we are all in this boat. However, the graph below shows the reach of 40 big content creators (+100k followers) we have been following since 2 years now. • 36 are down in reach between 35% and 55% • 2 have managed to keep things more or less the same • 2 are going against the trend and see more reach I guess, we are all looking for a solution here? PS: Do you worry about less reach on LinkedIn? What's your solution?

🔥 3rd Google Ads News of 2025 and again for YouTube Ads. Spotted this new Ad on 𝐝𝐢𝐬𝐩𝐥𝐚𝐲𝐢𝐧𝐠 𝐕𝐢𝐝𝐞𝐨 𝐕𝐢𝐞𝐰𝐬 𝐚𝐧𝐝 𝐧𝐨 𝐂𝐚𝐥𝐥 𝐭𝐨 𝐀𝐜𝐭𝐢𝐨𝐧 𝐚𝐧𝐝 𝐋𝐚𝐧𝐝𝐢𝐧𝐠 𝐏𝐚𝐠𝐞. All I found out: Seems like that Google Ads is testing this new type of YouTube ad format that shows view counts but no call-to-action (CTA) and no possibility to navigate on a specific final URL. This small but strategic change could have some implications for advertisers. 𝐖𝐡𝐚𝐭 𝐢𝐬 𝐜𝐡𝐚𝐧𝐠𝐢𝐧𝐠: -> Displaying view counts could build trust by leveraging social proof. In this case the Ad shows 30k views and might attract more users than an ad with 100 views. -> Users are more likely to engage with content that appears popular, as the view metric acts as a validation of quality or interest. -> For advertisers, this could mean improved brand reputation and CTR (leading to a higher Quality Score), even without a direct CTA in place. However, this format may be most effective for upper-funnel campaigns for awareness, where engagement and impressions matter more than direct conversions or clicks. I'm not sure yet if this is part of a Demand Gen campaign or plain YouTube campaign. What do you think? 🤔 For more Google Ads content follow me 👉 Thomas Eccel and hit the 🛎️ to not miss anything new. #ppc #googleads #youtube