Paid Ads Highlights April 8 - 14
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
Advertisers are grappling with decreased sales and increased costs attributed to ongoing algorithm glitches on Meta's platforms, affecting campaign performance. Despite Meta's global dominance in digital advertising, with a 22% market share, advertisers are shifting budgets to competitors like Google and TikTok due to escalating campaign costs and unreliable performance.
Google is testing a new 'People Also Consider' label on branded search ads, sparking concerns among marketers about being forced into competitor ad auctions. This feature, appearing as a non-clickable grey box under company details, is raising questions about potential impacts on brand visibility and user experience if brands are inadvertently pushed into competitor auctions.
Google's potential acquisition of HubSpot, valued at $35 billion, is expected to face antitrust resistance from U.S. and European regulators. Despite opinions that the deal might not severely limit competition due to existing major players like Microsoft and Salesforce in the CRM software sector, experts anticipate a legal battle to defend against antitrust concerns if Google proceeds with the acquisition.
A recent study by Socialinsider unveils key LinkedIn posting strategies that drive engagement and impressions. Findings highlight the effectiveness of multi-image posts, video content, and interactive polls for boosting shares and impressions on LinkedIn.
Google's collaboration with WPP signals a transformative shift in advertising, leveraging AI to produce ads for global brands like Coca-Cola. This landmark partnership showcases the integration of Google's Gemini AI for ad narration, script generation, and product image creation, heralding a new era of AI-driven marketing efficiency.
TikTok is testing AI-driven virtual influencers for video ads, aiming to compete with human creators for ad contracts. While this technology is still in the testing phase, concerns arise over potential manipulative marketing tactics and the impact on real influencers and platform users.
The rise of vertical video advertising across platforms like TikTok and Instagram presents significant opportunities for marketers. By prioritizing vertical-first strategies and leveraging AI tools for content variation, advertisers can optimize campaign results and engage users effectively in this dynamic format.
INSIGHTS FROM EXPERTS ON LINKEDIN
Recommended by LinkedIn
Christoph Schachner provides insights into recent changes to LinkedIn ads, discussing pre-roll video ads on B2B publications, new live event ad formats, and buyer group targeting, offering opinions on their potential impact.
Andrei Zinkevich highlights key points from sales VPs on marketing support beyond inbound leads, emphasizing areas such as vendor awareness, change management content, cohesive account insights, creating business cases, and clear marketing messaging.
Sam Kuehnle delves into the dynamics of the buyer's journey, explaining how companies are often pre-selected by buyers before they officially start their purchasing process, stressing the importance of adapting marketing strategies to this shift in buyer behavior.
Yulia Olennikova cautions against CEO expectations of a CMO solely adding to the sales pipeline without addressing critical marketing aspects like market research, conversion rates, and integrated GTM strategies, emphasizing the need for a comprehensive, full-funnel approach.
Patrick Cumming provides a proven copy template for creating compelling LinkedIn Ads focused on hyper-specificity, ensuring that the primary text directly speaks to the target audience, product features, and desirable outcomes to drive higher engagement and conversions.
Cassidy Shield challenges the notion that buyers enjoy comparing products, highlighting the importance of clear differentiation in marketing and the role of category design in effectively positioning products to address buyer needs and minimize uncertainty in decision-making processes.
Kirill Vdov highlights the value of using supertitles to simplify audience targeting but cautions against their broad nature, which can lead to ineffective campaigns due to unexpected job title inclusions. He provides practical tips to identify and manage supertitles for more precise targeting and campaign effectiveness.
Søren Vasø emphasizes the strategic importance of analyzing closed-lost deals to improve sales outcomes. By examining competitor-related data and deal trends, businesses can identify weaknesses and optimize strategies to combat competitive losses. He suggests specific actions to address common patterns and strengthen market positioning against competitors.
Vladimir Blagojević reframes marketing and sales as a series of buyer buy-ins, emphasizing the importance of aligning strategies with buyer needs. He outlines eight critical buy-ins that buyers go through, stressing the necessity of addressing each stage effectively to secure sales success. Vladimir offers practical steps to align marketing and sales efforts with buyer journeys, enhancing engagement and conversion rates.
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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Great insights! To further boost your marketing strategy, consider implementing a HEXACO model of personality testing in your ad targeting—it can lead to more nuanced customer segmentation and potentially higher engagement rates.
Senior Marketing Automation Specialist | Marketing Consultant | 𝙁𝙀𝙀𝙇 𝙁𝙍𝙀𝙀 𝙏𝙊 𝘾𝙊𝙉𝙉𝙀𝘾𝙏 🖇️
8moSounds like a goldmine! Stay ahead with those insights, mate. Deivis Rupslaukis
I help companies resuscitate dead leads and sell using AI ✍️🇲🇫🇺🇲🇬🇧 #copywriting #emailmarketing #coldemail #content #databasereactivation
8moExciting insights shared in your newsletter, looking forward to staying updated.