Paid Ads Highlights September 11 - 17

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 jump in:

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DERU Digital is a marketing agency that helps businesses grow their revenue with PPC and Paid Social.

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In case you missed my latest post:

One of many LI Ads Playbooks to generate quality leads:

We all know that in B2B it is very, very hard to convert people who don't know you. That is why you warm them up through different retargeting layers and content pieces. This leads to better quality leads that get closed at a better rate.

WHAT'S NEW IN THE INDUSTRY

• Google's Creative Guidance AI Tool Enhances YouTube Ad Performance

Google has launched Creative Guidance, an AI-powered tool within Google Ads, aimed at optimizing YouTube ad performance. The tool evaluates video ad content, providing feedback and actionable suggestions to enhance effectiveness, covering elements like brand logo visibility, video duration, voice-over quality, and aspect ratio. It offers advertisers quick, valuable insights to maximize their video ad performance.

• Amazon Harnesses AI for Effortless Product Listing Creation

Amazon is introducing AI technology to streamline and simplify the process of creating product listings for sellers. By providing a brief product description, sellers can now use AI to generate product titles, bullet points, and descriptions, saving time and potentially improving listing quality. Early feedback indicates that most sellers are utilizing AI-generated content for their product listings without further editing.

• Google Ads Boosts Ad Performance Through Enhanced Conversions and First-Party Data

Google Ads is advancing towards audience-centric strategies and prioritizing first-party data utilization. Enhanced Conversions, a feature within Google Ads, enriches conversion actions by sending hashed first-party conversion data to Google, improving bidding and targeting. This utilization of first-party data is critical for enhanced audience targeting and provides advertisers with valuable insights for optimizing campaigns and adapting to evolving privacy considerations.

• Google CEO Optimistic About Search Generative Experience (SGE) Future

Google CEO Sundar Pichai is optimistic about the transition to Search Generative Experience (SGE), likening it to the shift to mobile from desktop and stating it won't disrupt Google's business model. However, concerns persist regarding transparency and potential impacts on organic search and advertising.

• AI Transforming PPC Management: Less Manual Work, More Strategy

AI is reshaping how PPC managers operate, reducing manual tasks and emphasizing strategic planning, data collaboration, attribution measurement, audience management, ad creative development, SEO collaboration, and user experience optimization. The shift brings efficiency gains, requiring PPC managers to adapt and focus on new critical areas for campaign success.

• Google Implements Advertiser Verification for Suspended Accounts

Starting October 10, 2023, Google will require certain suspended advertisers to undergo the advertiser verification process before appealing their account suspension. Advertisers will need to provide specific verification information like D-U-N-S numbers or US Social Security Numbers to appeal their suspension.

• Google Faces Antitrust Trial Over Search Engine Dominance

The Justice Department's antitrust case against Google, known as U.S. et al v. Google, is set to commence, focusing on Google's alleged use of its 90% search market share to stifle competition in both search and search advertising. The outcome could significantly impact Google's market dominance and potentially lower costs for advertisers if the allegations are proven.

• Preparing for Peak Seasonality in Paid Search: A Comprehensive Guide

As peak seasonality approaches, this article provides a guide to help businesses prepare effectively. It covers identifying peak seasons, understanding their impact, and planning financial, management, and delivery components to optimize paid search performance during peak periods. Planning for peak seasonality can significantly enhance paid search outcomes.

INSIGHTS FROM EXPERTS ON LINKEDIN

• Nanna Dahl Advises on Video Ad Benchmarks for LinkedIn

Nanna Dahl highlights the importance of utilizing LinkedIn benchmarks effectively for video ads, emphasizing the need to establish key performance indicators (KPIs) for comprehensive campaigns. She underscores the role of video ads in the upper marketing funnel and advocates for their retargeting potential through engagement and interaction data.

• Andrei Zinkevich Advocates for ALLBOUND Full-Funnel Marketing

Andrei Zinkevich dispels the dichotomy between demand generation and lead generation, advocating for the ALLBOUND model that encompasses the entire marketing funnel. He delineates the roles of demand generation and lead generation within a full-funnel marketing strategy, aiming to generate awareness, influence decision-making, and nurture target accounts while ensuring brand differentiation.

• Gauthier Gallin Shares Tips for Enhancing LinkedIn Ad Visuals

Gauthier Gallin provides valuable insights on improving LinkedIn ad visuals through effective ad visual briefings. He recommends aligning briefings with designers and copywriters, being specific and clear in instructions, and utilizing Chat GPT for briefing assistance, ultimately emphasizing the significance of precise and collaborative briefings.

• Justin Rowe's LinkedIn Ad Insights and Lessons from Substantial Spending

Justin Rowe shares significant lessons from spending over $89,000 on LinkedIn ads this year. He advocates for obtaining third-party insights to refine demographics for targeting, emphasizes the effectiveness of text ads for high impressions and low cost, advises strategic ad scheduling, and underscores the importance of managing ad frequency based on campaign objectives.

• Roman Krs Shares Paid Search Strategy for B2B SaaS Demos

Roman Krs outlines a strategy for driving demo requests in the B2B SaaS realm, emphasizing three key aspects: precise targeting with niche keywords, ongoing campaign optimization through exclusions and bidding adjustments, and enhancing conversion rates by identifying top-performing strategies and leveraging them.

• Thomas Eccel Breaks Down Scaling a Google Ads Search Campaign

Thomas Eccel presents a phased approach to scaling a Non-Brand E-Commerce Google Ads Search Campaign. Starting with CPC bidding to accumulate conversion signals, then transitioning to Max Conversion Value bid strategy, and finally implementing a ROAS target for optimization, he provides a structured plan to maximize campaign performance.

• Yulia Olennikova Stresses the Trifecta of Marketing Strategy

Yulia Olennikova underscores the necessity of a balanced marketing strategy founded on three pillars: content, audience research, and distribution channels. Highlighting the pitfalls of neglecting any one of these pillars, she emphasizes the need to concurrently prioritize content quality, audience insights, and effective distribution channels for enduring marketing success.

• Bram Van der Hallen on Tracking Engaged Visits from Organic and Paid Search on Meta Ads Manager

Bram Van der Hallen shares a step-by-step guide on tracking engaged visits from both organic and paid search on Meta Ads Manager. The process involves creating custom conversions and setting up rules to filter traffic, providing valuable insights for campaigns and ad performance analysis.

• Dennis Moons' Tips to Prevent Competing Shopping Ads on Your Brand

Dennis Moons outlines strategies to mitigate competition from affiliates and marketplaces running Shopping Ads for your brand. These tactics include forbidding affiliates from bidding on your brand, optimizing product offerings, controlling exposure with manual bidding, and utilizing Customer Satisfaction Score (CSS) for better pricing leverage and showcasing positive reviews in your Shopping Ads.

And that's all for this week! Hope you find this valuable. Please share this newsletter with people who you think would benefit from it!

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