Google

Apr 30, 2024 ∞

I kind of love this idea:

How to transform your Google Ads headlines with anti-audiences

To define your anti-audience, think about who’s least likely to say “yes” to your offer:

Who doesn’t resonate with your unique selling points?

Who clicks your ads but doesn’t become a lead or make a purchase?

Who fills out a form but never follows through to become a client or customer?

Your brand can’t be for everyone.
Which means it’s actively not for some.
Lean into that.

Apr 27, 2024 ∞

Reddit has launched their Meta catalog and Google Shopping ads clone: Dynamic Product Ads.

Very tempted to try these since the forum has taken over Google Search results (part of the licensing deal courtship?).

& there’s this:

Reddit is saying Dynamic Product Ads drove 1.9x greater Return on Ad Spend (ROAS) when compared to conversion objective campaigns, based on the results of testing in Q1.

Reddit is a destination for shopping / product research, why not try to close the loop and turn it into a purchase driver.

via Search Engine Land

Apr 25, 2024 ∞

So about them cookies

Google delays third-party cookie phase-out to 2025 (maybe)

For the third time, Google has postponed the anticipated deprecation of third-party cookies in its Chrome browser.

Consider this a grace period to get your plans in order.

via Search Engine Land

Apr 23, 2024 ∞

Temu is spending like crazy on advertising

“As a result, this increases everyone’s CPA (cost per acquisition) on platforms like Meta and Google because large advertisers like Temu are monopolizing ad inventory and heightening the costs of the advertisers targeting the same audiences.”

over 9,000 active Temu ads are running across platforms.

Be prepared for shifts. These systems (Meta’s auction) are volatile, and businesses should always be prepared to pull back when need be, and have a toolkit of options for where to place their online ad dollars.

2024 gonna be bumpy.

via Adweek

Apr 10, 2024 ∞

In response to the Search Engine Land piece about Google Ad Strength that I responded to, Google says Ad Strength is not used in the auction.

But!

Ad Strength looks at 4 categories that have been identified to result in better performance through regression analyses.

For example, a low Ad Strength could explain a lack of impressions, but low Ad Strength doesn’t prevent ads from entering into auctions.

It’s a feedback mechanism for creative content and meant to be used as a helpful guide to improve the effectiveness of your ads. Again, it isn’t used directly in the auction.