Google and Meta are still the go-to duo for marketing spend.
Surprises to me in this chart: LinkedIn, Netflix, and Hulu.
The first is higher than I expected, #3 is a prime spot in this lineup. The other 2 show the growth of streaming ad platforms.
Prepare for increased auction pressure as needed.
Google Discovery campaigns will be replaced by Demand Gen (basically Discovery Max, now with YouTube Shorts placements (and more)) campaigns this fall.
But if you don’t want to wait, you can sign up for the beta now.
More on Demand Gen from Google Ads Liaison Ginny Marvin:
Demand Gen campaigns combine image + video ads in one place and can be used to drive conversions, site visits and actions like sign-up and add-to-cart across YouTube, Discover and Gmail
Just noticed this in Meta Ads Manager today, Meta Shops stats will now be sent to third-party analytics and attribution tools if you have one setup.
The Google graveyard grows.
Starting in early October 2023, any Shopping campaigns using Enhanced CC will behave as if they are using Manual CPC bidding.
Bidding strategies have evolved a lot since the launch of eCPC, so this isn’t surprising. I’m more surprised the announcement wasn’t about the end of standard Shopping Campaigns.
More GA4 updates:
New, pre-built report: audiences. It includes 6 default metrics and any audience you’ve created with at least 1 user in the timeframe you’ve set.
Starting next month last-click and data-driven will be the only attribution models available for optimization and reporting.