It’s not just about delivering the right message to the right person.
It’s about delivering the right message to the right person at the right time in the right context.
In the words of Phill Agnew:
Our surroundings always anchor us.
Some Google updates you might have missed earlier this year:
Exclude age groups from shopping placements in Performance Max campaigns
an AI sales assistant in shopping related search results (in testing)
Demand Gen campaigns are adding display network to the placement portfolio at the ad group level (so much for quality).
Video Action Campaigns are being migrated to Demand Gen, but you
will be able to use Demand Gen to create a YouTube only performance campaign
More robust campaign planning with Advanced Plans. Looks to offer options based on your objective, recommending the campaign type mix and budget allocation.
Customer Match list membership duration will be capped at 540 days
Louis Grenier & co shared some great nuggets on a fun CXL webinar earlier this week:
- “Strategy is deciding what not to do”
- Don’t just aim for no, but say no
- Do something unrelated to your core services to stand out
- Don’t be broad, be focused in your messaging
And, of course, the key to this whole business thing:
Find a group of people that have struggles in common that you can serve by solving them in your own unique way
What memorable message is your marketing leaving?
Is it easy to remember?
Does it focus on the customer or action?