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Because we all know how easy it is to miss a great PPC post or thread in any given week, here are the ones I saw that I thought worth sharing:
- Meta Publishes New Guide to the Key Factors Influencing Consumer Decisions (Social Media Today)
- Amazon agrees final deal to close EU antitrust probes (Financial Times)
- 4 new Microsoft features, and 5 other December updates (Search Engine Land)
- B2B Paid Search: How to Advertise in Times of Economic Uncertainty (Merkle)
- New LinkedIn Analytics: More Insight Into Followers & Top Posts (Search Engine Journal)
- Google Search rolls out new search refinements for top bar filters with related topics (Search Engine Land)
- Twitter’s iOS app is riddled with privacy settings glitches (TechCrunch)
- The 10 Biggest Changes to Google Ads You Need to Know for 2023 (Wordstream)
- Hate Speech’s Rise on Twitter Is Unprecedented, Researchers Find (New York Times)
- Amazon is offering customers $2 per month for letting the company monitor the traffic on their phones (Business Insider)
- Is Broad Match the future? (PPC Live UK)
- LinkedIn Announces New Privacy-Friendly Ad Targeting Options for B2B Brands (Social Media Today)
- Pairing SEO with PPC (PPC Live UK)
- Amazon Launches Insipre, a TikTok-like shopping feed that supports both photos and videos (TechCrunch)
- Despite an advertising pause, researcher says brands could be letting Twitter have access to some types of consumer data (Marketing Brew)
- Airbnb’s search marketing shift: Should advertisers follow suit? (Search Engine Land)
- New Report Shows That Young Users are Increasingly Turning to TikTok for News Content (Social Media Today)
So – (1) this is absolutely worth a listen.
(2) I think the “media buying is dead/dying/on death row/whatever” arguments all tend to revolve around the same, narrow definition of what media buying is, to the point where they become a truism. https://t.co/lcyJQTBhNa
— Sam (@DigitalSamIAm) December 6, 2022
Here are my content predictions for 2023, especially in light of AI content…
1. Everyone will continue to go gaga for AI tools (ChatGPT).
Marketers will use these tools to generate generic and boring content. Smart marketers will use these tools to generate ideas to tweak.
— Ashley R. Cummings (@ashleyrcummings) December 5, 2022
A common struggle I see on #LinkedInAds is that costs are high and volume is low.
Whether that’s clicks and CPCs, leads and CPLs, etc.
But here’s a real case for how we consistently generated leads for a client at $30 per lead [THREAD]:#b2bmarketing #linkedinadvertising
— AJ Wilcox (@wilcoxaj) December 6, 2022
How much of PMax is brand? Hotly debated
It’s partially answerable now
Insights >> Consumer Insights >> Search Term Insights
I’m still refining the approach & building out data
This brand saw 43% of PMax revenue coming from brand
NOTE: can’t segment this by search vs shopping pic.twitter.com/OuUjCJ5NUy
— Mike Ryan (@mikeryanretail) December 7, 2022
Google Ads is an area where brands invest heavily, all with little-to-no transparency on what that investment is returning. I’ve done 100+ audits covering hundreds of millions in spend – and here are the 10 things that result in suboptimal outcomes (+ lots of wasted $$$)👇
— Sam (@DigitalSamIAm) December 5, 2022