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🚀 This Week in SaaS Marketing | May 20 -26 This week, the annual #GoogleMarketingLive2024 event brought lots of exciting news and announcements from Google! Stay tuned for the latest updates and innovations in marketing. 🙌 Google introduces interactive ad experiences with Search ads that provide AI-powered recommendations. Search ads can now be more than offers by delivering interactive, AI-powered experiences that provide personalized recommendations—setting a new bar for what a helpful ad can be. 🙌 Google has started testing the integration of ads within AI-generated overviews in search results. Existing Search, Performance Max, and Shopping campaigns are automatically eligible for these placements, potentially enhancing ad visibility but possibly reducing click-throughs to brand websites. 🙌 Google has launched its Ads Data Manager tool to all advertisers, allowing them to centralize and activate first-party data for AI-powered campaigns. The tool unifies various data sources into a single hub, enhancing the effectiveness and personalization of ad campaigns. This rollout emphasizes the importance of data quality and preparedness as AI becomes integral to advertising strategies. 🙌 Google Lens ads to resemble AI-generated search results. Google's Marketing Live event showcased AI-powered visual search results featuring ads that engage users within the context of an AI-assisted visual search. This new approach blurs the line between AI-generated search results and advertisements. The new feature is expected to drive traffic to websites, although the quality of this traffic is yet to be determined. 🙌 PayPal will use your purchase information and shopping patterns to sell targeted ads. PayPal is launching an advertising platform built on a trove of customer transaction data. The company’s new advertising business will encompass purchase information and customer spending habits from PayPal and its sister app Venmo, according to The Wall Street Journal. #ppc #googlemarketinglive #ads #saas #paidads

🔍 Unlocking Success with Smart Bidding in Google Ads 🚀 In the dynamic realm of digital marketing, mastering bidding strategies is key to ad visibility. Smart Bidding in Google Ads is one such strategy gaining momentum. Let's dive into its intricacies: Understanding Bid Strategies: Grasp the fundamentals of manual, automatic, and smart bidding, each with unique pros and cons. Exploring Smart Bidding: Leverage AI and real-time data for dynamic bid optimisation, tailoring bids for maximum conversions or conversion value. Different Smart Bidding Strategies: From Enhanced CPC to Target ROAS, explore strategies tailored to diverse campaign objectives. Implementing Smart Bidding: Follow a structured approach, starting with Enhanced CPC and transitioning to advanced strategies. Setting Up Conversion Values: Fine-tune campaigns by assigning monetary values to conversions, based on customer journey and desired outcomes. Nominal Values as an Alternative: Experiment with nominal values initially and refine them based on campaign data insights. Bonus Tip for Branded Campaigns: Utilise bidding strategies like maximise clicks for branded campaigns to enhance visibility. Incorporating Smart Bidding in your campaigns can elevate your Google Ads performance significantly. Understand bidding nuances and implement strategies systematically to maximise your advertising efforts. 📈💡 https://lnkd.in/dXEuVNCv #DigitalMarketing #GoogleAds #SmartBidding #ppc #ppcadvertising #ppcmarketing #ppcmanagement

Our brain doesn't flip from analytical to creative mode in a snap This challenge caused problems for me as a media buyer I found a game-changer! I introduced "phases" to revolutionize my approach to juggling tasks for numerous clients Here's how it works: Before introducing phases, I was doing everything at the same time when working on the ad account I would take one client, start optimizing, then switch to creating ads, then do reports, then do some research or whatever is needed for a client on that day It was overwhelming Until I started grouping clients' tasks Now every morning I initially 1) Check all the emails/slack to understand if there's something urgent that needs my attention If there's, I add it to my task list 2) I check all the important metrics for ALL clients in our Daily tracker Target metrics are different depending on the client, but usually, those are: MER, FB ROAS, NCCPA, aMER, CR, Spend It also gives me an estimate compared to yday and I know if we are in scaling mode 3) Optimization Before working on every ad account I would check Shopify and 3rd party tracker in more detail At this stage, I'm not doing anything besides budget optimization and moving ads from testing to the scaling campaign 4) Analysis After I'm done with the optimization, I'll check for some trends, like > Recently launched test, to see what got some traction > Why a certain campaign dropped in performance > Did a certain ad eat up most of the budget in some ad set This is the learning phase 5) New Ads Launching & Preparing At this stage, we are just launching all the ads that are prepared in advance Basically, at the end of the day we prepare some new ads This consists of multiple steps and it's the most time-consuming, but it requires the least "brain power" > Download all new videos ready to go live > Upload them to the media library > Create ads > Take post ID > Put them in the testing campaign > Add asset customization now the ad set is ready to go live tomorrow, so tomorrow no time is wasted by finding the copy/video or post ID 6) Other tasks > client communication > competitor analysis > New angle creation Of course, I'm not always doing all phases every day for every client And of course, sometime I would chat with clients on Slack before optimizing or similar, the phases are not set in stone The goal of this approach is not to jump from task to task, or from optimization to ad creation, cause you are asking your brain to go from analytical to creative > Gather info > Know your numbers > Optimize > Analyze > Prepare in advance > Launch > Additional tasks Initially, it was super hard for me to switch to this approach years ago, and I had a hard time getting this into my routine But with time it just becomes easier and easier And it keeps me disciplined Give it a try, and let me know if you have any additional questions

How to Make Advertising a Profitable Investment Rather Than an Expense A few years ago, I worked with a small business that viewed advertising as just another line item on the expense sheet. Before, they’d run campaigns, spend their budget, and hope for the best. The results? It mixed, at best lots of clicks but few conversions. It was easy to see why they felt like advertising was draining their resources, not fuelling their growth. Today, advertising has taken on a whole new dimension. Thanks to the power of AI and automation. Now, advertising isn’t just about spending money, it’s about investing in growth and driving real business results. The shift came with harnessing AI-powered tools that change how campaigns are managed and optimised. This is how automation can turn your ad spend into a profitable investment: Smarter Bidding, Better ROI Imagine you have an expert at every auction, deciding the best possible bid for each impression based on the likelihood of conversion. With AI-powered bidding strategies like Target ROAS and Maximise Conversion Value, that’s exactly what’s happening behind the scenes. Automation helps ensure that every penny you spend is optimised for performance, driving better returns without the guesswork. Real-Time Ad Optimisation I remember launching a campaign, and despite all the planning, it wasn’t delivering the expected results in the first few days. But thanks to responsive search ads, AI was dynamically tweaking the ad copy, testing different combinations of headlines and descriptions. Within days, the performance picked up as the system learned which messaging resonated best with our audience. This is the power of automation, it optimises in real-time, ensuring that your ads evolve and adapt to deliver the best outcomes. Reach the Right Audience AI can also help you reach audiences you might not have thought of. Broad Match keywords, powered by automation will cast a wider net while still staying relevant. Your ads are shown to people who are likely to convert, even if their search queries differ from your exact keywords. This feature has the power to unlock new opportunities and extend your reach beyond your initial audience. Your budget works harder for you, and your business achieves its objectives. At the end of the day, advertising isn’t just about spending it’s about investing in your business's growth. I’m proud to have just earned my Google AI-Powered Performance Ads certification. I’ve seen firsthand the transformative impact it can have on a business. #GoogleAds #DigitalMarketing #SmartBidding #AIPoweredPerformance #ROI

PPC advertisers managing Google Shopping Ads usually opt for a structure based on brand, margin, or category for their campaigns. While these methods effectively advertise across a broad inventory, dealing with hundreds of thousands of SKUs could be a challenge, making it difficult to prioritize individual products. Here is how to improve your shopping campaigns using producing scoring. https://lnkd.in/dNyy-H9N

PPC advertisers managing Google Shopping Ads usually opt for a structure based on brand, margin, or category for their campaigns. While these methods effectively advertise across a broad inventory, dealing with hundreds of thousands of SKUs could be a challenge, making it difficult to prioritize individual products. Here is how to improve your shopping campaigns using producing scoring. https://lnkd.in/dVNeSgis

𝐀𝐜𝐡𝐢𝐞𝐯𝐢𝐧𝐠 $0.662 𝐌𝐢𝐥𝐥𝐢𝐨𝐧 𝐒𝐚𝐥𝐞𝐬 𝐟𝐫𝐨𝐦 𝐏𝐏𝐂 𝐢𝐧 5 𝐌𝐨𝐧𝐭𝐡𝐬 𝐌𝐚𝐫𝐤𝐞𝐭: 𝐔𝐒𝐀 | 𝐍𝐢𝐜𝐡𝐞: 𝐆𝐫𝐨𝐜𝐞𝐫𝐲 Ad Spend: $54,341 ACOS: 8% STRATEGIES IMPLEMENTED: MARKETING & DESIGN: 1. Customer Concern Analysis: Defined the ideal customer’s primary problems and purchasing behavior using data from Amazon Analytics, reviews, and other information available on the Amazon platform. Gathered data to create captivating A+ Content, info graphics, and copywriting, reducing return rates. 2. A/B Testing: Conducted A/B testing on the main image to determine the most effective visual representation. Title optimization was performed to enhance click-through rates (CTR). Notably, showing the product box in the main image and using the main keyword on the box. 3. New Variations: Added new product variations to attract different customer segments and boost sales. 4. Catalog Fixes: Regularly reviewed and corrected parentage inconsistencies, particularly sizing issues, due to recurrent Amazon catalog updates. PPC MANAGEMENT: 5. Sponsored Product Ads: Targeted main competitors, primary keywords, and long-tail keywords that drive sales. 6. Sponsored Display Ads: Focused on high-converting categories and aimed to appear at the top of search results as frequently as possible. 7. Sponsored Brand Ads: Increased brand reach and awareness by targeting competition keywords. 8. Defensive Campaigns: Targeted our own listings to ensure our products appeared prominently on our product display pages. 9. Save and Subscribe (SNS): Implemented the Save and Subscribe feature to enhance customer retention and repeat purchases. CONVERSION RATE OPTIMIZATION: 10. Listing Optimization: Despite initial optimizations, further opportunities for improvement were identified. A/B testing on titles revealed that shorter titles increased conversion rates. Continuously tested main images and A+ Content to stay current with Amazon trends and improve conversion rates. IMPACTS: Increased Average Order Value: Grew The average order value. Stay tuned for more insights and strategies to transform your business! Feel Comfortable to reach out with any questions or for more information. Warm Regards, Hammad Akram CEO – Ecommupscale

The power of automated advertising at DanAds Summit 2024: Dan Lapinski, Senior Ads Manager, Product Marketing, Roku: Small and medium businesses represent more ad spend than the big premium advertisers. But automation and efficiencies in workflows is key—you can't have individual people setting up campaigns for each one of these. Self-serve gives access to data directly—gotta have the growth-hacking mindset to get the most out of it. No obstacles there to optimizing and activating. Setting up the front door for all advertisers is crucial. David Dembowski, SVP, Global Sales, Operative: The next best thing after the front door (ease of buying) is transparency. Knowing where your ads are going, how much you're paying, who you are appearing in front of. Getting past legacy behaviors/systems—experimentation, but also updating your metrics to track outcomes. That drives change. You need to work with your partners to understand what success looks like, and iterate as campaigns go on. Lower-funnel supply is hard fought over—bringing performance advertisers (e.g., DTC) up the funnel realizing value of awareness is key. But creating more of that lower-funnel supply is crucial for publishers. Alex Campbell, Director, AdTech & Programmatic, theScore: The smaller buyers are the most intense because every dollar counts. But it's hard for a pub to give them the most time when the spend is not as big as others. We are thinking of our platform as the front door for everything, not just smaller buyers—media planners from agencies accessing and working out their full plans. With self-serve, you're thinking, "How can I show their spend is performing?" but we need to scale that style of service up to the bigger buyers/clients. #danadssummit24

Struggling to manage an ever-growing product range and online ads? 😰 You’re not alone! Media-Werbung, an online shop specializing in personalized gifts and promotional items for every budget and occasion, is passionate about creating unforgettable experiences for recipients. But managing their extensive product inventory and handling advertising became increasingly challenging. That’s where Shopstory's automation software changed their game. By automating tedious flows, optimizing their campaigns and improving decision-making, Media-Werbung achieved: 🚀 Reduced campaign management time by 82%! 🚀 Increased ad revenue by an impressive 59%! Read on to discover how Media-Werbung leveraged Shopstory to optimize their Google campaigns, reduce advertising concerns, and streamline their product feed. ⚙️ #shopstory #ecommerce #marketingautomation #ads #conversion #googleads

Unlocking Success: The Benefits of Pay Per Click Advertising