Luke Jonas 🌍💥’s Post

What changes in PPC strategies do you foresee with Google's new generative AI features? As the landscape of digital advertising continues to evolve, this month's updates bring significant shifts that marketers should review. Google now offers real-time shopping trends and AI-powered insights, empowering retailers to adapt quickly as consumer behavior changes. The potential for enhanced local inventory ads also means consumers can find what they need more efficiently. With TikTok's partnership with Amazon for seamless in-app shopping and Perplexity's plans for Q4 advertising, there's a lot to digest. Now more than ever, businesses must balance innovative advertising with ethical considerations, especially regarding younger audiences. What are your thoughts on these changes? Let's discuss! 🚀 #PPC #DigitalMarketing #GoogleAds #AdvertisingTrends #SocialMediaStrategy https://lnkd.in/gcsxqhRe

I decided to share updates (weekly if I manage to do it) of anything I find interesting across the digital marketing field. So this week: 𝗦𝗲𝗮𝗿𝗰𝗵 𝗘𝗻𝗴𝗶𝗻𝗲𝘀 𝗮𝗻𝗱 𝗧𝗲𝗰𝗵 𝗚𝗶𝗮𝗻𝘁𝘀 - Microsoft Bing and Advertising Leadership Change: transition for the company: https://lnkd.in/eJ7er__r - Google has introduced 3D model markup for product structured data, enabling a more interactive and engaging search experience for users: https://lnkd.in/e6SGwfDU - ChatGPT has updated its format to make links more prominent, enhancing the visibility and accessibility of external content: https://lnkd.in/epKTsDjY - The B2B sector is increasingly acknowledging the importance of brand strategy as a cornerstone of business success https://lnkd.in/ecJ-fFv7 𝗦𝗼𝗰𝗶𝗮𝗹 𝗠𝗲𝗱𝗶𝗮 𝗨𝗽𝗱𝗮𝘁𝗲𝘀 - YouTube advises creators against deleting videos, highlighting the importance of content preservation for channel growth: https://lnkd.in/ezzQgWP2 - Pinterest is sharing insights into its algorithm, shifting focus towards non-engagement signals to better curate user feeds:https://lnkd.in/ehHprbQW - The EU Commission has initiated investigations into Apple, Meta, and Google for potential breaches of the Digital Markets Act (DMA), signaling increased regulatory scrutiny: https://lnkd.in/e7atJtqu 𝗣𝗮𝗶𝗱 𝗠𝗲𝗱𝗶𝗮 𝗟𝗮𝗻𝗱𝘀𝗰𝗮𝗽𝗲 - LinkedIn Ads now offers dynamic UTMs for more effective campaign tracking, enhancing the ability to measure and analyse performance: https://lnkd.in/enykba78 - In 2023, Google suspended 12.7 million ad accounts and blocked 5.5 billion ads: https://lnkd.in/e_QZXjcu - Google has updated its definition of 'top ads': https://lnkd.in/epzTHBGp - Amazon is required to publicly disclose details of the ads it serves within the EU: https://lnkd.in/equUk63E - Advertisers have filed a $7 billion lawsuit against Meta, alleging the company inflated ad viewership metrics: https://lnkd.in/eDXeK8Ye - Perplexity plans to sell ads, entering the competitive advertising space: https://lnkd.in/eJzJ2G3U - Meta has announced a significant update to its audience targeting and insights tools: https://lnkd.in/e2Wwm5Xp

Google’s decision to delay and suddenly enforce its cookie shutdown will have a major impact on digital marketing, causing disruption in holiday campaigns and personalization strategies. It seems that Google’s cookie shutdown in early 2024 may face another potential delay, despite their initial promise to proceed cautiously. Anticipate brands and publishers to once again procrastinate in getting ready for a cookieless future. This is where things could potentially turn unpleasant.

Despite Google's decision to maintain cookies in Chrome, #digitaladvertising has already largely embraced #cookieless solutions — and for good reason. In our latest chat with Viant SVP of Platform & Analytics Steven Ohrnstein, we discuss why #advertisers are and should be going cookieless in today's media landscape. Learn more below. #AdTech #Blog

Shifts in the Search Advertising Landscape Google has been the undisputed champion of search advertising for years, but that might be changing. With new competitors like TikTok stepping in and AI reshaping the game, Google’s dominance is under pressure. TikTok is now letting brands target ads based on what users are searching for, making it a real contender. Plus, an AI startup called Perplexity is planning to roll out ads with its AI-generated answers, moving beyond just subscriptions. Research shows that Google’s share of the U.S. search ad market could drop below 50% for the first time in over a decade. Amazon is also grabbing a piece of the pie, as more shoppers start their searches there. This shift is exciting for advertisers who’ve been craving more options. Google is trying to keep up by introducing new ad formats, but the landscape is changing fast. What are your thoughts on these developments? Do you think Google can maintain its lead?

Let's talk numbers. In 2021, Facebook and Google/YouTube jacked up their CPMs by a whopping 89% and 108%, respectively, according to data used in a recent CNBC report. That's not a typo. And if you think that's bad, just wait until AI starts siphoning traffic away from search engines. Google's search revenue is a big piece of the pie, and they're not afraid to crank up the prices when it suits them. For small businesses, Google Ads is a double-edged sword. It's easy to sign up, but good luck navigating the complexities if you're not a digital marketing pro. You shouldn't need a PhD in ad tech just to get your name out there. And don't even get me started on attribution. After the Safari 14.5 update, Facebook CPLs went through the roof, but actual leads? Barely a blip.  It makes it tough to rely on the numbers many platforms provide. But here's the thing: amidst all this chaos, there's opportunity. Programmatic advertising, for all its headwinds, offers something that the walled gardens don't: transparency (if you do it right).  At least with programmatic, you have a chance to see where the waste is and cut it out. It's not a magic bullet, but it's a start. So, what's should you do today? Focus on cutting redundant costs and fees, for one. Peel back each layer of the ad tech onion, and own each and every contract.  Two, don't put all your eggs in the Google or Facebook basket. Invest in first-party data and build those direct customer relationships. Three, have a closer relationship with publishers, you might just save yourself a lot of money and headache going direct. And most importantly, stay on your toes. The digital advertising world is changing fast, and if you're not ready to adapt, you'll be left in the dust. At The Last Splash, we're here to help you navigate this jargon-filled jungle. We'll give it to you straight, because in this game, knowledge is power, and we're arming you with the tools you need to stay ahead. The digital advertising revolution waits for no one. It's time to make your move, before the tide turns and leaves you high and dry. Let's do this.

What's going on in the world of advertising right now? I'm glad you asked! 😱 𝐆𝐨𝐨𝐠𝐥𝐞'𝐬 𝐘𝐨𝐮𝐓𝐮𝐛𝐞 𝐓𝐞𝐞𝐧 𝐓𝐚𝐫𝐠𝐞𝐭𝐢𝐧𝐠 𝐒𝐜𝐚𝐧𝐝𝐚𝐥: Nothing says "trustworthy" like nudging advertisers to target teens with disposable income... 𝘢𝘭𝘭𝘦𝘨𝘦𝘥𝘭𝘺 🤖 𝐆𝐨𝐨𝐠𝐥𝐞'𝐬 𝐒𝐡𝐨𝐩𝐩𝐢𝐧𝐠 𝐀𝐝𝐬 𝐆𝐥𝐢𝐭𝐜𝐡: A glitch caused advertisers' products to show in other advertisers accounts, exposing business data to competitors! 🛒 𝐓𝐢𝐤𝐓𝐨𝐤 & 𝐀𝐦𝐚𝐳𝐨𝐧 𝐔𝐧𝐢𝐭𝐞: TikTok's latest collab lets you shop Amazon without leaving the app. 🔨 𝐆𝐨𝐨𝐠𝐥𝐞 𝐑𝐮𝐥𝐞𝐝 𝐚𝐧 𝐈𝐥𝐥𝐞𝐠𝐚𝐥 𝐌𝐨𝐧𝐨𝐩𝐨𝐥𝐲: The news we've been waiting for! The DOJ officially ruled Google guilty of being a Monopoly. 👉 For more digital marketing tea, check out the full blog: https://lnkd.in/ebRngsqR

What's new; paid search and social 🚀 ⚡️ Microsoft have introduced Performance Max "brand lists", which allow advertisers to exclude ads from appearing alongside specific brands ⚡️Google is now expanding the rollout of Merchant Centre Next to all accounts, with simplified product management and enhanced features ⚡️Meta has added overlay ads to instagram reels, offering new ad placements in the form of banner ads to capture users ⚡️Amazon have expanded their ad offering for non-Amazon sellers ⚡️ X have launched AI-powered “Trend Genius” ads to help advertisers tap into trending topics on the platform Stay tuned for more updates and insights to help you navigate the ever-changing world of ecommerce and digital marketing! #ppc #paidsearch #paidsocial #ppcnews

𝐇𝐨𝐰 𝐔𝐬𝐞𝐟𝐮𝐥 𝐈𝐬 𝐆𝐨𝐨𝐠𝐥𝐞 𝐀𝐝𝐬’ 𝐈𝐧𝐭𝐞𝐫𝐧𝐚𝐥 𝐒𝐩𝐲 𝐓𝐨𝐨𝐥 𝐅𝐨𝐫 𝐀𝐟𝐟𝐢𝐥𝐢𝐚𝐭𝐞 𝐌𝐚𝐫𝐤𝐞𝐭𝐞𝐫𝐬? 𝐀𝐝𝐬 𝐓𝐫𝐚𝐧𝐬𝐩𝐚𝐫𝐞𝐧𝐜𝐲 𝐂𝐞𝐧𝐭𝐞𝐫 In 2023, Google launched Ads Transparency Center — its own version of the Meta Ad Library and other spy services, which publicly displays ads from advertisers using the Google Ads platform. 𝐇𝐨𝐰 𝐚𝐟𝐟𝐢𝐥𝐢𝐚𝐭𝐞𝐬 𝐚𝐧𝐝 𝐦𝐞𝐝𝐢𝐚 𝐛𝐮𝐲𝐞𝐫𝐬 𝐜𝐚𝐧 𝐮𝐬𝐞 𝐆𝐨𝐨𝐠𝐥𝐞 𝐀𝐝𝐬 𝐓𝐫𝐚𝐧𝐬𝐩𝐚𝐫𝐞𝐧𝐜𝐲 𝐂𝐞𝐧𝐭𝐞𝐫 𝐟𝐨𝐫 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐯𝐞 𝐚𝐧𝐚𝐥𝐲𝐬𝐢𝐬? Advertisers have two options for using Google Ads Transparency Center: 1. Searching for competitors' ads in the Google Ads Transparency Center library 2. Analyzing advertising on other platforms 𝐒𝐞𝐚𝐫𝐜𝐡𝐢𝐧𝐠 𝐟𝐨𝐫 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐨𝐫𝐬' 𝐚𝐝𝐯𝐞𝐫𝐭𝐢𝐬𝐞𝐦𝐞𝐧𝐭𝐬 𝐢𝐧 𝐆𝐨𝐨𝐠𝐥𝐞 𝐀𝐝𝐬 𝐓𝐫𝐚𝐧𝐬𝐩𝐚𝐫𝐞𝐧𝐜𝐲 𝐂𝐞𝐧𝐭𝐞𝐫 𝐥𝐢𝐛𝐫𝐚𝐫𝐲 The simplest method to scrutinize competitors' advertising strategies and campaigns is to search for them directly at adstransparency.google.com. The built-in filters enable sorting ads based on display period, advertising format, geographical location, and political or commercial activities. 𝐓𝐡𝐫𝐨𝐮𝐠𝐡 𝐭𝐡𝐢𝐬 𝐬𝐞𝐚𝐫𝐜𝐡 𝐦𝐞𝐭𝐡𝐨𝐝, 𝐲𝐨𝐮 𝐜𝐚𝐧 𝐠𝐚𝐭𝐡𝐞𝐫 𝐝𝐚𝐭𝐚 𝐨𝐧: 1. The number of competitors' advertisements: A high volume may indicate extensive testing or larger advertising budgets, aiding in precise bid optimization. 2. Effective advertising formats: Identifying the dominant formats used by competitors provides insights into their audience. 3. Current ad creative approaches: Analyzing competitors' ad creatives unveils their promotional strategies, presenting opportunities for media buyers. If a media buyer has a list of competitors, they can research their advertising campaigns not only in the advertising library but also manually on other Google resources. Although this method is time-consuming, it has proven to be useful in cases where competitors use agency accounts like YeezyPay and don't show up in the Ads Transparency Center. If an advertiser doesn't want their creatives noticed by competitors in third-party or Google spy tools, trusted agency accounts from services like YeezyPay are preferable. We help avoid strikes and extend creative lifespan. YeezyPay's Website : https://lnkd.in/dEPD7DAx #GoogleAds #YeezyPay #AdsTips #AdsEducation

For over two decades, the third-party cookie reigned supreme in digital advertising. It was the foundation for targeted campaigns, allowing advertisers to reach specific user segments with laser focus. However, its reign is nearing its end. A recent Econsultancy survey of marketing professionals found that only 8% are “fully prepared” for the cookieless era. A sense of panic is understandable, but according to Peter Day, CTO at programmatic AI pioneer Quantcast, it's a chance to embrace a more robust and privacy-centric future. https://lnkd.in/g6UbY8KD #thirdpartycookie #targetedcampaigns #cookielessera #Google #Quantcast #privacycentric