INSIGHTS FROM EXPERTS ON LINKEDIN
Adam Holmgren shares a look at how attribution platforms like HockeyStack, Dreamdata, and Factors have been building brand presence in the US. HockeyStack surged early with big plays like a Tesla giveaway and AI positioning, but now Dreamdata is catching up and Factors is growing fast. His insights are powered by a new tool from Storybook, and he teases an EMEA version of the analysis coming next week.
Andy Gray lays out a no-BS list of bad habits in paid media that are still way too common, from tweaking campaigns daily to making content that pleases your boss, not your customer. He reminds us that creative quality beats quantity, Spark permissions are worth it, and not all ROAS is created equal. It’s a quick but solid reality check for anyone running performance campaigns.
Anthony Blatner shows how adding a vanity URL directly on your LinkedIn ad image can drive 20% more traffic, without paying a cent more. Turns out, a chunk of users type in the URL themselves instead of clicking, especially when the domain is short and memorable. It’s a simple trick with high intent and no CPC cost, and it works great in both static and video ads.
Jekabs Dambergs argues that real brand growth comes from winning over new, light buyers, not just focusing on retention or upselling current ones. Drawing on Byron Sharp’s research, he emphasizes broad targeting, mental availability, and consistent outreach across channels like YouTube, display, and social. He also shares practical tips for digital marketers, like using lookalikes, influencer intros, and competitor targeting to fuel acquisition at scale.
Santosh Sharan shares new data showing public SaaS companies have lost half their growth while CAC has surged 60% in just three years. He warns that product alone won’t cut it anymore; brands need sharp positioning, GTM innovation, and outcome-based pricing to survive. With more vendors entering flat markets, differentiation, community, and creative exits will define the next generation of winners.
Dan Wilson challenges the old split between performance and brand channels, showing real examples where CTV and OOH delivered immediate boosts, not just in brand interest but also in short-term ROAS. For brands stuck in pure performance mode, these channels didn’t just complement—they outperformed. Turns out, every media touchpoint drives both long- and short-term gains if used right.
WHAT'S NEW IN THE INDUSTRY
New research shows buyers in the GenAI space are only considering about two brands before making a decision. That means strong branding matters more than having the “best” model. If you want to stand out, focus on building recognition and getting into buyers’ heads early.
Advertisers are starting to see a new button in Google Ads emails that lets them apply recommendations right from their inbox – no login needed. It’s super convenient, but some marketers are worried it makes it too easy to make risky changes by accident. If you’re running campaigns, it might be smart to double-check what’s being applied.
Google now stores brand logos and names at the campaign level in Performance Max, instead of in asset groups. This gives more control over how your brand shows up, but if you use the API, you’ll need to update your setup or risk breaking things. The change is rolling out now and will be fully in place by the fall.
Google is testing a new summary row in its Channel Performance report that lets advertisers quickly break down feed-based and asset-based results with a single click. It’s a small UI update, but one that could save time and simplify analysis for mixed-format campaigns. No official rollout yet, but it’s showing up in beta accounts.
LinkedIn analyzed over 13,000 B2B video ads and found that the best performers were honest, culturally relevant, and emotionally engaging, not necessarily expensive or flashy. Videos using memes, storytelling, and real people drove up to 129% more engagement. If you’re making video ads, focus less on polish and more on authenticity and connection.
Google just rolled out Smart Bidding Exploration for tROAS campaigns, letting its AI test new traffic opportunities without changing your budget or setup. It gives campaigns more flexibility to find conversions while staying within your ROAS goals. It’s a solid option for advertisers looking to scale results with minimal effort.
Google Ads launched a new report segment that shows which search terms AI Max is pairing with which landing pages. This gives advertisers clearer visibility into how automation is interpreting intent and site content, something that’s been a bit of a black box until now. It’s a helpful update for anyone trying to fine-tune performance.
That’s the scoop for this week! If you found this valuable and any useful insights caught your eye, feel free to share them with your network.
Until next week!
