Hey! Welcome to our latest newsletter, a curated blend of the latest news in digital marketing, coupled with insights from top thought leaders on LinkedIn.
INSIGHTS FROM EXPERTS ON LINKEDIN
INSIGHTS FROM EXPERTS ON LINKEDIN
Patrick Cumming breaks down the three biggest mistakes B2Bs make with Google Ads: running too many non-search campaigns, targeting low-intent keywords, and using inefficient bidding strategies. He advises focusing on search campaigns, high-intent keywords, and setting up smarter bidding to drive better results. By fixing these, B2Bs can get higher ROI from their ad spend.
Erik Jacobson explains why YouTube is the most overlooked channel in B2B marketing and how it could become a top pipeline driver. With TV viewing moving to streaming and YouTube leading the pack, the platform offers everything marketers need—from awareness to conversions. He encourages marketers to act now while competition is low and take advantage of YouTube’s huge potential.
Lashay Lewis says most bottom-of-funnel problems are actually caused by poor communication between teams. Sales, marketing, and product need to collaborate to create BOFU content that reflects input from everyone. When teams work together, you get stronger content that actually converts.
Ray Jang 🐰 built an AI tool that tracks competitors’ winning hooks, themes, creatives, personas, and selling points, delivering updates in just 2 minutes a day. It replaces two weeks of manual research with an automated daily report.
Marc Woodland highlights a common mistake: treating LinkedIn as a pure lead-gen channel. He explains that combining brand-building ads with lead-gen campaigns can boost conversions by 6X, as trust and awareness drive buying decisions. Marc advises businesses to use LinkedIn as a full-funnel platform.
Charlie de Thibault explains why MMM and incrementality testing don’t work well for businesses with seasonal demand. These models assume customers are always buying, but seasonal shifts require a focus on metrics like search volume, brand mentions, and engagement. He shares practical strategies for navigating high-demand periods effectively.
Ashley Lewin: Rethinking “Owning Your Audience”
Ashley Lewin points out common pitfalls in building owned channels like email lists and blogs. To succeed, brands should prioritize audience-first content, such as digestible blogs, personalized email campaigns, and valuable resources. Ashley emphasizes thoughtful execution over simply moving off rented platforms.
Connor Lewis: The Secret to Notion’s Viral YouTube Ads
Connor Lewis breaks down Notion’s successful YouTube ad campaign, which features authentic customer stories and free templates. The ads focus on the user’s journey rather than the product, creating an emotional connection. Connor shares tips for replicating this approach on a budget.
WHAT'S NEW IN THE INDUSTRY
Google’s global search engine dominance dropped below 90% in the final quarter of 2024, marking a significant shift after nearly a decade of control. The decline, driven largely by competition in Asia, raises questions about whether users are turning to alternatives like AI-driven search engines. Bing, Yandex, and Yahoo saw slight gains, signaling a potential trend to watch in the coming months.
Meta faces a class-action lawsuit claiming it inflated advertising reach metrics by up to 400%, potentially exposing the company to over $7 billion in damages. The case, which covers ads purchased since 2014, highlights concerns about the reliability of Meta’s ad metrics and could enforce stricter transparency standards. Advertisers impacted may see compensation, while the lawsuit raises broader questions about ad measurement on social platforms.
The UK’s Competition and Markets Authority launched a probe into Google’s search dominance under new digital market rules, questioning its 90% market share. Regulators aim to assess Google’s impact on news publishers and competitors like AI-powered search tools, potentially leading to significant operational changes. If labeled with “strategic market status,” Google could face new restrictions, reshaping the search and ad landscape in the UK.
Elon Musk is reportedly exploring the purchase of TikTok’s U.S. operations, which could add 170 million users and boost his AI ambitions through data integration. The potential acquisition raises concerns about changes to ad costs and content policies, following trends seen at X (formerly Twitter) after Musk’s takeover. With competition from Microsoft and Oracle, the Supreme Court’s upcoming decision could trigger a high-stakes bidding war ahead of a January deadline.
Spending too much on branded search ads might be wasting your budget, especially when organic listings can drive the same results. Google’s long-standing recommendation to bid on brand terms has been questioned, with studies showing limited value in non-competitive situations. Marketers are now shifting to smarter, data-driven strategies to balance paid and organic efforts and save on unnecessary ad spend.
Microsoft Clarity now integrates with Google Ads, offering deeper insights into how users interact with websites after clicking on ads. The new features include engagement metrics, heatmaps, and session recordings to optimize campaigns and landing pages. This update makes it easier for marketers to improve ROI by focusing on actual user behavior, not just clicks.
TikTok faces a potential U.S. ban after the Supreme Court upheld a law requiring ByteDance to sell its American operations by Sunday. The move aims to address national security concerns tied to data privacy but could disrupt campaigns for brands reliant on TikTok’s audience. Marketers are preparing to shift to alternative platforms like Instagram and YouTube as the app’s future remains uncertain.
Sophisticated phishing scams are targeting Google Ads users, stealing login credentials and hijacking accounts to run fraudulent campaigns. These attacks exploit deceptive login links and often result in wasted ad spend and reputational damage. To protect accounts, advertisers are urged to use direct URLs, enable two-factor authentication, and stay vigilant.
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!