EXPERT INSIGHTS
Dev Basu highlights that B2B buyers do not follow an instant ‘click & buy’ path, meaning ad investments today often yield demos and brand searches months down the line.
Ben Jones argues that in a sales-led GTM, treating 1:1 personalization and 1:Many programs as separate disciplines obscures the core requirement of shared account prioritization and aligned execution.
Stefan Neefischer 
shares data showing that uncapped automated bidding strategies pushed top auction prices up dramatically across the board, impacting even manual CPC keywords.
Adrian Quintero, PhD. demonstrates how carryover effect parameters ($\lambda$) allow Marketing Mix Models to accurately map how past ad impressions generate revenue weeks after initial exposure.
Keith Putnam-Delaney reveals from data across 379 B2B advertisers that Google spend remains 93.5% Search-focused, Meta spend is 89% direct-response driven, and LinkedIn allocation swings based on GTM model.
Taylor Haren proves that a frictionless, free-forever offer generated 1.49 signups per positive cold email reply, while an identical email pitch with a credit-card-required trial failed to gain a single paying customer.
Yulia Olennikova calls out viral PR, influencer reviews, and ICP launch strategies as core marketing functions, reminding marketers that non-paid organic distribution is still marketing.
INDUSTRY HIGHLIGHTS
LinkedIn is testing a Network tab that restricts posts strictly to connections and followed accounts, which could eliminate algorithmic reach for Company Pages that haven’t built an active follower base. Focus on driving organic page followers and empowering employee networks to preserve reach.
Google has announced that standalone Display campaigns will be replaced by Demand Gen, removing manual CPC bidding, granular placement exclusions, and strict audience controls. Move campaign exclusions to the account level now and prepare for automated audience expansion.
Google Ads added reporting columns for Locations of Interest, Optimized Targeting, and Brand Inclusions to give advertisers clearer visibility into automated search settings. Audit your campaign reporting views to easily spot where Google is expanding targeting.
Eligible accounts meeting minimum spend and conversion thresholds can now run user-based incrementality holdout tests directly across Search and PMax. Use Conversion Lift studies to separate truly incremental revenue from conversions that would have occurred organically.
The Google Ads Overview page now tracks video impressions in conversion paths and introduces a Performance by Stage card to group metrics by awareness, consideration, and action. Review these insights to evaluate full-funnel video impact beyond last-click attribution.
Advertisers can now preview up to 10 AI-generated headlines and descriptions derived from their landing pages prior to enabling text customization in Search campaigns. Review generated sample copy during setup to catch brand voice or messaging issues before going live.
THAT’S A WRAP FOR THIS WEEK!
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See you next week!
