Just Ad'ed June 24 - 28

This week: AI, ads, and innovation at Google Marketing Live 2024 as platforms pivot, Pinterest and Meta boost with AI tools, and AI AdTech leads as cookies crumble

AI, Ads, and Innovation: Google Marketing Live 2024 Highlights

📈What Happened? 

Google updated its Ads platform with brand inclusions for broad match, brand exclusions across all match types, better search term visibility, and easier blocking of misspelled searches.

🔍Why Does It Matter? 

These updates enhance ad performance, provide greater brand control, and improve query visibility, making ad management more efficient.

⚖️ What Should We Do? 

Advertisers should integrate new brand controls, utilize enhanced search term reports, and adjust negative keyword strategies to optimize campaigns.

Beyond Social: Platforms Pivot as Ad Dollars Seek New Connections

📈 What Happened? 

Platforms like Pinterest and Snapchat are distancing themselves from the "social media" label, with Pinterest calling itself an alternative to traditional social platforms and Snap emphasizing unique features through its campaign.

🔍 Why Does It Matter?

These platforms face challenges like misinformation and regulatory scrutiny while trying to attract ad dollars. Despite their rebranding efforts, advertisers prioritize platforms with effective audience engagement and ad tools, contributing to continued growth in social ad spending.

⚖️ What Should We Do? 

Advertisers should stay informed about platform changes and their implications for audience engagement and brand safety. They should adapt strategies to align with platforms that enhance positive user experiences and community engagement, while evaluating regulatory risks and considering platforms that offer robust ad targeting capabilities.

Global Ad Hike: Apple’s 30%

📈 What Happened? 

Starting next week, iOS advertisers on Facebook and Instagram will face a 30% fee to Apple, expanding a policy first implemented in the U.S. to all regions.

🔍 Why Does It Matter?

This fee increases ad costs, potentially impacting budgets and deterring mobile ad boosts. Meta and regulators criticize it as anti-competitive.

⚖️ What Should We Do? 

Advertisers should use desktop PCs to purchase ads and follow Meta’s guidelines to avoid the 30% fee.

Pinpointing Potential: Local Service Ads Expand to Google Maps

📈 What Happened? 

Google has announced the expansion of Local Service Ads (LSAs) to Google Maps, starting with the iOS version of the app. This means LSAs will now appear alongside regular search results on the Maps platform.

🔍 Why Does It Matter? 

This expansion significantly increases the visibility of LSAs to users searching for local services on Google Maps, potentially driving more leads and business opportunities for advertisers participating in the LSA program.

⚖️ What Should We Do? 

Advertisers currently using LSAs should review their settings and strategy to ensure they are optimized for both Google Search and now Google Maps. It's essential to monitor performance metrics closely and adjust bids and budgets as necessary to capitalize on this new advertising channel effectively.

Bullseye Ads: Amazon's 2024 Boost for Brands

📈 What Happened? 

Amazon has introduced major updates to its Sponsored Brands advertising in 2024, including enhanced targeting, new ad formats like video and interactive ads, advanced analytics, AI-powered optimization, and deeper integration with the Amazon Marketing Cloud.

🔍 Why Does It Matter?

These updates enable advertisers to target audiences more precisely, engage with compelling ad formats, and gain deeper insights into campaign performance. Integration with the Amazon Marketing Cloud enhances cross-channel campaign synchronization, improving overall marketing efficiency.

⚖️ What Should We Do? 

Advertisers should use enhanced targeting to refine audience segmentation based on demographics, behaviors, and interests. They should leverage new ad formats to create engaging brand experiences and use advanced analytics for real-time campaign optimization. Implement AI-powered features to automate bidding and ad placement adjustments for optimal performance.

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