IS THERE A FUTURE FOR PAY PER CLICK ADVERTISING? The PPC Frontier: Where Creativity, Automation, and Rising Costs Collide in a Battle
of Wits and Strategy
Step right up, ladies and gentlemen, and prepare yourselves for the thrilling world of pay per click advertising in 2023! Amidst all the doom and gloom predictions, there’s actually a silver lining that’s shining brighter
than ever. So put on your creative caps, embrace automation like a long-lost friend, and get ready to navigate the treacherous waters of rising costs. It’s time to rewrite the rules and turn these challenges into triumphs! The Creative Takes Center Stage: Lights, Camera, Action! In this fast-paced world of automation and limited targeting, we find ourselves at the crossroads of creativity and audience engagement. Bid farewell to painstakingly refining your target audience and say hello to the era of broad targeting. But don’t panic just yet—this shift presents a thrilling opportunity for advertisers to unleash their creative genius and capture the hearts and attention of the masses. Gone are the days when a mediocre ad could fly under the radar if it reached the right eyeballs. Now, it’s all about crafting captivating, eye-catching ads that stand out from the crowd. How? Well, you might want to consider sprinkling some design magic to make your ad truly pop. And if you’re wondering which banner size would work wonders, fear not! We have data to guide you. Did you know that in 2022, 64% of display ads were animated? So let the
numbers light your way to captivating creatives! But fear not, dear advertisers, for automation rides to the rescue! With a plethora of ad creation and delivery tools at your disposal, you can stay one step ahead in this ever-evolving advertising wonderland. So embrace automation like a knight in shining armor and prepare to conquer the land of creativity and personalization. Increased Automation: Rise of the PPC Strategist! Hold onto your hats, folks, because automation is all the rage in 2023! As our mechanical minions take over mundane tasks, the role of the advertiser transforms into a strategic mastermind. Remember the manual labor you endured in the PPC landscape of yesteryears? Say goodbye to those tedious endeavors! With machines handling the nitty-gritty, you’re free to unleash
your strategic prowess and focus on the grand “why” and “how” of your campaigns. Gone are the days when being a PPC specialist meant simply being a stellar performer. Now, you’re expected to be a creative strategist extraordinaire. Embrace automation, my friends, and let it pave the way for your A/B testing, optimization, and data analysis endeavors. You’re not alone on this adventurous
journey either! According to eMarketer, marketers have been boldly venturing into the realm of AI-powered marketing automation, and the trend is set to soar even higher this year. Rising Costs on Platforms: Show Me the Money! Ah, the age-old question: “How much will that cost me?” Brace yourselves, my friends, for the winds of change
have blown through the land of advertising budgets. The recent recession has ushered in a new era of higher costs on advertising platforms, and it’s time to face the music. But fear not, intrepid advertisers! With a dash of budgetary finesse, you can still achieve remarkable results. Now, more than ever, it’s crucial to manage expectations. Let your clients, managers, and stakeholders know
that the golden days of yore might require a bit more investment this time around. It’s all about setting the stage for transparency and avoiding any surprises when the time for reporting rolls around. But hey, before you grab those budget-cutting scissors, take a moment to reassess. Can you optimize your creative or landing page to squeeze out every ounce of performance? Can you find
innovative ways to make your budget stretch further? It’s time to put on your thinking caps and get creative with cost-effective solutions. Think outside the box and explore alternative advertising channels that may offer a higher return on investment. Maybe it’s time to dip your toes into the waters of social media advertising or explore the potential of influencer marketing. These avenues can provide a fresh and exciting approach to
reaching your target audience while maximizing your budget. And remember, my daring advertisers, don’t be hasty with the budget cuts. Gradual trimming, like a skilled hairdresser perfecting a masterpiece, can help maintain campaign performance without causing a shock to the system. Keep a watchful eye on your campaigns, analyze the data, and make informed decisions based on performance
metrics. In this ever-changing world of pay per click advertising, agility is your best friend. Stay up to date with industry trends and be ready to adapt your strategies accordingly. The digital landscape is a dynamic playground, and those who embrace change with open arms will be the true heroes of the PPC realm. So, my adventurous advertisers, as you embark on this thrilling journey into the future of pay per click advertising, remember to channel your inner creative genius, embrace the power of automation, and navigate the rising tides of costs with finesse. The opportunities are vast, and the rewards await those who dare to seize them. Let the wit and wisdom of the PPC world guide your path to success! And always remember, the only constant in PPC is change. So buckle up, my friends, for this rollercoaster ride of innovation and excitement. The future of pay per click advertising is yours to conquer! |
All the news you need today, in a format that isn't TL:DR, summarized for the busy executive.
In the high-stakes world of advertising, where upfronts and NewFronts rule the land, brands are on a quest to drive effective awareness while proving their ROI. Cue the rise of CTV advertising, where marketers can have their cake and eat it too. By leveraging CTV's digital capabilities, they can measure results,
target audiences, and tie revenue directly to ads—a feat that traditional linear TV can only dream of. Take the case of a pet supplies retailer and a travel booking site. They embraced CTV's performance marketing prowess, reaching new customers, refining their targeting strategies, and reaping impressive results. CTV proves that you can have both measurable ROI and the power of TV advertising, leaving marketers feeling like they've hit the jackpot.
Warren Buffett once shared his wisdom on market downturns, but it turns out his advice applies to marketing as well. Investing in marketing during challenging times can be an opportunity to gain a competitive advantage. Take the example of American Express, which embraced a data-driven approach to minimize risk and make strategic investments. By leveraging data and analytics, they targeted prospects similar to their best customers and invested
accordingly. The key is to have actionable insights and lead intelligence to make confident investment decisions, especially in uncertain climates. Lead intelligence provides valuable information about potential customers, their behaviors, and motivations, enabling businesses to improve their marketing strategies and achieve a higher return on investment. So, whether it's in stocks or marketing, investing with no regrets is a principle worth considering.
New Engen's
subsidiary, Acorn Influence, has introduced the Performance Creator full-service solution, aiming to help brands enhance their influencer marketing efforts. This comprehensive solution provides strategy, planning, and activation tools to extend creator content across the marketing funnel, allowing brands to achieve digital scale, measure the impact of their campaigns, and foster authentic relationships with consumers. Acorn's solution is well-timed as the rise of AVOD and the demand for
content in the streaming space continue to grow, offering an opportunity to combat ad fatigue and engage viewers with premium influencer video for CTV. The Performance Creator Solution enables brands to optimize their investments by continuously delivering the right creative to the right audience at the right time, leveraging the power of influencer content that drives 17X more engagement than branded assets alone. Through strategic paid distribution and programmatic media, brands can unlock
additional inventory, achieve accountable growth, and gain valuable insights for future influencer marketing efforts. Acorn's success with a beverage brand and a mass retailer demonstrates the solution's effectiveness, delivering over 3X ROAS and showcasing the potential of influencer marketing in driving results.
EverService Holdings, LLC has acquired RYNO Strategic Solutions, a leading provider of digital marketing solutions for the home services
industry. The acquisition strengthens EverService's suite of services and expands its capabilities to meet the evolving needs of customers in the home services vertical. RYNO, known for its expertise in SEO, PPC, web design, social media marketing, and more, will bring its digital marketing prowess and industry knowledge to EverService. The combination of the two companies will create a dominant force in the industry, offering innovative solutions and helping clients in the home
services sector reach new customers and grow their businesses effectively. The partnership reflects EverService's commitment to delivering exceptional customer service and driving growth for its SMB clients. n a digital advertising showdown of pharmaceutical giants, IQVIA's acquisition of Propel Media and its DeepIntent subsidiary faces the piercing scrutiny of the Federal Trade
Commission. With billions at stake, this covert deal has sparked an undercover investigation, leaving IQVIA's ambitions to dominate the market hanging in the balance. As the FTC weighs its options, the stage is set for a legal clash that could shape the future of digital pharmaceutical advertising, making this merger a true "pills vs. legal bills" showdown.
DMi Partners has received recognition as one of Inc. magazine's Best Workplaces, a testament
to its commitment to creating an exceptional work environment and company culture. As a leading performance marketing agency, DMi has prioritized employee engagement and has achieved impressive tenure rates, with many employees staying with the company for over a decade. The selection process involved employee surveys and audits of benefits, culminating in the honor of being named among the top workplaces. DMi's CEO, Patrick McKenna, expressed gratitude for the recognition and
emphasized the company's culture of trust, respect, and continuous improvement. Inc. editor-in-chief, Scott Omelianuk, commended DMi for its ability to attract and retain talented individuals and cultivate a proud and productive workforce.
In today's economic climate, marketers are facing the challenge of shrinking budgets and the need to make every dollar count. However, many are still making critical mistakes that result in wasting a significant portion of their
budgets. One common mistake is executing mass marketing campaigns that fail to reach specific target audiences, making personalized messaging impossible. Marketers must allocate resources to test and analyze the impact of different channels to ensure they effectively reach the right audiences. Additionally, understanding real-time purchase intent and utilizing psychographic data are crucial. By accessing data on consumer behavior, demographics, location, and purchase intent, marketers can create
comprehensive profiles and tailor their strategies accordingly. This enables them to break through the noise, optimize messaging, and reach the right consumers at the right time and place, ultimately maximizing their marketing efforts.
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The most POWERFUL name in TCPA Privacy CIPA AI class action defense and counseling |
FTC’S BCP ISSUES CRIMINAL LIAISON UNIT REPORT OUTLINING WRONGDOER ACCOUNTABILITY EFFORTS On January 30, 2023, the Criminal Liaison Unit of the Federal Trade Commission’s Bureau of Consumer Protection (BCP CLU) issued its 2022 Criminal Liaison Unit Report, describing the history of the BCP CLU, its program operations, and major accomplishments over the past five years. In an effort to ensure criminal prosecution of appropriate consumer fraud cases, the BCP CLU refers cases to partner agencies with criminal jurisdiction, including U.S. Attorney’s Offices
across the county, Divisions of the Department of Justice (DOJ) and others. . READ ENTIRE STORY
THE CZAR OF TCPA DEFENSE: ERIC TROUTMAN’S REIGN OF LITIGATION STRATEGY Eric Troutman,
commonly known as “the Czar” in certain legal circles, is one of the country’s top class action defense lawyers and a nationally recognized expert in Telephone Consumer Protection Act (TCPA) litigation and compliance. His deep experience and encyclopedic knowledge of the TCPA landscape make him an invaluable resource to institutional compliance teams struggling to comply with the shifting regulatory landscape. Eric Troutman is well known for finding creative solutions to complex legal problems
and has earned numerous first-in-the-nation results and precedent-setting cases for his clients. READ ENTIRE STORY
KPIS THAT ACTUALLY MATTER: A GUIDE TO PROGRAMMATIC ADVERTISING SUCCESS The world of
programmatic advertising can be overwhelming, with a seemingly endless array of metrics to choose from. It’s easy to fall into the trap of measuring vanity metrics that don’t provide any real insight into the success of your campaign. But fear not, my dear reader, for I am here to guide you through the world of programmatic KPIs and show you which metrics to focus on to ensure your campaign’s success. . READ MORE OF THIS STORY
SEPHORA U.S. TAPS ZENA SRIVATSA ARNOLD TO LEAD GROWTH STRATEGY Sephora, the French multinational retailer of personal care and beauty products, has appointed Zena Srivatsa Arnold as its new chief marketing officer for the U.S. market. Srivatsa Arnold joins Sephora from PepsiCo, where she served as the senior vice president of carbonated soft drinks. She has also held senior marketing and management positions at Google, Kellogg Company, Proctor & Gamble, and Kimberly-Clark. Her appointment
follows a period of C-suite reshuffles at Sephora, including the appointment of Guillame Motte as global president and CEO and the transition of Deborah Yeh to global chief purpose officer. READ THE FULL STORY
COLLABORATION IS KEY: UNLOCKING THE POTENTIAL OF FIRST- AND SECOND-PARTY DATA STRATEGIES The age of relying on third-party data for media buying may be coming to a close, but don't count out the power of collaboration just yet. Data clean rooms (DCRs) have emerged as a popular avenue for brands to uncover valuable insights, but they're not the end-all-be-all solution to marketing strategies in the face of a looming recession. While a DCR can help match audiences and allow brands to... READ MORE
DAVE MORGAN’S CRYSTAL BALL: HOW NETFLIX’S AD TIER WILL SHAPE THE VIDEO AD LANDSCAPE As Netflix dives into the realm of ad-supported streaming, it’s clear that the video advertising landscape is about to experience a seismic shift. With the streaming giant making its move, we sat down with Dave Morgan, CEO of Simulmedia, to discuss how Netflix’s new tier will impact the industry and what it means for advertisers, long-form video content, and the
advertising world at large. In light of the tough ad economy in 2023, Morgan believes that Netflix’s ad-supported tier is well-positioned to succeed. “It still has limited inventory as the ad tier just begins to scale. Thus, it doesn’t need huge commitments from advertisers, just modest
commitments from a number of the top brand advertisers, and it doesn’t need to trade piercing for volume like fully scaled players need to when budgets are under pressure,” he says. READ MORE NOW |
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