With a decade of PPC experience, I am a Senior Paid Media Consultant specializing in Google Ads. Recognized as one of the industry's Top 50 Most Influential PPCers, I founded a micro PPC agency that crafts "data stories inspired by human connection." Our agency empowers clients to build strong digital marketing teams and achieve digital maturity.
Google has introduced the Search Impression Share metric to Performance Max campaigns, enhancing ad performance measurement. Available from September 10, 2024, this metric allows advertisers to compare traditional Search and Performance Max campaigns, providing insights into ad reach and effectiveness. It aids in budget allocation and strategy optimization. The advertising community has welcomed this update as a crucial addition for analysis.
LinkedIn's new feature, Pages Messaging, facilitates direct, personalized interactions between brands and their audiences. It enables one-on-one conversations with potential customers, job seekers, and industry professionals, promoting personal connections and community building. LinkedIn has also collaborated with CRM and social media platforms, including Bird CRM, Brandwatch, and Hootsuite, for effective conversation management at scale.
New Netflix deals on Microsoft Advertising are now available. Accessible through Private Marketplace, these deals require no minimum spend and offer tailored targeting for specific age groups or genders, genre alignment, and expanded campaign reach with Run of Network options. They also provide customization with flexible CPM rates, broad device compatibility, and diverse ad formats. These opportunities are available in key global markets.
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LinkedIn is expanding Thought Leader Ads, allowing brands to sponsor content from any member, not just employees. This update lets brands amplify voices of customers and industry experts. The process involves logging into Campaign Manager, choosing the person or post to sponsor, and awaiting the content creator's approval. This feature will be globally available by end of March.
Google Ads has mandated a CRM audience update by March 6. Post-deadline, unverified CRM audiences will become inactive, affecting campaign performance. This change aligns with Consent Mode V2 updates, requiring advertisers to reaffirm compliance with Google's Customer Match policies by re-uploading CRM audiences. Compliance guidance can be found in the official documentation.
