ClickZ Paid Social Marketer Newsletter - 10.31.2024

PLUS: Google Ads tactics, eCommerce boosts, and A/B testing tips.

Author

Ankith Udupa
October 31, 2024 • Estimated Reading Time: 5 minutes

Insight of the Week 📖

Couldn’t make it to Chicago for Shoptalk Fall? In this post, Jamie Bolton gives us a rundown of the key trends and strategies brands are betting on in Fall 2024:

🔑 Invest in Brand: Investing in brand has never been more important. Full-funnel strategies on Paid Social are now crucial, allowing brands to both build awareness and drive conversions in-platform. As Kyle Leahy from Glossier puts it, “People want to be part of something bigger.”

🛍️ Go Omni for Growth: As D2C growth hits limits, embracing an omni-channel sales approach is key to staying resilient. Brands like Solo Stove and Chinese Laundry are leading with strategies that don’t replicate D2C on third-party retail, finding unique advantages in each.

✈️ Go Global: With lower CPMs and wide-open markets, the EU offers significant growth opportunities. Effective localization strategies are essential for US brands looking to expand abroad.

Specialty Bites 🍪

  • Innovid's Harmony initiative is gaining momentum, with LG Ad Solutions joining to enhance advertising efficiency and ROI. This collaboration aims to streamline CTV media workflows, reduce carbon emissions, and improve consumer experiences. PMG, an early adopter, has seen significant benefits, including increased working media dollars and improved yield for publishers.

  • Harmony Direct, a key component, eliminates friction in programmatic deals, leading to substantial savings in the U.S. CTV market. The initiative's latest innovation, Harmony Frequency, offers holistic frequency management, reducing ad waste and boosting campaign effectiveness. Innovid's efforts have been recognized with an AdExchanger Award, highlighting its commitment to an open and optimized CTV ecosystem.

Programmatic SEO is a powerful strategy for scaling SEO efforts by targeting long-tail keywords, enhancing visibility, and driving conversions. By combining AI-driven content with human oversight, businesses can efficiently manage content creation. This approach, paired with other marketing strategies, offers a competitive advantage in diverse industries.

Performance Pulse 📈

Explore the Google Ads bid strategies ranked from best to worst, offering insights into their effectiveness and application:

  • S-Tier: Target ROAS and Target CPA are top picks. Target ROAS is ideal for e-commerce, maximizing revenue with solid data and conversion tracking. Target CPA excels in lead generation, focusing on cost per lead with at least 30 conversions monthly.

  • A-Tier: Maximize Conversion Value and Maximize Conversions are great for new campaigns lacking data. They allow indirect control over ROAS and CPA but lack the precision of S-tier strategies.

  • B-Tier: Maximize Clicks and Enhanced CPC are reliable but niche, useful for gathering data or when manual CPC is necessary.

Avoid manual strategies like Viewable CPM and CPV unless in specific scenarios. For most, sticking with smart bidding strategies ensures better ROI and growth.

Google Performance Max enhances eCommerce campaigns by utilizing multiple Google platforms, offering increased reach and automation. It provides an 18% conversion boost, real-time insights, and efficient ad targeting. Businesses should leverage audience segmentation and automated asset creation to optimize results, maximizing return on ad spend and campaign effectiveness.

B2B digital commerce is revolutionizing business transactions by leveraging digital touchpoints to engage buyers. This approach enhances efficiency, customer experience, and scalability. Key trends include AI-driven personalization and mobile optimization. Implementing a suitable platform is crucial for success in this evolving landscape.

Every performance marketing campaign can incorporate brand elements to reinforce brand identity, while brand marketing efforts can successfully leverage performance metrics to refine messaging and engagement strategies - but getting the balance right is where the magic happens.

ClickZ is a Contentive publication in the DTC Ecommerce division