The Paid Social Marketer Newsletter - 12.19.2024

PLUS: Is Google's PMAX the secret to data-driven campaigns?

Author

Priscilla Soedarpo
December 19, 2024 • Estimated Reading Time: 7 minutes

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Welcome to ClickZ Paid Social Marketer, your essential newsletter for social media marketers and e-commerce professionals.

This will be our last edition of 2024 so on behalf of all the ClickZ team, we wish you a Happy Holiday period and we’ll see you all again in the new year! 🎄

Sector Spotlight 🎥

Generative Engine Optimization (GEO) is transforming B2B marketing, demanding immediate attention from brands eager to maintain visibility in an AI-driven landscape. As generative AI platforms like ChatGPT and Gemini gain traction, GEO emerges as a critical strategy, complementing traditional SEO. Unlike SEO, which focuses on search engine rankings, GEO optimizes content for AI models, ensuring brand messages are accurately represented in AI-generated responses. This shift is not just a trend; a necessity for brands aiming to stay competitive in 2025 and beyond.

The rise of generative engines is reshaping how audiences search and interact with content. With ChatGPT surpassing Bing in daily queries, brands must adapt to these evolving behaviors. GEO ensures that brands remain relevant, leveraging AI potential to drive higher conversion rates. By optimizing content for AI platforms, brands can achieve greater visibility and maintain coherence across digital channels. This strategic approach is essential for brands looking to capitalize on new trends and maintain a competitive edge.

Walker Sands offers expertise in expanding your generative engine footprint, providing tailored strategies to enhance your GEO efforts. By integrating GEO with SEO, content, and public relations, brands can achieve comprehensive digital visibility. As generative AI continues to evolve, embracing GEO is not just an option— a strategic imperative for success in the modern marketing landscape.

Performly

Google Performance Max (PMAX) campaigns are demystified by Martin McAndrew, emphasizing the importance of quality first-party data, audience signals, and creative assets. Key strategies include setting clear goals, leveraging AI and automation, and using secondary conversion events to optimize and scale campaigns effectively, ensuring competitive advantage in digital marketing.

LinkedIn is emphasizing live events, with a 15.3% increase in LinkedIn Live Video events in 2024. This trend offers strategic potential for professionals seeking to share industry insights. LinkedIn three-stage strategy for marketing live events provides valuable guidance for leveraging this opportunity.

The article outlines strategic Google Ads optimization tips for eCommerce, emphasizing keyword refinement, location targeting, and conversion ease. It highlights the importance of Performance Max campaigns, dynamic search ads, and Google Shopping best practices. Leveraging AI and analytics, marketers can enhance ad performance, increase ROI, and adapt to emerging trends.

AdEspresso

Optimizing TikTok ads involves setting clear objectives, refining audience targeting, and enhancing ad creativity. Utilize automated bidding, adjust placements, and retarget for engagement. Align landing pages with ads and explore advanced features. Continuous testing and strategic adjustments are crucial for maximizing ad performance and achieving marketing goals.

Influencer Corner 📣

Bram Van der Hallen on LinkedIn: A Meta Ads marketer is often better off being lazy than tired

A 'lazy' Meta Ads marketer refrains from:
▶️ Pushing too many buttons (except turning off creative enhancements).
⚡ Updating ads too fast.
🛠️ Updating ads too frequently.
🖼️ Re-creating the exact same ads.
📊 Analyzing campaigns too early.
😱 Panicking about performance too early.
🧮 Monitoring too many metrics.
🤓 Over-complicating campaign structures.
🧑🏿‍🤝‍🧑🏻 Over-segmenting audiences based on personas.
🧪 Testing too many creatives at once.
💧 Testing everything only to confirm that water is indeed wet.

Do you agree? Are you lazy? 🥱 What would you add?

Barry Hott on LinkedIn: Do your ads pass the “So what?” test? 🤔

I got a lot of great questions about the “So what” test in my LIVE webinar this Tuesday.

The first moment of an ad is crucial. That’s what I teach, what I tell people, what I hammer into my teams.

If an ad fails, I go back to analyze the performance and the ad concept, and I ask myself, “What was the first moment? Did we lose them on the ‘So what?’ test? When did they say ‘so what?’

Optimization Hub ⚙️

US consumer optimism in 2024 is high, yet spending remains cautious, especially in discretionary categories. Despite economic confidence, consumers prioritize financial stability, with many trading down for value. This trend reflects a shift towards mindful consumption, highlighting opportunities for marketers to align with evolving consumer priorities and strategic insights.

TikTok ads require strategic optimization for success. Key steps include defining objectives, refining audience targeting, enhancing ad creativity, and utilizing automated bidding. Additionally, adjusting ad placements, retargeting, and leveraging advanced features are crucial. Continuous testing and alignment with TikTok trends ensure maximum ad performance and brand visibility.

Performance marketing in 2025 will focus on strategic use of AI, first-party data, and personalized engagement to enhance customer loyalty and efficiency. As costs rise and effectiveness declines, marketers must prioritize creativity and strategic value. Agencies face pressure to adapt, while skills in strategy and technology become increasingly vital.

Influencer Partnerships

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Affiliate Marketing

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