ClickZ Digital Ad Platform Newsletter - 10.03.2024

PLUS: Google Ads Goes AI-Driven for Campaign Creativity

Author

Owais Bagwan
October 03, 2024 • Estimated Reading Time: 8 minutes

Specialty Bites 🍪

TikTok

TikTok's new Search Ads Campaign offers advertisers a powerful tool to connect with high-intent audiences. As users increasingly turn to video platforms for product research, TikTok's search functionality has become a critical touchpoint. With 57% of users utilizing TikTok's search and 23% searching within 30 seconds of opening the app, the platform is primed for targeted advertising.

Search Ads Campaign builds on the success of the Search Ads Toggle, providing sophisticated keyword-based ads that appear on TikTok's search results page. This campaign type supports both Traffic and Web Conversion objectives, allowing brands to optimize for scale and performance. Advertisers gain full control over their content's appearance, ensuring the right creative reaches the right users at key decision moments.

The campaign's benefits are clear: it captures diverse user intent across search queries, offering unparalleled control through keyword targeting, enhanced bidding, and creative flexibility. Testing shows that combining Search Ads with In-Feed Ads can increase conversions by 20% on average, demonstrating the campaign's potential to unlock incremental value.

Brands like Glossier and Mejuri have already seen significant success with Search Ads Campaign, achieving higher conversion rates and improved efficiency. By leveraging TikTok's dynamic search landscape, advertisers can enhance brand discovery and engagement, making Search Ads Campaign a smart move for capturing intent-driven users.

Google

Google Ads now incorporates AI-generated images, revolutionizing digital marketing. This change enhances ad creativity and efficiency, making it easier for businesses to manage campaigns. The update reflects broader trends in advertising, emphasizing the importance of innovation and adaptability in a competitive market.

At Meta's Connect conference, the company emphasized its commitment to integrating generative AI into extended reality (XR) products. They also teased a new AR glasses device. This approach aims to enhance practical XR use cases, signaling a significant shift towards AI-driven innovations in the industry.

Editor’s Pick 🌟

New guide reveals that Google Discovery is best for ROAS at low spend, whereas Performance Max delivers results at scale. To optimize performance in Google, brands should: 

  • Invest in Performance Max, which comprises ~24% of budget on average and supports increased scale at similar performance. 

  • Leverage Google Discovery for potentially strong ROAS, especially at lower spend levels. 

  • Consider Google Shopping as a middle-ground option, offering good ROAS potential with more scale than Discovery. 

This research was put together by Fospha, EMEA's leading marketing measurement platform. Fospha has $1bn spend under measurement across 150+ of the world's best eCom brands, including Free People and Gymshark. They've assembled a guide of the best Google channels & strategies to lead brands into H2 - you can read this here.

More Specialty Bites 🍪

Consumers prioritize cost details and product demos in commerce video ads, according to a July 2024 IAB survey. With video ad spend projected to grow by 20.8% this year, marketers should focus on clear calls to action and detailed product information to enhance ad effectiveness and drive purchases.

The article predicts significant shifts in tech and media for 2024, including a potential AI backlash, Google's new consent workflow, Tubi's market growth, ByteDance selling TikTok, a children's online safety law, and a Dish-DirecTV merger. These changes highlight both challenges and opportunities in the evolving landscape.

Discover five key marketing trends for 2024, from AI advancements to media sustainability and streaming TV. Amazon Ads offers tools to display products and create campaigns, with managed services available. Use cost-per-click ads and expand reach with Streaming TV ads on Prime Video. Learn more about Amazon Ads' cookie usage.

Performance Platters 🍽️

Editor’s Pick 🌟

New guide reveals that Google Discovery is best for ROAS at low spend, whereas Performance Max delivers results at scale. To optimize performance in Google, brands should: 

  • Invest in Performance Max, which comprises ~24% of budget on average and supports increased scale at similar performance. 

  • Leverage Google Discovery for potentially strong ROAS, especially at lower spend levels. 

  • Consider Google Shopping as a middle-ground option, offering good ROAS potential with more scale than Discovery. 

This research was put together by Fospha, EMEA's leading marketing measurement platform. Fospha has $1bn spend under measurement across 150+ of the world's best eCom brands, including Free People and Gymshark. They've assembled a guide of the best Google channels & strategies to lead brands into H2 - you can read this here.

Performance Platters 🍽️

Brands are leveraging holistic video strategies to engage consumers across multiple platforms, driving full-funnel business outcomes. By utilizing first-party data and diverse video channels, companies like PepsiCo and Lexus achieve significant increases in brand awareness, consideration, and conversions. Amazon Ads exemplifies this approach, offering expansive opportunities for advertisers.

DMEXCO 2024 showcased AI's practical applications, retail media's growth, and the shift to cookieless solutions. Key trends included AI-driven transformation, the rise of retail media, and the importance of first-party data. The event emphasized collaboration, transparency, and the evolving landscape of digital marketing, highlighting innovation and future opportunities.

Brand websites remain crucial for the golden quarter, driving engagement and sales, according to Visualsoft's research. While social media is growing in importance, targeting the right consumers is essential. Newsletters and nostalgic Christmas ads also play significant roles, with nearly half of consumers driven by nostalgia.

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