I’m Kylie, Adspace’s resident Content Manager and your professional news-digestor. My job? To wade through the marketing mayhem and deliver the juiciest, most entertaining tidbits directly to your inbox. If you’re tired of bland updates and desperate for a splash of sass, you’re in the right place. Get ready for this week’s dose of industry gossip, AI antics, and…another Google Ads update. 🙄

In today’s email: 

1. 🍲 The Secret Sauce: Google’s AI Overload – More Gadgets, More Mayhem 

2. 📈 Platform Benchmarks: Facebook, Google, and TikTok

3. 🧑‍🎨 Creative Insights: All aboard the Olympic Hype Train!

4. 📰 Industry News: LinkedIn’s AI Takes You Straight to the Top (Of Your Feed)

5. 🚗 Brand Highlights: Hyundai - More 'It’s OK,' Less Olympic Showboating

THE SECRET SAUCE 🍲

Google’s Latest Ad Tools: More Gadgets, More Mayhem 🚀🤖

Google is basically that hyperactive kid in your 2nd-grade class who just can’t sit still. You try to ignore them, but they’re like a car crash you can’t look away from. And guess what? Google’s not hitting the brakes anytime soon.

So, brace yourself for the latest update to their ad tools, and surprise, surprise…there’s an AI twist. If your ads are currently flopping harder than a failed high dive, you might want to check this out. Here’s the scoop on what’s new and cool in the world of P Max: 

Reporting Tools That Actually Report:

• Conversion Metrics: Now you can dive deep into asset-level data because who doesn’t love a good spreadsheet?

• YouTube Video Placement: See exactly where your videos are landing, even if it’s in the middle of a cat video marathon.

• Third-Party Verification: Your brand’s safety net just got an upgrade with new checks for YouTube and Display.

AI-Powered Creative Tools:

• Image Editing Wizardry: Remove or add objects like you’re casting spells—minus the wand.

• Better Asset Generation: Fresh assets for all your campaigns, now with extra pizzazz.

• Creative Tools at Your Fingertips: No more digging around; your creative toolkit is now front and center.

I know you're just itching to dive into more Google features, because clearly, your brain isn’t already packed to the brim with information. These tools might be the secret sauce your campaigns need, potentially making your life easier 🤞.

Google’s determined to be your one-stop shop for ad creation, which is a nice way of saying they want to cram even more tools into your already overloaded toolkit. So, get ready for a fresh batch of updates that may (or may not) make your ad campaigns less of a circus.

If you want to learn more, check out Search Engine Land’s article for more info.

PLATFORM BENCHMARKS 📈

Let’s Take a Look…

Let’s get down to some numbers. This week’s edition delves into the latest industry data from July 24-31 compared to the previous week. It looks like a fairly quiet and stable period for Facebook. With a slightly increased CPC and CPM being the only notable dips in their performance. 

The same can’t be said for Google. Google experienced a significant increase in CPA (29.18%) across all industries. For Google, this increase in CPA signals that advertisers are paying more for each conversion. While CPC and CPM didn’t change, the higher CPA suggests that the cost of converting a click into a customer is climbing. This could be due to increased competition or shifts in market dynamics.

TikTok's latest metrics show some interesting shifts in advertising performance. The CPA dropped by 5.59%, meaning it’s now a bit cheaper to convert users into customers on TikTok. CPC also saw a nice decrease of 11.16%, making it less costly to get clicks on your ads. However, ROAS did dip slightly by 2.81%, which suggests that while ads are cheaper, the return on your investment has decreased just a bit. On the bright side, CPM went down by 2.21%, so getting your ads seen is a tad more affordable. 🤑

CREATIVE INSIGHTS 🧑‍🎨

Don’t miss your ride on the Olympic hype train! 🚂

The world’s eyes are on Paris, but why should they have all the fun? If you want your brand to steal a little spotlight, now’s the time to ride the Olympic hype train. This golden opportunity comes only once every four years, so let's make it count.

Once you’re done rewatching Celine Dion’s opening ceremony performance (and dabbing those tears), check out these creative strategies to boost your brand before the Olympics comes to an end:

• Embrace Moment-Based Marketing The Olympics are a goldmine of jaw-dropping moments. Use those epic wins and heart-wrenching upsets to craft posts, ads, or blogs that people can’t ignore. Trust me, nothing grabs attention like a dramatic finish or a surprise victory.

• Connect to Your Brand Don’t just be a cheerleader—make it about you. If a swimmer shows insane resilience, brag about your company’s never-say-die attitude. If a team wins through teamwork, shout out your collaboration skills. Make every win feel like it’s your win, too.

• Look Beyond the Winners Everybody loves an underdog. Partner with lesser-known athletes who embody your brand spirit. Sponsor their training, share their journey, or support their local causes. It’s like rooting for Rocky—people love that stuff.

• Utilize User-Generated Content (UGC) Get your fans in on the action! Run contests asking them to share photos or videos of them celebrating the Games with your product. It’s free marketing, and it makes them feel like part of the team. Plus, who doesn’t love a good selfie?

• Highlight Human Stories Products are cool, but stories are what people remember. Share tales of athletes overcoming the odds, dedicated coaches, or passionate volunteers. These human stories will make people feel all warm and fuzzy about your brand.

For me, the Olympics are the best excuse to stay glued to the couch. This is the perfect opportunity get your brand in on the action for those scrolling on their phones between ping pong competitions (the epitome of athleticism, in my opinion!). Who knows, you might just become the true hero of a viral meme, which is at least a bronze medal in the marketing world. 🥉

INDUSTRY NEWS 📰

LinkedIn’s AI Takes You Straight to the Top (Of Your Feed)

Why did the LinkedIn Premium member bring a ladder to work?

To finally reach those high-level connections they’ve been chasing!

Surprisingly, I didn’t write that absolute knee slapper; that was AI. And if you’re a LinkedIn premium member, there’s more where that came from.

For the first time, LinkedIn is unleashing AI on regular users instead of just enterprise customers like recruiters. So, if you’ve always wanted your own digital assistant to bombard you with “insights,” you’re in luck.

LinkedIn’s been dabbling with AI tools for recruiters and job seekers for a while. They teased this consumer-facing assistant last year, and now they’re rolling it out to more Premium users. 

When you see a post in your feed about a company or topic, the AI assistant will nudge you to dive deeper. It pulls information from LinkedIn’s massive user base and Bing’s search engine. You can click on a prompt, and you’ll be whisked away to a chat box where you can pepper the AI with questions. 

So, why should I care? (A question I often ponder while scrolling through LinkedIn).

​​LinkedIn is betting big on these new AI tools to connect you with juicy content and keep you hooked on the platform. Sure, I’m poking a bit of fun at LinkedIn, but this move shows they’re here to stay. They’re a vital hub for B2B marketers targeting key decision-makers and industry influencers. So, brace yourself for LinkedIn’s new AI assistant—it might not replace your morning coffee chat, but it’ll definitely spice up your feed. Or at least, make it a bit more crowded.

Curious about why LinkedIn ads are totally worth your while? Check out our article “Are LinkedIn Ads Worth It?” to get the lowdown.

BRAND HIGHLIGHTS 🚗

Why Hyundai’s ‘It’s OK’ is the Real MVP of Olympic Advertising

Alright, enough about AI. Let’s get back to some Olympics content. 

This week, as millions are glued to their TVs for the Summer Games, I want to spotlight how a major brand is taking a fresh approach during this pivotal marketing time. 

Hyundai is shifting gears with their “It’s OK” campaign, opting for emotional resonance over traditional Olympic triumphs. 

Hyundai’s campaign moves away from their usual humorous ads, focusing instead on real, heartfelt moments. It’s about kids questioning if sports are worth the pressure and parents reassuring them that it's okay to take a step back and find joy in their pursuits.

As a teenager working at a baseball park snack bar, I’d be rolling in dough if I had a dollar for every time a parent lost their cool at a tee-ball game. So, I really appreciate Hyundai addressing this all-too-common issue in youth sports. “It’s OK” is a sentiment I rarely heard during those games, so I’m hoping this message strikes a chord with viewers of all ages. 

Hyundai’s approach really stands out among the usual Olympic ads that focus on intense competition and relentless drive. While Nike is all about the fierce side of sports, Hyundai is taking a gentler, more inclusive route. Hyundai is connecting on an emotional level, emphasizing well-being over winning. It’s a refreshing take that shows Hyundai’s heart is in the right place.

Hyundai plans to keep the “It’s OK” campaign going through the summer and into the fall. I think this long-term approach will work well for the brand because the message of “It’s OK” resonates beyond just the Olympics. It’s something we’d all love to hear more of in our everyday lives.

You can catch Hyundai’s 60- and 30-second spots during the Summer Games, especially during the USA Women’s soccer matches. This shift towards a more empathetic and relatable tone in advertising might just be a glimpse of the future, where brands focus more on emotional connections rather than just selling products. Stay tuned 👀

TECH TALK 🤖

Meta’s AI Studio: The ‘Wait, We’re Doing This Now?’ Update 🤷

Did you enjoy the heartwarming Hyundai ads? I know it was a nice breather from the AI chatter, but the break is over.

In this edition of Tech Talk, I want to discuss Meta’s new AI Studio platform rolling out in the U.S. Built on Meta’s powerful tech, this shiny new tool lets anyone whip up their own AI bots. It’s like playing Sims, but its chatbots and not as fun. 

Here's the deal: You can either start from scratch or use Meta’s handy templates to create your own AI character. Want a bot that gives cooking advice, plays games, or just chitchats? It’s all possible. 

But wait, there’s more! Meta is also offering a second flavor of AI bot. These can act as an extension of creators, handling fan questions, replies, and tips in the creator’s voice. Perfect for those who’d rather let a bot handle their DMs while they bask in the glory of their digital fame.

Now, I’ve got to ask: Do we really need custom bots that mimic influencers, or is this just Meta’s way of dressing up old-school automated responders with celebrity glamour? It feels a bit like putting lipstick on a robot—still a robot, just with a better outfit.

But this may be a handy tool for keeping engagement high, even when the humans are off the clock. While it's still up for debate whether these bots will be the next big thing or just another tech trend, they're definitely adding a fresh twist to the marketing mix.

If you want for info about these digital sidekicks, check out Andrew Hutchison’s article on Social Media Today. 

Okay, that’s enough AI for this week, but stay tuned for the next edition of Ascend in your inbox!

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