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. This week, we’ve got a cocktail of PPC secrets, Snapchat’s nostalgic revival, and Google’s courtroom drama.  🎭

In today’s email: 

1. 🍲 The Secret Sauce: Fix Your PPC Hot Mess

2. 📈 Platform Benchmarks: What’s going on with Google, Meta, and TikTok?

3. 🧑‍🎨 Creative Insights: Snapchat’s Comeback Tour

4. 📰 Industry News: Google’s Antitrust Drama

5. 🚗 Brand Highlights: Tito’s, Straight Up

6. 🤖 Tech Talk: Goodbye, Google Error Codes

THE SECRET SAUCE 🍲

Fix Your PPC Hot Mess: 9 Strategies to Get Your Ads in Shape

Alright, marketers, gather around because it's time to tackle the PPC world head-on. No more crying over bloated budgets and lackluster results. We’re diving into the nitty-gritty of PPC optimization, and you’re going to want to pay attention.  Thanks to Andrea Atzori at Search Engine Journal, we have 9 essential strategies to whip your campaign into shape. Let’s dive in. 

1. Location Targeting 🗺️
   Ever wonder why your ads are killing it in one city but bombing in another? It’s all about performance by location, baby. By slicing and dicing your data by geography, you can fine-tune your spending and target high-value customers like a pro.

2. Device Breakdown 💻📱
   Mobile might hog all the traffic, but when it comes to conversions, desktop often steals the show. Dive into device-specific data to uncover where your audience is really engaging, and tailor your messaging accordingly.

3. Network Nuances: Search vs. Display 🌐
   Search Network = high-intent traffic. Display Network = brand awareness (and maybe a few accidental clicks). While Search drives those ready-to-buy users, Display’s all about getting your brand out there. But don’t treat them the same—split those campaigns and tailor your strategy for each.

4. Know Thy Customer 🧑‍🤝‍🧑
   Your ads targeting existing customers? Ditch the double-dip with audience suppression lists. Third-party cookies are on the way out, so get chummy with first-party data and fine-tune your audience segmentation. Make sure your ads are landing where they actually matter.

5. Negative Keywords 🚫
   Keep those unwanted search queries at bay by regularly updating your negative keyword lists. It’s like a bouncer for your PPC party, keeping out the riff-raff and letting the VIPs (a.k.a. relevant traffic) in.

6.  Maximize Your Real Estate 🏢
   Why leave any ad space on the table? Features like ad extensions not only boost your Quality Score but also make your ads take up more screen real estate. The more you show, the less room there is for competitors.

7. Conversion Tracking 📊
   If you’re not tracking conversions properly, you’re flying blind. Make sure you’re measuring the right goals and using segmentation to get a clear view of what’s working. And don’t forget offline conversions!

8. Embrace the Bots 🤖
   If you’re not leveraging automation, you’re leaving money on the table. These tools can sift through mountains of data faster than you can say “manual analysis.” Let the bots do the dirty work, and you can focus on strategy.

9. First-Party Data 💎
   With privacy regulations tightening, third-party data is going the way of the dinosaurs. Your first-party data is your new best friend. Nurture it, protect it, and use it to keep your campaigns sharp and compliant.

These nine tips will help you turn your PPC campaigns into conversion machines. Now, get out there and make it happen!

PLATFORM BENCHMARKS 📈

Let’s Take a Look…

This week’s edition delves into the latest industry data from August 7-14 compared to the previous week. Let’s start by checking out what’s brewing over at Meta. CPA’s up by 1.18%, and CPM’s nudged up by 1.31%, which might have you wondering if Meta's getting a bit pricey. But don’t worry—CPC dipped slightly by 0.49%, so you’re still snagging clicks without breaking the bank. However, ROAS took a tiny hit, dropping by 0.45%. It’s a mixed bag, but keep your eyes peeled. Meta might be testing the waters with their pricing, so stay sharp and keep tweaking those campaigns.

Google’s metrics this week are sounding the alarm. CPA jumped by a hefty 10.79%, which means you're shelling out more to snag those conversions. While CPC dropped by 1.64%, offering a slight reprieve, it’s not enough to offset the hit on your wallet. ROAS took a significant dive, down 8.94%, signaling that your ad spend isn’t pulling its weight. Add a 0.84% increase in CPM, and it looks like Google’s tightening the screws. 

And last but certainly not least: TikTok. With CPA spiking by 8.93%, conversions are starting to cost a bit more. But don’t breathe easy just yet. CPC may have dropped by 5.73%, but ROAS is also down by 1.84%, hinting that those cheaper clicks aren’t packing the punch they used to. It’s clear that TikTok’s ad space is getting slightly more expensive. The platform's evolving fast. So it may be time to fine-tune those TikTok campaigns to keep up with the changes. 🏃

CREATIVE INSIGHTS 🧑‍🎨

Snapchat’s Comeback Tour: 850 Million Reasons to Reconsider Your Ad Strategy

As a teenager in the early 2010’s, Snapchat had a firm grip on everyone I knew. Losing a 50-day Snap streak was like a little death. Nowadays, my iPhone occasionally takes me back to those days with heavily filtered selfies—featuring cartoonishly large eyes or that unsettling filter that turned me into a male version of myself. Classic 2013 stuff. 

Snapchat launched in 2011, and now, 13 years later, its relevance is being questioned by marketers. I assumed the app had faded into obscurity, but I was wrong. To my surprise, there are nowl 850 million active users on the platform 🙀. That’s a substantial amount of spending power just waiting to be tapped. Luckily, Adspace actually specializes in advertising on platforms like Snapchat, so if you need help advertising on Snapchat feel free to book a call here (shameless plug activated!).

In light of this, Snapchat’s Ads Manager just got a major overhaul. The platform has streamlined its ad creation process by reducing the number of objectives from eleven to five, making it easier for you to nail down your campaign goals. Here’s the new game plan:

• Awareness and Engagement: Merges “Awareness,” “Engagement,” “Video Views,” and “Promote Places” into a single objective.

• Traffic: Combines “Drive Traffic to Website” and “Drive Traffic to App” for straightforward targeting.

• Leads: Focuses on “Lead Generation” to capture potential customers.

• App Promotion: Covers both “App Installs” and “App Conversions” for app-centric campaigns.

• Sales: Integrates “Catalog Sales” and “Website Conversions” to boost your e-commerce efforts.

The new layout simplifies the ad creation process by aligning setup with your primary campaign goals. Snapchat has also added useful overviews and top ad types for each objective, so you’re not left guessing.

This move aims to attract more SMBs (small and medium sized businesses), and it appears to be working. Snapchat reported an 85% increase in SMB advertisers in Q1 ’24, thanks in part to these enhancements. The new objectives will be rolled out over the coming months, with existing campaigns transitioning smoothly to the updated system.

So, if you haven’t explored Snapchat’s advertising potential recently, now’s the perfect time to dive in and leverage this revitalized platform! 📈📱

For more information check out Social Media Today’s article.

INDUSTRY NEWS 📰

Antitrust Drama: Is Google’s Grip on Tech Slipping?

There’s some juicy industry drama this week. Google's reign as the digital overlord might be facing a bit of turbulence. A federal judge has just ruled that Google is, indeed, a monopoly. So what’s the big deal? Let’s get into the major points.

• The Monopoly Label: Google’s here to stay as the tech titan, but this ruling could chip away at its unrivaled dominance. 

• A Distraction: Antitrust battles are a huge drain on resources. For Google, this means more time in court and fewer hours innovating. Imagine your product developers competing with a squad of lawyers and bureaucrats.

• Déjà Vu: Remember the Microsoft antitrust drama from 1998? Me neither, I was a toddler, but it was a big deal. It temporarily derailed Microsoft’s tech dominance. Now, Google is in a similar spot, with AI and rivals like OpenAI eyeing the spotlight.

• The AI Factor: Google’s data hoard is a major power play. The Judge’s ruling could limit Google’s control over search and data, potentially forcing the company to share its coveted insights with competitors.

• What’s Next?: Google’s appealing the decision, and these antitrust cases are notoriously messy and often reversed. Plus, a second trial on Google’s ad-tech empire is coming this fall. 

So, what does this mean for marketers and advertisers? I know that’s why you’re here. If Google’s appeal doesn’t go in their favor, the ad world may be affected in the following ways: 

• Ad Costs and Competition: New regulations could loosen Google’s grip, potentially leading to better rates and more competition.  

• Data Dynamics: If Google’s data practices are restricted, it might level the playing field, giving rise to new tools and platforms. More options for targeting and analytics could be on the horizon.

• Changes in Ad Strategy: If Google’s ad products are impacted, diversifying your ad spend and exploring new channels could become necessary.

• Legal and Compliance Hurdles: Watch for new regulations and compliance requirements. Shifts in Google’s policies could affect how you manage campaigns, so staying updated is key.

That’s a hefty dose of news to digest. But this ruling might just pry open Google’s bag of tricks. Whether that’s a win or a mess remains to be seen. 😶‍🌫️

Check out the article on Axios for more information.

BRAND HIGHLIGHTS 🚗

Tito’s, Straight Up

In this edition of Brand Highlights, we’re diving into a series from Adspace’s CEO, Dan Ben-Nun. His Austin Founders Series dishes out the real stories behind some of Austin, Texas’s biggest names. This week, Ascend by Adspace is spotlighting Bert “Tito” Beveridge—yes, that’s his real name—the mastermind behind Tito’s Vodka.

Tito’s Vodka might seem like it came out of nowhere, but the story behind this Austin staple is all about grassroots hustle. Bert “Tito” Beveridge, originally a geologist, stumbled into the vodka business in the mid-90s. With no prior experience and little to go on, Tito spent years perfecting his distillation technique, eventually launching Tito’s Handmade Vodka in 1997. What started as a small operation in Austin quickly grew. 

The real turning point came in the early 2000s, when Tito’s Vodka started making waves in Austin’s vibrant cultural scene. Tito’s embedded itself into the local fabric, sponsoring every music festival and food event they could find. 

By 2001, Tito’s had become synonymous with Austin, thanks to its strong connection to the city’s “Keep Austin Weird” ethos. The burnt orange label, a nod to the University of Texas, and the brand’s hands-on approach to marketing helped Tito’s cement its status as a local favorite.

As Tito’s expanded beyond Austin in the mid-2000s, they stuck to what made them different: authenticity and quality. Their hand-crafted production methods and a clever digital marketing strategy resonated with a broader audience. By the time the brand hit its stride in 2013, Tito’s was a national sensation, but they never forgot their roots. They continued to embrace philanthropy, launching initiatives like the Tito’s Foundation and contributing to local causes like Austin’s Habitat for Humanity.

In the end, Tito’s Vodka is a masterclass in how a brand can grow from a small, local operation to global success without losing its authenticity. Tito’s story is proof that with the right mix of quality, community engagement, and savvy marketing, even the smallest brands can make it big.

If you want to dive deeper into into the marketing strategies that fueled their success, don’t miss the full article on Dan’s blog. ​​Check it out to get the inside scoop on how Tito’s did it, and maybe pick up a few tips to elevate your own brand along the way.

TECH TALK 🤖

Goodbye, Google Error Codes

Alright, Google Ads API users, it’s time to rejoice. Starting September 9, 2024, you’ll no longer need to endure the excruciating 24-hour wait before uploading conversion adjustments. That’s right, the days of checking your watch and waiting for the conversion adjustment clock to tick are officially over.

Here’s the lowdown:

• Immediate Adjustments: You can now upload conversion adjustments right after the original conversion is recorded. No more endless waiting or torturous error codes slowing you down.

• Error Codes Are Out: Those annoying error codes ConversionAdjustmentUploadError.TOO_RECENT_CONVERSION_ACTION and ConversionAdjustmentUploadError.TOO_RECENT_CONVERSION are being retired. They won’t be showing up in your responses or diagnostic reports anymore. Adjustments that would have been rejected due to these codes will now count towards pending adjustments until they’re processed.

• For the Old-School API Users: If you’re still clinging to API v15 or v16, don’t fret. These changes apply to you, too. Any conversion that previously would have triggered the old error codes will now count as pending until processed. Once they’re sorted, they’ll be recorded as successful or failed.

What’s Next?

• Scrap the Delay Logic: Update your app to upload adjustments immediately—no more delay tactics.

• Forget the Old Errors: Adjust your processes and ditch the logic for tracking those outdated error codes.

• Metrics Update: Be aware that some events might briefly show as pending, but they’ll get sorted into successful or failed eventually.

Got questions or need support? Check out the Google Ads API support page. This update should make your life a bit less complicated and your conversion adjustments a lot less painful.

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