Ryan Jones

So, Meta is urging advertisers to integrate Google Analytics 4 (GA4) with their ad accounts, claiming a 22% boost in conversions. This integration offers: • Insights into how Meta ads influence website traffic and user behavior • Cross-platform user journey analysis • More accurate conversion attribution They say, • Use Google's Campaign URL Builder for trackable links • Set up UTM parameters • Add tagged links to Meta ads • Measure performance in GA4 (Is this really an integration?) GA4 integration has limitations due to privacy regulations and attribution model constraints. As third-party cookies phase out, such integrations may become crucial for effective campaign measurement and optimization. Keep an eye on this! https://lnkd.in/e5wFHf-s #DigitalMarketing #MetaAds #GoogleAnalytics4 #GA4

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Definitely agree with Brian Pappas's assessments here - SGE will change the game with SEO and Paid and how the two interact with each other. My predictions are that Google leans into SGE placements more and more: 1. SEO will start to have a larger emphasis on visual components. 2. Paid Google Media will become an even larger piece of the Search Generative Experience with YouTube Shorts, Performance Max ads, and finally Search taking spots within SGE placements. #GoogleAds

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There's still quite a bit of unknown of how Google integrating Gemini into its standard search experience (referred to as Search Generative Experience, or SGE) will broadly impact SEO. But more and more data is coming out about the current state of the SGE. Search Engine Journal published an in-depth report with their findings today. Below are the key takeaways: 🔥 This is critical: websites can only accrue organic traffic from the SGE AFTER users click on the source of the AI-generated content. We all know how much adding an additional click to the process of the user journey can negatively effect traffic. This alone will likely decrease how much organic traffic is being driven to everyone's website 🤖 Some results (around 5%) don't even have original sources, meaning the content of the results are produced by Google 📈 The appearance of SGE's varies drastically by vertical, but will holistically increase over time. Of the industries analyzed, Beauty saw the highest rate of SGE at 95% and Finance saw the lowest at 47% 📊 In some cases, Google will show a generate button prior to showing the AI-based results. Safe to assume Google is experimenting with different layouts of this new experience, and testing how users will engage with Gemini if the AI results aren't delivered right away. The discrepancy between these two experiences also varied drastically by vertical 📉 Verticals with a higher portion of SGE results will have less time to pivot their SEO strategy accordingly. The Health industry has the highest portion of auto-generated SGE results, and therefore will be the most impacted by this change 🤑 Primary conclusion - This change will drastically overhaul everything we know about SEO, and everyone needs to be ready to pivot to this new reality very quickly. My personal opinion: everyone will likely see less organic traffic, and have to become more reliant on Paid Search. https://lnkd.in/gRj_Gwp9

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Looks like first page results is back on the menu for #seo reporting https://lnkd.in/gdwFWCzt

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Marketers Vastly Understate The Sales Effect Of Creative And Significantly Overestimate The Impact Of Targeting Per Advertiser Perceptions and NCSolutions: * System1Group Chief Customer Officer Jon Evans says, “Creative is the number one factor in explaining the performance of your advertising, and yet most marketers still don’t realize it. That means that those who focus on getting the creative right have a huge competitive advantage.” * Andrew Tindall, System1’s SVP of Global Creative & Media Partnerships, asserts, “We need to be bold, unapologetically say no to things to get time to make better ads, and partner with the right agencies the bring the talent, tools, and knowledge to make work that works.” * Les Binet and Sarah Carter caution, “Don’t target too narrowly. It may be efficient, but it’s rarely effective. Tight targeting means low sales and profits.” Via the link below, executive summary, video explainer, and deck.

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So… if a link in an “organic” result is actually an affiliate link, crediting a paid partner with a click, a site visit or a sale… That would mean search engines are monetizing search listings, including allegedly organic Map results for #retail locations. Here’s what we’ve uncovered: https://lnkd.in/dQr_DqiU #SEM #affiliatemarketing #marketingROI #searchengines #ftc

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Your digital strategy should understand how to embrace this!

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In my latest MarTech article, I discuss the need for substance and style in b2b tech. The key to success is not in the sales pitch but in the product itself. Disregard the flashy features, the technical jargon-filled presentations, and the promises of a one-size-fits-all solution. Instead, we should focus on tools that work seamlessly and exceed our expectations.

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⚡ No, it is not just you - the cost per click (CPC) for Google Ads continues to 📈rise! ✏ There is a great new study covering 4 billion in media spend posted on Media Post showing: ➡ COSTS ARE UP - 13% increases in CPC costs year-on-year in the first quarter of 2024 (compared with a 9% increase YoY in Q4 2023) ➡ COMPETITION IS GROWING - 17% increase in gross search spend year-on-year in the first quarter of 2024 ➡ TRAFFIC GROWTH FROM ADS IS SLOWING DOWN - 4% click growth YoY in first quarter of 2024 (compared with an 8% increase in YoY in Q4 2023) ➡ AVERAGE VALUE OF ORDERS IS NOT INCREASING - 1% increase in AOV (just a slight increase from roughly flat growth in Q4 2023) What does this all mean for you 🤷‍♀️? It means you should have a 📢 FULL FUNNEL digital marketing strategy. Relying on one or two channels puts your business at a disadvantage going forward. You can learn more here -

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Why Traditional Marketing Mix Modeling Is Falling Behind Key Challenges: Inflexibility: Traditional MMM relies on outdated historical data, making it less effective in today's fast-paced digital market. Long Timelines: Annual MMM projects lead to outdated insights, hindering real-time decision-making. High Costs: Extensive consultant involvement drives up costs and delays analysis. Complex Market: Navigating numerous channels and touchpoints, including Retail Media Networks (RMNs), complicates marketing decisions. Revenue Attribution: Traditional models struggle with accurately attributing revenue to specific marketing efforts. Why Switch to Keen Decision Systems? In-House Control: Use your own data, custom models, and tailored plans for greater flexibility. Credibility: Demonstrate marketing's impact on business outcomes, securing stakeholder buy-in. Advanced Analysis: Keen’s platform uses machine learning for dynamic, data-driven decisions. Real-Time Insights: Stay current with real-time data processing for agile strategy adjustments. Ready to transform your marketing strategy? https://lnkd.in/e6PK2kWF #MarketingStrategy #MMM #MarketingOptimization #InHouseModels #KeenDecisionSystems #AgileMarketing #DataDrivenDecisions

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#AI and #machine learning are key to 🚀 your 💰#ROI on #PPC. How? Leverage your brand’s performance data to identify patterns and trends, and then predict the outcomes before they happen. Check out this and 6 other trends in PPC: https://buff.ly/3KNFEYP.

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Given the Google data link on #SEO, I'm excited for the upcoming SMX Advanced and sessions on Google's algorithm changes, not to mention #AI. - https://lnkd.in/gajv-JUa #SMX

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Not just mobile responsive but make sure your website is conversion focused. Here are a few factors to consider based on mobile users recent engagement statistics: 1. Make CTA buttons easily clickable (with thumbs) 2. Optimize your website’s mobile speed 3. Optimize images & videos 4. Use Responsive Design 5. Simplify Navigation 6. Break your forms into multiple steps & ensure they are mobile friendly 7. Use Mobile-Friendly Fonts 8. Minimize the Use of Pop-Ups 9. Implement Mobile-Specific CTAs 10. Optimize for Voice Search & focus on mobile SEO 11. Personalize Your Content to Your Mobile Users 12. Use Clear and Compelling Headlines 13. Ask for feedback from mobile users Hope this helps!

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Traditional MMM uses a maximum likelihood approach. This means that the results are purely focused on the correlations in the data over time. The reality is that this kind of analysis uses data that no marketer or manager would trust 100% to guide decisions. The #Bayesian estimation approach allows its users to incorporate multiple sources of information, including but not limited to MTA & incrementality testing results. By doing so, the model is more informed and more consistent with the brand's larger information estate. The more you know!

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