🗞️ Links & Thinks from 2023.02.27
LinkedIn Interest Targeting
LinkedIn interest targeting is a great ad option, if there is an interest that matches your service. It works the way the name suggests, grouping users by what they've shown an interest in vs. what their profile says about them (like Facebook).
Thankfully we're getting more to play with now. Corporate Blue is adding 20+ new service interests (the whole category is new I believe) and 120+ more product interests.
This can be a great way to target ads if your customers don't have a 'standard' company sector or job title. I've used it for SaaS marketing in the past to good effect.
More Google Toys
It’s Search Ads Week, so I doubt this is the last new thing we’ll get. But today’s party favors are: AI ad assets and a new goal for search ads.
Automatically created assets was announced last year, but the beta is now open for everyone (in English).
By opting into this campaign-level setting, responsive search ads show the best combinations of assets that you provide, along with new assets that are generated based on your ad's unique context—which includes your landing page.
More fun, the new customer acquisition goal for search campaigns.
Powered by Smart Bidding and your first-party data, this goal makes it easy for you to optimize your campaigns and connect with new customers, helping you make the most of peak periods. When coupled with bidding strategies like Maximize conversion value with a target ROAS, the new customer acquisition goal can help you prioritize and find new customers who may be of higher value to your business.
On the YouTube front, Shorts creators are getting more engagement metrics. Specifically around how the found the content and whether they viewed or swiped away. And demographic data broken out by video format.
Just The Headlines
Ad-Supported CTV Platforms Rise 55% In Time Spent, Ad-Free Streaming Down 30%
TikTok Really Is Becoming Gen Z’s Google, and More on How Gen Z Gets Its News (splinter splinter splinter & I wonder if searchchat will change this)