Taking businesses into the agentic era: https://teapawt.net/t.co/IfcZTtQOkl Writing about it here: https://teapawt.net/t.co/gfQEeJEtPL
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Ryan Walker retweeted
How can we unlock AI's full potential in advertising?
At last week's @GoogleAds Think Lead Gen event, one message stood out:
AI is only as good as the data you feed it.
In this new era of AI-driven advertising, our goal is simple: provide Google Ads with the best possible customer data. The more it knows, the better it performs.
Consider a typical customer journey:
1. A lead submits a contact form.
2. An automated email sequence initiates.
3. The lead schedules and attends a demo.
4. They decide to sign up and make a purchase.
If you can't track your entire funnel and send back all the data—including the final purchase and customer value—the best alternative is to optimize for the next most valuable conversion event.
So, if tracking sign-ups and purchases isn't feasible, focus on demo scheduling as your key conversion event instead of lead form submissions.
This approach is how we'll gain an edge as AI-driven advertising evolves.
For my clients, the strategy is clear:
Continue creating ads that stop the scroll and fuel them with superior data.
How can we unlock AI's full potential in advertising?
At last week's @GoogleAds Think Lead Gen event, one message stood out:
AI is only as good as the data you feed it.
In this new era of AI-driven advertising, our goal is simple: provide Google Ads with the best possible customer data. The more it knows, the better it performs.
Consider a typical customer journey:
1. A lead submits a contact form.
2. An automated email sequence initiates.
3. The lead schedules and attends a demo.
4. They decide to sign up and make a purchase.
If you can't track your entire funnel and send back all the data—including the final purchase and customer value—the best alternative is to optimize for the next most valuable conversion event.
So, if tracking sign-ups and purchases isn't feasible, focus on demo scheduling as your key conversion event instead of lead form submissions.
This approach is how we'll gain an edge as AI-driven advertising evolves.
For my clients, the strategy is clear:
Continue creating ads that stop the scroll and fuel them with superior data.
It’s been a rewarding week seeing this client reach an 8x ROAS.
For months, we’ve worked hard to optimize creative, improve the quality of data we send Google, and adjust our media buying strategies.
It’s a reminder that consistent focus on the fundamentals pays off.
Always use landing pages.
Ad creative and media buying are just part of the formula for achieving results.
What happens after they click your ad is what truly defines the success of a campaign.
I don’t know who needs to hear this…
But stop running awareness, engagement, traffic, and/or video view campaigns unless you like burning money.
Conversion campaigns only. This is the way 🫡
Think of Meta and Google ads as a continuous experiment. You test your hypotheses, analyze the data, and refine your strategy until it works. It's all about learning and improving with each iteration.
Rarely, do we see an ad campaign work out the gates. Test, learn, repeat.
Your weekly reminder:
Scroll-stopping creative + data-focused media buying + landing pages that convert = profit
Obsessing over these three variables makes it hard to lose in the digital advertising game.
The Meta Ads Library offers a goldmine of competitive insights.
Learn from the top brand's ad formats, targeting, call-to-actions, and messaging to sharpen your own campaigns.
It's not just about watching the competition; it's about leveraging their moves to inform your own.
Google Ads Targeting Tip:
For YouTube & PMAX, try this custom audience:
Add competitor sites to "people who visit websites similar to."
Why?
Because if users are drawn to your competitors' offerings, chances are high they'll be interested in yours as well.
Spying on your competitor's advertising playbook isn’t espionage; it’s smart business.
Dive into their ad angles, dissect creatives & messaging, scrutinize offers through the funnel, study landing pages.
Insight beats imitation.
Meta Ads Trend:
Retargeting is blending into prospecting more each year.
But that shouldn't stop you from testing remarketing ads. Different stages in the funnel require different messaging.
Your creative should evolve from the first encounter to the brink of purchase.
David Ogilvy's timeless wisdom:
"The consumer isn't a moron, she's your wife."
Treat your audience with respect, understanding their needs deeply.
Great advertising speaks to the heart, not just the mind. Craft your messages to enlighten, engage, and convert.
The landscape of paid social has evolved dramatically over the past five years.
Once dominated by ad account optimizations, now 75%+ of success hinges on a potent duo:
Platform-tailored creatives leading to a finely optimized landing page for desired outcomes.
What do you think is the most common error I see in shopping campaigns when performing an audit?
Messy data feeds to the merchant center.
Here is why:
A clean and meticulously organized data feed is not just important—it's absolutely crucial. It acts as the direct line of communication with Google, enabling the platform to grasp precisely what you're offering to the world.
Landing Page Tip:
Test a strong testimonial below your header for an instant credibility lift.
It’s the digital equivalent of a friend’s enthusiastic recommendation welcoming visitors, setting a foundation of trust from the start.
Give your product the intro it deserves.
With retargeting, don't just repeat your message.
Answer the questions lingering in their minds. Use testimonials to build trust and showcase your product's impact.
Your ads aren't just reminders; they're your chance to deepen the conversation.
Transform interest into action.
Trying to improve your Quality Score in Google Ads?
It's not just a number; it's a reflection of ad relevance, landing page experience, and CTR.
Optimize each aspect and your quality score will start to rise.