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What the Google antitrust ruling could mean for advertisers

Martech

Google’s loss in its federal antitrust case may mean huge changes for the company, web users and digital advertisers. It could result in a big hit to parent company Alphabet’s bottom line; more and better search choices for people; and lower-priced, more effective advertising. We won’t know until U.S. said Waddington.

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Free trial vs. demo: What’s more effective in B2B SaaS ads?

Martech

The vendors included both Obility clients and non-clients. For non-branded campaigns, a free trial CTA showed nearly twice the CTR of a demo call to action. For non-branded campaigns, a free trial CTA showed nearly twice the CTR of a demo call to action. Obility’s analysis of paid search ads for demos and free trials.

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AI-powered martech news and releases: January 16

Martech

Will pure-play artificial intelligence companies ever be profitable? In 2024, Uber and Spotify reported their first-ever profitable years, and Lyft had two profitable quarters. Spotify went positive thanks to laying off 2,000 people and cutting its marketing budget. The same cost issues are dogging non-pure plays.

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How attribution masks what’s actually driving growth

Martech

Dig deeper: Smarter attribution strategies to help B2B marketers prove campaign value Performance Max and Advantage+ campaigns But wait, what about tactics that “collapse the funnel” and drive “full-funnel performance”? Every dollar spent here on advertising loses you/your company money! Want a higher ROAS?

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7 ways to segment Performance Max and Shopping campaigns

Search Engine Land

Segmentation by best sellers, product attributes, location, profitability and user type. However, when campaign conversion numbers fall to between 10-20 per month, consolidating back to one campaign often improves advertising conversion data. Disadvantages Effectively, there is no product differentiation in your advertising.

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Brands unknowingly wasting ad dollars on Made for Advertising sites, claims report

Search Engine Land

Hundreds of major brands unknowingly have their ads served on Made for Advertising (MFA) websites. Ads are being placed on these sites through both programmatic and non-programmatic channels, according to a new study by Analytics. What are MFA websites? They often have poor-quality content and display a high number of ads.

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Content marketing and SEO: Creating an integrated SEO plan

Search Engine Land

It’s marketing but in a nice, non-sales-focused way. Content, done well, is marketing that feels good and is not sleazy or pushy. Search Engine Land defines SEO as follows: “SEO stands for ‘search engine optimization.’ The usual suspects are social media, email and native advertising.

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