Google Ads New AI Roll Out

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GOOGLE

🚀 Google Ads Rolls Out AI-Powered Features for Improved Performance Max Campaigns
^{Insights from Search Engine Land}

Google Ads has introduced several AI-powered enhancements aimed at helping advertisers optimize creative content and campaign management for their Performance Max campaigns. These new tools, including Page-specific Assets and advanced video creation, are designed to give advertisers more control and improve overall campaign efficiency.

The Breakdown:

Page-Specific Assets for Tailored Campaigns

Google Ads now allows advertisers to input specific web pages, enabling the platform’s AI to generate customized assets like images and videos. These assets are specifically tailored to match the content of the provided web pages, making the ads more relevant to the user. This feature is expected to boost campaign performance by aligning ad creatives with the user’s context.

AI-Driven Video Creation & Integration of Imagen 3

The new Imagen 3 AI model within Google Ads automatically creates high-quality visuals and videos that adapt to different formats and lengths. This AI-powered tool helps advertisers produce engaging content for a variety of ad placements, streamlining the creative process and ensuring the visuals are optimized for different platforms.

Enhanced Asset Testing & Shareable Previews

Advertisers can now take advantage of improved asset testing features, allowing them to test different creative elements and measure their effectiveness within campaigns. In addition, a new shareable ad preview feature allows teams to collaborate on reviewing ads without the need for a Google Ads login, making the review process more efficient.

These AI-driven updates, including the integration of Page-specific Assets and Imagen 3, provide advertisers with a more seamless way to manage and optimize their Performance Max campaigns. By automating creative production and improving asset testing, Google is helping businesses refine their ad content for better results.

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SEGMENTATION

🎯 Key Segmentation Tips for Successful BFCM Campaigns

With Black Friday and Cyber Monday (BFCM) around the corner, DTC brands have a prime opportunity to boost sales. However, blasting generic emails to your entire list can lead to missed chances and low engagement. The solution? Smart segmentation. Tailoring your communication through segmentation can significantly improve your results. Here’s how to get it right—and what pitfalls to avoid.

1. Segment by Purchase Behavior: Prioritize Your Best Customers

A great way to start segmenting your audience is by looking at their purchase history. Loyal customers who regularly buy from you are likely to appreciate exclusive offers and early access to sales. These VIPs are the backbone of your brand, and offering them something extra can increase their loyalty.

Tip: Identify top spenders or repeat buyers and offer them something special, like early access to deals or exclusive discounts. Tailor a campaign that rewards their continued support and makes them feel valued.

What to Avoid: Don’t dilute the value of VIP perks by sending them to subscribers who haven’t engaged or made a purchase. If someone signed up for your list months ago but never bought anything, sending them VIP deals can be counterproductive.

2. Segment by Engagement: Active vs. Dormant Subscribers

Not everyone on your list engages with your content the same way. Some subscribers are highly active, regularly opening emails and visiting your site, while others may have gone quiet. By segmenting your list based on engagement levels, you can tailor your approach to each group.

Tip: For active users, consider offering personalized deals based on their browsing or buying behavior. Dormant subscribers may respond better to a re-engagement strategy, such as a special discount to bring them back.

What to Avoid: Avoid sending the same generic email to your entire list. Overloading active subscribers with too many emails can lead to fatigue, while disengaged users may need a more personalized message to reignite their interest.

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3. Don’t Over-Segment Your List

While segmentation is essential, over-segmenting can backfire. Creating too many micro-segments can make campaign management unnecessarily complex, and worse, it can fragment your overall message.

Tip: Focus on core segments such as loyal customers, recent buyers, and those with high 

engagement. Craft targeted but cohesive campaigns that resonate with each group without overcomplicating the process.

What to Avoid: Hyper-targeting every small segment can lead to inconsistent messaging and confusion. Keep it simple by sticking to key segments that matter most to your business.

The key to a successful BFCM campaign is delivering the right message to the right audience at the right time. By segmenting based on purchase behavior, and engagement levels, and avoiding the trap of over-segmentation, you can create personalized campaigns that lead to higher conversions and stronger customer relationships.

YOUTUBE AND META UPDATES

🎯 YouTube and Meta Introduce New Ad Management Features
^{Insights from Social Media Today and Search Engine Land}

YouTube and Meta have both introduced new tools designed to enhance ad management for creators and advertisers. These updates include new controls for ad content on YouTube and automated ad adjustments on Meta, sparking conversations about the balance between automation and control.

The Scoop:

YouTube’s Ad Category Blocking Feature

YouTube has expanded its ad control options, now allowing creators to block specific categories of ads from appearing on their content directly from YouTube Studio. Previously, this feature was only available through AdSense. While this gives creators more control over which ads are shown, YouTube warns that blocking certain categories could reduce revenue by limiting available ads.

Meta’s Automated Campaign Adjustments

Meta has quietly introduced a new feature for ad accounts called “automatic adjustments.” This feature allows Meta’s system to automatically adjust campaigns by pausing, activating, or altering settings like budgets and audience segments without advertiser approval. Although this automation can potentially improve performance by optimizing in real time, some advertisers have reported disruptions, including unexpected budget changes and audience consolidation.

How to Opt-Out:

• Navigate to “All Tools” in Meta Ads Manager.

• Select “Automated Rules.”

• Choose “See Automatic Adjustments.”

• Toggle off the feature under “Manage Automatic Adjustments.”

While YouTube’s new ad-blocking feature gives creators more control over the types of ads shown on their content, Meta’s automatic ad adjustments introduce automation that may optimize performance but also require careful monitoring. Advertisers need to stay on top of these changes to ensure their campaigns are running as intended.

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✖️X has rolled out important updates to its ad platform to enhance performance for small and medium-sized businesses (SMBs). By leveraging AI for targeted ad delivery, advertisers can now set specific cost-per-action goals, along with optimized bidding, automated tracking pixel creation, and one-click direct message support.

🤳🏻87% percent of Americans use social media daily, creating a significant opportunity for brands. The survey shows 89% of users aged 30-44 and 80% over 60 engage regularly, primarily on Facebook and Instagram.

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