As paid media marketers, we often default to the “big” platforms: Google, Meta, and increasingly, TikTok. However, there’s a quiet powerhouse in the app marketing world that too many advertisers overlook: Apple Search Ads (ASA). If you work with apps or even if your business uses an app as a secondary conversion point, ASA is … Read more
Google’s latest AI tools promise to manage campaigns automatically. But advertisers are asking whether these new features give up too much human control. At Google Marketing Live, the company showcased three new AI agents. These tools can handle everything from creating campaigns to managing tasks across multiple platforms. However, the announcement raised questions from attendees … Read more
As the number one professional network, LinkedIn is the best place to reach a B2B audience. The platform has millions of industry practitioners and key decision-makers in its network, and running impactful and targeted LinkedIn ads can get your products and services in front of the right audience. Organic content may be at the heart … Read more
Every day, marketing teams face a crucial decision: Should they rely on Google’s built-in AI tools or invest in custom solutions for specific ad campaign tasks? I’ve watched this debate play out countless times with clients. Google continues adding more AI features for tasks like ad copy generation, headline creation, image generation, and product feed … Read more
Almost every major ad platform now offers some form of AI-generated copy. While these tools can speed up the process of launching campaigns, they often create headlines and descriptions that lack the creativity or relevance needed to get results. In this article, we will focus on how to get the most from Google Ads AI-assisted … Read more
Looking for ways to build and grow your email list without paid ads? Many people are quick to point out the benefits of having a large email database to contact, and the many ways you can do so. However, when it comes to offering actionable ways to actually grow an email list, there are significantly … Read more
Google Ads introduced a quiet but impactful change last week to how ads can show up on the search results page. High-performing ads that used to be eligible only for top-of-page positions can now also appear at the bottom. This means advertisers can show up more than once on the same results page: once at … Read more
Google has released its 2024 Ads Safety Report, and the message is clear: accountability is scaling fast thanks to AI. With billions of ads removed and millions of accounts suspended, the report paints a picture of an advertising ecosystem under tighter scrutiny than ever. For marketers, especially those managing significant media budgets, these shifts aren’t … Read more
![Beyond ROAS: Aligning Google Ads With Your True Business Objectives [Webinar]](https://nicheplrnewsletter.com/news/wp-content/uploads/2025/04/Beyond-ROAS-Aligning-Google-Ads-With-Your-True-Business-Objectives.png "Beyond ROAS: Aligning Google Ads With Your True Business Objectives")
Are your paid campaigns delivering the results that really matter? If your ad strategy is focused only on cost-per-acquisition, you might be leaving long-term growth on the table. It’s time to rethink how you measure success in Google Ads. In this upcoming webinar, you’ll get: Smarter ways to measure PPC success. Tested, powerful bidding strategies. … Read more
Micro conversions are among the most misunderstood – and underutilized – tools in a PPC marketer’s toolkit. While they don’t represent final goals like sales or leads, they can provide critical signals that improve campaign performance, inform audience strategy, and enable smarter automation. Here’s what marketers need to know to harness micro conversions effectively. What … Read more
Ad scheduling is a fundamental setting in Google Ads and Microsoft Ads, but when managing campaigns across multiple time zones, it becomes more complex. Standard scheduling tactics may not cut it if you’re advertising internationally or running campaigns across regions with different peak engagement times. Poorly timed ads can lead to wasted budget, lower conversion … Read more
In the beginning, there was only Search. Then Google said, “Let there be Shopping.” And so began the golden age of search advertising. Fast forward, and machines now perform the more granular and recurring optimizations at scale that we had to manually. Algorithmic campaigns like Performance Max have become Google’s golden goose. They claim that … Read more
It should come as no surprise to us marketers that short-form video was the top performing content format in 2024. As video content overtakes text-heavy content formats — whether in the form of live streams, YouTube videos, or Instagram Stories — marketers must include a plan to use in-stream video ads in their strategies. I’m … Read more
Historically, Google has been the default for most marketers, especially when it comes to pay-per-click (PPC) advertising. However, for low-budget accounts, the question arises: Is Google Search the best value for money? This article explores how Google Search can still provide value for money for lower-budget accounts and where to allocate the budget if Google … Read more
Google is making big moves in 2025, and unsurprisingly, AI is at the heart of it all. In a recent update, Vidhya Srinivasan, Google’s VP and GM of Ads and Commerce, outlined the company’s top priorities for the coming year. From AI-powered ad experiences to deeper integrations with YouTube and Google Shopping, these changes signal … Read more
YouTube revealed plans to update how mid-roll advertisements function, starting May 12. The update focuses on showing more ads at natural breakpoints in videos while reducing interruptive ad placements that can lead to viewer abandonment. Key Changes to Mid-Roll Ad Placement YouTube will prioritize placing mid-roll ads at natural break points, such as scene transitions … Read more
A recent Dentsu study, in partnership with TikTok, shows that advertisers on the platform achieve strong returns on investment (ROI) for both short-term and long-term sales. The analysis (PDF link) focused on 15 brands in Norway, Denmark, Sweden, and Finland and compared TikTok’s performance with other media channels. Dentsu found: “With a short-term ROI of … Read more
Click fraud in lead generation can drain your marketing budget and corrupt your data, leading to misguided strategic decisions. While automated detection tools serve as a first line of defense, relying solely on them is not enough. This guide presents practical, hands-on approaches to identify and combat click fraud in your lead generation campaigns in … Read more
