New Ad Plays, Fresh Search Contenders, and Google’s Holiday Shake-Ups

Happy November, Digital Darlings!

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With Halloween now in the rearview mirror, it's time to say goodbye to ghostly decor and hello to… holiday takeover! The season of sparkle, Mariah Carey on repeat, and ever-escalating ad budgets is officially upon us. This week's updates are timely as the digital landscape is shifting just as fast as holiday displays are going up. Between Google's algorithm shake-up, LinkedIn's lead-gen boost, and OpenAI's bold move into search, this week's tea is as piping hot as your first peppermint mocha of the season. So grab your coziest scarf, and let's dive into all things digital!

Hold onto your dashboards, Darlings - this week, a Google rep took some unapproved creative liberties with a client's ad account, tweaking everything from ad copy to bidding strategies, all without so much as a "May I?" And the kicker? These changes didn't even show up in the account's change history! Cue the advertiser panic. Google's own Ginny Marvin admitted it was a "mistake" (translation: processes weren't followed), and reassured us all it wasn't intentional. Still, this slip-up has everyone double-checking their campaigns like it's final exam week. For brands, the takeaway is clear: keep a close eye on your accounts and don't be shy about questioning any "ghost" edits. Google says they're tightening up oversight - here's hoping they lock that door for good.

In other Google news, the company is piloting a new search feature called Business Links, and it's looking like sitelinks with a serious upgrade. Think customizable, AI-enhanced headlines that adapt to all kinds of customer intent within a single ad. You can add up to three headlines per link, meaning your ads can now hit those varied search vibes without breaking a sweat. With AI automatically generating extra headlines (don't worry, you can turn that off), Google wants your ads to feel tailor-made for everyone's search journey. And for brands, this means higher engagement and the flexibility to speak to multiple audiences within one campaign. It's still in the pilot phase, so if you're curious, ping your Google rep and see if you can get in on the action early - who doesn't love a little exclusive access?

Hold the applause, marketers - Google just dropped a long-awaited segmentation tool for Performance Max (PMax) Asset Groups, finally giving us the detailed campaign insights we've been begging for. With the new "segment" option, you can break down performance by time, device, and even track those elusive "days to conversion." This means deeper analysis and smarter optimization, letting you tweak campaigns with a precision that would make a Swiss watchmaker jealous. Shoutout to Thomas Eccel, who spotted this update on LinkedIn and shared it with the ad world. And speaking of LinkedIn, let's get into their latest…

Attention, brands: LinkedIn just dropped a feature that lets you turn your most popular posts into lead-gen machines. That's right - your witty, attention-grabbing content can now be boosted to capture high-quality leads, thanks to LinkedIn's first-party data magic. With over 2 billion monthly interactions on company Pages, this is your chance to push beyond the echo chamber of your followers and get in front of fresh, high-value prospects. Just choose your post, set the budget, and let LinkedIn work its algorithmic charm. So if you've got a post that's popping off like Mariah Carey in November - it's time to give it a little love and watch the leads line up!

Google's next algorithm update is about to hit, but don't expect it to reverse lost traffic from past rollouts. For paid marketers, this update could mean even fiercer competition as organic visibility becomes harder to come by - especially if Google's tightening the reins on big players trying to game the rankings. With organic reach potentially taking a hit, paid ads are primed to shine. Brands, now's the time to level up your ad game with targeted, engaging creative, because as Google refines its search landscape, paid placements might just become your brand's go-to strategy for staying top of mind. And now for some AI news…

OpenAI has officially entered the search ring with ChatGPT's real-time search feature, letting users ask for up-to-the-minute updates - from stock quotes to sports scores - with an easy, ad-free experience. It's conversational, intuitive, and cites sources, giving Google something to think about. For marketers, this could mean rethinking search strategies as users explore a fresh way to find answers. ChatGPT's user-friendly, less cluttered approach might just lure searchers - and budgets - away from traditional search ads. Keep an eye on this one, folks; a new contender has entered the game.

Well, there you have it, folks - November's first digital shake-up. As you deck the halls (or just brace yourself for an onslaught of carols), remember to keep that holiday sparkle in your ad game. From cozying up with LinkedIn's lead-gen boosts to keeping Google's algorithm shenanigans in check, this season's all about staying sharp and adaptable. So here's to a month of festive campaigns and high-engagement headlines. Stay cute, stay clever, and keep those conversions merry and bright.

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You know you love me.

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