Monday, January 27

🌟 Today’s Highlights:

• Meta is (finally) testing ads on Threads

• TikTok still isn’t back in US app stores

• Want to work with me and get tons of leads? Today’s your lucky day

• 📊 Stat of the Day: US daily active users on TikTok-competitor RedNote (Xiaohongshu) declined by 54% the day after enforcement of TikTok’s ban was put on hold. (Source: Similarweb)

• 💡 Today’s Insight: How to run complementary Search & PMax campaigns

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💡 Today’s Insight 💡

How to run complementary Search & PMax campaigns

🗞 TL;DR - If you’re running Google Ads, you know that Performance Max (PMax) and Search campaigns can often overlap and lead to issues with data and the customer journey. Adalysis’ Brad Geddes shows the steps you can take to ensure these two campaigns are working in tandem to improve your performance.

💡 Insight - Here are the key problems that can lead to ad overlap:

Poor organization leading to lower ad rank. Google approaches responsive search ads (RSAs) in a way that automatically mixes and matches keywords with ad assets to craft ads, which can result in mismatched messaging. Instead, create more specific ad groups and write ads tailored to those terms.

Not adding search terms as keywords. Google relies on broad match keywords and automated bidding with the assumption that its system will handle the search terms effectively. Instead, manually review and identify top-performing search terms to add them as keywords in search campaigns.

Following Google’s recommendation of removing redundant keywords. Google views a lot of similar keyword variations as duplicates and recommends removing them. But if you do, you lose identical keywords in your account, allowing PMax to take priority over Search campaigns. While you’re at it, review and manage Google’s Auto Apply settings to avoid unintended changes that could undermine your campaign performance.

For more key problems with solutions on how to optimize for complementary performance, check out the full article in Search Engine Land.

⚡️ Today’s Headlines ⚡️

🧪 Meta is starting to test ads on Threads. The initial test includes a small number of selected advertisers and will be seen across Threads feeds. Businesses will be able to extend their existing Meta ad campaigns to Threads in Ads Manager without the need for bespoke creative.

🤔 Not sure how to navigate the TikTok ban/no ban? The newest episode of The @MarketingMax Show goes deep into how to prepare, and what your business can do, if TikTok gets banned. Check it out on YouTube, Spotify, or Apple (& don’t forget to subscribe)!

🇺🇸 TikTok still isn’t back in US app stores. It’s been nearly a week since it was removed and, without official statements from Apple or Google, many suspect it’s because of the ambiguity with the ban. Phones that already had the TikTok app installed before the ban are still able to access the app.

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💸 X is barely breaking even. According to a new internal email from Elon Musk, X’s “user growth is stagnant, revenue is unimpressive, and we’re barely breaking even.” As a result, banks are preparing a coordinated move to sell some of the $13Bn in debt they loaned to finance the deal.

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