Monthly Media Update: LinkedIn Document Ads for B2B Marketers

Industry-Wide

Is Google getting worse? Freakonomics podcast host Stephen Dubner discusses the quality of Google’s search results today and how it developed over time. He speaks with the current VP of Search at Google, Elizabeth Reid, who explains that the internet is continually changing and Google is simply providing the best results it can for users’ queries. Former Google employees weigh in and Yelp CEO and co-founder, Jeremy Stoppelman, describes his difficult experience with Google’s large monopoly on the web.

Search Engine Optimization

Google has deepened its ability to understand topics with a new search feature. Google introduced a new feature in search: easy-to-scroll lists of related topics that will appear alongside filters at the top of the search results page for those searching in English on mobile or app in the US. This feature aims to make it easier to explore topics that are related to a search. When you tap on any of the related topics, it changes your search and gives you more topic suggestions.

Content, Social & Email

ChatGPT: The AI-powered chatbot. ChatGPT, a software programmed to simulate human conversation, was made available to the public on November 30. The AI is trained on a massive amount of text data from a variety of sources to generate and write college-level essays when given a prompt. While it was able to gain 1 million users in under a week - a following that took Facebook 10 months to reach - it has boosted concerns that such technology can replace human workers like journalists in the future.

Paid Search

Google Ads cost per lead has increased for 91% of industries, YoY. Wordstream reported that cost per lead is up compared to the previous two years, with lower CVRs, and relatively stable CTRs and CPCs. Increased inflation, competition, and changes to keyword match types are causing higher advertising costs at a time when consumers are more conscious about their spending. Advertisers should continue to strategize and optimize a full-funnel approach, utilize AI features, and monitor spend closely.

Black Friday bounces back with record-breaking online sales. Data from AdWeek reports Black Friday sales were up 12% YoY, despite speculation about increasing inflation and a possible recession. This was likely aided by the Buy-Now-Pay-Later model that many ecommerce businesses are adopting. Use of this payment method rose 78% on Thanksgiving and AOV declined 6%, meaning more consumers are using a pay-later method to finance cheaper items. 

Paid Social

LinkedIn Document Ads. LinkedIn's newest ad format allows users to download documents/PDFs directly from their feed without having to leave the platform. This elevates awareness efforts if used as free downloads for interested users or can be paired with a lead gen form to download the document and capture quality leads. Document ads include: ebooks, case studies, white papers, infographics, slides, presentations, and more. You can also review LI data about how much of the document was viewed, clicked, or downloaded while it's in feed to see how your audiences are engaging with the content.  

Re-Launch of Twitter Blue. Businesses will now display a Gold Checkmark and Government accounts will have a Grey Checkmark. Gold Checkmarks will replace the "official" label. Blue checkmarks are now reserved for individuals subscribed to Twitter Blue and those already verified. 

Display

NYT has unveiled Wordle Sponsorships and newly created Wordle Flex Frame units available to be purchased directly starting Oct. 2022. Wordle brought 10M+ new users to the NYT site in Q1 2022 and the audience skews Young and Educated ($100K+ HHI, Undergrad degree holders, frequent travelers, Gen Z Females). The sponsorship specifically would be useful when you want to expose a user to ads during a lighthearted and fun activity. Price tags range from $90K (Flex Frame) to $150K (sponsorship). To be one of the first advertisers on Wordle with the NYT could be an enticing placement for a client if the audience fits and they have the budget that could accommodate.