Adriel AdOps | EP06 | Marketing report templates, Google Ads 2023 Benchmarks, GA4 vs. UA

Hi! You're reading Adriel's AdOps newsletter, where 6300+ marketers get some of our best insights on ad operations, digital marketing, and marketing automation every month in an easy-to-digest email format. 

We’ve got exciting news to share - our new AI ad generation and programmatic creative tool AdGen AI is officially open to the public! 

You don’t need to spend hours creating, testing, and publishing ads anymore…AdGen AI takes care of all that in 2 minutes. 

Our Beta testers gave it a unanimous 10/10 for how easy and intuitive it is. 

Here’s how it works: 

1. Plug in your website URL 
2. Select what kind of ads you’d like, e.g. Meta Carousel
3. Revise/edit generated images and copy as needed
4. Publish the ads directly on Google Ads or Meta Ads

Check out these Meta and Google Ads for Adidas: 

Try out AdGen AI here: app.adgenai.com and let us know what you think!

⚡Power Up Ad Operations: 3 Tips 

From creating ads to optimizing campaigns, adops can be incredibly time-consuming and mentally-taxing. Every month, we share tips and tricks in this section to make it just a little easier.

1) 5 hacks to make sure you’re not overspending on branded keywords on Google Ads. Branded keywords are cheaper than industry keywords and convert better, but if left unchecked can eat up a big chunk of your ad spend. Here are some tips to make sure you’re not overspending on branded keywords on Google Ads:

2) How to structure your marketing reports like a pro. We asked 6 marketers from small and medium US-based marketing agencies and compiled all their insights + examples and templates in this blog post. In short, here’s how they recommend structuring your marketing reports for clients:

3) Have Performance Max campaigns? Use this script to understand what trending search terms your campaigns are showing up for. 

PMax is notorious for not being transparent about campaign performance. Luckily, Nils Rooijmans, Google Ads expert, created a script to show what search categories are trending in your PMax campaigns. You can use this data to:

+ add trending search categories as new (broad) keywords to your standard search campaigns

+ tailor your creatives based on trends

+ add popular search categories to your landing pages and Merchant Center feed descriptions to boost performance

The script is (very) detailed so we won’t list it out here. You can grab it here though.

📖 What digital marketers are buzzing about

1)  Google Ads Benchmarks 2023: WordStream recently released their Google Ads Benchmarks report for 2023 after analyzing 17000+ US-based search advertising campaigns. Here are the averages across all industries:

2) Sprout Social surveyed over 1,800 consumers and 900 marketers to understand how they interact with companies’ social media. Here are our top insights from the report:

→ Why do consumers follow a brand on social? 

The biggest reason is to stay informed about new products or services. Contrary to popular belief, only 45% say it’s because the content they post is enjoyable and entertaining. 

→ How do you become memorable? 

By responding to consumers. 

→ How do you measure social media returns?

60% say they plan to quantify the value of social media engagement (likes, shares, comments) in terms of potential revenue impact

→ What can help?

Next year, marketers are planning to use AI for:  

1. analyzing social media data
2. content creation
3. social media advertising and campaign targeting
4. Social media scheduling/posting

3) GA4 vs. Google Analytics: what’s changed and why it matters. This blog post dug into the key differences between GA4 and Google Analytics, and a free GA4 dashboard template to save time on reporting. Here’s what’s changed in terms of scopes: 

Find out more new metrics, features, and attribution models in this blog post. 

🔦 Behind the Adriel Team

WHO: Maïlys Mas-Garrido
ROLE: Senior Growth Marketing Manager

A week ago, Maïlys packed her bags, hopped on a plane, and moved to Seoul, Korea from France, to join us as a Senior Growth Marketing Manager. We sat down to talk about marketing and lead generation for B2B SaaS with her.

Welcome to the team! Could you tell us more about your role at Adriel?

I’m here to help the marketing team set up strategies to create new business opportunities and raise awareness around our new AI product - AdGen AI. And to potentially build a French team in the future!

What do you love most about what you do?

Throughout my six years of experience, what excites me the most is using marketing strategies to deliver leads and business opportunities to support sales.

Usually, when you think about marketing, you think about awareness, but it’s also about understanding what your sales team needs to transform leads into clients. 

It's exciting to be there from the very first step of our clients, figuring out who they are and what their pain points are, and providing a solution that can save them time and money. Because when you sell SaaS, you are solving a problem! 

What do you think works best when it comes to lead generation?

It depends on your target market, but content is definitely one of the first steps to work on. Whether it’s Google or social media, you need to be where your target customer goes when they face an issue. 

In terms of strategies, I’m not going to reinvent anything here. If you want a lead generation machine, it’s important to invest in the right channels and for that, you have to test different things.

From what I’ve seen, having a content strategy that brings value to your target customers works really well. Paid ads bring in ready-to-buy hot leads…but they’re very expensive. Your sales pipeline should be seen as a long-term strategy, not just for immediate leads but also future ones.  

What is the biggest challenge you see B2B SaaS companies with generating leads? 

One of the biggest challenges is to align marketing and sales (it’s not a new challenge haha). It's hard to reach goals if our objectives are not aligned. Both sides are going to feel frustration. To work, marketing has to be aligned with sales and work together as partners in the same direction.

Another challenge is securing the pipeline. Your job in the end is to generate business - you are here to communicate, sell, and solve a problem. It’s not just about bringing enough leads that are going to fill the plate of your sales team at the moment, but also investing money in the future to grow your pipeline. 

Outside of work, what do you like to do?

I love food! Since I moved to Korea I’ve been eating out a lot haha. I really love to discover new dishes and restaurants and Seoul is a great place for that.

I also love thrills. I went skydiving on my 25th birthday and since then I’ve been trying to do it more often. I just love jumping off a plane - it feels so good!