Monday, July 6

👀 Viewability tells you whether an ad can be seen

Attention metrics tell you whether it can make an impact.

There's a reason the world's largest media agencies and Fortune 500 brands use attention metrics to guide campaign decisions.

Adelaide's Agency Attention Playbook breaks down how to activate attention signals across planning and buying, with real examples of how they reduce waste and lift performance.

Get the playbook →

⚡️ Today’s Headlines ⚡️

⏺️ X launched an updated livestream studio to simplify broadcasts. The updated livestream command center, housed in its Creator Studio platform, makes it easier for creators to schedule and run their live broadcasts in the app.

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🦾 LinkedIn is rolling out new AI-powered promotional tools. The new AI-powered creative options for in-app promotions include copy generation tools, ad personalization options, and ad variants.

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🧪 Reddit’s split testing is available to all advertisers. The news follows a test of the option with selected ad partners over the past few months, allowing marketers to run two ad variants and choose which campaign to focus on based on performance.

💡 Today’s Insight 💡

A Google Ads targeting tactic that cut invalid clicks by 50%

🗞 TL;DR - According to reports, advertisers are estimated to lose $172 billion a year to ad fraud by 2028. A new case study in Search Engine Land aimed to address the common problem and save its client’s tanking campaign performance. By adjusting Google Ads targeting, the experts reduced invalid click activity by 50% and restored profitable performance.

💡 Insight - The case study followed a client selling editing and ghostwriting services using relevant and high-intent search terms to trigger ads. Click fraud showed up as extremely high invalid click rates (60-80%), bot-like behavior in Microsoft Clarity recordings, and large discrepancies between reported ad clicks and actual website sessions.

The natural conclusion would be to file an investigation with Google, but when the advertiser did that they still saw poor campaign performance despite Google saying it had caught the suspicious activity.

The breakthrough came from an unconventional tactic: adding hundreds of Google predefined audience segments to Search campaigns using the "Targeting" setting (not "Observation"). This restricted ads to users who both searched the targeted keywords and belonged to at least one recognized Google audience.

The result was a 50% reduction in reported invalid click rates and a return to profitable conversion performance. The theory is that bots and click fraud networks often lack the behavioral signals Google uses to classify users into audience segments, making audience targeting an effective filter.

But be warned: because this tactic narrows eligibility, it can also reduce reach and potentially exclude legitimate users. It’s a tactic best suited for advertisers with unusually high invalid click rates or clear evidence of click fraud.

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