Tuesday, May 13

🌟 Today’s Highlights:

• TikTok is giving US small businesses $1M in ad credits

• Meta wants everyone to use its AI-generated Opportunity Score

• You don’t need more leads, you need this funnel

• 📊 Stat of the Day: Users who arrive on websites from LLMs are generally less likely to engage than those from traditional organic search. (Source: SALT.agency)

• 💡 Today’s Insight: Which is better: Google Ads AI or third-party AI tools?

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💡 Today’s Insight 💡

Which is better: Google Ads AI or third-party AI tools?

🗞 TL;DR - Every day it seems like Google’s adding more AI features for ad tasks. Simultaneously, specialized tools and custom solutions are thriving. So, which is better? Search Engine Journal went down the research rabbit hole to find the definitive answer, and we’ve got the highlights below…

💡 Insight - The general consensus is, you should be using some kind of AI tool. One study found that over 50% of users preferred AI-generated informative content over sensationalized approaches, so what matters more is how AI is deployed rather than the tech itself.

Search Engine Land tested Google’s AI text, image, and video generators against third-party tools. Google’s results were underwhelming and disappointing. Its ad copy generator produced legally problematic content with brand infringement risks and hallucinated product details, while its image generator produced visually inaccurate representations and its video tool did… just the bare minimum.

Here’s how the third-party solutions stacked up:

• General-purpose AI assistants like Claude and ChatGPT produced more compelling, accurate, and compliant ad copy

• Specialized tools like Canva, Remove.bg, and Photopea offered superior image manipulation options

• Video creation platforms like Canva and Qwen delivered professional-quality animation and transitions that wouldn’t be possible to craft in Google’s basic tools

So, which is better? Looks like third-party tools for now.

⚡️ Today’s Headlines ⚡️

💰 TikTok launched a $1M ad credit program for US SMBs. The program is part of the app’s celebration of Small Business Month. SMBs will be able to access the ad credits and more starting mid-May.

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📊 Meta is expanding access to its “Opportunity Score” metric. The metric aims to help advertisers by providing AI-based recommendations based on overall Meta ad performance on a 0-100 point summary.

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✉️ TikTok added the option to switch on DMs during livestreams. The “activate DMs during streams” option shows up in the broadcast options for livestreamers and adds a message CTA button within your broadcast for viewers to easily get in contact.

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