Wednesday, April 29

🌟 Today’s Highlights:

• YouTube is testing a new natural language search experience

• LinkedIn is expanding Event Ads to off-platform events

• This is how you can get hours of your life back each week

• 📊 Stat of the Day: AI Overviews reduced organic clicks 38% on queries where they appeared. (Source: Indian School of Business and Carnegie Mellon University)

• 💡 Today’s Insight: How to measure paid social’s impact on PPC

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⚡️ Today’s Headlines ⚡️

🔎 YouTube is testing a new conversational search experience. The “Ask YouTube” experience lets users dive deeper into topics they’re curious about using interactive native language prompts.

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📅 LinkedIn is expanding Event Ads off-platform. The new ad type, which goes live May 6, lets marketers promote external events in-feed and drive registrations to their own sites without a native LinkedIn Event Page.

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📺 Pinterest is launching expanded connective TV ads via tvScientific. Pinterest ad partners can now extend their campaigns to consumers’ home TV sets through enhanced CTV placement.

💡 Today’s Insight 💡

How to measure paid social’s impact on PPC

🗞 TL;DR - Paid social often looks underwhelming in-platform, but that’s because it’s often mismeasured. Its real impact shows up indirectly in other channels (especially PPC) by driving awareness, trust, and demand that converts later through search. Search Engine Land shows how you can prove social ads’ impact on paid search traffic and conversions.

💡 Insight - The core idea: don’t judge paid social in isolation. Instead, measure how it lifts search behavior and conversion performance. For example, increased social exposure can lead to:

• Higher branded search volume

• Improved CTR on PPC ads

• Better conversion rates due to familiarity and trust

To prove this, the article recommends controlled experimentation, not before/after comparisons (which are skewed by seasonality). The most reliable method is a geo split test: increase social spend in select regions while holding others constant, then compare PPC performance across both groups.

Measurement can range from simple (tracking changes in branded search and conversions) to advanced (multi-touch attribution, overlap analysis, or assisted conversions). A key insight: when social spend is paused, conversions often drop significantly, even if platform-reported results previously looked weak.

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