Keeping up with the rapid pace of digital marketing can feel overwhelming, but we’ve got you covered. This bi-weekly summary brings you the top stories and must-know developments from the last two weeks, all in one place. From bidding innovations to affiliate updates, Sunday Rundown #125 has everything you need to stay ahead of the curve.
Google Ads Smart Bidding: Breaking Down 5 Top Strategies
Are you finding it challenging to manage every detail of your Google Ads campaigns manually? Bidding on individual keywords and constantly adjusting them based on performance used to be the norm, but with so many variables (competition fluctuations, device shifts, time-of-day trends), manual bidding can’t keep up.
That’s where Google’s Smart Bidding comes in. Leveraging machine learning, Smart Bidding optimises your bids in real time—adjusting for user intent, auction context, and budget goals—to help you hit targets without the manual grind. In WordStream’s guide, Alessandro Colarossi breaks down five key Smart Bidding strategies, when to use each, and common pitfalls to avoid:
- Target ROAS (maximise revenue given a return-on-ad-spend goal)
- Target CPA (hit a cost-per-acquisition target)
- Maximise conversions (spend your budget for the most conversions)
- Maximise conversion value (prioritise high-value sales)
- Maximise clicks (drive traffic and brand awareness)
Read the full breakdown here → Google Ads Smart Bidding: Breaking Down 5 Top Strategies
Paid Media Marketing In 2025: 7 Changes Marketers Should Make
2024 was a whirlwind for paid media—AI moved from buzzword to business-as-usual, privacy updates reshaped targeting, and new platforms emerged as serious ad players. In her Search Engine Journal article, Brooke Osmundson lays out seven practical shifts to prepare your paid media strategy for 2025, including:
- Embracing conversational AI for ad creation
- Refining targeting with first-party data and privacy in mind
- Optimising for AI-driven placements (e.g., Performance Max)
- Building true multi-channel campaigns
- Scaling creativity with AI image tools
- Enhancing cross-device attribution
- Revising KPIs for an omni-device world
Implement these changes now to keep your campaigns competitive next year.
Read more → Paid Media Marketing In 2025: 7 Changes Marketers Should Make
Meta Launches Updated Affiliate Link Displays in Posts and Comments
Meta has rolled out significant updates to how affiliate links appear across Facebook and Instagram, making them more prominent and easier for creators to monetise. Key enhancements include:
- Improved visibility in Reels, videos, photos, and text posts
- Enhanced link formatting in comment sections
- Auto-detection of affiliate URLs to pre-populate details and prompt “paid partnership” labelling
These changes simplify the affiliate setup process and help creators—and the brands they partner with—drive more clicks and conversions.
Full details → Meta Launches Updated Affiliate Link Displays in Posts and Comments
Bonus links
- Marketing Strategy Framework: How to Get More Leads & Sales in 2025
- The Ultimate Guide to Lead Nurturing Emails
- Voice Search Optimization: What You Need to Know
- Social Media Ad Spend by Platform (Infographic)
Thank you for taking the time to read our Sunday Rundown #125. If there’s a story you’d like to see here, reply below or contact us. See you in two weeks!