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Hi there, this is your daily ☕️ MarketingShot.
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In today's MarketingShot:
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📉 Why mid-tier influencers are wasting your budget 🎛️ Google is finally giving you PMax controls 🤖 Amazon now makes you label AI models in product photos ⏳ Your AI time savings are quietly disappearing Plus: 💡 3 strategies & tactics, 🎁 7 other news & articles you might like, and 🧰 6 trending marketing tools.
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📉 Why mid-tier influencers are wasting your budget
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- Creators with 50,000 to 250,000 followers deliver the worst cost per view and cost per engagement of any tier, according to a new OpenSponsorship analysis of 1,527 paid creator deliverables run between January 2025 and June 2026.
- The mid-tier's cost per view reached $0.19, the highest of any category, while its cost per engagement hit $7.07, more than double the rate for nano and micro creators, across 513 campaigns.
- Median cost per deliverable rose steadily with follower count, from $134 for nano and $150 for micro to $417 for mid-tier, $517 for macro, and $2,727 for mega creators.
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🎛️ Google is finally giving you PMax controls
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- Google is testing a Performance Max feature that lets media buyers exclude inventory from third-party search partners and the Google Display Network, giving them more control over PMax spending than the product allowed since its 2022 launch.
- The feature appears in users' PMax consoles as two checkbox options that are enabled by default, letting buyers deselect Search Partners and Google Display Network, both sources buyers describe as junk or remnant inventory they never wanted to opt into.
- The change follows earlier PMax updates like channel performance reporting and campaign-level negative keywords, which one agency said produced a 10% average increase in PMax investments after clients shifted ad spend from Google Shopping campaigns.
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🤖 Amazon now makes you label AI models in product photos
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- Amazon is now telling third-party sellers to label any product images or videos that show AI-generated people, following a recent New York law demanding more transparency about "synthetic performers" in ads.
- The policy, announced Wednesday, tells sellers to tag images and "A+ content" with specific metadata keywords before upload, though it skips content with TV, movie or game characters, or real people altered with AI.
- Amazon said it will add an indicator on listings to tell shoppers when content features AI-generated people, a step affecting outside sellers who account for more than 60% of goods sold on its marketplace.
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⏳ Your AI time savings are quietly disappearing
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- Nearly half of B2B marketers have fully integrated AI into their daily work, but the hours saved are being spent fixing AI output instead, according to a survey of more than 2,000 marketers by Optimizely.
- Three-quarters of respondents spend at least three hours each week editing, fact-checking, or fixing AI content, and only 4% said AI saves time across the entire content creation process.
- More than 80% of marketers switch among multiple AI applications, creating disconnected workflows, while 65% of leaders would consider pausing their AI rollout for 90 days to rethink their approach.
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Other
news & articles you might like
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AI Max spotted in Google Standard Shopping campaigns
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Sponsored messages gain 3.6x InMail lift from LinkedIn Live viewers
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Amazon and Walmart Grew the Crowd but Shrank the Basket
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Google fined €890m by European Commission over DMA violations
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Adthena partners dentsu as UK ChatGPT CPCs swing 278% with no explanation
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Consumers warm up to streaming ads: Here’s what the numbers say
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Exclusive: Yelp partners with ChatGPT to surface reviews
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Trending Marketing Tools
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Goose Ads Remixer: scans top-performing ads in your niche and generates new variations using your logo, product images, and messaging in minutes.
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Spira for Product Hunt Makers: autonomous AI influencers that spot trending videos early, draft platform-ready clips, and publish across TikTok, Instagram, and X for you.
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Skills Marketplace by Databox: a curated hub of pre-built templates and integrations that let teams quickly connect data sources, build dashboards, and generate AI-driven insights without manual setup.
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PodcastorAI: converts scripts, links, PDFs, or audio into publish-ready video podcasts with customizable AI hosts, voices, and layouts, no cameras or editing required.
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VisibAI: monitors your business's presence in AI-generated answers across six platforms, then ranks specific technical and content fixes to boost visibility.
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CrawlRaven: combines Search Console, Analytics, and Ahrefs/Semrush data with a 200-point site crawl to produce one prioritized SEO action plan.
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