SOCIAL MEDIA
Twitter is testing new targeting options, Meta needs partners
Today’s social media news is all about high returns, either by leveraging high search intent, platform teamwork… or both.
So let’s jump in…
Hello, new targeting: Twitter is beta testing Search Keyword Ads, a new ad type you can use to place ads among specific search results.
For example, if a user searches for “pizza,” you’ll be able to get ads for your restaurant within that search results listing. Yummy.
Wait, that sounds familiar… Yep, Twitter already has a Keywords targeting option.
However, you can’t use it to target only Search results. The new ad format would, which could mean higher intent users.
Teamwork makes the ads work: Meta published a research paper on how agencies and brands can “drive synergy” to maximize search and social return on investment (ROI).
These are some of the key takeaways:
- The best performing ad campaigns had 100% overlap between search and social.
- For synergy to work, creative elements should work together. That means using the same creative ideas, messaging, etc., so shoppers can link campaigns across channels.
- Advertisers that spent at least 20% of their media budget on digital advertising drove higher synergy impact.
… And more.
Why we care: With Twitter’s new targeting option, you can hit your targeted audience right when they’re the hottest – similar to Google Ads. On paper, it sounds awesome.
Meanwhile, Meta’s report seems to indicate that the company knows it needs the help of other platforms to maximize ad returns for its users.
Worth a read, especially if you’re a full-stack marketing agency. Oh, and speaking of agencies…
META
Yay, you can now certify your brand or agency
Like badges? Then you’ll like this…
Meta is launching a Certified Company program that recognizes businesses with expertise in digital advertising.
Why the fuss: This is the first certification Meta plans to offer to entire organizations. We’re talking brands, businesses, and agencies instead of individuals only.
Companies will have to achieve “a threshold of individual Meta Blueprint certifications in specific focus areas,” of which there are five:
- Meta Media, Certified Company.
- Meta Marketing Science, Certified Company.
- Meta Creative Strategy, Certified Company.
- Meta Community Management, Certified Company.
- Meta Spark, Certified Company.
Who can apply? Any company or agency, as long as employees have individual Meta certifications.
You can check the eligibility requirements here to see what it takes to have your company certified.
Why we care: By obtaining Meta certification at an agency level, you’ll show that you’re leading a team of certified Meta experts.
… Which could help you get clients, ask for higher retainers, and improve your overall branding. If your organization is available for the certification, might as well grab one.
SPONSORED BY STACKED MARKETER PRO
Millennials are cutting spending in a lot of areas… but not this one
Between dog food, vet care, pet insurance, and other costs, owning a pooch can take a bite out of your purse.
But can you really put a price on the well-being that comes with your fur baby?
Apparently not… because millennials continue to spend money on their pets despite “petflation.”
There’s never been a better time to launch or grow a pet care service.
“A Marketer’s Deep Dive Into The Pet Industry” will get you up to speed on the latest consumer and marketing trends in the pet industry… fast.
You’ll find:
- Campaign examples of every stage of the sales funnel.
- The fundamental elements of pet industry email flows—and why they work.
- Actionable insights from paid social media.
… And plenty more marketing inspiration and data-backed trends you can swipe and use in your own or client’s pet business.
Unlock this priceless market data – and 23+ other reports – for only $7.
ARTIFICIAL INTELLIGENCE
Proof that you shouldn’t trust ChatGPT
No, this is not discrediting ChatGPT in any way.
It is an extremely powerful tool, certainly.
But Miriam Elis conducted a little test to see whether ChatGPT could replace a human local SEO consultant, and… well, the AI provided misleading SEO guidance at best.
Here are some of the “answers” it gave…
Error #1 – Yes, you can create a Google Business Profile for a virtual office. ChatGPT’s positive answer is completely wrong. Google’s guidelines explicitly forbid the creation of listings for virtual offices.
Error #2 – Yes, you can ask Yelp customers to leave reviews. Once again, this is wrong. Yelp prohibits you from asking customers to leave reviews because it would skew the system.
Error #3 – Geotagging images help you rank better. As Miriam points out, this is a local SEO myth that “marketers have to keep refuting” because it continues to survive on the interwebs.
Error #4 – Adding suite numbers will help differentiate co-located businesses. As you would guess, this is another confirmed myth. Google ignores suite numbers.
Error #5 – ChatGPT gave completely wrong instructions. In a final experiment, Miriam asked ChatGPT to write instructions to create a Business Profile for her lead gen business.
First, Google says lead generation companies are ineligible for business profiles. ChatGPT ignored this.
And in the resulting instructions, the bot failed to acknowledge that you can’t create profiles for business without physical locations, either.
Yet ChatGPT gave instructions for the exact thing that you can’t do.
So, does it mean you shouldn’t use ChatGPT? Nope, quite the opposite. You just shouldn’t mistake it for a search engine or a viable source of information.
Plus, there’s a reason why Google is already planning an alternative that will cite sources, among other things.
Who knows, maybe we will have a viable AI local SEO consultant in the future…
SPONSORED BY IMPACT.COM
How much influencers really cost per post in 2023
Guess who convinces people to smash the “buy now” button, even during an economic downturn?
Yep: influencers.
If you’re working with them, how do you know if you’re paying them fairly? You have to consider following, content types, social media platforms, and engagement… which is a lot.
Luckily, impact.com made it easy for you by breaking down what to pay influencers per post, channel, and more.
THE CREW’S INSIGHTS
Why you should use cost caps to manage your Facebook Ads budget
We all know how exhausting having to control your Facebook advertising budget is.
Afterall, costs are rising and you need to make sure you stay profitable.
… Which is where cost caps come in handy.
If you’re looking for more ways to optimize your ads account, it might be time to update your bid strategy.
Here’s what you need to know about Cost per result (the new name for Facebook’s cost cap):
What it is: Cost caps allow you to set a maximum cost per acquisition (CPA) for a single purchase.
If you set your cap at $25, then the average CPA won’t exceed $25.
When to use it: When you want to control your ad spend and make sure that your CPAs stay profitable.
It’s best to use cost caps if your product’s costs tend to fluctuate around the same CPA, and if you already have an idea of what your average CPA is.
What not to do: Set a Cost per result with a new Facebook Ads account. Big no no.
You need past data to accurately set a cost cap that makes sense for your brand, and that means knowing what your brand’s average CPA is.
With that all being said, let’s not forget that creative is still the biggest lever of your Facebook Ads. Setting a cost cap alone will not improve the performance of your ad creatives.
Happy budget planning!
ROUNDING UP THE STACK
RETENTION SOLUTIONS: 7 out of 10 customers are likely to abandon cart. But the good news? Retention.com can grow online abandonment revenue by 5–10x. Ask Tonal, which 10x’d their list. If you want to reclaim lost revenue and get proven ROI in less than a day, schedule a free demo.*
MICROSOFT: Ouch. Less than a week after massive layoffs, Microsoft reported its slowest growth in six years, earning $52.7B this quarter – a 2% rise from a year ago. There’s some good news, though – advertising and LinkedIn revenue went up by 10%.
SEO: If you thought Google’s product reviews and Helpful content updates did you dirty, remember it could be worse. This list shows the domains that lost the most SEO visibility during last year. Spoiler alert – your domain probably isn’t on it. Yay!
INSTAGRAM: Can’t decide between your profile picture and your avatar? Well, now you don’t have to. Instagram released a feature that allows your profile visitors to flip between the two. A fun addition for content creators to play around with.
*This is a sponsored post
BRAIN TEASER
I went into the woods and got it. I sat down to seek it. I brought it home with me because I couldn’t find it.
What is it?
You can find the answer here.
POOLSIDE CHAT
Cool tech, (funny) business, lifestyle and all the other things marketers like to chat about while sipping cocktails by the pool.
For all the marathon lovers out there
Feeling like your local marathon is losing that “spark”? Not giving you that rush it once did?
Well, you might want to grab your racing shoes, buy plane tickets, and challenge yourself to experience some of the most unique marathons you’ll ever read about.
Let us know if the following foot races sound tempting:
- The one in Bordeaux, France, where you can treat yourself with fine wine and oysters along the way.
- The one in Athens, Greece that allows you to follow along the footsteps of the famed messenger Pheidippides – the one that started it all. Or…
- The Great Wall marathon, where you can… well, the name gives it away.
… Wait until you hear the rest.
Could be a great team building idea. Just make sure your colleagues agree…