Aerohaptics

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ADVERTISING

Shopify sellers can soon run ads on Roku

When a new acquisition channel opens up for e-commerce sellers, we’re the first ones to notice (and that means you’re among the first to find out).

The channel: TV streaming. More specifically, Roku, which announced a Shopify app that will allow “Shopify merchants of any size” to easily build, buy and measure TV streaming ad campaigns.

If you haven’t heard of Roku, you’ve probably been living under a rock (or outside the US/Canada). Roku has a 37% market share in the US and 31% in Canada. That translates to over 50 million accounts.

TV streamers buy products: A recent Roku and Harris Poll survey found that 49% of respondents had seen an ad on their TV streaming device that made them pause the TV and shop online for the product. Try beating that, Facebook.

The launch plan: Roku said they plan to release their Shopify app before the start of the holiday season (you can request beta access here).

The Crew’s take: The phrase that made us go from “meh” to “woah” was “merchants of any size”. Big streaming TV players like Amazon, for example, require a minimum monthly spend of $15k to get started. If Roku changes this, it could usher in a new era of Streaming TV ads for us mere mortals.


E-COMMERCE

Mayday: You may soon have to increase your shipping prices thanks to Fedex and UPS

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Never let a good crisis go to waste.

FedEx announced on Monday that they will be raising shipping rates by an average of 5.9 percent next year. UPS will also follow suit and announce a price increase “in the coming week”, according to the Wall Street Journal. (Go ahead and cue the apocalyptic memes.)

The reason for the price increase: It depends on who you ask. For Fedex, it’s the “challenging operating environment”. For Trevor Outman, co-chief executive of Shipware, carriers do this because they can.

“The carriers are incredibly bullish and confident that they are holding all the cards and that they have the leverage to squeeze more margin out of their customers than ever before,” said Outman.

The reason for the confidence: the pandemic and an increase in shipping demand as a result of people staying and working from home.

What you can do about this: If you sell online, you may have to raise your shipping prices or provide alternatives to expedited shipping.

Another option is to use a regional carrier such as Lone Star Overnight, Lasership, or OnTrac. The issue with them is a lack of national coverage.

Hey, we didn’t say it’d be a perfect solution.


SPONSORED BY SAILTHRU

Hardworking marketer vs smart marketer – Where do you stand?

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Selling online is getting tougher. Today’s marketers are feeling more pressure than ever to perform. So, how do you achieve the same results you have for years without all the extra work and stress?

Two words: data and automation.

In fact, the power of this combo can help you save time, achieve your goals, and:

  • Identify future marketing trends and predictions
  • Build a data-driven digital marketing strategy
  • Elevate your engagement through advanced martech capabilities
  • Accelerate your workflows and processes

You can be a hard-working marketer. But being a smart marketer is better. And more profitable.

So, start working smarter instead of harder.


FROM THE CREW

Let’s figure out the impact of iOS 14 on Facebook Ads, and get a free deep dive

That industry-changing update from Apple has been rolled out for a few months now.

Word on the social media streets is that the impact was rather negative…which is what most people predicted. But we want to find out just how negative, and that’s where you come in.

Fill in this 30s survey and we’ll publish the results.

We’ll also make it worth your time. Reply with a screenshot of the confirmation page of the survey and we will send you an awesome 100+ page deep dive on Snow, an oral care company.

This deep dive includes Snow’s Facebook Ads and email campaigns from Q4 2020, right in time for you to get some inspiration for Q4 2021.

You can answer the survey right here.


ADVERTISING

Proven PPC strategies that may be wasting your budget

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All that glitters ain’t gold.

Tim Jensen dissected 8 PPC strategies that are often praised as “best practices,” but that may not always be your best options.

Let’s go straight into this Search Engine Journal post so you don’t keep burning your precious ad dollars on them.

1) Relying on broad match: When using this option, Google and Microsoft often match to unrelated keywords.

When to rely on broad match:

  • When combined with RSLA (Remarketing Lists for Search Ads) since you know you’re targeting audiences who expressed an interest.
  • When you’ve maxed out your reach with phrases and exact keywords, you can test broad matching to find new search queries.

2) Auto-accepting Google’s suggestions: Lately Google has released an option that lets advertisers auto-accept all the platform’s suggestions. But you could run into hundreds of keywords being added or ads being created that you didn’t write.

So, while some recommendations can be helpful, you better take some time to review suggestions before blindly implementing them.

3) Including a specific number of keywords per ad group: There isn’t a one size fits all solution. And when deciding how many keywords to include in each ad group, you should consider the following factors:

  • Data significance: Include enough keywords to generate a significant amount of clicks, impressions, and conversions to make optimization decisions.
  • Intent: Group keywords by the intent they target. You can’t put top-of-funnel and bottom-of-funnel keywords in the same ad group.
  • Close variant: Since close variant is on the rise, separating keywords with the same meaning but different wording isn’t effective.

4) Diversifying into every channel: Diversification is a big word in advertising circles nowadays.

However, before doing that, you should ask yourself the following question:

“Am I investing extra budget into a new channel? Or am I pulling budget from a channel that is already working?”

Now you know why some best practices can really just be hogwash. And here you will find more of them.

However, just as you wouldn’t take what your mom said when you were a teenager as holy testament (mainly because you were hormonal and stubborn), you also shouldn’t take everything said here as absolute law.

Before acting, think. And before jumping into the lake, test the water with one foot…in fact, just start with your big toe.


ROUNDING UP THE STACK

E-COMMERCE: Chase Dimond, Robert Allen, and Amanda Gambill have been working hard to bring together 50+ of the world class marketers to share all their best secrets for dominating Black Friday… It’s called The Black Friday Summit, a 100% virtual, 100% live and 100% free event. Grab your spot.*

PINTEREST: They like to brag. 80 percent of the trends in the Pinterest Predicts report came true, according to the company.

SOCIAL MEDIA: Where do people go to get their news? The Pew Research Center conducted a recent survey to find out.

AMAZON: You’re not alone if Amazon search results increasingly remind you of Google search results (where everything above the fold is ads).

ADVERTISING: If you’re targeting gamers, here’s one ad format to consider: audio ads.

TIKTOK: Here’s what’s in store for TikTok’s World business showcase event.

GOOGLE: Google will temporarily halt new certification applications for Daily Fantasy Sports providers in Colorado.

*This is a sponsored post.


BRAIN TEASER

I am not alive, but I grow. I don’t have lungs, but I need air. I don’t have a mouth, but water kills me. What am I?

You can find the solution here.


POOLSIDE CHAT

Cool tech, (funny) business, lifestyle and all the other things marketers like to chat about while sipping cocktails by the pool.

Holograms that you can touch

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Augmented reality has just gotten a heck of a lot weirder.

Scientists at the University of Glasgow have created a hologram system that can not only be seen and heard, but also touched. The system employs air jets known as “aerohaptics” (try to say that after a few drinks) to simulate the sensation of touch.

According to Ravinder Daahiya, a researcher on this project, you can feel people’s wrists, hands, and fingers by using the wonders of aerohaptics (figured how to pronounce it yet?).

Unlike other forms of touch technology, this one does not require smart gloves or a handheld controller. The only thing you need to feel the magic is your own hands.

This, like any other bleeding-edge technology, will be limited at first. But we can tell you now, things will get crazy if it goes mainstream. You’ll be able to “shake” with a colleague thousands of miles away, as well as feel the touch of zombies in your favorite RPG games.

And if the feeling of the living dead tearing you to pieces makes you overly stressed, your hologram psychologist will be there to hold your hand.

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