Begging

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GOOGLE

Google Ads has 4 new custom column metrics

Ask and you shall receive.

Two weeks ago, Google asked PPC marketers on Twitter what custom columns they wanted added. Following hundreds of helpful and not-so-helpful responses (there aren’t many places to vent at Google), the company has announced the addition of four new column metrics:

  • Search impression share
  • Click impression share
  • Display impression share
  • All phone call metrics

Not new, but hard to find: Impression shares are not new metrics, but they were a bit difficult to get a hold of.

The Crew’s take: If you’re a PPC marketer, you probably also go by another name: data addict. Fortunately, this addiction isn’t bad for your health. These custom column metrics should help you make better decisions faster.


FACEBOOK

Facebook: Here’s our most viewed content for Q1 2021

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A few days ago, Facebook published a report on the most viewed content on its platform in the second quarter of 2021. Following intense media pressure, the company has also released the report for Q1 2021. Thank you, journalists… we guess.

What we can learn from the report: Cute. Controversial. Stories. Content that makes you curious. These were some of the themes behind Facebook posts that received over 40 million individual views.

The most popular websites were the ones you’d expect: YouTube, TikTok, Amazon, and so on.

The most popular Facebook pages, on the other hand, were overwhelmingly those that shared viral content (The Dodo, LADBible and Unilad, among others).

Why we care: More engagement = lower Facebook ad costs. Going through this report and some of the most popular Facebook pages may give you some ideas for angles that will make your existing posts drive higher engagement among Facebook users.


SPONSORED BY FLIPPA

$220k in 8 days

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Yes, that’s not a typo in that headline. It was quick, it was seamless.

Charlie Rosenstein decided to sell his skincare store, Zone-365 Beauty. And 8 days later, he banked $220k.

You know what’s even more impressive? It was at twice the original asking price. He got more than he expected!

So, you’re probably wondering – how did he sell a business so fast, and for more than he asked?

On Flippa, the largest global marketplace dedicated to helping entrepreneurs sell and buy online businesses.

Flippa has the world’s largest buyer pool. Every day over 1K new buyers register and get matched to sellers. That’s why it’s so easy to sell and that’s why they sold more companies than all their competitors combined.

What made Zone-365 Beauty so valuable? Well, read the details of their business here.

How does your business compare? Find out how much your online business is worth for free!

The Flippa Valuation Tool uses sales data and their historical index in combination with your inputs to create an accurate valuation of your business.

Discover how much your business is worth, in just 3-minutes.


COPYWRITING

How to write an attention-sucking first sentence

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If you want readers to read your whole piece, you should treat your first sentence like a job interview.

The reader is the employer. And you are the candidate. Based on the first sentence the reader will judge if it’s worth moving on to round two, or kicking you out the front door.

Josh Spector has four tips on writing an attention-sucking first sentence.

+ Write an open loop: AKA a cliffhanger. Before a commercial break, TV shows open a loop to make sure you won’t change the channel. They know that once a loop is opened in your brain, you’ll be desperate to see the end result…and, therefore, keep watching.

Open loops are so powerful that they’ll catch the attention of people not even remotely interested in your content.

+ Mention what your audience wants: Make the reader know that they’re not wasting their time. And that you will help them get what they want. Or get it quicker.

+ Start in the middle: You don’t need to start at the beginning of the story.

Very often, movies start with a scene from the middle or the end of the story plot. Filmmakers know that the first scene’s role is hooking the audience. Hence, they optimize for that, not chronological order.

+ Set expectations: When you want the reader to take action, set a clear expectation in the first sentence. Don’t bury the call to action on the fourth page. Make the intended action clear from the beginning.

And if you’re trying to write introductions that make the reader feel forced to read more, a while ago we shared another post on writing powerful introductions.


ROUNDING UP THE STACK

E-COMMERCE: How does this brand get almost $10M yearly revenue in one of the most competitive spaces? Phone cases. Learn the secrets behind PEEL’s marketing in this 100+ page deep dive with an Insights subscription. You can look inside this deep dive for free here.*

SEO: You are not alone. Thousands of people have noticed that Google is increasingly showing titles other than your own in their search results.

PR: It’s not you. Here’s why getting press became more difficult: Demand > supply.

GOOGLE: “Discount and we’ll make you more visible.” Google seems to be pushing this message lately with their shopping and organic search updates. The most recent one makes discounted products stand out in search results.

TIKTOK: E-commerce on TikTok will more resemble its Chinese counterpart than Instagram, eConsultancy predicts.

ADVERTISING: ATT-lite. That is Google’s (likely) approach to privacy in the future.

BUSINESS: Farmers are going online. If you work in the food industry, take note.

E-COMMERCE: Google is testing a “similar products” carousel in search results for e-commerce products.

*This is a sponsored post.


BRAIN TEASER

Two fathers and two sons go fishing on a perfect day. Each of them catches one fish, and they decide to take them home to cook for dinner. So why do they only bring home 3 fishes?

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.

Businesses in the UK beg the government to release prisoners due to…labor shortages?

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You know you’re really facing a labor crisis when you beg your government to use prisoners as your employees.

This is what’s happening in the United Kingdom, where food companies have asked ministers to use inmates to fill vacant positions.

The reason for the shortage: Brexit. Also, who wants to work as a butcher these days when there is an opportunity to be TikTok famous?

How it’ll work: The companies are hoping to enroll more inmates via a scheme that allows the prisoners to undertake paid work on “day release.”

Some Brits have joked that this is the start of the powder gangs.

A spokesman for the Ministry of Justice, on the other hand, believes that “helping prisoners find jobs during their sentence and after release makes it much less likely that they will reoffend.”

We foresee that this could go one of two ways: One version is a win-win for everyone. The other version may start Bre-migration.

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