Three new ways to get your product in front of Pinners
Normally three is a lucky number. Today we looked into it, and yep… it’s still lucky.
Pinterest has three new display options that could help you find your way onto Pinners’ screens more easily.
First the catalog: You can now connect your product feed with Pinterest to make your catalog discoverable and shoppable via Pins, ads, and videos.
You’ll also get a Shop tab on your profile so shoppers can easily buy your products. Nice.
Then the spotlight: Premiere Spotlight ads—which appear near the top of the Pinterest search page—are opening up to more brands. Apparently initial placement tests were a success.
And finally, the Shuffle: Pinterest’s stand-alone creative app Shuffle is popular among Gen Z users, and surprise surprise, the app is looking for a way to monetize.
Apparently users will be able to make collages out of product images they find on Pinterest. The app will then show details of the products displayed – including prices.
Why we care: If you use Pinterest for e-commerce, you just got two new ways to get your products in front of more users, which is always helpful.
And if you cater to younger audiences, the Shuffle app could prove to be a nice additional monetization tool, too.
MICROSOFT
So long, manual bidding
Hands? Who needs them?
Microsoft has decided that all campaigns on the Microsoft Audience Network will soon upgrade to Enhanced CPC (eCPC) – its fully automated bidding system.
Hands off: eCPC will automatically adjust your bids in real time to increase chances of conversions. Oh, and your average CPC won’t exceed whatever base bid you have in place.
And if that makes you nervous, Microsoft promised that eCPC uses many different search signals to optimize for best results, including search queries, bid modifiers, location, ad copy, and more.
Going, gone: Starting April 24, manual bidding won’t be available for new campaigns, and all existing image and feed campaigns on manual cost-per-click (CPC) will be upgraded to eCPC.
What you need to do: Nothing, actually. The upgrade doesn’t require any action on your part.
However, you can do a few things to set yourself up for optimal success:
- Conversion tracking. Make sure you have Universal Event Tracking (UET) tag on all pages on your website and all your conversion goals set up.
- Offline conversions. If you have them, upload them daily.
- Attribution model. Make it last-touch so you can optimize based on both view-through and click-based view conversions.
The transition should be complete by April 28.
Why we care: If you prefer the sense of control that comes with manual bidding, ditching it may feel awkward.
For better or worse, it looks like ad operations are moving towards full automatization. Hopefully that takes extra work off your hands and gets you more ROI. Guess we’ll see.
And speaking of automation…
SPONSORED BY IGNITION
No more “friendly reminders”
Tired of watching your accounts dip towards red while you chase down payments?
Join the Ignition team on Wednesday, March 29, for a free webinar on how to get paid on time, every time.
Industry experts Laurianne Lachapelle, Director at Code Marketing and Viraaj Solanki, President of Digital Tank Marketing Agency, will reveal how they used Ignition to streamline their billing and payment processes.
In this webinar, you’ll learn how Ignition can improve your cash flow while automating proposals, billing, and payment collection for good.
- The challenges agencies face in their billing and payments process.
- How Ignition can help automate proposals, billing and payments to eliminate A/R.
- First hand insights from expert panelists about their experience with Ignition.
Whether you need to optimize a digital, brand, or creative agency, this is a must-attend event
for owners and operators alike.
ADVERTISING
Watch out. You might be making this Meta Ads conversion rate mistake…
Imagine this: You’re analyzing website performance in Google Analytics when you notice a product landing page with a 10% conversion rate.
It’s the perfect blend of a good offer, a good product, and a smooth purchase flow. It’s a conversion machine…
The lightbulb moment: You know how to drive traffic with Meta Ads, so you assume that if you drive 100 users, around 10 will convert.
Which means for every 1000, 100 will convert. Right?
Cue to buzzer sound. Jon Loomer says that when you optimize a high-converting landing page for more traffic, you rarely get the same results.
Here’s why: According to Jon, optimizing for the greatest number of traffic at the lowest cost may earn you cheap clicks. But you’re forgetting a crucial participant – the algorithm.
While it’s safe to assume that if people click on your ad they’re interested in the product, not all clicks are created equal.
That amazing 10% conversion rate you’re seeing could be from organic traffic, or even email campaigns.
In other words, it’s not algorithmic.
The algorithm only cares about cheap clicks, no matter how quality they are. It could be cheap clicks, random clicks, even click fraud.
The solution: Don’t overcomplicate things. If you want to increase purchases, run a sales campaign that’s optimized for purchases.
That way, the algorithm won’t be happy unless users have made a purchase. Simple as.
Even if you can’t create a purchase goal, go back to your funnel and optimize for Initiate Checkout, or Add to Cart, etc. Go for the higher-intent audiences.
Remember: Clicks look great on the surface, but optimizing for clicks can be a massive waste of money, regardless of your landing page conversion rate.
Better to go after those purchases instead!
SPONSORED BY COHLEY
Master a creator-led strategy for TikTok with this free workshop—now live on YouTube!
“Make TikToks, not ads.”
That’s the advice from the top TikTok advertisers, and from TikTok itself.
So, how do you become the master at it? You don’t!
Instead, you master a creator-led strategy with this free training from Cohley.
- How to recruit creators, how to communicate, and how to pay them.
- Powerful TikTok tips forged from hundreds of successful campaigns.
- Best practices and creative requirements for organic and paid.
- Real examples from top brands.
Watch the free training on YouTube here.
THE CREW’S INSIGHTS
The hidden dangers of swipe files—and how to avoid them
It happens to all of us at some point.
You see ad copy that’s making bank for a competitor, so you copy/paste it, change a few words here and there, and wait for the conversions to roll in…
… Only they don’t. Instead your ad flops, and you have no idea why.
This is an easy mistake to make with copywriting swipe files. Too many copywriters fall into the “shiny object” trap, wasting the potential of swipe files—and hurting their copy as a result.
Here’s how to avoid hurting your copy with bad swipe files:
- Remember that you’re not the target audience. When you see copy that you like, consider who it was written for and whether it’d work for your audience. Because, in most cases, what you like isn’t always what your intended audience likes.
- Keep context in mind. Too many swipe files take copy completely out of context. And just because something works in one context, like a long-form sales email for an established brand, doesn’t mean it’ll work in another, like a short-form landing page for a startup.
- Don’t take inspiration from copy you wish you wrote. Take it from copy that made you buy. It’s easy to read a clever line and think, “woah, I wish I wrote this, it’s so good.” But that’s a mistake. Don’t fall for what’s clever—fall for what works.
Now, the question is… how should you use swipe files? Well, we teach you in our Copywriting Essentials course.
It’s packed with actionable advice and shows you how to write things that sell. Sign up for Stacked Marketer Pro for just $7 and improve your copywriting today.
ROUNDING UP THE STACK
E-COMMERCE: Which marketing channels are e-commerce brands choosing to invest in during economic uncertainty? Klaviyo put this question to 750+ marketing executives… and their answers can help you make profitable decisions for your own brand. Get the free marketing mix report.*
TWITTER: Out of the cage and under the cat. Someone leaked parts of Twitter’s source code online, revealing the platform’s internal workings to potential attackers, competitors, and devs who might “crack” how the feed algorithm works. Ouch.
TIKTOK: Can’t stop, won’t stop. TikTok released Branded Effects—a new feature allowing businesses to design custom effects and features for promotion purposes—despite the ongoing ban debate within the US government. Reminds us of the “this is fine” meme.
AI MARKETING: Uh-oh, AI image generators can now generate perfect hands, meaning one of the easiest lines for distinguishing “real” from AI art just got a lot blurrier. But hey, at least you can now generate perfect hand models for your brand.
TIKTOK: You won’t hear this at the Oscars, but Hollywood loves TikTok. A nationwide ban could affect the industry, not to mention aspiring creators who get their names in front of big studios by using the platform. So many implications…
*This is a sponsored post
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POOLSIDE CHAT
Cool tech, (funny) business, lifestyle and all the other things marketers like to chat about while sipping cocktails by the pool.
Who let the robot dogs out
… Onto the fashion runway?
Maybe spectators of Coperni’s 2023 Spring/Summer show came to see Bela Hadid, but it was the “pack” of strutting robot dogs that stole the show.
These robot canines weren’t only for display, either. They followed the model around, carried the designer bag, caressed her face – and even helped take her jacket off!
An interesting event, most definitely…
But we prefer the real doggos.