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TWITTER

It’s all about marketers

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Twitter wants to create their own version of the Clubhouse hallway.

The company has announced they’re testing a new tab on the homepage, which shows audio rooms (Spaces) currently taking place.

Hard to miss it: The tab will appear right in the middle of existing tabs, making it hard to ignore.

What this means for you: If you want to grow organically on Twitter, creating a Space might be one of the best ways to do it.

When you create a new Space, Twitter will highlight you in all of your followers’ stories tabs. They also do this for everyone who speaks on your stage.

The Crew’s take: If this new Spaces tab takes off, maybe Clubhouse will (finally) face some serious competition.


GOOGLE

Google’s finally caving

After years of stubbornness, Google is finally taking cryptocurrency seriously by putting some skin in the game. The company has updated its “Financial products and services policy”, allowing for crypto ads.

Eligibility: Not everyone will be able to run these ads. You’ll only get access if you target the United States. You will also need to:

  • Be registered with FinCEN as a Money Services Business and with at least one state as a money transmitter, or:
  • Be registered with a federal or a state chartered bank entity

In addition, you need to comply with relevant state and federal requirements. It goes without saying that the barrier to entry will be high.

High, but worth it: We know from experience, however, that if you manage to overcome those barriers, you will gain a significant competitive advantage over those who do not.


SPONSORED BY ZEYDOO

One million daily conversions?

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Yes, that’s how many conversions Zeydoo’s affiliates generate every day. One million conversions. Every day. This is possible because Zeydoo cherry-picks private offers from direct advertisers.

And you can make some affiliate moneyz with their mobile content offers.

Mobile subscription offers provide access to a service using mobile billing, whether it be games, utilities, streaming, and more. The advantage is that this is a tolerating vertical, meaning you can be more aggressive when running campaigns.

And depending on the conversion model, there are two types:

  • Billable: You get a conversion when the user pays the first subscription fee. They come with a higher payout.
  • Non-billable: The payout is lower here, but the conversion rate is higher because the offer owner pays you a conversion every time a user subscribes. Whether or not they pay or cancel the subscription fee.

Want to start generating conversions and get a higher rate from Zeydoo?

Then catch your bonus! Zeydoo is offering higher payouts to new affiliates using the code ZEYMOB.

Subscribe here using the code ZEYMOB.


ADVERTISING

How to know if your branded search campaigns are burning budget

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This isn’t the first time you’ve heard about this debate: Should you pause branded search campaigns? Would users convert if you didn’t target your brand’s keywords?

And this isn’t even the first time we’ve written about this topic. Like almost everything in marketing, the answer to this debate is to test it.

And this is where we’ll put our focus this time: How do you test it?

John Smith from Search Engine Land outlined a structure to test if your branded search campaign is profitable or burning your advertising budget.

And it begins with outlining the parameters of the test:

  • How long are you running this test? You should run the test for at least a few months.
  • What are you comparing and what are you measuring? You’re trying to answer two questions here: When we pause branded ad spend, how much does traffic to our organic listings change? And what’s the impact on topline revenue or leads?
  • What method will you use to analyze the results? John Smith discusses some of them in the post.
  • What attribution model will you use to measure paid search impact? There are different attribution methods you can opt for. Pick one, but stick to it.

The steps are outlined in the post, yet the main points are:

  • To run a proper test, you’ll need a test and a control. Instead of sorting groups at the user level, you can do so at the regional level.
  • Account for seasonal variations in the test.
  • Double, triple, and quadruple check measurement: Before starting the test, undertake a tracking audit of your website. If you can’t trust your website’s measurement, the test – and all other marketing efforts – are pointless.

The analysis part is probably the most technical. And you can find the whole test structure here.


ROUNDING UP THE STACK

GOOGLE: Google will no longer allow advertisers to get the device ID of someone who opted out from tracking.

FACEBOOK: Here’s an argument for why obsessing over Facebook audience overlap could be a waste of brain cells.

AMAZON: Tinuiti has some data on declining ad clicks from Amazon. Will e-commerce see a brief decline as retail storms back into business?

TWITTER: The social network just debuted its first subscription service named “Twitter Blue”.

TIKTOK: If you want to get on TikTok and are not aware of hashtag challenges, this is a must read.

APPLE: Are we about to see a new ad unit from Apple? There’ve been reports on the company testing a new video ad unit in Apple News.

ADVERTISING: Google has launched Manual Experiments for its Ad Manager.


BRAIN TEASER

A daredevil jumps from a 10-story building onto the street below. To the crowd’s surprise, he stands up without a scratch. How is this possible?

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.

SpaceX wants to launch rockets from the ocean

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Launching rockets from the ground is cool. You know what’s even cooler? Launching them from the ocean.

That’s what SpaceX plans to do starting next year. They purchased two rigs in order to do this, named Deimos and Phobos. In case you’re not an astronaut nerd, these are the two names of the moons of Mars.

Traveling between cities: Musk wants to also use these spaceports for traveling “conveniently” across the world, like from New York to Beijing within 30 minutes. But before traveling to the other side of the world becomes as convenient as traveling between towns nearby, Musk first wants to test orbital flights.

Will rockets become the next airplanes? Time will tell.

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