Instagram’s age-based targeting is about to get a whole lot better
Tell us your birthday or else…
That’s the message Instagram is sending with their latest announcement. It states that in order to continue using the app, every Instagram user must disclose their date of birth.
Not the first time: After Apple’s IDFA update, Facebook lost a slew of third-party data. Since then, they’ve been attempting to replace it with first-party data, such as asking users about their preferences within the app, cross-sharing data with WhatsApp, and now this.
The ask here is the same as with the WhatsApp update: Either give us the data we want or we’ll kick you out. It appears that Facebook is doing everything possible to avoid the slow growth that it predicted due Apple’s update in its quarterly earnings report.
What this means for you: For marketers like us, all of this is good news.
If this update goes as planned, you will be able to show your ads to a much larger and more relevant audience. If you sell makeup to seniors, your ads are less likely to be seen by teenage girls and vice versa.
With no IDs required as proof, let’s just hope those pesky teens don’t claim they’re as old as your grandma.
Google’s page title update is affecting far more sites than we thought. Here’s how
Meet Google’s new favorite tag: H1.
Mordy Oberstein from Semrush examined 2,000 URLs to determine how frequently and how exactly Google overwrites page titles.
- Google has reduced the use of HTML title tags by a whopping 77% on average.
- While doing that, Google replaced the title tag with the H1 tag 75 percent of the time.
Fibbing with statistics: Google claimed that even after the update, HTML title tags would still be used for 80% of queries. Looks like maybe the lie detector test determined that was a lie.
Barry Schwartz tried to get some context by asking Google about the use of title tags prior to the update. He has yet to receive a response.
What you can do in response to this update: Take a look at your Google Search Console.
If you notice a drop in CTR for specific pages, check to see if Google changed your page title. If they did, figure out where on your page they got it and make appropriate changes.
By the looks of it, it appears we’ll need to treat H1 tags the same way we treated title tags.
This tool brings your e-commerce business into a magical land
It’s an e-commerce fairy tale with a happy ending: 20x your sales.
The story is told by Drip, the e-commerce marketing platform.
The hero of the story is your business.
And the plot is super-duper-personalization.
Drip unleashes the power of your customer data, and creates multi-channel targeted campaigns to make them buy more.
If you know what your customers bought recently, Drip can predict what they will buy next.
Drip can also send emails, SMS texts, or launch social ads with personalized messaging featuring product suggestions that will resonate with past buyers the most..
It’s all automated: Once you set up your workflows in Drip, they’ll send automatically.
The Spice House, Lensabl, SomniShop, Saint Jane, and 27,000 other brands use Drip to 2X, 3X, and sometimes even 20X their sales.
12 advertising trends to watch in 2021
Each day there are new technological advancements to be aware of.
And with new technology comes new advertising trends and strategies.
If you don’t want to be left behind, Jigar Agrawal listed 12 PPC trends that grew this year. Here are some of them:
1. Google Responsive search ads. When creating responsive search ads (RSAs), you can upload up to 15 headlines and 4 descriptions. Google then runs a test to understand which combination works best and optimizes it for you.
RSAs help you save time and money in testing while also reaching more potential customers. This is why this is the biggest PPC trend of 2021.
2. PPC automation. This is also considered one of the bigger trends out there. And it will continue to assume a bigger and bigger role in aiding advertisers. To take advantage of this, you should:
- Ascertain the best bidding strategy for various objectives.
- Set bids to get whatever the number of transformations could reasonably be expected at a set objective CPA.
- Upgrade CPC by searching for ad bids that are bound to produce conversions.
- Stop low-performing ads and focus on the ones creating the best outcomes.
3. The disruption of third-party data, and the explosion of first-party data. We don’t have to reiterate the fate of cookies. The solution, however, is gathering first-party data since they allow for greater precision in targeting.
4. More targeted ad messaging. With somewhat screwy data on the rise, it’s more important now than ever for you to have a deep understanding of your audience.
The right message can bring your prospect closer to your product than targeting strategies.
5. Say your message out of loud. Here are some interesting stats about voice search that you should know:
- At least 50% of consumers will be using voice shopping by 2022.
- Voice Commerce sales will reach $40 billion by 2022.
- Voice-based ad revenues are expected to reach $19 billion by 2022.
Looking at these stats, considering voice search campaigns is only logical.
Did these trends inspire you? Here’s the whole list on the PPC Hero blog post.
E-COMMERCE: LadyBoss has done over $30M in yearly revenue – but that doesn’t mean they are perfect. This new deep dive, published on 1st September, will unveil how LadyBoss succeeds even though they have a high-friction purchasing process, messy design, and “tacky” branding. Read the free preview of the 100+ pages deep dive here.*
ADVERTISING: Want to produce a cool video ad? Soon you’ll be able to buy someone’s face and insert it into your film using deep-fake AI. This is really Black Mirror-esque…
CONTENT MARKETING: Will GPT-3 destroy the internet? This person thinks so.
MARKETING: Here are some interesting resources for coming up with a good value proposition or a tagline for your product.
ADVERTISING: Next time your friend says that advertising doesn’t work, send them this analysis. Money doesn’t lie.
*This is a sponsored post.
They have no flesh, no feathers, no scales, no bones. Yet, they have fingers and thumbs of their own. What are they?
You can find the solution here.
Cool tech, (funny) business, lifestyle and all the other things marketers like to chat about while sipping cocktails by the pool.
China: Stop playing video games so much
Another great day for the VPN industry.
China’s video game regulator said that the country would restrict youngsters’ gaming time.
How much exactly? 3 hours per week.
The reason: Unlike Apple’s, this one makes sense. The regulator is concerned about too many teenagers being addicted to gaming.
The Crew’s take: While we agree on the problem, we are unsure whether this is the best solution.
In any case, one thing is certain: there has never been a better time to be a VPN company.