Christmas shopping

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GOOGLE

Cookieless world is approaching, link spam is going away

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Another week day, another massive news drop from Google.

Prepare for the post-cookie world: It’s coming and there’s nothing we can do except embrace it. Google knows this, and is urging users to try its post-cookie solutions.

The company announced they’ll deprecate support for third-party cookies in 2024, saying 2023 will be “a crucial year to prepare for the cookieless world.”

Their new guide explains:

  • How first-party data, contextual signals, and privacy-first APIs like Topics API, FLEDGE API, and Attribution Reporting API can replace third-party cookies.
  • How the above ad tech will still provide interest-based advertising.
  • How machine learning can boost performance using privacy-preserving signals.

Sounds like an exciting year for Google Ads is coming, huh?

Send the spam police: Google announced they’ll be using SpamBrain—an AI spam prevention system—to “neutralize the impact of unnatural links on search results.”

The 2022 link spam update will roll out in the coming weeks and can detect and flag both sites that buy links and sites that are used for passing outgoing links. Uh-oh.

… and now, another SEO feature: Say hello to the Google Search Status Dashboard. It will display the current status of the systems that impact search, like crawling, indexing, and serving.

The dashboard will report on any widespread issues that occurred in the previous week, helping you better understand anomalies that may affect websites. Nice!

Why we care: It feels weird, but it looks like it’s about time to start preparing for the cookieless world. Google’s latest guide might be of help. Worth taking a look, at least.


TIKTOK

Record breaking Christmas shopping

It’s the most wonderful time of the year. Maybe even for retailers…

More than 158M shoppers are expected to spend money this Super Saturday. The National Retail Federation (NRF) expects the frenzy to last until the weekend after Christmas.

Jingle bells, time to sell: If the forecasts are accurate, this will be the largest number of shoppers since NRF started measuring.

Here are some other interesting findings:

  • Shoppers said they’ve completed only half of their holiday shopping and are planning to finish up online (47%), in stores (37%), and in clothing stores specifically (27%).
  • Top gifts include clothing (50%), toys (34%), gift cards (28%), and books (26%).
  • Gifting experiences such as concerts, gym memberships, or classes, are up 23% from last year. 28% of shoppers are planning to give just that: experiences.

The report also expects consumers will take advantage of holiday sales and promotions during the week following Christmas day.

Why we care: We’re close to the year’s finish line, and it’s time to give it all. It’s encouraging to see shoppers are planning to spend… and it probably means smart campaigns and good offers may see wins.


SPONSORED BY TAPOINT

SMS texts get a 30% CTR on average. But this is even better!

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You must be well aware of the crazy numbers that SMS campaigns get like 98% open rate and click-through (CTR) rates between 20 and 35%… right?

You can do better!

How?

MMS.

Our brain processes images 60,000x faster than text. And MMS allows you to showcase your products in a much better way.

TapOnIt gives you everything you need to deliver and profit from outstanding text campaigns.

  • Send multiple images in a single text for a higher CTR.
  • Multiple user-friendly ways to grow a compliant database of customers.
  • Compliance language gets automatically appended.
  • Sending a text campaign takes less time than sending an email.

Sending multi-image text campaigns through TapOnIt’s platform, retailer nora fleming has had click-through rates over 92% on their campaigns.

Try TapOnIt free for 60 days with code STACKED60.


E-COMMERCE

7 insanely easy ways to increase your store’s average order value

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Tips on e-commerce sales can often be vague, and even difficult to implement.

Sometimes, all you need are simple tweaks to your online store to gain a significant boost in sales and grow your brand further.

Ryan Mckenzie recently shared—in his words—”stupid simple ways” to make more money from your e-commerce store.

See how many of these you can implement…

#1 Include a buy one, get one free offer – Offer a small, free, or heavily discounted item when a customer buys a high-value product from your store.

#2 Bundle up – You can offer combos and bundles in various creative ways, increasing your average order value (AOV) while also targeting different audiences.

#3 Discount higher price items – From time to time, make your premium products more accessible. It will incentivize your customers to make the jump.

#4 Leverage one-click upsells – Test pre-cart upsells and order bumps on your most popular or related products to squeeze every last drop of revenue from one purchase.

#5 Display high margin products – Naturally, these are the ones that make you the most money, so make sure you showcase them to increase your AOV.

#6 Include free shipping above $X – Is there anything customers love more than free shipping?

Determine a price where covering shipping costs is still significantly profitable, and use it as a free shipping benchmark.

#7 Leverage cross-selling – Similar to upselling, you should use cross-selling to suggest complementary products and “frequently bought together” – yep, just like Amazon.

That’s all. Short, sweet, simple. These tips won’t hurt your store, and they can significantly improve your AOV and help you scale.

So if you haven’t implemented some of the above – it’s time for action.


SPONSORED BY PANDA COPY

How to give your web copy a complete makeover in 2–3 days without interviewing a single copywriter

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Just like home design, web content can look dated if you’re not paying attention.

Maybe your website, landing pages, and ads desperately need makeovers with fresh, sticky copy. The problem is, who’s got time to find and vet a freelancer?

Relax and let Pandy Copy take you from “Before” to “After.” Right now, they’re offering seven days of unlimited kick-ass copy from vetted writers — for just $49!

Here’s a short demo of how it works.


THE CREW’S INSIGHTS

Why building in public might be your worst idea yet

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Ever thought about building in public?

We talked about the pros in yesterday’s newsletter. Now let’s cover the cons.

Building in public can feel like the moments leading up to a first date, or a bungee jump into a 300-foot canyon. It’s exciting—and more than a little scary.

We know, because we’ve been there: We built Stacked Marketer in public, sharing everything from numbers to internal systems.

Here’s why you might hate building in public, based on our experience:

  • Being transparent means being vulnerable, and you might not like that. Under the veneer of every company, there are mistakes and inefficiencies and insecurities. Building in public exposes some of those. If your product needs to be perfect to sell—like, say, a medical product—then building in public might be detrimental.
  • People might not care. Depending on what your product is, there’s a chance people just don’t care about hearing your learned experience. Evaluate whether there’s an audience for your insights.
  • It could give your competition good ideas. While it’s true that obsessing about competition isn’t usually productive, it’s also true that revealing your strategies in public might give your competitors insight into why and how you’re doing so well. Choose what you share carefully.
  • You could get lots of unwanted criticism. If you can’t take the heat, don’t give people the opportunity to dish it. There have been plenty of times when founders on Twitter have been dragged over the coals for controversial insights about their business. Decide if you want that to be you.

Regardless of what you decide to do, we wish you happy building, publicly, privately, or otherwise.


ROUNDING UP THE STACK

MARKETING INSIGHTS: You build effective marketing on science, not opinions. But who has time to study 20+ page research papers? Ariyh turns science into practical insights to improve your marketing. Join 15,000+ marketers and get a new insight every week, for free.*

APPLE: Finally, the new iOS version will bring an update that could benefit its users. Apple is about to allow third-party app stores on their platform for the first time – a win for developers. Will Apple also allow ads on these stores? We’ll see…

ADVERTISING: Get Twitter Blue… or get tracked? New reports claim Musk will try to force users to accept personalized advertising unless they pay for a subscription that includes an opt-out from ads. That’s good news for advertising… bad for user privacy.

TWITTER: It’s curtains for Revue, the newsletter platform Twitter acquired in 2021. Users have until January 18 to retrieve their data and look for a new platform before it all gets deleted.

GOOGLE: Heads up… Google introduced a status called “Linked account suspension,” meaning a suspended Google Ads account is linked to your Merchant Center account. So you’ll need to sort out your Ads account before Merchant Center suspension can be reviewed. Ugh.

*This is a sponsored post


BRAIN TEASER

They come out at night without being called, and are lost in the day without being stolen.

What are they?

You can find the answer here.


POOLSIDE CHAT

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

Don’t touch the walrus

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You gotta obey the law.

And if that means not disturbing a walrus while it’s chilling on a UK beach, so be it!

The walrus in question is named Thor. It was first sighted in the Netherlands, where it decided to “recharge its batteries” on the Hampshire coast.

Residents were in awe of the majestic beast. But luckily for Thor, “walruses are protected from disturbance under the UK law.”

The UK government urged people to be respectful of Thor’s personal space by giving him a “very wide berth” and not making loud noises around it.

Being a walrus doesn’t seem so bad at all…

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