Craft bizarre ads that perform 10x better than the average. 3 marketers join a workshop, what happens next will shock you. Similar Looks format launched on Google: Are these ads or organic listings?

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GOOGLE

This is how Google is trying to help you and your business post-COVID-19

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These three updates, while far from the only things Google is doing, are the most relevant for you if your business has any presence on Google…

  • Your Business Profile can now include a link to get support in the form of gift cards and donations from your customers. Especially useful for small, local businesses heavily affected by lockdown measures! This is available in the US, UK, Canada, Ireland, Australia and New Zealand for now.
  • Google updated their Google Hotel Ads Commission Ads, aka Pay Per Stay. It’s now open for global participation by Hotel Ads partners. Using this bidding model, the algorithm will optimize for the value of bookings and the advertiser pays a percentage of the total booking as commission.
  • Last but not least, Brian Freiesleben found what might be a new ad type or experiment Google is doing where it presents a “Similar looks” category when you search for clothing.

Okay, the last one isn’t really related to the pandemic but the first two are definitely relevant. Hotels should definitely start preparing their campaigns for the gradual reopenings happening all over the world!


SEO

Get in before 404

You might know about the different ways to find 404 errors such as Search Console, crawlers, third-party tools. However, these don’t tell you about external sources linking to your website with the wrong URL. So we’re going to try and help you with that, thanks to this SEL article.

We bring you seven actionable steps to quickly identify low-hanging fruits and recover some traffic from those 404 pages.

  • Go to any 404 page and check its title tag for words like ‘404’, ‘Page Not Found’ etc.
  • Log in to Google Analytics and navigate to Behavior > Site Content > All Pages. Choose ‘Page Title’ as a Primary Dimension and the report will show you the title tags of all the pages users have visited on the website.
  • Search for the title of the 404 page you found in the first step. Once you’ve found the title tag, look for ‘404’ in the search bar. This will show you the error pages that users landed on.
  • Click on the “found title tags” to explore all the URLs that return a 404 status code.
  • Add a secondary dimension to see the Source and Medium of the visits. This will show you exactly where the traffic that landed on these error pages came from.
  • Export the list of Pages and Sources. Use this to sort your list according to 404 pages with the most visitors so you can prioritize.
  • Fix the errors. Here you have two options:
  1. Fix the initial link if you have control over it.
  2. Redirect the URL returning 404 to the one returning 200.

Sorted!


SPONSORED BY OUTBRAIN

📺 Last Chance: These three marketers spill the beans on what ads and products work on native right now

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Join Outbrain and three native ads experts as they take us through the final session on how to manage affiliate ads for maximum performance, during and post-COVID-19.

No topic is left untouched in this session! You will get the chance to:

  • Uncover what are the best-performing offers on native now.
  • Go behind-the-scenes on how top native experts think of campaigns, from creatives to landers and beyond.
  • Receive a $150 bonus if you’re new to native ads.
  • Take advantage of the open discussion — live Q&A.

Grab your free spot for this session right here.

Speakers:

  • Amy Cheung aka vortex, Senior Moderator, STM Forum, who wrote some of the most popular guides for affiliates in the past years.
  • Josh Keller, Co-Founder, Union Square Media, with over 16 years of industry experience and 8 successful businesses under his belt.
  • Ervin Hoxha, Co-Founder, TheOptimizer.io, who created one of the most popular auto-optimization tools for native.
  • Lauren Pica, Head of Marketing, Outbrain, who will moderate the panel and make sure no info is left out.

When is this happening? May 20, 11am EST.

Save your free spot for the third and final session of the workshop series here.

PS: Wanna have a look at the replays? Scroll down on the page here.


FACEBOOK

Make it bizarre

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Coming up with high ROAS creatives can be hard. However, according to the Ads Alchemist, there’s one element that can help you find those gems and it’s… Bizarre!

What does he mean by bizarre? The pic should give you an idea. In his test – the one on the left performed 10x better than the other.

Here are some points to look at:

  • These types of ads are the most effective at grabbing users’ attention without overstepping FB’s policies.
  • Do not confuse bizarre with gory, disgusting or overwhelming.
  • If you’re going to test this, you’ll probably have your ads disapproved every now and then. But to find the best creatives you gotta find the line in the sand. What’s the limit before FB shuts them down?
  • Once you find that fine line, you’ll be able to use it to your advantage.
  • This framework does not apply to every business.

How many ad sets for low budget campaigns?

Too many ad sets mean you don’t gather enough data to optimize and exit the learning phase. But what’s the sweet spot?

Here you can use the ad sets calculator shared by Savannah Sanchez. You input your average ROAS, AOV, budget and other info and it tells you how many ad sets you should run. Get it here.

Speaking of low budgets…

Here Gil David shared a lesson he learned through experience that all agencies should be aware of:

“Even with smaller clients, have some kind of review clause in the agreement for hitting certain spend/revenue levels even if it seems totally unrealistic at the time.” 

You can read about the experience he had with a client that led him to this conclusion.


ROUNING UP THE STACK

  • SEO: Leon Sheed shared a strategy he uses to leverage Google’s GMB Performance Metrics to create interest and pitch his RnR Leads & SEO Services.
  • E-COMMERCE: Presenting you with Shopify’s Size.link, a tool that allows your customers to better understand the size of a product by using their smartphone camera and Augmented Reality.
  • PRIVACY: A critical vulnerability in Google Site Kit might allow bad actors to modify your sitemaps, remove pages from SERPs and facilitate black hat SEO campaigns.
  • BUSINESS: A case study about Zapier and how it grew to $50M ARR working remotely.
  • CHROME: Starting next week, Google Chrome will let you group and label all your tabs.

BRAIN TEASER

What’s stronger than a boulder, but weaker than a flying insect?

You can find the solution here.


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POOLSIDE CHAT

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

The supermassive black hole that sparkles…

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While there are plenty of weird things happening on this blue dot we call home this year, there’s been some unexplained activity in other parts of our galaxy too.

Sagittarius A*, the black hole at the center of our galaxy has been sparkling

Tuan Do, an astronomer from UCLA, and his colleagues saw the black hole suddenly become 75 times brighter than usual. In the 20 years that this black hole has been monitored, it’s only ever got half as bright as this new maximum.

There are a few possibilities that Tuan and his colleagues are looking into, so we’ll get our explanation in the end.

Whether this will end up being a boring explanation or an unprecedented new discovery, only time will well!


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