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GOOGLE

How will Google attribute conversions in a privacy-focused world?

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GDPR. Consent. iOS 14.5.

How does Google intend to “future proof” ads measurement in an increasingly post-privacy world?

The are two main approaches that the company recently outlined in a blog post: Enhanced conversions and conversion modeling using machine learning.

How well they work: According to Google, conversion modeling recovers more than 70% of ad-click-to-conversion journeys. Enhanced conversions rely on first-party, consent data.

The Crew’s Take: The ad tracking world is changing quickly, especially since Apple’s and the EU’s privacy updates. To stay relevant, we believe it is a good idea to spend a week or two becoming familiar with these new attribution concepts and how to apply them.

After all, you can’t improve what you don’t measure.


CONTENT MARKETING

Live audio battles: Clubhouse vs. Discord

There are two major pieces of news in the live audio space today:

Is Twitter next? After announcing that Spaces is available to everyone with over 600 followers, Twitter plans to make their live audio rooms more discoverable. We don’t know exactly when, though.

Facebook’s status: The social media platform is testing live audio rooms with Taiwanese public figures.

We’ll keep you posted on developments in the space. One thing is certain: Live audio is here to stay.


SPONSORED BY VERIZON MEDIA

4 tips to shorten the path to purchase

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With in person retail curtailed and the reach of in store marketing channels limited, e-commerce has taken centre stage as the critical component of many brands revenue strategies. As consumers continue to shop online into 2021, advertisers must be helpful, captivating, and ready to provide instant value.

This guide will help you cut through the clutter and shorten the path to purchase.

You can download it for free here to find insights such as:

  • How to stand out in the overwhelming volume of content online and create experiences that compel audiences to explore more.
  • How to integrate storytelling in your armory
  • How to use ad tech to be smarter about personalization
  • How to make your creative unmissable

Learn to cut through the digital clutter with this free guide.


FROM THE CREW

Were you there?

We held our first-ever live public call yesterday. To those of you who joined, thank you. And to those of you who didn’t, we recorded the call and you can check it out here.

We talked things like:

  • Growing newsletters and what to look for.
  • Advertising in newsletters and podcasts.
  • Memes.

And plenty more. If you’re interested, watch the recording here.


MARKETING

Why you should lower the ROAS of your top of funnel campaigns

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When you run top-of-funnel campaigns, you want to make sure that you’re truly reaching new audiences: People that have never interacted with or heard about your brand.

But there’s a problem: Facebook will find the person most likely to convert. It’s their job. However, more often than not, this person might have already interacted with your brand. Or still worse, they may have purchased your products.

So while you think you’re targeting cold prospects, you actually may not be.

The solution: Jaime O’Connor ran an experiment to address this problem, and shared it in the Facebook Ads Experts Academy group.

Most marketers try to fix this issue by excluding purchasers. But this might not be enough.

One year and a half ago, Jaime moved away from only excluding 90-day Purchasers, and started excluding all 30-day warm audiences.

How they run the experiment: Their client has hundreds of different SKUs, hence they rarely had any uniform cart value. This made it easy to match purchase conversion value to actual purchases on their Shopify store.

Jaime A/B tested 5 different audiences, running everything the same except exclusions over a 4 week period. Then, they matched purchases on the site based on conversion value and looked at order history to see if they were a new customer or a previous customer.

The results? When excluding 90-day buyers, there was still 60% of purchases from previous customers. But excluding all 30-day warm audiences brought all sales from new buyers.

In the second group, the ROAS was obviously lower, because they were reaching ice-cold prospects. But if your goal is expanding to new audiences, then you should opt for the latter.

And as Jamie says, excluding warm audiences is even more important today with the changes in iOS tracking as your Pixel audiences may be less effective.


ROUNDING UP THE STACK

ADVERTISING: If you’re in the experimental medicine field, there’s definitely one channel you cannot use, and that’s Google Ads.

CONTENT MARKETING: Is this the future of content marketing? The Financial Times shared a fascinating, interactive article.

REDDIT: The social media network just created an in-house creative agency with a pretty creative name, KarmaLab.

YOUTUBE: Wanna show a segment of a YouTube video to someone? YouTube expanded that feature to plenty more channels.

SEO: Another Friday, another Google myth debunked. Moving navigation from top to bottom won’t get you penalized.


BRAIN TEASER

There’s an airplane with 100 seats. The first passenger, Thomas, lost his ticket. Thomas chooses a seat at random. After him, every other passenger takes their assigned seat. If it’s unavailable, they are also forced to pick a random seat. What is the probability that the last passenger will end up sitting in their assigned seat?

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.

Turns out, you can sell anything on TikTok

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Mackenzie Newcomb, a woman from NYC, is selling her wedding on TikTok to interested couples.The cost? A mere $15,000.

What that actually means: Due to the pandemic, Mackenzie changed up her wedding plans and had a smaller, intimate wedding. So, she’s now selling her fully-planned big wedding for people who want to skip the process of planning everything themselves.

The price is apparently a steal, and Newcomb said she’s “currently rolling in offers” and is now “narrowing down” on interested prospects. There’s a bonus. too: If the bride is Mackenzie’s size, she’d get a wedding dress as a bonus.

We like Mackenzie’s idea, but think she probably made a terrible mistake by not selling the wedding as an NFT. Turns out, NFTs have been used for wedding-related purposes in the past.

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