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SNAPCHAT

Businesses on Snapchat can now create public profiles

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Snapchat has made it clear: Friendship is friendship, business is business.

During its 2021 Partner Summit, the company unveiled a slew of new features. The show-stopper: The ability for businesses to create separate public profiles. This is essentially Snap’s version of Facebook Business Pages.

Why should you create a business profile? When you do this, Snapchat promises to help you with:

  • Discoverability. Once you’ve created a public profile, people can find it via search, Discover, @ mentions, Lens Discover, and, of course, Snapchat Ads.
  • Having a native store: You can integrate your US-based Shopify store with the new business profile. After that, people can browse, try and place orders via Snapchat directly. You must reach out to your account manager or contact support if you want this feature, though.

The Crew’s Take: This was bound to happen as more advertisers flocked to Snapchat. We believe the trend will continue, with Snapchat introducing new business and advertising features on a consistent basis in the future.


ADVERTISING

Google Ads has 4 new smart bidding updates

Google has announced a number of new Smart Bidding features. Now, bear with us, as most of these updates contain PPC jargon. We’ve tried to simplify them so that even if all you know about Google Ads is that it exists, you can understand them. Here are the updates:

+ You can now see “Top signals” for more conversion goals.

Top signals include things like the device type, keywords, time of day, and more. While your ads are running, Google is trying to figure out which of those things contribute the most to accomplishing your goals (like maximizing conversions or getting to a target CPA).

It looks like many advertisers have found the “top signals” feature to be useful, so Google will also display them when running search campaigns using Target ROAS and Maximize conversion values.

+ You can tell Google if you’re running a sale on a manager account level.

Seasonality adjustments is a feature that allows you to tell the Google algorithm if it should expect significant changes in conversion rates as a result of a promotion or sale you are running.

This feature can now be configured at the manager account level. Previously, you could only do it per each individual account.

+ Google will remind you more frequently if it is a good idea to use Maximize conversion value bidding.

Google thinks that using Maximize conversion value bidding will benefit search campaigns more. As a result, they’ve decided to include this as a recommendation in these search campaigns more frequently.

+ Predict how changing bids will change performance in Search Campaigns.

Simulators is a feature that allows Google to predict how different bids will affect the performance of your ads. These predictions are now visible in Search campaigns that use Target Impression Share.

Whew. We hope you’re still with us. Google Ads is a powerhouse, and understanding these features can sometimes make or break your campaign.


SPONSORED BY ORIBI

Facebook Analytics is gone? This is better!

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You shouldn’t look for an alternative to Facebook Analytics anymore.

Because Oribi is a great replacement and then some! It’s not only gathering data for you once implemented but it also gives you actionable insights from it. Let us explain!

Oribi is like having an analytics and data employee in your business, 24 hours a day. Instead of serving data, it serves you insights and answers about your users.

Oribi was designed to not only save hundreds of hours gathering and analyzing data from websites, but also make smarter decisions from that data.

Here’s why Oribi is waaaay better than Facebook Analytics:

  • Everything is tracked automatically on your website. You don’t have to create any events or talk to a developer.
  • You can finally identify and evaluate all touchpoints involved in any event a visitor performed on your site, whether it was defined or not.
  • Funnels are being built in seconds. You can include any event or conversion goal as a step in your funnel, build funnels across domains, and filter for specific segments.
  • Beautifully designed, easily shareable auto-generated reports. And you can customize them so they’ll look like your own report.
  • eCommerce analytics version.

Companies like Sony, Audi, Sky, and small and big digital agencies already take advantage of Oribi.

Join them! And start making more money out of your data.


FROM THE CREW

This is going to be good

Those of who you’ve been hanging with us since the early days will know who Paul Jey is. He’s been a supporter of the newsletter since the beginning.

And, Paul’s also a brilliant marketer. He’s frequently coming up with frameworks and solutions for common problems in the industry.

This Thursday, Paul is joining us on a live public call to chat all things marketing.

You can add it to your calendar here. See you on the other side.


TWITTER

A 15-step framework for Twitter thread breakthroughs

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In the past 3 weeks, Blake Emal got 5M impressions and 10K+ retweets to his threads. Here’s the step-by-step process he follows to create viral Twitter posts:

  1. Find a great idea. You can take inspiration from old tweets, by connecting content from other creators or asking your audience.
  2. The thread must answer one specific question.
  3. Create an outline. Most threads fail because they’re not well organized. Write down the question to answer. Create bullets for each point. And, pick a format to utilize.
  4. Lay out your thread format. There are three options Blake suggests: NCE (Name, context, example), step-by-step walkthroughs, and story mode.
  5. Find examples to back up your ideas. You can use the Twitter Advanced Search for tweets, Reddit, or your swipe file.
  6. Batch different sections together to create longer tweets.
  7. Add helpful images. Don’t add images just for the sake of it. Instead, add visuals that illustrate your idea and give it further context.
  8. The first tweet of the thread is your hook. If it’s not good, nobody will read the rest. A great first tweet draws attention, stirs up emotion, includes numbers, and sells benefits.
  9. Write a final CTA tweet. Thank your community, ask them to follow you, or retweet your thread. And if you want to get more retweets, run a giveaway.
  10. Triple check for typos and readability and put all your content into your thread scheduler.
  11. Schedule the thread for the evening because threads need time to capture momentum. But test different times of the day.
  12. Share the thread with 3-5 relevant people: Don’t pressure them on retweeting the thread. Just ask them what they think about it.
  13. Engage with comments as soon as possible to gain momentum and send positive signals to the algorithm.
  14. After 3 hours, retweet the first tweet of the thread. Then, in the morning (if you shared it in the evening), undo the retweet, and retweet it again.
  15. Twenty-four hours after posting, ask yourself what went well, what didn’t, how many retweets you got and if the hook was good enough. If you don’t track your results, it’s hard to improve your game.

ROUNDING UP THE STACK

CLUBHOUSE: “Dear everyone, everywhere. @Android is officially available across the globe”. This is the message the Clubhouse crew sent out on Twitter on Friday.

AMAZON: Don’t mess with Amazon. A major accessory manufacturer was banned from the platform for participating in a scheme in which they paid customers for reviews.

APPLE: If you’ve been thinking about becoming a podcast affiliate, we’ve got some good news for you: Apple is offering you a 50% commission.

PINTEREST: The social network published some interesting insights, one of which caught our attention. Pinterest now has 5 billion searches per month. It’s not as impressive as Google (which does this volume in 2 days), but this is still a major milestone.

TWITTER: If you want to host live audio events and sell tickets, we have good news and bad news. The good news: You’ll soon be able do this on Twitter. The bad news: Twitter takes 20%, after Apple’s and Google’s cut.

INSTAGRAM: Facebook is faithful to their CTRL C and CTRL V strategy. Following the success of Snapchat’s Spotlight, Instagram is also testing bonus payments to incentivize Reel’s creators.


BRAIN TEASER

What has twenty-one eyes but cannot see?

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.

Twitch adds a ‘Hot Tubs’ category

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..because why not?

What this category is about: Hot tub streams are all about streamers, well, streaming from their hot tubs. The budget-friendly streamers who can’t afford a tub often use an inflatable pool instead, enjoying their time while talking to viewers and playing games.

Why would anyone watch this: Because it’s Twitch. And there’s a lot of guys on Twitch. And girls. Who like streaming. From hot tubs. Apparently guys on Twitch cannot resist this, and this is a very popular category format.

It’s taken over the platform, and Twitch created the new hot tub section to help keep things under control.

An “exception”: Twitch has referred to this addition as a “contextual exception” of its “no nudity” policy.

A feature for advertisers? We’ve seen many people on Reddit comment that the real reason for this category was so advertisers can exclude it from their ads.

It makes sense. Twitch doesn’t want to ban hot tub streams, but at the same time we’re wondering if Twitch is transitioning from a gaming site to something your parents wouldn’t be proud of if they saw you watching.

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