Advertisers are getting best practices, users are getting control
This week has been a parade of Google Ads updates.
And the parade isn’t over…
Google added best practices updates to their Performance Max best practices document, providing details and need-to-knows about:
- The URL expansion feature. If turned on, this feature generates headlines and descriptions automatically based on your final URL.
- Auto-generated creative assets. Basically, you should upload as many creative assets as you’re able to. Google will generate creatives for you, but the results may not be exactly… satisfactory.
Plus, users are getting more control: Google is launching My Ad Center later this year, a settings feature that lets users decide what kinds of ads they see across YouTube, Discover, and Search.
New tool shows you insights about target audience’s behavior
Did you know that 31% of Gen X TikTokers in the US discuss purchase decisions with their parents?
Neither did we.
What’s going on: The popular social media platform just launched TikTok Insights, a new tool that lets you filter and discover user behavior, preferences based on:
- Holidays and events.
Why we care: It’s getting harder to gather data and target audiences as privacy regulations and attitudes continue changing.
Platform tools like TikTok Insights can be useful as you plan and launch campaigns.
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How? ProPush does it in three ways:
- Extra monetization with ProPush subscription tag. Set it on your website and make money every time a user opts in to push notifications. This tag works with almost any type of offer (except adult and subshunter), and it doesn’t hurt conversion flow.
- Recurring revenue from push subscribers. Every time ProPush sends a push notification to the subscriber you generated, you make money.
- TrafficBack. This is an extra chance to monetize users who didn’t convert on your offer and didn’t even opt in for push notification.
Sweepstakes, dating, utilities, e-commerce, gaming… Doesn’t matter what vertical you’re in. ProPush pumps your ROAS.
P.S. With the ProPush referral program, you get a 5% cut of the revenue of every new publisher you refer. So join ProPush and start boosting your profits!
Two steps for getting your gated content ranked
Premium content can be a great way to monetize your creations.
Only thing is, getting organic traffic to these pages is a little risky because users may try to find a way to skip the paywall and get your content for free.
Thankfully, this Microsoft Bing Blog post offers two steps for getting search engine visitors to your paywalled content.
Let’s get ranking:
1) Enable crawling of subscription-based or paywall content. You need to let search engines fully see the content behind the paywall.
This is necessary for search engines to index the content and identify the related search queries that match your page.
Here’s how to limit access to a search engine crawler like Bing: The Bing crawler bingbot only operates from a limited range of IP addresses.
Limiting access to those IP ranges will help keep the humans out.
2) Don’t leak gated content in search results cache pages. You can control whether search engines show a cached page of a document.
There are two ways to do this this:
- Use a special robots meta tag in the <head> section of the web page.
- Use a custom response HTTP header to avoid caching the content.
If this seems too technical, the original post gives more details.
Bottom line is… You can still get visitors to your gated content without having to leak the information behind the paywall.
You just need to do a little backend work to boost your rank.
Here’s how coaches, consultants, and agencies are building a steady stream of dream clients with Conversational AI
Jay Abraham used the Science Of Client-Getting system to fill his webinar with over 2,000 exuberant prospects for a $25,000 product.
Dan Meredith, a fitness copywriter, scaled his business to mid-6 figures in turnover in just 4 months using the same system.
And now it’s your turn.
You should be marketing to older people on TikTok
When TikTok got its start, it was a kids’ platform, the home of lip syncing and dancing. You would’ve been hard-pressed to find anyone over the age of 20 on the app.
But things have changed since then.
According to a survey by the Pew Research Center, 40% of the people who use TikTok are over 30 years old.
Yes, you read that right: nearly half of all TikTok users are older than 30.
And that has exciting implications for marketing. Here’s why:
- Older age groups can be some of the highest-converting audiences on TikTok. Last year, Savannah Sanchez tweeted that women above the age of 35 were one of her top-converting age groups.
- There are plenty of parents on the platform, and they have different interests. In a blog post, TikTok wrote that parenting hashtags are huge: #family, #familytime, and #parenting are getting billions of views.
- You can market just about anything on TikTok. Sure, you can market stuff that appeals to kids. But statistics show that the parent audiences on TikTok often talk about things like home appliances, snacks, business, cars, and groceries. See where this is headed?
The Crew’s insight: If you’re not marketing on TikTok, there’s a good chance you’re missing out on a massive audience.
Advertising on TikTok is a smart way to reach your audience in a personalized, casual setting—and it often pays big dividends.
Speaking of advertising… Today’s insight came from one of our recent Deep Dives, a 67-page guide to TikTok marketing.
BUSINESS: Well, we found it… the newsletter that gives you business and investing insights that are actually helpful. Check out The Daily Upside, the no-BS, big-brain investing newsletter delivered straight to your inbox. Plus, Stacked Marketer readers can sign up for free.*
GOOGLE: Aaannd another update. The Search Console will soon have a report for indexed videos, allowing you to check the indexing status of videos, in addition to other data. Definitely sounds useful.
SEARCH: Also, image inclusivity is getting a ranking boost. Google is introducing a new signal and schema into image ranking to identify elements like skin or hair color. Good news for marketers who use diverse images.
ANALYTICS: Oh, and Universal Analytics real time tracking isn’t actually “real time” because there’s a five minute delay. Google updated the dashboard to reflect this. By the way, Google Analytics 4 bases metrics on the last 30 minutes, just so you know.
SNAPCHAT: Ever wondered what high converting Snapchat ads look like? Snapchat pulled a couple from their example box. Add them to your swipe file.
SEARCH: In a blog post announcing their new Chrome Extension, DuckDuckGo is quacking about Google’s new tracking APIs. They believe that Topics and FLEDGE, Google’s latest cookieless solutions, don’t respect data as well as users think.
E-COMMERCE: There’s a reason people trust Trustpilot. The review tracking company removed 2.7 million fake reviews from the platform during 2021.
*This is a sponsored post.
The more of this there is, the less you see. What is it?
You can find the answer here.
Cool tech, (funny) business, lifestyle and all the other things marketers like to chat about while sipping cocktails by the pool.
Enter the brick-and-metaverse
Meta opened their first physical store…
Curious to know what the brick-and-mortar gateway to the metaverse looks like? You can find out here.
While it sounds a bit counterintuitive opening an in-person store for a virtual world, you’ve got to get your virtual reality (VR) headsets and glasses somewhere!
Plus, Apple and Google stores are pretty successful.
Makes sense for Meta to follow suit, we guess…