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GOOGLE

New CTV features and a “helpful content update”

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Today’s Google updates are a mix of good news, and not-so-good news.

Let’s start with the good news first…

New connected TV (CTV) options for Display and Video 360: Google has introduced three new features that could improve your CTV ad reach and measurement:

  • Guaranteed audiences backed by Nielsen Digital Ad Ratings (DAR) helps ensure your CTV campaigns are reaching core audiences. Plus, you pay only for the ad impressions that reach your desired ages and demographics, measured by DAR.
  • Advanced Programmatic Guaranteed is now available across Ad Manager, Maginte, and Xandr, giving you more exchanges and expanding your reach. Also, you can use frequency capping to stop showing ads after reaching a goal.
  • Consolidated CTV workflow should make it easier to plan, manage, and measure your ad performance across YouTube and other CTV apps.

Seems promising. Now for the not-so-good news…

Low-quality content is a no-go: Yes, Google is reminding you once again that low quality content is not OK.

Next week they’re releasing a “helpful content update” that could drop-kick unoriginal content to the bottom of search results pages.

Experts preferred: Google will prioritize content written by industry experts across a variety of niches rather than aggregators, optimized review pages, and inauthentic content “made only to rank well.”

Why we care: Better measurement, expanded reach, capped frequency, and consolidation are all positives if you’re running CTV ads.

And as for the “helpful content update”… we have some tips below that may help, so keep reading.


ADVERTISING

Amazon Ads revenue soars despite low local presence

Like they say, everyone’s different. What works for some, doesn’t for others.

Amazon’s no exception…

It’s not a local thing: According to a recent Borrell survey, only 3% of local advertisers use Amazon ads to promote their brands, compared to the 36% that use Google and the 58% that use Facebook.

No surprises here, since the local factor may still not make a big difference on the platform.

Yet Amazon is having a strong Q3: According to Tinuiti, that manages over $400 million of Amazon ad budget, spend is up by 21% compared to last year, costs-per-click (CPC) are down 4%, and sales are hovering around 14%.

Oh, and Amazon is testing TikTok-like vertical images and videosBut only among their employees, so it’s unclear when it will roll out globally.

Why we care: This news can be helpful if you’re running Amazon Ads and want to make sure you’re getting the most out of them.

It will be interesting to see how the TikTok-like feed works out, too. We’ll keep you posted!


SPONSORED BY PROPUSH

Mistakes to avoid when you monetize push subscriptions

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Do you want to make a higher profit working with push subscriptions? Then this guide is for you!

Let’s set the stage. You know that ProPush is a great solution to increase your campaign profits. All you have to do is put a ProPush smart tag on a landing page (sweepstakes, dating, utilities, e-commerce, and gaming are the best converting verticals) and get extra revenue from push subscriptions.

Sometimes it might be challenging to figure out all the details of this flow. Push notifications can be tricky.

That’s why ProPush prepared an ultimate guide on how to deal with these challenges. ProPush has spoken to their customer support agents and they shared the most common issues clients usually face with their monetization efforts.

Then everything is revealed in this free guide. Why and when you should choose pop traffic rather than push traffic, what you should do when conversion rates go down, and four real case studies for every kind of marketer:

  • 24% cashback from your main offer. Mobile gambling use case.
  • 27% ($12,416) extra profit on main offer campaign for utility app owner.
  • $100 per day with mobile offers and minimum effort.
  • Small budget? Get easy profit after reading this case study.

Check out the tips and tricks in this ProPush guide, and learn from case studies.

Register at ProPush and make up to 30% extra profit with push subscriptions.


SEO

Content not ranking? Try optimizing it for relevance

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Pushing your content up search results pages can feel like a Sysyphian task.

You work so hard to increase your page rankings… only to see them fall back down again.

That’s because Google constantly ranks content based on relevance. And it determines content relevancy in many ways, including:

  • Does your page mention the search query?
  • Does your page mention related or topical keywords?
  • Do searchers find it useful, and is it “fresh” enough?

If your content isn’t relevant enough, it’ll just tumble back down the SERP hill.

And as Ahrefs points out, stuffing your content with keywords won’t get you very far.

So let’s start ticking Google’s relevance boxes…

Think about search intent. Keywords answer the “what?” question. But you also need to find out why users are looking for a particular query. You can do this by looking at the “three Cs” on the first results page:

  • Content type: What’s dominating the top of the SERP? Blogs, videos, or other?
  • Content format: Are they guides, listicles, news articles, reviews…
  • Content angle: Is the content freshly updated, beginner-intended, or other?

For example, Ahrefs analyzed the three Cs for “best frying pans” and concluded they’re mostly blog posts (type), listicles (format), and 2022 (freshness angle).

Cover all your bases. To remain on top, you need to cover all relevant stuff users want to know.

How do you do that? By analyzing common subheadings, subtopics, “People also ask” boxes, and manually analyzing top-ranking pages and trying to include everything from there.

Tick the basic on-page SEO boxes. If crawlers can easily glide through your post, it sends the message that your content is easy to read.

Optimizing stuff like meta description, image alt-tags, and internal and external links can go a long way in making your content stick out in a sea of other, similar products.

There’s more to it, of course. Ahrefs also covers essential stuff like content hubs and link building in their article, so we recommend going through it all. Good luck!


SPONSORED BY STACKED MARKETER PRO

Make smarter marketing decisions, faster

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Smart decisions start with reliable and actionable intelligence.

That’s why we created Stacked Marketer Pro.

We analyze brands, market reports, founder interviews, and industry studies to bring you actionable insights that help you avoid mistakes… and accelerate your business growth.

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THE CREW’S INSIGHTS

Let’s talk about mental health

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Unless you’re a particularly lucky individual, marketing is a stressful job.

Sure, it’s fun, too. But it’s often stressful.

You’re juggling ad budgets, keeping up with industry updates (hey, that’s what we’re for!), boosting conversions and sales… It’s not easy.

But we’ve got some good news.

Recently, on a Twitter Space, Dr. Emily Anhalt—a psychoanalytic psychologist and co-founder of mental health startup Coa—gave advice for founders working on their mental health.

You don’t have to be a founder to benefit from her advice. Here are three key insights:

  • Founders—and marketers, too—need to make mental health a priority. Emily says believing you don’t have time to focus on your mental health is like an Olympic athlete believing they don’t have time to eat anything but McDonald’s. If you don’t prioritize mental health, you’re doing a disservice to your career.
  • If you get a coach, watch out for pseudo-therapists. Coaching is common for marketers and founders—but be careful who you hire. There are many coaches out there who masquerade as therapists without the proper training, which can be dangerous. If you want therapy, get a trained therapist.
  • Watch out for your warning signs. Figure out what your “tells” are—signs you’re not in a good place—and recruit your friends and family to watch out for them. You’ll avoid burnout this way.

An insight from The Crew: We’ve found that working asynchronously and allowing our team flexible schedules has helped us feel less stressed about work.

We often perform better when we can be more selective about how and when we work. Maybe that’s something you can work out for yourself, too.


ROUNDING UP THE STACK

GOOGLE: Ads API version 11.1 just dropped. This time, there’s been a bunch of new functionalities and changes added to Assets, Audiences, Bidding, Campaigns, and more. If you’re interested in technical info, we recommend reading the release notes.

APPLE: Finally. You can now edit Apple Search Ads in bulk instead of editing each one manually. However, don’t celebrate too soon…The first version of this feature is a bit too technical, so we recommend testing it out first.

B2B: Sorry, sales teams. According to reports, 77% of B2B buyers prefer self-serve over sales during their buyer journey… meaning they want to learn from trusted sources like review websites, forums, etc. Interesting.

BUSINESS: How does inflation affect consumers’ mindsets? Studies say that non-essential categories may suffer, while shoppers are relying more than ever on discounts and special offers to save as much money as possible. Keep that in mind during the holiday season…


BRAIN TEASER

Some are Precious,
Some are Plain,
Some are used for Building,
Some for Pain.

What am I?

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.

You’re good at Excel. But are you this good?

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Guess our excitement for the FIFA World Cup is boiling over, because we’re already thinking about world championships.

… And not sure if you heard, but there was a brand new world championship recently.

It wasn’t an ordinary sport, though. Want a few hints?

  • Instead of a pitch, there’s a sheet.
  • Instead of tactics and formations, there are numbers, rows, and columns.
  • Instead of players, there are functions.

Yep… It was the first ever World Excel Esports Championship, hosted by ESPN and with a production value rivaling any billion-dollar sport industry.

Wonder if any of those Excel esport pros would be open to taking our marketing spreadsheets to new levels…

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