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GOOGLE

Measuring store sales and visits just got better

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If you have stores online and off, you know online visits aren’t worth the same as foot traffic, and vice versa.

Well, it seems Google got the memo.

What’s going on: Google’s Smart Bidding conversion value rules update allows you to apply different values to different conversion actions, such as specific store visits or store sales conversions.

How it used to be: Before, all value rules applied to all conversion actions equally.

So if you had multiple product categories with different prices and average basket size, you’d have to assign a flat value… which means you couldn’t measure actual performance.

Fast forward to now: You can finally set store visits or store sales default values at the campaign level.

For example, setting a $100 default value for campaigns promoting expensive items, and a $10 for lower priced items or items with lower profit margin.

Why we care: This new feature could help you better sync and measure ad performance in both physical and online stores.

It could also help you adjust the weight of your online and offline conversions during holidays. Like decreasing store value by 20% to push your e-commerce program, for example.

Oh, speaking of holidays…


E-COMMERCE

Holiday shopping season already started

Thought it was too soon for pumpkin spice lattes? We’ve got news for you…

Jingle bells are ringing: According to Axios, big retailers like Walmart have already started running holiday offers. Some even started more than a month earlier than last year.

Home Depot, for example, dropped holiday items in mid-July… and many toy stores are expected to sell out of products weeks before Christmas.

Handle the budgets with care: Not surprisingly, shoppers are keen to make their budgets stretch as far as possible.

Some brands are adapting by introducing more budget-friendly categories, with Walmart’s “toys under $25” section being one example.

Why we care: If you haven’t started, you’re already late to the party. Google reports that a portion of consumers began their holiday shopping as early as May this year.

It’s time to nibble on Halloween candy, put on a Santa hat, and start pumping out holiday campaigns.


SPONSORED BY MEASUREBIT

A stupid-simple way to get accurate attribution reports from Google Analytics’ free version

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A prospect sees your Facebook Ad.

Then their Uber arrives, and they quit before checkout.

A few days later they do a Google search and click on an organic result to your website. They finally make a purchase… exactly one week later through a YouTube ad.

Attribution is a massive headache for marketers. And the reality is, it’s often different from what Google Ads or Facebook Ads reports show.

But you can still get accurate attribution data from Google Analytics without spending a fortune on tracking software.

Wynne Pirini manages dozens of client analytics accounts, including some that spend $150k to $700k per month on ads. 99% of these accounts aren’t aware of this Google Analytics functionality.

This free article by MeasureBit shows you how to set it up.

Get clarity on your ad spend today.


MARKETING

Need to improve your marketing? Just focus on these two things

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Marketing can often feel like preparing an everything-but-the-kitchen-sink soup:

You throw together a bunch of ingredients and hope it works.

The problem is, that makes it easy to get lost in meaningless activities and to miss what actually helps your brand drive revenue, build market share, etc.

Tim Parkin from MarTech has a solution to this problem.

He suggests focusing on the two most important processes any marketer can have:

  • Experimenting to find out what works, and more importantly, what doesn’t.
  • Optimizing to get the most out of the things that do work.

Getting these two things right requires structure, effort, and consistency. And that’s worth investing in.

Let’s take a closer look at these processes…

Experimentation. You never know what works until you try it. Some ideas may seem smart in theory, but they bring in underwhelming results, and vice versa.

When you experiment with a variety of ideas, you gain enough insights to deliver better results, increase conversion rates, reduce costs, and more.

Optimization: By optimizing, you make continuous improvements to your campaigns, which enables you to get better results while using fewer resources.

Sometimes that’s as simple as turning off underperforming ads, and sometimes it’s tweaking your landing page until it starts getting conversions.

The key is to focus your optimization efforts on the things that will have higher impact and are attainable—in other words, you or your team can actually execute them.

Long story short, make a consistent process for testing which will reveal these optimizing opportunities, and then finetune them until they start delivering.

That’s how you’ll see meaningful and profitable results over time. And isn’t that the goal, anyway?


SPONSORED BY MASON INTERACTIVE

This agency wants to give you $1000 in traffic to prove they can slice your Q4 CPMs

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Last year, Mason Interactive helped Dagne Dover generate a 4x ROAS with holistic, cross-channel performance marketing strategies.

And not only Dagne Dover… 50+ fast-growing DTC brands partner with Mason Interactive to accelerate their sales.

Mason Interactive wants to help you run successful Q4 holidays campaigns.

And to prove they can do it… they’re giving away $1,000 in advertising spend to new, qualified clients.

Get all the details here!


THE CREW’S INSIGHTS

A simple trick for having fewer meetings

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Nobody likes meetings.

Well, except that one manager or client or employee who seems to enjoy living on Zoom or sitting at the head of the table.

Truth is, while it’s easy to say meetings are bad, it’s harder to cut them out of your schedule.

And convincing an entire team that most meetings are a waste of time is harder still.

On a recent Twitter Space hosted by Shahed Khan there was a mention of a fun system for cutting out meetings:

  • Calculate the average hourly rate of everyone in attendance.
  • Multiply that rate by the length of the meeting.
  • Voilà. Now, you’ve got the meeting cost.

Once you’ve got the cost—say, $2,500—you can bring it to the people involved and ask if it’s a meeting worth $2,500.

In many cases, it isn’t.

It can be done over email, there might be fewer people needed in attendance… All sorts of other, less-expensive options.

Bonus tip: The reverse of this framework is often used in marketing.

For example, instead of telling someone your product costs $4, it often boosts conversion to say it’s the price of a coffee. It’s the exact same psychological principle, just reversed.

Now get out there and enjoy a nice, meeting-free day!


ROUNDING UP THE STACK

BUSINESS: You’ll never get wealthy by selling your time. That’s why you need to build assets that do the work for you! Every Friday, Tim Stodz sends his 10 best resources to help you generate more income and get your money working for you! Sign up here.*

META: Advertise now, pay later? Meta is introducing a feature that allows advertisers in India to pay for campaigns in “no-cost” monthly installments. Seems like calculating return on ad spend might get a bit confusing… at least in the beginning.

APPLE: Search Ads are growing after Apple launched SKadNetwork, their privacy-first ad measurement API. About 38% of marketers have already started spending more, with 46% of publishers spending most of their budgets on video ads. Interesting.

BUSINESS: $15? Make it $20. According to recent research, job seekers are looking for a bigger hourly wage across all industries. If you’re looking to charge more, you’re not alone. Also, keep this in mind if you’re hiring.

YOUTUBE: Going in-house. YouTube is testing a “Promotions” tab where you can promote content from the platform instead of Google Ads Manager. If you’ve been selected for the experiment, you should see the tab in the Content page of Studio.

TWITTER: A touch of exclusivity. Twitter is launching Circle, a feature that lets you Tweet to a selected crowd of “your people” only, and vice-versa. Hey, if you’re seeing this… add us to your Circle, OK?

*This is a sponsored post.


BRAIN TEASER

Some months have 30 days, some months have 31 days. How many have 28?

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.

A world trip du fromage

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Some people travel for leisure, some for adventure…

… And some just want to experience everything cheese-related.

For passionate cheese connoisseurs, Atlas Obscura published a list of places to add to the turophile’s bucket list, including:

  • A cheese theme park in South Korea.
  • The world’s only producer of elk cheese in Sweden.
  • SpaceX’s space cheese in California.

If you don’t visit at least one of these, can you really claim to love cheese?

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