Reddit introduces a new ad format. Here’s why we call it “indirect Google Ads”
Go where your users’ attention is.
That’s the idea behind the new ad format for Reddit, which was announced yesterday.
It’s called “Conversation Placement”. These ads are located in conversation threads, just under the original post and above the first comment.
Reaching an untapped audience: According to Reddit, a large percentage of visitors who land in conversation threads come from SEO searches. This is an untapped audience that other ad formats (like in-feed ads) are not able to reach.
Promising initial success: Reddit enrolled 600 businesses as beta testers in 12 months across industries like customer technology, CPG, publishing and entertainment.
When using Conversation Placement and In-Feed ads together, beta test partners saw a 9% increase in clickthrough rate, a 10 percent increase in conversion rate, and a 23% decrease in cost-per-click.
Targeting: You’ll be able to use the good ol’ Reddit targeting options with Conversation Placements.You can target specific Reddit communities, interests, and custom audience segments, as well as use negative keyword targeting.
The Crew’s take: We like the tidbit that Reddit mentioned about SEO. If this is true, it would be like doing Google Ads indirectly: A person types a relevant keyword into Google → person sees a Reddit post and clicks → person sees your ad.
Apple will let some apps avoid its 30% fee
There appears to be only one way to make Apple concede: Lawsuits.
With their latest concession, Apple will allow “reader” apps (like Spotify, Amazon Kindle, or Netflix) to offer users to sign up and pay outside of the App Store’s in-app purchases system. Here’s Apple’s official statement.
What caused this change: The Japan Fair Trade Commission (JFTC) has been investigating Apple’s anti-competitive practices since 2019. This concession is part of the agreement reached with the JFTC.
Which apps will be affected by this change: “Reader” apps are those that provide content subscriptions. This category includes any app that allows you to subscribe to or purchase a book, video, audio, digital magazine, or newspaper.
The changes will go into effect in early 2022.
Heard about programmatic advertising? Here are 4 common requirements for newcomers
It’s what programmatic advertising has experienced in the last few years.
Powerful targeting, high quality traffic, unlimited scale, and transparency are some of the reasons why marketers swear by this alternative traffic source.
Think of a bank ad serving up a student service before the beginning of the school year, while the person is reading finance news.
This is the power of programmatic advertising. And Supreme Media’s Benjamin Rose shows us four requirements for newcomers:
- Traffic quality: Usually, SSPs only accept websites with large amounts of traffic. For instance, OpenX, the third largest globally, supports such publishers as VICE and Conde Nast UK.
- Original content: It’s impossible to cooperate unless the content quality of the website is assessed first. Networks won’t accept publishers with plagiarized content.
- User bounce rate: One of the most important factors for SSPs is the average session duration and low bounce rate of a website.
- Viewability: This contributes to the ability of a website to attract more buyers and can be improved by optimizing publishers’ layouts, improving SEO, and analyzing the content.
How to watch your overall ROAS in Google Analytics
Joe Martinez from Wordstream shared a post that is going to solve a widespread problem: how to watch all your cost data from one place.
Why should you do that?
Get a glance at your overall ROAS.
If you advertise on different paid channels, you probably have to log into each advertising platform to check your ad spend, aggregate the data, and do the math. Tiring!
Enter Google Analytics.
This reporting strategy saves you time: You can see the ROAS from all your paid channels in Google Analytics, and get a holistic view of your performance across different acquisition channels.
Here’s some of the data you can import:
- Click-through rate
- Return on ad spend (ROAS)
And you can pull this data from platforms like Facebook, LinkedIn, Twitter, Pinterest, Bing, and Reddit.
The process is manual, but it’s quite easy, and Joe Martinez explains every step of it here.
He also shares some valuable suggestions on how to automate the cost data import process.
AFFILIATE MARKETING: Big Bang Ads celebrates 20th anniversary in the lead generation industry. For 2 decades, they successfully promoted their inhouse B2C SOI sweepstakes in 24 markets. Join their network and get a 200€ Birthday Bonus. Enter the promo code “Anniversary+200” on the signup page!*
INSTAGRAM: Live shopping is getting more popular on Instagram. The platform has announced “10+ days of shopping events” hosted by popular influencers.
TWITTER: The company is turning into TwitterFans; Twitter has introduced “Super Follows”, allowing subscribers to pay you for access to exclusive content.
GOOGLE: Another day, another Google lawsuit. This time the US Department of Justice is preparing to sue the company over its ad-tech operations.
LINKEDIN: You know what’s cooler than learning marketing? Learning marketing in real time. LinkedIn has introduced “Office Hours”, a learning feature that allows you to learn from experts live.
PRODUCTIVITY: Chrome extensions give you superpowers. Here are 9 free ones that we’re sure you’ll like.
*This is a sponsored post.
What has a head, a tail, is brown, and has no legs?
You can find the solution here.
Cool tech, (funny) business, lifestyle and all the other things marketers like to chat about while sipping cocktails by the pool.
Are you the sexiest SEO specialist alive?
You could be if you get this bottle of perfume. It was originally shared by Malte Landwehr, an SEO specialist (of course), and has a sexy label with the words “Eau De Parfum” at the bottom (because we know SEOs love things they don’t really understand).
Barry Schwartz was the first one to take a (virtual) photo with it. We fully expect John Mueller to be next.
Some SEO theorists believe the perfume contains the name of the upcoming Google Update as it’s primary ingredient.
Eau De Penguin anyone?