You can now segment your Analytics audience by activity
… or lack thereof.
Why? Because Google just launched dynamic lookbacks in Analytics audiences.
What it means: When building an audience, you can use event values triggered within the last 60 days to dynamically include or exclude users.
For example, you could create an audience of users who purchased a product within the last week.
Or exclude users that were inactive for more than a month.
Why we care: Lookbacks give you more opportunities to analyze data and adjust bids based on the activity or inactivity of your users.
They can also give you a glimpse at segments of your audience that haven’t engaged in a while.
Useful insights, for sure.
Snap is targeting potential travelers, Pinterest is heading to Japan…
Lots of people are booking flights and packing bags.
And so are ad platforms, apparently…
Snap’s Dynamic Travel Ads have liftoff: Their new ad format could help advertisers drive conversions for hotels, airlines, travel apps and more.
Snap says you can optimize campaigns based on user travel intent and local relevance. Etihad Airways did, and according to Snap, they decreased cost per flight search by 4 times. Not bad.
Pinterest landed in Japan: The social media app just made their ad service available in the country, and they also expanded their Shopify partnership.
These updates should make it easier for Japanese merchants to sync the two platforms and turn products into product pins.
Oh, and Google has an itinerary, too: Starting June 30, you won’t be able to create and edit expanding text ads. You can prepare for the switch by having at least one responsive search ad in every ad group.
Why we care: With so many ad platforms dropping useful updates, it’s good to stay on top of them so you can more effectively leverage your marketing channels.
And speaking of marketing channels…
Using these two channels together maximizes your ROI
Know what the two highest revenue drivers for e-commerce brands are?
Hint: They also happen to be the two most popular communication channels among consumers…
We’re talking about email and SMS.
Put them together, and these two channels can work together to generate sales for brands.
Rely on each of them separately, and you miss out on big revenue opportunities.
Inside you’ll find out:
- Why it’s critical to combine both channels.
- What type of messaging works best for each channel, plus the kinds of content to use when you combine SMS and email.
- 8 tips for creating a unified SMS + email strategy.
- The long-term benefits your brand can achieve when combining these two channels.
A simple action plan for coming up with better video ads
Your creatives are among the biggest levers in your campaigns, so it’s essential to have a process for creating quality ones.
And if you don’t have a process yet, this post shared by Foxwell Digital can help you create one.
1) Find creators that fit your demographic. There are different ways to do this:
- Study the competition.
- Ask your customers if they’re willing to create content in exchange for products or money.
- Use agencies or platforms that provide user-generated content (UGC).
Keep in mind that you’ll need multiple creators, likely with different looks, demographics, personas, etc. Otherwise, your ads will eventually get creative fatigue and it will be hard to scale.
2) Once you have a list of creators, fill out a creative brief. This includes key talking points, guidelines like where and how to record videos, brand guidelines, video length, assets needed, and editing guidelines.
3) Create a storyboard to draft the content. Use a format like this one:
- Address the problem. You have different options here: you can start with a mashup of problems, have a testimonial describing the problem, or give the top 3 problem pain points.
- Describe (or show) the pains and emotions that the problem creates.
- Present the solution.
- Call to action (CTA).
Other options you can include in the storyboard:
- UGC type. Unboxing, “TikTok made me buy,” website or ordering process, X number of reasons why to buy X, the best thing about X, problem → solution, meet this product, and “I wish I knew about X sooner.”
- Content layout. Chronological, reverse-chronological, problem → solution, aesthetically pleasing, etc.
- Whether you need different hooks, lengths, or other iterations.
- Intro content, or the hook.
- Outro content like CTA, animation, graphic screen, etc.
A helpful process outline, no? And if you want to go deeper, the post shares more about the editing process, plus other conditions to define with the creator like additional costs, how long you can run the creatives, and more.
Ever wished you had 520 more hours a year?
You can “create” that time by organizing your assets with Air.
Air is a creative operations and visual asset management tool that makes it easy to collaborate, organize, and share marketing assets… saving brands like the NBA, Google, and Curology up to 10 hours per week.
That’s more time you can spend producing great marketing campaigns!
How to reduce meetings and reclaim your time
“Are you free to hop on a quick Zoom?”
If you had a nickel for every time you heard that question, you’d be spending your days in a beachfront villa without having to think about marketing ever again.
Let’s be honest: Many meetings can be a waste of time. At Stacked Marketer, we produce an in-depth newsletter each weekday, monthly Deep Dives, and much more… And we only meet twice per year.
Here’s our best advice for having fewer meetings—and saving more time:
- Before you schedule a meeting, have it in writing. Try discussing your topic with a quick email or Slack message. This way, each party can respond when it’s convenient for them, saving you both hours in the process.
- Create detailed process documentation so people can easily reference how you do things. The more detailed your internal process documentation is, the fewer times you’ll need to meet to “align on a project” or “nail some things down.”
- Practice your writing. A big reason people meet too often is that they aren’t comfortable writing. But this can change! Instead of relying on meetings, practice your written communication skills. This pays off in many ways.
Our opinion? Try your best to avoid meetings unless they’re absolutely necessary. We think you’ll enjoy the results.
EMAIL MARKETING: This new technology can help you increase your open rates by up to 300%. It’s true! … And three times more opens potentially means three times more sales. This free guide shows you how to use this new tech to get a 50–70% average open rate.*
ADVERTISING: It’s been more than a year since Apple released its App Tracking Transparency (ATT) policy… and mobile fingerprinting is still in full swing. It’s “unpoliced,” so companies use it to track downloads. Seems like the fingers will keep on tapping—unless governments step in.
MARKETING: Agile marketing has been a pillar of the industry for years. But is the age of sprints, daily standups, and kanban boards a thing of the past? Might be… Only 41% of marketers still follow these practices.
PODCASTS: A favorite podcast genre? Static and white noise. Yep, you read that right. Atmospheric, soothing sounds are taking over the podcast scene—and creators are making bank. Seems like a good potential ad channel… as long as you can respect the vibe.
*This is a sponsored post.
Wherever the wind does go,
Towards there I dance;
With the sun above me I grow;
Yet without water below,
I can never survive;
And the taller I grow,
The deeper I become.
What am I?
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.
10 scientifically approved US beaches
If you’re a proper beach aficionado, you’re not just looking for the best resorts or vibrant beachside events.
You’re interested in the softness of the sand and the warmth of the water.
At least, that’s the criteria “Dr. Beach” used to assemble his list of top 10 US beaches.
Just what the beach doctor ordered: Stephen Leatherman, known as Dr. Beach, is a director of the Laboratory of Coastal Research at Florida.
And he’s been ranking America’s top beaches for more than 30 years.
This year’s top 10 includes New York, San Diego, Hawaii and more.
We wonder if he’d agree to participate in an influencer campaign…