How to solve the attribution mess that Apple has created
If you’re a media buyer who bids on iOS, two words probably sum up your experience right now: “This sucks.”
Taylor Holiday has reported that his Facebook Ads Manager reported a ROAS decline of nearly 50% since the iOS update.
The reason behind this: “Signal loss” (a term coined by Facebook) as a result of lower reported conversions due to the iOS update. Essentially, you are getting less data. And the data you do get is coming at a slower rate.
The (ideal) solution: Facebook is pushing their “modeled” ROAS metric to solve this problem. It may take some time for them to get it right, though.
What to do in the meanwhile: People are coming up with new creative ways to use the metrics they have. Andrew Faris, for example, is getting ROAS data by combining historical data, UTM parameters, and actual revenue numbers.
Stay strong: Sarah Carusona, a media buyer, has also been affected by delayed attribution. For the time being, know that you are not alone and that things will most likely improve as modeled conversion and AI start working their magic.
Google gives you a peek behind the curtain at how it ranks search results
If you gave SEOs a magic lamp and asked them to make 3 wishes, their first one would most likely be: “Show me how Google’s algorithm works”.
Your wish is my command: Google has added a new “About this Result” panel to their search results. The panel will show you how the search engine decided to rank a specific result for a query.
An example: Let’s say you typed “how to cook a fish in the oven” into Google. One of the results is a website called TasteofHome. You click on the “About this Result” panel for this website.
What you’ll see: Google will display one or more of the following 4 factors:
- Matching keywords. For this query, for example, it will tell you that the words “how”, “cook”, “fish”, and “oven” appear in the result.
- Related terms. Google will display related keywords that appear in the result (such as “ingredients”, “recipe” and “baked”).
- Looking at links. Unfortunately, they don’t go into specifics here. Google will just tell you it found relevant links to the result.
- Local relevance. Google will tell you if this result is relevant for searches in your area (the United States, for example).
SEOs are a creative bunch, and we can’t wait to see how they use this information in their daily workflow.
The Assist is your shortcut to success
We realize there’s a really cool tool called “Google” to help you figure things out by yourself, but that can be pretty time consuming. Think of The Assist as that one go-to friend — the one you always text for advice about work and other life stuff.
Every Tuesday morning, they send out a newsletter full of actionable tips to thousands of problem solving go-getters. And they do it in a fun way because they don’t take themselves too seriously (tip #1: you shouldn’t either).
Subscribe if you…
- Want to get productivity tips, workplace culture ideas, and leadership inspo
- Get excited about joining a thriving community of inspiring and empowering professionals
- Enjoy learning new things (and memes)
There’s one more day left to get a free deep dive on an e-commerce brand
We want to get to know your advertiser (and media buyer) habits a bit better. We’re looking for some information about your ad spend.
We want to ask you about this to bring you better offers, and better content. If we understand your ad spend level better, we can better curate the right type of case studies, partners, and sponsors for the newsletter.
The survey is quick and painless, only with multiple choice questions (no need to write anything) so you can finish it within 60 seconds.
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Snow is a $100M+ teeth whitening brand known for their big celebrity campaigns (Ellen, Floyd Mayweather, and more), that leaves no channel untouched.
This is the last day we’ll be asking you for this! So, if you’re interested to see how Snow runs their marketing (or are just incredibly kind and want to share some numbers with us), complete the survey.
Their marketing mix contains Facebook Ads, aggressive funnels, emails, SMS, and plenty of dark patterns. Everything collected and broken down in the full deep dive (preview here).
It’s a must read!
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Jumping on the TikTok train
TikTok is the platform that business owners want to crack the most.
If you’re one of them, and you haven’t yet jumped on the TikTok bandwagon, this infographic shared by Social Media Today can help you get a head start.
In 2024, TikTok is predicted to reach 39.3% of US internet users. And at the moment, 689M people use the app every day.
How are businesses using TikTok?
- Hashtag challenge: This is a unique TikTok format and it’s useful to reach new audiences. The goal is to go viral by creating a challenge and incentivizing users to participate. An example is the #GuacDance launched by Chiptole.
- UGC reigns supreme: TikTok users don’t like “ads that feel like ads”. Focus on interacting with users rather than selling.
You can find more examples on the infographic. And here are some key tips to make the most out of TikTok:
- Speed is everything: On TikTok, trends arise and fade at the speed of light. And if you want to surf the wave, you must react quickly when you see a new one.
- Use trending songs in your videos: The music you choose in your video can impact its popularity.
- Be authentic: TikTok is mostly used by young users, who can smell “try-hard” salesmen from far away.
- Use targeted hashtags: Don’t choose generic hashtags or you’ll get lost in the weeds. Use the search function to uncover the hashtags used the most by your audience.
- Encourage duets: These allow you to create videos using existing content. You should stimulate users to create duets using your content, to gain popularity and generate even more UGC.
GOOGLE: Smart Bidding strategies will soon be re-organized by Google. This was announced a few weeks ago, and some of the changes are now visible in the Google Ads interface.
AMAZON: Alexa is getting some cool updates. If you’re an affiliate marketer, take a look at “shopping actions”, which can earn you an affiliate commission from Amazon.
INFLUENCER MARKETING: 3 billion dollars. According to eMarketer, this is the amount that US influencer spending will surpass in 2021.
WORDPRESS: 5.8 brought us some cool new WordPress features. There’s one they didn’t mention, and it’s important: the WordPress pattern directory.
CONTENT MARKETING: Will GIFs be the future of content marketing? This partnership between GIPHY and Spotify makes us think so.
SEO: Don’t remove your redirects for at least a year if you want them to permanently pass ranking signals, according to Google. Keep that juice flowing!
LINKEDIN: If LinkedIn feels foreign to you, there’s no longer an excuse not to learn it. The company has launched a few free certification courses to help you improve your LinkedIn marketing knowledge.
I have 11 friends and I’m the shortest of them all. What is my name?
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.
The officer of the year didn’t work a single day
The El Monte City Council gave detective Carlos Molina the Officer of the Year 2020 award.
There was just one problem: Molina didn’t work a single day in 2020. In fact, he spent the entire year on paid administrative leave. Plus, he charged the city for 42 hours of overtime pay.
Now, the award makes sense if you see it from the perspective that he got:
- 0 Complaints
- 0 Appeals
- Did everything what he was asked for
Then yeah, he definitely deserves the award. Joking aside, there was a real reason for this though.
The real reason: It seems like Moliana received the votes as a joke from the committee. It was a way to send a message of dissatisfaction and get some publicity in the process.
We’re not sure if they achieved the first thing, but they definitely nailed the publicity part.