Privacy.

 

 

BIG TECH

Privacy is the new black

The upcoming iOS 14 privacy changes have consumed most of the marketing world’s attention over the past couple of weeks, but a different privacy update recently made it mainstream.

It was the new WhatsApp update, which many users feared would remove much of the messaging app’s core privacy features.

So, here are a couple updates from the privacy world of tech and marketing:

  • That Facebook + WhatsApp data sharing update has been delayed to May. In a recent blog post, WhatsApp announced that because of “how much confusion there is around recent update,” it is being postponed. The key misunderstanding, it seems, was that some people thought end-to-end encryption was going away.
  • We might get specifics on opt-ins when the iOS 14 update hits. Gil David recently posted a screenshot on Twitter, revealing that Facebook might show advertisers the exact percentage of users that allow tracking in the iOS 14 privacy update.

Users are becoming increasingly privacy-conscious. And, as we saw with WhatsApp, a viral pushback from users can cause a company to seriously change its plans.


TIKTOK

TikTok passes Facebook for usage time

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We’ve got the data: Users are now spending more hours per month on TikTok than they are on Facebook.

A recent report from App Annie revealed that users on TikTok are now spending an average of more than 20 hours per month on TikTok, while Facebook users are spending just over 15.

Search Engine Journal posted a detailed breakdown of the findings, but you can also check out the official report here.

The most interesting part: TikTok nearly doubled its average monthly usage numbers from 2019, according to App Annie, so it’s clear that the popularity of the app isn’t slowing down.

We’d expect to see a slower gain in 2020, but the message is now clear. People are spending a lot of time on TikTok, and it’s a valuable place to reach customers!


ADVERTISING

Who would’ve thought…

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Who would have thought about targeting this type of traffic?

This is the reaction that Google’s Dynamic Search Ads generate – you can use this ad format to expand your traffic to segments you wouldn’t have thought about reaching.

Let’s clear up some confusion, first.

What are Dynamic Search Ads (DSAs)? They’re similar to common search text ads. But, they show up based on the content of your website.

As Shannon Macklin says in this piece, Google crawls your website and then matches it to search terms that are closely related to the content on your site.

Then, Google automatically creates headlines and picks the pages to match the search term.

Low maintenance campaigns!

DSAs can lead to expansion opportunities, letting you discover new queries you weren’t targeting.

They can work really well for e-commerce stores

The cool thing about DSAs is that you can let Google match your products to pages to users’ queries, and let machines do the job. This works well for many e-commerce sites.

This process will give you insights about which products get more searches. However, remember that DSAs won’t show any images. Text only…

If you want to discover this advertising format, Shannon Macklin from PPC Hero created a basic guide to get you started with Dynamic Search Ads.


ROUNDING UP THE STACK

MARKETING: There’s a cool digital marketing center tool out from Microsoft. Thanks to reader Jens Polomski for pointing it out

GOOGLE: It’s being reported that Google is starting to block Australian news sites in the SERPs. This has stemmed from a law requiring Google to pay news publishers.

SEO: Did you know that the majority of Google searches don’t actually result in a click? This article provides more context, and solutions for tracking no-click data.

GOOGLE: Remote work is going away at Google – after September, that is. As we head into a (hopefully) more normal year, we’d expect more companies to follow suit.

TWITTER: The new verification process for Twitter starts on the 22nd, and Matt Navarra posted the activist + journalist criteria. For a full breakdown of what’s happening, check out this Twitter thread.

BIG TECH: Facebook and Google are being accused of some serious advertising collusion. The news broke a few weeks ago, but this article from the New York Times is an excellent breakdown of the details.


BRAIN TEASER

Half of me is evergreen, the other half will rot;

Half of me is of the eye, the other’s of the heart;

And half of me plus half of me makes a lovely tart. What am I?

You can find the solution here.


POOLSIDE CHAT

Cool tech, (funny) business, lifestyle and all the other things marketers like to chat about while sipping cocktails by the pool.

Give this man a job

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MrBeast, a.k.a. Jimmy Donaldson, has cemented himself as one of the internet’s smartest creators.

And, Jimmy’s grown to such popularity that it’s becoming popular for other creators to leverage his audience for their personal gain. For example…

  • There are thousands of videos, like this one, where people promise to do something crazy if MrBeast comments on their video. He frequently does comment, and frequently the YouTubers do not end up doing that crazy thing.
  • Or, there are videos where people will do extravagant things just to meet MrBeast. In this video, a guy biked across the United States to deliver a penny to MrBeast. He ended up gaining tens of thousands of subscribers as a result!

But we came across something new over the weekend: A guy named Michael Lim created an entire landing page, and rap music video (he’s not a rapper), to ask MrBeast for a job.

You can check out the landing page and the video here. It’s pretty impressive. Plus, Michael has a solid growth marketing history, having worked with people like Noah Kagan.

The landing page and video are top-notch. Jimmy, give this man a job!

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