Ramping up

 

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E-COMMERCE

E-commerce is ramping up faster than anyone expected

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If we had $50 in Facebook ad credit for every time somebody on the internet definitively declared their favorite marketing trend as ‘the next big thing’, we’d be running a multi-billion dollar e-commerce store.

As it turns out, though, the next big thing might actually be multi-billion dollar e-commerce stores. We got a healthy assortment of e-commerce news yesterday, all of which was pretty positive for those of you who like to sell things online. Here’s a breakdown:

  • Walmart’s e-commerce sales were up 97% in Q2. The company just released their Q2 report, and that stunning e-commerce figure is the biggest takeaway for marketers. A global pandemic definitely helped prop that number up, but this could be a sign of ‘the new normal’ for e-commerce, at least for the foreseeable future.
  • You can list your products on Bing Shopping for free. Bing’s been making some moves lately, from releasing a fancy indexing tool to, today, announcing that you can list your products in the Bing Shopping tab free of charge. It’s no Google Shopping yet, but the announcement might attract more customers and stores to the platform.
  • Shopify is launching a TV show. You read that right – in an effort to bring more attention to e-commerce and entrepreneurship, Shopify premiered their own TV show, ‘I Quit’, last night.

The future is shaping up to be a bright one for e-commerce, and the current world situation has only accelerated consumers’ interest in buying online. Ready to launch that multi-billion dollar store yet?


FACEBOOK

Scaling to $221K per month with consistent ROAS

Generating great results on Facebook Ads isn’t always as difficult as it seems. But, scaling those ads? It’s often a whole different story.

Cem Verghese recently shared some advice in a Facebook group, detailing how he scaled from $29k per month to more than $200k while maintaining a consistent ROAS. Here’s how he did it:

  • Be as clear as possible about your ROAS numbers. For Cem, knowing when he was able to step on the gas and when to hold back with his spend when it came to ROAS was a huge factor for success. Work out specific ROAS targets, minimums, and thresholds – then stick to them.
  • Test more creatives than you think you need. Cam tested 131 individual creatives, ranging from videos showcasing the product to images with customer questions and testimonials. Test your creatives, find what works, and scale your spend from there.
  • Consider playing around with LTV when creating audiences. This one is a bit of a ‘hack’, as Cem puts it, but here goes: increasing the LTVs of your top 10% of customers by a factor of 10 and decreasing the LTVs of your bottom 10% of customers by a factor of 10 can help Facebook’s algorithm to target your audience better. The idea is that Facebook will search for audiences similar to your customers with the highest LTV.
  • Get into that comment section! The comment sections are usually the most beautiful place on the internet anyway, so dive in and engage with your customers!

The Crew’s take: There are plenty of rags-to-riches advertising stories out there, but Cem’s advice is solid – take it for a spin on your current campaigns!


SPONSORED BY ZEROPARK

Sports are back at full speed. Are your campaigns ready for prime time?

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With the UEFA Champions League Final happening this Sunday, NBA hurtling into the playoffs, major tennis tournaments worldwide, and the new NFL season right around the corner, it’s harvest season for affiliate marketers running sports-related campaigns.

The online coverage of those events will be bigger than ever this year (thanks, COVID-19).

Combine this with the hype surrounding the restart of sports and the usual performance spikes of affiliate campaigns around big events – it makes for an unmissable opportunity.

The Zeropark Team gathered all the intel you need to run successful campaigns in one blog post. Check it out to see how you can boost your affiliate revenue in the coming weeks.

To help you kickoff instantly, Zeropark has also prepared a free ebook about sports-betting campaigns, which includes:

  • The best geos for your campaigns.
  • Recommended sports-related affiliate programs and networks.
  • Examples of the best creatives.
  • Expert tips on bidding strategy.
  • Keywords you should target.
  • A Zeropark source whitelist to pre-optimize your campaigns.

Read the article and download your free Zeropark Sports Betting eBook here.


SEO

Does internal linking really boost traffic?

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Let’s get the obvious answer out of the way: there isn’t always a clear answer. However, this case study by Emily Potter at SearchPilot might surprise you – but not for the reasons you might be thinking.

The goal of the case study was this: what happens to the traffic of high-level category pages when internal links to lower-level category pages are added? If that sounds a bit confusing, Emily linked from her bigger pages to her smaller pages and looked at the results.

Curious to find out what happened? Here’s the case study.

The test was conducted for Iceland Groceries, an online groceries store. The site architecture has three level categories:

  • “Frozen” category (level 1).
  • “Frozen Fish & Seafood” (level 2).
  • “Frozen Fish Fillets & Steaks” (level 3).

Before the test, the only way to navigate between these levels was through the main navigation.

What did the test consist of? They added additional linking between level 2 and level 3 categories, by including buttons with links to level 3 category pages at the top of the level 2 category pages.

Hypothesis: The initial thought was that linking to these level three category pages would cause a bump in traffic for those pages.

The results? A combined 25% spike in organic traffic across both level 2 and level 3 pages.

But the surprising part came up when they analyzed the data for the single categories. Level 2 pages had an estimated 20% lift in visitors, meaning that the internal links benefitted even the pages being linked from.

According to Emily, the result is due to the improved information architecture of the website, by creating clearer crawl paths for both Google and users. This case study goes to show that creating a better overall user experience will, usually, benefit your site overall.


ROUNDING UP THE STACK

COPYWRITING: When Barbara Corcoran wasn’t initially accepted onto Shark Tank, she wrote a letter arguing for a place on the show – it’s been trending, and it’s definitely something copywriters should check out.

GOOGLE: A new feature in Google Search Console will let you check if your AMP pages have any SXG (Signed Exchange) related issues that are preventing Google from serving the SXG version of the page.

FACEBOOK: Users are getting increased control for both their ad preferences and the brands they choose to see ads from.

TIKTOK: Is TikTok really known for being the platform of inspiration and positivity? That’s (very) questionable, but the company did launch a new ad campaign to communicate just that.

SNAPCHAT: In an effort to make Snapchat content easier to view for more people, the company is experimenting with making certain types of content viewable outside the app.

WORDPRESS: The latest version of WordPress is breaking some sites, and this article from Search Engine Journal explains why.

YELP: Lead gen on Yelp? The company is repositioning themselves as a one stop shop for local businesses, with updated ‘Request a Quote’ forms and more.

INFLUENCER MARKETING: If you saw Taylor Swift comment on the Instagram of an up-and-coming artist, would you want to check out that artist’s music (well, if you’re a Taylor Swift fan)? Taylor Lagace explores a potential new influencer tactic in this Twitter thread.


BRAIN TEASER

What makes this number unique: 8,549,176,320?

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.

You know you’re a social media manager when…

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Matt Navarra has one of our favorite social media-related Twitter accounts out there, and last weekend, he started a thread with the same title as the header of this section.

We read through every single one of the comments, and here are our favorite responses:

“You’re expected to become a copywriter, planner, strategist, insights analyst, art director, designer, filmmaker…But the pay’s the same as when you started.” – Leo Birch

“You get handed a video you’ve never seen before, and get asked to make it go viral” – Owen Williams

“You have to double-check that you are sharing something on your personal account and not the business page.” – Tamiracle Williams

“You spend your vacation time stalking your brand’s feeds to make sure nothing is going wrong” – Cassidy Rota

If you’ve ever had to do any social media management, all of these probably hit home – it might be one of the most unappreciated marketing positions out there!

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Stacked Marketer was built to filter through the daily noise that exists in the marketing world. It’s a digital marketer’s 7-minute daily read, jam-packed with the latest news, trends, tech and actionable advice.

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