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ADVERTISING

Two weeks later: How is Apple’s IDFA affecting ad costs?

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No IDFA, No Problem.

No, it’s not just a catchy phrase. It is the name of an initiative launched by the Post-IDFA Alliance, a group of several large adtech companies with access to vast amounts of data.

The group has just published a post in which they examined the impact of iOS 14.5 on mobile advertising. Their data ranges from April 26th, when iOS 14.5 was released, up to May 9th.

Here are the user-specific insights:

  • On average, 12.9 percent of Apple users have installed iOS 14.5.
  • 16.8 to 36.5 percent of users who installed new apps chose to share their IDFA identifier by clicking on the “Allow” screen.

Here are the advertiser-specific insights:

  • Ad spend on iOS did not change a lot; some networks reported a small decrease in spend, ranging from 2.5 to 3.5 percent, while others reported a 3.32 percent increase.
  • Ad spend on Android increased by 8.29 to 21 percent.
  • According to preliminary data, CPMs on iOS 14.5 have decreased by roughly 2.4 to 8.73 percent.

Why should you care: It appears that, on average, marketers are spending more on user acquisition after iOS 14.5. There is also a temporary opportunity to get cheaper iOS visitors, but this is unlikely to last long as people gain confidence in spending against IDFA-less traffic.


GOOGLE

Google wants to turn Chrome into a cart abandonment recovery tool

Google made a slew of announcements at its I/O event. One of them had to do with Chrome and abandoned carts.

How it will work: When you open a new tab in Chrome on your desktop, you can scroll with your mouse. You’ll see a list of shopping carts that you haven’t completed.

How this will affect you: More Chrome users may convert on your shopping carts. However, we do not yet know if you will need to do something in order for your cart to appear in the list.

Google has also announced a few more e-commerce updates, in addition to the recently announced Shopify integration:

  • Users will be able to link loyalty programs to their Google accounts, allowing them to see more realistic price comparisons when using Google Shopping.
  • If you see a cool photo of a basketball player and want to see the shoes they’re wearing, you can now do so with Google Lens. Image search in e-commerce is becoming a thing.

SPONSORED BY ATTEST

“You don’t know anything about your consumers”

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That’s probably what Charlotte Langley said to herself in the mirror last Valentine’s Day. She’s the Brand & Communications Director at Bloom & Wild, a direct-to-consumer flower brand. Let us explain…

This 2021, Bloom & Wild blew away all expectations by doing what a flower brand would never think of doing on Valentine’s Day: They stopped selling red roses.

It was not a risky move: Bloom & Wild started questioning red roses after using Attest.

Attest assists companies in profiling their consumers to develop an effective marketing strategy. And Bloom & Wild used it to discover that 79% of people prefer to receive a thoughtful gift on Valentine’s Day, rather than something traditional like red roses.

There’s more: Red roses were ranked as the least favorite gift that people had received for Valentine’s Day.

This precious insight was enough for Bloom & Wild to crush their competitors. Not only did they get 4x more sales. The “No Red Roses campaign” helped them achieve impressive media coverage, with 30 articles mentioning the campaign.

You never know enough about your market, do you? Attest can help you unlock the obscure realities hidden in your consumers’ minds.

Read exactly what Bloom & Wild did here.

Find out more about Attest.


COPYWRITING

Lessons from roasting 200+ landing pages

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“Why aren’t my visitors converting?”

In the last twelve months, Olivier Meakings tried to address this question for over 200 startups. Not only did he help these companies make much more money, he also learned a lot about high-converting landing pages.

And here are some of the lessons:

+ Focus on one idea: This is a basic copywriting principle, but many businesses refuse to follow it. On your landing page, focus on one problem you want to address and one action you want users to take.

+ Focus on your USP: Your unique selling proposition is what sets you apart from the competition. Include it on your landing page.

+ Place social proof elements above the fold. Also, make sure that these testimonials, ratings, awards, or quantifications are relevant to the user.

+ Twist the knife in the wound: We’re all dealing with problems. But we don’t go about our days thinking about them. That is why you should not simply bring up your prospects’ pain points. You must expand them and paint a picture in their heads of how these problems are affecting their lives.

+ Narrow it down: Build a landing page for the most specific persona possible. Then, once you start getting signups, create another landing page for a different persona.

+ Don’t ask too soon: Nobody will sign up without first understanding their problems, your solution, and your pricing. Tip: Write a list of what a visitor needs to know before they will sign up. Make sure this information comes before your first CTA.

+ Address objections: You can create a FAQ section addressing the most common doubts at the end of the landing page. But smart marketers address objections before they even arise. The first step, however, is knowing these objections.

+ Know your stats: Don’t just track your landing page performance. Understand your numbers across your whole funnel.

We are confident that this post provided you with at least one idea for increasing your conversion rate. And for more ideas, read the entire article here.


ROUNDING UP THE STACK

E-COMMERCE: The world is becoming more digital faster than ever before. According to GroupM, 20 percent of all retail sales will most likely occur online this year.
The current figure is roughly 16 percent.

CONTENT MARKETING: Zoom wants to become the go-to platform for all-things-events. The company is launching a new platform named “Zoom Events”.

NEWSLETTERS: Newsletter discoverability is a major problem, and newsletter cross-promotion is one of the best ways to solve it. So, Revue is integrating a cross-promo feature.

GOOGLE: Yes, Google wants to give ads more real estate once again. Some users have noticed that Shopping ads are now appearing vertically on mobile devices.


BRAIN TEASER

I am tall on Saturday and Sunday. I am short on Tuesday, Wednesday, and Thursday. You cannot find me on Monday and Friday. 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.

Dracula’s castle in Romania offers tourists vaccine

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If you wanna get your COVID vaccine in fashion, Romania has a solution for you.

Visitors to Dracula’s Bran Castle can now get jabbed with a Pfizer shot. The jab will be with a needle (not fangs) and in the arm (not the neck).

This is part of the government’s initiative to encourage more people from Romania to get jabbed in style. The medics will also wear fang stickers on their scrubs, because, why not.

We’re not sure if the jab will include an optional blood “test” as well. So far, no side effects have been reported – other than sensitivity to garlic, light, and bouts of hunger, of course.

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