Self-upgrade

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GOOGLE

A timely Performance Max upgrade, plus new Display & Video 360 updates

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Whew, talk about incentives.

Google just dropped two updates that could impact your holiday performance…

Hint, hint: Google launched a self-upgrade tool to help you upgrade your Smart Shopping and Local campaigns to Performance Max and “get a head start on the holiday season.”

When you upgrade, your campaign performance history carries over. No need to re-enter the learning phase. Also, your campaign settings will transfer to the new campaign.

Don’t put off this upgrade: If you have access to the tool but don’t upgrade, you won’t be able to do so until 2023.

The update should be available to all advertisers and will continue to roll out until the end of September.

Taking bids: Finally, Google announced two new custom bidding functionalities for Video & 360:

  • Optimize for attention: Google added “player size” and “audibility” bidding signals, and also extended custom bidding to support CTV.
  • Optimize for user paths: Now you can activate data coming from any new Analytics 4 property in Display & Video 360.

Why we care: Not updating to Performance Max before the holidays could leave you in deep water if Google Ads stops performing or getting support. Better to be safe than sorry.

On a more cheerful note, the new custom bidding options for Video & 360 could give your campaigns a little more oomph for the big season.


PODCASTS

Podcasts are becoming more visible on major platforms

Running a podcast and/or podcast ads? Then listen up…

YouTube is dedicated: According to reports, YouTube plans to launch a dedicated homepage for podcasts.

The new page will help users explore podcast episodes and creators, and will also recommend podcast content. Right now the URL is only live for US users.

Twitter’s making plans: The platform plans to add podcasts to its dedicated audio tab, next to Spaces and the forthcoming Stations tab.

Like YouTube’s homepage, the audio tab will let Twitter users browse relevant audio content and discussions, while giving creators another place to promote their work.

Why we care: Giving podcasts greater visibility would expand their reach to more platform audiences, attracting new audiences and, likely, more revenue.

… And if designated podcast pages work out for YouTube and Twitter, it wouldn’t surprise us if other platforms give podcasts a lift, too.


SPONSORED BY AFLUENCER

10,000+ creators are waiting to promote your brand to their audience

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Ever heard the legend about El Dorado?

In the 16th and 17th centuries, Europeans believed that somewhere in the New World there was a city made of gold called El Dorado.

Countless explorers went looking for the golden city… but never found it.

Thankfully, when it comes to social media marketing, El Dorado actually exists… Sort of.

Many marketers think they can find it on their own, so they spend countless hours, money, and neurons on the search.

But Afluencer already pre-vetted 10,000+ creators and microinfluencers from different niches for you.

They can match your brand with qualified creators in minutes. Who will, in turn, promote your brand on Instagram and TikTok.

All you have to do is register and post a “Collab.” Creators will apply and you can chat with them directly.

No work. No sweat. No getting lost in the jungle.

Meet authentic creators and micro-influencers here.


SEO

5 underused ways to structure data for e-commerce websites that can get more traffic

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The life of an SEO is similar to that of an engineer.

You design and structure data in your content backend so Google’s crawlers better understand what it’s all about, helping you to rank higher.

In the SEO world, structured data is better known as schema markup, and it’s mostly responsible for contributing to Google’s rich results, including snippets and “People also ask” sections.

Even if you’re familiar with some of these, Emilia Gjorgjevska’s article highlights some of the most underused schema markups, particularly for e-commerce websites.

Let’s bulk up your store with structured data…

1 – Organization schema: You know how when you’re searching for a well-known brand, and an entire snippet with company data appears to the right of your results page?

That’s an organization schema… and it’s super valuable if you have multiple brands under one umbrella. It helps search engines differentiate between offerings and brands.

2 – PriceSpecification schema helps Google understand your prices and match them with competitor’s products to find out if your offer is better or not.

For example, if someone searches for cheap Nike shoes, Google will look for this schema to gather more accurate data and prioritize it on the results page.

3 – Car schema: This is one example of when businesses should use a specific schema where possible instead of the more general Product schema.

If you’re dealing with cars, Google’s Car schema helps explain your business to the algorithm in more detail.

4 – Shipping schema: Big retailers use ShippingDetails markup to tell the algorithm their delivery information.

This is where you can include “deliver to ” data, whether shipping is free, expected delivery time, and more for crawlers to easily pick up.

5 – FAQ schema: Here’s a trick. You can include relevant customer queries in website category pages. This can help your website appear in the “People also ask” snippet.

Hopefully this helps you structure data for more—and better—traffic. Good luck!


SPONSORED BY SUPERSIDE

Imagine getting Rolls Royce quality images and videos delivered overnight…

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Ever received a package you were really excited for sooner than you expected?

Working with Superside gives you the same feeling.

You get images and videos crafted by the top 1% of designers on the market… delivered 20X times faster than hiring creatives in-house… and at 50% of the average market cost.

450+ of the world’s top brands rely on Superside.

Find out why.


THE CREW’S INSIGHTS

A powerful storytelling framework from the author who raised $41M on Kickstarter

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“Marketing is about storytelling.” Or so they say.

But if we’re honest, “storytelling” in marketing often boils down to a clever line or two of copy on a landing page, and nothing more.

The unfortunate fact is that, while many marketers are great at their jobs, few understand what good storytelling really means, or how to use it to sell things.

So why don’t we turn to the real storytellers for help?

Enter Brandon Sanderson.

He’s one of the best-selling fantasy authors alive, recently raised $41M on Kickstarter for a handful of his books, and knows a thing or two about both marketing and telling stories.

Brandon has a rule for writing magic systems in stories: “Your ability to solve conflict with magic is directly proportional to how well the reader understands said magic.”

Now swap “magic” with “your product”: “Your ability to solve conflict with your product is directly proportional to how well the reader understands your product.”

See it? The principle is the same in both fantasy storytelling and marketing.

Your customer needs to understand why, and how, your product is able to solve the problem they’re having. Otherwise, it won’t click, and you won’t sell.

What to do now: Take this principle and comb through your website, ads, emails… Anything you can get your hands on.

Does your copy show enough examples of your product at work? Does it include enough stories about problems solved and lives changed?

Ask yourself if your reader understands your product well enough to know why they should buy it.

Chances are there are more than a few ways you can tell more stories about your product.

No better time than now, before the holiday season arrives!


ROUNDING UP THE STACK

ADVERTISING: Stop relying on crowded—and expensive—ad channels and unlock the power of newsletter ads instead… Precise targeting and 3x more engagement than paid social. Swapstack enables you to sponsor hundreds of newsletters read by your potential customers. Flood your funnel with engaged users.*

GOOGLE: Be careful who you let post on your website. A search expert at Google recently explained that you are responsible for all content on your website. Meaning, for example, that websites collecting user reviews can be flagged for low quality.

INSTAGRAM: Can’t take the copycat out of the Insta. Instead of miming TikTok, Instagram is now planning to swipe from BeReal with Candid Challenges. Like they say, if there’s a new social media trend, you can be sure Instagram will add it.

E-COMMERCE: Is this Amazon’s next big competitor? Pinduoduo, the largest Chinese e-commerce company, is preparing to enter the US market. That could be good news for merchants and marketers hoping for new opportunities…

*This is a sponsored post.


BRAIN TEASER

What English word is spelled easily with just one eye?

You can find the answer here.


POOLSIDE CHAT

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

Ignore the splooting squirrels

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plooting? Yep, that’s a real word.

You know how certain dogs lie down flat on their stomachs with their cute little butts up and hind legs stretched out? That’s splooting.

Apparently, squirrels do it too. And it’s equally cute!

Squirrels came into the spotlight a few weeks ago when New York City’s Department of Parks & Recreation told residents “not to mind splooting squirrels.”

Turns out the nut-loving furries “sploot” to cool down during baking hot temperatures.

Oh, and about the origin of sploot… Well, we’ll let you google that.

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