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GOOGLE

Google’s “Page 2” search results will now load automatically

The best place to hide a dead body is on page 2 of Google’s search results.

Google just made this SEO joke a bit less relevant with their continuous scrolling update.

What’s this update about: When you reach the bottom of a search result page on your phone, you won’t have to tap to go to the next page. Instead, “page 2” results will load automatically. No click/tap needed.

The (official) reason for the update: According to Google, most people look at up to four pages of search results when looking for additional information.

The update should turn the decision of “should I click the next page to see more results?” into, well, no decision at all. Google will show users the results automatically.

The impact on Google Ads: Google explained the update’s impact on ads in a blog post:

  • Text ads can appear at the top of the second page and beyond. Fewer ads will show at the bottom of each page.
  • There is no change in how Shopping and Local ads appear.
  • Search, Shopping, and Local campaigns for US-English queries may see more mobile impressions. This can reduce CTR, but clicks, conversions, and average CPC and CPA should remain flat.

Availability: For now, this change will affect most English searches on mobile in the US


ADVERTISING

Twitter tests showing ads under replies

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Twitter wants to show users more ads (actually, what platform doesn’t?).

Bruce Falck, a Revenue Product Lead at Twitter, tweeted this announcement explaining that you should see ads after the 1st, 3rd, and 8th reply under a Tweet. That’s a lot of ads.

Not native: These ads, unlike in-feed ads, don’t look like regular Tweets. They have round borders and a gray background.

A trend? About a month ago, we reported on Reddit showing ads under conversation threads. Twitter is now attempting to do something similar. Will we see Facebook Ads in between Facebook post comments next?

The impact of Twitter advertisers: Given that this is a global test on both Android and iOS, Twitter advertisers should see an increase in impressions. This could reduce ad costs. It all depends on how widely Twitter rolls this out.

If you’ve been on the fence about trying Twitter as a paid acquisition channel, now might be a good time to take the plunge.


SPONSORED BY SOMIN

AI can slash your working hours by 42%. But is your business ready?

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Ad bidding, target audience research, optimization, and predictive analysis.

If you run ads, you take care of these tasks daily.

But do you think that top-performing brands do the same?

Absolutely not.

They implemented AI into their marketing stack and they let technology work for them. It’s better!

This isn’t our opinion. It’s data: According to a Forbes study, top-performing companies are more than twice as likely to be using AI for marketing.

  • No money wasted on the wrong targeting.
  • No money wasted on testing the wrong creatives.
  • No money wasted on the wrong influencers.
  • No money wasted during the optimization phase.

Why don’t you join them?

SoMin is a platform that helps companies boost their advertising campaigns using AI.

Take this free quiz to discover if your business is ready for AI. Or will it be smashed by competitors who properly implement AI?

Are you ready to cut the inefficiencies?


FACEBOOK ADS

Anti iOS14 lead generation strategy

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Stay on Facebook. Literally.

That’s how you generate cheap leads in a post-iOS14 world: by tracking your whole lead generation funnel.

With Facebook Lead Generation Forms, users do not have to leave Facebook to opt-in. No pixel is needed, so all the data stays in Zuck’s hands.

But as Sean Johnston explains in this Search Engine Journal post, forms aren’t the only way to generate leads without leaving Facebook.

Enter Facebook lead generation chat campaigns.

Click to Messenger Ads have been used mostly to start conversations with users. However, you can run a Facebook Ads campaign with a lead objective and use the Automated Chat as the lead method.

When Sean Johnston tested lead generation chat campaigns, he saw some interesting results:

  • CPMs went down by almost 50%.
  • The CTRs to chat were lower, but the conversion rate of the chat was similar to the conversion rate of standard forms.

This netted out in a 30% lower cost per lead.

And there’s an extra benefit: You still have conversations going on in Messenger. This means you can use this other channel to convert propsects. Or stay in touch with them.

Bottom line? They’re definitely worth a test. And since Facebook Lead Forms and the Lead Chat option give a smoother experience than the traditional ad and landing page funnel, they’re consequentially cheaper.


SPONSORED BY INSIGHTS

Here are 100 pages of marketing insights, straight from our deep dives, for free

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Seven months ago, we launched Insights.

We now have 8 full deep dives on brands like Snow, Morning Brew, PEEL, Huckberry, SIMULATE, Pete & Pedro, Goli, and LadyBoss. That’s 1,000 pages of insights about paid social, SEO, content, email marketing, and more.

Anyone can read over 100 pages from these deep dives for free right here.

Want the full 1,000 pages? Join Insights risk-free with our 24-hour money-back guarantee.


THE CREW’S INSIGHTS

How to get honest answers from customers

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Knowing your potential audience is great. Learning from the people who actually buy from you is even better. Smart e-commerce brands do this with a short survey question immediately post-purchase.

SIMULATE, the world’s most popular vegan chicken nugget brand, asks one question on their post-purchase page:

“Do you eat animal-based meat?”

You’re given a “yes” or “no” option. This helps SIMULATE learn how much of their audience is vegetarian and how many people just like the nuggets.

Customers are more likely to be honest: Someone who’s just purchased from you will have more implicit trust than a user who’s still speculative.

So, to get honest answers from customers:

  1. Ask a simple question on the post-purchase page – not in an email later (though you can do this in addition, if you want).
  2. Keep the question to “yes” or “no,” if possible. The easier it is to answer, the more people you’ll get answering it.

We pulled this article straight from our recent Twitter thread. So if you thought this was helpful, click this blue glowing link and show our post some love.


ROUNDING UP THE STACK

TIKTOK: They did it agan. The social network has been the most downloaded non-gaming app for who-knows-how-many months in a row.

GOOGLE: Give them a warm welcome, fast. The Google My Business app will allow you to customize your welcome message. It will also show you your message response times.

LINKEDIN: Due to the country’s challenging compliance requirements, Microsoft pulls LinkedIn out of China.

E-COMMERCE: Here’s the next stop for the buy-now-pay-later industry: Latin America.

FACEBOOK: Can Facebook avoid the GDPR? Yes and yes, if this EU draft decision is ratified.

ADVERTISING: If you’re in the home improvement niche, take note: Lowe’s is launching an ad network.

INFLUENCER MARKETING: Undisclosed endorsements will increasingly land influencers in hot water. Facebook, Amazon, and other companies are under increasing pressure from the FTC as a result of this.


BRAIN TEASER

You live in a one-story house made entirely of redwood. What color would the stairs be?

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.

Parents want this high school principal fired for listening to Iron Maiden

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Generation wars are nothing new. This is an interesting one, with parents and students fighting over…a metal band?

A group of parents at Eden High School in Ontario have started a petition to remove the school’s principal after she posted on Instagram that she listens to Iron Maiden. (Clearly, these parents are not Iron Maiden fans.)

According to the petition, parents are concerned about Iron Maiden’s satanic symbols (after all, the band’s third album was titled “The Number of the Beast”) and the fact that the principal is openly fan-girling the band on social media by posting pictures of herself alongside Iron Maiden merchandise.

Students have rallied around the principal, saying that “she spreads nothing but love and kindness, and is probably one of the best and most enthusiastic principals the school has ever had.”

We’re not sure who will win (parents or students), but we do know one thing: high school would have been a lot cooler for us if we had a metalhead principal.

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