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GOOGLE

Google Ads: Ad Strength > Quality score

Have we been focusing on the wrong thing all along?

After Google announced last week that it would no longer support expanding text ads, many PPC experts wondered if the company would also change its Quality Score.

According to Ginny Marvin, Google’s ads product liaison, the answer is no.

A plot twist: Ginny didn’t stop there. In fact, she told us something unexpected:

While the Quality Score isn’t changing, it’s also something you shouldn’t focus on that much. (Gasp!)

Focus on this instead: Ad Strength. Use that as a tool to boost ad performance. According to Ginny, improving Ad Strength from “Poor” to “Excellent” increases clicks and conversions by 9%. She also posted a few more interesting tweets on the topic.

If you’re left with a blank stare after reading all of this and have no idea what we’re going on about, check out this Google article.

Clash of incentives: Asking Google for SEO advice is like asking a fish for fishing advice. Not the best idea. But asking Google for PPC advice is different; it’s like asking your investment advisor how to make more money with stocks.

It’s in their best interest to help you. Therefore, we think Ginny Marvin’s advice is worth considering.


INFLUENCER MARKETING

Want to do influencer marketing? Here’s how much influencers expect from you

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How much do influencers expect to be paid?

To discover that, Intellifluence, an influencer marketplace, polled 1,249 influencers from the US, Canada, and the UK.

How influencers want to be compensated: Most (around 70 percent) of influencers expected a combination of product and cash. 24.8% wanted to be compensated in cash only. And only 5.7 percent wanted to be compensated with a product alone.

Influencers’ pay expectations: The more followers they had, the more they expected (no surprise there). Instagram influencers with little to 1,000 followers expected around $193 per post, while those with over 80k charged over a grand.

Not all platforms are alike: Influencers on Facebook and Twitter asked for lower dollar values when compared to their Instagram counterparts.

Not all influencers are alike: Intellifluence did something interesting for YouTube and TikTok: they divided their list into ‘peer/authoritative’ influencers (non-celebrities) and ‘aspirational’ personalities (higher profile celebrities).

The price difference between those two was quite significant (we’re sure you could imagine who asked for more).

Wants vs. reality: This is a good survey with a large sample size, but we wonder if the figures are significantly lower in reality.

The reason? Bargaining.

When you factor in negotiation, what someone wants and what they get can be two very different things.


SPONSORED BY MISO ROBOTICS

Why you should invest in the future of hamburgers

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If we say AI, you’ll probably think about Facebook advertising or a Snapchat filter.

But if you say AI, all we can think of is hamburgers and fries.

Juicy, meaty hamburgers. With a lightly toasted bun. And fries on the side.

Like the ones cooked by Flippy, the world’s first AI kitchen assistant.

Flippy, built by Miso Robotics, helps restaurants triple their EBITDA. And it works collaboratively with the kitchen staff, without replacing them.

Automation is set to disrupt the restaurant industry. And you can take part in this revolution by investing in Miso Robotics.

Is there an opportunity? They are already collaborating with fast-food chains like Cali Burgers and White Castle.

Besides, at this moment, there are 800k roles unfilled that Flippy could overtake. And in the next 10 years, these unfilled roles will be 3.7M. You can check it yourself here

This is a $70B industry. Wavemaker, Levy, Los Angeles Dodgers, Compass Group, and others companies invested in its massive potential.

And you can too. Find out how you can invest in the world’s first AI kitchen assistant.


E-COMMERCE

How to create close-to-perfect Black Friday deals

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We don’t want to put pressure on you, but Black Friday is nearer than you think.

And since we know you’re already starting to prepare (because you’re one of our savvy, non-procrastinating readers), here’s a process Aaron Orendorff came up with to help you create a close-to-perfect Black Friday offer.

1) Create a three-tiered deal structure built on Black Friday through Cyber Monday’s AOV data of the last year:

  • Low value, high frequency.
  • Median value, some frequency.
  • High value, low frequency.

2) Test the efficiency of different deals over Labor Day weekend or in early October.

  • Straight amount discounts.
  • Percentage discounts.
  • Gifts with purchase (GWP).

Make the sales event last 24 hours to simulate real holiday urgency. And use email and paid social to promote the deals.

3) Send your page with an early access coupon code in chronological order to different customers a few days before Black Friday:

  • VIP Customers.
  • Loyalty members.
  • Customers who haven’t ordered in the last 21 days.

Mind that gifts and discounts need to increase at each level.

For instance, for percentage discounts it would be:

  • Spend $100, get 25% off – Low value, high frequency.
  • Spend $175, get 30% off – Median value, some frequency.
  • Spend $250, get 35% off – High value, low frequency.

4) Apply the winning offer sitewide without codes on Black Friday. Send email subscribers and paid visitors to landing pages with pre-built bundles.

Bonus. Really win over your Black Friday shoppers by implementing these four things:

  • Default to free shipping. But if free shipping is a margin eater, set it from the second tier (median value, some frequency). If free shipping is not an option, use GWP at the second range.
  • Downsell “mystery” gifts and upsell “Also bought with” at the cart level.
  • Offer shipping insurance or expedited shipping at the checkout.
  • Offer buy-now-pay-later.

And now, just like that, you’re ready to dominate your sales this holiday season.


ROUNDING UP THE STACK

LEAD GEN: Started in a Frankfurter living-room, Big Bang Ads has grown and proved its success for 20 years. Europe’s leading B2C lead generator via free online sweepstakes has offers across four continents. Get paid to generate leads with Big Bang Ads. Use code Anniversary+200 for a 200€ Birthday Bonus.

TWITTER: What’s likely to trend in fall? Twitter has the answer.

SEO: Google’s page experience update is now complete. You can all take a sigh of relief now.

MICROSOFT: Marketing developers, rejoice. Bing’s Content Submission API is open to everyone.

WORDPRESS: Someone call pest control: WordPress has a bug. This time, it’s Gutenberg’s template library that’s at risk of affecting over a million websites.

GOOGLE:https://developers.google.com/search/docs/advanced/mobile/google-discover Want to learn how to use Google Discover? Here’s a guide straight from the horse’s mouth.

*This is a sponsored post.


BRAIN TEASER

This thing runs but cannot walk, sometimes sings but never talks. Lacks arms, has hands; lacks a head but has a face. What is it?

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.

What’s cooler than flying cars? Flying motorcycles

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…and they’re starting to become a reality.

This cool-looking flying motorcycle just passed its flight test. The bad boy is expected to be commercially available in 2023, according to Jetpack Aviation, the company behind it.

No need for a pilot license: Yes, you usually need this type of license for things that, well, fly. However, the manufacturer of this motorcycle hopes to have an “ultralight” version that requires no license.

Whether or not that will fly (pun absolutely intended) with regulators is a different story…

You need a pilot budget though: This flying motorcycle will be priced at around $381k.

So at the end of the day, it is your choice: do you want 3 Ferraris or one of these?

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