Switching Up

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SEO

Google: Here’s why your titles are now different in our search results

It’s not a bug. It’s an update…again.

Google has confirmed that they are changing the way web page titles are generated in search results, effectively putting an end to days of SEO speculation:

“Last week, we introduced a new system of generating titles for web pages. Before this, titles might change based on the query issued. This generally will no longer happen with our new system. This is because we think our new system is producing titles that work better for documents overall, to describe what they are about, regardless of the particular query. “

Document > search queries: Google will no longer change the title based on what users enter in the Google’s search box. Instead, they’ll increasingly use the page’s content to determine the best title to show.

Percentage of web pages that will be affected: Approximately 20%. According to Google, they still use content from title tags 80 percent of the time. With Google being Google, we expect this percentage to rise over time.

What you can do about this: Start paying more attention to the content you put in your header tags.

Google claims that their new system “makes use of text that humans can visually see when they arrive at a web page.” That’s especially true for text that is highly visible, such as headers.


E-COMMERCE

Large platforms want their users to shop more. We don’t mind

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Go where the money is: shopping. That is what TikTok and Google are doing with their latest updates.

TikTok: We now have a better idea of what TikTok Shops will look like. You will be able to not only sell your own items, but also earn commissions by promoting other people’s products.

Google: The search engine is testing the addition of more shopping features to its search results. Do you want to buy jeans? According to Google, you might be interested in knowing:

  • What blogs had to say about the best jeans in 2021.
  • What stores people frequent when they want to buy jeans.
  • Similar products to the jeans you’re looking for.

These are the top three features that Google is currently testing.

Although we don’t know which ones will be available to everyone, one thing is certain: as time goes on, Google and other large platforms will ask their users to shop more. That’s not such a bad thing if you’re into e-commerce.


SPONSORED BY WEGIFT

Want a $50 gift card? WeGift will send you one for taking a demo of their gift card platform.

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Special offer for Stacked Marketer subscribers: get a demo of WeGift and they’ll send you a $50 gift card.

WeGift is a gift card distribution platform that allows companies to automatically send digital rewards to customers at scale.

Companies like Vodafone, Samsung, and Idle Sleep are using WeGift as the foundation of their marketing promotions.

Here’s exactly how WeGift can streamline your incentive marketing campaigns:

  • Save up to 25% on gift cards: get industry-leading discounts on 700+ brands.
  • Improve conversion rates: find out which incentives work best for your audience.
  • Streamline incentive fulfilment: automate your campaigns with their easy-to-use API.

WeGift offers a powerful API that allows you to seamlessly integrate with other systems to automate your gift card distribution process.

If your company is using digital rewards for marketing campaigns, WeGift will send you a $50 gift card just for taking a demo of their platform.

So what are you waiting for? Schedule your demo of WeGift today.


FACEBOOK

Two new metrics to better optimize your Facebook Ads

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Getting clean and precise data of your campaigns is getting harder and harder.

This makes it difficult to optimize your Facebook campaigns.

In addition, you have modeled data in your dashboard, which can make things even more confusing.

Side note for who’s asking what modeled data is: Due to Apple’s ATT and the ePrivacy Regulation in the European Union, Facebook can’t scrape every type of data from users.

Hence, their system uses data aggregated from different sources to count conversions that they couldn’t track because of the new privacy limitations.

However, in your Facebook Ads dashboard, only the number of purchases is modeled. Therefore, this metric won’t reflect the real Purchase Conversion Value and ROAS.

Yet, Cory Dobbin shared a solution to overcome this problem.

It’s about creating your own modeled metrics: Modeled Purchase Conversion Value and Modeled ROAS.

Modeled Purchase Conversion Value: Take your AOV from Shopify (year-to-date is fine, the more recent the better) and multiply it by purchases.

This won’t be the exact Purchase Conversion Value, but it will be a clearer representation.

Modeled ROAS: Divide the Modeled Purchase Conversion Value by Amount Spent.

Like the Modeled Purchase Conversion Value, it’s a rough estimation, not an exact figure.

How to use these two metrics: Use them alongside the existing ones provided by Facebook instead of replacing them.


ROUNDING UP THE STACK

E-COMMERCE: Do you want to see how this supplement brand comfortably runs Facebook ads that would get you banned in an instant? Then you must read this deep dive by Insights (available only with an active subscription). Have a look at the free preview here. *

FACEBOOK: Christmas is only 121 days away and Facebook wants you to get ready. The company just published a marketing guide to help you with Christmas campaign planning.

COPYWRITING: Raving fans. We all want more of them. Here are 2 interesting copywriting approaches that will get people other than your mom liking your business.

TWITTER: The social network is trying to come up with more excuses to show you Spaces. This time, they will show you Spaces that people you follow listen to.

ADVERTISING: If you’re in the travel industry, here’s a marketing channel worth exploring: Microsoft Ads.

GOOGLE: Good or bad? Google My Business posts will appear on third-party Google services (like Maps and Search).

TIKTOK: We already know that YouTube and TikTok want to become like one another. This time, TikTok is experimenting with increasing the maximum length of a video to 5 or 10 minutes.

MOBILE: Don’t underestimate lobbyists. South Korea has postponed Google and Apple’s in-app payment ban “until further notice.”

*This is a sponsored post.


BRAIN TEASER

In 1990, John was 15 years old. In 1995, he was 10 years old. How can this 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.

OnlyKidding

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Here’s an idea for getting free publicity: Take your company’s core offering and announce that it will no longer be available. Customers will despise you, and the media will portray you as insane because you are bankrupting yourself. Everyone is going to be talking about you.

Then, a few days later, say “just kiddin’!”

If you don’t believe this works, just look at OnlyFans.

The company published a tweet stating that they “have secured assurances necessary to support our diverse creator community and have suspended the planned October 1 policy change.” Only a few days ago, OnlyFans stated the opposite, and the internet went nuts.

Many creators on the platform stated that this whole experience reminded them of a past relationship with an abusive ex-boyfriend.

Some said they’ll be updating their status with OnlyFans from “in a relationship” to “it’s complicated.”

One even suggested the company change its name to OnlyKidding.

In any case, we think the company’s PR team should get a bonus. They managed to get the entire internet to talk about them in just a few days. Pure marketing genius.

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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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