The end.

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ADVERTISING

The end of the beginning

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It’s official: iOS 14.5, along with ATT, will be released next week.

In case you’ve been living under a rock: ATT (App Tracking Transparency) is a major advertising update that everyone’s been doomsdaying about. If you have a mobile app and want to track users using their device ID, Apple will now prompt them with a pop-up asking for tracking permission.

The implications of this are huge: Facebook is preparing to sue Apple as a result of this change. Other major advertising networks are likely to suffer as well. Marketers are predicting that, thanks to ATT, advertising will become more unpredictable.

It’s already happening: People on Twitter are reporting huge spikes in CPMs, likely due to some advertisers going for “Android only” targeting. This is only a few minutes after Apple’s announcement.

Are you seeing any significant changes in your campaigns as a result of this announcement? Please let us know. We plan to do a separate piece about this in the near future, where we’ll feature more people’s experiences.


GOOGLE

Target CPA & ROAS aren’t going away

In other, not-so-dramatic news, Google has announced that Target CPA & Target ROAS aren’t going away. They will now be grouped under Maximize conversions and Maximize conversion value bid strategies, respectively.

The background: Back in February, Google announced a plan to reorganize bidding strategies on their Ads Developer blog. Many people misinterpreted this announcement as the end of Target CPA and ROAS bidding. This forced Google to update the language in their existing blog post, clarifying that Target CPA and ROAS bidding aren’t going away.

That wasn’t enough though, and rumors spread like wildfire. Google has now made an official announcement on their official Google Ads blog, re-confirming and announcing the change.

The Crew’s take: While this is more of an UX change than a functional change, it still aligns with Google’s goal of automating ads as much as possible.

Google has clearly been attempting to get their ads product to a point where you enter your product and business goals, and the AI does the rest. Some of the last manual “breaks” you can set in your campaigns are target CPA and ROAS.

UX changes like these, in which certain features are hidden, usually encourage people to take the easy route and use what is readily available. We suspect this was Google’s primary motivation for making the change.


SPONSORED BY INSIGHTS

Uncover the marketing insights behind a $100M direct-to-consumer brand then talk to their CEO live on Zoom

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Is this the perfect combination or what? Hear us out…

On March 1st 2021, we published our very first deep dive about Snow Teeth Whitening. It’s 150+ pages filled with all the tactics and strategies they use. Whether that’s their influencer campaigns, funnels and product pages, FB Ads, SEO, emails and even SMS – it’s all there.

Not even professional audits go in such detail! You can see the preview of it for free here – and that’s just 10% of it!

Well, Insights subscribers have the chance to talk to Josh, the CEO and founder of Snow, live on Zoom.

Josh will be our guest this Friday, 23rd April 2021 for our weekly Zoom session where Insights members ask questions live. Want to join?

All you have to do is subscribe to Insights for $99/month. You will also get:

  • At least one new deep dive every month.
  • All previous deep dives. Snow and Morning Brew deep dives are already published and the third one is scheduled for 1st May, 2021. You will get 3 deep dives in your first month!
  • Weekly live community calls such as the one with Josh.

Unsure? Try it out risk-free for $99/month. If it’s not for you, just message us within 24 hours of your sign up and we’ll refund you.


FROM THE CREW

Halfway there. How do you like your chances for getting the MacBook Air we’re giving away?

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It’s Wednesday, ladies and gents!

That means you have just a couple of days left to refer marketers to our newsletter and get tickets for our MacBook Air raffle.

In case you need a reminder: Until Friday, 23rd April 2021, every new reader you refer using your link here will give you a ticket for the raffle. At the end of this period, we’ll draw one lucky winner of a new MacBook Air.

Click here to grab your referral link.

Keep in mind the giveaway rules, of course–don’t get sneaky!


SEO

What makes a link a high-quality one?

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We’ll let the link-building expert, Paddy Moogan, do the talking.

In this blog post on Moz, he shared different factors to consider to judge the quality of a link: relevance, authority, and diversity

Let’s break them down:

+ Link relevance

  • Page relevance: You should get links from pages that have content relevant to your website. Think about your target audience, and what kind of content they would be reading. Those are the pages you should get links from.
  • Topical relevance: This is about what happens on the pages of your website that get the link. Obviously, the content of these pages must be relevant to your audience and brand.

+ Link diversity

  • New links vs. existing links: Getting many links from the same domain is useful. But you should try to get them from lots of different domains. Links from new domains show Google that you truly are a high-quality website.
  • Type of linking page: You want diversity in the types of pages that link to your website. Is it a forum? Is it a blog post? Is it a new website? Aim for diversity.
  • Position of link: This is less important than the others, but you should still keep an eye on it. If you’re getting lots of links from website footers, that’s not exactly a prime location for someone to actually click on and come through to your website.

+ Link authority: This is about how much strength, authority, and link equity a domain can pass to you from their own. Think one step further, and ask yourself who links to the websites that link to you. The higher the authority of these websites, the stronger the link.

These are the three factors to keep in mind.

And for more information, Paddy Moogan talks about one last principle to keep in mind, link sustainability. You can check it out here.


ROUNDING UP THE STACK

LINKEDIN: The social network examined their data to determine which types of InMails receive the highest response rate.

CONTENT MARKETING: Apple has announced a new monetization feature that allows podcast listeners to subscribe to podcasts directly from the Podcasts app.

FACEBOOK: The social network is now suggesting topics for users to follow in feeds.

CLUBHOUSE: In March, the new social network had only 2.7 million downloads, compared to 9.5 million in February.

MARKETING: Matt Navara offers a new reason why you should connect your Facebook and Instagram accounts.

PINTEREST: The company introduces a Content Claiming Portal, allowing creators to have more control over how their content appears.


BRAIN TEASER

When is a door not a door?

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.

Takeoff

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NASA has just made history, completing the first controlled flight on Mars.

The Ingenuity helicopter took off and flew for a total of 39.1 seconds, before safely landing.

If you weren’t watching on TV, don’t worry. Google has just dropped an Easter egg for you to play with.

Now, let’s just hunker down and hope we didn’t awaken any slumbering Martians during the helicopter’s flight.

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