The vast and hectic land of ad copy.

 

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SEO

Page 2 of Google is for losers. What about page 3?

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If we’d say that we found a list of 63 SEO statistics for 2020, you’d probably think “Meh, just another one of those lists…”

This one is different though, and the hardest part here was actually selecting the most interesting stats, because… well, they all look catchy. Not to mention extremely useful.

Let’s have a look at some of them, then you can decide whether the whole list is worth a read.

Top SEO statistics:

  • 68% of online experiences begin with a search engine.
  • 0.78% of Google searchers click on results from the 2nd page.
  • SEO drives 1000%+ more traffic than organic social media.
  • 92.96% of global traffic comes from Google Search, Google Images, and Google Maps.

Ranking statistics:

  • 90.63% of pages get no organic search traffic from Google.
  • Only 5.7% of pages will rank in the top 10 search results within a year of publication.
  • 25.02% of top-ranking pages don’t have a meta description.

Backlink statistics:

  • 66.31% of pages have no backlinks.
  • Generally speaking, the more backlinks a page has, the more organic traffic it gets from Google.
  • The average cost of buying a link is $361.44.
  • The average cost of publishing a paid guest post is $77.80.

The list goes on and on with more of these stats, plus SEO industry, search engines, video, local and mobile statistics to name just a few. Read them all on this blog post from Ahrefs.


TIKTOK

A guide to running TikTok influencer campaigns before fake accounts take over

There may have been some bad news for TikTok, but the social media platform remains one of the most interesting for advertisers.

For example, while TikTok is vulnerable to fake followers (just like all social media platforms), it turns out that there aren’t many bots out there yet. This means TikTok is relatively clean, although it will have to improve security as it grows in order to maintain this low number of fake accounts.

It’s a good time to run influencer campaigns

That’s what we think at least… TikTok is doing advertising differently, and the focus is very much on influencers.

This guide from Lachlan Kirkwood, posted on Social Media Examiner, goes through each step for setting up your influencer campaign on TikTok.

It includes screenshots, ad examples, audience targeting options, reports to evaluate performance and everything TikTok can do for a marketer. Also, don’t forget that TikTok has its own Creator Marketplace, so you have all the influencers’ account data at your fingertips.


SPONSORED BY WEWE MEDIA

Project 20/20 Vision is the affiliate contest where everyone has something to gain

It’s simple. If you hit one of three revenue tiers, Wewe Media has something for you but will also give to the Humanitarian Organisation for Migration Economics (HOME).

Why did Wewe Media put this together? Because the COVID-19 pandemic has affected countless people, especially migrant workers who have lost jobs, homes and more. HOME is an organization that helps them with shelter, food, counsel and more.

Sounds interesting? That’s not everything. Wewe Media will cover your business expenses if you reach one of these three tiers between July 1 and August 31, 2020.

From $2.5k up to $8.5k in business expenses covered and up to $2k for HOME for every single affiliate who reaches one of the three tiers.

As the Wewe Media team says, there was a time for contests with lavish retreats and luxury items but 2020 is just not that kind of year.

We told you, it’s a contest where everyone has something to gain. So sign up to Wewe Media’s Project 20/20 Vision here.


COPYWRITING

Entering the vast and hectic land of ad copy

Ready to go on a journey?

Marc Enokou shared a post highlighting three copy considerations that make a real difference when you’re writing those ads, along with the results he had in his campaigns when applying these considerations.

These may be basic, but they’re all too often forgotten. Let’s go.

Who is the person I am talking to and what do they care about?

Your customers likely share similar traits based on the product you sell, and every single one of these traits can make a difference to your copy.

The idea here is to consider what struggles and habits are behind these common traits.

Marc uses an example about a business that sells products to increase productivity. For the same product, the ad focused on productivity had a 5.59% CTR, while the ad that was more descriptive of the product features had a 2.39% CTR.

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The stage of the funnel of your customer

Are you writing for an audience that already knows your brands, or for users that are completely unaware of who you are? That’s a crucial question to ask yourself when writing copy.

Indeed, Marc tested three different types of copy for a prospecting campaign on Facebook. Two featuring offers and one that focused on storytelling.

The storytelling ad saw a 97% higher CTR and a 120% better conversion rate in the first nine days. Then, after these nine days, the optimization system shifted 80% of the spend to the storytelling ad.

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Context

What’s happening in the world of your potential customers?

Building copy around economic, cultural, or temporal context strongly increases the relevance of the ad.

And adjusting your copy according to relevant events happening in the world can go a long way.

The examples given by Marc relate to some Google Ads running during the COVID-19 pandemic.

He didn’t even have to explicitly call out the crisis, but instead just communicated that the business was still open and that customers could still benefit from its services.

These ads had a 39% lower CTR but an 82% higher conversion rate than ads created prior to COVID-19.

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ROUNDING UP THE STACK

  • FACEBOOK: The social network is updating its algorithm to prioritize original reporting and stories with transparent authorship in the Newsfeed.
  • SEARCH: How much do you like Siri? A new survey found that the growth of voice search has plateaued this year. The voice search revolution seems far away.
  • GOOGLE SHOPPING: The black “Ad” label that appears on Shopping Ads across mobile results will roll out on desktop devices as well.
  • SECURITY: Researchers stated that a security flaw in Apple devices exploited users’ security, and this flaw was left unpatched for over six months.
  • PRODUCTIVITY: Google Sheets just made it easier to work with massive datasets, with the new Sheets Smart Fill automating data entry.
  • BING: The often forgotten search engine has updated its guidelines for how it ranks web pages. SEL looks at the main factors.

BRAIN TEASER

What can you hold in your left hand and not in your right?

You can find the solution here.


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POOLSIDE CHAT

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

Another small step forward for international travel

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The second half of 2020 starts with a little bit of good news for those of us who miss travelling.

The EU has begun lifting restrictions on non-EU travelers. The list only includes 15 countries, with notable exceptions being USA, Brazil, Russia and India.

It’s a small step forward, but if you are from Australia, Canada, Japan, New Zealand, South Korea, Thailand, or any of the other nine countries on the list, you can now travel to some of Europe’s top tourist destinations.

And hey, if you want to meet some of the people behind this newsletter, you can grab a schnitzel with us in Vienna, Austria – we’ll pay for your trip if you tell enough people about our little newsletter.


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