Twitter ban



Advertisers leave, Twitter bans third-party platforms


Look up in the sky! Is that a plane, or is it Superman, or is it a… oh, it’s that blue bird again.

Pause and scram: Turns out more than 500 advertisers paused spending on the platform. Quite the number.

And while Twitter has downplayed the exodus, the thing that’s really down is revenue, which dropped 40% compared to the same day last year.

Not a mistake: Yep, Twitter has officially blocked third-party tools like Tweetbot, Birdie, Echofon, and others from using the platform’s API.

Twitter said it’s simply “enforcing its API rules,” which these clients allegedly violated.

Unsurprisingly, developers aren’t happy about it.

Why we care: The great advertiser exodus is an opportunity for smaller advertisers to test out Twitter ads, especially since costs may plummet.

Of course, the ban on third-party tools makes everyday platform usage a bit more difficult, too.

If you’re in B2B, there’s a lesson here: Don’t build your entire business on other platforms because they can pull the plug anytime without warning.


Gen Z is loving luxury

It’s time to ask the kids who they’re wearing.

Because Millennials and Gen Z were responsible for most of the growth in luxury markets last year, a report from Bain & Co says.

Going for glam: Gen Z’s affinity for luxury brands may stem from “a surge in wealth creation over the past few years, along with social media.”

Shoppers as young as 15 are buying designer items, watches, jewelry, and more. Compare that to millennials, who didn’t buy this stuff until they were 18 years old on average.

So it seems likely that by 2023, Gen Z, Millennials, and Alpha will become the major drivers of luxury brand revenue.

Opulent and resilient: On another note, sales of personal luxury goods surged 22% this year – meaning they were immune to the ongoing recession.

Accessories like handbags led this growth, with leather goods picking up 40% compared to pre-pandemic levels.

Why we care: If you’re selling or advertising luxurious items, you may be targeting the wrong demographic – and your shoppers may be at the other end of the age spectrum.

Also, the industry is proving resistant in tough times, so if you aren’t getting results, you may want to shift your targets. And maybe your channels, too.

Speaking of channels…


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This copywriter made ChatGPT a partner instead of an enemy—and the results are brilliant


If your social feed is suffering from a severe case of ChatGPT mania, you’re not the only one. Lots of content and copywriters are worried about how it could affect their careers.

However, as Shlomo Genchin points out, instead of thinking of artificial intelligence as your biggest foe, it pays to think of it as your brilliant creative partner.

Shlomo proves that when you combine ChatGPT with a bit of marketing expertise, you can create breathtaking ad campaigns for your clients.

So open your AI generators and watch this space…

First, identify the “gain.” Shlomo recommends giving ChatGPT prompts like:

  1. Listing the features of the product. Here’s an example prompt Shlomo used for an e-reader productThen, asking ChatGPT to write benefits for each featurelike this.
  2. Asking it to write headlines based on one of the benefits you found the most likely to be a good “hook.” Choose the headline that seems the most fitting. In this case, it was “Pack light, read heavy with built-in storage.” Nice.
  3. Sprinkling in some marketing creativity. Shlomo used Dan Nelken’s List & Twist technique to generate a “minimalist packing list” for a carry-on-bag. Then he asked  ChatGPT to list “ the most famous long books.” He merged the results. Brilliant.

Second, introduce pain. What are the cons of e-readers? Shlomo asked ChatGPT to list potential alternatives to buying e-readers, then asked about disadvantages to those same alternatives.

He then asked for a list of idioms and phrases related to reading, before combining it all into a convincing result.

Third, assess objections. Believe it or not, you can put ChatGPT in customers’ shoes, asking it to explain why they might prefer paper books when there are e-readers around.

By analyzing the responses, Shlomo saw that it’s about “feelings”: the smell of a book, the touch, and so on.

This is where understanding your customer is crucial. Educated readers appreciate environmental issues – so Shlomo asked ChatGPT to generate some lines using that angle.

Finally, he introduced an AI image generator to produce an image of a “book landfill,” merging the entire process into a persuasive AI-assisted ad. Stunning, right?

While the possibilities of AI seem limitless, only those who understand what to do with this power will actually thrive in this possible new era of AI. Shlomo’s guide is a great start.


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Improving Quality Score part 1: ad relevance


Think of Quality Score as the report card for your Google Ads campaigns.

Only instead of an A+ you’re striving for a perfect 10.

You’re graded on three subjects: ad relevance, expected click-through rate, and landing page experience.

So if your ad relevance grade is “Below average,” then… uh oh.

Ad relevance determines how closely your ad matches up with what users are searching for. The more relevant your ad is to the user’s search, the more likely it is to be clicked on.

Here are three quick and easy ways to increase your ad relevance and give your Quality Score a much-needed boost:

  1. Group your keywords into extremely relevant ad groups. They can be divided by product or service. This will help you create more targeted and relevant ads for each user’s search.
  2. Use specific and targeted keywords in your ad copy. Instead of using general terms like “shoes” or “footwear,” try including specific keywords like “running trainers” or “leather boots.” Bonus points if your copy includes keywords from the ad group.
  3. Use negative keywords. Exclude irrelevant search queries from triggering your ads. For example, if you’re selling sneakers for adults, use negative keywords like “kids” or “children,” so that your ad doesn’t show to users searching for children’s shoes.

So there you have it: three simple ways to increase your ad relevance and give your Quality Score a much-needed boost.

Let’s get that report card up on the fridge!


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EMAIL: Mailchimp has been hacked. Again. For the second time in six months, Mailchimp’s data has been breached, giving hackers access to 133 customer accounts, most notably WooCommerce. It has also exposed the “insensitive” data of many users. Urgh.

MICROSOFT: This sounds bad. Microsoft is cutting almost 5% of its workforce—around 10,000 employees. The company says the layoffs are a part of “macroeconomic conditions and changing customer priorities.” Hmm…

ARTIFICIAL INTELLIGENCE: If you can’t beat them… shake hands? Shutterstock and Meta just signed a deal which allows the big tech company to use Shutterstock’s content library to “power its AI tools.” Could be the solution to lawsuits against AI Image generators…

GOOGLE: Bye bye, posts insights. This feature is now officially deprecated, so you won’t be able to see the numbers of views, clicks, and other data on your Google posts. It was fun while it lasted.

*This is a sponsored post


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

GPS on steroids


Ah, the good old GPS.

You can use it  to track your location, your lost dog’s location, your kid’s location, etc. All useful locations.

But did you know you can track volcanoes and earthquakes, too?

Yep, with a little help from brilliant scientists, the capabilities of a GPS receiver are expanding every day. It can now:

  • Sense an incoming earthquake.
  • Monitor volcano activity.
  • Probe snow surfaces.

… and more.

So the GPS has gone from helping cab drivers find their way across town to saving your life when tremors start. Yay, science!

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