Twitter recap

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GOOGLE

There’s a new performance forecasting tool for Video, plus other stuff you should know

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Say it with us: “Tut tut tut—

… It looks like revenue.” Google released a new forecasting tool for Video action campaigns that can help you gauge how your ads will perform based on audience, budget, and other settings.

You should find it in Google Ads Reach Planner. The link above explains how to set it up, if you want to use it.

Google dropped a few other important updates, too:

… Also, Ads Editor v2.2 is out now, and it comes with 12 new features, including:

  • Full support for Target frequency in Video campaigns.
  • Recommended budgets for Video action campaigns.
  • An out-of-sync indicator that alerts you when account changes haven’t loaded since the last sync.
  • A new visual editor for ad schedules and certain ad assets.

… And several more.

Bye bye: Just so you know, Ads Editor v2.2 also got rid of Gmail display ads and campaigns. Out with the old, in with the new, right?


TWITTER

Recap: the latest episode of the Twitter and Elon Musk soap opera

Lots of turbulent air where the blue bird is flying…

Season recap: Elon Musk is now calling the shots at Twitter, as you’ve undoubtedly heard. And the exposure both Twitter and Elon are getting out of this is huge.

But is it worth $44B?

This week’s episode highlights: Twitter Blue is available in the US on iOS for $7.99/month, and it includes that elusive blue checkmark.

Also, the gray check mark made its way into the Twitterverse, but it was a short and awkward cameo, kinda like Captain America in Spider-Man: Homecoming.

Yep, the gray check has already been eliminated, and only the blue check remains.

Or so we thought! Just like Palpatine in The Rise of Skywalker, gray check mark is back again.

Another plot twist: The blue tick is meant to signal a verified account, but what’s actually happened is tons of fake accounts signed up to Twitter Blue and are impersonating some of the biggest names on the platform: LeBron James, George W. Bush, Tony Blair, and of course, Elon Musk himself, among countless others.

Not afraid of anything: Meanwhile, Elon’s not afraid of the FTC, or of rocketing past standard data governance and privacy or security processes.

One of Twitter’s lawyers is even telling employees to load up on whistleblower protection if they’re uncomfortable with what’s going on. Wild.

What to expect in the next episode: The fight against fake verified accounts is high on Twitter’s list of priorities. We’ll probably see updates for advertisers, too.

The Crew’s note: There’s something changing at Twitter every day, and Elon has given us full warning that things will continue at a breakneck pace.

But we won’t be filling our newsletter with Twitter-only news.

We’ll keep you posted on the biggest and most relevant updates that take priority, and we may also bring you this kind of rundown every once in a while.

Because… well, like any soap opera, it’s entertaining, shocking, and awful all at once.


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SEO

Proven factors that affect your ranking

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Ask most SEOs what affects your content rankings, and they’ll probably answer, “it depends.”

However, some things are must-haves if you want Google to know you exist. This Ahrefs post lays them out for you.

Let’s stick to the essentials…

Backlinks. Fill your domain with relevant link juice because backlinks are one of the most important ranking factors.

Not all links are relevant, though, so make sure you acquire links that are topically related to your website and have higher authority, which will boost your domain in return.

Relevance. Google’s entire algorithm works to determine search intent, so you need to understand it as well. To do that, check top rankings for relevant keywords.

For example, if you want to rank for “air fryer,” you’ll notice the ranking articles are listicles naming top bands. That probably means users are usually in research mode, so if you want to rank, it’s best to talk about other brands while adding more value.

Freshness. Basically this means updating existing posts with new information.

SEOs who do this usually see their blog posts climb the ranks or stay on top if they’re already there.

Some topics require freshness, like “best new horror movies.” You’ll want to update this kind of content every few months.

Tech and logistics. In addition to content, you also need to pay attention to the following things:

  • HTTPS. Make sure your connection is secure.
  • Mobile-friendly. Websites not optimized for mobile will have higher bounce rates, lower click-through rates, and more… all metrics that influence rankings.
  • Website speed. Slow websites tank user experience and signal to Google to push them down in the ranks.
  • Intrusive interstitials. Pop-ups and other overlays will almost definitely annoy your users, and if they do… well, you go straight to ranking jail.

Some of these metrics, like mobile and speed diagnostics, are also known as core web vitals. Google loves healthy websites, so give yours a check-up frequently.

Is that it? Not quite. Other factors can affect your performance, but the above points lay the groundwork for a stable, authoritative website. Good luck!


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THE CREW’S INSIGHTS

The ad that changed the trajectory of Morning Brew forever

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Morning Brew runs a hell of a business.

But, newsletter giant that they are, Morning Brew started from the same humble roots everyone does.

Before they blew up, the Morning Brew team designed an Instagram Stories ad format that had people tripping over their feet to subscribe—and at a $0.10 cost-per-acquisition (CPA).

For context, it usually costs $3–$6, or more, to acquire high-quality newsletter readers. 10 cents? That’s near-unheard of.

Morning Brew’s ad is simple: a fake online chat-room conversation between Jeff Bezos, Warren Buffett, Elon Musk, and Jamie Dimon.

You can see the ad here.

Why it works: The ad wasn’t comedic genius, it was just a fun concept. And it worked because it was irreverent, unique, and Instagram Stories ads were the perfect medium for it.

The perfect storm.

What you can take away from this: For starters, it wouldn’t hurt to try a similarly-styled ad for your own business.

The ad doesn’t even mention Morning Brew, yet people flocked to subscribe because they felt like the team had humor, and it gave them a sense of what they could expect from the newsletter.

Remember, too, that entertaining people—like this ad did—can sometimes buy enough goodwill for users to check out your product.

And entertaining can often reap huge results.

By the way, this insight was taken from our deep dive on Morning Brew, which you can find in Stacked Marketer Pro. Sign up here if you’d like to read the whole thing.


ROUNDING UP THE STACK

SEO: Here’s one way you can outrank competitors and make them think you’re cheating: Powerful backlinks from the internet’s best websites, like Bloomberg, BigCommerce, Qualtrics and more. Here’s why 100s of businesses use dofollow.io to get links from DR 65+ domains.*

TIKTOK: Yikes. TikTok has been secretly scoring creators based on metrics like  “cooperation index,” or “diligence index.” According to confidential documents, TikTok meant to share these scores with partners to help them pick the right influencers. Sure…

PINTEREST: After an initial invite-only period, Pinterest made its collage-making app, Shuffle, freely available to the general public. Apparently, the app is popular with Gen Z. Might be worth studying if that’s your target audience.

GOOGLE: You’ll love this if you organize events. Google just introduced .rsvp top-level domains, and they seem really handy. They’ll certainly make your New Year’s Eve invites look cool!

AMAZON: If you thought Jeff Bezos hated advertising, you’re wrong. Amazon has become an ad-selling machine. This piece breaks down Amazon’s effort to become a power player in the advertising industry.

*This is a sponsored post


BRAIN TEASER

Slayer of regrets, old and new, sought by many, found by few.

What am I?

You can find the answer here.


POOLSIDE CHAT

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

Wayside hammers, castles… and witches?

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Eyes on the road…or eyes on the roadside?

Seems to be a legit question when traveling interstate, simply because there are so many roadside attractions to catch your attention.

… Like these top picks for every state:

  • A giant hammer looking at you from the curbside in Alaska.
  • Cement dinosaurs up to 25 feet tall next to the road in Arizona.
  • A three-story castle made by a guy in Colorado.

Sounds like another statewide road trip challenge to us…

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