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A SMALL REMINDER

If you haven’t done so already, follow the GIF below to move this to your main inbox.

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Why are we asking you to do this? Because several of you lovely people told us that some of our newsletters aren’t being delivered where you expect it to be.

We assume this is happening because many of you are new and Big G took notice of this, so we’ll keep this reminder here for the coming week.


FACEBOOK

Getting your bid cap on with your FB rep

We really enjoy it when advertisers share the tips they get from reps. They can vary from news about upcoming features to bugs to tips on improving performance. What’s not to like?

For example, Ryan Skelly tweeted a few pointers that his rep shared with him regarding bid caps.

  • It takes some time for the bid to be dialed in when using the Bid Cap option.
  • If you place a bid cap at the start of a campaign, it might underdeliver. You could use a default bid at the start to “warm up” the ad set and make sure it gets some conversions.
  • When scaling, duplicating the campaign is an option if you have an under-delivery issue. This should be a direct clone with nothing adjusted. Pause the old one.
  • If using CBO (Campaign Budget Optimization), don’t add ad sets.
  • When considering CBO vs ABO (Ad Set Budget Optimization) test both, but theoretically CBO should be better because it can adjust to not deliver low-performing ad sets.
  • Ryan’s rep recommends using CBO with bid caps to start because it allows FB to find better options for pacing your budget while maximizing delivery.
  • Your budget can be a constraint for delivery.

Don’t forget that all this is on Twitter, so you can jump straight into the conversation if you want to ask Ryan something.


SPONSORED BY ADCASH

Three speeches that will explain everything you need to succeed in affiliate marketing

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Wouldn’t it be nice if you could get insider tips on how to leverage your affiliate managers’ insights, what tactics help increase ROI when buying traffic and what are the pros and cons of using similar funnels as your competition?

That’s exactly what you get with Adconf!

What is Adconf you ask? It’s a digital advertising conference series created by Adcash. It’s all online and free to attend for anyone around the world.

The next edition takes place on June 18th, 2020 starting at 12pm UTC and it will have three actionable presentations, followed by a live Q&A with everyone.

  • Henry Whitfield from ClickDealer will be talking about how to get the most out of your affiliate networks, how to leverage the insights a network has to build and scale your campaigns.
  • Jim Desroches from Adcash will talk about concrete techniques to increase your ROI and hit those sweet green numbers.
  • Alex Omelyanovich from AdPlexity will deal with what makes a spy tool valuable, how to use it, what are the pros and cons of spying and how to supercharge the creatives and landers you find your competition using.

All you have to do is register here to save your spot for June 18th, 12pm UTC.


SEO

Google vs Webspam: Annual report

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Google published its annual webspam report and shared details on its efforts to keep the junk out of its search results.

25B actions per day

As per the report, Google’s webspam team discovers 25B problematic pages every day which are filtered out of Google’s search results index. Due to such consistent and strict efforts, over 99% of Google’s search results are now clean.

It also received nearly 230k reports of bad results in SERPs in 2019, and 82% of these reports were acted upon and processed.

Thanks to its growing machine learning capabilities, bad user-generated content & links were reduced by 80% in 2018 and didn’t see any growth in 2019. Examples include sites with deceptive elements such as fake buttons, overwhelming ads, suspicious redirects, and malware.

The company is also getting better at detecting the most popular tactic in this realm, which is bad links. It also clarified that paid links and link exchanges are not as effective as before.

Webmaster Outreach Efforts

One of the key ways Google combats webspam is Webmaster outreach via Search Console.

Over 90M messages were sent to site owners alerting them about any issues or problems that may affect their site’s appearance in the search results.

Nearly 4.3M were related to manual actions stemming from violations of Webmaster Guidelines.

Read more about the details of the report here.


BUSINESS

What is a good retention rate for your business?

This all started when Casey Winters, Chief Product Officer at Eventbrite, was asked what was a good retention rate for the company.

He didn’t have the answer, so he started a study to find out what a good retention rate is.

And there you have it. Let’s dig in with Mr Winters…

First of all, why should you worry about your retention rate? Many, many reasons, including:

  • Retention rate is the biggest driver of monetization: The longer a user is active, the higher their lifetime value is and the higher the revenue they generate.
  • For the acquisition of new customers. The more customers that stay with your business and talk about your products, the easier it is to generate virality and word of mouth recommendations. The more retained users, the more content is shared and the more new users are attracted.

Sooo…

What is a good retention rate?

The study conducted by Casey Winters, along with Lenny Rachitsky, surveyed dozens of experts from the likes of Dropbox, SurveyMonkey, Pinterest, Uber, Grammarly, Twitter, Facebook and others.

According to these experts, here’s what a good retention rate looks like for different industries:

  • Consumer Social (Snapchat, Twitter, Instagram, etc.): ~25% is good, ~45% is great.
  • Consumer Transactional (Airbnb, Lyft, etc): ~30% is good, ~50% is great.
  • Consumer SaaS (Netflix, Spotify, etc.): ~40% is good, ~70% is great.
  • SMB / Mid-Market SaaS (Asana, Slack): ~60% is good, ~80% is great.
  • Enterprise SaaS (Salesforce, Workday): ~70% is good, ~90% is great.

Let’s see some examples as well:

  • Amazon Prime: 93% 12-month customer retention. Easy here…
  • Facebook: 98% 3-month user retention, 70% 24-month.
  • Netflix: 66% 12-month customer retention.
  • Slack: 90-95% 12-month customer retention.

That’s just a small snapshot of the study. Casey Winters went further by listing different ways to increase customer retention and the reasons for variations in retention rate between different categories.

Whereas here, you can find more stats about retention rate benchmarks.


ROUNDING UP THE STACK

  • TWITTER: Fleets, the Stories-like features of Twitter, is rolling out in India after successful tests in Brazil and Italy.
  • MESSENGER: Two words: Business Inbox. This has been a long time coming and we’re glad it’s finally here.
  • FACEBOOK: Facebook news is rolling out in the US. It’s a dedicated news tab in the app which was tested in October, and it seems like FB is ready to take the next step.
  • SECURITY: Thankfully this is fixed now but WhatsApp was exposing phone numbers in Google search results because the Click to Chat links were being indexed.. Ouch!

BRAIN TEASER

We’re both found in you; one thicker than the other; one colorless and the other colored. What are we?

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.

Is your Mac going to get an upgrade?

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An Apple a day keeps the doctor away… Wait, that’s a different kind of apple.

We know we brought you some news from Apple yesterday, but this one is quite interesting and well worth a mention, especially with so many marketers using Macs.

News from Bloomberg has it that Apple will announce the move to its own Mac chips, replacing Intel, at this year’s WWDC on June 22nd.

What does that mean for you? Well, aside from the fact that your current Mac will be outdated, there’s a chance (and a hope) for better performance.

We doubt that Apple would take this step unless it significantly boosted either performance or price (or their margins).

Let’s see what the official announcement brings in a couple of weeks…


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