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This week’s most important marketing news

Google’s new Advertisers Pages will start rolling out these next few months. To get to these pages you open the ‘About this ad’ section, which will:

  • Show ads the advertiser has run over the last 30 days
  • Allow anyone to report ad policy violations (but who will besides other advertisers?)
  • Show advertiser info that’s pulled from their account, like name and location

In a blog post last week, Facebook explained they’ve been underreporting iOS web conversions by about 15%. That means you should compare your Ad Manager data to your Google Analytics data. FB also warned businesses that recent iOS updates will impact Q3 numbers more than updates affected Q2. So don’t freak if that’s the case.

The latest iOS update comes with new ways you can optimize your App Store page.

  • Create variations of your App Store page. Each variation will have its own URL and can have different copy, screenshots, and previews.
  • A/B test your Store pages. You can now test the icons, screenshots, and previews of your page directly through the App Store.

Google introduces new features that are meant to help leisure and travel businesses.

  • Ticket booking links will now show on Google Search in response to queries like “Statue of Liberty.”
  • In response to queries like “things to do in New York,” there will be a new ad section for tickets and tours in the area.


3 frameworks to make converting content without panicking 

You can thank frameworks for your sanity. They keep you from feeling painfully overwhelmed when you go to outline a landing page, email sequence, ad, etc. And they help you to edit that same stuff by showing you what’s missing and what’s erroneous. Blake Emal shared a Twitter thread of frameworks, and these are our three favorites.

Frame 1: The five objections, recommended for sale-based landing pages

It’s very simple. Address these doubts:

  1. I don’t have enough time
  2. I don’t have enough money
  3. It won’t work for me
  4. I don’t believe you
  5. I don’t need it

Frame 2: Before-after-bridge, recommended for product pages

  1. Point out their problem/pain-point.
  2. Then, paint a picture of their life with that problem resolved.
  3. Finally, tell them exactly how your product will take them from one to two.

Frame 3: Reader’s Digest Blueprint, recommended for long-form content

Yeah, it is a little ironic that the Reader’s Digest version is recommended for long-form content. Go with it. To get the Reader’s Digest effect, you want:

  • Specificity
  • A bunch of facts
  • Only needed adjectives
  • To create curiosity

Remember these frameworks next time you’re staring at a blank doc that needs to transform into polished, converting content. And keep killing it!


Let’s get visual

Google is the new homepage