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This week’s most important Marketing News

 GOOGLE UPDATES

​GOOGLE CLARIFIES PRODUCT VARIANTS NEED THEIR OWN URL TO BE ELIGIBLE FOR RICH RESULTS​

In an update to their Product rich results support page, Google clarified that sites with product variants (like the same shirt in yellow, cream, and brown) need to create individual URLs for each of those products in order to qualify for product rich results (like carousels and other fancy SERP features).

​YOU NEED AT LEAST 5 REVIEWS TO RUN GOOGLE’S LOCAL SEARCH ADS​

A real estate agent posted a notice he received claiming the above, 👆and AdsLiason responded confirming this is a general rule now.

​GOOGLE SPECIFIES THAT THEIR BOTS WILL CRAWL UP TO 15MB OF PAGE CONTENT​

So if your page is more than 15MB, Google won’t crawl all of it. For pages you’re worried about, Search Engine Land recommends using Search Console’s URL inspection tool. Based on what Google renders with that tool, you’ll know if the whole page is crawlable.
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TWITTER UPDATES

​TWITTER’S NEW CAMPAIGN MANAGER TOOL HAS RESULT-FORECASTING FEATURES​

Twitter just released this tool that allows advertisers to see estimated reach, impressions, placement, and more. The tool also helps you budget auction-based campaigns, and save a draft campaign from the tool.

For now, this is available in the US, UK, and Japan for campaigns with a reach goal.

​TWITTER IS TESTING NOTES, A LONG-FORM CONTENT OPTION​

This new feature looks a lot like a blog post, but on Twitter. Only select accounts have access now, and we should see an official launch in the near future.

OTHER UPDATES YOU MIGHT CARE ABOUT

​YOU CAN NOW CUSTOMIZE ATTRIBUTION WINDOWS ON TIKTOK AD MANAGER​

Many are pumped about viewing results for a customized time window. It’s now possible through Tiktok Attribution Manager.

​RYAN REYNOLDS LAUNCHES NONPROFIT TO “MAKE CREATIVE CAREERS ACCESSIBLE TO ALL”

​The Creative Ladder gives people from underrepresented communities the support to build a career in a creative field (like marketing, advertising, design, and commercial production). It looks like they’ll do that through mentorship programs, leadership courses, and more.

​ADOBE WILL MAKE PHOTOSHOP ON THE WEB FREE TO EVERYONE​

Looks like Adobe might be taking a bit of a Canva direction with Photoshop by making the web version free. It seems like they’ll include the opportunity to upgrade for certain premier features.

​A COMPREHENSIVE LIST OF CANNES LIONS AWARD WINNERS​

If you’re curious who took home which prizes, you can find out there!
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USEFUL LINKS

A PSA that Slack Huddles now have video capabilities. That might lower the barrier to quick video calls, which we have not felt with Zoom yet.

​This catalog of free design tools is 👌. It’s got plugin and wireframe kit sources alongside lists of sites with free icons and photos (and even more).

​This guide will help you figure out and set up traffic acquisition reports with Google Analytics 4.

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RACHEL SORGE INTERVIEW

With “The Great Resignation,” many employees are finding new jobs, and the transition can be difficult. We spoke to Rachel Sorge about her new job at Beauty Industry Group and her approach to being a paid media specialist.

Here are some tips to get out of the newbie phase when starting a job:

When starting at The Beauty Industry Group, Rachel wanted to get over the beginner phase as soon as she could. Here are some tips:

🗣 Ask questions (if you’re an introvert, it can be hard to speak up. But just do it.)
📞 Ask to do one-on-one calls to discuss any strategies that have been implemented in the past
🥸 Have a “fake it till you make it” attitude (me every day)
😎 Try to go above and beyond (don’t kill yourself over this tip)

These tips were things that Rachel did to get out of the newbie phase. And after three months, she felt comfortable with her position. She was able to learn about past projects and understand where the company was heading. While a new employee is in this newbie phase, other employees expect many questions, and it’s a good time to ask them. Rachel said, “It feels like you’re drinking from a firehose, sometimes when you’re starting a new job, but you’ll get the hang of it. Eventually. It’s day by day, one step at a time.”

Rachel recommends getting to know customers in many different ways.

• Explore the website to get familiar with the brand
• Follow the influencers that your customers follow
• Look at purchase behavior (Google Analytics is your friend)

An example: hair extensions

A lot of Influencers focus on volume, shine, and healthy hair. Since influencers are focusing on these benefits they are essential to the consumer. However, it is vital to examine the psychology behind these desires. The consumer may want to feel younger or more beautiful and confident. Once you can determine the psychology of the purchasers, through data-driven analysis, you can develop much more powerful marketing approaches.

Go and try it out!
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INTERESTING STUFF

 🎨 A Previously Unseen Collection of ‘How to Draw’ Books Picasso Made for His Daughter Are On View in Paris — Colossal

😬 Amazon has a plan to make Alexa mimic anyone’s voice — Reuters

📦 Amazon is sending the first to receive Prime Air drone deliveries in the U.S. But some of the locals aren’t pumped about it.

🌻 Today I learned you can identify plants and flowers using just your iPhone camera —The Verge

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