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This week’s most important Marketing News

 

 ​LOCATION-BASED TARGET AND EXCLUSION IS NOW AVAILABLE IN PERFORMANCE MAX CAMPAIGNS ​

Specifically, the targeting options are:

• Presence or interest: People in, regularly in, or who’ve shown interest in your target locations
• Presence: People in or regularly in your targeted location.

And the exclusion options are:

• Presence: People in your excluded locations
• Presence or interests: People in, regularly in, or who’ve shown interest in your excluded locations

​TWITTER IS TESTING A COLLABORATION FEATURE​

These co-creation features have been popping up on social platforms recently. This feature benefits collaboration projects, influencer content, and cross-promotions.

​PINTEREST RELEASED NEW MERCHANT FEATURES​

• Pinterest API for Shopping. “The API for Shopping allows brands and retailers to reach high-intent Pinners during the earliest stage of their shopping journey with the most updated catalog data,” said Jeremy King, Pinterest’s SVP of Engineering
• Product Tagging on Pins
• Video in Catalog
• Shop Tab on Business Profiles

Merchants can benefit from these new opportunities to engage shoppers on Pinterest. Here are the features:

​YOU CAN NOW USE SEARCH CONSOLE INSIGHTS WITH A GA4 PROPERTY​

Search Console Insights is a new tool to help you understand how your content is performing. It combines Search Console data with Google Analytics data, and now it can function if your site is set up on GA4.

​GOOGLE LAUNCHED DIAGNOSTIC INSIGHTS FOR PERFORMANCE MAX CAMPAIGNS​

These insights are meant to help advertisers understand and ultimately avoid ads issues like disapproved or low-engagement ads.

​GOOGLE ADS EDITOR 2.1 IS NOW AVAILABLE​

It comes with a list of 12 new features like Primary display status which can show reasons why a campaign isn’t serving.

​TWITTER LAUNCHED A CREATIVE METADATA TAGGING FEATURE​

Through these tags, partners and agencies can “identify themselves” as creators of images and videos.​

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RESOURCES

This Connect Playbook gives pointers to make your Twitter ads more successful.

​This free, six-week program gives small businesses tips and training on TikTok success.

​This page holds a running history of Google’s algorithm updates.

​This great article by Harvard Business Review discusses how “uncertainty and possibility are two sides of the same coin.” Then, it gives helpful advice to overcome your fear of the unknown.

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BECOMING TIKTOK FAMOUs

 We are all in for a treat! This week we spoke to Kalani Smith (ghost hunter), who has a following of 1.9 million on TikTok, 62.3 thousand on Instagram, and 14 thousand on Youtube. He shared his journey and what he’s learning to become a marketer for his brand through social media.

Can you still become TikTok famous? ​
Yes! This month, Kalani hits his first year of doing TikTok, and he’s proving that you can still gain an organic following fast. When Kalani was eleven years old, he encountered a paranormal little drummer boy in the fields of Tennessee; from that experience, he was hooked on everything paranormal. Kalani was a photographer with five years of experience, which led to videography, and from this background, he decided to start TikTok focusing on his passion for ghost hunting.

How to make it profitable ​
When Kalani hit 10k followers, he decided that it was time to quit his day job and become a full-time TikToker. He said, “I decided to go all-in, and it was a scary choice, but I knew I would either make it or fail.” With his following, he’s able to make money from Instagram, Youtube, and TikTok for his content.

Other ways to make money:

• Selling Merchandise
• Receiving Donations from Subscribers
• Ads

(Kalani sees his engagement drop a lot when he’s advertising. He’s learned not to make it all about the ad because it comes off as ingenuine.)

Good is better than perfect

You don’t need a crazy expensive camera to get quality videos. Of course, Kalani does have his fancy cameras, but he shared with us that his number one virtual video was recorded on an iPhone. He said, “Youtube is where the quality of the video matters because everyone uses professional cameras. But in TikTok, it’s a 15-second video.” Kalani posts about 5-6 times a day which requires him to meet in the middle-focusing on quality but not putting an over-emphasis on perfection.

Now that you know it’s possible, start posting. 👌🏼

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INTERESTING STUFF

📱 Why Lockdown mode from Apple is one of the coolest security ideas ever — Ars Technica

😃 The $500m smiley face business — The Hustle

👩‍💻 Digital marketing ranks in the top 3 hottest skills Americans are learning in 2022 — Search Engine Land

📸 Unraveling the JPEG — Parametric Press

🧑🏻 My O.C.D. Diagnosis Was a Blessing, Until It Became Too Central to My Identity — The New York Times

💤 The Secret to Being a Productive Human: Take More Breaks (and Naps!) — GQ

📺 Streaming ads are way too loud. Who’s going to fix it? —Marketing Brew

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