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This week’s most important Marketing News

​GOOGLE AD EXTENSIONS BECOME ASSETS​

Besides changing the name of ad extensions, Google also updated things here. So you’ll be able to create the extensions (assets) in the same step as setting up a Search or Performance Max campaign. You can also get recommended assets from Google.
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​AMAZON’S GIVING THEIR SELLERS INCREASED EMAIL MARKETING CAPABILITIES​

Before, sellers could email people who opted to follow their brand on Amazon. But now, their email marketing can target repeat customers, recent customers, and high-end customers. And it’s free.
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​GOOGLE’S ALGORITHM UPDATE CONTINUES TO ROLL OUT​

The update started September 12, so we have about another week until it will be complete.
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​FACEBOOK INTRODUCES ADVANTAGE CUSTOM AUDIENCE​

According to FB, “Advantage custom audience uses an advertiser’s custom audience to…find more people who are likely to achieve their expressed optimization goal. This means we will deliver ads beyond their Custom Audience if it’s likely to improve performance.”

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​ETHEREUM’S BIG CHANGE WILL AFFECT WEB3’S FUTURE​

Ethereum, the blockchain, has changed how it validates transactions. Ethereum’s change is called “the merge,” and significantly decreases the amount of energy it takes for their blockchain to work. Ultimately, the merge is a step toward making it easier for people and companies to adopt web3.

(This slide gives a nice review or brief intro to web3, the blockchain, and NFTs.)
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​YOU NO LONGER NEED A GOOGLE MERCHANT CENTER ACCOUNT FOR PRODUCT RICH RESULTS IN SEARCH​

Google offers enhanced product experiences, or rich results, in Search. Rich results usually have some visually engaging feature that your average result doesn’t have, like adding product ratings or a product image.

This used to be only available to those with a Merchant Center account.

But now, you only need to use Product structured data to qualify.

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USEFUL LINKS

HOW TO TELL IF YOU’VE BEEN HIT BY AN ALGORITHM UPDATE​

Your search traffic is doing something new and different. Is it from an algorithm update or nah? This article guides you through figuring that out.

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​THE DIFFERENCE BETWEEN TOLERATING PAIN, SUFFERING AND PERFORMING​

Sometimes we glorify suffering through painful stuff. Through a helpful running example, Steve shows us that there are times when pushing through pain signals will serve us and times when it won’t. I really loved this piece.

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​WHAT IS GROWTH HACKING? IS IT STILL WORTH IT?​

“If you’re looking for “growth hacks” online, they’re overdone and probably won’t work anymore. But the mindset of a growth hacker—coming up with creative ways to market your business—is not new and can still work very well.” – Ahrefs. The article explains that mindset and how to use it.

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​GOOGLE’S HELPFUL CONTENT UPDATE: A CRITICAL RECAP​

Recaps of important stuff is helpful, so I thought you might want this.

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Steven lewis

I would place a massive bet that Paul Hollywood will look grave and suspenseful for at least five long seconds before he gives away his next 🤝handshake 🤝. Similarly, it’s a safe bet that your company has tried or will try an influencer marketing program. With odds like that, we thought it would be helpful to talk to someone who’s put together one of those— successfully. Steven Lewis is the co-founder of a car detailing business, Clean. He receives consistent bookings from the influencer program he built. Check out his advice.

Find your end goal

Before creating an Influencer program, consider the reasons behind it. Is it brand awareness? Is it gaining followers or Increasing sales? What key performance metrics will determine the success of the program? Steven decided that success would be measured by increasing sales and brand awareness. By envisioning the end goal, he was able to create a plan that would achieve those metrics. The first influencer they partnered with had 75,000 followers, and they received 30 bookings from that partnership.

Determine what you will offer

Influencers are always being handed free things, and many of them will accept it and never mention the service or product. It’s important to have a clear understanding of what each side is expecting from the other. You need to make it worth their time. Determine what each party can give to make it mutually beneficial for everyone.

When it comes to micro-influencers, many times you don’t have to offer monetary compensation. Think outside of the box and ensure that your offering is of value. The Clean Company decided to offer exterior and interior detailing once a month for free. And in return, influencers create an Instagram story. So far, no one turned them down in terms of partnering. Steven said, “It’s like success breeds success. We’ve partnered with the right influencer, and we’ve gotten other influencers just as a result of that partnership.”

How to choose which influencers to affiliate with:

🎯 Find influencers who have your ideal target audience
📈Determine their following count
⚖️Remember higher engagement is better than a higher follower count
🗣Embrace the micro-influencer
📝Have the same brand alignment

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​There will be ups and downs

Not every influencer will give you amazing results. Steven partnered with an influencer who had 76,000 followers. Steven said, “We’ve only gotten a handful of sales from her. The reason, we learned, is that most of her followers were from Europe.” Make sure to thoroughly check each influencer to make sure they qualify for your company’s needs.

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Well, get out there and kill it.👌🏼

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INTERESTING STUFF

⛰ HOW PATAGONIA WILL WORK AFTER FOUNDER YVON CHOUINARD GAVE IT AWAY (like he kind of donated his company) — Fortune.com

👨‍⚕️ RYAN REYNOLDS AND ROB MCELHENNEY GET A COLONOSCOPY ON CAMERA TO RAISE AWARENESS — CNN

📱 ALL THE NIFTY IOS 16 FEATURES YOU WANT TO KNOW ABOUT — TechCrunch

🖼 INSIDE A DECENTRALIZED MUSEUM WITHOUT A BUILDING — The Hustle

🗡 THE REAL WARRIORS BEHIND ‘THE WOMAN KING’ — Smithsonian Magazine

👑 HER MAJESTY THE QUEEN’S LYING-IN-STATE | QUEUE TRACKER — YouTube

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