COMING AT YOU THE WEEK OF 10.18.22
This week’s most important Marketing News
For the record, we usually cover more than Google updates here. But Google dominated the marketing news this week.
GOOGLE LAUNCHED SITE NAMES AND UPDATED FAVICONS
Site names is Google’s switch to emphasizing the name of a site in Search results, where it used to emphasize the URL. Google has ways of determining your site name, but they shared how you can use structured data on your homepage to tell them exactly what it should be.
Favicons are the icons that appear in a browser’s address bar or in a bookmark list. (You can peep some in the screenshot from the next section below.) Google has updated their favicon best practices.
These changes are also rolling out in beta to Search ads. Again, like the screenshot down there shows, ads can also have Site names and favicons.
GOOGLE SEARCH ADS LABEL UPDATED FROM ‘AD’ TO ‘SPONSORED’
The example below shows you what this will look like. Google said they “want the label to be prominent and clear across different types of paid content.”
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CONTENT TARGETING WILL BE REMOVED FOR YOUTUBE CONVERSION CAMPAIGNS
Google said, “From early 2023, all existing content targeting settings will be automatically removed from video campaigns that drive conversions.” They claim that these campaigns “perform better without keywords, topics, or placements.” A lot of advertisers are still bummed, obviously.
GOOGLE REVAMPED THEIR WEBMASTER GUIDELINES AND CALLED IT GOOGLE SEARCH ESSENTIALS
The Webmaster Guidelines has been an SEO staple resource since its birth 20 years ago (or so they tell me). The updated version is worth knowing about since it gives (1) technical requirements, (2) spam policies, and (3) best practices straight from Google.
GOOGLE DATA STUDIO IS NOW LOOKER STUDIO AND WILL SOON HAVE A PAID VERSION
Google Data Studio, now Looker Studio, helps you create customized dashboards and reports from Google Analytics, Search Console, Google Ads, etc.
Looker Studio has more data sources now. Plus, a paid version was announced to accommodate enterprise-focused features (although the free version will continue).
USEFUL LINKS
THERE ARE THREE TYPES OF MEETINGS
This article highlights the efficacy of single-purpose meetings, and claims there are only three valid kinds. It was also useful to examine the power dynamics in each meeting type, which they break down.
EIGHT ALTERNATIVES TO OPEN-TRIGGERED EMAIL SEQUENCES IN THE AGE OF MAIL PRIVACY PROTECTION
This title is very forthcoming. I don’t think you need much more from me.
6 USEFUL TRANSCRIPTION TOOLS FOR TURNING AUDIO AND VIDEO INTO TEXT
There are lots of times we craft written content from audio or video. But, transcribing is a pain in the 🍑. This list can help you find the right tool depending on what kind of transcription you need.
Get Ready for something sweet 🍪
We talked to Alejandra Caceres, Director of Social Media at Crumbl. She’s in charge of 12.8 million Crumbl followers across social platforms, and we got to pick her 🧠.
What’s the social media strategy at Crumbl?
As we continue to do campaigns and partnerships with other big companies, we try to measure our success by being extremely data-driven. How many organic impressions did this have, and how many interactions? We all know what our baseline metrics are on an average post, we’ll reach x amount of likes, comments, views. We use that kind of baseline to measure if something underperforms what our typical posts do—or outperforms it.
How has Crumbl been successful in retaining followers?
Knowing who our audience is across different platforms has helped us stand out in our social strategy.
We tailor our strategy by presenting ourselves across different platforms. The way we present content on Instagram is completely different from TikTok. On every social media platform, we present our products differently. Also, observing trends and understanding our audiences are important. We’re trying to reach new markets and target even more audiences than we have been, and lots of exciting things happening.
What’s unique about Crumbl compared to other companies you’ve worked with?
Crumbl has scaled immensely. In the last two years, a social and creative team that used to be about five people is now nearly twenty. As a social media team, we are supported by some of the best creatives in the world. Our photography and videography are professionals who understand the Crumbl brand and vision. I’m grateful that Crumbl believes in the power of branding and social media and invests in talent there.
Why did you choose marketing as a career path?
Marketing allows me to be creative and data-driven. In the industry, people respond more to the creative side of marketing, but there’s so much room for bias.
Data is what allows you to customize creativity.
Do you have any career advice?
If you’ve consistently shown up and are feeling unhappy in a work situation, think of why that is. Is there a way for you to change it? If you can’t, start thinking about your next move. You’re spending eight hours a day of your life unhappy; it’s not productive for you or the company.
INTERESTING STUFF
👑Marmalade sales surged as mourners left sandwiches for Queen Elizabeth II — Washington Post
Besides being worth a lil’ laugh. This is a good reminder that random stuff affects our business, our products, and therefore our “success” as marketers.
📞 Google’s 3D video calling booths, Project Starline, will now be tested in the real world — TechCrunch
🚗 Chick-fil-A’s drive-thru time is longer than other drive-thrus? — QSR
Am I the only one shocked? Why does it feel shorter to me than other lines?
💻 Elon Musk’s company, Starlink, chooses to keep providing free satellite internet service to Ukraine — Twitter
📺 Apple is quietly pushing a TV ad product with media agencies — Digiday
📦 Scoop: TikTok chases Amazon with plans for U.S. fulfillment centers — Axios
🔪 A Netflix First: ‘Knives Out’ Sequel Will Run In 3 Major Theater Chains Before Streaming — MediaPost