COMING AT YOU THE WEEK OF 11.1.22
This week’s most important Marketing News
GOOGLE PUSHED BACK THE SUNSET OF UNIVERSAL ANALYTICS 360
Now we have until July 2024. Google was planning on sunsetting UA properties in July 2023, but they’ve caught on that we’re all still in a panic about the switch to Google Analytics 4. Their step-by-step GA4 setup guide and their Setup Assistant can help you make the move.
THERE ARE NEW PERFORMANCE MAX FEATURES
Performance planner. With this tool, you outline your campaign plans and Google estimates things like CPA and number of conversions.
Automated rules. “Use these rules to run ads at specific times of day, or to create and schedule asset groups ahead of time.”
More headline options. You can upload 15 (instead of 5) headline options.
New explanations. Explanations “identify what’s driving performance fluctuations, diagnose issues, and view recommendations.” They’ve added more of these for ecommerce using product feeds.
PODCAST PLACEMENT OPTION AVAILABLE FOR YOUTUBE ADS
You can now choose the “podcast” placement for audio and video campaigns.
YOUTUBE OFFERS HANDLES NOW
Now you can have a distinct handle and a Channel name. Don’t panic if you don’t have the option in YouTube Studios yet, they’re rolling this out over a few weeks.
GOOGLE WARNS AGAINST CHANGING URLS
Google’s John Mueller said, “Tweaking URLs on their own results in temporary drops, technical nightmares, and if you’re lucky, it’ll end up in the same place.
ELON SHARED HIS TWITTER AD IDEALS
Here are the highlights of his letter to “Dear Twitter Advertisers”:
- It is important to have… a common digital town square, where a wide range of beliefs can be debated.
- That said, Twitter obviously can’t become a free-for-all-hellscape where anything can be said with no consequences!
- I also very much believe that advertising, when done right, can delight, entertain, and inform…For this to be true it is essential to show Twitter users advertising that is as relevant as possible to their needs.
- Twitter aspires to be the most respected advertising platform in the world.
PUSH NOTIFICATIONS ARE COMING TO SAFARI
The next macOS update will support push notifications “using the same standards supported in other browsers…and deliver those notifications even when Safari isn’t running.”
The playbook does start with why-TikTok-thinks-you-should-advertise-on-TikTok stats, like “1 in 2 users turn to TikTok to research a new product or brand.” But its holiday checklist offers the real value. They give a nice deep dive into what you should do to prep for holiday ads 10-12 weeks, 6-8 weeks, and 1-2 weeks before your ads launch. For instance, it tells you when and how to set up your pixel and product catalog.
This breaks down why crawl optimization IS important even though crawl budget IS NOT. Then, it gives tips for crawl efficacy.
This guide can act as a helpful outline for your event’s marketing strategy.
Adam gives you the highlights of the best business podcast episodes from the week. It’s a time saver, and a way to read podcast content if you’re not into listening.
Search Engine Land shares the features they recommend you use to optimize your holiday Performance Max campaigns.
BUILD CONNECTIONS AND THEN CLIMB THAT BUILDING TO THE TOP
Don’t underestimate how much your connections can impact your career. Briana Barker taught this lesson (and more) at an event I attended a few weeks ago. Briana was VP of Marketing Operations for the Utah Jazz, until her recent promotion within their org. So, she knows a thing or two about getting the dream job.
What was your favorite project you’ve worked on with the Jazz?
For every win during a season, a full-ride scholarship is awarded to students from an underrepresented group to attend any Utah University. The finalists thought they were going in for a final interview but had already been chosen. I saw their excitement, and it brought me back to when I was in their shoes.
When I was in college, I applied for a Dateline internship because a professor encouraged me. I remember being excited about it but couldn’t afford it. I was accepted, and a few minutes later, another email arrived from the professor offering a full-ride scholarship. It was a full-circle moment because I knew their whole lives would change.
How did you get where you are today?
It’s been a combination of things; if I had to narrow it down to one thing, it would be people. Networking is so important nowadays! So many of these past relationships, whether it’s been Dateline NBC, Fox NFL Sunday, or wherever I’ve gone, the people who have helped me along the way have remained good friends that I reach out to.
While at the Dateline internship, I wanted to go to the 2012 Olympics, and they hooked me up with an interview. I met with an NBC Sports rep to see if I could be a production assistant for the Olympics in London. He told me, “I don’t think you’re gonna make the cut. I need you out there in January, and you’re not graduating until April.” That contact became somebody that I used later on. When NBC came to town or that director took the job for ESPN, he had my number. It can be hard to put yourself out there, but it’ll pay off.
What has been key to your success?
One thing that’s helped me in my career has been adapting and using my skills, no matter the situation. Adaptability is a skill that can translate to all sorts of jobs. The broadcast side of me never left when I went to marketing. I took my love of storytelling and brought that into the marketing strategy of our operations.
How do you balance work-life as a mom?
Some days, you’ll be busy with work and sacrifice some moments with your children. But other days, it’s going to swing the other way, and you get to feel the joy of being a parent.
🦟 SOME PEOPLE REALLY ARE MOSQUITO MAGNETS, AND THEY’RE STUCK THAT WAY — Scientific American