COMING AT YOU THE WEEK OF 1.24.23
THIS WEEK’S MOST IMPORTANT MARKETING NEWS
YOU CAN NOW TEST PERFORMANCE MAX CAMPAIGNS USING THE EXPERIMENTS FEATURE
Just last year Google released the Experiments feature that lets you test something BEFORE applying the test to your campaigns. Now you can use that handy tool for Performance Max.
GOOGLE IS SUNSETTING OPTIMIZE AND OPTIMIZE 360
Google announced that Optimize and Optimize 360 will no longer be available after September 30, 2023. If you have been using Optimize, your experiments and personalizations will still be active until September. After that you’ll be able to use A/B split testing in Google Analytics 4. Mark your calendars and get ready to switch things over.
YOUTUBE LAUNCHES NEW ANALYTICS & CUSTOM SHORTS THUMBNAILS
YouTube is launching more detailed analytics data for video creators and enabling Shorts thumbnail customization. The new analytics data will give creators a breakdown of subscribers gained by content type. This is HUGE for social media marketers who create a lot of different kinds of content. You can also now customize thumbnails for Shorts videos, which has the potential to drive more clicks and views.
META’S SHUTTING DOWN ITS ‘CREATOR STUDIO’ PAGE MANAGEMENT APP
Facebook’s Creator Studio will be discontinued and users will be migrated to the Meta’s Business Suite platform, which includes analytics, scheduling and messaging. If you haven’t already, you might want to get familiar with Meta’s Business Suite platform as more changes are coming.
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STEP-BY-STEP EXAMPLE OF CREATING A NIIICE AD USING CHATGPT’S INSPIRATION
Don’t run just because I’m bringing up ChatGPT and you’re freaking tired of talking about it. This is a cool example of the different prompts someone combined with their own eye for marketing that ends in this ad below.
Spoiler: ChatGPT came up with the “pack light, read heavy” copy. Which is 🔥🔥🔥. And it should have had a more prominent place in the ad, imo.
A NO-FUSS OUTBOUND STRATEGY THAT GOT 225 DEMOS OUT OF THE 300 COMPANIES THEY PITCHED
PLUS, they got 169 new customers from those 225 demos. You might care to check it out since outbound strategies are a way around expensive ads and tightening privacy restrictions.
Hint: champagne was the key to their success.
SEO REPORT REVEALS WHAT REALLY MATTERS IN 2023
The State of Technical SEO Report has some interesting data. For instance, Semrush was reported the top choice for assessing the search visibility for a website. Wix was considered the most problematic to work on for non-ecommerce platforms, while WordPress was ranked the best and easiest to use.
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4 MISCELLANEOUS—BUT USEFUL—VISUAL LESSONS
The ice-cube phenomenon
James Clear teaches this in his famous book, Atomic Habits. The idea here is that you often don’t see progress until you reach a certain threshold. Like how ice will stay frozen and not many signs of change, if the temperature increases from -10 to 25 degrees fahrenheit. BUT, once you move past the freezing point, *bam* you get the results of all that progress.
Humor alone won’t put bacon on the table
This is your sad, but necessary reminder that humor alone can’t make a successful marketing strategy. Sure, be funny. But make sure the funny is doing a job for you.
Burnout isn’t solely affected by how much work you have
It’s a bit of a cop out to assume the only solution to burnout is less work. Less work can definitely be part of the equation, but it’s not the whole story.
If you’re gonna use pop-up ads, then for the love of peace, let the exit button be obvious
I have nothing else to say about it.
📽️ HALF OF USERS’ TIME ON META PLATFORMS IS NOW SPENT ON VIDEO
⏯️ OVER 500 ADVERTISERS HAVE PAUSED SPENDING ON TWITTER
🚀 GOOGLE SAYS IT’LL LAUNCH A MORE GROWN-UP CHATGPT RIVAL SOON
☑️ NOW TWITTER IS SELLING BLUE CHECK PRIVILEGES AT A DISCOUNTED RATE OF $84
😬 MICROSOFT LAYS OFF 10,000 EMPLOYEES WITH MORE TO COME
🖼️ GETTY IMAGES IS SUING STABILITY AI FOR UNLAWFULLY SCRAPING MILLIONS OF IMAGES FROM ITS SITE
🤨 TWITTER ALSO JUST STOLE TIK TOK’S #1 ASSET
TIKTOK TRIES TO WIN ALLIES IN THE U.S. WITH MORE TRANSPARENCY