COMING AT YOU THE WEEK OF 4.25.23
Here are a few takeaways from the week’s news:
- Cookies are going away and the alternative isn’t too bad
- Twitter requires advertisers to pay to play
- Google will sunset Search Ads 360 early 2024 – upgrade now
- Adobe’s new AI tools let you tweak your videos using just words
- Instagram now lets you add five links in your bio
How does this affect your next move? Find out below.
Till next time,
PS I had friends once… 😂
THIS WEEK’S MOST IMPORTANT MARKETING NEWS
Here’s what it looks like:
This gives your visitors more information upfront, allowing them to make quicker buying decisions. This feature is currently only available in the US. To start using this new feature, here’s a guide to setting up structured data markup to label your products correctly.
To help incentives you to switch over sooner than later, Google is discontinuing some features throughout the year. Ouch. Click above to learn how to switch over now before things start disappearing. When you switch to the new platform, you’ll get improved search engine support, advanced enterprise features, enhanced budget planning, and performance improvements. Best to get access to these new features and avoid losing options sooner rather than later.
Out with the old, in with the new. Creators used to pay Youtube $50-$100 / month to include tags in their videos that would take viewers directly to a landing page for their product or service. That old method didn’t seem to work out since Youtube is now transitioning to a more traditional, percentage-based model. Get ready for more affiliate tools coming soon.
If you want to run ads on Twitter, you have to pay for Twitter Blue or Vertified Organizations. It’s $8 per month or $84 per year. If you’re spending more than $1,000 on the platform then you have a gold checkmark and access to the advertising network. If you don’t have a Twitter Blue and are running ads, go get signed up here.
Previously if you wanted to display your product during a live stream, you’d need to upload the product details before going live. Kinda anti-climactic. Now you can upload your product and schedule it to appear at a specific time during your presentation, giving you the chance to build anticipation and excitement before the big reveal. Cool!
I really look forward to these emails because often when talking about psychology for marketing, the content is interesting but abstract. But these fill the cup with interesting buyer psychology AND they share solid, practical tactics. To learn more before subscribing, follow that link up above.
Duck-Duck-Go, Brave, Safari, and other browsers are cracking down on user privacy making cookies more and more obsolete. We think it’s just a matter of time before they’re gone forever. Google has been testing an alternative called Privacy Sandbox. Currently, ad campaigns run using this new method showed a decrease in spending by 2-7% while conversions per dollar spent dropped by 1-3%. Just slightly worse than campaigns with cookies. Most impressive and we have to assume those numbers will improve.
They created a Meta Pixel upgrade called CAPI (Conversions API). Advertisers that used CAPI saw an average of 13% improvement in their cost per actions. Very nice. In this new training series released by Meta, you’ll learn how to:
- Improve ad performance
- Lower cost per action
- Improve targeting and measuring
- And lots more
Seems like they’re trying to win over advertisers. Good move. Click here to register for the webinar.
Another ranking factor? There are over 200 different ranking factors and page experience is one of them. Giving your users a good website experience will help them find your content faster and make it easier for them to stick on your site longer, all of which improve your SERP (Search Engine Ranking Position).
WILL AI TAKE OVER THE WORLD? AND HOW TO NOT GET DISPLACED BY IT
Let’s face it, AI isn’t going away. As marketers, we have two options: 1) learn to use it to our advantage or 2) let it steamroll us into oblivion.
Okay it’s not that dramatic. Well maybe for some people it is.
Amazon, Google and Meta are all firing like the wind right now. Tens of thousands of employees have been laid off just in the last three months.
Maybe you’re one of them. Maybe you’re next. Hopefully not.
Why the sudden surge of layoffs?
In large part, it’s due to AI automating roles that used to be done by real people.
Does this present a threat to you and I?
Possibly. If we’re not smart about handling this situation.
But it’s not the first time something like this has happened before. Cars completely disrupted the horse and transportation industry. iPhones did the same thing to the mp3 market. AI is doing the same thing to the online business industry. It’s changing faster than any of us can keep up.
In the same breath that Elon Musk called for a 6-month pause on all AI development, he set to work on developing his own AI Chatbot.
The development of AI can’t stop, won’t stop. It will directly or indirectly affect every industry and every business on the planet.
And yes, there have been some AI’s claiming to destroy humanity and take over the world. 😂 But let’s be honest, all of us saw that coming.
It won’t take over our lives if we have anything to say about it. At least, not in a bad, job-losing way.
Here are two tips for how you can adapt to AI…
Use It To Your Advantage
Learn how it works, what it can do, how you can incorporate it in your job. If you’re worried about low quality outputs, that’s not really a legitimate concern anymore. You’ll still need to do your homework to see if it could help you with your marketing efforts but let the data decide, not myths or outdated reports. Here are a few resources for you to get started…
- ChatGPT + top 11 ways marketers can use it
- Google Bard (my personal favorite) + how to boost your marketing using it
- Microsoft’s Bing Chatbot + comparing the three
There are dozens of others coming out every week but this should get you started. Once you get familiar with their base functionality, you can expand into more specific use cases to meet your needs.
Keeping up with what AI CAN do will help you stay in the know about what it CAN’T do. That will change all the time (which is one of the reasons why Highrise exists, to keep you in the know) and you’ll need to stay up on it. Once you know what it CAN’T do, that’s where you can skill-up and become irreplaceable.
Things that require a great deal of creativity, originality or emotional intelligence are at the top of the list. Currently AI is just advanced, algorithmic ways to filter data. Brainstorm with your business partners about how you can expand your skill sets and even tap into other markets that won’t be displaced by AI.
What are some other ways you’ve found to stay on top of AI?