Hey team!

There are all times we wish we could come up with something really funny to say. As marketers, a lot of those times pop up when writing ad copy or a TikTok or a blog post.

Kevin Williamson once recommended listening to stand-up if you’re trying to be funnier. So this is my all-time favorite stand-up performance. I hope it makes you a better copy writer.

I present to you, “Hitting a deer doesn’t make you a hero” by Shayne Smith.

Cheers,
Hayley

THIS WEEK’S MOST IMPORTANT MARKETING NEWS

The news is short today because farther down I have a whole mess of Google Marketing Live news for you that I separated out of our usual news section cause it was just too much.

​CHANGES TO FACEBOOK’S AGGREGATED EVENT MEASUREMENT​

Remember how Apple’s privacy updates changed ads forever? Well, Aggregated Event Measurement is how Meta keeps track of actions from people who opted out of app tracking during that Apple update.

Before you had to fill out a lot of info when setting up Aggregated Event Measurement, but now that’s gone. We’ll find out what that means for reporting accuracy and stuff.

​YOUTUBE IS DISCONTINUING STORIES​

YouTube stories, like other app’s story features, shows content that disappears after 24 hours. And YouTube is ditching it. Makes sense to me. They’re focusing more on Shorts instead.

TOOL OF THE WEEK

This is a new section. Reply and tell me your favorite marketing tools 🫡

​Flourish is cool for data visualization
​This is a sweet tool with a pretty robust free tier for creating charts and cool visualizations with your data.

USEFUL LINKS

​2023’S TOP 7 LOCAL SEARCH RANKING FACTORS, ILLUSTRATED AND EXPLAINED​

This Moz article gives detailed suggestions on how to improve each of the factors it lists, including tools to help you, examples from other businesses, and clear step-by-step instructions. Maybe you don’t need advice on local search, but if you need an example of fire content, here it is.

​TECH MARKETERS NEED TO ACCOUNT FOR THIS HIGHLY INFLUENTIAL AUDIENCE SEGMENT​

Where my B2B peeps at? This LinkedIn piece reveals the influence that external advisors have on tech buyers.

​MAXIMIZING META VIDEO ADS FOR SHORT & LONG TERM IMPACT IN ASIA PACIFIC​

Meta used Nielsen to run a three-year study on the impact of their videos. While the study was conducted on participants in Asia Pacific, it’s still worth a look at how video ads impacted people over those years.

​UNDERSTANDING NEWS TOPIC AUTHORITY​

Google just released this piece on topic authority, and it’s nice to have a confirmation of how they use this system.

​WEEKLY MARKETING FRAMEWORKS*

Marketing Powerups shares a framework from a marketing leader or company each week. Ramli, the editor, has some sweet connections who share what’s working in the marketing world with him, and then he shares that with us. Thanks dude.

​HOW TO EARN $10K FROM YOUR FIRST BOOK*

You entrepreneurs and experts out there would like this guide to making money from writing a book. Nathan has had his fair share of publishing and marketing experience (including starting ConvertKit). I’ve enjoyed the tips he shares.

​Updates to Performance Max campaigns ​

New goals​
Customer acquisition goals now have enhancements in beta that optimize for new customers who are most likely to provide high lifetime value. 👀

Later this year, a beta test for a re-engagement goal will be available to increase retention with valuable customers.

Copy and image creation through AI​
Performance Max campaigns will let you upload your own ad or offer to generate an ad through AI. If you opt to generate assets through Google, you’ll need to answer a few questions and provide the URL destination for your ad. Then, Google will generate copy and image options for your ads.

Use conversational AI to create a Google Ad campaign
​If you want—I repeat—if you want, you can use an AI chat to create a campaign. Eventually, this might be extra nice for small businesses new to setting up campaigns. But probably not a feature an experienced advertiser will rely on.

How Google is testing search ads and shopping ads in SGE
​Google is testing how to place ads in their Search Generative Experience (SGE), the AI-chat feature on Google search. We are all *very* interested in how this turns out.

​2 new campaign types
​Video view campaigns optimize getting the most video views (obviously). And demand generation campaigns will drive conversions through YouTube Shorts, in-feed, and in-stream, Discover, and Gmail.

​Alter images with Google Product Studios
​Google Product Studio is a new tool that helps merchants enhance and edit images. For instance, you can remove the background of product images or create new backgrounds.

Google Merchant Center Next takes over
​This will take over the Google Merchant Center and comes with improved UI and some new features, like automatically populating products based on your site.

​Google Ads will create AI-powered assets that target search queries
​Google AI can now pull automatically created assets (ACA) based on the context of a search query itself.

​A smattering of new tactical ad features ​

• Brand restrictions for broad match
• Google AI in Smart Bidding
• Top search categories for RSAs
• Campaign prefils
• Recommendations coming to the setup flow as well
• Export Performance Max assets straight from Creative Studio into Google Ads
• New trends explorer added to Ads Creative Studio
• New Asset Insights
• Improved search terms on the Insights page

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Ok, that’s it! Happy updates.

AI TIPS

Chat GPT or Bard Prompt: ​
Write a SWOT analysis for this website’s traffic: [insert website here].
​

Follow-up:

Can you create a three-month content marketing calendar for two pieces of content per month that will continue to keep the site’s strengths and that leverage the opportunities identified above?

INTERESTING STUFF

🗑️ HOW DELETING 80% OFF IBM’S MARKETING CONTENT BROUGHT THEM MORE TRAFFIC AND CONVERSIONS​

🤝 10 MOST TRUSTED BRANDS IN US​

🛒 KROGER TO ADD DIGITAL SMART SCREENS TO 500 U.S. STORES​

🏳️‍🌈 TARGET BECOMES LATEST COMPANY TO SUFFER BACKLASH FOR LGBTQ+ SUPPORT, PULLS SOME PRIDE MONTH CLOTHING​

🔓 LAST THURSDAY, GOOGLE OPENED UP ACCESS TO ITS AI SEARCH​

💻 BOTH CHATGPT PRO AND FREE WILL HAVE SEARCH FUNCTIONALITY SOON, USING BING​

🖼️GOOGLE BARD ADDS IMAGES FOR MORE VISUAL RESPONSES​

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