COMING AT YOU THE WEEK OF 6.13.23
Heeey.
I did a quick search to check the spelling of peruse today and I saw this insanity.
|
|
I panicked because that is the exact opposite of what I believe peruse to mean. Then, I learned about contronyms.
contronym, noun
con-tro-nym | ˈkän-trə-ˌnim
: a word having two meanings that contradict one another
Language is so cool and wild.
Peruse means to *casually* look at something though. Right, riiiiight?!
yes hayley
no hayley
MICROSOFT WILL ONLY RUN ADS FROM VERIFIED ADVERTISERS BEGINNING AUGUST 1
If you currently run ads through Microsoft, you should have received an email about starting the verification process. If you aren’t verified and haven’t seen that email, reach out to Microsoft by July 15.
This update will let Bing users see more details about the ads they’re served, like why they’ve been targeted and which company is running the ad.
MICROSOFT INTRODUCES CROSS-DEVICE ATTRIBUTION AND PREMIUM SEARCH ADS
If a user interacts with an ad on their phone but converts on their laptop, Microsoft Advertising will attribute the conversion to the mobile ad click. Accounts might see an increase in attributed conversions from this update.
Also, Premium Search Ads are now available in the Microsoft Store.
REDDIT COMMUNITIES PROTEST THE APP’S NEW API FEES
Last week I mentioned the new API fees Reddit announced. Yesterday and today a bunch of communities protested by setting themselves to private so they can’t be accessed publicly. They’re pressing for a reversal of the new policy. And if you run Reddit ads, you want to check on how they’re performing through this.
REDDIT’S INTRODUCING CONTEXTUAL KEYWORD TARGETING AND PRODUCT ADS
This contextual keyword option opens up your targeting to users who show interest in your chosen keywords. So far, Reddit ads were focused on communities, interests, and location. Reddit is also releasing Product ads that will show pricing info and a “Shop now” CTA. (Interesting how Reddit released these updates now, considering the protests.)
WRAP UP YOUR TRANSITION TO GOOGLE ANALYTICS 4 BY JULY 1
Universal Analytics won’t process new data beginning July 1. So you really need GA4 by then. (You can access historical UA data until July 2024, in case you care).
v14 OF GOOGLE ADS API IS RELEASED
Updates include improvements to offline conversion reporting and recognizing if data comes from GA4 or Universal Analytics.
ALL BRANDS ON TIKTOK CAN USE OPEN APPLICATIONS FOR CREATOR PARTNERSHIPS
Open Applications lets a brand share the details of an upcoming campaign to creators who can peruse the campaigns and message businesses when they’re interested in one. That’s been available—limitedly—since Feb and is now available for all brands on TikTok.
AMAZON PRIME IS MAKING AN AD-SUPPORTED TIER
This update is based on anonymous sources who spoke to The Wall Street Journal, not an official company announcement. We don’t know yet when advertisements will be available and when the tier will launch. Amazon’s new subscriber numbers have struggled this year, which we assume inspired this decision.
UPDATES ON LINKEDIN FOR VIDEO, CONVERSATION, AND THOUGHT LEADER ADS
First, LN is testing AI Copy Suggestions. So generative AI can give you text and headline suggestions.
Pre- and mid-roll video ads are now available in LinkedIn’s Audience Network videos. These videos appear on LN’s partner apps and sites, so people can see those ads when they’re browsing off of LinkedIn.
They’re opening up Conversation and Thought Leader Ads to all advertisers. Thought leader ads are pretty sweet. It lets a company’s business account promote their employees’ posts. A conversation ad’s CTA invites people to chat with the company using their LinkedIn Inbox.
They also released Pages Messaging. This lets people DM a company profile. Before, DMs in LinkedIn could only happen between two user profiles. Now, companies can message people as their business page. So instead of messaging Hannah at Hubspot, you can DM Hubspot directly.
So imagine if ChatGPT consistently had all your CRM data in real time AND it had processes set up to help you personalize your campaigns based on that data.
That seems to be the goal with Marketing GPT. This is new, so I don’t know how well SalesForce is executing this. But the idea is very compelling.
According to SalesForce, with Marketing GPT:
- Audience segments will have improved targeting and will be easier/faster to create
- Personalized emails can be automatically written
- You can have a more comprehensive understanding of audience segments because more connections can be identified between data sets (like third-party paid ad data, revenue data, and first-party data)
- And quite a few other reasons
I’m excited to see how this is received and if it lives up to the cool potential it offers. (If you use it, let me know how it goes!)
CONTENT IDEATION REPORT SPONSORED
99.9999999999999999% of marketers need help coming up with new content ideas. My friends at BASE Search Marketing will give you—dear Highrise reader—a free Content Ideation Report. It’s got 25 content opportunities based on competitive gaps. I’m under the impression you’ve got nothing to lose.
FREE GOOGLE TRAININGS TO BOOST YOUR GENERATIVE AI KNOWLEDGE
I wanted context and a general base for wrapping my head around AI. So courses like Intro to Generative AI and Intro to Large Language Models were perfect for me.
But other courses like Encoder-Decoder Architecture are for people who really want to dig into the nitty gritties of this. And that’s not me, but I know it’s some of you.
Ok brilliant Google advertisers. These are two awesome, detailed pieces about combining the forces of Google Ads script and GPT.
In this article Frederick Vallaeys:
Identifies opportunities for responsive search ads (RSAs) and uses GPT to help generate additional creative assets to capitalize on the opportunity.
The article includes the Google Ads script he uses.
Frederick Vallaeys also wrote this great piece.
It’s about using GPT to automate account performance summaries. He’s awesome at explaining how and why he tweaks his prompts to get something great.
🏙️ THE AD EXEC WHO CREATED I♥NY AND INSPIRED MAD MEN’S PEGGY
🕵️ SCIENTISTS CLAIM >99 PERCENT IDENTIFICATION RATE OF CHATGPT CONTENT
🥤 COKE LINKS WITH LEAGUE OF LEGENDS DEVELOPER ON LATEST FLAVOR EXPERIMENT
🎯 THE MOST PERSONAL WAYS ADVERTISERS TARGET YOU
🛅 IKEA IS BRINGING A 19-FOOT FRAKTA BAG TO CHICAGO
🛒 WALMART CONNECT EXPANDS IN-STORE AD FORMATS AS SHOPPERS RETURN EN MASSE
✉️ ELON MUSK SAYS CREATORS WILL BE ABLE TO DOWNLOAD EMAIL INFO OF SUBSCRIBERS, POINTS TO NEW VIDEO PUSH
Some of the links in my newsletters are affiliate links. So sometimes I get monies (aka dollary doos, aka sweet sweet dough) when you buy or sign up for some of the stuff I mention—at no extra cost to you.