COMING AT YOU THE WEEK OF 6.27.23
When I was five I broke my arm. Well, I didn’t break my own arm. What pyscho breaks their own arm? The ground broke my arm when my sweaty, small hands slipped off the monkey bars.
English has a weird way of applying blame to accidents, which Lera points out in this TedTalk.
He broke the vase or They broke their arm.
As opposed to Spanish and other languages that say something closer to:
The vase broke or The vase broke itself.
Native English speakers might see accidents as purposeful. We might feel embarrassment and guilt for accidents more easily. We might blame other people faster for accidents they made.
If some things have gone a little wrong this week, if they do today—let it go. Don’t worry about assigning blame.
Ok byyeeeee,
Hayley
GOOGLE IMPROVED STORE SALES REPORTING AND BIDDING
If you use Performance Max campaigns to get sales offline, then these are particularly useful changes.
Holistic measurements: ROAS calculations for online and offline conversions
Smart bidding: Optimize Google ads for improved store sales
Reporting alignment: A methodology that helps illustrate store visit-to-purchase rates by campaign
THERE’S BEEN HIGH SEARCH RANKING VOLATILITY BEGINNING JUN 14
Looks like an unconfirmed algorithm update from Google. “I don’t think I’ve seen a period thing long [i think he meant this long] with such heated volatility, with no confirmed update,” said Barry, who’s pretty much the expert on search volatility.
GOOGLE ADDED AN ATTRIBUTION SETTINGS OPTION
With this update, you can “choose whether conversion credit is assigned to only paid Google Ads campaigns or both paid and organic channels.”
MICROSOFT HAS A NEW AI-BASED AD TOOL, PREDICTIVE TARGETING
“Predictive Targeting analyzes signals from advertisers’ existing ads and landing pages and Microsoft’s audience data to identify potential new audiences.”
META IS EXPANDING REELS ADVERTISING
They’re opening up Reel advertising to more brands, adding app promotion ads to Reels, and testing music optimization.
TIKTOK NOW HAS INTERACTIVE ADD-ONS FOR IN-FEED ADS
These add ons are pop-ups, stickers, polls, sliders, and other visual elements that can get the viewers to become engagers on your ads.
iPHONE APP STORE ROLLING OUT NEW AD FORMAT
“The new Today tab format is more compact than the previous full-height card design but is viewable immediately upon opening the tab on the iPhone.”
OTHER UPDATES
Amazon officially announces Prime Day 2023 for July 11 and 12
Google Analytics removed first click, linear, time decay, and position-based attribution models
Search Console is adding INP issue reporting to the Core Web Vitals Report
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The Givingli app lets you send from-grandma style cards in a modern (virtual) way. I’ve used it for years to upgrade my hbd texts to a WAY more personal/unique card. With hardly any extra effort.
THEN I heard someone say they use it when they recognize team members and coworkers at work. And I was like *genius.*
You could jump on the app for 20 minutes and schedule a year’s worth of personal, unique happy birthday cards to your team of five.
Also, I’m a cheapskate. So obviously the app is free. But you can add a gift, like a box of chocolates or gift card. It’s weird, but they do make you pay for any gifts you send. 🙃
REDDIT SHOWS HOW CONSUMERS CONDUCT PRODUCT RESEARCH IN THE APP
They paint a pretty impressive picture of how much Reddit is used for organic recommendations.
In fact, “reviewing recommendations is decidedly the most popular activity on the platform (86%).”
THE ART OF ASKING DISCONFIRMING QUESTIONS
Check out these two questions:
What should I optimize on my landing page to get more customers to buy?
vs.
What is missing from the landing page that might keep a customer from buying?
The second is disconfirming and this article suggests those disconfirming questions will get you farther with ChatGPT and its peers when using them for your marketing strategy.
I tried out this Chat-GPT prompt this week.
Using the empathy mapping process define the core buyer personas and segments that make up ideal clients for [your product/business] in [your industry]. source
I found it useful at summarizing info on the different personas and less useful at identifying all relevant personas.
Here’s the info it gave me for one persona.
Persona 2: Digital Advertising Specialist
Demographics: Age (25-40), Gender (Any), Education (Bachelor’s/Master’s in Marketing or related field), Job Title (Digital Advertising Specialist)
Goals and Aspirations: Drive online advertising campaigns, increase website conversions, optimize ad performance, target relevant audiences, and generate measurable results.
Pain Points and Challenges: Choosing the right advertising platforms, managing ad budgets effectively, keeping up with ad format changes, analyzing campaign data, dealing with ad fatigue, and staying updated on emerging advertising trends.
Influences and Sources of Information: Digital advertising platforms (e.g., Google Ads, Facebook Ads), industry case studies and reports, advertising conferences and events, digital marketing blogs, and analytics tools.
After seeing the limited personas it identified, I asked it to give me that same info but for personas I already knew fit into my target audience.
Can you build out core buyer personas and segments using the empathy mapping process for [persona 1], [persona 2], and [persona 3].
TechSpo | July 10-11 San Francisco, CA
Ain’t no way around it. Marketers be techie folks. So you might wanna check out this conference that covers internet, mobile, adtech, martech, and SaaS technologies.
MAICON | July 26-28 Cleveland, OH
I won’t explain why you should care about the Marketing Artificial Intelligence Conference (MAICON).
Affiliate Summit East | July 31-Aug 1 New York City, NY
Here’s a place to find good fits for your affiliate program.
MozCon | August 7-8 Seattle, WA
MozCon’s a cool spot to hear success stories and get ideas for your strategy. And meet marketing friends.
🔥EMERSON SAID THAT THE AVERAGE MAN IS “BORN RED, AND DIES GRAY.” DIE RED.
🍕 DOMINO’S DELIVERS ANYWHERE ON THE MAP WITH LATEST TECH INNOVATION
🛍️ TIKTOK LOOKS TO CHALLENGE AMAZON AND SHEIN WITH NEW E-COMMERCE INITIATIVE
🖼️ SNAP RESEARCH INTRODUCES A NEW TEXT-TO-IMAGE DIFFUSION MODEL FOR GENERATIVE AI
🦁 EXPLORE THE LIONS AND DISCOVER THE SHORTLISTS AND WINNERS FROM 2023.
🤳 GEN Z INSTALL THE MOST GAMES AND MAKE THE MOST FREQUENT IN-APP PURCHASES
🧪 LINKEDIN TESTING GENERATIVE AI DIRECTLY WITHIN THE LINKEDIN SHARE BOX
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.