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Meta introduced an experimental A/B testing feature for Facebook Reels, allowing creators to test different captions and thumbnail images to optimize their content. The tool is part of the Professional Dashboard and enables users to choose up to four combinations for testing, with the winning variant displaying the one with the most views.
Google AdSense is making 2 significant changes to its revenue-sharing structure. First, it is shifting to per-impression payments, which will offer publishers greater transparency and consistency while displaying ads on their websites. Second, the revenue share will be split into separate rates for the buy-side and sell-side with the percentage that publishers keep remaining roughly the same at 68%.
POWERUP Toys struggled to convert visitors from paid ads and organic searches into buyers. Its team researched its target customers, then updated copy and images across the site to better connect the products to users’ lives. In 2 months, these changes increased its website conversion rate by 58%
Whether you have 1,000 or 10,000 followers, your LinkedIn profile is the first place people go to when you’ve caught their interest. Optimization tips include having a cover photo that showcases your expertise with a CTA, writing a headline that says exactly how you help others, and treating the website link like the subject line of an email or the headline of a Google text ad.
Marketers who invest in understanding diverse audience preferences and coordinating cross-device delivery gain highly engaged customers. It takes ongoing testing and refinement to keep the approach relevant. Tips in this collaborative post include: adding value and variation to repurposed content, identifying peak activity times for optimal posting times, and staying ahead of algorithm changes by having a variety of creative assets ready to go.
B2B marketing personalization focuses on customizing marketing efforts to address the unique needs of other businesses, with the primary objectives being improved audience engagement, increased conversions, and enhanced customer loyalty. This approach offers several benefits, including resource-efficient marketing, valuable data insights gained from segmentation, and effective personalization strategies for various channels like email and social media.
Ecommerce brands often take their foot off the optimization gas pedal during Q4—they’re either entering a code freeze or working on large holiday campaigns. This article shares 8 reasons why website audits should be conducted in November: there are more sessions and data than normal during the holidays, sites are full of high-intent and motivated visitors, and a code freeze means fewer variables affecting your site’s performance.
Cash App was a late entrant to the payments app space, but has grown into the #1 finance app in the U.S. It grew by marketing a strong hook to underserved and underbanked communities that Venmo had overlooked. With razor thin margins, its growth culture and formula revolved around CAC. It has kept CAC low while growing its user base with a strong referral program, enabling “billboarding,” and triggering word of mouth.
One of the biggest challenges brands face when scaling is the transition from an “acquisition-first” to an “acquisition + retention” approach to growth. Brands must understand every stage of their customer lifestyle in order to effectively retain users. It’s critical to audit every step in order to identify where customers are dropping off, which are the highest-ROI opportunities for retention campaigns. Marketers at this stage should also layer on additional channels and programs, such as loyalty rewards, to deepen the relationship with customers.
Google's Zero Moment of Truth (ZMOT) model, introduced in 2011, has transformed the way consumers engage with products. Unlike the traditional marketing approach, ZMOT occurs before consumers engage with products physically. It's a phase where consumers research, read reviews, and gather information online. This gives them more power to make informed decisions based on real-life user experiences and authentic feedback.
Avoid companies that don’t know why they’re growing, don’t ‘goal’ the rest of the company on growth, or have poor data infrastructure.
Apple, Toms, and Boohoo are branding success stories, but good branding can’t make up for moral failings, a bad product, or bad operations.