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Google is continuing its layoffs, impacting a few hundred roles globally in its advertising sales team. The Large Customer Sales unit, a team that sells ads to large businesses, is expected to bear the brunt. The leaked memo does not mention it, but there are speculations that the layoff is partly due to generative AI taking over some activities previously performed by these employees.
Repeated exposure to the same online ad can quickly lead to annoyance. There’s a 40% chance of putting off customers after just 3 repetitions. This article recommends capping general advertising at 3 times per person and up to 6 times for those already interested in the product. It also suggests using static images, changing creatives, and avoiding animations to increase ad tolerance.
A deep dive into 14 research-backed subject line split testing ideas to enhance email open rates. Suggestions cover personalization, urgency, length, benefits specificity, and content type indication. It also recommends tracking conversion rates alongside open rates and tailoring tactics based on industry and audience demographics.
This article covers 35 ChatGPT prompts to get more out of your email campaigns. It outlines how to structure your prompt to include roleplay or emulate an expert, communicate the exact product you want to promote, and articulate the tactical recommendation you want. The sample prompts cover flash sales, product launches, drip campaigns, and more.
Google Ads appears to be slowly releasing a feature that lets you add three campaign-level headlines and two campaign-level descriptions. You can also schedule the headlines and descriptions to run at certain times or pin them in specific positions. This can be useful during a sale period.
Most brands make mistakes when identifying their target audience and the segments within it. This framework helps you organize your overall audience by segment, persona, buyer, and user. Working through this can be a helpful exercise to understand who to target as well as identify the best buying process for them.
Every business can be distilled into a simple equation. Figuring out this equation gives you a map for understanding which metrics you need to track and what factors drive the growth of your business. This post walks through how to identify your business’s formula and how to use it to identify the lever(s) that drives the most impact. This is also a valuable basis for building a full-fledged growth model.
Podcasting remains a rapidly growing digital channel despite mixed headlines in 2023. U.S. ad revenues grew 115% from 2020 to 2022. While podcasts face challenges in revenue generation, the programmatic share of podcast revenue doubled to 11% in 2023. This offers marketers opportunities to expand direct relationships and reach broader audiences. Embracing programmatic strategies, such as dynamic ad insertion and brand-building campaigns, has proven successful for audio streaming networks like SiriusXM Media.
A founder’s reflections on selling his $3.5M ARR business and what he’d do differently next time.
Despite facing financial challenges and emotional distress, Gen Zs exhibit heavy luxury spending, emphasizing the need for a new approach to financial well-being.
Explore various naming strategies based on the top 100 App Store apps. Tactics are split between creative and practical including play on words, paying tribute, easy-to-remember options, and abbreviations.
FedEx has launched the FDX commerce platform, positioning itself against Amazon by offering similar services. Its offerings include demand generation, fulfillment, tracking, and post-purchase experiences for merchants. It is currently in private preview, but FDX plans to expand its reach in fall 2024. Businesses can register their interest now. So far, specific details on its competitive strategy remain unclear.
Google Ads' customer service is facing severe criticism, with advertisers reporting issues like incorrect account suspensions, unhelpful sales calls, and a lack of support. There is speculation that the company is planning to phase out support amid concerns about job cuts. In response to the criticism, Google said it is working to improve customer support by leveraging AI.
Revolut, a leading Fintech company, experienced hyper-growth through word-of-mouth and referral marketing. It constituted 65-70% of its traffic. The company’s overall marketing strategy was centered around its product. It aimed to provide something so good that customers would do the marketing for them. It used targeted referral campaigns to drive user acquisition and feature adoption. The campaigns included unique reward systems, incentives, and gamification.
This post provides a prompt template for writing ad copy with a PDF lead magnet. It breaks the prompt down into 4 steps: personalization, command, modifiers, and the document upload.
This article covers how companies like FedEx, Southwest Airlines, and Barilla have successfully taken root in their audience’s minds. Brand positioning is the mental association someone has with a brand or product and is vital for brand recall, loyalty, and market differentiation. FedEx is synonymous with overnight delivery, Coca-Cola is notorious for creating nostalgia, and Bayer Aspirin caters to those who need immediate pain relief with smaller packaging.
Reddit is a great source of audience insights and marketing ideas. GummySearch helps monitor Subreddits and engage with discussions relevant to your company or product. Marketing Blocks is a content-generation suite that’s helpful for addressing prospects’ concerns and suggestions. GigaBrain searches Reddit by keyword and summarizes the findings, so it helps you discover the words and phrases of consumers to include in your own content. Profiler is a free Chrome extension for analyzing the activity of any Reddit user, streamlining outreach and audience research.
When choosing a free email marketing tool, look for features like a template library, A/B testing, ease of use, and customization options. This guide contains 9 recommended tools, including MailerLite, SendX, and ActiveCampaign. It also explains how each tool caters to different needs and preferences.
A brand’s positioning and homepage messaging will change over time, even if the product stays the same. Loom has been a screen recorder since 2017, but the way it messaged the product to the market changed each year. This post runs through each positioning statement by year and why the brand made these adjustments over time.
With Valentine’s Day approaching, TikTok shared a guide to help marketers create campaigns in response to key trends among TikTok users. The guide shares the most used hashtags around the event, an overview of the products that TikTok users are most interested in, and practical pointers for best ad types.
Marketing leadership needs to align with the stage of growth: problem-market fit, product-market fit, or platform-market fit. In the first phase, a marketing person is in fact necessary. They should be a director-level individual contributor who can roll up their sleeves across a handful of disciplines. In the next stage, brands need a VP or CMO who has a small team but can still execute. The final growth stage requires specialists in each discipline under a CMO who can align marketing strategy to company vision.
A visual outlining the optimal format for LinkedIn posts that include text only, text and images, articles and newsletters, videos, and other media.
Historically, it’s been extremely hard to exclude keywords, topics, or placements from Performance Max campaigns. Now, Google offers a simple form to request exclusions.
A list of 9 lessons that all writers can learn from.
In 2024, policymakers and businesses will face significant discussions around AI regulation and data privacy. Some of the challenges expected include Google’s actions against third-party cookies, legal conflicts such as Epic Games’ lawsuits, and challenges in navigating diverse state privacy laws. In that context, only 45% of executives said they feel “very prepared” to face the upcoming regulatory challenges.
YouTube recently started showing a pop-up message when an ad blocker is detected, preventing users from watching a video. Now, the platform has started slowing down the entire site when an ad blocker is being used. Users are left with the choice of either disabling their ad blockers or upgrading to YouTube Premium.
Brands should dig through their content archives and re-use the top performers. Small brands tend to hit a 32% reach rate (number of people who’ve seen your post/followers), while brands in the 500K range strike a 12% reach rate. This translates to 68-88% of followers not seeing any one post in particular. Brands are advised to go through their top 50 posts to see what’s evergreen and to use those top performers every year.
The postscript (P.S.) is an email copywriting tactic that can help communicate your message and drive conversions. This article includes 6 use cases for a P.S. in email, including the hook, the urgency, and the testimonial.
Hashtags on Linkedin are now less relevant. The company is gradually de-emphasizing them as a discovery tool as part of its broader focus on topical relevance. It specifically noted that its system is not designed for virality, so hashtags are not necessarily supposed to work on LinkedIn the way they do on other apps.
This carousel shares AI and design tips for elevating your content on Canva. It includes simple tips on how to create an overlapping effect on image and text and how to create an image outline on a headshot. It also highlights popular Canva apps available in the library, such as Pexels & Pixabay, Brandfetch, Murf AI, and more.
HumanLinker is an AI Sales Assistant designed to help sales professionals with personalized prospecting and efficient meeting preparation. Its features include personalized copywriting, prospect analysis, and sales intent alerts. It integrates with other tools, such as Salesforce and Hubspot, and has a Chrome extension. The tool offers a free plan as well as several paid plan options.
This founder built a SaaS company with zero funding and zero dollars in ad spend while boasting raving customers and profitability. It started when one of his e-commerce clients came to him needing a way to review and edit orders before sending them out for fulfillment. A week later he had a solution, which eventually grew into OrderDesk. The company initially grew through word of mouth and via its partners, whose customers needed the product. The brand focused on building as many third-party integrations as possible as a natural sales function and now also has a team focused on building content.
Content creators, despite having millions of followers, struggle financially, relying on brand deals rather than platform earnings. The lack of transparency in brand deals and uncertainties with platforms prompt discussions about the need for a creator union to ensure fair compensation. Creators are seeking legal protections and a voice in platform decisions.
“Managing up” boils down to being reliable. It is the one skill that you need in order to succeed in your career.
An opinion piece on why the conventional advertising strategy is ineffective. The author suggests prioritizing brand messaging, discarding fully attributable media plans, and focusing on contextual media.
A curated list of 10 online courses to increase productivity, create content, and more.
Advertisers now looking to run Meta ads about social issues, elections, and politics have to indicate whether their ad contains realistic images, videos, or audio that were digitally created or altered by AI or other methods. Advertisers can update their previously launched campaigns with the new AI disclosure tag.
Visa has partnered with Web3 engagement company SmartMedia Technologies to create a new customer loyalty offering. Brands using the service can provide incentives within digital experiences, such as augmented reality treasure hunts and gamified giveaways. The service comes with a tool that creates digital wallets for customers so they can store loyalty incentives for online and offline travel, sports, or other experiences.
B2B sales and marketing software company lempire wanted to boost outreach reply rate and convert more customers, so the CEO interviewed guests within the industry on the company's podcast and then cut up bite-sized clips from each show that the guests would naturally want to share on social media. The team then reached out to anyone who liked, shared, or commented on the guest’s post, using it as a form of social proof. This resulted in a pool of new leads with an above-average reply rate.
Effective scroll-stopping hooks create just the right amount of curiosity and mystery and are short, sweet, and to the point. This post contains 100+ social media hooks that can be used for reels, TikTok, or post captions.
This article discusses outstanding copywriting examples across different platforms. It analyzes successful landing pages for courses, exemplary website copy, attention-grabbing social media posts, and effective email marketing strategies. The key takeaways underscore the importance of clarity, relatability, and continuous improvement in honing copywriting skills.
In this post, the CMO of Copy.ai provides a quick video demo (less than 2 minutes) of how he uses the tool to create account plans for prospective clients. It usually takes him 30 minutes to an hour to write out an account overview, research company news, and gather industry terms. He does it in just seconds with a Copy.ai workflow. All he has to do is enter the client’s company name and the entire account plan is generated. The tool has a free trial available.
Companies that are great at developing tech products have clearly defined metrics, review those metrics regularly, and try to determine how their work impacts those metrics. The basic hierarchy of metrics that subscription products should use cover 3 categories, each with several primary and secondary metrics. First, how well the product attracts new users is measured with metrics like Conversion Rate to Paid and Trial Start Rate. How long users stay in the product is measured with Lifetime Value and various types of retention metrics on a cohort basis. Finally, how customers leave the product can be monitored with metrics like Churn Rate and “Happy” Cancellation Rate.
This article dissects the copywriting of an envelope from the mid-1990s that promoted a book about money. The first job of copywriting is to be noticed - this envelope immediately grabs your attention with the word “Money” as the headline. It continues with a subheading that conjures fear, curiosity, and expectation – appropriate for targeting an audience struggling with their finances. The copy strikes a balance between curiosity and benefits and leaves readers with a clear call to action.
This post outlines how Instagram ranks posts on Feed, Stories, Explore, and Reels. The algorithm considers of various factors, including engagement history, activity, and interactions. You can’t “beat the algorithm”, but you can understand how the algorithm works, know your audience’s wants, needs, and desires, and provide value.
Topgolf’s Marketing Director posted a LinkedIn job posting immediately after Tiger Woods parted ways with Nike after 27 years together as an apparel partner. The witty posting specifically targets Tiger Woods as “Global Head of Footwear and Apparel”.
With 23 million monthly active users on its ad tier, Netflix plans to launch pause ads globally soon. Netflix is aiming to address scale concerns and capitalize on the growing interest in ad-supported streaming plans.