📦 - Google Cracks Down On Spammy Content

Google Search Spam, Meta Short Form Video, and The Perfect DTC Product Tuesday, March 12, 2024 It’s official. There are no unique experiences left 🤣 Good morning, Ryan Gosling’s dazzling ‘I’m Just Ken’ performance wasn’t the only surprise at Sunday’s Oscars show. 👀 Don Julio Tequila delighted the audience when host Jimmy Kimmel made a toast midway through the show and suggested everyone do tequila shots with him. Listen, we get it, we don’t all have Don Julio sized budgets to sponsor the Oscars, but getting creative in ways to showcase your product is definitely something to think about! Here’s what you’ll find in today’s DTC: - Google’s latest algo update will downrank spammy low quality content on sites. - Why 3-5 second short form video ads are crushing it on Meta. - And the attributes of a perfect DTC product. 😍 You’re reading this newsletter along with new subscribers from: Apple Moving, Hive Mind Mead, and MoneyNext. 👋 SCALE 🚀 This Brand Doubled Their Sales… A service based brand joined Pilothouse’s brand accelerator, Pilot Program, with one goal in mind: [scale](. 🚀 The team took over their campaigns, revamped their creative approach, and saw results better than anyone could have expected… 💥 Their sales doubled and their AOV increased by over $30! This isn’t a one-off success story. The team has [opened up limited spaces for Pilot Program]( to help your brand achieve results like these. If you want to scale to new heights, get in touch with the partnerships team today. 🚨 [Kickstart your growth and unlock your brand’s full potential](. *Sponsored PLATFORM UPDATE 🔧 Google Algo Update Combats Low Quality Content In Search Google announced they will make some major algo updates to search starting this month. After complaints about the low-quality and ‘spammy’ search results that have plagued the platform, the search engine giant hopes these changes will return more quality searches for users. What is spammy content? 🤔 Content that is created with the intent to rank highly in search rather than offer any valuable or relevant insights. This results in a low-quality search experience for users. Oftentimes this spammy content is gibberish stuffed with keywords. With the popularity of AI, this process can be automated and scaled more quickly, overrunning SERPs with badly written content. 😨 The solution? Google is hoping these new improvements will help combat low-quality search content otherwise known as SEO spam. Their goal is to reduce unhelpful content by 40%. Google will focus on… ✅ Improving quality ranking: The new algorithm will prioritize ranking the most helpful content in SERPs. ✅ Strengthening spam policies: New measures will be introduced to sift out low-quality content and keep them out of search results. Here are a few of the black hat tactics Google will be cracking down on: - Scaled content abuse: Sites producing content to beat rankings rather than focus on quality helpful content will be down-ranked. - Site reputation abuse: Paying sites with strong site reputations to host low-quality spammy content. - Expired domain abuse: Purchasing old domain names to host low-quality content. Google is hoping these changes will help create a better experience for searchers. Keep an eye on your search traffic this month to see how this impact affects your site. 👋 HEY THERE Happy Tuesday! 😊 Just a heads-up: it’s possible your email provider might be accidentally hiding you from us. To keep our connection strong and make sure you keep getting our emails, make sure you click somewhere in todays send. Not sure where to click? [Here works](. 🤷 AKNF PODCAST 🎧 Create Stellar Short Form Videos on Meta Ads In this episode of the pod, we catch up with Avery from the [Pilothouse Meta team]( and discuss the merits of short-form content at every stage of the funnel (especially TOF) and how to capture people’s attention when the average watch time is so short. ⏱️ Avery explains: “To make a strong short-form video stand out it's important to understand who is seeing it. Before we dive into ad creation, we create customer personas to understand the target audience more. The key is creating 3-5 second ads that feel human and relatable.” In this podcast, we cover: - The importance of using a strong hook and brand humor - How video ads stack up against static UGC images - Explaining the TikTok Effect and how it has influenced other social platforms like Meta - The movement towards human-created and authentic content 👉 You can listen to the full episode [here](. 🌐 IN THE SOCIAL SPHERE The perfect product doesn’t exist… But if it did, the following attributes would make it a winner! 🏆 Easy to produce, easy to ship, and drives repeat purchases. Can't view the image? [Click here]( ⚡ QUICK HITS 🚀 Skyrocket your brand's TikTok engagement. Spotlight Oral Care collaborated with 50 of minisocial’s micro-influencers to gain 6M views and $30,365 EMV (earned media value). Your viral moment awaits, [get connected](. * 💰 Spend more time making money and less time auditing it. DayZero's AI bookkeeper gives you real time visibility into your financials. [DTC readers get a 30-day FREE trial here](. * 📰 NEWS - [Reddit launches Reddit Pro](, a free suite of tools for businesses to expand their reach. - [Temu spent $2 billion on Meta Ads last year]( which is about 10% of Meta’s ad revenue. - The Oscars [brought in an estimated $120 million in ad revenue]( thanks to sponsors like Walmart, TikTok, and Ulta. - Molson [promotes their ‘See My Name’ campaign]( with PWHL on International Women’s Day. SPONSOR DTC 📥 Got a B2B Biz? Join dozens of B2B companies finding demand-gen success through our niche community of 160k brand leaders and founders this year. [Talk to our team to learn more](. Have you heard our latest podcasts? - 💪 Dan Crosby on [BioSteel and Revitalizing a Hydration Empire]( - ✍️ [AKNF 383:]( Meta State of The Union 2024 - 👚 Oren John on [Launching a Premium Niche Fashion Brand]( - 💰 [AKNF 381:]( The Ultimate CRO Framework for Media Buyers - 🧦 Streamlining Success – Outway's Taylor Fraser on [Simplifying to Scale Ecommerce]( - 👀 [AKNF 379:]( TikTok Shop Affiliates: The Time Is Now Don’t forget to [rate the DTC Podcast]( on Apple (⭐️⭐️⭐️⭐️⭐️) DTC Newsletter is written by [Rebecca Knight]( and [Frances Du](. Edited by [Eric Dyck](. Was this email forwarded to you? Sign up [here](. NEED MORE DTC? 🚀 [Advertise]( in DTC Newsletter. Please note that items in this newsletter marked with * contain sponsored content. [Direct To Consumer]( Pilothouse, 1011 Government St., Victoria, BC V8W 1X6, Canada [Advertise with DTC]( | [Work With Pilothouse]( [Unsubscribe](