📞 Call backs.

What Google really means by E-A-T, why paid trials are so effective, and more. September 29, 2022 [Read in browser]( [logo] [sponsor]( Good morning. If you’re bad at taking photos, try this simple trick: Go to the most beautiful place you can… and snap a picture. Look at that. Stunning. And to think your friends wanted to take your camera away… META Customers can now request call backs [article-image] Extroverted and introverted business owners everywhere are about to rejoice… or panic. This is crazy: Customers can now [request a call back from your business]( when they click on your Facebook Call Ad. Previously, when customers clicked on a Call Ad, they automatically called your business. Now customers will see a “request a call” option which allows them to type a callback message and wait for your call instead. So call me maybe: Meta also announced new integrations and optimizations for Call Ads, like: - Call Ads in sales objectives. You can now count calls as conversions. - Call Ads can target people that engage in longer conversations. - A pre-call business feature that allows you to educate customers before the call with info about your business. - In-app calling so you don’t have to leave the platform to conduct calls. Why we care: Meta claims that many leads get lost forever because of unanswered calls. If that sounds like your business, this could mitigate the problem. It also offers you new ways to use and get ROAS on your Call Ads… always a good thing! E-COMMERCE Macy's opens online marketplace to brands and merchants Macy’s is reading the room… The famous retailer [just announced their own curated marketplace]( powered by Mirakl—a leading third-party marketplace tech company. How it works: Advertisers lucky enough to be part of Macy’s “select, curated group of sellers and brands” would be able to access a seller's dashboard and submit products for review. If approved, your products would appear besides Macy’s original products in their online store, with a tag indicating that you’re the one selling and shipping. Why we care: Macy’s gets nearly 80M visits every month from customers, many with purchase intent. If you’re in e-commerce, this could be another big opportunity to source products on Macy’s website… without the costs that usually follow. The only thing that would make this news more perfect would be a hot, soft mall pretzel. Oh, and speaking of opportunities… SPONSORED BY BLACK CROW AI If one click could increase revenue by 55% and win your brand the best holiday results yet… would you do it? [article-image]( iOS 14.5 dampened ad performance, and marketers are looking for new strategies to hit year-end goals this Q4. The good news is, 150 DTC brands have already started racking up the wins: Burrow saw their ROAS increase to over 15:1 in static retargeting and 100% for dynamic retargeting campaigns. Alleyoop saw a 55% increase in revenue, 50% more sales, and 10% higher ROAS on Facebook. How are they doing it? [They used Black Crow’s AI model]( to group potential customers into profiles based on their likelihood to buy. Then they turned those profiles into tangible lists they could use in their campaigns. The best part? It’s a one-click integration you complete in seconds. So if you want to lock in great Q4 results this year… [… Try Black Crow free for 30 days.]( SEO What does Google actually mean by E-A-T? [article-image] Here’s what most SEOs believe when it comes to Google’s E-A-T framework: By focusing on your content’s E-A-T (expertise, authoritativeness, and trustworthiness), you’ll climb to the top of the search results. But Molly Ploe at Moz [asks a great question](: If you do everything by the book and your direct competitors do so as well… How do you know you’ll rank above them? She analyzed the top results of ten different queries in seven verticals (647 results) to find out which “little details” move the needle—and she discovered some interesting things. The proof is in the pudding, so let’s E-A-T it… Be relevant, but also recent. Yes, your content has to be original and well researched. But even more importantly, it needs to strengthen your topical authority. See, Google connects the dots of your content and finds a core topic. The more relevant your content is to a specific vertical, the more chances you have to rank above everyone else. Molly also says most top articles are updating and refreshing their content. So keep yours updated, too. Build off-site presence. Google reviews, third-party reviews, Wikipedia mentions, and listings won’t always send a lot of traffic, but Google definitely counts them. Websites that had a lot of direct mentions on these places ranked favorably on the first page. Be transparent and honest. This is where trustworthiness comes into play. Almost every top ranking result had a detailed About Us page. But that’s not all. Having an author name next to the article and linking to their credentials, including testimonials and reviews, indicating fact-checking, and more were all present on most websites. Form meaningful connections. This is why link building and digital PR firms charge so much. Displaying your work with reputable partners is a clear signal that you have expertise. Molly lists partnership announcements, accolades from recognized organizations, reputable backlinks, high domain authority, and low link spam score as key factors. Implement the right technology. Climbing to the top demands quality tools. For instance, 96% of all top 3 users had HTTPS — a secure technology. Also, try to minimize disruptions such as on-page ads and intrusive email pop-ups while adding mandatory notifications — e.g. cookie consent notice. Better E-A-T up… because it’s a long climb to the top, and there’s a lot to plan for! SPONSORED BY ATTEST Make smarter, data-based decisions using your consumer insights [article-image]( What if you could predict the results of a marketing campaign the same way meteorologists predict the weather? You could make winning marketing decisions with confidence… And get ahead in your career. It’s possible when you can get expert insights – without needing to be an expert yourself. Thanks to Attest, research is easy.[Their intuitive platform plugs you into accurate consumer insights whenever you need them](, plus unlimited support from research experts. [Make research your competitive advantage.]( THE CREW’S INSIGHTS Selling a subscription product? Offer a paid trial [article-image] As you may know, The Crew here has spent the past couple of years putting together Stacked Marketer Pro: Our premium content offering packed with tactical, ROI-boosting marketing insights. Don’t worry, this isn’t a sales pitch. It’s a story. We launched Stacked Marketer Pro at a $99 per month subscription. But it was tough to get people to sign up. We were—and still are—convinced of the value of our product, and so were the people who signed up. But for many readers used to getting a free marketing newsletter, $99 per month was a big leap. So we launched a paid trial program. Now, you can sign up to Stacked Marketer Pro for $7 for a week of access. After that, the price goes up to $99 per month. The result? Sign-ups have flooded in since the paid trial launch. Not everyone sticks around, of course, but it’s a significant improvement. Why it works: Naturally, a lower barrier to entry makes signing up more attractive. But it also relies on a psychological principle. Once you’ve invested a small amount in something, it’s easier to pay more later on. The insight? To increase revenue, try giving your potential customers a lower barrier to entry in the form of a paid trial or paid sample. This increases conversions, and it eases your customer into spending money with you, making it more likely they’ll pay again. ROUNDING UP THE STACK [COPYWRITING:]( Amateur copy will destroy your website conversion rate. If you don’t have the time to craft copy, this group of proven copywriters vetted by Panda Copy can help you starting at just $49 for 7 days. [Get unlimited pro copy starting at just $49.](* [META:]( What’s old is new again… sort of. Facebook Pay is rebranding as Meta Pay, but the company promises that everything else is staying the same except for the name. Guess we’ll see… [INSTAGRAM](: Meet “notes.” Instagram is testing a new feature that allows you to leave short 24-hour text messages for close friends or followers users have followed back. Just imagine the Easter Egg campaigns you could run with this… [TIKTOK](: No time for fakers. TikTok says their fake account removal increased 61% during Q2… a staggering 33.6M accounts. In fact, their removal rate has swelled 2,000% over the last 12 months. [META:]( Heads up. If you’re planning to run social issues and politics ads during midterm elections… you won’t be able to. Facebook is placing a restriction period in the US for these ads specifically from November 1–8. Plan your campaigns accordingly! *This is a sponsored post BRAIN TEASER What time is it when an elephant sits on a fence? You can find the [answer here.]( [poolside-logo] POOLSIDE CHAT Space Force just got an official song [article-image] … And no, we’re not talking about [Netflix’s canceled show starring Steve Carell.]( The US Space Force—formed in 2019 to conduct global space operations in the future—[now has its own hype song](. It’s called “Semper Sutra,” which is Latin for “Always Above.” And if you’re dying to know what it sounds like but don’t have time to listen… It sounds like a swinging marching band tune. Not quite what we expected. Guess it’s time to work on that Stacked Marketer theme song… SHARING IS CARING How about schnitzel with us in Vienna? Attention, Stacked Marketer fans: If you get 1000 people to sign up for our newsletter, we’ll fly you to Europe for a weekend with us in Vienna. We’ll eat schnitzel, see the sights, and talk marketing. It’ll be awesome. And of course, you’ll unlock other rewards, too, including: - The Marketer Mug (30 referrals). - The Marketer Zip Hoodie (50 referrals). Hit your custom link below to unlock exclusive content, merch, and membership! [article-image]( [CLICK TO SHARE]( Or copy your referral link: [ [SUBSCRIBE]( | [SM PRO]( | [ADVERTISE]( You are receiving this email because you want to know what is going on in digital marketing. 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