🛬 Advertisers.

Advertising is picking up again on Twitter, Instagram is testing out BeReal-like features, and more. December 5, 2022 [Read in browser]( [logo] [sponsor]( Good morning, happy Monday. People say it’s not polite to discuss money, but we’re going to. How’d you like to make up to $5,000 a month for referring new readers to Stacked Marketer? If you’re interested, [you can learn more and apply here](. That wasn’t so awkward now, was it? TWITTER Big advertisers flock back to the platform [article-image] Well, that didn’t take long. After a bunch of companies stopped running Twitter ads due to “uncertainties surrounding the platform’s moderating policies,” it seems [some of the big players have started coming back.]( Welcome back, A-players: Amazon and Apple have both resumed advertising on Twitter, less than a week after Musk complained about Apple. Reuters claims Amazon is looking to drop about $100M per year on the platform, while Apple was already the biggest ad spender, spending $48M in Q1 of this year alone. Elon Musk [thanked “advertisers for returning”]( to Twitter in a tweet yesterday. Very generous, Elon: On another note, Twitter has already created incentives for remaining advertisers to increase their ad spend, [offering to match 100% of incremental spending]( to whoever spends at least $500K on ads by the end of the year. With 90% of its revenue coming from ads, it’s obvious why Twitter needs advertisers to splash more cash on ads. And so far, its tactics seem to be working. Why we care: Big money is coming back to Twitter, which naturally ups the competition and ad prices. So if you were looking to get into Twitter ads while cost-per-click (CPC) is low, that ship might have sailed. But having the heavyweights back spending will provide an overall better outlook for the platform that’s been recently surrounded in controversy – and boost advertisers’ confidence. INSTAGRAM Trying out BeReal features… or stealing them? If you want to be real, copy someone else. At least that’s what Instagram seems to think. After trying out the BeReal-like feature Candid earlier, [Instagram is now testing even more additions]( inspired by the “most interesting social media app of 2022.” We’ll take that, and that: Instagram is reportedly developing a few features to improve different segments of its app, all resembling BeReal… - Roll Call, a feature for groups where chat members can ask participants to share a photo or video of themselves within the next five minutes. - Glimpse Stories, an addition to Instagram Stories that will require you to take snapshots using your front and back camera to show what you’re doing at that particular moment. So, yeah, basically BeReal on Instagram… though it’s still unclear whether the features will ever roll out to everyone on the platform. Why we care: This year appears to show that exaggerated lives on social media are getting tiresome and the “authentic” movement is picking up pace. Even if the above features never roll out, there’s still a pattern to remember for next year’s advertising campaigns – authentic, raw, and “real” content will grab the most attention. And speaking of content… SPONSORED BY SEMRUSH Are the right people seeing your content? [article-image]( Before you start creating content for those keywords you just researched, make sure they’re targeting the right audience. It’s much easier than it sounds. And it’s free. Semrush built the first complete solution for keywords intent analysis. Tesla, Decathlon, IBM, Forbes, and other Fortune 500 companies rely on Semrush’s keyword analysis tool to [discover user intent automatically, optimize content, and get insights into competitors.]( Here’s everything you can do with this tool: - Instantly analyze any keyword’s intent. - Analyze keywords in bulk up to 100 at a time. - Filter reports for transactional, commercial, informational, and navigational search terms. - Study the intent ratios of a competitor’s keyword profile. Within a few clicks, you can match the right keywords with the right audience of searchers, and show them the relevant content on your website. [Try it out today for free!]( SEO Tips to improve your rankings from Google’s VP of Search [article-image] When Google’s VP of Search shares ranking insights and product updates, we listen. Hyung-Jin Kim recently shared valuable bits about Google’s algorithm at SMX Next, plus what you should do to satisfy user search intent. Search Engine Journal [shared some takeaways](, so let’s cover the most important ones: E-A-T is everything. Yes, that sounds like something Kevin Malone from The Office would say, but Hyung-Jin revealed that expertise, authoritativeness, and trustworthiness (E-A-T) is Google’s “main evaluation template for any website.” In other words, quality content is—and always should be—your number one focus. Firsthand experience and “overall quality of the web” are priorities. Google isn’t only working to improve individual websites. A huge pillar of its mission is improving overall web quality, like reducing content farms and other tactics that worsen the search experience. Your website needs to show real experience with the content in hand. For instance, if you review a product, it’s important to show you’ve actually spent some time with it and tested it out, instead of regurgitating what’s already online. Algorithms are getting better and results are becoming more empathetic. Thanks to “deep neural networks,” Google is starting to better understand users’ needs for specific searches. In the past, searching for “jewelry for work” would show jobs related to jewelry, while now the word “for” distinguishes intent, i.e., searching for work-appropriate jewelry. Also, it’s important for rankings themselves to reflect user intent. For example, googling “depression” could be a sign that a user needs help, not just information about depression. And in the future, Hyung-Jin said “Multisearch,” or the ability to combine image and text queries, could lead to a significant shift in SEO… so pay attention to this feature. That’s pretty much it. We’ll end with Hyung-Jin’s message that “SEOs, Google, and webmasters should work together to improve the internet.” This could be a plea for SEOs to recognize that the algorithm isn’t “against them,” but they too should adapt and work in a partnership to improve the experience for their users. Sounds like a happy ending to us. SPONSORED BY AB TASTY Unleash the power of data to build a seamless customer journey [article-image]( With costs per acquisition skyrocketing, the only way to counteract is by building a seamless customer experience, from the first touch point to the fourth purchase on your website. And data is what can help you craft the most efficient customer journey. Discover how experts at Zion & Zion, Jellyfish, Cro Metrics, and other companies are [harnessing the power of data to get ahead of their competitors.]( [Access the insights.]( THE CREW’S INSIGHTS Why are you posting on social media? [article-image] There’s a trap that even successful brands fall into: They post on social media just for the sake of posting. “We should just get something out there,” they’ll say. “It’s good to post something.” But is that true? There are two types of effective social media accounts a brand can have. - The “ads-only” account. This approach involves using your brand’s social media account primarily—or exclusively—for advertising. You might populate your page with a few posts so it feels real, but in effect, you only have social media profiles to run ads with them. - The “organic growth” account. This approach views social media as a serious source for organic growth. It means you’re going all-in on creating content designed for engagement. You might run ads, too, but your main focus is growing organically. The problem? Many brands try to do something in-between. They run ads, but they passively post content in the hopes of generating some level of engagement. Don’t be like those brands. Instead, try picking one of these types of social media accounts. If you want to strictly run ads, go for it. Don’t worry about posting just to post. But if you want to grow organically, go all-in, figure out a strategy that works… and commit. Focus on one of these approaches, and you’ll see results that are worth the time and effort you put in. ROUNDING UP THE STACK [AUGMENTED REALITY ADVERTISING:]( Want to make your ads more captivating? Simply add augmented reality (AR) to your campaigns. Snap has 250MM AR daily users1, its AR is 1.7x more immersive than any other platform2, and Snap drove an ROI 1.78X higher than total media averages [across CPG3](.* [GOOGLE:]( You don’t invite guests until you’ve tidied up your home, right? It’s the same with your website! According to Google’s Jon Mueller, your homepage is the most important page. If it's terrible, it hurts your entire domain. Good to know. [CRYPTO:]( Looks like users can buy crypto from Stripe. The payment service announced that it's testing a fiat-to-crypto widget that will allow you to buy crypto assets and top-up your wallets without needing to use crypto exchanges. Exciting. [COPYWRITING:]( Women tend to communicate clearly, men abstractly. We’re not voicing an opinion… just quoting the research! Definitely a good read that could help you plan your copy depending on the gender you’re targeting. [PAYMENTS](: Look out Apple Pay, you’ve got company. Shop—Shopify’s very own shopping and payment service—is having its best year yet. Shop is on track to have 4.2M new downloads in 2022, 25% more than last year. Wow. [YOUTUBE:]( First learn the rules, then monetize. YouTube announced updated Advertiser-friendly content guidelines, providing clarity on what content is monetizable. It’s worth checking out, even if you do everything by the book. Nobody likes unpleasant surprises! *This is a sponsored post BRAIN TEASER Often held but never touched, always wet but never rusts, often bites but seldom bit, to use me well you must have wit. What am I? You can find the [answer here.]( [poolside-logo] POOLSIDE CHAT Worst party ever? [article-image] If you want to throw a party but you’re afraid nobody will come… throw it anyway. [Because at least you won’t waste $387K]( if it doesn’t work out. Apparently, that’s how much the European Commission's foreign aid department spent to host a party in the metaverse, with the goal of getting “young people excited about the EU.” Only 5 people turned up. One of them asked whether the date was wrong, while another lambasted DJ’s music choice… Better luck next time? SHARING IS CARING Tanya drinks out of the same mug every morning. Know why? It’s part of her daily routine. Drinking from the same mug is one of the ways she prepares for the day and puts herself in the right headspace for accomplishing big things. What about you? Still drinking out of whatever sad, coffee-stained mug is available in the lunchroom? Stop that nonsense. Let us send you the Marketer Mug. It looks great, feels smooth and hefty, and may even boost creativity… though we haven’t confirmed that part yet. Just get 30 other smart people to sign up, and it’s yours. [article-image]( [CLICK TO SHARE]( Or copy your referral link: [ 1 Snap Inc Internal Data, April 28th, 2022 2 Alter Agent research commissioned by Snap Inc 2021. 95% confidence level 3 Source: Nielsen Compass Benchmarks Category - Total CPG, Time period: Rolling 104 weeks ending Q3’21. Media Types: Total Media, Snap, Total Social (includes Snap), Digital (Display, OLV, Social, Search), TV, Print, Radio. Total Media = TV, Digital, Print, Radio, OOH. Digital = Display, OLV, Social, Search. [SUBSCRIBE]( | [SM PRO]( | [ADVERTISE]( You are receiving this email because you want to know what is going on in digital marketing. If you aren't thrilled about our emails, reply and let us know why. Or you can unsubscribe from all daily updates by clicking [here.]( Our postal address: Spectrum IT Solutions GmbH, Canettistrasse 1/Top 0107, 1100 Wien, Austria