🔎 Infinite scroll.

Google and Microsoft roll out several big updates, Instagram and TikTok spill what’s trending, and more. December 7, 2022 [Read in browser]( [logo] [sponsor]( Good morning, you’re halfway through the week. Lots of news for you today, so drink plenty of coffee or tea as we go. It won’t keep you hydrated, but it will make reading today’s newsletter even more satisfying than usual. And here… we… go… SEARCH Google welcomes infinite scroll, Microsoft adds remarketing lists, and more [article-image] Thump, thump. Several heavy updates just dropped… Let’s start with Google: You may have to forget the term “the first page of Google,” because the company announced result pages [will be replaced with continuous scrolling on desktop](. Google says search results will now return six pages of search results in a single scroll before showing a “See more” button for additional results. SEOs, are you clapping yet? No cloaking: Google also announced that using link trackers to redirect users to malicious sites [is an example of cloaking]( and will result in ad account suspension. Now it’s Microsoft’s turn: The tech giant announced [several additions to Microsoft Advertising](, including… - Auto-generated remarketing lists. There are now three lists to help you improve performance: all visitors, all converters, and a smart remarketing list. - Ad schedule with ad view. A new calendar will appear in the ad scheduling section to display an overview of when your ads will be served. - Expanded coverage of Hotel Price ads and Property Promotions ads. Hotel ads are now available in 147 markets, while Property Promotion ads are in 138 markets. So your chances of taking advantage are good, to say the least. - Flyer Extensions. This feature allows you to display images next to textual ads, and is now available worldwide. Microsoft is also developing a feature that lets you retract a conversion, currently in beta. Oh, and Auto-apply APIs are sunsetting. Why we care: Microsoft’s latest features are part of the company’s ambitious efforts to overtake Google. Definitely worth testing if you’re running ads on the platform. On the other hand, Google’s continuous scroll could improve the way people use the platform’s search on desktop, remove friction, and possibly increase the click-through-rate (CTR) of websites that would otherwise get “buried” in pages two and three or deeper. Who says Wednesdays have to be boring? SOCIAL MEDIA What’s trending on TikTok and Instagram Some brands are recapping the months gone by, while others are preparing for what comes next. Sort of like this… TikTok is sharing top content of 2022: The platform [published its annual report]( of moments, trends, and profiles that drove the most engagement during the year. The report is organized in nine categories, including most popular videos overall, songs, trends, and “niche” categories such as “TikTok taught me” – a group of educational videos, life hacks, and how-tos. Interesting. Instagram is already living in 2023: Meta surveyed 1200 Gen Z social media users to compile [a comprehensive report on key trends]( in the coming year. According to its findings, Gen Z is showing more interest in mature topics you might be able to work into your campaigns, like… - Sustainability, thrifting, and inflation. These three topics are key talking points, with the majority saying they’re planning to DIY their clothes. Not great if you’re an apparel brand… - Education, causes, and communities. Gen Z plans to spend a chunk of their money to learn a new skill or to support relevant ideas or beliefs. - Beauty and self-care. Two out of three users say climate change is prompting them to buy skincare and beauty products, and more than half said they plan to get fashion and beauty inspiration from metaverse avatars. Why we care: TikTok data offers a clear overview on what type of content works on the platform… good stuff to know for content marketing efforts. It can also help you produce more relevant TikTok Ads. And given Gen Z’s increasing spending power, it may be the right time to use reports like Instagram’s to think of campaigns that will cater to their particular needs. SPONSORED BY AB TASTY These 50 experiments from 50 companies show you how to explode conversions for your funnels [article-image]( A single banner variation A/B test helped Seafolly increase their revenue by 20%. Peugeot boosted the clicks on their CTA button by 22% with a design split test. A/B tests can lead to huge improvements in your customers’ experiences—and conversions. So AB Tasty gathered the [top 50 experiments conducted by 50 different brands]( to improve their customer journeys and conversion rates. You’ll discover a wide variety of tests and see the results generated, from personalization to CTAs, navigation bars, product images, social proof, gamification, free shipping, and more. … And from a wide range of industries, too: beauty, travel, hospitality, fashion, retail, nonprofit, and more. If you want to get more leads and sales from your traffic, this collection is a must. [And you can download it for free.]( [See the 50 experiments for free.]( APPLE Apple’s SKAN 4 will make it easier for marketers to capture and attribute data. Here’s how… [article-image] You might have heard… Apple recently launched SKAdNetwork (SKAN) 4.0. The new version of Apple’s privacy-based measurement framework is expected to give mobile app marketers an easier way to track campaign performance. But what changes will it bring? [According to Katie Madding](, industry-wide adoption of the framework is going to take time, but you can stay ahead of the game by understanding the fundamental shifts. Let’s dive in… Source identifier can be extended to four digits: Previously named Campaign ID, the metric can now display two additional digits if the measured number surpasses Apple’s privacy threshold. These two digits can help you see more data like keyword, creative, location, and more, and give you an extra dimension. Coarse values: SKAN introduces coarse grain conversion values, meaning you can assign conversion values to a “grain of low, medium, or high.” This should reduce the number of null values. Nobody likes those! Three postbacks: Previously, you could have only one postback. SKAN 4 introduces two additional postback windows so now you have 48 hours, 3–7 days, and 8–35 days windows. New attribution data should provide more clarity on which channels bring better quality users. Applying lockWindow: If the 8–35 postback window seems too broad and vague, you’ll be happy to hear you can lock each window to a specific time. For instance, you can lock a 3–7 days postback window on day 5, which would instruct it to measure user behavior and activity up until that day. Sweet! Web support: Finally, there will be a web-to-app measurement for web traffic. While it’s for Safari traffic only, as Katie says, Safari accounts for 90% of iOS traffic anyway, so there’s a lot of new data to be had. Yep, sounds trackable alright. The entire measurement framework is a constant work in progress, but the new version brings enough changes for us to be excited. Time to set up some mobile app campaigns… SPONSORED BY ATTEST Get your burning consumer questions answered in real time by 125M consumers [article-image]( When you have an ongoing feedback loop with your potential customers, it’s much easier to create irresistible offers and ads that convert. [With Attest, consumer research becomes as natural as checking your phone.]( You can regularly survey an audience of 125M people and get answers in real time to your most pressing questions. It’s the closest thing to reading your consumers’ minds. [Find out what your consumers want now.]( THE CREW’S INSIGHTS Stop trying to be good at everything [article-image] Hold on – let us explain. Since launching [Stacked Marketer Pro]( (formerly known as Insights), we have analyzed several brands, many of them e-commerce companies. A common trend? Most e-commerce brands do one thing incredibly well, and other things badly. It’s true for many successful brands. Like the ones we studied deeply several months back: - Goli, a multimillion-dollar supplement brand, works magic on Facebook Ads. But their landing page and buy page were swimming in issues like bad formatting, unclear image placements, and no real product pages. - SIMULATE, the world’s most-hyped vegan chicken brand, kills it with copy and branding. But their now defunct site Nuggs was very difficult to navigate on mobile. - Snow, an oral care brand, kills it with influencer deals and runs successful ads. But their SEO was lacking, and some of their marketing channels were filled with dark patterns and overly-aggressive messaging. - PEEL, a phone case brand, was relying heavily on social ads. But their SEO and SMS marketing were almost nonexistent. See? Nobody’s perfect. But so many e-commerce owners or marketers are hyper-focused on excelling in every area. “We need SEO, we need ads, we need influencers…” It’s not necessary. Remember that many companies worth more than $100M don’t have a lick of SEO, or have ugly product pages. It’s because they figure out what makes money first, then they zero in on that channel. Stick with what works, and cut out everything else. It’s a good principle to live by… especially during challenging economic times. By the way, if you want your brand or business to grow and even thrive in the coming months—and could use examples of what works and why—you can [try Stacked Marketer Pro for just $7]( and read the deep dives we put together on the brands above. ROUNDING UP THE STACK [CONVERSION BOOSTER:]( Need to revive your website, landing pages, and ads with fresh, catchy copy? It’s as easy as snapping your fingers! With Panda Copy you get unlimited copy for seven days—for just $49! [This short demo shows you how.](* [PRIVACY:]( It’s not personal. At all. The European Union Data Protection Board says Meta can’t require users to accept personalized ads, meaning you may be serving less relevant ads if you target EU audiences. Sigh… [APPLE:]( More prices, more choices, and more chances to sell. Apple is adding hundreds of App Store price points, starting from “$0.29” to “$10.000,” plus 45 different currencies to help developers market and sell apps with ease. Nice. [PINTEREST](: If recent platform features like Idea Pins or global trends like AI image art make you feel overwhelmed, Pinterest’s live webinar could help you use these new features to set up 2023 campaigns. Might be worth a look. [LINKEDIN:]( Data on top performing posts. Follower growth over time. New Demographics tab. No, we aren’t suggesting random features. They’re all new LinkedIn analytics that should help you get more actionable data on how your profile is performing. Sweet! [GOOGLE](: Down the rabbit hole we go… Google announced new search filters at the top of the page that will suggest new subtopics for your queries. And they’re dynamic, so adding suggested words will provide more niche suggestions. Fun! *This is a sponsored post BRAIN TEASER What does a funambulist walk on? You can find [the answer here]([.]( [poolside-logo] POOLSIDE CHAT Who wants to go to the Monkey Festival? [article-image] There’s a place where people and thousands of macaque monkeys live together in harmony. It’s in Lopburi, Thailand. And every year, locals and tourists gather [to celebrate a festival dedicated to their beloved ancestors]( – complete with a massive fruit banquet! Eating, drinking, and monkeying around with macaques? Sounds fun. The only thing missing is Rafiki from Lion King. Maybe he can perform some kind of spiritual ceremony next year… SHARING IS CARING How to eat schnitzel with the Stacked Marketer Crew in Vienna This one’s for raving fans only. 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 about marketing. It’ll be awesome. 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