🔓 LinkedIn targeting.

Privacy-first B2B ad targeting comes to LinkedIn, advertising is getting its palms read, and more. December 9, 2022 [Read in browser]( [logo] [sponsor]( Happy Friday. Did you know there’s a [baking hotline](? Keep it handy in case you run into any doughy problems over the weekend. We only have two slices of pumpkin bread left over here, but that’s probably a problem for a different hotline. Ah well. LINKEDIN Say hi to privacy-first B2B ad targeting [article-image] Combine business-to-business (B2B) ads with recent privacy regulations, and you get a recipe too acidic for even the strongest of taste buds. LinkedIn seems to get this. The platform recently announced new, privacy-friendly ways to reach your desired B2B audience… First, by using its owned data: LinkedIn expanded its [Group Identity option across all ad types](. That means you can use LinkedIn’s first and zero-party data, including user seniority, title, industry, etc., to help you “reach buying committees, measure campaigns, and optimize towards relevant objectives.” And it doesn’t stop there… LinkedIn also began testing a new Conversions API that should allow you to connect your own first-party data as well. Plus, the platform is testing On-Device Experimentation for its Brand Lift and A/B Test features, allowing “randomization and attribution to be processed via a virtual device” while maintaining privacy. LinkedIn also said it will keep investing in privacy-enhancing technologies like clean rooms. Why we care: Using Group Identity means you’ll have to rely on LinkedIn’s automated targeting options instead of tweaking and optimizing your campaigns manually, but it sounds like it’s worth trying out. All these updates show that privacy-first advertising will be a key focus of all social platforms, which could lead to a tidal shift in ad performance. Let’s see what happens… ADVERTISING In 2023, keep it short and social By now you’ve probably trimmed a tree. Ready to trim some ad videos? According to the [2022 Marketing Report and 2023 Outlook]( by Mediaocean, an advertising company, 63% of advertisers claim TikTok and short form videos will be the biggest ad trend. Rounding up predictions: Most respondents think CTV and streaming (54%), along with e-commerce (47%), are also trends to keep an eye on. As for opportunities, 49% think better creative and production tools will help improve social media execution—in other words, make it easier to create short videos for platforms. But there are also concerns… The lack of preparedness for a cookieless future, reduced measurement, and loss of third-party data are advertisers’ top three greatest fears. Moreover, talent retention and access to expertise are also a big problem for many (29%). Why we care: The report reinforces belief that this year just set up the stage for short form videos to completely take over and dominate the ad space in 2023. What you can do is make sure you have the right tools, content, and expertise you need to march into the short video era with confidence. It’s not easy, but it is possible. SPONSORED BY STACKED MARKETER PRO Why do certain emails get read more than others? We analyzed the top 1%. Here's what we found… [article-image]( Ever wonder how some business pros send out one email and get a ton of sales, opens, and clicks… … And others send out email after email, but get no traction? The difference is understanding the human psychology behind emails that get opened… or ignored. We went through thousands of email campaigns sent by hundreds of businesses and categorized the psychological principles used by the top 1%. We uncovered the strategies that make your prospects more likely to: - Notice and open your email. - Believe and trust what you say. - Remember you long after closing your email. - Take action based on your message. It’s not all theory, either: you’ll find hundreds of email examples to swipe. [Here's a free sample of the report.]( Join Stacked Marketer Pro to get this instantly actionable Email Marketing Swipe File, plus 22 other Pro reports you can tap into. [Go Pro and ace email marketing.]( GOOGLE How do you make Google Search like you more? [article-image] Simple. You demonstrate Expertise (E), Authoritativeness (A), and Trustworthiness (T). Google uses these three factors to determine whether your content deserves to be above millions of other content pieces online… but the E-A-T framework can often feel abstract and vague. So the folks at Search Engine Land—motivated by Google’s VP of Search recently emphasizing the importance of E-A-T at a recent event—[made a list of tips to help you improve it on your website or entity.]( Let’s look at the most relevant… Create and interlink topically relevant content. Build content that relates thematically so Google sees you have industry knowledge. Then link different pieces of topically related content to one another to provide pathways to crawlers. Collaborate with recognized experts and industry leaders. Google has already labeled some authors as “experts” on your topic based on their online writing, social media profiles, academic presence, and so on. If you include them in your work, reference them, or even manage to get them to write a guest post for you, you’ll get in Google's good book quicker. Write in simple terms, but avoid “thin” content. Google will use natural language processing (NLP) to understand your content, so writing simple sentences helps. At the same time, just because you write clearly doesn’t mean you should write a lot of content that seems superficial or fluffy. Be concise, but offer value in every sentence. Fill the content gaps with new information. The majority of content today is just copying or curating what is already out there. Your job is to add new perspectives, new bits of info, and new data to make your content stand out. It’s also important to back up your statements with relevant sources, especially if you’re writing for your-money-or-your-life (YMYL) topics such as health and wellness. Avoid aggressive advertising. Ad banners, pop-ups… even too many native ads can spoil the UX. Google reads advertising as a negative signal and lowers your trust score. That’s five things you can do. But if you want to learn more about what the VP of Google said about E-A-T and some other framework fundamentals, [make sure to visit the original article](. Well, it’s time to pour the bits into a bowl and watch Google E-A-T. Get it? SPONSORED BY TAPONIT Better than SMS. Easier than email! [article-image]( TapOnIt is the only platform that allows you to send up to multiple images in a single MMS. And it offers multiple ways to easily build a huge database of customers. [Just take this one example…]( Sending multi-image text campaigns through TapOnIt’s platform, retailer nora fleming has had click-through rates as high as 92% on their campaigns. [Try TapOnIt free for 60 days with code STACKED60.]( THE CREW’S INSIGHTS The copywriting tactic we use on a daily basis [article-image] There’s a rule in copywriting and design: If your headline is straightforward, your image should be weird enough to grab attention. And, if your image is straightforward, your copy should be attention-grabbing enough to hook people. In simple terms: Straight copy, crooked image—and vice versa. For example… We recently sent out a newsletter with the subject line “🤕 Bracketing.” Let’s break this down real quick: - The word Bracketing is “straight.” It’s a term most people are familiar with. It makes you think of sports brackets, and how people bracket their predictions for football, the World Cup, and so on. - The bandage emoji is “crooked.” It’s an image of hurt. And when you pair the bandaged face with a “straight” term like bracketing, you get an intriguing subject line that arouses curiosity: what’s so hurtful about bracketing? And if you read our subject lines often enough, you’ll notice we use this tactic almost daily. Why this rule works: Copy and design work best when they’re complimentary. They don’t work as well when they’re competing for attention. How to use this: Take a look at websites, product pages, ads, etc., where you’re using copy and images. Ask which piece is “crooked” and which piece is “straight.” If both are, straighten one of them out. If neither of them are, make one of them crooked. You might just get more traction on some of your copy as a result! ROUNDING UP THE STACK [COPYWRITING:]( Blank pages. Character limits. Hooks. Emotions. Edits. Making time to write awesome copy is hard enough without the devilish details. If you’re crushed for time or talent, don’t sweat it. [Add a pro to your team in 2023… like Joe.](* [ECONOMY:]( Online goods prices dropped by 2% in November in the US. It’s the first drop since the pandemic, and it’s mostly driven by heavy holiday discounts. Hopefully it’s a small but welcome signal that we’re stepping onto the long road of recovery. Fingers crossed. [GOOGLE:]( More information on December’s helpful content update. Basically, it affects all languages, adds new signals to identify content created with ranking in mind instead of users, and more. Also, some users claim they're already feeling the impact… for better or worse. [REDDIT:]( Sit down, Spotify wrapped – Reddit Recap is in town. The platform is giving users downloadable overview cards displaying stuff like avatar outfit changes, most upvoted comments, and more. Some big content opportunities here… [ARTIFICIAL INTELLIGENCE:]( From crafting haikus to creating personal fitness plans, OpenAI’s ChatGPT chatbot took the online communities by storm. But now there are claims it could “overtake Google in less than two years.” Whoa, hold your horses there… *This is a sponsored post BRAIN TEASER My life is often a volume of grief, your help is needed to turn a new leaf. Stiff is my spine and my body is pale, but I'm always ready to tell a tale. What am I? You can find [the answer here]([.]( [poolside-logo] POOLSIDE CHAT Bambi’s coming back… for revenge [article-image] What’s the first thing you do when a beloved childhood cartoon enters public domain? Make new warm, fuzzy variations to the story? Haha, nope. You make [a slasher movie](, obviously. The potential plotline: A motherless Bambi grows up thirsty for revenge. He prowls in the dark woods as a one-deer human killing machine… or something like that. Coming to a theater near you in 2023… possibly. A fun fact: Bambi isn’t the first innocent animal character to be transformed into a horror movie villain. Remember [Winnie the Pooh](? Some of the same people involved in that project are now working on the Bambi project, too. Hmm… Meanwhile, Peter Pan’s US copyright is expiring soon, too. But let’s maybe skip that one. SHARING IS CARING Hey. You’ve got great rewards waiting for you… Exclusive content and awesome merch are just a few referrals away. When you share our newsletter with other smart marketers—and they subscribe—you can earn access to premium content, like: - Two of our Stacked Marketer Pro reports (8 and 15 referrals), which are normally worth $99 each. - The Marketer Mug (30 referrals). … And more. Hit the link below to get started! 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