📉 CPM.

An unusual Facebook Ads trend, app spend predictions for 2023, and more. December 13, 2022 [Read in browser]( [logo] [sponsor]( Good morning. Can you believe we're already halfway through December? As you deck the halls and trim the tree, we've put together this little newsletter to help you make the most of the season. From the latest trends to tried-and-true tactics, we've got you covered. So pour yourself a cup of cheer and let us help you bring some extra jingle to your bottom line this year. PS - Could you tell this morning’s intro was AI-generated? Reply with yes or no. And be honest! Santa’s watching… META Ad costs didn’t spike this Q4, though they usually do. Why? [article-image] It might be the most hectic time of the year, but you wouldn’t know it looking at Meta’s data… Jon Loomer pointed out that Facebook Ads costs per 1000 impressions (CPM) [were 30% to 60% below last year’s CPMs]( throughout the last three months. An unusual decline: Historically, Q4 is when Facebook sees its CPMs double, triple, or more. This year, however, numbers show a clear sign of slower spend. And last year, average CPMs were also on a lower-than-usual scale. Seems to correlate with the declining ad revenue Meta reported in Q3… Why we care: If true, these lower costs are your opportunity to snag cheap clicks and get more bang for your buck during a time when most of your audience is eager to spend. Still, take this with a pinch of salt. Jon used Within Marketing Pulse’s data to compile the report, which provides data from clients with spends as high as $500M. While the sample might be decent, we may have to wait for Meta’s official Q4 report to get a clearer picture. Still, Jon may not be far from the truth, if we’re going by signals like this next one… ADVERTISING Mobile ad spend to slow down in 2023 Guess small screens ain’t immune to economic headwinds, either. After a couple years of significant growth, [advertisers are predicted to spend just $362B]( on mobile advertising next year – a drop of 7.5% compared to 2022. Not entirely surprising: After averaging 22% year-on-year growth from 2018 to 2021, the spend fell almost 9% in 2022. Makes sense, given the uncertainty and budget-pinching. Mobile shopping to the rescue: However, on Black Friday of this year, people shopped on mobile like never before, accounting for more than half of all online purchases in the US. Shopify, for example, reported that 73% of all global sales came from mobile, offering hope that online store apps and e-commerce platforms could accelerate the gravy train. Why we care: It’s still early days, but mobile advertising trends often correlate with how overall ad spending will go. Going by first reports, the start of next year could see a lot of cautious advertisers, which could also open opportunities for bold operators. Like you, perhaps. SPONSORED BY INSENSE Stop searching for influencers manually [article-image]( Finding creators that fit your brand—and know how to sell—is hard to do. Insense makes it wayyy easier. [Insense]( is a tool that combines acquiring UGC assets, building influencer partnerships, and finding creators and influencers into one single platform. So instead of paying for 3 separate tools that don’t even integrate well with each other, you can just use Insense. Insense also helps you produce high-quality UGC ads for as little as $50 per video asset. And they’re trusted by 700+ e-commerce brands, including: - Thrasio—earned 3M views for the 25 products advertised. - Wonderskin—increased ROAS by 46% with TikTok's new Video Shopping Ads feature. And right now, Insense is offering Stacked Marketer readers up to $200 platform credits until Dec 20. Ready… Set… Go! [Claim your offer by booking a free strategy call now.]( COPYWRITING The “Four Cs” framework for increasing your landing page conversion rate [article-image] Landing pages not converting at the rate you’d like? Well, Alex Garcia shared an [interesting landing page optimization framework]( on Twitter. He calls it the “Four Cs framework,” and it covers the key things you should pay attention to when crafting your pages. So let’s check those Cs… #1 – Clarity. A good landing page communicates only one idea and does so clearly. You can solve this problem by answering the one question every visitor has: “What can you do for me?” This is where headlines play a crucial role. Ask the question above and then read your headline. If it doesn’t answer that question, it’s time to get to work. [Here’s an example.]( #2 – Context. Now that you’ve answered the customer’s first question, answer their second question: “How?” If you don’t, your promise is nothing more than a claim… and claims are always suspect. Create context around your offer with concise subheadings. Alex again [provides good examples.]( #3 – Creative. Don’t make your customers’ minds fill in the blanks. Use your creativity to demonstrate the value provided by your product or service, either by showing your product being used, or by picturing the outcome. Show, don’t tell, [like this](. #4 – Call To Action (CTA). This is the breaking point. Most CTAs are vague instead of “pushing” prospects to make their final decision. For instance, remind customers of the core value of your product in the CTA instead of using a general verb like “Act now.” [These are good examples of strong CTAs.]( And finally, spice up the four Cs with one S – social proof. Prove that your brand helped real people by showing results, data, and use cases to back up your claims. Now that you have all the ingredients, you can start C-onverting. Good luck! SPONSORED BY THE JUICE 8,000+ sales and marketing pros use this to unlock gated, premium content—without filling tons of forms [article-image]( Don’t waste your time with bad marketing content created by self-proclaimed “experts.” Instead, grow your professional knowledge with The Juice! They identify valuable gated content and give you free access to content like this: - [Paid advertising strategies in a world of rising costs](. - [The Circle of Branding: A Simple Framework for Brand Building](. - [The Sprout Social Index, Edition XVIII: US Forecast Sprout Social.]( [Unlock advanced resources from trusted brands and creators now.]( THE CREW’S INSIGHTS How to make customers feel important [article-image] It’s basic human psychology: Make someone feel important and they’re going to like you. And, if you’re marketing to that person, they may just buy from you. We spent the last month breaking down the best marketing emails we could find. One common trait we found was that many great emails make the reader feel important. There are many different ways you can do that. Here are some of the best: - Show the reader that they’re part of an exclusive group. One email told customers that they were one of the 8% of people who’d keep their New Years’ resolution. That’s a feel-good stat. Discover some of your own and use them. - Show the reader that their partner or loved ones appreciate them. More than being appreciated by a brand, people want to be loved by their friends and family. If you can find a way to do this, you’ll earn customers’ respect. - Celebrate the reader on birthdays and personal events. It’s a common tactic, but for good reason: sending people personalized emails on their birthdays works. Try throwing in a discount, for good measure. One tactic to avoid: Don’t ask for a sale immediately after making your reader feel important. For example… One email from Chili’s read, “You’re the best. And so is this deal.” Nobody wants to be put on the same level as a run-of-the-mill marketing deal. It feels disingenuous. Instead, show people that you genuinely care about them before asking them to buy something. Enjoyed this insight? We took it straight from our latest report in Stacked Marketer Pro, which is an in-depth swipe file and analysis of the best emails we could find. [Check out the preview here.]( ROUNDING UP THE STACK [EMAIL MARKETING:]( This new technology can help you increase your open rates by up to 300%. It’s true! … And three times more opens potentially means three times more sales. This free guide shows you [how to use this new tech to get a 50–70% average open rate.](* [MICROSOFT:]( Go legit or go home if you want to run financial services ads in the UK. To protect users from fraudulent services, Microsoft will only allow advertisers authorized by the Financial Court Authority to run promotions, beginning 2023. Nice. [ADVERTISING](: Another tale of a store-turned-marketplace. Shein, one of the world’s largest online fashion retailers, is exploring the possibility of enabling other merchants to sell their own brands on its platform. More ad opportunities… or will fatigue creep in? [INFLUENCER MARKETING:]( How much should you pay for an influencer post? And if you’re a creator, how much should you charge? Shopify offers some interesting answers and stats in this post. Might come in handy as you plan those 2023 campaigns. *This is a sponsored post BRAIN TEASER A group of privates were standing in the blistering sun facing due west. Their sergeant shouted at them: Right turn! About turn! Left turn! In which direction are they now facing? You can find [the answer here]([.]( [poolside-logo] POOLSIDE CHAT “The emus are loose, the emus are loose!” [article-image] When you’re a police officer, you start your shift expecting to chase criminals. [But sometimes… you end up chasing flightless birds.]( When six emus started running loose on the west side of the city, the Kalamazoo County Sheriff's Department dispatched patrols to locate and capture the birds. After a short chase, the emus were “secured” and the owner located. Phew. Someone posted on Facebook asking if the whole story was a joke. The police department replied: “We wish… you try chasing emus!” Well, be it a reckless driver, a bank robber, or an emu… guess it’s all the same when duty calls! SHARING IS CARING All we want for Christmas… is more readers like you. 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