📋 New rules.

Google and TikTok are laying down terms and conditions, Adobe launches its own AI tool, and more. March 22, 2023 [Read in browser]( [logo] [sponsor]( Good morning. It’s officially “costume change” weather: Wear a jacket in the morning, lose it by noon, wear a t-shirt and sneakers in the sun, and layer back up after it sets. If you see us wheeling luggage or carrying small backpacks for the next few weeks, you’ll know why. AI MARKETING Google, Adobe, and Bing all drop new AI products [article-image] It’s an AI world these days – we’re just living in it. Three of the biggest names in tech launched new AI content creation tools. Let’s start with the search giant… Fun, but flaky: Google [opened early access to Bard](—its own version of ChatGPT—to users in the US and the UK for now. Google also warned that “Bard is not without faults” and is not intended to be a replacement for search. Apparently Bard sometimes “hallucinates,” a term that means “confidently providing false information.” Google promised it will keep updating Bard on the go. Probably a good idea… You would not believe your eyes: Meanwhile, Adobe [released Firefly](, a “family of generative AI models” with some incredible powers, like… - Generating and adding new image elements from prompts to your design. - Generating stylized text, custom vectors, and brushes from scratch. - Text-based video editing and 3D modeling. By the way, Firefly’s model is trained on “Adobe Stock images,” openly licensed content, and public domain content, so if you’re worried about copyright issues, you might sleep better using this tool. Not to be outdone: Since prompt-to-text is yesterday’s news, [Bing launched an AI image]( generator called Stories to support its AI-powered chatbot. The feature is trained on the most updated DALL-E models and allows you to create both written and visual content from one place. Whew. So many changes, so fast. Why we care: It’s not every day you get tools that keep improving at such insane speeds. It’s a good time to be a content creator. All you have to do is stay on top of what’s coming out, and put it to work. REGULATIONS Beware of these new “synthetic media” policies Of course, with all the shiny gadgets coming out, it was only a matter of time before mom and dad sat us down to go over the rules. Labels, please: TikTok says that if your content contains realistic scenes made by AI, [you must mark it accordingly.]( A simple sticker or a caption like “fake,” “not real,” or “altered” should be enough for now. Yeah, about that article: Recently, Google said [it won’t penalize AI articles]( per se, as long as the content is helpful. Let’s unpack this for a sec… - Yes, Google and AI can be friends. The release of Bard indicates that Google is warming up to AI articles as long as they’re following content guidelines. - Google doesn’t like low-quality AI content. While Google hasn’t named what the penalties will be as of yet, you should stay away from unedited, spammy, ChatGPT content. Might as well start the habit now, right? - SEOs are gonna need new skills. Modern SEOs will probably need to develop valuable inputs and prompts and provide good sources of information, in addition to bringing their search expertise to the table. By the way, adding AI automation disclosures to particularly AI-heavy articles could keep your domain in Google’s good books, so keep that in mind. Why we care: The good news is, Google and other major companies are embracing AI technology. Of course, that also means they’ll soon begin regulating it, too. So dot your i’s and cross your t’s when it comes to AI content. And if you need a place to stay on top of those regulations and rules… Well, you know where to look. SPONSORED BY STACKED MARKETER PRO Stronger, better, faster… Become a more capable and confident marketer in 3 hours [article-image]( You know you need to write good copy and somehow hit those aggressive KPIs. But you have more projects than you have time for. And you’re managing and writing copy for numerous channels… often at the same time. Perhaps you've tried copywriting courses that ignore online specs, formats, and character limits… … Or tell you to do “research” and edit, but never show you how. "Copywriting Essentials" shows you everything you need to [become a good digital copywriter—fast.]( And when you use AI to accelerate your new copy skills? You can crank out converting copy up to 10 times faster than before. [A Marketer’s Complete Dive Into AI - Part 1]( reveals how AI can help you with 16 everyday marketing tasks, complete with copy-and-paste prompts and hundreds of examples. Putting in as little as three hours could 3x your marketing output. You in? [Join Stacked Marketer Pro to get the course & the AI guide for just $7 for 7 days.]( ADVERTISING When should you use the Audience Network placement? [article-image] If there’s one Meta Ads placement that marketers avoid more than a dark alley at night… it's Audience Network Placement. And there’s a good reason for that. What is it? The idea is, this placement can help developers monetize their free apps by placing ads within them, outside of Meta’s regular products. Sounds cool, right? Only on paper, [according to Jon Loomer.]( He explains that there are instances where it’s good to use it, but more often than not, you have to be careful. Let’s unpack this a bit more… The big problem with this placement: You run into issues when you’re optimizing for link clicks. Why? Because the Audience Network drains your budget. Although it’s designed to drive clicks, the links are usually low quality. Most users click and bounce, leaving you with vanity metrics. It’s the same with Audience Network rewarded video placements. Users may watch at least 15 seconds of your video, but they never stick around. When to turn it off: Jon recommends you always turn off the campaign in these two cases: - Whenever you optimize for link clicks or landing page views. If you care about link quality, you’ll want to filter out any potential bounces. - When you optimize for ThruPlay. Due to the way this placement rewards users, it’s prone to manipulation, so users rarely stay on your website. … And when to use it: Most advertisers take the “better safe than sorry” route and always disable this placement. But you don’t have to do this every time. Just make sure you pick the right optimization goal. For example, if you’re optimizing for conversions or custom events for quality traffic, then you have nothing to worry about. In that case, go with Advantage+ placements and keep the Audience Network on. Have you optimized it yet? If not, and need more clarification, [head over to Jon Loomer’s article](. It’s always worth learning new things so you get more out of your precious ad cash. SPONSORED BY INBOX MAILERS This email tech works so well, 60–70% open rates are common! [article-image]( When customers have 2,762 unread emails in their inboxes on average, how do your messages get opened, read, and clicked? [This new technology can help increase your open rates]( by up to 300%. How? It senses when your subscriber is in their inbox and sends your email at that moment. And three times more opens potentially means three times more sales. If that sounds like magic… [This free guide shows you how it works for real.]( THE CREW’S INSIGHTS What sells during a recession? [article-image] CNBC [recently reported]( that 64% of Americans are living paycheck-to-paycheck. That’s an all-time high, and it’s not just the US. Most people, in most countries, are feeling the pressures of a difficult market. And with many analysts saying we’re in a recession, it’s worth asking… What sells when people are reluctant to part with their hard-earned cash? Ever heard of the lipstick effect? It’s a term used to describe the instant gratification that people look for when they can’t afford big purchases. If you can’t afford a trip to France, buy a bottle of champagne. If you can’t afford a luxury spa day, buy lipstick. Here are some other interesting sales trends: - Sweets. Sugary products, like chocolate and ice cream, [increased in Europe during the 2009]( recession. Because who doesn’t want a hit of sugary happiness in less-than-happy times? - Second-hand shopping. Instead of buying new, people often look to buy used products during recessions. - Less business loyalty. People are significantly less loyal to their favorite brands when they’re strapped for cash. The Crew’s insight: When times are tough, people look for easy ways to cut their current spending—often hunting for cheaper alternatives than what they would’ve otherwise bought. … Something to think about as you put together campaigns and pitch products. And if you want to learn the exact strategies and tactics that can make your marketing enviably successful during difficult times, [join Stacked Marketer Pro to read our latest Pro Report on recession marketing.]( ROUNDING UP THE STACK [PREMIUM ADVERTISING:]( Millions of verified ad impressions for your offer. Individual placement bidding. Up to 10% cashback. All possible thanks to AdBison’s self-serve platform that helps you maximize every advertising dollar. [Don’t miss out on free Premium access.](* [TIKTOK:]( Here’s an interesting stat… almost half of the US is on TikTok, according to CEO Shou Zi Chew. He also promised his company “is doing everything to protect Americans using the app” ahead of testimony in front of Congress tomorrow. Let’s see… [GOOGLE:]( Good news, local businesses. Google updated the picker tool in the Local Services Ads interface with a search bar, making it easier to find and apply your service and industry. That should save you a few steps, huh? [PINTEREST:]( How do you succeed with Pinterest Ads in 2023? By taking a multi-format, multi-stage approach and going full funnel, according to the app’s new guide. If that sounds buzzwordy, don’t worry, the guide explains everything clearly. Worth a look. *This is a sponsored post BRAIN TEASER What goes up but never comes down? You can find the [answer here](. [poolside-logo] POOLSIDE CHAT Dumpbnb [article-image] Finding an affordable rental in London is close to impossible. … But finding a livable dumpster, on the other hand… Yep, one artist just [proved that it just might be easier to convert a dumpster into a home amid the housing crisis]( – and he plans to live in it for the time being. The dumpster has electricity, contains a small kitchen with a fridge and dehumidifier, and there’s a small portaloo on the side for when “duty calls.” Sounds like one of those “exclusive experiences” you find on Airbnb… SHARING IS CARING How’d you like to get holiday marketing tips worth $99 for $0? It’s easy. All you have to do is get four people to subscribe to our newsletter. That’s literally it. Just share the link below with other smart marketers, CEOs, and entrepreneurs, and you’ll earn access to The Ultimate Holiday Marketing Deep Dive. Takes 30 seconds! 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