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Good morning marketers, stop making plans for who you want to be and focus on changing who you are.
That is the conclusion from the latest episode of the podcast “Not Bad Advice” by PPC professional Pamela Lund with co-host CK Chung. It matters to me because I grew up with a lot of bad habits and the world makes you doubt yourself so I wanted to share it with you.
Two years ago I attended my first SMX conference. It was SMX Advanced that happened to start (virtually) today and I was responsible for running part of the experience even though I felt I didn’t understand a lot of the content. Because of this, I was afraid to ask questions or join in, for fear of revealing my ignorance to my colleagues.
But some time ago I decided that there were enough external factors holding me back and that I wouldn’t do that to myself. Flipping that switch and changing who I was instead of pretending I didn’t have these issues made all the difference: it allowed me to add PPC to my coverage area (by asking lots and lots of beginner questions) . it allows me to fully enjoy the conference experience and it helps me get rid of any impostor syndrome as I just don’t pretend anymore.
This advice can be applied to any aspect of your life, but you can start small by joining SMX Advanced today and tomorrow and engaging with your colleagues at Overtime Q&A or during one of our Ask the Experts sessions. You did – hope to see you there!
YouTube’s masthead ad units are one of the first things users see when they visit the streaming platform’s desktop website, mobile, or TV app. This top notch real estate ad on one of the most visited websites on the internet. For alcohol brands, gambling sites, manufacturers of prescription drugs and politicians, however, this is now taboo, says Sara Fischer from Axios.
The change took place yesterday and is in line with the YouTube user controls for alcohol and gambling ads that Google introduced late last year.
Why we care. Google has a long list of prohibited and restricted ad content, but its policies are rather high-level so it can judge on a case-by-case basis if necessary. If you work for (or with) a brand in any of these prohibited categories, you need to consider your diminished advertising opportunities and step up your marketing efforts elsewhere.
When they can’t find what they’re looking for on Amazon, 40% of consumers turn to Walmart
Amazon’s Prime Day event will take place from June 21-22 in just under a week. If you think that only Amazon retailers (and the agencies that work with them) need to prepare, think again: 40% of consumers say they turn to Walmart when they get the product they want Amazon is out of stock or late, according to a Tinuiti survey of 2,000 consumers. Google search was the third-placed shopping destination. Over a quarter of those surveyed bought there when Amazon doesn’t have what they’re looking for.
Why we care. If you’re a retail brand (or work with a retail brand), make sure your inventory is discoverable on Walmart and Google. This can help you capture this excess demand. Keep in mind that both Google and Bing now offer organic shopping listings, and there are recently released integrations that can help Shopify merchants submit their products for free display on these search engines.
What would PPCs and SEOs be without Twitter?
“Exact match. I would say that the purpose of the query “buy a cheap bike” is very different from “why buy a cheap bike”. However, in Brad Geddes’ experience, Google Ads can match your ad even if your exact match keyword was the former. It’s a good idea to double-check your data and use negative keywords if these terms are draining your budget.
SEO tweets curated weekly. If you only go to Twitter for SEO, seotweets.io might be worth a bookmark. It’s a website that aggregates SEO-related tweets, curated by Adam Durrant.
PPC professionals discuss ethics. Is addressing the target group a form of discrimination? Would your agency take on competing clients? Would you take over the retainer even if a customer’s initiative is unlikely to be profitable? These were just a few of the questions PPC pros discussed on the #PPCCat last week. Read the text summary here or listen to the podcast summary here.
Get more app users to choose ad tracking by speaking to the most important ones
The music sharing and discovery app Audiomack convinced 64% of its users to opt for ad tracking by testing two versions of a “soft-ask” screen (see above) that appeared before being prompted to App tracking transparency is displayed by iOS. In one version (left image), the screen explained why the app wanted to track users in more general terms (i.e., “showing relevant ads”). In the second version (right picture) the screen uses a language that is more likely to appeal to the user: “Opt-in means that we can keep the Audiomack platform free for you …”
Adding a “soft ask” screen is a clever way to expand what is very limited space. iOS provides app developers to help users understand why they should sign in. But I think a lot of brands fail to match their needs with those of their users, whether they’re just using the iOS prompt or a “soft-ask” screen: users probably don’t care that much the ads are more relevant as they may not feel like ads can serve them, relevant or not. What they might be interested in is how a lack of advertising opportunities for the developers can affect the app’s user experience. If your app is fully ad-supported, it’s easy to explain that activating it will keep the app online and pay for updates. For apps that don’t rely entirely on ads, you may need to find a more creative way to get your users’ attention and you will if you want them to sign up.
About the author
George Nguyen is an editor at Search Engine Land, specializing in organic search, podcasting, and e-commerce. His background is journalism and content marketing. Prior to entering the industry, he worked as a radio personality, writer, podcast host, and public school teacher.