A tip for improving your cold email campaigns, how to fix product data feed errors, and more. September 26, 2022 [Read in browser]( [logo] [sponsor]( Hello there. One member of The Crew used to be scared of sharks. But that was before he learned about the [shark that drew a self-portrait with its GPS tracker](. How is that not the cutest thing ever? We showed it to him and he feels better now. Maybe you do, too. SOCIAL MEDIA Video descriptions and Stories just got longer [article-image] In the world of short form video content, length still matters. Just⦠maybe not in the way youâd think. Say more: TikTok announced theyâre [increasing the video description character limit from 300 to 2200](âa 730% increase. TikTok believes more characters could help marketers boost engagement âwhile becoming more searchable and better recommended to viewers.â Interesting⦠especially that last part. One uninterrupted minute: Instagram is [stretching the maximum Stories length from 15 to 60 seconds](. That means Stories wonât be broken into 15-second clips, which should provide a smoother viewing experience. Yep, that includes Stories ads as well. Why we care: Both updates are important for marketers. Longer Stories gives you more runway for promoting products and messages. And longer video descriptions could help you float to the top of TikTokâs search, which is an increasingly popular engine for younger generations. Fun times! ADVERTISING New ad network for boozy brands Good news for the brands behind the bar counter⦠Drizly, an online shopping and delivery platform for alcohol, [launched a new ad network]( tailored to alcohol brands and manufacturers. Drinks on us: Drizly used to focus on helping individual brands build and display campaigns on their website and app. But now theyâre opening search and display campaigns to all brands, giving everyone the ability to target specific demographics and locations. Nice. Make that two: Drizly doubled its traffic [from 2M in 2020 to 4.1M today](⦠and itâs getting bigger. Currently, Drizlyâs network consists of 5,000 retailers. The company hopes that serving ads will attract emerging small and medium-sized brands. Why we care: Like Walmart, Marriott, and several others, Drizly is yet another example of individual platforms creating their own ad networks for niche merchants and brands. And if youâre in the industry, you know platforms like [Meta]( and [Google]( make it difficult to advertise alcohol. Migrating your ad efforts to a niche network could help you brew more effectiveâand cheaperâcampaigns. SPONSORED BY SUPERSIDE 450+ brands are getting first-class creative assets at 50% of the price. Hereâs how theyâre doing it⦠[article-image]( How much did you spend on creative assets last month? [Superside will slash that cost in half.]( Seriously. Youâll get world-class level creatives shipped 70% faster. Hereâs how it works: - Dedicated creative team and project manager. No need to chase the designer when the deadline is getting close.
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- No dollar goes wasted. Supersideâs pricing plans ensure efficiency, no matter how big you are. Amazon, Coinbase, Salesforce, Shopify, and 450+ brands rely on Superside to get the finest quality creative assets affordably and on time. [Start getting high-quality design workâfast.]( E-COMMERCE These data feed errors are sabotaging your e-commerce campaigns. Hereâs how to fix them [article-image] When you correctly update products with new data, it passes to your feed for your campaigns to take notice. But update product data incorrectly⦠and youâll confuse the data feed. Data feed errors can tank your campaign performance and raise costs. For example, simply excluding out-of-stock items from Google search campaigns increased ROAS for retailers by 181%, according to a new [DataFeedWatch report](. The study also reveals the most common problems retailers encounter in their data feed: - Shipping issues (23.5% of all product disapprovals). Common errors include too-high values and unspecified shipping attributes â e.g. missing shipping countries.
- Title issues (25.9%). Titles that go over 70 characters reduce visibility, which can cause disapprovals.
- Image attribute issues (20.3%). Top errors include promotional overlays on images, images that are too small, missing or invalid images, and generic visuals.
- Global trade item number (GTIN) value issues (19.2%). Make sure you submit the correct GTIN or skip it altogether if you donât want Google to flag your items.
- Price issues (13.2%). Wrong or non-updated prices and other price mismatches will make Google disapprove of your product quickly. Additional issues include availability, link issues, item group ID, and others. Paying attention to these can greatly improve your performance. Here are the feed tactics that seasoned advertisers use to extract better value from their campaigns: - Optimize product titles. 14% advertisers overwrite their product titles, either by changing some keywords or rewriting the title from scratch.
- Use custom_labels. 13% created a product group for a product featured in an ongoing sale. Segmenting feeds based on margins can improve your ROAS by 96%.
- Filter less profitable products. 64% of merchants drop products from their campaigns due to prices being below a certain margin.
- Provide additional images. 25% of merchants provide more visual assets, which also gives shoppers more options to examine the product. The key is checking and optimizing your product data so it can pass through the feed smoothly. Simply updating your product data correctly can turn campaigns around⦠and it takes less time than brewing a French press of coffee! Seems worth it, right? SPONSORED BY STORYBLOK This âheadlessâ CMS can boost your traffic by 123% [article-image]( Six months after migrating to Storyblok, Strong experienced a 123% traffic increase. In just 60 days, [WÃSTHOF increased their revenue by 50%.]( [Storyblok lets businesses create content once, then deliver outstanding experiences across all channels.]( 87,000+ developers, marketers, and editors use it to scale their storytelling efforts, including the teams at Netflix, Adidas, and Deliveroo. Want to see how it works? [This short demo shows you.]( THE CREWâS INSIGHTS To increase cold email conversion, try writing relevant content [article-image] When done well, cold emails make millions of dollars. Done poorly, they get marked as spam and earn you little more than a few angry replies. So if youâre not having much success with cold emails, try this insight: Hit pause. Stop endlessly retooling your email copy and your targeting, and stop blasting inboxes. Instead, ask one question: Whatâs the most helpful, novel, relevant piece of content for the people Iâm emailing? Then, write that piece of content. Make it as good as you can. Once the contentâs written, write a new cold email with a softer sell and a bigger focus on the piece of content. Make it clear that itâs free, publicly available, and that you believe they may find it useful. For best results, get as niche as possible. Imagine youâre cold emailing people in ten countries about HR & Payroll services. Instead of sending them all the same piece of content, use a content template and personalize the cold emails with country-specific information. This is a small lift, but can have a big impact on perceived value. And it may help you get the lift in response rate youâre hoping for. ROUNDING UP THE STACK [SEO:]( Hereâs one way you can outrank competitors and make them think youâre cheating: Powerful backlinks from the internet's best websites, like The Economist, Bloomberg, HubSpot and more. [Hereâs why 100s of businesses use dofollow.io to get links from DR 65+ domains.](* [GOOGLE:]( Three new updates rolled out to country targeting for shopping products, including Ads, Merchant Center, and Content API. Also, you can opt out of using the âfeedLabel'' field if your codebase needs a country to handle products and data feeds. [SEO:]( Youâre not seeing double. Google may âde-duplicateâ website content if itâs âalmost duplicate,â according to John Mueller. So if two pages have the same text but different prices, they can both appear on SERPs. Good to know. [TIKTOK:]( Thumbs down. Soon users will be able to downvote comments to help TikTok identify âirrelevantâ or âinappropriateâ comments and remove them. Maybe that means weâll see less spam in ad comment sections, too⦠[SEO:]( Itâs official⦠Septemberâs Product review update has shaken up the results page. Pop media articles are seeing a big downtrend, and so are English-speaking domains located in countries where itâs not the primary language. Interesting⦠*This is a sponsored post BRAIN TEASER A murderer is condemned to death. He has to choose between three rooms: the first is full of raging fires; the second, assassins with loaded guns; and the third, lions who haven't eaten in years. Which room is the safest? You can find the [answer here.]( [poolside-logo] POOLSIDE CHAT Dear brands, please donât overdo it [article-image] If your brand has a voice, does that mean you should comment on everything? No, probably not. Case in point: the recent passing of Queen Elizabeth II [brought the sometimes-funny-mostly-cringe out of many brands](. If youâre a funko-pop manufacturer, or Dominoâs Pizza⦠itâs probably not necessary to comment on every major world event. Because who really wants hot takes from their pizza? SHARING IS CARING How about getting complete access to our content library for $0? Itâs easy. All you have to do is get four people to subscribe to our newsletter. Thatâs literally it. Just share the link below with other smart marketers, CEOs, and entrepreneurs, and youâll earn access to our library of The Crewâs Insights. Takes 30 seconds! [article-image](
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