🕳 Attribution.

A leading privacy-first browser is launching a self-serve ads program, Meta’s planning a big release for December 2023, and more. April 7, 2023 [Read in browser]( [logo] [sponsor]( Happy Friday! Question: Do you want to continue getting our newsletter every weekday? If so, [please click this link]( so we know you’re still here. “Wait, why?” Since Apple Mail’s update, we can’t know for certain if it’s you or Apple opening our newsletter, and we don’t want to clog your inbox. … And we're regularly told by those that get caught in our list cleanup that they want to continue receiving these newsletters, so we think it’s good to give you a head’s up right here in the intro. So [just click this link]( and you’re set! GOOGLE Bye-bye, rules-based attribution models [article-image] We’ve got a bowl of analytics, a pinch of ads, and a side of certifications. It looks like fusion cuisine is on Google’s menu today… grab a plate. No more rules: Google announced that rules-based attribution models like first-click, linear, time decay, and position-based [will go away starting July 2023](. Instead, data-driven attribution will be the default in Google Analytics 4 (GA4) as Google turns to AI-driven models and automated bidding. If you don’t want to use a data-driven model, you can use the last-click model. Good to know, we guess… Taking AI for a spin: [Yesterday it was Meta](. Today, Google is [testing an AI tool that can help you create ads](. This tool allows you to drop in your landing page, write a short description of your product or service, and let Google do the rest. Kind of like pre-ChatGPT AI writing tools. Google swears this tool isn’t related to Bard, its conversational AI chat service. Calling all data analysts: You could be one of the certified few. Google just added two new certificate programs in Business Intelligence and Advanced Data Analytics. These courses should help you [learn technical skills]( like BigQuery, Python, and SQL, and maybe unlock new opportunities in data analytics. Why we care: By sunsetting rules-based attribution models, Google Analytics has made it clear that automated and algorithmic advertising are the way forward. Nothing you can do about it except join the fun. Also, it seems more and more likely that every ad platform will release its own ad-powered ad creator, which sounds like both a blessing and curse… at least from today’s perspective. VIDEO ADS New report sheds light on how to improve B2B video ads It’s not often you get video ads research that involves a sample of 16,000 ads… especially for the B2B space. But the [recent VidMob study on LinkedIn B2B video ads]( does just that, and it has some useful insights. Go for the eyes: You already know the first few seconds of your videos are key, right? But you probably don’t know what content you should cram into the opening seconds. This report does, though. Here’s the gist: - Get to the point. Featuring the focal message of your campaign or product early can boost engagement and connect with a more focused audience. - Use stats and data. It’s the language of business people after all. - Flash that logo: Make your branding visible from the start, because it impacts click-through rates (CTR). We agree, it’s a tall order. But try to include all these elements in the first few seconds. Let your light shine: Bright colors with high contrast attract attention and work for upper-funnel, awareness objectives. Low contrast conveys a professional tone and is better suited to bottom funnel goals. Don’t skip just yet: The report also highlights some stats that could be useful as you produce your ads, namely… - Videos between 7–15 seconds work best. - Showing a person within the first quarter of the video clip boosted view-through rates by 175%. - Showing a call-to-action (CTA) in the first 6 seconds doubled view-through rates. - Videos with text overlays have 72% higher CTR. Why we care: Like we said before, it’s not often you get thorough research from a large sample when it comes to B2B ads. This is valuable data, so maybe print it and tape it near your screen or something. And while LinkedIn is the go-to business platform, there’s no reason to think these tips won’t work on other social channels. Worth testing, at least. SPONSORED BY STACKED MARKETER PRO Become an AI Prompt Master. Get more quality marketing done, faster. [article-image]( By now, you’ve probably experimented with AI, and maybe you’re wondering what all the fuss is about. “It’s not that good,” you’re thinking. Well, here’s the thing: you need to help AI do its job better, too. If prompting is how you tell the AI what you want, prompt engineering is the art/science of getting the best results. And in this [members-only report](, you’ll learn how to get the most out of AI, do more effective marketing faster, and outwork your competition. You'll find out: - How to be more specific in your prompts—and why! - What to do when your output falls short. No more feeling like you’re wasting time. - How to train AI to be a better marketer so you can do better work… and maybe even take a longer lunch break. … And loads more. Want to level up your AI prompting skills? [Try Stacked Marketer Pro for $7 to read the report.]( AMAZON This simple concept can fix your Amazon Ads strategy [article-image] If you’re running Amazon Ads, there’s a big chance you came across the following scenario: You create a campaign. It starts off well and checks the boxes, so you let it run. But then you try to optimize for lower ad cost of sales (ACOS) to align it with your budget goals. … And sales drop. So you increase ad spend. But now ACOS is increasing and your ads aren’t as profitable. And on it goes. If this happens, Elizabeth Greene recommends you stop and memorize one [crucial Amazon Ads concept](: sales growth and profits are at the opposite ends of the spectrum. And it makes so much sense… Sales growth means you want to increase bids, advertise on more keywords, and do things that will increase ad spend and take from your profits. Profit is when you’re cutting costs to make your ads more… well, profitable. So now you’re decreasing bids, adding negative keywords, and even pausing ads. With sales growth you’re ramping up the pace. With profit, you’re slowing down. With this concept in mind, Elizabeth says you should now ask yourself two questions: #1 – Where are you on the spectrum? By knowing what your objectives are, you’ll make better decisions. Figuring this out depends on two things: - Your personal comfort level. In other words, how high risk-averse you are. Where’s your “uh-oh” moment? Are you fine with bidding aggressively, or is ROI more important? - Your profit margin. How much can you afford to lose? If you have a 50% margin, there’s a lot more breathing space compared to 15%. #2 – What stage your product is in. According to Elizabeth, there are two product stages: - Growth, or launch phase. This is when a product is reliant on ads and doesn’t rank organically. Products can be on Amazon for months and still be in the growth phase. - Maintenance or profitability phase. This is when a product sustains sales even when you pull back on massive spend. Now it’s time to find answers. Do some testing, answer Elizabeth’s two questions to determine your objectives, and adjust your strategy accordingly. Good luck! SPONSORED BY PSYCHOLOGY OF MARKETING Warning: this newsletter can give you the power to change minds and influence customer behavior [article-image]( Great marketing campaigns aren't built on assumptions, they're built on science. And while you could read those long, boring science publications yourself… … It’s easier to learn the key, highly influential takeaways in just five minutes every week. In every [Psychology of Marketing newsletter](, you’ll find one psychological effect, two real-world examples, and three dead-simple tactics to apply to your business. Join the 24,000+ growth marketers obsessively reading the Psychology of Marketing. And get it free in your inbox, every Thursday. [Sign up now.]( THE CREW’S INSIGHTS Should you offer live chat on your landing page? [article-image] A few weeks ago, Ash Melwani, the CMO of Obvi, [asked his audience]( if brands should have a live chat on their landing pages. A great question, and worth considering. Here are the scenarios where offering live chat makes the most sense: - [If you want to do more customer research.]( A chat can be a temporary solution to understanding customers' hesitations when it comes to your brand. Set up a live chat for a set amount of time and learn what reservations your customers have about buying your product. - [If you have a high average order value (AOV) item.]( Customers often need more time to consider buying high AOV items compared to low AOV items. Having a live chat on the landing page could reduce that time, since it gives you the opportunity to address customers’ hesitations right away. Address hesitations as fast as possible, so that they can convert on the spot. - If you’re a service-based business. The core of a service-based business is trust and credibility. Having a live chat on the landing page, ready to answer any questions your prospective clients may have, can be immensely beneficial. So if one or all three of these takeaways apply to your business, it’s probably a good idea to test offering live chat out. Happy chatting! ROUNDING UP THE STACK [AI MARKETING:]( Garbage in, garbage out. This report shows you how to craft expert prompts so you get the results you want in seconds, from entire landing pages to an interactive quiz. [Train AI to save you hundreds of hours](.* [AI MARKETING:]( Italy was just the start. Seems other European countries may follow along and ban ChatGPT amid privacy concerns, with French and German data protection authorities in the queue next. It’s getting wild out there… [TIKTOK:]( Who’s afraid of a little ban? Brands have upped their ad spend on TikTok by 11% in March, and reports claim they’ll keep spending more because they believe “immediate ban that would impact advertisers” is unlikely. Are you among them? [STREAMING:]( Advertisers are happy, Roku viewers are… we’re not sure yet. But Disney’s ad-supported plan is now available on the platform, making the ads service available to 70M Roku users worldwide. That’s a lot of potential customers. Very cool. [TIKTOK:](… Is the app with the most ad-friendly users, apparently. New research claims 38% of TikTok users don't mind seeing an ad if they get something in return. 28% say they have bought products advertised by celebrities and influencers. Interesting. *This is a sponsored post BRAIN TEASER How can you leave a room with two legs and return with six legs? You can find [the answer here](. [poolside-logo] POOLSIDE CHAT Wanted: professional bear huggers [article-image] Ever seen one of those cute bear videos and just wished you could give the fluffy animal a big hug? Well, now you can. The New Mexico Department of Fish and Game is looking for “professional bear huggers,” and [you can apply here.]( So tempting, right? All you need is the: - Ability to hike in strenuous conditions. - Ability to capture “problem animals.” - Courage to crawl into bear dens. Wait a minute. Actually, this doesn’t sound warm and fuzzy at all… SHARING IS CARING Need a vacation? How about schnitzel with us in Vienna? If you get 1000 people to sign up for our newsletter, we’ll fly you to Europe for a weekend with us in Vienna. We’ll eat schnitzel, see the sights, and talk marketing. It’ll be awesome. And of course, you’ll unlock other rewards, too, including: - The Marketer Mug (30 referrals). - The Marketer Zip Hoodie (50 referrals). 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