Market and Grow

06/05/2023

🎧 Episode 163 of the Podcast is now live!

🚀 We dive into Microsoft's new insights for Universal Event Tracking tags, Google's innovative updates, and how generative AI is changing the game in content creation.

05/12/2023

How would you know if you don't have the data?

05/09/2023

Ep-159 of our podcast was published yesterday. Listen to it if you want to learn more about Google's guidance on "Coming Back Soon" pages for site migrations.

https://twimshow.substack.com/p/ep159-google-coming-back-soon-pages

04/24/2023

Episode 157 contains the notable Digital Marketing News and Updates from the week of Apr 17-21, 2023.

1. Twitter Requires All Advertisers To Pay For Verification First

2. Instagram Allows You To Add Up To 5 Links In Your Profile Bio

3. Google: Just Because A Site Is Good Now, Doesn't Mean It Will Be #1 Forever

4. Google Adds New Return Policy Structured Data Support For Merchant Listing

5. Google Introduces New Crawler & Explains The Use Cases For Its Different Crawler Types

6. Google Removed Older Search Ranking Algorithm Updates From Its Ranking Systems Page

7. Google To Remove Page Experience Report, Mobile Usability Report & Mobile-Friendly Tests From Search Console Report

8. Google Adds Page Experience To ‘Helpful Content’ Guidance

Episode 157 contains the notable Digital Marketing News and Updates from the week of Apr 17-21, 2023.

04/21/2023

Too many companies out there are producing “Look at me” content.
This kind of content often talks about:

How wonderful the company is
How they recently won an award
How their founder struggled and came out a better human being (LinkedIn is full of these stories)
How fast the company is growing
How revolutionary their technology is
How much better their solution is than the competition
This kind of content can feel like brand-building work. But it’s not.

It builds little affinity with customers because of one reason: it’s not about helping them.

Customers build affinity with brands that understand them and use their content to fulfill the mission of helping them.

Companies who understand this create content that instead focuses on:

Talking in the second person
Resolving real pain points with real solutions
Educating customers so they can achieve their objectives
This kind of content inevitably ends up building the brand.

It’s not a bait-and-switch either. There isn’t always a sales pitch to buy a software or product at the end.

Those outcomes end up happening anyways.

04/14/2023

Agencies usually tell that the data is a “proprietary information” and can not share. If pressured then they only thing they will share are monthly metrics reports and may be a list of campaigns with keywords.

Tactics like this, as well as holding website logins or using plugins to limit website access from certain accounts, are tactics used by lesser “agencies” in attempt to preserve their income.

I recommend firing any agency that holds your data as hostage and finding a reputable one.

What sucks is that you have to start from scratch and lose all the historical data. :(

04/10/2023

Google is removing four attribution models (first click, linear, time decay, and position-based) in Google Ads and Google Analytics starting May 2023. Existing conversion actions using the removed models will automatically convert to the data-driven attribution (DDA) model, or advertisers can manually change to the 'last click' model. Google Ads liaison Ginny Marvin, shared on Twitter that “use of rules-based attribution models has dropped significantly with the introduction of DDA 3 years ago. Fewer than 3% of conversion actions in Google Ads use them now. DDA has the broadest adoption & is available to all businesses, with no data requirements.”

So, what happens to conversion actions that are already using these models?

Google confirmed any conversion action using the near-deprecated models will automatically convert to the data-driven attribution model.

Advertisers can choose the existing ‘last click’ attribution model but will have to make this change for each conversion action manually.

While DDA should be used for optimization, viewing data with these other models can provide useful insights.

04/10/2023

"[Ep155] - Does Pagination Impact Google Crawl Budget?" Is Out Now.
Episode 155 contains the notable Digital Marketing News and Updates from the week of Apr 3-7, 2023.

Read it here: https://twimshow.substack.com/p/ep155-does-pagination-impact-google

Listen/watch it here: https://youtu.be/m63E5qPkuMg
Topics covered:

1. Microsoft Professional Service Ads Available for Select Verticals Worldwide

2. Google Is Removing 4 Attribution Models

3. YouTube Launches A Trial Of Audience Interests

4. YouTube Now Allows Eligible Creators To Insert Ads To A LiveStream

5. Google’s Recommendation On How To Prevent An Accidental Indexing Of Staging Sites

6. What Google Feels About Using AI To Write Content

7. Does Google Ignore Iframes?

8. Does Pagination Impact Google Crawl Budget?

04/06/2023

04/03/2023

Get up to speed with the Digital Marketing News and Updates from the week of Mar 27-31, 2023.

03/31/2023

Content and Demand are deeply intertwined. That’s why both need investment.

Content builds the brand over time and can create entirely new categories. As more content is produced, demand inevitably increases.

Either there’s more overall demand in the category because of the content or the content positions you to capture more of the existing demand.

As more demand is generated, you are able to be more cash-flow positive. Each additional deal increases the ROI of content and demand gen campaigns. And each deal impacted by content lowers your CAC.

This gives you the ability to reinvest your dollars more efficiently and confidently into content to further grow the category and brand over time.

This is the flywheel of good marketing and the best companies in the world understand it.

You only need to be patient enough to start investing in it.

03/30/2023

Your Expert Hiring Another Expert To Do The Job You Hired The Expert To Do | 30Mar23