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Eventually, a promo heavy strategy becomes your brand position. See: JCPenney

via Bad Machinery

Webcomic panel showing three people are standing outside a "Mountain Warehouse" store, discussing a sale sign in the window.&10;&10;Main dialogue for this post is “that’s their business model, the illusion that high prices will return”
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My Meta rep’s go-to approach for creative differentiation in Advantage+ Shopping Campaigns:

  • Create a few personas
  • Create a few value adds for each persona
  • Create visually distinct assets highlighting each value add for each persona
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Cue the Khaled memes:

PayPal announced plans to create a new advertising platform rooted in transaction data generated by its nearly 400 million active accounts

via Marketing Dive

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Of course, there are times where sharing your strategy may be unproductive. Like when signaling to competitors.

Seem to want something in which you are actually not at all interested

Robert Greene expands:

hide your intentions not by closing up (with the risk of appearing secretive and making people suspicious) but by talking endlessly about your desires and goals—just not your real ones. You will kill three birds with one stone: you appear friendly, open, and trusting; you conceal your intentions; and you send your rivals on time-consuming wild-goose chases.

via The Daily Laws

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More on the Google ranking factors leak & why it shouldn’t distract you from focusing on users.

People have long divorced SEO from user experience, I think the two need to work more closely together. Because ultimately you need someone to come to your page and stay there. That is a signal that Google is using.

-Mike King

Conversion rate optimization (CRO) is search engine optimization (SEO).

via Today in Digital Marketing

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Google’s search ranking factors leaked & the SEO world has been doing its best Shark Week impression trying to digest the info and tease out the secrets contained within.

It’s over 14k attributes.

I haven’t dug in yet, but I agree with this approach:

Ultimately, you want to build content that people like. That people want to click on. That people want to consume. That people want to share. That people just want to go back to.

-Barry Schwartz

Content may be distributed by algorithm, but it shouldn’t be created for them.

via Today in Digital Marketing

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Word is Meta Advantage+ product teams are broken out by feature—like an Audiences team & an Ad Serving team—that ship changes & updates without alerting other teams.

These changes appear to contradict or move ASC backwards. Which means performance is now volatile.

Silos are dangerous.
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Survey says…

Of the industries included, podcasting provided the highest short-term return on ad spend with 4.2x, as well as the highest long-term ROAS of 4.9x, compared to the average media ROAS of 3.7x.

via Sounds Profitable

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Instacart plugs retail media data into YouTube Shopping ads to fuel offsite growth

There are two parts to the digital ad equation: data + inventory.

Platforms dominated both in recent history. But crumbling cookies are changing this.

Retail media is increasing the amount of data seeking inventory.

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Disney has 2 new ad types for streaming.

The first: boring shopping ads via QR codes.

The second has strong old school banner vibes: advergames

Quiz Show is a multi-question, multi-answer trivia game that users interact with through their remotes. The second offering, called Beat the Block, allows viewers to participate in a themed game.

via Adweek