Ad Strength & Creative Study: Data & Learnings From 1M+ Ads (12 minute read)
This study of over 1 million Google Ads looks at the correlation between Ad Strength and performance, the impact of pinning, and the importance of text formatting. Ads tend to perform best with ‘average' Ad Strength, suggesting it's not something worth optimizing for. Responsive Search Ads and Demand Gen ads both have 40%+ better ROAS when using sentence case text instead of title case. Pinning assets has a negligible impact, while maxing out ad copy character counts tends to hurt performance.
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TikTok Trending: Unpacking this Autumn's biggest trends (5 minute read)
The #PNW aesthetic, inspired by the Pacific Northwest's foggy landscapes, is making waves. #BritishCore celebrates British pop culture and sports. Food trends like #FilipinoFood and #snackbox ASMR are gaining popularity, with creators sharing recipes and food-prepping tips. Romance novels dominate on #BookTok, with sub-genres like #billionaireromance and #hockeyromance gaining traction.
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Unlinked Mentions: How to Convert Brand Mentions into Backlinks (3 minute read)
Unlinked mentions are the low-hanging fruit of SEO — often overlooked but highly valuable. To find unlinked mentions, use tools like Google Alerts of Mention, employ newsjacking to create new mentions, and use reverse image search to identify unlinked image mentions. Conduct personalized outreach to each of the sites, prioritizing high DR websites that are relevant to your brand's niche.
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Why I Loved Maebe's Social Launch (1 minute read)
Molly-Mae Hague, British influencer, unveiled her new womenswear brand Maebe this week. Rumors about the brand spread on TikTok before the official announcement. Instead of ignoring them, Molly-Mae and her team engaged with the speculation, fueling curiosity. They tailored content for specific platforms, creating a BTS video for Instagram and a more casual, shorter version for TikTok. In their TikTok announcement, they played into an inside joke with fans who had been investigating the brand online. They kept their initial announcement simple, letting fan discussions and anticipation build organically.
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Naro (Tool)
Naro streamlines the product development process for consumer brands. It helps brands manage their projects from ideation to launch by offering tools for product creation, supplier management, and workflow automation. Naro's AI helps marketers identify trends and content gaps by analyzing sales conversations. It proactively suggests the right content to sellers when they need it.
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BOFU Content Research Template (Google Doc)
This template is a guide to the research and analysis process for BOFU content. It will help to ensure you consider key information readers care about, identify strengths and weaknesses, and improve comparative analysis of products. You'll gain immediate access to the Google Doc after providing an email on the landing page.
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Scarcity: The 3 pillars to using it ethically (5 minute read)
People value things more when they're in limited supply – this perception of value drives people to act quickly, usually increasing demand. When scarcity is applied ethically, it leverages psychological triggers that boost engagement without creating a manipulative experience. Always explain to users why the scarcity exists, avoid unnecessary pressure that could tarnish your brand's reputation, and stay truthful to avoid using customers' trust.
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Google's ad tech empire may be $95B and “too big” to sell, analysts warn DOJ (8 minute read)
Google Ad Manager controls 90% of publishers' ad tech tools, according to the DOJ. It is positioned at the center of Google's alleged ad tech monopoly. Analysts estimate Google's ad tech business could be worth up to $95 billion, which would be too large for most potential buyers. The trial aims to determine if Google's ad tech dominance stifles competition and harms publishers. A potential remedy could be forcing a sale of parts of the business.
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When it comes to podcast audiences, quality trumps quantity (3 minute read)
Frequent podcast listeners, or superconsumers, are highly valuable due to their spending power and influence. These listeners often have higher incomes and advanced degrees and spend more on experiences, shopping, and services compared to the general population. They are active on social platforms like Reddit, LinkedIn, and Instagram, making them key tastemakers who can spread brand recommendations. As a result, advertisers see high returns on podcast ads, as these listeners not only engage with content but also influence others in their networks.
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Pinterest Presents 2024 (Event)
Pinterest Presents is taking place virtually on October 1 - it will cover the latest innovations in consumer and advertising products.
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Thanks for reading,
Alison Koh, Maddi Salmon & Joao Kodama
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