Aldo's Notes #27

Mar 24, 2023

Pinterest shares secrets on how to optimise conversion rates.

Full-funnel strategy: Maximizes results on Pinterest by targeting customers at every stage of their purchase journey, increasing conversion rates by 3x when ads are seen across awareness, consideration, and conversion objectives.
Three media objectives: Pinterest breaks the purchase funnel into awareness, consideration, and conversions to help target customers effectively throughout their journey.
Video is key: Video ads on Pinterest have a higher impact on customer actions, with campaigns allocating 50-60% of their budget towards video formats seeing better results.
Refresh creative content: Use 10-15 creative executions over a two-month period to increase ad recall, and make simple tweaks like color changes or text overlays for variety.
Inspire and educate: Provide how-to videos, recipes, and tutorials to create stronger mid-lower funnel uplifts, like brand favorability and purchase intent.
Give it time: Campaigns running for seven or more weeks typically have stronger awareness and purchase intent impacts, especially for new brands or products.
Holistic measurement: Connect upper funnel brand building and acquisition efforts to lower funnel performance activity to fully understand the impact of your full-funnel campaign.

Bottom line: adopt a full-funnel media strategy that targets customers at every stage, leveraging video, and refreshing creative content.

Schema markup is a standardized code language that helps search engines better understand your website's content, enabling them to display rich snippets in search results.
Implementing schema markup can improve SEO by enhancing search results, facilitating accurate content indexing, and supporting voice search compatibility.
Numerous schema markup types cater to different content categories, such as articles, events, local businesses, products, recipes, and reviews.
To add schema markup to your website, choose the appropriate schema type, generate the code snippet using an online tool, insert it into your HTML, and test your implementation.
Ensure your schema markup is accurate, up-to-date, and used only where it adds value to avoid penalties from search engines.
Address common challenges like multiple schema types on a single page or limited technical knowledge by using nested schema markup or CMS-specific plugins and extensions.
Schema markup can boost your website's search engine visibility, improve user experience, and potentially increase organic traffic, providing a competitive edge in your industry.

Bottom line: implementing schema markup is recommended for long term success

Bill Gates has published his thoughts on the recent advancements of AI and his view of the future.

Enhanced productivity: AI will empower employees by taking over repetitive tasks, improving efficiency, and creating personal digital agents for better work-life balance.
Revolutionizing healthcare and medicine: AI will streamline paperwork, support healthcare workers, enable patient triage, accelerate medical breakthroughs, and tackle global health challenges.
Transforming education: AI-driven software will personalize learning experiences, assist teachers, and improve student engagement, while addressing the digital divide and fostering equal access.
Addressing AI limitations: Developers are working to overcome AI issues like context understanding, abstract reasoning, and goal-setting abilities, with significant improvements expected in the near future.
Balancing risks and benefits: Governments and the private sector must collaborate to minimize potential threats and ensure AI technology is used responsibly and ethically.
Focusing on AI equity: Market forces alone won't ensure AI benefits the poorest, so governments and philanthropy must work together to reduce global inequity through AI applications.
Embracing AI's potential: As AI continues to advance, society must focus on maximizing its benefits while mitigating its downsides, ensuring that everyone can enjoy AI's transformative power.

In an article by Digiday, L’Oréal reveals their secrets to quick content production.

L’Oreal increasing social listening to identify emerging trends quickly
In-house teams help speed up content production
Use qualitative and quantitative research to identify trends and select the best-suited brand to tap into them
Example: NYX quickly created content around the comeback of white eyeliner, a Y2K aesthetic trend
Content creation uses both paid and organic approaches, with no specifics on ad budgets or in-house team size
Faster content production helps L’Oreal stay relevant and engage with consumers in real-time
Gen Z’s preference for less polished content aids in quick content creation
Constantly listening to trends is vital for companies like L’Oreal, as the market is fast-paced and driven by creators

Bottom line: fast content production is a must

Microsoft has announced a new online advertising solution for the retail sector.

Microsoft PromoteIQ is a platform offering innovative advertising solutions in the retail sector
Search advertising is evolving, particularly in retail media
Traditional keyword targeting has limitations for advertisers and retailers
Shoppers often browse categories instead of searching for specific products
PromoteIQ introduces a category-based targeting solution with keyword boosting
This new approach improves campaign performance for advertisers and revenue for retailers
Tests show higher click-through rates and revenue per thousand impressions with the new solution

Bottom line: PPC Advertising keeps evolving, you need to stay on top!

Aldo's Notes