Chasing Rabbbits

πŸ—žοΈ Links & Thinks from 2023.02.02

Meta Earnings

Meta's earnings are in and the results are...mixed.

Same old song for most platforms these days: users up, revenue down, and growth in established markets was pretty much non-existent.

So what does a revenue drop get you these days? A 20% stock price increase!

Wait...what?

Zuck+Co just barely beat most of Wall Street's expectations, but that's more than most of its competitors can say these days. So aggressive cost cutting + the bottom not dropping out + increasing engagement = happy traders.

But here's the gem for marketers:

In the fourth quarter of 2022, ad impressions delivered across our Family of Apps increased by 23% year-over-year and the average price per ad decreased by 22% year-over-year. For the full year 2022, ad impressions increased by 18% year-over-year and the average price per ad decreased by 16% year-over-year.

Really feeling like Meta (and specifically Facebook) is the play this year.

DTC Advice

I like this advice from the DTC Daily newsletter so I'm just going to paste it here:

The advice I keep seeing for 2023 is you really need to find your unique value proposition. What makes your brand different? What values do you have? All these brands have something that sets them apart. Study them and think about what a write-up for your own brand would look like in a list like this.

The 4-C Framework for Landing Pages

From this Twitter thread by Alex Garcia:

  1. Clarity - communicate only one idea (which is stated in the headline)
  2. Context - how will you deliver on that idea? (subhead)
  3. Creative - further clarify with more context
  4. Call to Action - be specific and reiterate the value prop
  5. (Bonus) Social Proof - support your claims with the word(s) of others

The Logic of Liquid Death

β€œWe realize that 98% of people actually hate marketing. If you can make people laugh, they will have a deeper connection with your brand, regardless of the functional differences of your liquid.”

(I have quibbles with the wording at the start of the quote, but I think the lesson holds: be real. (but not necessarily BeReal))

Microsoft Keeps Coming

Microsoft must be capitalizing on all the OpenAI / ChatGPT headlines because they're making more "performance improving" changes to ads.

Moving forward, you will no longer see the audience ad bid modifier in your campaign settings. Instead of using positive or negative bid modifiers to manually adjust participation in the audience network, all you need to do is define your goals, and Microsoft Advertising will fully optimize your campaigns across channels.

UTMs in Google Analytics 4

Sounds like Google is getting pickier about UTM parameters in GA4. When in doubt, reference the help doc.

Just The Headlines

#headlines #playbook #strategy