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ROUND UP — PDPs, Shopify Audiences & More

ROUND UP — PDPs, Shopify Audiences & More

August 14, 2023 • Estimated Reading Time: 7 minutes

Recession averted 💹

Today's edition of The Marketer's Playbook is brought to you by Shoelace — As some of you might already know, I am the CEO of a digital advertising agency called Shoelace. We work with small-to-medium-sized businesses to help them achieve profitable growth online using paid advertising. Whether it's through paid social, paid search, email marketing, or complimentary in-house creative services, we help our clients achieve their goals.

We have the capacity to take on a few new clients before Q4 and would love to work together. If you're looking to profitably scale your business online, click the link below to learn more 🙌

SIDE NOTE: It's been a while since I sent out a newsletter because I've been working on the community that I mentioned in the last edition - The Commonwealth Club. When this is ready to go, you'll be the first to know 🙌

A FANTASTIC PDP

Not so much news as inspiration, but still worth noting regardless. A recent tweet from Kalen shows, in gif format (if you click the link), a fantastic PDP. This isn't just another CRO best-practice landing page. There is some very cool development work at play here, and it all adds up to a memorable experience. Should you do exactly this? Probably not, but the inspiration can never hurt. Check out their tweet below to see the magic unfold.

A SIGH OF RELIEF

Don't worry — crisis averted! Well, for now. In some recent news, it appears that the Fed has stated publicly that they are now projecting to avoid a recession. Whether or not this stands the test of time, we will see, but for now, you can send this article to your clients/friends/colleagues to help everyone take a momentary sigh of relief.

ADVERTISING PROVIDES LIFT

Note: there was a chart accompanying this tweet, but for some reason, it's no longer appearing on my end. That said, it's still a solid analysis.

Theoretically, it makes sense that your ads would provide lift. Even if you're not seeing profitability in your dashboards, logic would lead you to believe that people exposed to the ad would return to you on another device, tell a friend, etc. The problem is, this is hard to prove. Dave Huffman studied this exact issue and found the results you may expect - advertising does indeed provides lift. When you turn off unprofitable prospecting ads, your sales decline regardless of where they were attributed. Check out his tweet (are we calling them this still?) below for some great discussion.

SHOPIFY AUDIENCES ARE BACK

If you tested Shopify Audiences when they first came out, you may have been disappointed. When Shopify first announced its Audiences tool - a method of building audiences in Shopify that you can use in ad platforms for targeting - the results were lacklustre, so Shopify went back to the drawing board. According to Jonathan Snow, it appears that the promise that most advertisers were excited for may have been delivered. Check out his thread on how these audiences are performing for him below.

META OWNS X?: In a hilarious turn of events, it looks like Meta owns a trademark for an X logo already. Not that logo, but still funny.
TEXT-ONLY POSTS ON TIKTOK: As a means of capitalizing on the text-only format mania, TikTok has introduced its own reply to X.
AI IS REPLACING ANIMATIONS: AI Southpark is remarkably convincing and an early indicator of the madness to come.
INSTAGRAM ADDS COLLAB POSTS: As part of a new test, Instagram has introduced collaboration posts.
THREADS GETS AN UPDATE: Including more sharing, mentioning, and tagging options, but is it enough?