This Episode is 100% Information (I Mean, Probably)

[00:00:03] [SPEAKER_03]: It's the 2 Good To Be True Sales Copy, Killing Your Conversions.

[00:00:08] [SPEAKER_03]: Canvas, Eyewatering, Price Increase, Some Nice benchmarking data coming to GA and the

[00:00:14] [SPEAKER_03]: One Way Instagram format that just became 2 Way.

[00:00:19] [SPEAKER_03]: I'm Tod Maffin, That's a Head Today in Digital Marketing.

[00:00:26] [SPEAKER_03]: Your 100% claims might be turning customers away.

[00:00:29] [SPEAKER_03]: New research suggests that claiming a product is 100% like 100% pure or 100% reliable can

[00:00:38] [SPEAKER_03]: Backfire and decrease purchase intent by 7.5%.

[00:00:44] [SPEAKER_03]: For example, a juice was viewed 7.5% less favorably in the study when it claimed to be 100%

[00:00:52] [SPEAKER_03]: Juice versus 99% Juice.

[00:00:56] [SPEAKER_03]: The research is say when consumers see product information that makes these kinds of claims,

[00:01:01] [SPEAKER_03]: it makes them suspicious of the product and its benefits.

[00:01:05] [SPEAKER_03]: This leads to a negative reaction, causing them to judge the product more harshly

[00:01:09] [SPEAKER_03]: and be less likely to buy it. That said, 100% claims can be effective if they provide specific

[00:01:17] [SPEAKER_03]: relevant and useful information. For instance, stating 100% organic juice or 100% cotton,

[00:01:25] [SPEAKER_03]: highlights important details that matter to consumers.

[00:01:29] [SPEAKER_03]: The research comes from a study published in the psychology and marketing journal

[00:01:33] [SPEAKER_03]: called the effects of pseudo relevant 100% claims. We have a link to it in today's email

[00:01:38] [SPEAKER_03]: newsletter, which you can sign up to for free by tapping the link at the top of the show notes.

[00:01:42] [SPEAKER_03]: We're going to today in digital.com slash newsletter.

[00:01:49] [SPEAKER_03]: If you rely on Canva for your marketing, brace yourself, prices are about to sore.

[00:01:55] [SPEAKER_03]: Starting next year, customers using Canva Teams, a subscription that supports multiple users,

[00:02:01] [SPEAKER_03]: can expect prices to skyrocket more than 300%. Thanks to the company's rollout of

[00:02:06] [SPEAKER_03]: generative AI features. In the US, some users have reported their annual subscription

[00:02:12] [SPEAKER_03]: rising from $120 per year for up to five users to a staggering $500.

[00:02:19] [SPEAKER_03]: Canva is offering a 40% discount, but that's only for the first year and we'll bring the price

[00:02:23] [SPEAKER_03]: down to $300, still a significant increase. The change also affects users who are locked into

[00:02:30] [SPEAKER_03]: lower rates that Canva no longer offers. In April, the company quietly changed its offering

[00:02:35] [SPEAKER_03]: for new Teams subscribers to $10 per month for each user and said a minimum of three users.

[00:02:41] [SPEAKER_03]: Now, Canva says existing users will also be moved to this structure. Many are frustrated by the

[00:02:47] [SPEAKER_03]: increase with some threatening to cancel their subscriptions and switch to alternatives.

[00:02:55] [SPEAKER_03]: Google Analytics has dropped a new update that lets you compare your sites,

[00:02:59] [SPEAKER_03]: performance with others in your industry. Letting you see how your site stacks up.

[00:03:04] [SPEAKER_03]: GA4 has started rolling out a benchmarking feature similar to what was available in

[00:03:08] [SPEAKER_03]: Universal Analytics. You should be able to find it by enabling modeling contributions and

[00:03:12] [SPEAKER_03]: business insights in admin settings under account details. This option though might not be

[00:03:17] [SPEAKER_03]: available to all users right away.

[00:03:23] [SPEAKER_03]: All right, a whack of updates on the Microsoft Ad platform to talk about. First,

[00:03:26] [SPEAKER_03]: the company is introducing what it calls updates to audience ads. These are ads that appear

[00:03:32] [SPEAKER_03]: across the web and in mobile ads. It's not entirely clear what they're updating though.

[00:03:36] [SPEAKER_03]: Their PR speaks seem to suggest that the machine learning behind the targeting has gotten

[00:03:41] [SPEAKER_03]: smarter so your mileage may vary. Later this month, the company will expand performance features

[00:03:45] [SPEAKER_03]: for display and video ads including some new bidding strategies, targeting options, and what they

[00:03:51] [SPEAKER_03]: call enhanced conversion tracking. The Microsoft Ad platform now lets you add business logos and

[00:03:57] [SPEAKER_03]: customizable calls to action to native ads. Advertizers can either use automated calls to action

[00:04:03] [SPEAKER_03]: or select from a predefined list including options imported from Google. You can start adding

[00:04:09] [SPEAKER_03]: these assets to your campaigns now. They will become eligible to serve starting on September 30th.

[00:04:15] [SPEAKER_03]: Advertizers can now use IAS verification for viewability and brand safety

[00:04:20] [SPEAKER_03]: and this is on native display and video ads and will work with any bid strategy.

[00:04:26] [SPEAKER_03]: Microsoft is also making connected TV accessible to more advertisers. These updates include support

[00:04:31] [SPEAKER_03]: for longer 45 and 75 second video ads and some AI powered asset recommendations to hopefully

[00:04:38] [SPEAKER_03]: streamline the creation of this TV ready content. And they've also made some updates to its version

[00:04:44] [SPEAKER_03]: of performance max as of last week campaigns imported through Google import. We'll now be

[00:04:50] [SPEAKER_03]: converted to Microsoft Performance Max campaigns on Microsoft Advertizing rather than smart shopping

[00:04:57] [SPEAKER_03]: or DSA campaigns. A new search term insights report is also rolling out for all campaign types

[00:05:02] [SPEAKER_03]: in the next few weeks and finally search themes are now available for pilot in performance max.

[00:05:08] [SPEAKER_03]: These are words or phrases associated with the campaign that will help the ad platform optimize it

[00:05:14] [SPEAKER_03]: during the learning period. Instagram has added an update pushing more users to slip into your

[00:05:23] [SPEAKER_03]: brands DMs. Some broadcast channel creators can now turn on replies in their broadcast channels.

[00:05:31] [SPEAKER_03]: This lets subscribers share their thoughts directly with the channel owner. At previously

[00:05:35] [SPEAKER_03]: these channels were one way. They were announcements used by brands for updates or creators.

[00:05:40] [SPEAKER_03]: And so on the main broadcast channel it'll still be a one way stream for updates from the

[00:05:46] [SPEAKER_03]: channel admin replies will appear in a separate thread. So that makes it more of a discussion area for

[00:05:52] [SPEAKER_03]: consumers and fans than a typical group chat. Quoting social media today quote,

[00:05:56] [SPEAKER_03]: the key difference here seems to be that the main broadcast channel will remain just that. A

[00:06:01] [SPEAKER_03]: singular stream of updates from the channel admin providing another means for brands and influencers

[00:06:07] [SPEAKER_03]: to keep their fans updated within Instagram DMs, which is where all the interaction in the app

[00:06:13] [SPEAKER_03]: is now happening. And as such it makes sense for Instagram to facilitate connection in this format.

[00:06:19] [SPEAKER_03]: And as noted, Instagram's seeing way more engagement in DMs than in the main feed these days,

[00:06:25] [SPEAKER_03]: which is why it's been trying to build upon this as a means to maintain that social network

[00:06:29] [SPEAKER_03]: connection as the main feed becomes more of a broadcast feed of AI recommended clips.

[00:06:36] [SPEAKER_03]: And finally Google Trends launched its email subscription service in 2014.

[00:06:46] [SPEAKER_03]: Now it is shutting it down. The company says it is discontinuing its email alerts for Google

[00:06:52] [SPEAKER_03]: Trends. This was how some marketers stayed up to date on trending topics in Google. The company

[00:06:57] [SPEAKER_03]: setting an email to subscribers saying trend notifications will stop on October 29th. Google suggests

[00:07:03] [SPEAKER_03]: using RSS feed subscriptions or signing up for its daily homepage newsletter instead.

[00:07:10] [SPEAKER_03]: Those are options, but neither is as detailed as the email alerts were.

[00:07:19] [SPEAKER_03]: Well, as the great philosopher Slim Shady once said, guess who's back?

[00:07:24] [SPEAKER_03]: Back again. Back again. It's stuff. The Intrepid Steffgun or associate producer

[00:07:30] [SPEAKER_03]: who left us a year ago for some bullshit reason I wrote down here on the screen.

[00:07:35] [SPEAKER_02]: Oh, what was it to get? Oh yeah, what was it? Just you know, creating life.

[00:07:41] [SPEAKER_03]: Steff had a baby a little under a year ago and so was on Matt Lee and she is back. How do you feel?

[00:07:48] [SPEAKER_02]: I feel good. It feels good to be back. It does feel weird to use your brain for something

[00:07:52] [SPEAKER_03]: other than diapers but fair fair. And tell us about the baby. She is beautiful. I've seen photos.

[00:07:59] [SPEAKER_03]: She is obviously objectively the most beautiful baby in the world. She's really freaking cute.

[00:08:04] [SPEAKER_02]: Her name is Pearl. She's one. She's like a little firecracker. She just recently started biting.

[00:08:11] [SPEAKER_02]: So I don't know when we have to start disciplining her, but if you're helping too.

[00:08:16] [SPEAKER_03]: And based on what you know about her so far, what kind of an adult is Pearl going to be like?

[00:08:21] [SPEAKER_02]: Scary. Oh, she's really feisty, is she? She's pretty feisty. Yeah, she might be as

[00:08:27] [SPEAKER_02]: a scary adult. What based on what we're right now? Right now, but I don't know if we're just entering

[00:08:32] [SPEAKER_02]: the toddler era. So she also already seems to be like sarcastic. So oh, at one point it's going to be

[00:08:38] [SPEAKER_03]: a fun ride. No kidding. Well listen, I am so glad you're back. Everyone I'm sure is also so glad

[00:08:44] [SPEAKER_03]: you're back. They've had to suffer with the quality of my writing for a year. Now they are back

[00:08:49] [SPEAKER_03]: to normal stuff. Steff, welcome back. I'm so glad you're back with us. I'm so happy to be back.

[00:08:53] [SPEAKER_03]: All right, that's it for today. See you tomorrow.

[00:09:55] [SPEAKER_00]: Thanks for joining me. Powered by Shopify.