📰 Growth Daily - Friday, Mar 3

⚙️ A Never-Before-Seen Look at Google Ads’ Keyword-Matching System

📰 TL;DR - Google recently offered an inside look at how their Ads keyword-matching system operates with a comprehensive 28-page guide. The process starts with a search query entered by a user. Google’s system accounts for all spelling corrections, synonyms, and related concepts to create a retrieval query which retrieves all relevant keywords. Then, using machine learning and natural language technologies, they determine keyword eligibility based on keyword match, campaign, and ad group criteria.

At that point, Google uses the responsive search ads creative system to serve the best-performing creative and calculates bids for use with Ad Rank. The results of these steps is brought to the final action where the ads with highest Ad Rank across all advertisers is shown.

💡 Insight - This TL;DR is incredibly over-simplified, so definitely take a look a the whole breakdown (with some really cool visuals too). But the more you know, the better your ads will be. Google’s process is made up of copious detailed steps, all of which are run through strategic, intelligent computer systems. Understanding how each of them work can help you target any pain points you’ve been experiencing in Google Ads and create a winning strategy.

➡️ You can read the article here...

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💡 Insight - User-generated content is the most authentic and influential form of marketing. With Gander, you can increase your engagement rates by 18% and your site's conversion rate by 34% or more! Don't miss out on the opportunity to turn your customers into your biggest brand advocates.

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⚖️ Are You Prepared For a Potential TikTok U.S. Ban?

📰 TL;DR - The U.S. House Foreign Affairs Committee voted to give President Joe Biden the power to ban the Chinese-owned TikTok app. Following concerns this past month about Chinese spy balloons and rumors of China’s support for the Russia/Ukraine conflict, there have been ongoing security discussions around TikTok’s potential connection to the Chinese Communist Party.

The White House has already joined the ranks of EU and Canadian officials in banning TikTok from government-owned devices. If Biden decides to ban the app, the US Senate would still be required to give final sign-off before the ban is implemented. TikTok has been under review with the Committee on Foreign Investment in the U.S. for two years, but this could be the tipping point.

💡 Insight - Whether or not the government decides to ban TikTok, social media and brand marketers NEED to be prepared. Back up your videos now. Save your archives. If TikTok is your only social presence, now might be the time to start making a presence on another social app. Sure, it might not happen… but the decision is out of our hands. You don’t want to be the one losing all the content you worked so hard to make.

➡️ You can read the article here...

📈 Meta’s Looking At Key Trends in ‘Culture Rising’ Report

📰 TL;DR - Meta published the second edition of their ‘Culture Rising’ report examining emerging trends based on the analysis of millions of Facebook and Instagram conversations. Social Media Today pulled out some of the top interesting highlights including:

• The top Instagram hashtags related to Reels (spoiler: #ReelsQuotes was up 646% YOY)

• In the Metaverse, 28% of Gen Z feel a virtual avatar needs to reflect their physical features as opposed to 46% of IRL appearances being an important part of their identity

• Rising global conversation topics (another spoiler: “Therapy” was up 5,385% YOY)

➡️ You can read the article here...

🔍 10 Tips for Better Instagram SEO

📰 TL;DR - What even is Instagram SEO? It’s just like your classic SEO, but optimized for Instagram’s search results on their Explore tab. Instagram SEO has become increasingly popular in recent years with SEO-optimized posts seeing 30% greater reach and twice as many likes. Hootsuite rounded up the ultimate guide for Instagram SEO with their top 10 tips to increase your reach on the platform, including:

• Use Instagram SEO keywords in your captions

• Use SEO-driven hashtags

• Post at the right time

• Add a location to your bio

• Engage with accounts that rank for your target keywords

➡️ You can read the article here...

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