Thursday, January 15

🌟 Today’s Highlights:

• Meta advertisers have been seeing sudden Landing Page View drops

• Google Ads might be adding unapproved imagery to your location-based ads

• This proven recipe helped 60+ B2B companies generate low-cost, qualified leads

• 📊 Stat of the Day: Since May 2023, Google search referrals were down 21% globally, with Google Discover down 18% and all external referrals down 24%. (Source: The Press Gazette)

• 💡 Today’s Insight: What’s organic reach and how can you improve it?

🥫 Are you using the wrong ingredients in your marketing strategy?

Most B2B teams are mixing the wrong marketing ingredients and praying they work. My team has helped 60+ B2B companies generate low-cost, qualified leads by following a proven recipe that blends LinkedIn (for targeting), Google Ads (for demand capture), Meta (for amplification), & newsletters (for nurturing).

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⚡️ Today’s Headlines ⚡️

📉 Many Meta advertisers have seen a sharp decline in Landing Page Views. The sharp change in ‘Landing Page Views rate per link clicks,’ has seen drops of 20-50% mostly on iOS devices, tripling cost per landing page view and raises customer acquisition costs.

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🖼️ Google might be adding unapproved imagery to location-based ads. The company just added a low-visibility setting in the Shared Library under Location Manager that allows Google to automatically pull imagery from its own library to use in ads tied to your business locations.

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🎥 Google launched an improved Veo AI video generation tool. The new updates allow Veo to create videos based on reference images, generate vertical videos, and upscale clips to 1080p and 4k resolution.

💡 Today’s Insight 💡

What’s organic reach and how can you improve it?

🗞 TL;DR - In a world that’s increasingly led by paid media, we often forget about organic content and reach. It’s also harder than ever to earn organic reach, in large part because of the volatility of algorithms across social platforms. Sprout Social breaks down the value of organic reach and steps to improve yours.

💡 Insight - What is organic reach? It’s the number of unique people who see your content without paid promotions and represents the true visibility your brand earns through its own publishing strategy.

Why should you care about it? Well, because organic reach focuses on distinct individuals, it’s one of the clearest ways to gauge brand awareness. It can help your content team understand how well your content performs without paid support, identify what’s being surfaced by recommendation algorithms, benchmark performance against competitors or previous periods, and spot early trends based on what gains traction organically.

Here are 4 strategies to improve your organic reach today with no ad budget required:

1. Optimize for social search discovery. Identify what your audience is searching for, turn those insights into searchable content, then align social keywords with your website SEO.

2. Leverage video and Reels. Meta confirmed its recommendation engine now surfaces 50% more Reels from creators who published content that day, so use that to your advantage and make sure you’re creating the right videos for each network with the correct formatting.

3. Post when your audience is online. Find the times your audience is online by using the native analytics dashboards on each platform and make sure you post at those times as algorithms prioritize posts that attract engagement quickly after publishing.

4. Encourage meaningful interactions. Create posts that invite participation, then keep the dialogue alive by replying quickly to build community and extend your reach to new audiences.

🙇 How I Can Help You This Week:

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