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- GOOGLE PRESSES PAUSE FOR YOU, 3 THINGS YOU’RE PROBABLY NEGLECTING WITH YOUR ADS, AND ONE OF THE MOST POWERFUL EMAILS YOU CAN SEND.
GOOGLE PRESSES PAUSE FOR YOU, 3 THINGS YOU’RE PROBABLY NEGLECTING WITH YOUR ADS, AND ONE OF THE MOST POWERFUL EMAILS YOU CAN SEND.
Kody Nordquist
March 10, 2024
THIS WEEK
👉 Welcome back to Edition 5 of the NordMedia newsletter—your weekly growth marketing reality check.
📊 GOOGLE’S GAME-CHANGING MOVE TO PRESS PAUSE
Google is at it again, but this time, it's a game-changer for businesses and advertisers alike.
The tech giant recently announced a significant update to Google Ads.
The update?
Google will automatically pause low-activity ad groups.
Yes, you read that right.
This move isn't arbitrary.
If an ad group was created at least 13 months ago and has had no impressions in the past 13 months, it will be paused.
The intent is clear—Google wants to improve budget efficiency for advertisers.
The rollout is expected to start on March 11 and continue for just over seven weeks.
By April 30, all Google Ads accounts should see the update in action.
If this change affects your ads, you're not stuck.
You can easily turn them back on.
But Google advises a review of your ad groups first.
Only un-pause those you expect to get impressions in the coming weeks.
Pausing is not the same as removing.
You can always get it back.
This change isn't geared at punishing advertisers—it's about helping businesses make the most out of their ad budget.
🚢 HOW TO LEVERAGE GOOGLE’S STRATEGY
It's time to take a page out of Google's book and apply it to your ad strategy.
Here's how:
Review your ad groups
If Google's algorithm determines your ad groups are not getting enough impressions, it's time to take a closer look. Figure out why they are underperforming and tweak your strategy.
Un-pause strategically
Only un-pause the ad groups you expect to get impressions in the coming weeks.
Update paused ad groups
Google still allows you to make changes to paused ad groups. Use this opportunity to optimize your ad groups before unpausing them.
Remember, the aim here is not just to get your ads running, but to run them more efficiently.
Google's latest update is a wake-up call for all advertisers to step up, review, adjust and deliver better.
💡 ADVERTISING TIP OF THE WEEK
👉 The 3 biggest challenges brands have in maximizing their ad profits:
(Neglecting these is costing you)
Ignoring Your Customer Lists for Targeting
This is a big one.
You’ve got a goldmine in your customer lists, but if you're not using them for targeting, you're shooting in the dark.
These lists give you more than just names and emails.
They're insights into who's interested and what they're buying.
Use them to create lookalike audiences and retargeting campaigns.
It's about being smart with the data you already have.
Not Creating New Audiences from Existing Data
Data is your best friend in the ad world, but it's astonishing how many brands ignore this.
Your existing data can help you identify trends, preferences, and potential new markets.
If you’re not segmenting and analyzing this data to create new audience profiles, you’re basically leaving opportunity on the table.
The ‘Set It and Forget It’ Mindset
Consistently testing and iterating is the backbone of successful ad campaigns.
Yet, so many brands just set up an ad and leave it to run its course.
This is a surefire way to mediocre results.
You need to constantly tweak, test, and iterate based on performance data.
What works today might not work tomorrow.
Stay agile.
Looking for visuals and charts, rather than words, to understand the daily news?
Bay Area Times is a visual-based newsletter on business and tech, with 250,000+ subscribers.
📧 EMAIL MARKETING TIP OF THE WEEK
👉 Roughly 30-50% of people on your email list still haven't made a purchase.
That's right, up to half of your subscribers are sitting on the fence.
And that is a whole lot of potential revenue just waiting to be tapped.
The issue is clear.
You've done the hard work of acquiring these leads, but without that final push, they'll remain just that.
But, there's a secret weapon that can tip the scales in your favor.
📧 The Review Email.
This email is a carefully crafted message that lets your existing customers do the heavy lifting of selling for you.
How?
Through the compelling power of testimonials.
💥 Why Testimonials Work:
Social proof is an incredibly potent tool in persuading people.
It’s human nature to be influenced by others' experiences and opinions, especially when making purchasing decisions.
A testimonial can often be the nudge that a potential customer needs to go from 'maybe' to 'yes.'
Key Elements of an Effective Reviews Email:
1️⃣ Highlight Your Bestsellers: Start with showcasing products that have already won the crowd. There’s a reason they’re your bestsellers. Use that to your advantage.
2️⃣ Address Objections with Testimonials: Use real testimonials that confront common objections head-on. Let your satisfied customers ease the concerns of your potential ones.
3️⃣ Before and After Photos: If applicable, these can be incredibly persuasive. They offer tangible, visual proof of the effectiveness of your products.
Remember, this segment of your email list is already interested.
They just need that final push.
✍️ COPYWRITING TIP OF THE WEEK
👉 Today, I’m not talking about fancy jargon.
No ten-dollar words.
No over-the-top phrases.
I’m talking about you.
Yes, 'you' – a tiny three-letter word that holds an immense power in the world of copywriting.
💡 Why 'You' is the Secret Weapon of Engagement
When you read a piece of copy, what do you want? To be engaged. To feel connected. And nothing builds that bridge better than 'you'.
Why is that?
Because 'you' is personal. 'You' is direct. 'You' is YOU.
It makes YOU feel like we're having a one-on-one chat, just the two of us.
📝 Example
Let's play a little game—spot the difference.
Here's a piece of copy, version A: "Customers will love the comfort of our new shoes."
Now, version B: "You'll love the comfort of our new shoes."
Feel the difference?
B seems to speak directly to you, doesn't it?
It feels like we've got YOU in mind. It’s as simple as that.
Remember who 'you' is:
Your reader.
Every sentence you write should cater to them. Ask yourself: "What's in it for them?"
Don't write for a crowd.
Write for a person.
Because no one cares about you...more than you.
When possible, cut down on using these in your copy:
❌ Our
❌ We
❌ Us
Want to work with my agency? Apply Here
P.S. - I’m a better marketer than I am writer, so cut me some slack and provide as much feedback as you can. We’ll work through this together.
Best,
Kody Nordquist
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