Google Updates Its Digital Marketing Playbook
Empire Flippers
The #1 curated marketplace for buying and selling established, profitable websites and online businesses.
Hiya!
Today's?trend of the?week?is "perfume".
The?US fragrance category?has experienced a?60% surge?compared to pre-pandemic levels.
This?has been attributed to the "lipstick effect".?This?trend has historically seen the beauty industry experience an uptick in sales due to consumers spending money on small indulgences instead of costly luxury goods during tough economic times.
It looks like now might be a good time to explore the beauty niche...
Today we have for you:
And:
Alright, let’s dive in.
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MARKETPLACE TRENDS
Here are the latest trends from last?week's marketplace activity:?
One dozen?
The Field Guide to Google Ads Privacy?and?Measurement Solutions
10-second takeaway?
Google has updated its?digital marketing playbook, offering crucial insights into privacy?and?measurement solutions for advertisers.
The 31-page guide includes essential updates that will impact performance measurement?and?consumer engagement strategies.
Protecting Data Privacy Is Paramount
The playbook is divided into three chapters. The first chapter focuses on crafting a first-party data strategy. Google stresses the significance of building trust?and?providing meaningful value to consumers in exchange for their information.
The second chapter explains how to accurately measure customer interactions, breaking it down into these core areas:
The final chapter focuses on leveraging the insights from the previous two sections. It emphasizes engaging first-party audiences at scale, using AI to expand your audience,?and?staying updated on privacy changes.
The report?outlines many of Google’s announcements made in the last 6-12 months, providing a quick?and?easy way to catch up on any changes you may have missed.
THE OPPORTUNITY
A Tortoise vs Hare Approach to Private Equity
Private equity is a relatively fast-paced game. You acquire a business?and?typically have 2-5 years to generate as much profit as possible before you need to sell the business?and?pay out your investors.?
This?growth-at-all-costs approach comes with its limitations. The pressure to generate quick returns often ends up destabilizing the business in the long run.
And?the typical private equity approach of leveraging the business's assets to finance the acquisition restricts your cash flow as your try to repay the debt while simultaneously growing the business.
That’s why?this?week’s Opportunity podcast?guest Brent Beshore decided to throw the rulebook out the window when creating his own private equity fund.
Brent is the founder of Permanent Equity. He focuses on long-term growth, with no intention of ever selling the businesses he invests in. His fund operates with a 30-year time horizon, allowing for patient capital deployment?and?sustainable growth strategies.
He avoids using debt in his?acquisitions?and?takes zero fees or reimbursements. Instead, he splits the cash flow that the business earns, putting his firm, the investors,?and?the family that owns the business on equal footing.
Listen to the full episode?to learn more about Brent's marathon versus sprint take on private equity.
CONTENT CREATION
Insights into the Creator Economy
The Tilt has released its annual?Creator Economy Benchmark Research report.
They surveyed 1,043 creators during the first quarter of 2023 to discover key insights into content creator behavior, background, industries,?and?other key demographics.
?Key Takeaways
- Almost?12 million people in the US are involved in the creator economy. More than half of them earn money by publishing content in different forms.
- Content creators?invest an average of $10.7K to start their businesses. Technology expenses alone amount to $2K per year, with a tendency to decrease in the first three years.
- Full-time creators anticipate?generating?～$108,199 in revenue?in 2023, with a gross margin of 59%, allowing them to pay themselves $62,224.
- The average creator typically takes?5 months?to earn their first dollar,?13 months?to transition to full-time content creation,?and?a total of?18 months?to fully support themselves.
-?75% of creators use AI?for various content creation tasks such as researching new topics, developing creative assets, refining writing skills,?and?predicting churn rates.
-?Social media remains the primary channel for audience engagement?at 84%. Blogging?and?email newsletters rank 2nd?and?3rd, respectively.
- Content creators have an?average of 4,000 social media followers. They tend to have a specialized focus?and?use only 4 channels?to engage with a niche audience.
-?Business?and?marketing are the most popular industries?covered by the creators, followed by education, entertainment, health & fitness, lifestyle,?and?DIY.?
HIDDEN GEM
Listing #68843 -?$246,809.00
?AMAZON ASSOCIATES, AFFILIATE, DISPLAY ADVERTISING| HOBBIES, HOME| 37X
Created in January 2019, the WordPress site features buying guides?and?informational content on indoor gaming equipment. The business has experienced strong year-over-year growth in revenue?and?page traffic.
We’re highlighting?this?business?this?week?because of its following strengths:
领英推荐
AMAZON
AI to Detect Damaged Goods at Amazon Warehouses
Amazon has?begun using AI?to spot damaged items before they are shipped to customers.
Amazon has found that AI is three times better than warehouse workers at spotting damaged items.
Goods are picked for individual orders?and?placed into bins that move through an AI-powered imaging station, where they are checked to confirm the right products have been selected. The imaging station has now been trained with photos of undamaged items so that it can identify damaged ones.
Amazon has?implemented the AI?at two fulfillment centers so far, with plans to launch the system at 10 more sites in North America?and?Europe.
READ ALL ABOUT IT!
??Web3's?Effect on SEO:?Google's Search Relations team weighs in
??Microsoft's?new AI site-building tool:?take the pain out of building websites
??YouTube's?Algorithm unpacked:?audience satisfaction is key
??Sastrify Raises $31 Million:?aims to tackle ‘SaaS Sprawl’
ADTHRIVE REBRAND
Goodbye AdThrive, Hello Raptive
For those who missed it, display advertising network AdThrive has rebranded?and?is now called?Raptive.
The rebrand comes as a result of umbrella company Cafe Media unifying all three of its brands - AdThrive, CafeMedia,?and?CafeMedia Ad Management - into one company.
The rebrand happened in April 2023, with CEO Michael Sanchez explaining, "Our company has evolved. While we remain the largest ad management company?and?continue to invest significantly in ads, we've expanded our services?and?solutions to match the needs of the creators?and?enterprise publishers we serve. Our new brand, Raptive, reflects that transformation."
PERKS PAGE
Introducing the Empire Flippers Perks Page
If you've ever bought or sold a business with us, you will now have access to our new perks page.
The page features a list of trusted business partners who can help you with your business needs. What's more, you'll also?gain access to exclusive benefits like discounts?and?special offers?from the featured businesses.
You can find the page under the 'My Account' tab in?your dashboard.
If you've worked with any service providers or partners that you trust?and?feel we should add to the list, feel free to let us know!
ODYS GLOBAL
Getting the Most Juice from Your Aged Domain Backlinks
Starting a new business with a premium aged domain offers many advantages, particularly when it comes to powering up your existing sites with all the link juice held in these domains.
But in order to make the most of the aged domain’s potential, you need to make sure your backlinks are set up correctly.
Here’s some advice from?Odys Global?on how to set up a server-side redirect.
Server-side redirects 101
Sometimes, backlinks pointing to specific website pages arrear to be broken. In these cases, you can either recreate the pages or redirect missing pages to the most relevant existing page, like the homepage for example.?
One of the most common ways of setting up redirects is configuring server-side redirects.?This?requires editing your web server configuration files.
For WordPress hosting, Apache is commonly used, but even NGINX-based servers can employ a hybrid model with the?.htaccess?file.
To begin, locate?and?back up the?.htaccess?file, usually found in the root folder of your website. It's crucial to preserve the original by downloading it?and?creating a local copy. Then, open the original file with a text editor.
For a single URL redirect, use the following syntax:?RedirectMatch 301 /old-url/ https: //my-domain. com/ new-url/. Add?this?line before the existing data in the?.htaccess?file. It's helpful when redirecting backlinks to different homepage variations or old articles to new ones.
To redirect multiple URLs, add?RedirectMatch 301 /old-url/(.*) https: //my-domain. com/ new-url/?to the?.htaccess?file.?This?is useful when redirecting links that follow a pattern, saving you from creating individual redirect rules.
For example, to redirect all links starting with "/forum/" to "/forum-info/", use:?RedirectMatch 301 ^/forum/(.*) https: //my-domain. com/ forum-info/.?This?ensures any link following "/forum/" will redirect to the new page.
Then, save the?.htaccess?file?and?upload it to your server, overwriting the original file.
Remember, cautious handling of the?.htaccess?file is vital to avoid any disruption to your website's functionality.
For more information?and?assistance, feel free to get in touch with?Odys Global. They will provide further guidance?and?support regarding aged domain management?and?backlink optimization so you can enjoy building a successful online business.
STARTUPS
Best Countries to Launch a Startup in 2023
A recent?analysis by Business Name Generator?has identified the top ten countries to launch a startup.
The results are based on factors such as business tax rates, GDP growth,?and?the cost of startup procedures. Each country’s happiness score, cost of living,?and?quality of life were also factored in.
The Top Ten Stellar Startup Spots are:?
The United States ranked 17th?overall, mainly due to a low GDP growth rate?and?relatively high business tax rates. Despite?this, the US continues to be a favored choice among entrepreneurs due to its significant market size, advanced infrastructure,?and?supportive legal framework for safeguarding intellectual property.
The Philippines, Egypt, India, South Korea,?and?Vietnam emerged as the five most challenging countries for startup entrepreneurs.
With the top ten countries all located in Europe, it seems the EU is primed to become something of a startup hotspot in 2023.
LIVING LA VIDA NOMAD
Vans in the mist...
Here's another jaw-dropping photo from our customer advisor Spencer's road trip around Iceland.
MEME OF THE?WEEK
Been somewhere cool or seen a meme that made you chuckle?
Send us a DM on Instagram (@empireflippers) with your favorite meme or nomad shot?and?we'll include it in the next email!