The Image from Gaza That Broke All Records

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In this week's newsletter we talk about the “All Eyes on Rafah” Story that took over Instagram, Snap ads and the major Google Search leak that could change your SEO strategy. Let's stay ahead of the curve together.

1 - The Image from Gaza That Broke All Records

In an era where social media is flooded with content, a single image highlighting the crisis in Gaza achieved over 44 million shares on Instagram in less than 48 hours. The image, depicting tents arranged to spell out "All Eyes on Rafah," resonated deeply with audiences by focusing on the human aspect of the conflict without showing graphic violence.

The image's success stems from its emotional appeal, bypassing Instagram's moderation policies while delivering a poignant message about the civilian plight in Gaza. High-profile endorsements from celebrities like Nicola Coughlan, Kehlani, and Varun Dhawan significantly boosted its reach, demonstrating the power of influencers in spreading important messages.

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2 - Leaked Google Search Documents Reveal Inner Workings of Search Engine

A massive leak of Google API documents offers a rare glimpse into how Google Search works. The leak, believed to be authentic by SEO experts, reveals details on how Google uses clicks, user behavior, and other signals to rank websites. This information could significantly impact how marketers approach SEO strategies.

Here are some of the takeaways so far:

• There are over 14,000 listed attributes.
• The search engine uses various date signals to track content freshness.
• Google has a feature called 'siteAuthority,' despite previously denying the use of website authority.
• Websites with more than 50% video content are categorized as 'video-focused' and subject to distinct ranking criteria. Personal websites are also assessed differently.

So what?

Do not sleep on this. You may need to adjust your SEO strategies in light of the leaked documents. The documents suggest that factors like click-through rates, user engagement time, and backlinks from relevant sites are more important for ranking than previously thought.

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3 - Google Search Trying To Be Social Again?

Google is introducing a new social profile feature that lets users view, manage, and share written reviews across its platforms. Announced via email to contributors, Google aims to make reviews more helpful to others. This feature is distinct from the public Google Maps review history.

Accessible at profile.google.com, the new profiles offer a centralized hub for managing all contributed reviews, including those for TV shows, movies, and other content. It provides an improved experience for viewing, updating, and deleting past reviews.

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4 - Amazon's AI-Driven 'Performance+' Ads Promise 30-90% Lower CPAs

Amazon has introduced Performance+, an AI-powered ad tool that lowers cost-per-acquisition (CPA) by predicting conversion rates. Integrated into Amazon's ad platform, it uses machine learning for campaign management and optimization.?

Advertisers set their target CPA, and Amazon's algorithms handle setup and targeting. Key features include brand safety, pacing, frequency controls, and custom reporting. Performance+ has achieved 30-90% lower CPAs compared to standard Amazon ads, allowing advertisers to diversify spending and gain more control. This positions Amazon as a strong competitor to Google and Meta's AI-driven ad solutions.

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5 - Snap Redesigns Ad Business, Focuses On 'Intentionality'

Snap has revamped and redesigned several ad formats to enhance the "intentionality" behind ad actions and create a more cohesive experience.

What’s New?

• Fullscreen displays now better highlight promotions.
• Expanded augmented reality (AR) ad options.
• The Total Takeover suite includes new tools for more precise targeting.
• Simplified app downloads within Snapchat on iOS, requiring fewer taps.
• New bidding capabilities have reportedly resulted in higher return on ad spend (ROAS), according to Snap.

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