Be in The Know
🛑 Microsoft announces Skype will close in May.
💸 Tens of thousands in ad revenue lost in Google Ads’ weekend outage.
🎭 This was the biggest multi-brand advertising stunt in Oscars history.
🥚 Inside the great egg branding crisis.
🗣️ Amazon launches Alexa+, and marketers want ads.
🔎 Study: Americans search Google 126 times per month on average.
👟 This is DSW’s rehabilitation plan.
🚀 Why creatives are ditching “rented” social media for owned platforms.
🌿 How Cozy Earth uses personalized marketing to cozy up to customers.
⚠️ This Meta-owned platform is a thriving illegal firearms marketplace in India.
📉 Is Chegg the first victim of the AIO-pocalypse?
How to Leverage ChatGPT Traffic for Higher Conversions
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Data shows that while Google Organic drives more traffic, ChatGPT generates significantly higher conversion rates—6.8 times higher for free trial sign-ups. This suggests that ChatGPT traffic brings higher-intent users.
Here’s how to leverage that traffic:
- Focus on quality, not just quantity. Google Organic brings in large volumes of traffic, but ChatGPT delivers more qualified leads. Shift your focus to dramatically improve conversions.
- Track ChatGPT traffic in GA4. By tracking traffic from ChatGPT (via UTM parameters), you can measure how well it converts in comparison to traditional SEO traffic. For instance, ChatGPT accounted for just 4% of traffic but 22% of conversions in the example study.
- Optimize your funnel for ChatGPT. Users arriving from ChatGPT are often pre-sold and highly qualified, reducing drop-off rates in the conversion funnel. Tailor your website’s user experience to cater to these high-intent visitors.
- Emphasize user intent. ChatGPT users typically have a clear goal when they click, resulting in a higher likelihood of completing actions like signing up for a free trial. Align your messaging with their intent.
- Monitor and adapt. Adjust your SEO and CRO strategies as ChatGPT’s role in the digital marketing ecosystem evolves.
Dig into this tactic from Alden Do Rosario.
Smash or Pass 👍/👎
Tools
Luukilu
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If you’ve managed Meta ads, you know the drill—spreadsheets, pivot tables, and hours digging through Ads Manager to find creative fatigue and spot opportunities.
By the time you have answers, you’ve likely already lost money.
Luukilu is an AI-powered media buying assistant that sends you daily reports on ad fatigue straight to your Slack or email, so you can pause underperforming ads before they eat into your budget. Or boost the winners before it’s too late.
Campaign
Passion for Fashion
Bratz has found a way to stay culturally relevant by re-creating pop culture itself with its signature sass and edge.
The 25-year-old brand has built a massive social following by transforming celebrities, memes, and viral moments into Bratzified illustrations and animations.
One of the brand’s most viral TikTok posts—an animated re-creation of a Euphoria scene—got over 42 million views. While originally a kids’ brand, Bratz now primarily targets Gen Z and millennials who grew up with the dolls.
And the social team works fast. A Grammys red carpet post featuring Lady Gaga and Chappell Roan was created in just 18 hours—and without AI. The brand’s in-house team also produces Alwayz Bratz, an animated social series with over 50 million organic views.
“We’ve evolved with our audience. Whatever’s hot in pop culture goes down [from young adults] to kids and up to parents and older,” MGA Entertainment’s CMO Josh Jackbarth told Marketing Brew.
