100% Guaranteed to Fail

Your “100%” claims might be turning customers away. New research suggests that claiming a product is “100%,” like “100% pure,” or “100% reliable” can backfire and decrease purchase intent by 7.5%.

For example, a juice was viewed 7.5% less favorably when it claimed to be “100% juice” versus “99% juice.”

Why It Happens

The researchers say when consumers see product information that makes these kinds of claims, it makes them suspicious of the product and its benefits. This leads to a negative reaction, causing us to judge the product more harshly and be less likely to buy it.

When It Works

That said, “100%” claims can be effective if they provide specific, relevant, and useful information. For instance, stating “100% organic juice” or “100% cotton” highlights important details that matter to consumers.

This research comes from a study published in Psychology & Marketing called “The effects of pseudo-relevant “100%” claims.”

Canva Goes From Creative to Costly

If you rely on Canva for marketing, brace yourself — prices are about to soar. Starting next year, customers using Canva Teams, a subscription that supports multiple users, can expect prices to skyrocket to more than 300%, thanks to the company’s rollout of generative AI features. 

Impact on U.S. Customers

In the U.S., some users have reported their annual subscription rising from $120 per year for up to five users, to a staggering $500. Canva is offering a 40% discount for the first year, bringing the price down to $300 — still a significant increase.

Changes to Existing Subscription Plans

This change also affects users who were locked into lower rates that Canva no longer offers. In April, the company quietly changed its offering for new Teams subscribers to $10 per month for each user and set a minimum of three users. Now Canva says existing users will also be moved to this structure.

User Backlash

Many are frustrated by the increase, with some threatening to cancel their subscriptions and switch to alternatives like Adobe.

How GA4’s New Tool Can Boost Your Site’s Performance

Google Analytics appears to have dropped a new update that lets you compare your site’s performance with others in your industry, letting you see how your site stacks up.

GA4 has started rolling out a benchmarking feature similar to what was available in Universal Analytics.

How To Access the Feature

You can find this feature by enabling “Modeling contributions & business insights” in Admin Settings, under Account Details. The option, however, may not be available to all users right away.

Microsoft’s September 2024 Updates

Microsoft also has some new updates to kick off September.

Enhanced Audience Ads

First, the company is introducing updates to audience ads. These ads appear in placements across the web and in mobile apps. It’s not entirely clear what they’re updating, though, their p.r. speak seemed to suggest that the machine learning behind targeting has gotten smarter.

New Performance Features

Later this month, the company will expand performance features for display and video ads, including:

New bidding strategies

Targeting options

Enhanced conversion tracking

Customizable Ad Elements

The Microsoft Ad Platform now lets you add business logos and customizable calls to action to native ads. Advertisers can either use automated calls to action or select from a pre-defined list, including options imported from Google.

You can start adding these assets to your campaigns now and they will become eligible to serve starting on September 30th.

Enhanced Verification

Advertisers can now use IAS verification for viewability, invalid traffic, and brand safety and suitability on native, display, and video ads with any bid strategy.

Connected TV Features

Microsoft is also making Connected TV accessible to more businesses. These updates include support for longer 45 and 75-second video ads and AI-powered asset recommendations to streamline the creation of TV-ready content.

O&O Packages for Digital Buyers

The company also launched three new O&O advertising packages for digital buyers that focus on:

Seasonal Spending

Product launches

Cross-screen gaming

Performance Max Updates

Microsoft has also made updates to Performance Max. As of last week, PMAX campaigns imported through Google Import will now be directly converted to PMAX campaigns on Microsoft Advertising, rather than Smart Shopping or DSA campaigns.

A new search term insights report is also rolling out for all campaign types in the next few weeks.

Finally, Search themes are available for pilot in Performance Max. These are words or phrases associated within a campaign to help Microsoft Advertising optimize it during the learning period.

Instagram Adds Replies to Broadcast Channels

Instagram has added an update pushing more users to slip into your brand’s DMs.

Some Broadcast Channel creators can now enable replies in their channels, letting subscribers share their thoughts directly with the channel.

Previously, these channels were one-way, used by brands for updates. The main broadcast channel will, however, remain a one-way stream for updates from the channel admin. Replies will appear in a separate thread, making it more of a discussion area for consumers than a typical group chat.

Google Trends Email Alerts to End

Google Trends launched its email subscription service in 2014. Now, it's shutting it down.

Service Ends October 29

The company says it is discontinuing its email alerts. This was how many marketers stayed up to date on trending topics in Google.

The company sent an email to subscribers saying trend notifications will stop on October 29.

Alternative Options

Google suggests using RSS feed subscriptions or signing up for its daily homepage newsletter instead. Those are options, but neither is as detailed as the email alerts were.

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