Happy Friday! It turns out that maintaining the giant farms of servers that keep Google going requires A LOT of water.

On Monday, Google revealed that their data centers used 5.6 BILLION gallons of water in 2022.

That’s a 20% increase from 2021!

This water is mostly for cooling their servers. As Google invests more in AI, this problem might get even worse.

Here’s your full rundown this morning…

• Google Ad Upgrade - Performance Max

• AI Self-Regulation - New Organization Created

• Threads Upgrade - Important New Feature

• Facebook Ad Secrets - 9 Powerful Tips

• Copywriting Vs Content Writing - Know The Difference

Lurn Bytes: Your Daily News Download

Google Wants You To Upgrade To Performance Max - Google wants you to make the jump to automated advertising. They’re encouraging users to upgrade their Dynamic Search and Google Display Ads to Performance Max, which uses AI to optimize Google Ad campaigns. If you run Google Ads, you want to check this out…

New Organization Created To Oversee Safe ‘Frontier AI’ Development - In a groundbreaking move, OpenAI, Microsoft, Google, and Anthropic have united to create the Frontier Model Forum. This industry coalition aims to ensure the 'safe and responsible development' of advanced AI models, which could pose 'severe risks to public safety'. However, as Big Tech aims to self-regulate, critics question if this initiative is a way to pre-empt government regulations and shape the industry rules on their own terms…

Threads Adds “Following” Feed - Amidst Twitter… I mean X’s rebrand confusion and other issues, Meta’s Threads continues to try and seize the opportunity. Threads is rolling out new features aiming to mirror the traditional Twitter experience. They’ve finally added a 'Following' feed, offering users content exclusively from the profiles they follow, providing more control over what's displayed. Will this turn around the shrinking engagement on Threads? Time will tell…

How To Write Great Facebook Ads

Facebook boasts a whopping 2.91 billion monthly active users, making it an advertising goldmine for digital marketers.

With organic reach on Facebook dwindling, leveraging its sophisticated ad platform can help boost your B2B or B2C businesses.

TLDR - 9 Tips To Get More Out Of Facebook Ads

Why are Facebook Ads So Powerful?

Targeting is Facebook's secret sauce. 

Want to reach gardening enthusiasts or individuals who visited your SaaS tool's landing page? No problem! With Facebook's array of targeting options - from custom audiences and locations, to interests and behaviors, to connections, there's a chance to reach your ideal audience effectively.

There are two flavors of Facebook Ads…

Sponsored Posts: These appear directly in the Facebook Newsfeed, making them highly visible as users scroll through their feeds.

Right-Hand Column Ads: Placed in the right column, these smaller ads are often used for retargeting purposes and are always in sight, unlike sponsored posts which can be scrolled past.

Your ads can also appear on the many platforms Facebook’s parent company, Meta, owns.

But wait, isn't advertising all about the visuals? Yes and No. While striking images or videos can attract attention, don't underestimate the power of persuasive copywriting that guides your audience to click through to your website.

9 Top Tips to Write High-Converting Facebook Ads:

1. Use Facebook's targeting to define your audience, then write specifically for them.

2. Write different ads for different people. Cater to individual interests and needs.

3. Align your ad copy with the visual for a coherent message.

4. Stay focused with a single, clear call-to-action.

5. Keep it short and highlight your value proposition straight away.

6. Use simple language that anyone can understand.

7. Be upfront about the numbers (cost, discounts, etc.)

8. Seek external perspective and feedback on your ad copy.

9. Test your ad copy with different versions to see what resonates best.

Don't forget, the goal is sales. Strong copywriting is an essential component of a successful Facebook ad. So, get out there, and let your words do the selling! 💪

Copywriting Vs Content Writing

Let’s talk about the word “Writing.” Whenever I think of writing 2 kinds of writing come to mind: Copywriting or Content Writing.

While the differences can get a little fuzzy, the primary difference is the purpose of the writing.

Content writing is when you write an article, book, course, social media post, video script or anything else meant to deliver TRAINING.

Copywriting is when you write a sales letter, webinar, email or even an article that was written specifically to PERSUADE you buy something.

In a nutshell, the purpose of copywriting is to Convince, influence and Sell. The purpose of Content is to Teach.

Nowadays Copywriting is starting to feel like Content writing as we need to provide value and we need to be upfront with people but there’s still a distinctive difference.

For Copywriting, we focus on the WHAT. In Content Writing, we focus on the HOW.

For example for the WHAT you can tell people what the steps in order to do something are, but you don’t tell them exactly how to do them. You still provided value because you did give away some steps and you did give people a few Aha! moments.

In Content writing, you need to teach EXACTLY how to do things.

In Content Writing, we have 1 loop. 

For example, if you are creating a product to lose weight, you have to teach people every single step and give all the details, which closes the loop.

In Copywriting, you have to have many open loops.

An example of an open loop is a TV show that is very addictive. At the end of every episode, there’s always at least one open loop to keep you wanting more and coming back to watch next week’s episode.

A good Copywriter opens loops early in the presentation but does not close them until the end. You have to tease early on lots of concepts that intrigue people but it’s basically stay tuned to learn more.

In the world of content writing, it is the responsibility of the READER to pay attention to what they are reading.

In the world of Copywriting, it is the copywriter’s responsibility to keep their target’s attention as they are hoping to sell a product.

Every good marketer needs to study Copywriting. By understanding the difference between Copywriting and Content writing, you have the right framework for learning and becoming better at it.

ICYMI - The Biggest Stories You May Have Missed

From Blue Bird to X - Elon Musk unveiled a surprising rebrand for Twitter on Monday, replacing the familiar blue bird with a stylized 'X'. This major rebrand, which Musk had been teasing over the weekend, takes the platform one step closer to his vision of what he calls an 'everything app'. What exactly that means remains to be seen...

Are You Making These Common Instagram Mistakes? - A team from Giraffe Social Media shares nine often-made mistakes on Instagram that could be blocking you from gaining traction. From not using bio fields correctly to poor engagement tactics, fixing these could unlock your Instagram marketing…

TikTok Embraces Text Posts - As Twitter grapples with its controversial rebranding, TikTok rolls out an update to support text posts. Best known for short-form video content, TikTok has since introduced images, and now, written content, to its platform. Looks like one more social media platform is trying to become an “everything app”...

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