Welcome to Cultivative’s weekly roundup for all things PPC from around the web—everything you need to know right now about PPC!
At Cultivative, we’re all about making your life easier. We’ve gathered the top PPC news and innovations from around the web and getting it into your hands. Check out what we found this past week.
Make every marketing dollar count with attribution and lift measurement
By John Chen | Oct 12, 2020
Google has recently announced improvements to Attribution in Google Ads, including coverage for YouTube ads and a significant expansion in data-driven attribution availability. YouTube attribution reports (in beta) have been added to help you better understand the role video plays in your customer’s path to purchase. Data-driven attribution (DDA) is now available to more advertisers, using machine learning to determine how much credit to assign to each ad interaction along the consumer journey. Conversion Lift is now available in beta as well.
Introducing the new Google Analytics
By Vidhya Srinivasan | Oct 14, 2020
Google has announced a new Google Analytics, featuring machine learning at its core to automatically surface helpful insights and give you a complete understanding of your customers across devices and platforms. Vidhya Srinivasan describes the improved platform by stating, “It’s privacy-centric by design, so you can rely on Analytics even as industry changes like restrictions on cookies and identifiers create gaps in your data. The new Google Analytics will give you the essential insights you need to be ready for what’s next.”
Does Sponsored Content Work on Social Media? What the Numbers Say
By Alex Rynne | Oct 15, 2020
Alex Rynne reviews the power of Sponsored advertisements on LinkedIn for their native quality. The ability to blend into the feeds of engaged decision-makers make them more impactful and effective. She provides attractive statistics to back up her argument, including “More than half of business, entertainment, and news audiences reported in-feed sponsored content as increasing favorable impressions of the brand.”
4 Easy Strategies for More Effective Holiday YouTube Ads
By Joe Martinez | Oct 20, 2020
Is YouTube part of your 2020 holiday paid media mix? It’s not too late to consider adding with Joe Martinez’s easy to implement strategies for more effective holiday ads on YouTube. Watch times on the platform have exploded over the past year due to the pandemic, meaning your ads are sure to get exposure. Martinez’s strategies include:
- Shopping campaigns
- Sitelink extensions
- Call-to-action extensions
- Lead form ads
14 PPC Experts Tell Us How to Win 2020 Holiday Shopping & e-Commerce
By Ashwin Balakrishnan | Oct 20, 2020
The holiday season is here and is the busiest time of year for search marketers. Optmyzer spoke to 14 PPC experts to find out what advice they have for fellow search marketers to crush holiday sales and win big at e-commerce in Q4 2020. Here are their top tips:
1. Pick a campaign structure to help you win
2. Optimize your data feed
3. Don’t break or lose trust
4. Optimize for profitability
5. Be ambitious, open, and realistic
6. Keep an eye on creative
7. Look for stability
8. Expect more of the unexpected
9. Deseasonalize demand
10. Look beyond just ads
11. Go beyond on the customer experience
12. Get the fundamentals right
13. Be ready for greater competition
14. Be realistic, transparent, and patient
An Intro to Amazon Sponsored Display Ad Campaigns
By Urvi Dhanesha | Oct 21, 2020
Urvi Dhanesha discusses the importance and potential that Amazon Sponsored Display Ads hold for advertisers. She explains, “This new Campaign type lets you create full funnel self serving ads on and off Amazon to target specific audiences. It is a quick and easily manageable remarketing practice that lets you choose from various targeting options.” In her post, she walks through how to simplify the Campaign structure with available targeting methods.
Go Beyond Bid Management: 4 Common Problems & How to Solve Them
By Madhurima Gupta | Oct 21, 2020
“While it’s right to focus on optimizations for setting the bids correctly, marketers should not forget other areas that need their attention as well,” explains Madhurima Gupta. Here are four common areas PPC marketers run into problems, and Gupta provides solutions to in this post:
1. Spread out your budget throughout the day.
2. Don’t overspend your daily budget.
3. Analyze the lost impression share.
4. Go granular – manage bids for each keyword.
Black Friday Isn’t Dead. Here’s How to Win More Online Sales in 2020
By Luke Bailey | Oct 22, 2020
This year for e-commerce and DTC brands, Black Friday and Cyber Monday 2020 are poised to be bigger and more competitive than ever before. A major opportunity for small and medium-sized businesses presents itself this holiday season for those businesses that are already set up to sell online. Luke Bailey offers these tips from the leading e-commerce experts to develop your game plan and boost your online sales:
1. Set Up Clear Communication on Deals
2. Use Dollars Off, Not Percentages
3. Offer Free Gifts or Bundles
4. Make a Personal Connection with Customers
5. Don’t Overextend Your Offers
6. Create a Unique Campaign Message
7. Launch an Exclusive or Timed Product
8. Create Focus on the Deal
We hope you learned something new you can apply to your PPC business strategy. Let us know in the comments below what you want to start implementing. As always, we are happy to be a resource for your paid advertising needs. If you have any questions, feel free to contact us.