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.
How to Get More B2B Traffic and Leads With Content
By Joel Nomdarkham | Nov 11, 2020
Content marketing for B2B marketers extends far beyond what you post on LinkedIn. Joel Nomdarham shares a four-part strategy across multiple platforms to drive traffic and generate leads from your B2B content marketing efforts, including:
#1: Research Customer Needs to Create Relevant B2B Content
#2: Guarantee Visibility for B2B Content via Paid Advertising
#3: Partner With Influential Industry Leaders to Amplify B2B Content
#4: Promote a Lead Generator via Organic and Paid Advertising
The 5 C’s of Ecommerce Marketing
By Armando Roggio | Nov 12, 2020
“Ecommerce businesses — B2B wholesalers, direct-to-consumer brands, omnichannel retailers — may use the 5C framework to identify how to market, how to measure, and to whom, among other things,” writes Armando Roggio as he introduces the concept of the 5 C’s of Ecommerce marketing. He identifies the 5 Cs as: “company,” “collaborators,” “customers,” “competitors,” and “context.” For each C, he explains what each represents and how it might help your business’s marketing.
How to Use Google Ads Keyword Forecast Tool for Predictive Keyword Research
By John Lincoln | Nov 12, 2020
The Google Ads Keyword Forecast Tool can be used to help you figure out how your keywords will perform in optimal settings. John Lincoln discusses how to use the tool to forecast and see keyword trends in Google Ads. The tool allows you to:
- Change your maximum cost per click (CPC) depending on your budget.
- View a chart of your estimated performance.
- See projections for individual keywords.
- View how these estimates change when you adjust your max CPC.
How to Navigate Working with Problem Clients
By Becky Zieber | Nov 13, 2020
Every digital marketer or agency owner knows what it’s like to have that one client that is difficult to work with. You should be able to enjoy doing your best work every day and not dread your inbox! Becky Zieber offers advice on how to navigate working with problem clients, including:
- You Don’t NEED to Work with Problem Clients
- Always Have an Introduction Call
- Provide Value to Set Better Expectations
- Start Short Term
- Offer Them Their Money Back
- Wrap Up
4 valuable lessons 2020 has taught us about ‘futureproofing’
By Justin Gray | Nov 16, 2020
While the pandemic and economic downturn proved fatal for many businesses, some organizations have managed to not only survive but thrive. The difference between the two? The companies who futureproofed their foundations to weather unexpected challenges that came their way. Justin Gray shares these tips to ensure that you can react to any changing market condition successfully:
- Alignment
- Think outside your ROI
- Your data should be the foundation
- We all need specialists who have interdisciplinary skills
Google Ads wants advertisers to give broad match another shot
By Ginny Marvin | Nov 16, 2020
Ginny Marvin reports, “Google is going to start showing new Recommendations for switching to broad match in Google Ads…This is a radical shift anyone who’s been managing paid search campaigns for any length of time, but in this way it’s becoming much more like paid social where we are more accustomed to loosening the reigns and segmenting less to let the algorithms run and learn.” Marvin states that it is worth testing out as this is where Google Ads is headed.
The Ethical Implications Of PPC Advertising & How To Overcome Them
By Jess Kirkbride | Nov 17, 2020
Jess Kirkbride dives into the transparency and ethical implications of PPC advertising in light of the Amazon, Apple, Facebook, and Google antitrust hearing. Is it fair that people can pay to get to the top of search results and is it fair that people can’t distinguish between an ad and organic results? She argues that advertisers should use PPC advertising to provide user-focused content, rather than try to exploit them. Kirkbride asserts that PPC advertisers can remain ethical in today’s climate by being authentic, improving relevancy, and prioritizing customer relationships.
3 Important Considerations for Your PPC Leads
By Adam Proehl | Nov 17, 2020
Are your leads from paid search not converting to sales? Adan Proehl recommends looking into these three points if your lead gen campaigns are not working the way they should:
1. The Type of Lead Conversion Matters – They Are Not Equal
2. Not Understanding the Difference Between ‘Sales Qualified Lead’ Versus ‘Marketing Qualified Lead’
3. Lack of Self-Qualification by the Potential Lead
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.
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