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.
4 Uses for Google Ads’ New Insights Tab
By Matthew Umbro | Jan 4, 2021
The new beta feature, Insights, was introduced by Google late in 2020 to provide advertisers with a sense of trending keywords and audiences. Additionally, advertisers can see changes in performance, missed growth potential, and top searches by clicks, impressions, and cost for week over week, month over month, and year over year. Matthew Umbro suggests advertisers can benefit from Google Ads’ Insights in four ways, including:
- Find new keywords and audiences
- Find popular locations
- Determine exclusions
- Explore and expand
What to Consider When Generating Leads on Facebook
By FACEBOOK for Business | Jan 4, 2021
With Facebook’s billions of users, businesses have plenty of opportunities to generate leads on the platform. Facebook provides best practices for lead generation with lead capture, lead magnets, landing pages, and lead scoring. They also provide additional guidance around writing successful ad copy.
How to Optimize Your Content Strategy for Lead Generation
By Ann Smarty | Jan 4, 2021
Content marketing has evolved over the past decade beyond putting out a blog and promoting it on your social media channels. As Ann Smarty explains, “While content quality is fundamental, your content strategy will fail to have any impact on your company’s bottom line unless it is optimized for capturing and nurturing leads.” To help optimize your content marketing strategy for lead generation, Smarty recommends:
- Optimize for the Customers’ Journeys, not Just Keywords
- Hook up Your Optin Forms to a Customer Relationship Management Platform
- Monitor and Re-Evaluate Your Conversion Funnel
Facebook Ads Trends for 2021 for Better Returns on Ad Spend
By Tara Zirker | Jan 4, 2021
Tara Zirker reveals five trending Facebook and Instagram Ad trends she sees happening as we start the new year. She recommends jumping on these trends to help boost return on ad spend:
- Style Facebook Ads to News Feed Posts
- Relax Your Grammar
- Use Shorter Video Creative
- Use Casual Imagery
- Test Different Facebook Ad Copy Lengths
- Experiment With Emojis and Reels-Like Content in Your Facebook Ads
Five Ways to Compare Websites in Your Next PPC Competitor Analysis
By Kristin Palmer | Jan 5, 2021
You may not be regularly including websites and landing pages as part of your competitor analysis. But you should – if the user experience is deficient, you will lose conversions and sales. Kristin Palmer offers tips on how you should approach and add your competitor’s websites to your PPC competitor analysis, including:
- Compare Visuals
- Compare the Copy
- Compare the CTAs
- Compare the Features
- Compare Page Speed
2021 resolutions: 5 tips for your Google Ads campaigns
By SEISO | Jan 5, 2021
“What if your 2021 resolution was to stop wasting your budget on Google Ads and start improving the profitability of your campaigns?” asks SEISO as they impart their tips for setting resolutions for advertisers this new year. As Google is moving towards automation and as marketers, we need to manage more data and competition, what should our resolutions be for our Google Ads campaigns in 2021? SEISO recommends focusing on:
1. SKAGs: OUT, Intent: IN
2. Declutter your campaign, no more wasted ad spend
3. Double down on your strengths
4. Make it shine (copy and visuals)
5. Spend smarter, not more
5 Ways to Cater to Your “New” Customers of 2021
By Michelle Morgan | Jan 6, 2021
2020 was unprecedented for digital marketing, and the effects will be felt for some time. As we start the new year, we have the opportunity to keep an open mindset to try new things or even try something old again. Michelle Morgan suggests trying these recommendations to keep your customer’s journey front and center this year:
- Customize ads by placement.
- Cater to mobile users.
- Utilize your audiences to customize experiences.
- Leverage multiple platforms.
- Give your customers the information they need.
So, You’re Taking over An Account. What Next?
By Daniel O’Donnell | Jan 6, 2021
Taking over a PPC account from another manager can be frustrating for both the new manager and the client. If you focus on building the relationship and adding value for the client, the process will be much smoother. For a seamless transition, Daniel O’Donnell recommends:
- Research Your Client. Learn Their Business
- Use Your Time. It Is A Gift
- Conduct An Audit
- Putting It All Together: Building and Earning Confidence
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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