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.
Facebook Traffic Ads: 5 Ways to Get More Visitors at Lower Costs
By R.J. Weiss | Mar 4, 2021
R.J. Weiss states that his Facebook Traffic Ads strategies bring high-quality traffic at an average cost per visitor of $0.05 as of January 2021. His approach is to both increase top-of-funnel awareness and monetize traffic via affiliate offers. Here are his five best practices for driving traffic at a very affordable cost while making sure that the people visiting your site are of high quality:
- Make the content good (really good)
- Nudge people to share
- Create content with mass appeal
- Test different campaign objectives
- Create content solely for lookalike audiences
How to Get Started with National & Global Google Ads Campaigns
By Navah Hopkins | Mar 8, 2021
Research and adaptation are needed when launching Google Ads in new markets, especially if multiple sites are involved. Navah Hopkins helps ensure your overall strategy is on point. Rather than launching in all markets simultaneously, use the ramp-up period to do the leg work for an upcoming geo. This way, you can invest at least 2-4 weeks your new campaign deserves. Hopkins recommends that your legwork includes:
- Keyword research to account for different search patterns and trends
- Creative adaptations for ads and landing pages
- Legal and compliance considerations per geo
Customer Lifetime Value: How to Calculate LTV for Facebook and Instagram
By Maurice Rahmey | Mar 8, 2021
By understanding your Lifetime Value (LTV), you accurately assess the long-term ROI of your campaigns. A vital part of Facebook and Instagram ad campaign management should be calculating your LTV. You can also use it to help you and your business attract the right high-value audiences while also calculating ROI and figuring out how much you can afford to spend on cost per action. Maurice Rahmey reviews:
- How to Reveal Customer LTV With Facebook Analytics
- How to Calculate Customer LTV Manually
- How to Establish LTV via Online Calculators
- How to Compare Your LTV to the Benchmark Ratio
Global Ad Blocker Trends: Who Uses Them & Why
By Amy Bishop | Mar 8, 2021
About 27% of internet users utilize ad blockers, meaning advertisers miss out on roughly a quarter of the audiences they might have reached otherwise. The highest usage tends to be in the 18-to-24-year-old age range, while use decreases for people less than 12 or 65 and older, while being split male-female. Europe, Asia, and North America (in that order) have the highest ad blocker search volume per capita. The main motivators for users of ad blockers were, in this order:
- Too many ads
- Ads that are annoying or irrelevant
- Ads that are too intrusive
- Concerns that ads contain viruses
- Dislike for personalized ads
Google Is Retiring tCPA and tROAS Bidding Strategies
By Khushboo Aulakh | Mar 10, 2021
Google is retiring Target CPA and Target ROAS bidding strategies, instead layering a tCPA and tROAS threshold with Maximize Conversions and Maximize Conversions Value, respectively. According to Google, this does not mean the end of tCPA and tROAS bidding. This approach is designed to help advertisers lower the risk of diminishing returns, as max conversions and max conversions value get more aggressive in driving revenue and lowering CPAs.
6 Ways to Customize Your Facebook Dynamic Product Ads for Maximum Performance
By Michelle Morgan | Mar 10, 2021
There are several different elements within Facebook Dynamic Product Ads that you can customize, including ad text, prices, frames, image presentation, ad formats, intro cards, and more, to be sure you’re reaching the right users with the right products in the right way. Michelle Morgan shares these six tips to customize your Facebook Dynamic Product Ads:
- Leverage dynamic text from your feed in ad copy
- Customize images with prices/frames
- Utilize slideshows where possible
- Be selective with your products
- Test all ad formats
- Use a curated intro card
Optimizing PPC Automation with the Magic Wheel
By Kirk Williams | Mar 10, 2021
“Sometimes your job as the babysitter may be more hectic than you would have expected as you troubleshoot and guide the machine learning algorithms,” writes Kirk Williams as he describes human-guided automation in PPC. He dives deep into the concept of the “Magic Wheel of Automation” – breaking down the core steps: discuss strategically, develop a plan, build the plan, analyze the data, and repeat endlessly. “Human-guided automation is the future, and this is one way we look at managing it well in a process-oriented manner.”
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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