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 Ways to Enhance Your Digital Marketing via Cross-Channel Insights
By Josh McCoy | Apr 20, 2021
Digital campaign strategies that take a fresh look at cross-channel insights might be just what you need to break through a plateau and better serve your audience. It’s one way that cross-channel insights can drive real gains. Josh McCoy demonstrates how understanding user intent and preference in one platform can help you better target a like or similar audience in another for the following:
- Paid Search & SEO
- Google My Business & Paid Search/Social
- Polling & Content Marketing
- Email & Organic/Paid Social
Microsoft Announces Private Search, New Ad Units, Paid & Organic Social Integrations & More
By Amy Bishop | Apr 21, 2021
Microsoft unveiled several new features and technologies at Microsoft Advertising Elevate. In addition to new ad units, the announcement included new tools and technologies that are noteworthy even for businesses that aren’t currently advertising with Microsoft, such as private search technology and an upcoming small business hub with paid and organic social integrations. Here are the highlights:
- Private Search For Microsoft Bing API
- New Price Comparison Beta
- New Video Extension Beta
- New Ad Units for Property Promotion and Tours & Activities
- New Audience Network Features: Facebook Import, Video Ads, & Geographic Expansion
- Expanding Auto-Bidding Options
- Coming Soon: Unified Smart – an SMB Hub for Multi-Channel Campaigns & Social Media Management
- Expanding into New Geographies
5 Ways to Personalize the Ecommerce Customer Journey for Better Returns
By Sunny Dhami | Apr 22, 2021
If you want to improve your customers’ experience, cultivate a connection with them, and ultimately boost sales and retention, personalizing your buyers’ journey is essential in your e-commerce strategy. Sunny Dhami reviews ways to turn your buyers’ journey into an experience they’ll want to repeat, including:
- Create personalized homepages
- Display recently viewed items
- Cater to location
- Develop campaigns based on user behavior
- Personalize your emails
- Make recommendations
7 Ways to Influence Buyer Decisions with Marketing Psychology
By Chintan Zalani | Apr 24, 2021
It is essential to be aware of how consumers make purchasing decisions so that you can predict, understand, and leverage their behaviors in your favor. You don’t want to malign your prospects and customers. However, there are some ways to influence their actions—actions they will be glad they took. Chintan Zalani explores these psychological principles you can leverage in your marketing and influence the buying decisions of your prospects:
- Social proof
- Anchoring
- Reciprocity
- Commitment and consistency
- Mere exposure effect
- Paradox of choice
- Pygmalion effect
5 Ways To Lower Your Facebook Ads CPC
By Akash Tripathi | Apr 26, 2021
You can lower your Facebook CPC by optimizing correctly. This will lead to increased profits. Akash Tripathi reviews these five best practices you can follow:
- Increase focus on CTR
- Gain Knowledge About Relevant Score
- Audience overlap needs to be restricted
- Conversion Tracking and retargeting is crucial
- Targeting Specific Audience through Campaigns
Facebook Ads Lead Generation Strategy: Developing a System That Works
By Emily Hirsh | Apr 27, 2021
Following a cookie-cutter template will not get you results with your lead generation strategy. The ideal customer and product should be the driving force behind your business’ custom strategy. To set up your audience to become buyers, you need to create the right lead generation experience. To develop a custom strategy that’s unique to your business, Emily Hirsh recommends:
- Build a Lead Generation System Around Your Unique Customer Experience
- Determine How Many Steps to Build Into the Nurturing Phase
- Create Warm Audiences to Target With Facebook Ads
- Create a Video Engagement Custom Audience
- Create a Website Custom Audience
The Key Trends in Digital Marketing in Q1 2021
By Melissa Reilly | Apr 27, 2021
Several factors contributed to positive growth in digital ads over the first quarter of the year: an unusual holiday season, accelerated vaccine distribution, two stimulus checks, and the prospect of traveling again. Here are the highlights from Merkle’s Q1 2021 Digital Marketing Report:
- Google paid search Y/Y growth accelerated in Q1
- Growth on Amazon’s Sponsored Brand ads
- Organic search visits on Google were up 18% Y/Y
- Investment across Facebook and Instagram continues to grow
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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