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 Retargeting Strategy: Creative Applications
By Michael Stelzner | Apr 29, 2021
Even though Google and Apple recently made privacy changes, you can still use Facebook to stay in front of the people you spend time and money attracting without a pixel. Facebook lets you retarget people who’ve visited your Facebook page, engaged with your content, or visited or RSVPed to your Facebook event page. Likewise, you can retarget actions people take on ads, such as interacting with a lead form ad or having a list with customer names, emails, and phone numbers. Here are some creative ways to retarget these audiences on Facebook and Instagram:
- Retarget Facebook Event Page Audiences
- Retarget Customers on Facebook via Your Email List
- Retarget Instagram Profile Visitors
- Design a Facebook Retargeting Strategy That Works for Your Business
6 Mistakes in Call Tracking That Are Harming Your PPC Campaigns
By Victorio Duran III | Apr 29, 2021
Call tracking allows you to determine how many phone calls you’re receiving due to your PPC advertising to optimize to drive more calls and more campaign success. Victorio Duran uncovers these six common mistakes that will harm your PPC campaign so you can avoid them (with solutions):
- Not using Dynamic Call Tracking
- Not having an omnichannel approach
- Not scoring leads
- Not calculating the expected revenue per call
- Not optimizing keywords
- Not recording calls
The 6 Most Important PPC KPIs You Should Be Tracking
By Amy Bishop | May 3, 2021
PPC advertisers have so much data at their fingertips. Sometimes, though, it can seem like paralysis by analysis if you don’t stay focused on the right metrics — or worse, if you focus too much on the wrong metrics. The KPIs listed below support some of the most common marketing goals (but the most important metric that you track should be the one that aligns with your campaign’s end goal):
- Measuring Sales Lift
- Revenue
- Return on Ad Spend (ROAS)
- Profit & Return on Investment (ROI)
- Higher Funnel Engagement & Audience Performance
- Campaign Health Metrics
How to Use Facebook Ads and Organic Content to Build Awareness
By Emily Hirsh | May 3, 2021
Make your existing content more reachable by utilizing brand awareness ads on Facebook to get in front of new audiences. Then once your ads are up and running, you’ll start building specific audiences you can retarget at any step in your marketing strategy. To build brand awareness with organic content and Facebook ads, Emily Hirsh recommends:
- Decide What Brand Awareness Content to Promote
- Define the Audience You Want to Target
- Set Up Your Brand Awareness Campaign in Facebook Ads Manager
Microsoft Rolls Out Customer Match, Updates to Match Types, New Text Ad Formats & More
By Amy Bishop | May 4, 2021
Microsoft announced another round of feature rollouts for advertisers, including changes to match types, ad formats, product rollouts, and more. These updates follow two rounds of big announcements in early April and late April. Here’s what advertisers need to know:
- Changes to Phrase Match & Broad Match Modifier
- New Two-Line Desktop Search Ad Format
- Customer Match Now Broadly Available
- Dynamics 365 & Microsoft Ads Integration
- Smart Goals Roll Out
- Updated Conversion Setup Process
- Migrating DSA Campaigns to Mixed Campaigns
- Shopping Campaigns and Extensions Available in New Markets
Microsoft Advertising & Dynamics 365 Customer Insights: New integration
By Ankit Kapoor | May 4, 2021
“Advertisers can now bring their customer segments from Dynamics 365 Customer Insights into the Microsoft Advertising platform to target on the Microsoft Search Network and Microsoft Audience Network using Customer Match targeting,” writes Ankit Kapoor. Customer Match targeting is now generally available to all advertisers (except for the EU, UK, and China). Advertisers who use Dynamics 365 Customer Insights can use this integration for:
- Access to rich, unified first-party data
- Easy to manage customer segments
- Efficient scaling across ad platforms
Microsoft Advertising to treat phrase match the same way Google Ads does
By George Nguyen | May 4, 2021
Microsoft Advertising will expand phrase match to include broad match modifier traffic to simplify keywords and improve your relevancy when reaching customers, starting in mid-May. This new treatment for phrase match will bring the platform in line with Google Ads’ updated phrase match.
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.
Get your weekly dose of PPC industry news delivered right to your inbox! Subscribe to our newsletter HERE.
English