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.
3 Tips for Building a Mobile-Friendly Landing Page
By Josh Gallant | Aug 28, 2021
Mobile optimization gives you an excellent opportunity to boost your conversions because studies show that up to 68.1% of global website visits come from mobile platforms. “Mobile tech is a streamlined version of its desktop counterpart, and your mobile landing page should follow the same principle,” explains Josh Gallant. He provides the following tips for optimizing your mobile landing page:
1. Design with less space in mind
2. Choose your words wisely
3. Make speed your top priority
Google to Begin Sharing More Search Term Data With Advertisers
By Amy Bishop | Sep 9, 2021
Google Ads announced that it will begin sharing more search term data with advertisers. This move comes almost exactly one year after the original decision to begin hiding search term data with “insignificant data”, a move that was met with criticism and frustration from advertisers. Google has noted that it has been working toward solutions to help maintain privacy while still sharing data back to advertisers. While advertisers still won’t receive all search term data, Google is working to increase visibility into search term data. Google estimates that advertisers could see 6.5x more search term data, on average.
As part of a focus on improving privacy, Google has decided to remove search term data pre-dating September 1, 2020, when the initial privacy restrictions were rolled out to govern search term reporting, if it does not meet the current thresholds for search term data. Search term data from prior to September 1, 2020 will be available until February 1, 2022; any data from prior to September 1, 2020 that does not meet the current thresholds will be removed at that time.
What should advertisers do? First and foremost, go download your data from prior to September 1, 2020. This way you always have a record of that data. Secondly, go through your search term data from February 1, 2021 until now. Comb through your search terms to review any that you may not have had access to and add keywords and negatives accordingly!
7 Things to Know Before Starting a PPC Agency
By Kirk Williams | Sep 10, 2021
Kirk Williams shares reasons he finds it easier and harder to start a PPC agency or consultancy in 2022. Here are his reasons for why it’s harder than ever:
- The Digital Marketing Space is More Crowded Than Ever
- Companies Are Aggressively In-housing Digital Marketing Services
- The Market Is More Mature & Also More Picky
And this is why it’s easier than ever:
- Online Businesses Are Booming
- People Are More Willing to Hire True Experts
- People Are Less Likely to Hire Based on “Agency Brand Strength” Alone
- Businesses Who Can’t Afford In-House Still Need Help
Privacy’s Impact on Facebook Ad Targeting (+8 Tips to Succeed)
By Michelle Morgan | Sep 13, 2021
“Privacy laws and other considerations have caused Facebook’s targeting options to undergo quite a number of changes— much to Facebook’s dismay. Namely, iOS 14’s feature where users can opt out of app tracking, and Google’s decision to eliminate third-party cookies,” writes Michelle Morgan. To help you more effectively advertise on Facebook, Morgan:
- Goes through the four core Facebook ad targeting options.
- Discusses briefly how they work.
- Explains how they’ll be impacted.
- Gives some tips on how to adapt.
How to Set up Profitable A/B Tests for PPC Success
By Navah Hopkins | Sep 13, 2021
“Split tests (A/B tests) are crucial to long-term PPC success because they help you know which variable is leading to your profit and victory,” explains Navah Hopkins. She reviews how to set them up and get actionable insights, including:
- What Are Split Tests?
- Tips for Structuring Successful A/B Tests.
- How to Evaluate & Act on Tests.
Microsoft Ads Announces Plans to Move to New Feedback Platform
By Amy Bishop | Sep 13, 2021
Microsoft has announced that they’ll be moving to a new feedback platform in October. The goal of the feedback platform is to help Microsoft listen and gather feedback, while pushing feedback to their engineering teams for action.
In Microsoft’s current tool, users can submit ideas, such as feature requests or suggestions and other users can vote on the feedback that they would find useful. The feedback posts also include the current status from the engineering team.
While Microsoft is moving to a new platform, it sounds as if the user experience will be fairly similar for users. The new feedback platform will still allow users to share feedback publicly, receive votes from others, and vote on other feedback that they would like to see implemented. Microsoft’s announcement shared that the new feedback system will allow the team to listen and act on customer feedback in new ways.
8 PPC Best Practices That May Not Be Best for Your Business
By Tim Jensen | Sep 15, 2021
Should advertisers rely entirely on ad platforms, reps, and industry gurus to determine how to build PPC campaigns that convert well? Tim Jensen argues not always. He discusses these eight “best practices” that marketers should avoid blindly applying in their campaigns:
- Relying on Broad Match
- Fully Automated Bidding
- Auto-Accepting Recommendations
- Including a Specific Number of Keywords Per Ad Group
- Using SKAGs
- Including Search Partners
- Combining Search and Display
- Diversifying Into Every Channel
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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