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.
How To Tidy Up Your PPC Accounts
By Kristin Palmer | Feb 4, 2019
Kristin Palmer applies methodologies taken from the popular Netflix show “Tidying Up With Marie Kondo” to cleaning up your PPC accounts. There are some key advantages to having tidy accounts: you’ll impress your clients with the thoughtfulness devoted to their accounts, anyone can jump in and take over if you’re on vacation, and you’ll enjoy jumping in for performance tasks when everything is organized.
4 Ways to Use Excel Macros in PPC to Save Time
By Andrea Taylor | Feb 5, 2019
Setting up and using Excel macros can save you time and help ensure accuracy with your PPC campaigns. Andrea Taylor first walks you through how to set up a macro in Excel, and then shares four ways to use them in your campaigns:
1. Search Query Analysis & Negative Identification Filters
2. Campaign Builds for Google Ads Editor
3. Tracking Template Edits
4. Adjusting Google Ads Data for Upload into Bing Ads Editor
Paid Search Competitor Strategy – A Negative Keyword Twist
By Diane Chelius | Feb 6, 2019
Competitor campaigns run the risk of lower quality scores and conversions due to brand loyalty. Deane Chelius showcases an example of a client where they used lots of negative keywords in their competitor campaign. She suggests, “Look at your search query reports and see if you are already picking up competitor traffic with different match type keywords and how much you are already spending on competitor traffic. Pull an auction insights report and compare which competitors are showing up with our ads to see who is also bidding our your terms. With a separate budget and negative keywords sprinkled throughout your other campaigns, you can test to see if an ongoing competitor campaign is a right fit for you.”
Pixel problems: Troubleshooting your paid media tracking implementation
By Simon Poulton | Feb 6, 2019
Simon Poulton shares his top tips for troubleshooting tracking for GoogleAds and BingAds. You should start by checking your tag management by performing a simple crawl on your website to ensure that your tag container appears on every page of your website. Next, you should check your trigger actions and conversion IDs are appropriately labeled. This will help you identify if no conversions are tracking, no dynamic data is being recorded, or if too many conversions are being recorded.
7 Reasons Google Ads and Facebook Ads Make the Perfect Pair
By Gordon Donnelly | Feb 6, 2019
Using Facebook and Google together as a strategy will allow you to achieve full force and effectiveness in your marketing. Gordon Donnelly highlights 7 key reasons the two platforms work together to give you a tight funnel for maximum results:
- Maximize reach & brand awareness
- Leverage audiences to engage prospects of all intent types
- Slide prospects smoothly through your funnel
- Generate leads in quantity and quality
- Align Your Brand
- Adapt your strategy with insights
- Reach your advertising goals & KPIs
The #1 Way to Take Your PPC Strategy from Average to Expert
By Anh Dang | Feb 8, 2019
If you focus on the human behavior aspect to why people buy, you can nail down a perfect offer. B2B sales funnels are longer and should have more top of funnel material for encouraging a purchase across multiple layers of approval channels. B2C offers should be more direct and appeal to an emotional side for effectiveness. It comes down to really knowing your audience and paying attention to what happens after the click!
Google Ads is Bringing Click Share to Search Campaigns
By Matt Southern | Feb 11, 2019
Google Ads will be rolling out click share for search campaigns at the campaign, ad group, and keyword levels for search campaigns. Click share is the estimated share (determined by Google) of all achievable clicks that a campaign has received. Google Ads’ estimation of the number of clicks an ad could have received is based on whether an ad had more extensions, higher bids, or higher budgets.
3 Recent PPC Features to Leverage for This Year
By Dave Davies | Feb 11, 2019
Everyone involved in the world of PPC is familiar with the volume of changes the industry throws at them continually. Dave Davies shares what his top 3 recent, new-ish features and how he uses them. They include:
1. Responsive Ads
2. Bing Ads Scheduled Imports
3. Google Optimize Personalization
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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