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.
Quora Ads: How to Forecast Results and Budget
By JD Prater | Feb 18, 2019
JD Prater presents three easy steps you can follow to reduce the risk when pitching Quora Ads and get the data needed to forecast results for your boss or client. Switching advertising platforms is a risk, but so is not diversifying. Learn how to estimate impression volume and cost, combine Quora ads estimates with post-click metrics, and set up your pixel and upload email list.
How to Generate a New Source of Traffic Using Bing PPC
By Chandal Nolasco Da Silva | Feb 19, 2019
If your PPC strategy doesn’t include Bing PPC, you may be missing out on billions of searches every month. Chandal Nolasco Da Silva states that “In fact, Microsoft says Bing now holds a 33% share of the American search engine market. That’s about 5 billion searches monthly just in the US (which is growing).”A few reasons to consider Bing PPC: access to the Bing network, targeting Gen X, and a large demographic of mobile users.
Facebook Ads Daily vs. Lifetime Budgets: Pros & Cons
By Michelle Morgan | Feb 19, 2019
Facebook Ads budgets come in two flavors, daily and lifetime. You may not always know when to use which. Michelle Morgan runs through the benefits and drawbacks to each. She recommends using daily budgets for when your campaign will be evergreen, you want to maximize strong performance, and you expect to change your budget regularly. She finds lifetime budget works well when you need to run your ads on a schedule and your campaign has a set budget and end date.
App campaigns make their landing: introducing a simpler name for Google’s app ad solution
By Sissie Hsiao | Feb 20, 2019
Google announced that they have simplified the name of “Universal App campaigns” to “App campaigns.” The name change will not affect campaign features or functionality, and there’s no action required for existing app promotion customers.
Using AMP to make display ads safer, faster and better for users
By Vamsee Jasti | Feb 20, 2019
Google also announced that they have expanded serving AMPHTML ads not only to AMP pages but also to regular web pages. Performance enhancements should translate to higher ROI, publisher and advertiser revenues, and overall customer user experience. They also outline how to get started with AMPHTML ads for advertisers.
How to Utilize Search Terms in PPC for Your SEO Strategy
By Jason Parks | Feb 21, 2019
Are you using your PPC data to bolster your SEO? Jason Parks explains why the two sets of data go hand in hand for you or your client’s business. He suggests doing the following:
- Analyze your search terms report with Google Ads
- Find queries within your search terms report that drives conversions
- Find search terms that the business owner or marketer deems relevant (even if they don’t drive conversions)
- Implement search terms on your website on relevant pages
Facebook Messenger Marketing and Chatbots: What Every PPC Marketer Needs to Know Right Now
By Larry Kim | Feb 22, 2019
Larry Kim shares why he thinks every PPC professional should be using FB Messenger and chatbots in their strategy. He states that FB Messenger marketing open rates are 80% and converts 3-5x higher than desktop ads. With organic reach nearly dead, he’s finding that FB Messenger marketing and chatbots are a great option in Facebook right now. He also walks you through how to set up a chatbot on Facebook.
How to Optimize Shopping Actions with Google Express
By Elizabeth Marsten | Feb 22, 2019
Google Express uses the Shopping Actions technology to fuel the marketplace experience for a single cart checkout and order management. Elizabeth Marsten shows you how to optimize Shopping Actions within Google Express to increase your revenues. She covers:
1. Product/Catalog Data
2. Google Manufacturer Center
3. Google Merchant Promotions
4. Unique Pricing
5. Using Shopping Actions for Remarketing in Google Ads
6. Seller Ratings
7. Shopping Actions Insights
Tools to build a better mobile experience
By Jerry Dischler | Feb 25, 2019
Google has announced two new tools to help advertisers offer a better user experience. The first tool is the new Test My Site, where businesses have a single destination to measure, benchmark and take action on mobile site speed. The second being RCS Business Messaging, where businesses can deliver fast, branded, interactive experiences right to a mobile phone’s default messaging app.
Google Expands Call-Only Ads With More Text
By Matt Southern | Feb 25, 2019
You will now be able to add up to two 30-character headlines and more text in the description on Google Call-only ads. Description lines are expanding from 80 characters to 90.
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.