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.
A Complete Guide To Mastering B2B Programmatic Advertising
By Alex Macura | Jun 24, 2022 | Search Engine Journal
The use of programmatic marketing has become a fundamental part of omnichannel marketing strategies. Marketers have abundant opportunities to engage their target audiences with programmatic because of the evolution of technology. To help you understand what programmatic marketing is and what it looks like today, Alex Macura dives into:
- What Is Programmatic Advertising?
- How Does It Work?
- How Is Programmatic Advertising Different From Google Display?
- How Does Programmatic Benefit B2B Marketing?
- How To Get Started With Programmatic Ads
- How To Get Premium B2B Results With Programmatic
UA vs GA4: A Complete Tour of Google Analytics 4
By Brie Anderson | Jun 25, 2022 | WordStream
It’s here and ready to go: Google Analytics 4 (GA4). Universal Analytics (UA) will no longer collect data as of July 2023; at that time, your only option will be to switch to GA4. Brie Anderson covers:
- History of Google Analytics
- UA vs GA4: Privacy & data collection
- UA vs GA4: Reports
- New features in GA4
Four Ways to Build Personalization in Your Commerce Program
By Ariel Mordetsky | Jun 27, 2022 | Merkle
“While companies continue to win with customer experience, not every platform or piece of technology is created equal when it comes to meeting consumers in the context of their commerce journey,” writes Ariel Mordetsky. The result is disconnected shopping journeys and bad CX. He covers a few ways to add personalization into your commerce program to drastically improve the experience, including:
- Turn unknown shoppers into known customers
- Unify disparate commerce environments
- Unlock bespoke cross-sell and upsell opportunities
- Extend customer journeys into value-based experiences
5 Predictions for the 2022 Holiday Shopping Season
By Armando Roggio | Jun 27, 2022 | Practical Ecommerce
The 2022 Christmas shopping season is nearing, and marketers are preparing now. The current downward economic trends could prompt e-commerce owners and managers to plan early. Armando Roggio makes these five predictions about the coming holiday shopping season and how it could impact retail and e-commerce:
- U.S. Retail Sales Will Grow Less Than Inflation
- Inflation Tops 6% Worldwide by Christmas
- Marketplace Sales Will Rise
- Holiday Purchases Will Come Early
- Mobile Commerce Will Grow 20%
Amazon Ads Inflation: The 4 Types of Marketers Driving Up Costs
By Skai™ | Jun 28, 2022 | Skai
“Some industry reports about Amazon Ads show that CPCs are rising quickly, as much as 50% year over year. Even more challenging, these price increases negatively impact Amazon advertisers’ most watched metric, advertising cost of sales (ACoS), which is the percentage of Amazon revenue spent on advertising. In 2020, the average ACoS was 22%. It rose to 25% at the beginning of 2021 and 30% by mid-year,” writes Skai™. As a channel grows, more competition drives up auction prices. Here are the top four types of marketers driving up costs on Amazon:
- Late Adopters
- Amazon Aggregators
- Startups and D2C Brands
- Non-Endemics
5 ways to get PPC and SEO working together
By Navah Hopkins | Jun 29, 2022 | Search Engine Land
In many cases, the friction between SEO and PPC occurs because they use different sources of truth for each channel and build silos of communication between teams. The main core areas of friction usually occur with reporting, landing pages, and budget. Navah Hopkins addresses ways to get your PPC and SEO teams collaborating, including:
- Collaborate on first-party data readiness
- Acknowledge and adapt based on domain structure choices
- Bring transactional intent & CRO to all pages
- Use search query reports to inform campaigns
- Build in time to talk to each other
The Top 4 Paid Marketing Channels (+12 Tips to Use Them Right)
By Navah Hopkins | Jun 29, 2022 | WordStream
“All ad networks represent potential value for brands. Where they can fall short is if they are asked to do a job they’re not predisposed to do or behave the way other ad networks behave. Understanding the rules of engagement for each ad network can help you to assign them the right jobs, and more importantly, achieve the highest ROI,” writes Navah Hopkins. To help you understand each ad platform, Hopkins covers:
- Paid search: The Salesman
- Display: The Audience Builder
- Video: The Need Educator
- Paid social: The Impulse Enabler
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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