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.
What Do the Big Tech Layoffs Mean for Small Businesses & PPC? 8 Key Takeaways
By Kristen McCormick | Feb 2, 2023 | WordStream
Kristen McCormick writes, “Mass layoffs of any kind are unsettling no matter how applicable they are to you, but as a small business owner or marketer, you may have some concerns. Yes, this is “Big” Tech, but does this or will this have any implications for small businesses? Many of these companies are also ad platforms, so will this have any impact on PPC?” To help answer these questions and more, McCormick covers:
- What’s happening in Big Tech?
- Why are all these layoffs happening?
- What does it mean for online advertising and small businesses?
2023 Facebook Algorithm Guide: Overview & Best Practices
By Shannon Mullery | Feb 2, 2023 | Tinuiti
To get content in front of a relevant user, marketers need to make the Facebook algorithm work in their favor. There are plenty of guidelines and common-sense tips that can help ensure your content gets prioritized and seen. Shannon Mullery discusses:
- What is the Facebook Algorithm?
- A Recent History of the Facebook Algorithm
- How the Facebook Algorithm Works in 2023
- 10 Best Practices for Working with Facebook’s Algorithm
10 Expert Tips to Create a High-Converting Video Landing Page for Your PPC Campaign
By Torrey Tayenaka | Feb 2, 2023 | Optmyzr
Consider your landing page carefully, as it can make all the difference between a conversion and a bounce. Torrey Tayenaka discusses the use of video on your landing pages to significantly improve your PPC campaigns’ conversion rate. Some benefits of adding video to your landing page include improved engagement, informative content, simplifying complex concepts, building a positive brand image, and creating an emotional connection. Tayenaka shares these tips to create high-converting pages:
- Use a Script
- Keep the Video Above the Fold
- Showcase the Product in Action
- Optimize for Search
- Keep It Short and Simple
- Use Custom Thumbnails
- Avoid Autoplay
- Make It Informative
- Capture Attention in the First Few Seconds
- Focus on the unique value proposition
How Your Agency Must Be a Great Partner During a Recession
By Laura Colton | Feb 6, 2023 | 3Q/DEPT
“As marketers adapt to tighter budgets and doing more with less, agencies with a broad array of capabilities across creative, media, and production allow access to more services within one engagement and fully integrated teams for increased collaboration and higher performance. Working with an agency that provides solutions and services to a wide range of industries can also bring a new and unique perspective. Brands that are agile, proactive, and willing to pivot are the ones that will endure and are in the best position for growth,” writes Laura Colton. Colton outlines the benefits agencies can offer that are most important during an economic downturn to stay ahead and emerge stronger than ever, including:
- Invest in a Culture of Innovation
- Don’t Lose Sight of Your Brand
- Take Advantage of the Data
- Retain Loyal Customers
- Embrace a Wide Range of Capabilities
Microsoft Ads in 2023: Key areas to leverage, test and optimize
By Laura Schiele | Feb 7, 2023 | Search Engine Land
There are compelling opportunities you can seize to stay ahead of the PPC game as Microsoft aims to compete more aggressively in the ad space. Laura Schiele takes a look at Microsoft Ads in relation to Google – including advantages, disadvantages, and opportunities for the platform to make some gains in market share. Schiele covers:
- What advantages does Microsoft search offer over Google for PPC experts right now?
- What disadvantages persist for Microsoft Advertising?
- When (and why) should advertisers consider investing and testing more on Microsoft Advertising?
- Where should Microsoft focus on improving to compete with Google?
- Don’t overlook Microsoft Ads
Facebook vs TikTok Ads: Key Differences & How to Use Them Together
By Jordan Bucknell | Feb 7, 2023 | WordStream
There are two juggernauts in the world of social media marketing: Facebook and TikTok. If you’re thinking about including Facebook and TikTok in your paid social plans, then you need to understand the key differences between these platforms and how to effectively use both networks together. Jordan Bucknell covers:
- Facebook ads 101
- Tiktok ads 101
- Facebook vs TikTok ads compared
- Tips on using Facebook and TikTok ads together
Maximizing reach and engagement: A guide to the top video game ad platforms for brands
By Nicole Farley | Feb 8, 2023 | Search Engine Land
“Whatever your brand is, there’s a platform to promote it. Learning who your ideal target audience is, where they’re spending their time, what they’re playing, and your budget are good determining factors in deciding which gaming platforms are right for you,” writes Nicole Farley. Farley details several options of the most popular game platforms to get you started, including:
- Apple Arcade
- Google Play
- Snap Games
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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