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.
Save time with Google Ads import updates in Bing Ads Editor
By Subha Hari | Mar 19, 2019
Bing Ads Editor has announced improvements that will make importing campaigns from Google Ads easier and more effective. These improvements include:
- Better mapping of campaigns with Google Ads to make imports more reliable.
- Same import and scheduling options as Bing Ads online.
- Direct import of campaigns to the Bing Ads server to save time, so you don’t have to review everything locally.
3 Essential Excel Practices for Formatting
By Jenna Kelly | Mar 19, 2019
Jenna Kelly shares three Excel tips for formatting repetitive tasks that will save you time. She covers if/then logical decision making, substitutes, and how to concatenate to build exact & phrase match keywords.
How to Share Deals & Drive Sales with Facebook Offer Ads
By Akvile DeFazio | Mar 20, 2019
If you haven’t tried Facebook offer ads, Akvile DeFazio shares a guide on how to get started and start implementing. Facebook offer ads show deals to encourage prospects to make a purchase. These customizable, mobile-only ads are excellent for both brick-and-mortar locations and ecommerce brands, as they provide options to claim offers in-store and online. Defazio gives a complete walkthrough on how to create these ads, how to set up your campaign, and how to optimize them for success.
Ad Blockers & PPC: Adjusting to the New Normal
By Chandal Nolasco Da Silva | Mar 20, 2019
Now that Ad Blockers are more prevalent and mainstream, advertisers and publishers are having to meet this challenge. Customizing ads for those visitors who have disabled tracking and are effectively flying under the radar may be the next big challenge. Advertisers can consider following several key practices: customized and contextualized content, pay attention to delivery, and a less is more approach.
What Is Quality Score & Why It Matters
By Frederick Vallaeys | Mar 22, 2019
Quality Score is Google’s measure of how relevant a keyword is on a scale of 1-10 (10 being the highest). The score is a representation of the aggregate relevance of the keyword across the many auctions in which it participates and is meant to be used as a guide. The score helps advertisers gauge how good a job they are doing at choosing the right keywords, writing good ads, and driving users to helpful landing pages. This way, more relevant ads are shown to users every time a search happens. Quality scores are important because they determine which ads are eligible to enter the ad auction, how the eligible ads are ranked, and what actual CPC the advertiser needs to pay. You can improve your Quality score by focusing on expected click-through rate, ad relevance, and landing page experience.
How call tracking is becoming ‘conversational intelligence’
By Greg Sterling | Mar 22, 2019
Greg Sterling makes the argument that call tracking is deployed online as a flexible attribution and lead tracking tool that can be used across media channels. The largest contributor to data analysis is attribution and tracking where leads are coming from. Secondly, call tracking allows you to better understand your customer, content, and sales.
How to Do PPC Keyword Research in 2019
By Amy Hebdon | Mar 22, 2019
Amy Hebdon takes a deep dive into current best practices for keyword research. Google Ads is moving towards dropping keywords altogether and trending towards focusing on user experience and intent. Less weight is being placed on keywords and more on natural language processing advancements. A shift in importance is moving toward personalization, implicit signals, and ad relevance. We’re seeing that fewer keywords trigger ads, fewer keywords are needed for coverage, and keywords are a smaller signal. Hebdon also offers some great solutions to refining your keyword strategy.
The Online Advertising Landscape in 2019 [Data]
By Gordon Donnelly | Mar 25, 2019
Wordstream collected data from thousands of their users to put together a current look at the online advertising landscape to see how you compare to other advertisers. Here are just a few of the topics they cover:
- What is your biggest roadblock to growing your business?
- In which channels are you spending your advertising budget?
- Which campaign types are you using on Facebook?
- Which ad formats are you using on Facebook?
- What’s your biggest roadblock to optimizing for mobile?
- Do you incorporate video into your advertising strategy?
Google AMP, mobile-friendly testing tools support code editing
By Barry Schwartz | Mar 25, 2019
Google announced that its AMP and mobile-friendly test tools both now support the ability to edit code and rerun the test, live. So if you want to make changes in its code editor to see how it will impact the AMP and/or mobile-friendly test, you can now do so. This new feature will allow webmasters and developers to quickly test changing a snippet of code in the testing tool, to see if it results in a positive outcome in the test results. You no longer need to make the change directly on your live web site and then run the test after your code is deployed to see if it will have a positive or negative impact on the test results.
6 Ways to Spring Clean Your PPC Account
By Kenneth Andrew | Mar 25, 2019
It’s time to do a little spring cleaning on your PPC accounts to improve reach and ROI. Kenneth Andrew covers:
1. Clean up your keywords
2. Do a seasonal reset
3. Recheck your campaign settings
4. Assess PPC ad extensions
5. Evaluate Audience Targeting
6. Copy any changes from your PPC campaign to all accounts
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.