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.
Adjusting Between E-Commerce and Lead Generation
By Shannon Glass | Apr 16, 2019
Shannon Glass leads a discussion on the important differences in approaching an E-Commerce and Lead Generation PPC campaign. She explores using keywords that show intent, but they can also simply be someone not looking to purchase and rather just doing a quick Google search. Therefore, keywords can be used as the first point to qualify users. She recommends using ad copy with specific value props pertaining to your business. She also recommends making sure your KPIs and conversion goals are in alignment with your client’s goals in order to optimize for the correct metrics.
6 Examples of Ads & Landing Pages That Have Perfected Post-Click Optimization
By Tom Whatley | Apr 17, 2019
When you’ve taken the time to pre-optimize your ads, your work isn’t done. You need to have landing pages that convert as well. Post-click optimization is necessary for putting a relevant message in front of your audience and boosting conversion rates. Tom Whatley provides examples from:
1. Shopify: Matching Your Ads Message
2. WalkMe: The 1:1 Conversion Ratio
3. Instapage: Segment Your Users
4. Airbnb: Getting Personal
5. Iperceptions: Saying Thank You
6. Stride Tax: Using White Space
Tips for Advertising on Google Search Partners
By Amy Bishop | Apr 18, 2019
There are pros and cons to the search partner network. The biggest pro? Wider exposure for your ads. The biggest con? The lack of control and visibility. In this article, I first cover exactly what the search partner network is and five of the most common misconceptions. If you’re finding conversion volume in search partners but not at a return that is cost-effective, the first step is to try to identify the root cause for the poor performance so that we can determine the best course of action. You will want to review keyword performance, match types and device usage. Important steps you can take to improve performance are segmenting out your campaigns by match type, device and RLSA, and duplicating a campaign just for search partners by setting the bids much lower than your current campaign so that Google’s search network won’t pick them up.
Track Quality Score daily with this advanced Adwords script
By Wesley Parker | Apr 18, 2019
Wesley Parker shares an Adwords script from the developers who work at Clicteq to help you track Quality Score daily so you can measure the impact of your optimizations. With this script, you can track the daily performance of the individual factors that make up the overall Quality Score, including expected CTR, ad relevance and landing page experience.
5 Ways to Cut Your Cost per Lead on Facebook Ads
By Lucas Lee-Tyson | Apr 16, 2019
Facebook Ads costs have been rising over time. That may leave some businesses considering abandoning their PPC campaigns and opting for more organic methods of reaching their audience. However, if they start to optimize for maximum ROI, they will get much more out of their ad spend. Ways you can start spending smarter and cutting your Facebook ads cost per lead include:
1. Find your best-performing demographics for Facebook ads
2. Simplify your landing page
3. Create Facebook lookalike audiences from your most engaged customers
4. Try Facebook lead ads
5. Experiment with Facebook Messenger chatbot campaigns
Facebook Competitor Research Just Got Easier
By Robert Brady | Apr 18, 2019
In an effort to increase transparency, Facebook has launched the Facebook Ad Library for all ads related to politics or “issues of national importance.” You can access every detail of the ad, including the full ad. text, image, CTA, links, and ad spend. You may learn something new!
New Google smart bidding signals coming: price competitiveness, seasonality for Shopping campaigns
By Ginny Marvin | Apr 22, 2019
Google’s automated smart bidding algorithms will be adding more signals for App and Shopping campaigns, “coming soon”. Mobile app ratings, price competitiveness, and seasonality will each soon be signaling factors.
The 5 Mistakes You’re Making in Your Google Ad Copy
By Michelle Morgan | Apr 22, 2019
We all make mistakes in our Google Ad copy, we are human after all! Michelle Morgan explores the top five mistakes that could be hurting your ad copy:
1. Keyword stuffing
2. Not leveraging ad extensions
3. Missing a call to action
4. Never testing anything new
5. Forgetting your customer’s goals
Landing Page Best Practices: 10 Top Tips for Writing Copy That Converts
By Alexander Kesler | Apr 22, 2019
Landing pages are essential elements of conversion because they give your users access to exclusive content or offers in exchange for their information to fill in the lead-capture form in order to proceed. Alexander Kesler shares his top 10 tips for creating landing pages that convert:
1. Keep It Clean & Easy to Navigate
2. Keep Content Consistent with the Prospect’s Experience (Continue the Conversation)
3. Focus on the Offer That You’re Promoting
4. Use Actual Numbers to Illustrate Benefits
5. Stay Above the Fold
6. Feature Customer Testimonials
7. Don’t Use Too Many Links in Your Copy
8. Write in a Natural Tone
9. Make Sure the Form Complexity Matches the Asset Value
10. Don’t Be Afraid to Be Original
Facebook’s New Metrics and Changes to Potential Reach
By Farah Shalwani | Apr 22, 2019
Starting April 30, 2019, Facebook’s relevance score will be replaced with three new “granular” metrics:
- Quality Ranking: Measures an ad’s perceived quality compared to ads competing for the same target audience
- Engagement Rate Ranking: Measures an ad’s expected engagement rate compared to ads competing for the same audience
- Conversion Rate Ranking: Measures an ad’s expected conversion rate when compared to ads with the same optimization goals and audience
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.