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.
The Google Ads Display Setting You Need to Disable
By Andrea Taylor | Apr 24, 2019
Google has an automated targeting setting that is buried in the setup for a display campaign that can allow Google to expand your targeting and serve ads to users they (Google) thinks are likely to convert. The risk here is that this option can be expensive and compromise the quality of your conversions. Andrea Taylor helps us avoid the risk and walks us through how to find and disable this feature when setting up your display campaign.
6 Tips to Improve Your PPC Landing Page Experience (& Quality Score)
By Aaron Levy | Apr 25, 2019
Improving your landing page optimization isn’t only for conversions alone, you’re optimizing for the business and Google as well. Aaron Levy shares his top tips to enhancing the user experience for your landing pages and boosting Quality score, including:
1. Focus on Speed
2. Mobile-First Design (For Most)
3. Optimize for Customers, Not Conversions
4. Be a Minimalist
5. Personalize with Purpose
6. Test the Little Things
70/20/10 PPC Budgeting
By Lara Lowery | Apr 25, 2019
Are you familiar with the 70/20/10 rule in PPC budgeting? Lara Lowery and her co-workers at Hanapin Marketing use this rule as a guideline when setting up the campaign budgets. 70% of your total budget should go toward your tried and true tactics that you are always running and convert best for you (Evergreen Campaigns). 20% of your budget should go towards opportunities you have good reason to believe that they will work– for example, low funnel expansion opportunities that will drive sales or conversions or leads. Lastly, 10% of your budget should be allocated to completely new ideas to experiment with.
Google Ads script: How to automatically apply bid modifiers
By Daniel Gilbert | Apr 25, 2019
Daniel Gilbert shares a Google Ads script that will automatically apply bid modifiers, saving you hours of time! The bid modifier script is for in-market and remarketing audiences, device and location targeting based on performance. Script and instructions on how to use are included in the article.
Data Skeptics for Better Data-Driven Marketing
By Anders Hjorth | Apr 25, 2019
Marketers have more data at their fingertips than ever before. But it’s what they do with that data that has the greatest impact. Anders Hjorth argues that looking at the numbers alone will do you a great disservice if you aren’t applying excellent analysis to the data to harness your data-driven decisions. He recommends approaching your data with a hint of skepticism by asking these three questions:
- Have you ever compared advertiser platform click-out figures with arrival data on your website?
- Have you ever looked into who the individuals that “like” your social media advertising are?
- Do you know what hides behind “direct traffic” in your analytics reports?
6 Tactics to Dominate Local PPC
By Ryan Moothart | Apr 26, 2019
Brick and mortar business in the retail world need every competitive advantage they can get, and that includes dominating their local PPC. The key is to get your online PPC campaigns to translate to in-store sales. Ryan Moothart shares his top tactics for making this happen, which includes:
1. Hyper-Local Campaign Targeting
2. Location Extensions
3. Call Extensions
4. Google Local Campaigns
5. Yelp Enhanced Profiles
6. Google Local Service Ads
Google may decide to charge for Google My Business listings
By Barry Schwartz | Apr 29, 2019
Google may decide to start charging a monthly fee to the current free service they offer for Google My Business. They have been sending out a survey to local small businesses asking if they would pay for some features they are already getting for free. Since this free service has basically become a requirement for most businesses, does Google feel they can charge for it and get away with it?
Microsoft Advertising is the New Bing Ads
By Matt Southern | Apr 29, 2019
A short but important announcement, Bing Ads is now Microsoft Advertising:
- BingAds.com is now MicrosoftAdvertising.com
- Bing Ads Partner Program is now the Microsoft Advertising Partner Program
- Over the coming months, all experiences and materials will be updated to reflect Microsoft Advertising
4 Ways to Harness Detailed Demographic Data
By Mike Matta | Apr 29, 2019
Now that detailed demographic data has been available for over a year, you should have enough data to develop strategy moves to leverage that data. Mike Matta shares his four favorite strategies that include:
1. Targeted Ad Copy
2. Topic Targeting
3. Expansion into/of Facebook
4. Multi-Brand Segmentation
The New Facebook Ads Interface
By Bethany Bey | Apr 29, 2019
Facebook Ads has announced that they have redesigned its interface to enhance the user experience for advertisers starting in May. Changes have been made to the nesting view in the Navigation tab and you can now search and filter your campaign, ad sets, and ads from one place.
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.