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.

In-Market Audiences for Search: How & When to Use It

By Daniel Gilbert | Nov 6, 2018

Before blindly applying in-market audiences to all your campaigns, you should consider the good and the bad. Because in-market audiences are further down the customer marketing funnel, they have inherent differences to other audience targeting options you need to pay attention to. In-market audiences can be great for your overall strategy, but it requires testing and analyzing to make sure it works for you.

Early Numbers Show Little Movement in Close Variant Share of Google Exact Match Traffic

By Andy Taylor | November 6, 2018

Andy Taylor takes a look at how traffic from close variants has shifted over the last three months and he comes to the conclusion that not much has changed thus far. Follow the logic and evidence he uses to come to that conclusion by examining the close variant share of traffic.

Where Marketers Are Spending Their Digital Dollars in 2019

By Jamie Newton | Nov 7, 2018

You can download PPC Hero’s State of PPC Survey report to get an idea of how to plan your digital marketing budget for 2019. Some trending highlights: CPCs are cheap on Instagram right now, Facebook is holding strong despite controversies, Amazon is now the third largest ads platform, and YouTube’s changes make it a great place for video ads. Jamie Newton includes these interesting stats to consider:

• 62% of marketers will increase their PPC budgets in the next 12 months, while 35% will keep budgets the same
• Compared to 12 months ago, 68% of brands said that their PPC budget is bigger, with 18% saying that it’s MUCH BIGGER
• Respondents from agencies claim that 67% of their clients have bigger PPC budgets than 12 months ago and only 3% have smaller budgets.

47 Facebook Ad Examples That You Can Swipe for Your Business

By Garrett Holmes | Nov 7, 2018

Statista reports that over 6 million brands are advertising on Facebook, each trying to craft that perfect message that will drive the highest ROI. So how do you possibly stand out in a crowd of 6 million? Digital Marketer lays out 47 Facebook ad examples for you that they gathered using the “Info & Ads” section in Facebook. Get a sneak peek at what the top brands are using in their ads to convert their audience into customers.

Bing Ads Scripts are rolling out in beta

By Ginny Marvin | Nov 7, 2018

The long-anticipated beta release of Bing Ads Scripts arrived on Wednesday. Bing Ads Scripts are rolling out to all accounts. With scripts, you will be able to automate account management tasks in bulk, automatically, and on a scheduled basis. Learn more about why scripts matter and how to get started.

6 Tips for Combining SEO & PPC for Better Results

By Sergey Grybniak | Nov 7, 2018

Marketing budget constraints are often the deciding factor in how much a business can put into PPC or SEO, separating the two approaches. Sergey Grybniak offers some fresh tips and tricks on combining PPC and SEO for better results, even while on a tight budget. By running organic and ad campaigns simultaneously, you will naturally have more data to collect and analyze. This opens the opportunity to discover unexpected details about your target audience, and you can then use that information to refine your SEO and PPC strategies.

Win big on your Bing Ads holiday PPC campaigns using these tips

By Frances Donegan-Ryan | Nov 08, 2018

Thirteen PPC industry experts give their best tips and advice for running a successful holiday season for your ads this year.

Getting Started with Bing Ads Scripts

By Frederick Vallaeys | Nov 8, 2018

Following Bing Ads’ new script announcement last Wednesday, Frederick Vallaeys gives us a fantastic overview of all things scripts! He details a brief history of scripts and offers the best copy-and-paste practices you’ll want to follow. He also gives a great explanation of how the Ad Engine uses scripts. This is a great article!

Winter is coming: prepare for the holiday app-opportunity

By Sissie Hsiao | Nov 8, 2018

Sissie Hsiao states, “According to Adjust, people who install apps in December complete twice as many in-app actions—like buying a gift or beating the first level of a game—within 24 hours.” Google Ads’ Universal apps campaign is hoping to help you capture some of the holiday shopping activity for yourself by showing your apps at Google.com, Google Play, YouTube, and over 3 million sites and apps in the Google Display Network. They offer advice on how to get your timing right and capturing the consumer’s attention this holiday season.

Google Ads Recommends the Best Campaign Types for Specific Business Goals

By Matt Southern | Nov 9, 2018

Google Ads has added a new workflow for directing advertisers which campaign types deliver for specific business goals, and it’s pretty easy to use! Matt Southern walks you through the specific Goal types and the Campaign types they correspond with.

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.