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.
AMP Display Ads and Landing Pages: What They Are and Why You Should Test Them
By Pam Neely | May 15, 2019
Google’s push to make your content Mobile First has become a strong indicator for both SEO and PPC to pay attention to speed. AMP (Accelerated Mobile Pages) is a subset of HTML that allows pages to load significantly faster than standard HTML pages. This matters to your pay per click campaigns if your visitors are bouncing on your landing page because it’s loading too slow on their mobile device. AMP ads are driving higher revenues than non-AMP ads.
I Wanted to Convert on Your Landing Page, But I Couldn’t. Here’s Why.
By Amy Middleton Hebdon | May 15, 2019
Amy Middleton Hebdon shares the top reasons your landing pages are not optimized, and it has nothing to do with cosmetic best practices. It’s because you’re ignoring the target audience. Here are the top reasons people disengage with your landing page:
1. Your ad promised something you didn’t deliver
2. You targeted with your ad but rejected with your page
3. You’re asking for contact info for no good reason
4. You didn’t explain how your offer works
5. A click is not an exclusive contract for a sale
3 ad copy mistakes keeping you from paid search success
By Jacob Baadsgaard | May 15, 2019
Every marketer struggles with writing the perfect ad copy. Jacob Baadsgaard offers three suggestions to get your ad copy right from the start. First, avoid keyword stuffing and write ad copy that answers questions in a relevant way to your searcher. Second, if your ad copy zeros in on the needs driving your customers’ search, your ad and business will feel like the perfect solution to them. Lastly, don’t neglect your ad extensions, call outs, sitelinks, or structured snippets as opportunities to work in your keywords.
Guide To Google Ads Performance Planner
By Alaina Thompson | May 16, 2019
Google’s newly introduced Performance Planner tool helps advertisers optimize campaigns by suggesting an ideal plan by distributing spend in the most effective way among campaigns in the plan. The Performance Planner tells the advertiser how to change bids and budget to maximize a specific metric across your campaigns. Alaina Thompson provides a thorough guide to setting up and using the new tool, along with areas to pay close attention to.
Using IF functions on Google Ads to improve productivity
By Clay Schulenburg | May 19, 2019
Adding If functions to your Google Ads process will save you time and bandwidth. Clay Schulenburg shares some simple IF function formulas you can start using. IF functions are an easy way to make search marketing easier as we move towards heavy automation and personalization.
Top 10 Google Ads Announcements From Google Marketing Live 2019
By Matt Southern | May 19, 2019
Matt Southern offers us a condensed list of top 10 announcements you should be aware of following Google Marketing Live. They are:
1. Upgrades to the Google Ads mobile app
2. New features for local campaigns
3. Discovery ads
4. Gallery ads
5. Audience expansion
6. New Google Shopping experience
7. Updates to Shopping Ads
8. App deep linking
9. Bumper Machine
10. New bidding controls
Amazon Listing Optimization – How to Increase Sales on Amazon
By Shannon Roddy | May 20, 2019
Amazon listing’s success depends on a multitude of different factors and elements working together. Shannon Roddy shares an in-depth discussion on strategies to optimize your Amazon listings for increased sales. Topics covered:
- Amazon Launch Strategy
- Analyzing Amazon Listing Optimization
- Organic Keyword Ranking
- The Amazon Trifecta
- Amazon SEO Keyword Research
- Amazon Listing Optimization
- Amazon Product Title Optimization
- Amazon Bullet Point Optimization
- Amazon Product Image Optimization
- Amazon Product Description Optimization
- Amazon Product Video Optimization
- Factors Influencing Buyability and Rankability
- Amazon Listing Optimization Summary
B2B vs B2C Marketing: 5 Differences Every Marketer Needs to Know
By Liam Barnes | May 20, 2019
Understanding the differences between how B2B and B2C marketing differs is crucial to develop a high performing marketing strategy for a business. Customer relationships in B2B is more personal, whereas in B2C the relationship is more transactional. Branding is more relationship driven in B2B than B2C, where branding relies heavily on brand messaging to the consumers. Understanding your B2B audience can help you understand the decision-making process that may apply to them so you can deliver a message that is specific to help them make a decision. The B2C decision-making process should be simplified using keywords to improve ranking. B2B targeting works well in niches combined with keyword research and SERP search intent, and B2C targeting is broader and should follow a funnel and CRO best practices. Ad copy in B2B should speak the lingo of your audience to prove validation, whereas B2C should focus on more emotional ad copy.
Reimagining the marketing funnel for the disrupted customer experience
By Luca Tagliaferro | May 21, 2019
Customizing your Google Analytics data by segmenting your traffic sources and optimizing your landing pages can help you optimize your conversion rates. Visitors rarely follow the typical funnel and will bounce through the funnel at various entry points. You need to be able to optimize for a disrupted customer experience. By using segments in your traffic sources and optimizing your landing pages for different funnel stages, you can deal with disrupted customer funnels better.
How to Get More Done: 9 Tips to Maximize Marketing Productivity
By Ben Wood | May 21, 2019
It doesn’t matter how good your marketing strategy is if you don’t have time to execute it! Ben Wood shares some tips to help save you time and maximize your productivity that includes:
1. Harness Automation Wherever Possible
2. Tackle your most dreaded task first
3. Unlock the Power of Your Calendar
4. Try a Default Diary
5. Get a Note App
6. Pause Notifications for Focus Time
7. Trim Down Your Default Meeting Length
8. Learn How to Say No
9. Prioritize & Delegate
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.