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.
LinkedIn Users Can View All Sponsored Content From the Past 6 Months
By Matt Southern | May 21, 2019
LinkedIn recently announced a new Ads tab for users that want to view all sponsored content an advertiser has ran for the previous 6 months. This feature is to expand transparency into the ads running on LinkedIn. The advertiser will not be charged for clicks made to the ad while a user is viewing the ad in the Ads tab, nor will campaign reporting be impacted.
Five ways blockchain will impact search marketing
By Chris Porteous | May 21, 2019
As a new emerging technology, digital marketing can expect to be affected by blockchain technologies. Chris Porteous explains several different ways paid search marketing can expect to be impacted by:
- Making ads trustworthy
- Delivering ad transparency
- Changing ad payments
- Creating new advertising ecosystems
- Reshape user experiences with new blockchain browsers
3 PPC Techniques to Strengthen your Brand
By Rachel Poulos | May 22, 2019
The better your brand is known, the more you can expect to see carryovers to your PPC campaigns by way of higher conversions and CTRs and lower CPCs. One way to strengthen your brand is through Brand Differentiation– by showing what makes your brand stand out from your competitors to build trust and recognition. Competitive Analysis will help you keep an eye on new competitors in your space and let you see what they are saying about themselves. You can also build your brand through Awareness and Engagement across different platforms to build a relationship to share your message.
Google Ads Now Lets You Sort Your Campaigns
By Robert Brady | May 22, 2019
Google Ads is now allowing you to sort your campaigns to make navigation easier. You can now sort campaigns by most important tasks in the following areas:
4 Actionable Strategies for Using Audience Insights Tools
By Michelle Morgon | May 22, 2019
Audience insight tools on various platforms give a wealth of data. Learning how to leverage that data into actionable insight can be challenging. Michelle Morgon offers four strategies to get the most out of audience insights tools. If you’re looking to expand your audience within a platform, Google Ads’ In-Market and Affinity categories can help you find new target audiences. You can improve or refine your audiences by analyzing patterns– for example, you can take demographic data and add exclusions to segments that aren’t engaged in your ads. You can also translate to performing targeting across platforms. The Facebook Audience Insights tool for Page Likes can also inform what audiences have an affinity for when designing your personas and ad copy messaging.
11 Free and Powerful Keyword Tools to Dominate Google
By Tom Whatley | May 22, 2019
Every paid search marketing campaign begins with keywords. It’s a high priority to find relevant, high-intent keywords, eliminate negatives, and organize your keywords into relevant ad word groups for the overall success of a campaign. Tom Whatley shares his top 12 free keyword tools he recommends to streamline the process, including:
1. Google Keyword Planner
2. Google Correlate
4. Answer The Public
5. Wordtracker Scout
8. SEMRush Keyword Magic Tool
10. Keywords Everywhere
11. Keyword Tool
Don’t let unwanted automated ad extensions keep you up
By Blake Lucas | May 23, 2019
Automated ad extensions on Google Ads and Bing can sometimes give extensions that don’t make sense or are not what you specified. They decide what to populate a dynamic automated ad extension based on a large variety of data sources, like your landing page, domain, or third-party apps and reviews. How they pick what goes in is largely a secret, with only the performance metrics available for you to view. While this is concerning to most marketers, there are a few actions you can take back control. Blake Lucas walks you through how to opt out of automated ad extensions so that you’ll be able to sleep better at night!
Paid Search Basics for Events
By Ryan Opal | May 23, 2019
Ryan Opal shares some basic targeting tactics and ad strategy for event-based advertising. He suggests using Google and Bing’s in-market audiences to match to personas, as well as using previous attendance data for remarketing lists. Ad copy should be enticing while giving location, dates, times and pricing in as few words as possible. He also strongly recommends paid search extensions, especially sitelink extensions to sponsors, speakers, about us, etc.
The Big, Easy Cheat Sheet for Google Display Ads
By Conor Bond | May 23, 2019
Google Display Ads both help to build a valuable, recognizable brand and keep that brand at the top of your target audience’s minds. Conor Bond gives an in-depth explanation and examination to effectively using Google Display Ads to build your brand and reach your audience. He explains the differences between Display and Search ads, as well as uploading or responsive ads and their sizes. He also explains how to target people versus contextual targeting. Bond also provides 5 Display Ads best practices you should follow, examples of great ads, and free tools to help you create your ads.
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.