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.
How to Target Your Best Audience with Reddit Advertising
By Joe Martinez | May 24, 2019
Joe Martinez helps us understand how to target our audience on one of the world’s most visited sites, Reddit. He walks us through how to use Location, Interest, Subreddit, Device, and Time of day targeting options to reach your ideal audience.
Building an Analytics Center of Excellence
By Michael Watts | May 24, 2019
Michael Watts recommends building an Analytics Center of Excellence to connect all of your business teams, close the reporting loop and show ROI for your marketing efforts. He shares four principles that your analytics team should be built upon:
- Seek out good communication and organization
- Build a charter and guiding principles
- Keep the end in mind
- Get a solid data strategy in place
How to Track Your Analytics Event as a Goal
By Kristin Palmer | May 29, 2019
Depending on your tracking needs, you may want to consider setting up a Google Analytics Event as a Goal. Events are meant to report basic site actions (button clicks, video watches, content downloads) and are counted every time. Goals track actions that directly impact your business (leads, sales or other key conversion actions) are only counted once per visit. Depending on your business model, you may want to start tracking your events as a goal. Kristin Palmer walks you through how to set that up in Google Tag Manager and Google Analytics.
Google Ads is Removing Two Bidding Strategies in June
By Matt Southern | May 29, 2019
Google announced that coming in late June, they will be removing the ‘Target Search Page Location’ and ‘Target Outranking Share’ bid strategies. With the release of Target Impression Share last November, they are finding the aforementioned biddings no longer necessary. Target Impression Share is a smart bidding strategy which automatically sets bids according to where the ad will show up. Campaigns on the two biddings will be migrated and optimized to Target Impression Share.
How to Plan a Successful PPC Campaign in 2019
By Julia Olennikova | May 29, 2019
SEMrush has released an update to their post “How to Plan a Successful PPC Campaign in 2019.” With Google moving more and more towards autopiloting campaigns, SEMrush offers recommendations to get the most performance out of your ads with that end in mind. Topics covered include ad copy, ad formats and ad extensions, keyword research, device targeting, and In-market audiences for search.
The fall of ad copy, long live ad copy
By Nicolas Ross | May 29, 2019
“The fight for SERP real estate isn’t won through compelling ad copy, but through relevance, quality score, and keyword inclusion. These elements convince the user that your ad will provide the solution to their query.”– Nicolas Ross, providing an interesting argument as to whether or not users care about fresh ad copy. He uses an example from one of his campaigns comparing results from an evergreen versus a promotional ad and found the results surprising.
How to Use Keyword Intent to Boost PPC Performance
By Navah Hopkins | May 29, 2019
Navah Hopkins breaks down the key forces that influence keyword performance in your PPC campaigns and how to apply intent. First, she explores Auction price and recommends balancing auction prices of keywords with the forecasted value of the customer. Then, she examines the Customer Journey in terms of SERP analysis, strategic focus, and audiences. She then examines the volume versus value factor for finding keywords that will give you what you want.
Top Ways To Improve B2B PPC Performance
By Lara Lowery | May 29, 2019
If you’re struggling to get results for a B2B client, Lara Lowery shares from her own experience how to handle high price point products with long funnel cycles and how to prove where digital marketing is making a difference. Lay out the customer lifecycle and show where digital makes persuasion at pulling customers in. Integrate your client’s platform with Google Analytics. Structure campaigns by regions that outperform. Identify where your keywords land in the marketing funnel. And, use Programmatic for Display to find niche B2B audiences and be more intentional with your ad spend.
A Crash Course in Call Tracking for PPC Marketers
By Pam Neely | May 29, 2019
Tracking calls in your PPC campaigns means tracking across different mediums and channels. Pam Neely examines Call Reporting for Google Ads. She explains when and how to use the feature for optimal performance, as well as how to set it up for yourself.
A Guide to Choosing the Right Facebook Advertising Objective
By Amy Bishop | May 20, 2019
With 13 campaign objectives to choose from but not much supporting content to help make that selection, getting started with Facebook advertising can be a little bit overwhelming. I think you’ll find there are better ways to use the objectives beyond just their suggested purposes. For that reason, I have put together a guide so you can choose the right Facebook advertising objective with the right bidding strategy. I take a deep dive into all 13 objectives to see when it’s best to use them, and how to set the bidding. You will, of course, need to test the different campaigns for the different stages of your overall strategy, but this is a good place to start!
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.