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.
Enhance your campaigns with new AI-driven recommendations tab
By Jessica Cui | Jun 10, 2019
Microsoft Advertising has announced replacing the opportunities page with the new AI-driven Recommendations Tab. You can now explore all your available suggestions, or filter them by a particular area that you want to optimize: Repairs, Bids & Budgets, Keywords & Targeting, and Ads & Extensions. The new recommendations tab provides more context and explanation to why Microsoft Advertising thinks their suggestions would be helpful to your campaigns to give deeper insight. They have also added more straightforward navigation and notification to enhance user experience.
Gallery Ads: Google Finally Created a Visual Paid Search Ad That Works
By Lee Tatlock | Jun 12, 2019
When Google launched the beta Gallery Ads in February 2019, they took the best from the display and social ad formats and tailored it for the search experience. And the results are in, the Gallery Ads are working! Lee Tatlock explains, “This ad format beta is only available on mobile devices currently, and to trigger, the ad must be in the first position. The visual component, top of SERP/above the fold location, and sheer page real estate this unit has, lends itself to a strong ad engagement opportunity…this ad is great for branding and mid-funnel efforts. For this reason, the best opportunity for this ad type is in the Nonbrand space to effectively capture users’ interest and push competition below the fold.”
The Biggest Benefit of Google Display Ads (+ How to Leverage This!)
By Joe Martinez | Jun 12, 2019
Joe Martinez explains why Google Display Ads is great for small businesses to get their name out there for building brand awareness. While branded search campaigns for small business have lower CPCs and higher CTRs, it doesn’t help them expand and grow because if no one knows to search for them, how will they get found by new users? Leveraging and investing in Display Ads for brand awareness alleviates this problem. You’ll want to strategically focus on audience targeting using Google Analytics’ Affinity and In-Market insights and Google Ads Audience Insights tools. He also recommends paying attention to the stages of the customer journey and tailoring your creatives to speak to specific stages.
Experience is Key, and Other Insights from Merkle Summit 2019
By Andrew Galuppo | Jun 13, 2019
Andrew Galuppo shares a summary of the key messages and industry trends from the Merkle Summit 2019. With short attention spans, the way to create competitive advantage is by meeting and exceeding customer’s expectations right out of the gate by using relevant first-party data, integrated tech, and real identity to create unique, personalized experiences that are relevant to each customer. They also shared that streamlining your marketing teams gain stakeholder alignment, better team communication, shared assets, and boosts in revenues.
Five things to do on a small digital marketing budget
By Lauren Crain | Jun 13, 2019
Working with a smaller digital marketing budget means making sure every dollar counts. You may find that you need to get creative to make sure your ads show where you want. Lauren Crain walks you through 5 tactics you can use you are launching a new campaign or if you have an established campaign on a smaller budget, including:
- Retargeting site visitors and purchasers
- Mid-funnel remarketing
- Bid adjustments: Geo-targeting and ad scheduling
- Search terms reports: Exact keywords and negative keywords
- InMarket and Similar Audiences for competitive terms
How to Use Reddit for Keyword Research to Amp Up Your Content Marketing Strategy
By Jessica Malnik | Jun 13, 2019
Jessica Malnik finds that Reddit is an underestimated source of keyword research for content marketing strategy. Reddit’s large and diverse audience will let you gauge the popularity of a topic to decide tone, context and intent. She walks you through how to:
- Find Your People on Reddit
- Spot Potential Content Ideas
- Look for Patterns and Trends
- Test Content Ideas and Ask for Feedback
- Find and Build Rapport With Subject Matter Experts in Your Field
Build your PPC campaigns with this mini campaign builder script for Google Ads
By Daniel Gilbert | Jun 14, 2019
If you need to quickly build a campaign or add keywords to an existing one, Daniel Gilbert has the perfect script for you! if a client needs a couple of new keywords after updating their site with new content, this script is a quick and easy solution. What does this script do? Gilbert says, “You input your campaign name, keywords, headlines, descriptions, paths and final URL, and it will output three tabs for you: one with keyword combinations, one with negatives, and ads to upload to Google Ads Editor. It creates one exact and one broad match modifier campaign and creates a list of keywords as exact negatives in the broad campaign to make sure that search terms that match exactly will go through the exact keyword.”
10 Profit-Driving Chatbot Campaigns You Can Copy Today
By Virginia Nussey | Jun 14, 2019
Virginia Nussey takes a deep dive into chatbot marketing. She explains what chatbots are and how they work in a marketing campaign. She then provides 10 Facebook Messenger campaigns you are free to use for yourself in the following areas:
- E-commerce and retail sales
- Appointment setting
- Restaurants and food/beverage
- Event registration
- B2B lead generation
- B2C lead generation
- App downloads
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.