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.
Turn Your PPC To-Do List Into a Digital Strategy
By Kelly Pollock | Jun 18, 2019
PPC is driven by strategy and tactics– but it can be a challenge to focus on strategy when your to-do list starts to pile up every day. Kelly Pollock shows us how to take your to-do list and transform it into an efficient strategy dashboard. She begins with a strategy document, which is pulled from her tasks and organized by theme, an example is provided in her post. She then shows you how to prioritize your tasks and delegate to get the most efficient use out of your newly formed strategy.
Google Lets Advertisers Promote YouTube Live Streams as Display Ads
By Matt Southern | Jun 18, 2019
Google has announced a new ad format that lets marketers run YouTube live streams anywhere display ads are shown. The new feature is in limited beta right now.
The BIG List: PPC Landing Page Guides & Resources
By Kristin Palmer | Jun 19, 2019
Landing pages can make or break your PPC campaigns. Kristin Palmer has put together an extensive resource in this article for finding the most relevant and current landing page information, including:
- Best Practices
- Optimizing for Conversions
- Reporting Tools
- Speed Testers
- Creation Platforms
Location-Based Marketing: What Works and What Doesn’t
By Brian Handly | Jun 19, 2019
Geo-targeting, or location-based marketing, is a successful strategy for some industries. Brian Handly shows us when and how to apply location-based marketing. He recommends that business with physical locations would benefit the most: retail, restaurants, auto shops, grocery stores, pop-ups or seasonal businesses, and travel and tourism. Some areas to avoid are a single location without abundant foot traffic to analyze, events that do not last long enough to capture the right audience, or smaller markets with limited data to begin with. Geo-targeting events like Black Friday is especially successful. The future looks bright for location-based marketing in the areas of regulation, a proliferation of new data sources, and attribution.
Get started: Price Extensions in Microsoft Advertising Editor
By Subha Hari | Jun 19, 2019
Price Extensions is being added to Microsoft Advertising Editor. “Price Extensions are a pay-per-click extension that displays your products or services, along with their corresponding prices, to searchers. Utilizing them will add more value to key business information highlighted in extensions,” explains Subha Hari. He also shows you how to set them up and offers a few tips to get the most out of the new feature.
Making the case for more non-brand funding in paid search
By Katy Winans | Jun 21. 2019
If you find yourself in a situation where your client is concerned that their PPC revenues aren’t doing as well this time last year, you may have a solution in your back pocket. If you can confirm that there is a downward trend, and you’re doing everything correctly with the branded keywords, you may want to suggest non-brand keywords to your client to combat brand fatigue. “Focusing purely on search text, non-brand has the power to close the gap widened over time by brand demand decline,” explains Katy Winans. She shares a real-life client case when using this strategy and what she learned from the experience.
Automation layering: How PPC pros retain control when automation takes over
By Frederick Vallaeys | Jun 21, 2019
Advertisers can create their form of “automation layering” to make their work more efficient, and it doesn’t require machine learning but a simple rule-based approach. You can layer automation for close variants and smart bidding by turning your structured logic for how you check close variants into automation that does it automatically by using scripts. Adding automation layering will let you maintain control in an AI world while saving you time in the long run.
Google Ads Begins Reporting on Shopping Campaign Landing Pages
By Matt Southern | Jun 22, 2019
Google Ads is now reporting on landing page performance from shopping campaigns for all Google Ads users. Data will be included in the “Landing pages” page. Advertisers can now see which landing pages from Shopping campaigns are boosting sales and which may need to be optimized further.
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.