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 Analyze Audience Performance with Google Analytics
By Amy Bishop | Nov 19, 2018
The struggle with analyzing audience data is that, historically, there has not been one cohesive view. Audience performance was fragmented in disparate platforms depending on the channel and, further fragmented at the campaign level. The Audience Report in Google Analytics shows you the big picture for the audiences that you grant Google Analytics access to. I walk you through how to set-up and use the Audience Report in GA, and most importantly, how to make that data actionable for your campaigns.
Stay ahead of the pack with the Competition tab
By Prince Bajracharya | Nov 12, 2018
Bing Ads’ new Competition Tab helps you get crucial insight into how and why your competitor’s ads are appearing before yours. Using machine learning, Bing Ads picks up the heavy lifting by analyzing the insightful data for you. Action Insights will give you the data you need to optimize your campaigns with help from the Recommended section. This will save you time and you can be confident in your business decisions.
10 Most Important PPC Trends You Need to Know in 2019
By Danny Goodwin | Nov 13, 2018
Search Engine Journal has pooled from 28 of the PPC’s industry’s best and brightest for their 2019 forecasts in PPC trends. Two of the most prominent trends are audiences and automation, but they also give insight to paid search, paid social, and remarketing.
What Works & What Doesn’t When Automating Ad Copy & Keywords
By Michelle Morgan | Nov 13, 2018
Michelle Morgan leads an informative discussion about how you can save time with your ad copy and keywords with some level of automation, without sacrificing performance, in your paid ad campaigns. She presents strategies for leveraging dynamic keyword features, dynamic ad features, and dynamic search ads.
Five Ways to Maximize Sales This Holiday Season
By Facebook Business | Nov 13, 2018
Facebook wants you to get the most out of this year’s holiday shopping season, so they are sharing five ways that you can promote your business’ products, increase sales, and drive traffic to your store. They discuss ways to capture attention with new themes and overlays, how to use collection ad format, suggest how to use Instagram and Marketplace to drive more sales, and how to use the store visits objective.
New Ad Position Metrics in Google Ads
By Timothy Jensen | Nov 13, 2018
The new metrics to measure ad position in Google Ads offers greater insight as to where ads appear in relation to organic results for advertisers. Eight of these new metrics are defined for you and offers tips on how you can apply them to get the most out of what these metrics tell you.
Quora Ads: How to Reach Your Target Audience at Key Moments
By JD Prater | Nov 13, 2018
People visiting Quora’s platform are there to research and evaluate for whatever topic, product, or service they are interested in, which makes Quora a high-intention based platform for advertisers. This places advertisers on Quora in a powerful position to reach a large and highly targeted audience during the consumer’s consideration phase. Advertisers can target website traffic audiences, lookalike audiences, and list match audiences with contextual targeting by broad, interest, topic, and question targets. This allows advertisers to reach their target audience at key moments in the purchase funnel. JD Prater also includes an illustrative discussion on bidding types and campaign structure unique to the Quora platform.
Bing Ads now supports 3rd headline, 2nd description in text ads
By Ginny Marvin | Nov 15, 2018
Bing Ads is now offering a 3rd headline with a 2nd description in their text ads. This will allow you to import your longer Google Ads into Bing Ads, or create new, longer Bing Ads. That may just give you an advantage over competitors this holiday shopping season!
Google Ads Introduces Special Black Friday Ad Format
By Matt Southern | Nov 15, 2018
In an effort to get your advertising in front of consumers this holiday shopping season, Google Ads will be running experimental advertising until November 27th that will allow a Black Friday and Cyber Monday promotion extension, and it can be easily appended to an existing ad. Keywords included in this experiment:
- “black friday deals”
- “black friday <product name> deals”
- “black friday <company name> deals”
- And variants of the above (including “cyber monday” as well)
What Shoppers are Saying on Facebook Leading Up to Black Friday and Cyber Monday
By Facebook IQ | Nov 15, 2018
Facebook IQ analyzed the global conversation early this November to see what trends are emerging for this year’s holiday shopping season amongst their users.
The top 10 hashtags include:
- #blackfriday
- #christmas
- #holidays
- #gift
- #shoplocal
- #shopping
- #love
- #family
- #christmasgifts
- #thanksgiving
Google’s New ‘Target Impression Share’ Helps Ads Show Up More Often
By Matt Southern | Nov 17, 2018
Matt Southern shares his insights on Google Ads’ new Target Impression Share feature. This feature automatically sets bids according to where the ad will show up. Advertisers can set bids to have their ad displayed at the top of the page, top section, or anywhere on the search results page. Target Impression Share can be used to help ads show up in local searches.
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.
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