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 Be More Relevant to Your Audience with Performance Creative
By Chris Pritcher | Jul 22, 2019
How do marketers cut through all of the online noise and reach their audience? By creating hyper-relevant messages to their audience using behavior analytics. Chris Pritcher explores how audience relevancy, purchase path relevancy, and individualized relevancy can by hyper-targeted using behavioral data. He states that “Understanding who you are communicating with and what that person’s passions and motivations are allow you to deliver effective positioning and messaging.” Layer emotional and rational drivers on top of that to your messaging, and you will be able to speak directly to them at the appropriate positions in the customer journey funnel.
Make your ads stand out with expanded Dynamic Search Ads
By Parinita Rahi and Joseph Damiani | Jul 23, 2019
Microsoft Advertising has announced Dynamic Search Ads (DSA) to now include support for an additional description field and longer dynamically generated ad titles. The updated format helps you to increase ad engagement and grab more attention with these new capabilities:
- Utilize an additional description field, for a maximum of two descriptions total.
- Specify up to 90 characters each for the two descriptions.
- Enjoy the benefits of longer dynamically generated ad titles.
The third-party browser tracking cookie is dead. What’s next?
By Invoca | Jul 23, 2019
With the rise of ad-blockers, what is a marketer to do without the use of third-party cookie tracking? Invoca stresses the importance of gathering and using first-party data to fill the void. Shifting to contextual keyword targeting, the ads seen are based on the content users are looking at instead of their overall behavior profile. Adopting a People-based strategy relies on three elements: identification, data, and automation. Also, integrating first-party call tracking data is of tremendous value.
5 Less-Than-Obvious LinkedIn Targeting Tactics to Start Using Today
By Steve Kearns | Jul 24, 2019
Even if you have the perfect messaging and the perfect ad, it won’t matter if you haven’t targeted the perfect audience. Steve Kearns shares some tips and tricks to targeting on LinkedIn that includes:
- Stacking Your Parameters
- Expanding Your Targeted Reach through Audience Expansion and Lookalike Audiences
- Using Content Suggestions and Groups to Inform Interest Targeting
- Using Account Targeting to Run Account-Based Marketing Campaigns
- A/B Testing
Recent LinkedIn Updates You May Have Missed
By Andrea Taylor | Jul 24, 2019
It’s been a busy July and if you’ve missed some LinkedIn advertising updates, Andrea Taylor has the ones you should be paying attention to in her article. First, you now can edit lead generation forms that are attached to a campaign. Second, you can create lookalikes off of your Matched Audiences, which are website audiences, account lists or contact lists. Third, you can now select how conversions are credited across multiple campaigns. Lastly, you can now duplicate video ads in the same way you duplicate other ads.
Small-budget guide to testing ad copy, landing pages, and more
By Lauren Crain | Jul 24, 2019
If you’re dealing with a small budget, you may be tempted to think that testing should take a backseat. Lauren Crain explains why that may be short-sided because with a small budget, it’s important to focus on one or two tests at a time to make sure that you can reach statistical significance relatively quickly. She recommends that even on a small budget, you should be testing ad copy, landing pages, and engines and ad formats.
10 Display Advertising Statistics Every PPC Marketer Needs to Know
By Pam Neely | Jul 25, 2019
PPC marketers must stay on top of all the changes that come with the industry. That means staying up to date with the latest research and information, but it also means changing your advertising strategies to adapt to the new environment. Pam Neely shares 10 statistics that will have you thinking about Display Advertising differently and hopefully applying them to your PPC campaigns.
Facebook is Letting More Advertisers Place Ads in Search Results
By Matt Southern | Jul 28, 2019
Facebook is allowing more advertisers to place ads in search results when creating newsfeed campaigns. As of yet, there is no option to target specific keywords or phrases with Facebook search ads like there is on Google Ads. The best way to show up for various keywords is to make sure they appear somewhere on your business’ Facebook page.
Google Ads Editor Updated With 4 New Features
By Matt Southern | Jul 29, 2019
Google Ads Editor version 1.1 has been released with updates to improve on design and usability. The updates include:
- Image Picker
- Dark Mode
- IP Exclusions
- Accounts Manager
11 Reasons Your Google Ads Aren’t Showing—And How to Fix Them
By Conor Bond | Jul 29, 2019
Do you know what to do if your Google Ads aren’t showing up in the Preview Ad tool? Conor Bond breaks the issues down to two categories: performance-related and non-performance-related. He reviews 11 reasons your ads aren’t showing and how to fix them for the following:
1. Your payment didn’t go through
2. Your bids are either too high or too low
3. Keyword search volume is too low
4. Your ad has been paused, removed, or disapproved
5. There’s a scheduling or targeting mistake
6. Negative keywords are negating active keywords
7. Your negative bid adjustments are too large
8. Your ad group isn’t focused
9. Your ad copy isn’t optimized
10. Your landing page isn’t relevant
11. Your click-through rate is too low
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.