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 Drive More Revenue to Your Search Campaigns with Third-Party Audiences
By Amy Bishop | Oct 1, 2019
Third-party audiences can be a great way to optimize your existing campaigns to run more efficiently and reach relevant prospects that you otherwise may not have had access to. The key is to know which audiences your target markets fall into, or stated another way: which audiences are most likely to drive more revenue. I walk you through how to use third-party audiences, and how to use Google Ads and Google Analytics to identify the best third-party prospecting audiences.
Reach and empower more people with Accessible Marketing
By Kenneth Andrew | Oct 3, 2019
Sometimes small businesses fail to create marketing and media materials that are accessible to people living with disabilities. Accessible Marketing is the practice of helping as many people as possible receive your marketing and media communications, including people with disabilities. Microsoft Advertising is offering resources towards using Accessible Marketing, including an eBook, Accessible Marketing for small businesses: A how-to guide to help you reach and connect with more customers.
Content in B2B PPC Strategy: Building Audiences & Leveraging Funnels
By Abby Woodcock | Oct 3, 2019
Once you have researched and studied your audience to know what content will resonate with them at various parts of the funnel, it’s time to pick the right PPC channel. The channels you decide to leverage will largely depend on your goals, available budget, type of content, and where you think your target audience resides. By aligning the content type with the stages in the funnel, the CTAs and offers will produce better conversions.
LinkedIn retargeting strategies: B2B advertising for the win
By Lauren Crain | Oct 3, 2019
LinkedIn’s professional and content-heavy focus gives B2B marketers unique capabilities to interact with users who are still in the funnel but have not converted. Lauren Crain walks you through how to push users closer to purchase with LinkedIn retargeting strategies. Early-stage retargeting can be done with lead generation forms on LinkedIn to reach past website visitors that showcase demos or high-quality content for their email address. For mid-funnel retargeting it is valuable to showcase testimonials from current clients, non-gated whitepapers, blogs, infographics, and videos to segmented audiences in your CRM.
Why You Need to Start Working on Your Holiday Marketing Strategy NOW
By Eva Gutierrez | Oct 3, 2019
The time to pull your marketing teams together for holiday season brainstorming is right now, not the end of October! Eva Gutierrez shares some tips for your brainstorming sessions, including:
- Figure Out What Holiday(s) Your Audience Cares the Most About
- Use Urgency to Show Customers This is a Short-Term Deal
- Compare Your Holiday Ads with What’s Working Already
- Use Holiday Specific Content to Drive Website Visitors to Your Landing Page
Google Ads New Features: Four Must-Know Changes
By Pam Neely | Oct 3, 2019
The Google Ads platform is constantly changing, and fast! To help keep you on top of the most important new features that are most likely to affect your daily life and campaign success, Pam Neely shares these four important changes:
1. New Audience Targeting Capabilities for Search Campaigns.
2. Parallel Tracking Became Mandatory for Display Ads.
3. Keyword Planner Has Many New Changes.
4. New Smart Bidding Strategy: Maximize Conversion Value.
Facebook Ads Event Tracking Tool
By Ryan Opal | Oct 3, 2019
Digital marketers set up tracking to count leads, track e-commerce revenue, calls, and any other element that may affect a campaign, which isn’t always the most enjoyable task! Facebook has made tracking multiple events across their platform easy to set up in minutes with their Event Tracking Tool. Ryan Opal walks you through step by step how to set event tracking up in Facebook.
8 Ways to Improve Your LinkedIn Lead Generation Ads Today
By Michelle Morgan | Oct 7, 2019
LinkedIn is an ideal place for PPC advertisers to generate B2B leads because of targeting options and highly engaged users. Michelle Morgan offers some best practices for your LinkedIn Lead Generation Ads, including:
1. Have something valuable to offer
2. Integrate your CRM to follow up with leads right away
3. Give your form a useful, systematic name
4. Treat the LinkedIn lead gen form text fields like a landing page
5. Balance volume and quantity
6. Leverage hidden fields if you need to
7. Tag your landing page URL with properly UTM tags
8. Give users two ways to get their information
What Happened When I Gave Facebook Targeting Expansion a Try
By Kristin Palmer | Oct 7, 2019
Facebook Targeting Expansion permits Facebook to show your ads outside of the audience(s) in your ad set to those Facebook “thinks” will give you either more or cheaper results. Kristin Palmer shares a use case example from one of her clients that she tested Targeting Expansion. She found that the ad set with Targeting Expansion turned on had a higher CTR and lower CPC, cost per result, and cost per landing page view.
How Retailers Should Take on the 2019 Holiday Season
By Cat Jolly | Oct 7, 2019
The holiday shopping season is just around the corner and can be a bit chaotic for shoppers and marketers alike. Cat Jolly recommends these tips to make it through the season this year:
1. Be Relevant to Break Through the Clutter
2. Bridge the Gap Between Online and In-Store
3. Promote Your Holiday Sales Early
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.