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 Make Bulk Ad Edits in Google Ads Interface
By Bethany Bey | Nov 4, 2019
When you need to make edits across a range of ads in Google, you probably use the Google Ads Editor. Bethany Bey shares examples on when and how to use Google Ads Editor for bulk ad edits, including writing new ads for testing, and duplicating new ads across multiple campaigns and ad groups.
Everything You Need to Know About Single Keyword Ad Groups (SKAGs)
By Tom Whatley | Nov 6, 2019
Many PPC advertisers have asked if Single Keyword Ad Groups (SKAGs) still work. Tom Whatley explains, “it depends. For more seasoned SEMs, this approach may seem outdated and unnecessary. For smaller advertisers, however, there are still many benefits to using SKAGs – especially if you have a small or complex product inventory.” Whatley suggests SKAGS for these circumstances:
1. Better Click-Through Rates
2. A Stronger Quality Score
3. More Impression Shares
4. Better Average Positions
5. A Cheaper Cost-Per-Click
6. A Better Landing Page Experience
7. More Conversions
5 Optimization Tips to Maximize Sales This Holiday Season
By Samantha Kerr | Nov 6, 2019
Samantha Kerr shares some tips to position yourself for maximal online sales this holiday season. High-quality images and videos will help buyers engage with your products. User-generated content will make your products relatable and reduce some of the work on your marketing teams. Customers will be expecting deals, discounts, and promotions. Make sure you are mobile-optimized, and your checkout process is seamless.
What Are Your Favorite PPC Bookmarks?
By Kristin Palmer | Nov 6, 2019
The Clix Marketing Team shares the PPC tools they have bookmarked that help them and their clients with their work:
Abby Woodcock – FB Text Overlay Tool
Bethany Bey – Facebook Ads Library, Sprout Social Landscape
Joe Martinez – YouTube Mockup Tool
Kristin Palmer – Add A Character Before Each Word, Mobile-Friendly Test, Image Compression
Michelle Morgan – Google Developers Page Speed Insights
Tim Jensen – Google URL Builder, Canva
Sponsored Display: An Overview of One of Amazon’s Newest Ad Options
By Melissa Reilly | Nov 7, 2019
Amazon’s Sponsored Display empowers advertisers to retarget shoppers off-Amazon without using the Amazon DSP, offering the first opportunity offered to non-DSP customers to reach audiences beyond those actively shopping on Amazon. Some key differences that separate Sponsored Display from advertising on the DSP:
- Cost Model
- Creative
- Targeting
3 Reasons Why Your Cross-Platform PPC Strategy Needs Quora Marketing
By Joe Martinez | Nov 7, 2019
If you are looking to expand your marketing to more markets for your clients, you may want to consider advertising with Quora. Joe Martinez shares three reasons why you would want to add Quora to your cross-platform strategy:
- Your target audience is probably on Quora
- You can target that audience for less on Quora
- You can use Quora’s targeting to build remarketing audiences
Get Negative – How to Overcome Objections on Your Landing Page
By Adam Lundquist | Nov 8, 2019
Of course, you need to be able to clearly cover benefits and features on your landing pages. But you also need to overcome objections by addressing the negatives as well. Adam Lundquist recommends:
- Research, Discover and Understand What Users Objections Are
- Address and Overcome Objections on the Landing Page with a FAQs and Chatbots
- Overcome Objections by Reframing Them
CMOs: Three Reasons Why 2020 Must Be the Year You Double Down on Your Retail Omnichannel Marketing Strategy
By Joshua Dreller | Nov 11, 2019
“Buyers now have myriad ways to shop at their disposal, including mobile, desktop, social, search engines, and physical locations. As the number of channels most consumers use during their decision-making process is also rapidly growing, with that growth comes new opportunities,” states Joshua Dreller. If you want a successful retail marketing strategy, you need to be everywhere, because that’s where your customers are. Customers are using more channels than ever before, so your brand needs to be following them at multiple touchpoints. Omnichannel marketing will reach generational differences in customers and give you a competitive advantage.
5 Innovative PPC Tactics to Try Today
By Navah Hopkins | Nov 11, 2019
Managing PPC accounts tends to be a bit habitual over time, especially with legacy accounts. Navah Hopkins suggests trying these tactics to break the mold:
- A Single Long-Tail Broad Match Keyword, with Every Other Word Added As Negatives
- Lead with Display, Remarket with Search
- Sequester Branded & Competitor Terms in Their Own Campaigns
- Use DSA for Keyword Research
- Invest Aggressively in the Beginning and Then Roll Spend Back
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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