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.
11 Headline Writing Tips to Drive Traffic & Clicks
By Kristi Kellogg | Jan 2, 2020
A great headline can drive traffic and clicks for your campaigns. A good headline should be relevant to the content, contain a keyword, and generate interest. Kristi Kellogg shares 11 of her best recommendations for writing great headlines, including:
1. Let Keywords Drive You
2. Come up with Multiple Headlines
3. Know that Sometimes Short and Sweet is A-OK
4. Pull a Quote from the Article
5. Leverage a Compelling Statistic
6. Look at Competitors’ Headlines
7. Put a Word in All Caps
8. Use a Question
9. Don’t Forget a Call to Action
10. Use a Number
11. Test Out the Headline – Would You Click It?
The consumer decision journey will drive paid search in 2020
By Christi Olson | Jan 3, 2020
Christi Olson, Contributor and SMX speaker explains in a video how the consumer decision journey is going to drive paid search in the upcoming year. At the same time, organic search’s data push directly to search engines is going to make a bigger impact this year. She recommends really understanding your audiences and how you’re leveraging your audience information over your existing paid search campaigns in this era of hyper-personalization. She also relays that changes to your website can be submitted directly for Microsoft, saving time waiting for the search engine to crawl.
New challenges ahead for attribution with the rise of intelligent tracking prevention
By Simon Poulton | Jan 3, 2020
Simon Poulton, contributor, and SMX speaker shares his insight on intelligent tracking prevention (ITP) in 2020. From what he’s seen from Safari, ITP is going to present the biggest obstacle facing digital marketers from a measurable point of view in the year ahead. He believes marketers will see about 30 to 40% of data being lost for Safari users in the future.
Brands can now buy Walmart sponsored search ads via API partners
By Ginny Marvin | Jan 3, 2020
Walmart Advertising Partners has named Flywheel Digital, Kenshoo, Pacvue, and Teikametrics as initial ads API partners. This comes as an effort to build out Walmart’s e-commerce advertising offerings and attract large manufacturer budgets. Companies using Google Shopping or Amazon Sponsored Product campaigns can switch to Walmart with ease.
How To Find Ads On Facebook and Instagram
By Aaron Childs | Jan 6, 2020
Finding your ads or a competitor’s ads on Facebook and Instagram can help inspire campaign ideas. You’ll need to know where and how to look them up. Aaron Childs walks us through how to access both your own ads and other businesses’ ads.
Standard text ads will live on a bit longer, Microsoft Advertising says
By Ginny Marvin | Jan 6, 2020
Microsoft Advertising will be extending standard text ads until March 31, 2020. Ginny Marvin says we should care because “Advertisers have not been able to create or edit standard text ads in their accounts for two years. Some advertisers may not have touched their ads for two years while others may be running standard and expanded text ads (ETAs) against each other and still seeing strong results from those standard ads.”
What Is Dayparting for Amazon?
By Cassie Pisano | Jan 6, 2020
Cassie Pisano examines how digital advertisers can greatly benefit from having a dayparting strategy in place on Amazon. Dayparting is a term to describe scheduled increases or decreases on search keyword bids throughout the day to increase their bids/visibility during peak converting hours or promotions.
SMX Overtime: Broaden your reach with YouTube campaigns
By Ashley Mo | Jan 6, 2020
Ashley Mo answers some top questions asked during her “YouTube success stories for marketers” session at SMX East. She covers alternative approaches to driving conversions through YouTube ads, video length best practices, bumper ads, and video ad sequencing.
Tracking Offline Conversions in Microsoft Advertising: A Quick Guide
By Tim Jensen | Jan 7, 2020
Tim Jensen walks us through importing offline conversion data into Microsoft Advertising in this short guide. He covers the key differences between Microsoft Advertising and Google Ads offline conversion options, how to set up an offline conversion, compiling conversion data, importing offline conversion data, and adding call extensions.
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.