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 Challenge Google Ads Trademark Disputes
By Chris Sheehy | Jan 8, 2020
Do you know what to do if Google sends notice that you’ve violated a trademark? Chris Sheeby explains that with a bit of due diligence, patience, and a calm demeanor, ad restrictions and disapproval reversals are possible. He shares a case where he was able to do research and reverse a trademark dispute for a client. The process was long, but he did win in the end.
6 Research-Backed Ways to Reduce Churn
By Segun Onibalusi | Jan 8, 2020
Keeping an eye on an organization’s churn rate is the key metric that gives the clearest idea of how long the organization will be in business. Segun Onibalusi offers six researched ways to reduce churn and retain more customers, including:
1. Over-deliver during the first customer interaction
2. Educate people about using your products
3. Focus on security to gain each user’s trust
4. Work on your onboarding experience
5. Increase communication with your customers
6. Incentivize customers to keep using your product
B2B Paid Advertising in 2020 with Greg Finn [PODCAST]
By Brent Csutoras | Jan 9, 2020
On The Search Engine Journal Show, a podcast, Brent Csutoras interviews Greg Finn, partner and Digital Marketer at Cypress North. Finn discusses the top paid search strategies that B2B companies need to focus on in 2020. He talks about attribution, audience target in search, and advertising on LinkedIn.
I Spent $10 M+ on Google & Facebook Ads—Here’s What I Learned
By Kristina Simonson | Jan 9, 2020
Kristina Simonson shares her top lessons learned by spending over $10 million in paid advertising, which estimates to over 90M impressions and 4M clicks captured. Here are the five most important lessons:
- Intent, intent, intent
- Master the algorithm
- Optimize for quality
- Tracking and alerts are crucial
- Make your channels work together
Google Ads testing custom dimensions to enable reporting based on your business structure
By Ginny Marvin | Jan 10, 2020
Custom dimensions in Google Ads allow you to append annotations to your campaigns to report on categories and subcategories aligned with your business structure and goals. Custom dimensions can make your life easier as they are designed to apply to all of your campaigns and stay consistent for the long term.
Responsive search ads available globally in all Microsoft Advertising interfaces
By Ginny Marvin | Jan 13, 2020
Advertisers in all available markets can now set up responsive search ads in their Microsoft Advertising accounts. Ginny Marvin recommends testing combinations and five ads max per ad group.
Kenshoo Online Shopper Survey: Walmart Is the Second Most Popular Destination in the US
By Chris “Coz” Costello | Jan 13, 2020
Walmart has been upping its investment in ecommerce with the announcement of launching a marketplace for ads. Kenshoo, one of Walmart Advertising’s API launch partners, took a closer look at how more than one thousand consumers engage with and perceive Walmart’s digital experience. Its survey revealed:
- Walmart is the second-largest online marketplace in the U.S. with almost half of respondents have either visited or purchased from Walmart.com (or its shopping app) in the last six months.
- Walmart.com and Amazon.com are seen as broadly similar, but with key differences.
- Google and Facebook still dominate the shopping research phase
A Deep Dive Into Advanced Pivot Tables for PPC
By Diane Chelius | Jan 13, 2020
Diane Chelius, building on a previous pivot table post, explains in detail how to look at audiences, ad copy, and data over time. By formatting your pivot table, you will find that you can turn raw data into easily digestible bits of information for you and your clients. She reviews how to set up and use audience data, ad copy data, and dates.
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.