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.
The 11 Landing Page Best Practices to Swear By
By Mary Lister | Jan 15, 2020
Landing pages are ubiquitous in the world of digital marketing. When most marketers see a ‘poor’ landing page, they take a mental note as to what not to do in their own marketing. Mary Lister provides a list of best practices marketers should be doing, including:
1. Align your landing page with the goal of your ad campaigns
2. Simplify your forms
3. Test your copy and CTA
4. Keep the design straightforward and easy to navigate
5. Leverage case studies and social proof
6. Keep your landing page mobile-friendly
7. Make sure it loads quickly
8. Put the important information above the fold
9. Update your landing pages regularly
10. Add a thank you page
11. Build your landing page for SEO
5 Things Retail Advertisers Should Focus on in 2020
By Maria Breaux | Jan 15th, 2020
Keeping an eye on digital marketing trends is important to stay on top of emerging innovations and consumer behaviors, especially in the retail advertising space. Maria Breaux identifies these five things that every retail advertiser should know this year:
1. Gray Markets
2. Reviews and Ratings
3. Your Cross-Channel Strategy
4. Your Delivery Practices
5. The Latest Innovations
Video: John Morabito on uncovering opportunities in branded search
By Barry Schwartz | Jan 15, 2020
John Morabito, the Director of SEO at Stella Rising, sits down with Barry Schwartz for an interview in this video. They discuss opportunities in branded search and how to keep resellers or competitors outranking you for your own brand name and product names.
Tips For Successful PPC Analytics Projects
By Rachael Law | Jan 16, 2020
Rachael Law provides an outline to guide your PPC analytics projects, keeping them organized and on point. She explains how to set up, with examples: goals, cost, timeline, scope, stakeholders, data requirements and communication tips.
How to Maximize Marketing Dollars with Facebook’s Audience Targeting
By Ilon Weeldreyer | Jan 16, 2020
Advertisers can reach new and existing customers using Facebook’s Audience Targeting. Ilon Weeldreyer dives into targeting capabilities most advertisers have at their disposal within Facebook. He covers Geotargeting and Demographic targeting.
3 Simple Tips to Leverage First-Party Data to Boost PPC Performance
By Ben Wood | Jan 16, 2020
What does the future of PPC hold? Expanded use of automation and more advanced audience targeting. The need to incorporate valuable first-party data to feed machine learning has never been greater. Ben Wood outlines how first-party data can be used to power PPC campaigns and improve results, including:
1. Integrate Data Sources with Google Analytics
2. Set Accurate Targets & Bids
3. Use Offline Conversion Data to Feed Smart Bidding
4 Ways You’re Not Utilising AI Properly In Your PPC Campaigns
By Danielle Strouther | Jan 17, 2020
Most of us have heard by now the importance of AI in our PPC campaigns. But knowing about AI, or even having some AI capability isn’t enough. It would be best if you used AI properly to get the most benefit. Danielle Strouther explains 4 common ways AI is not appropriately used in PPC campaigns, including:
1. Not using AI in the right areas
2. Using inefficient PPC scripts
3. You’re overcomplicating it
4. You’re too reliant on AI
How To Use The Facebook Event Setup Tool
By Kristin Palmer | Jan 19, 2020
To track your events in Facebook Ads Manager, you can use the Facebook Event Setup Tool for Web. You will need to have the Facebook Pixel already on your website and have the appropriate admin right. Kristin Palmer walks us through how to set up Standard Events on Facebook, including how to troubleshoot if needed.
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.