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.
B2B Marketers: What to Leave Behind in 2019 & What To Adopt in 2020
By Alex Rynne | Jan 22, 2020
The start of the new year is a perfect time to swap out ineffective processes and clean house for streamlining your marketing. LinkedIn interviews four marketers and entrepreneurs to get their insights as to what they will be leaving behind in 2019 and what they plan to expand upon in 2020. We hear from:
- Michael Brenner — CEO, Marketing Insider Group
- David Beebe — CEO, Storified
- Katie Martell — Speaker and Marketing Consultant
- Mandy McEwen — CEO, Mod Girl Marketing
6 Easy Ways to Incorporate Customer Feedback Into Your Marketing Strategy
By Connie Benton | Jan 24, 2020
Using customer feedback can make your business and marketing better. Feedback gives an outside perspective on the business as well as provides a deeper understanding of your customers. Connie Benton shares these six ways to incorporate customer feedback into your business strategy:
- Measure performance
- Create a customer journey map
- Get proactive about public communication
- Use social proof in ads
- Boost your rank on Google
- Have customer-focused brainstorms
7 Trends B2B Marketers & Companies Must Embrace in 2020
By Alexander Kesler | Jan 24, 2020
Marketing is a dynamic industry that requires marketers to stay on top of continuously evolving trends, tools, and topics. Here are some top trends to be aware of as we move into the new year:
1. Superior Websites
2. Higher Quality Content
3. Video Content
4. Personalized Communications
5. Consolidating Martech
6. Chatbots Are Multiplying
7. Email Marketing Is Still Going Strong
Google Ads’ Performance Planner can help predict performance across accounts
By Anthony Chavez | Jan 24, 2020
The new Google Ads’ Performance Planner is a forecasting tool that works with auction data, seasonality, and recent history to help you decide how to allocate your budget across accounts. Anthony Chavez reviews how to use the new tool and how to create a successful plan.
How to Avoid 11 Costly Mistakes When Advertising on Amazon
By Robyn Johnson | Jan 27, 2020
Amazon has added many new programs within the Amazon advertising platform including new targeting options, increased access to display and video ads, and several new reports and data points. It has also significantly reduced the number of organic spots in the Amazon search engine results page (SERP) with the addition of more ad slots and placements for paid search, editorial recommendations, and recommended articles. It may be easy to overlook some important changes. Robyn Johnson covers these mistakes to avoid:
- Treating Amazon Like Google
- Not Investing in Good Campaign Structure
- Not Breaking Out Branded Search
- Making Changes & Reducing Ad Budget Too Quickly
- Not Managing Your Inventory Levels
- Skipping Thorough Keyword Research
- Not Scaling Profitable Campaigns
- Not Testing & Retesting New Ad Programs
- Not Taking Advantage of Amazon Resources
- Not Making Sure Your Listings Are Converting
- Only Using Bid Adjustment to Control Your ACOS
[Hero Academy Video] How and When to Use Negative Keywords
By Jamie Newton | Jan 27, 2020
Negative keywords are the keywords you add into your account that you don’t want your ads to show for to save money being wasted on ad spend. There are a few different ways to find negatives, and there are also a few different ways to exclude them. This video features Emma Smith as she shows you both how to find and exclude negatives, as well as best practices for using them.
eCommerce Advertising in the 2019 Holiday Season
By Andrew Todd | Jan 27th, 2020
Recapping the 2019 holiday e-commerce season, Marin Software shares what happened last season to give you a solid foundation for making this year’s plans. This article highlights some of the key trends in e-commerce advertising, including a shift in ad spend between Black Friday and Cyber Monday, higher ROAS through mid-December, and highlight lower costs-per-click for advertisers through the 2019 season.
Taking Advantage of MCC Scripts for Multi-Account PPC Efficiency
By Jacob Fairclough | Jan 27, 2020
Working at the account level can be restrictive when working across accounts. MCC level scripts provide a solution for handling many accounts. This allows you to scale further and work more efficiently. Jacob Fairclough covers how to work through the AdsManagerApp, formerly the MccApp, and how you can adapt single account scripts to the MCC level.
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.