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.
What Google Partners Changes Mean For Agencies & Clients [PODCAST]
By Greg Finn | Feb 20, 2020
The Search Engine Journal Show podcast features hosts Greg Finn, Andrea Cruz, and Sam Ruchlewicz discussing what the Google Partners changes mean for agencies and clients. There are three main differences than in the past: Spend, certification, and company performance. They discuss the benefits to having the Partners badge and their opinions on the changes.
A quick guide to understanding Google’s quality rater guidelines
By George Nguyen | Feb 20, 2020
The quality rater guidelines (QRG) remain an intimidating resource for many digital marketers. George Nguyen recaps Jennifer Slegg’s presentation from SMX West in San Jose. She discussed how Google views the QRG, what quality raters do, and explained four of the guidelines’ most important themes for publishers, including:
- Expertise, Authoritativeness, Trustworthiness
- Needs Met
- Your Money or Your Life
- Page quality
Sponsored Products with Walmart Media Group: What Sellers & Marketers Need to Know
By Elizabeth Marsten | Feb 20, 2020
Elizabeth Marsten discusses how advertisers can take advantage of Walmart’s latest e-commerce offering. She covers what sellers need to qualify to sell in the Walmart Market place, the lower competition, Walmart Sponsored products, campaign types, and the trends that she is seeing.
Ecommerce SEO: Optimizing and Ranking Category Pages
By Ronald Dod | Feb 21, 2020
“In the world of eCommerce, search engine optimization is a preeminent strategy for scaling a business. This fact becomes evident when one realizes that 39 percent of all global traffic comes from search, ” writes Ronald Dod. It is critical to optimize category pages as these destinations naturally target many keywords that consumers search. That said, these pages tend to contain the least content, thereby making them difficult to optimize for some. He reviews how to optimize these pages to boost their SERPs.
Stop phrase and broad match modifier keywords from unnecessarily spending on close variants with this script
By Daniel Gilbert | Feb 21, 2020
Daniel Gilbert shares a script that automatically applies phrase match negatives to your BMM and phrase match keywords to prevent them being triggered by close variant search queries.
How to tackle rising Facebook CPAs
By Taylor Peterson | Feb 21, 2020
Taylor Peterson recaps Madeline Fitzgerald’s presentation from SMX West in San Jose where she discusses how advertisers can make their social ad dollars go further by re-thinking campaign fundamentals. She deconstructs Facebook CPCs and stresses that conversions are in the creative.
How to Layer Audiences & Keywords to Uncover Cheaper Clicks
By Mike Emiliani | Feb 24, 2020
CPCs have risen year over year, making it harder to deliver results on smaller or restricted budgets. Mike Emiliani shares a strategy for a targeted, cost-effective solution for growth in an increasingly competitive search marketing landscape by layering audiences and keywords. He explains how to layer audiences on top of keywords for better targeting—and better results as an effective way to find who is both proactively searching for a particular good or service and in a higher stage of readiness to buy than someone else.
4 Google Ads Automated Rules To Try
By Matt Umbro | Feb 24, 2020
Matt Umbro suggests that automated rules, scripts, and third-party tools should be used in addition to your normal everyday management. He covers these four Google Ads automated rules you should try:
- Increase CPC Bids
- Pause Ineffective Keywords
- Increase Bids on Low IS
- Receive Emails for Ineffective Ads
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.