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.
Three tips to grow your agency using Microsoft Advertising
By Kenneth Andrew | Feb 25, 2020
When agencies aim to help their clients reach new customers and grow their businesses, their business grows too. One way agencies can do this is by extending their offerings on different platforms. Microsoft Advertising has key differentiators that can help your clients get in front of customers in a cost-effective way. Kenneth Andrew discusses how Microsoft Advertising has advantages, including reaching the right audience, delivering the right message, and the Microsoft Advertising Partner Program.
When To Create New PPC Campaigns
By Shannon Macklin | Feb 27, 2020
While no two paid search accounts are the same, there are still some general guidelines to consider when making alterations to an account. Shannon Macklin discusses at which point new paid search campaigns should be created and the process behind it. She limits the discussion to Google Search, Shopping, and Display. She covers different scenarios in these platforms and when the best time to start a new campaign is in those given situations.
6 Easy Content Marketing Tips That Will Save You At Least an Hour This Week
By Becky Zieber | Feb 27, 2020
As PPC professionals, we understand that time is money – and we’re always looking for ways to streamline our process to save time. Becky Zieber shares these easy ideas for shaving off a little bit of time, which could save you up to an hour each week:
- Focus on 1 (or 2 Max) Social Channels
- Write Email and Social Copy at the Same Time You Create Content
- Use the Facebook Save Feature
- Splinter Your Content
- Create an End Time to Your Content Creation Party
- Try Creative Sprints
February Updates to Paid Advertising Platforms
By Kamlyn Spivey | Feb 28, 2020
Kamlyn Spivey shares the major updates to paid advertising platforms from February. From Google Ads, she reviews sharing remarketing lists across your account manager, saying goodbye to accelerated delivery, and easier change history tracking. From Microsoft Advertising, she covers If functions, and new Shopping Campaign Product Group capabilities and scripts.
Amazon search ads: How to advertise on Amazon — profitably
By Ginny Marvin | Mar 2, 2020
Ginny Marvin recaps Kaitlin McGrew’s presentation on profitable Amazon advertising strategies from SMX West 2020. Amazon advertising has evolved dramatically, making competition fierce. Advertisers need to be savvier to ensure they’re ad campaigns are profitable. Key highlights include:
- Calculate ASIN-level profit margins
- Market to the full funnel on Amazon
- Organize campaigns for control, profitability
- Achieve ASIN-readiness
Amazon Advertising Strategies 101
By Kenshoo | Mar 2, 2020
Having a strategic Amazon advertising strategy is essential for retail brands. Kenshoo provides a quick best practice course on key Amazon advertising strategies, and what you need to know about Amazon paid and organic marketing. They review:
- Sponsored Products
- Sponsored Brands
- Ad copy
- Visual creative
Scheduling Facebook Ads With Automated Rules
By Aaron Childs | Mar 2, 2020
You may already be familiar with using ad set start and end dates to schedule your Facebook Ads. However, you can also schedule your ads to turn off and on with automated rules. Aaron Childs clearly outlines how to set up automated rules for ad schedules in 5 easy steps.
My Favorite New LinkedIn Features to Save Time & Improve Targeting
By Andrea Taylor | Mar 2, 2020
Recent LinkedIn Ads platform updates enable ways to cut down costs, expand audience sizes and improve targeting. Andrea Taylor reviews some of her favorite new features that she finds particularly useful, including:
- Narrow Audience Using AND Targeting
- Expand Audience Using OR Targeting
- Forecasts for Audiences
- Save Audience as Template
- Geographic Targeting Expansions
Remarketing Playbook: 8 Types of Remarketing You Should Be Doing
By Tim Jensen | Mar 3, 2020
Remarketing campaigns are so much more than installing a pixel and letting it cruise. Audience segmentation and messaging are crucial. Tim Jensen shares these 8 types of remarketing campaigns you should be using for better results:
1. Pricing Page Visitors
2. Industry-Specific Page Visitors
3. Cross-Channel Remarketing
4. Cart Abandoners
5. Previous Purchasers
6. Higher Funnel Converters
7. Video Viewers
8. Facebook/Instagram Page Engagers
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.