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.
24 Clickable Banner Ads Examples (And Why They Work!)
By Connor Bond | Mar 2, 2020
Connor Bond shares 24 top examples of clickable banner ads. He explains why each banner ad example works – some themes stand out: “the versatility and effectiveness of side-by-side comparisons, the emotional power of visual imagery, the need to undermine skepticism, and so on.”
Feature Focus: “Always Be Testing” with Microsoft Advertising’s Responsive Search Ads
By Kelly McGuigan | Mar 4, 2020
Creative and having great ad copy is one of the main factors in successful paid advertising. The challenge advertisers run in to is that writing and testing ad copy to find the very best combinations of headlines and descriptions can be time-consuming. With Microsoft Advertising’s new Responsive Search Ads, marketers now have help to come up with the very best paid search creative. Kelly McGuigan covers why Microsoft Advertising’s RSAs save time and some best practices.
Google Ads significantly streamlines attribution reporting
By Ginny Marvin | Mar 5, 2020
Attribution reporting in Google Ads is updating to be more streamlined for reporting. The name is also changing from Search attribution to simply Attribution. While the streamlining is easier to navigate, it does come with a loss of granularity in the reports.
Align Your Video Ads with Your Sales Funnel: Here’s How
By Torrey Tayenaka | Mar 5, 2020
Torrey Tayenaka explains that marketers need to “know about the super-effective sales funnel system for capturing and converting leads and how video is being leveraged as one of the most successful methods of moving potential leads where you want them to be—at your door.” She shares how to start aligning your video ads with your sales funnel—including video ad ideas for each stage of the funnel.
PPC & CRO Congruence: Why It Matters
By Alexandria Nixon | Mar 5, 2020
Making sure your PPC and CRO strategies align with a congruence analysis is an essential step of optimization. After all, you want your ads to convert! Alexandria Nixon covers a few key areas to review to make sure your user experience is as effortless as possible, including:
- Visual Congruence
- Lingual Congruence
- User Intent
Will RSAs help or hurt your account? This script will help you figure it out
By Frederick Vallaeys | Mar 5, 2020
There are mixed reviews on the effectiveness of PPC automation. Google reports great things, and account managers report less enthusiastic results. Frederick Vallaeys provides a script to help you test whether or not an RSA is working for your account. He shares an automation layering technique and a script that will help you automatically monitor RSA performance down to the query level and give ideas for how to optimize your account.
What Is Ethical PPC & Why Does It Matter?
By Luke Davis | Mar 6, 2020
“Ethical PPC is the practice of online advertising that promote services or products with expertise, authenticity, and transparency,” writes Luke Davis as he defines what ethical PPC is. He examines E-A-T, which stands for Expertise, Authoritativeness, Trustworthiness, creating ads for people not clicks, YMYL, and click fraud.
Why An Omnichannel Strategy Is The Key To Facebook Ads Success
By Danielle Strouther | Mar 6, 2020
Conversions aren’t linear – they’re complicated, unique and ever-evolving. An omnichannel approach will help you get a better view of how your customers are interacting with your brand. You can easily go omnichannel with Facebook advertising if you’re using the right tools and metrics, especially with Facebook’s offline conversions.
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.