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.
Coronavirus disrupts search, digital ad budgets
By Ginny Marvin | Mar 10, 2020
Uncertainty has every business sector on edge. PPC experts and media share buyers discuss how they see the Coronavirus disrupt search and digital ad budgets. “Last week, Needham analysts Laura Martin and Dan Medina said there is evidence of lower spending in travel, retail, consumer packaged goods and entertainment, which together, they estimate, represent 30% to 45% of Facebook’s total revenue,” writes Ginny Marvin. Many marketers are making dramatic adjustments to near-term budgets.
4 Reasons Your Facebook Ads Are Not Delivering (& What to Do About It!)
By Michelle Morgan | Mar 10, 2020
It’s frustrating to check in on your Facebook Ads performance and see zeros across the board. Moving beyond the obvious (are they turned on, are you looking at the right date range), Michelle Morgan discusses four reasons why your ads may not be showing and how to fix it, including:
- Your audience is too small
- Your ads are disapproved or limited
- Your ad has very bad or low engagement
- Your bid/budget parameters are too restrictive
The Grind! How to Rank Higher on Amazon
By Dan Saunders | Mar 11, 2020
‘The Grind’ is one of the most common optimization strategies on Amazon Ads. It involves several different mechanisms that work together closely – similar to the mechanisms for SEO, CRO, and PPC in relation to search marketing for Google. Dan Saunders organizes the work on optimizing for Amazon into five key areas that will help you rank higher on Amazon: Organic, PPC, CRO, Outside referrals, and Sales. He reviews how to optimize for each of these areas.
What is Programmatic Advertising? A Complete Guide
By Tom Whatley | Mar 11, 2020
Programmatic advertising analyzes your target audience and serves ads to them in real-time. You can target audiences based on the context of the website they are visiting, their keyword searches, user cookies, additional audience data from DMP (data management platforms), and geography. These targeting parameters allows for a greater degree of personalization in your advertising. It provides you with access to ad inventory beyond SEM, including major online publications, screens at restaurants or malls, on streaming sites like Hulu and beyond. Tom Whatley covers the advantages of advertising with:
- Connected TV Advertising
- Native Advertising
- YouTube Video Advertising
- Digital-out-of-home (DOOH)
- Social Advertising
Experience Through the Eyes of CRM
By Frank Lee | Mar 11, 2020
“It’s fair to say that CRM is all about delivering the ‘best’ experiences possible to any given customer at any given moment,” writes Frank Lee. Lee recommends that CRM strategists view the customer experience through the lens of three “eyes” simultaneously. First, as a Librarian to know and understand every detail that can be assembled about each customer, or prospect, who has interacted with your brand. Second, as a Radar Operator to see where they are at in the sales funnel. And third, as a Conductor in control of how the data is being tested and used.
8 Steps to Create Winning Business Proposals for Your Prospects
By Brett McHale | Mar 11, 2020
“Understanding how to properly articulate the value you will bring to a potential client in a written proposal is something that can be templatized and adjusted to fit each new prospect’s specific needs,” writes Brett McHale. He provides a clear step-by-step guide for crafting such a template for winning business proposals, including:
1. Get the information you need to draft the proposal
2. Keep your account audit separate
3. Set the main objectives
4. Outline the project scope and key tasks
5. List the requirements
6. Define the timeline
7. Discuss the pricing
8. Follow up
How to Address Low Search Volume Keywords in Google Ads
By Elliot Kemp | Mar 12, 2020
What do you do when Google flags your keywords as ‘low search volume’ and won’t trigger ads for them? It’s a common situation for Search advertisers, and Elliot Kemp explains a few ways to address the issue by:
- Knowing why a keyword is considered low volume
- How to avoid a low volume keyword
- What to do if your product/service is super specific and you can’t avoid low volume keywords
4 Tactics for Growing Online-to-Offline Conversions
By Farah Shalwani | Mar 13, 2020
Offline sales still drive the bulk of consumer economics, so marketers must optimize not only for what happens online but also for offline conversions. Farah Shalwani provides tips on how to drive more high-quality calls and in-store visits that result in sales, including:
- Create an ideal online-to-offline customer experience
- Incorporate social media
- Localize your branded content
- Remember that mobile’s influence on offline sales continues to grow
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.
English