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.
The 20 Best B2B Landing Page Examples of 2020
By Luke Bailey | Apr 14th, 2020
If you need a little landing page inspiration, Unbounce shares 20 of what they consider top B2B landing pages. They picked landing pages that utilize these key factors:
- Create an engaging experience that makes prospects acutely aware of the problem you solve.
- Promote your offer clearly and simply.
- Cleverly lead visitors through consideration, towards conversion.
A simple script to compare search behavior before – and during – COVID-19
By Martin Röttgerding | Apr 15, 2020
The pandemic has changed consumer’s search habits, which are affecting PPC accounts. To help you keep track of search behavior before and during the pandemic, Martin Röttgerding shares a script that charts out the percentages of your clicks and conversions with regard to devices, weekdays, and hour of the day. It compares February to the last four weeks can be used in a single Google Ads account or an MCC.
How to Turn Off Automated Ad Extensions in Google Ads
By Joe Martinez | Apr 15, 2020
As marketers, you should be familiar with Google’s push for automating nearly all aspects of your paid ad campaigns. Some people may find that their manual ad extensions are performing better than Google’s automated performance. If that is the case and you want to turn off automated ad extensions in Google Ads, Joe Martinez walks you through how to get that done.
3 Connections Between Paid Search and CRO
By Shannon Macklin | Apr 15, 2020
Shannon Macklin has found from experience that when you combine PPC and CRO as a strategy, you can make the most of the user experience from the initial search to the time a user completes a purchase or fills out a lead form on your site. She examines why congruency, knowing your audience, and the part Google Analytics plays in using PPC and CRO together.
Advertisers See Increased Demand and Revenue as Americans Start to Receive Stimulus Checks
By Melissa Reilly | Apr 16, 2020
As Americans are starting to spend their stimulus checks, Merkle is reporting some interesting trends. Advertisers across a variety of industries saw lifts in conversion rate and revenue, with some retailers reaching levels similar to 2019 Black Friday numbers. Melissa Reilly recommends advertisers should key actions to manage through this change in demand, including:
1. Track performance closely for the next few days to see if demand continues
2. Work closely to understand any issues in fulfillment or supply chains
3. Inform your bidding calculations or algorithm of any anomalies
4. Stay informed of news updates for any additional large-scale stimulus deposits over the coming weeks
5 Tried-and-True Formulas to Take Your Copywriting to the Next Level
By Lisa Smith | Apr 16, 2020
Lisa Smith shares five copywriting formulas that you can use and adapt to your goals and strategies. These formulas are tried and true over the test of time and are great to lean in on if you’re stuck. They include:
- The 4Cs: Clear, Concise, Compelling, Credible
- Problem, agitate, solution (PAS)
- Bridge after bridge
- Attention, interest, desire, action (AIDA)
How Pandemics Reshape Advertising
By Stephanie White | Apr 16, 2020
Stephanie White takes a look at how the pandemic has reshaped advertising and what the long term effects may be. Some businesses have had to create special offers or discounts. In contrast, others restrict their advertising budget, with most needing to use more sensitive messaging to not take advantage of the situation. Many advertisers are focusing on top of funnel content to educate consumers. It does seem like there may be permanent changes in consumer behavior and advertising as a result of this global pandemic.
Pausing Your PPC Campaigns Due to Coronavirus? Read this first…
By Shirish Agarwal | Apr 16, 2020
Before pausing your PPC campaigns altogether, a better strategy might be to try and leverage the market opportunities (lower CPCs) by reducing your spending and getting more for your money. With CPCs dropping 50% across the board, advertisers who do continue with their campaigns, they get to enjoy leads at significantly lower costs than before. Shirish Agarwal recommends taking advantage during this time to:
1. Adjust Your Ad Schedule To Show Up During The Best Performing Times
2. Look At The Device-Level Performance Data To Cut Out Waste
3. Deep Dive Into Your Keyword & Position Level Data To Find Quick Wins
4. Refer To Your Auction Insights Data
5. Adjust Your Keyword Mix Based On Their Performance
How To Lower Your Amazon Marketing ACoS
By Tanner Schroeder | Apr 21, 2020
The Amazon Ads platform has been shaken up with recent shifts in consumer purchasing habits. Many advertisers have noticed their ACoS beginning to increase above goal. If that is the case for your accounts, Tanner Schroeder recommends making changes to bid strategy, product targeting, and how you monitor your store.
5 Survival Tips for Today’s PPC Marketers
By Brooke Osmundson | Apr 21, 2020
Marketing agencies have been hit just as hard as many other industries during the pandemic. Brooke Osmundson shares some survival tips for both work and personal life, including:
- Practice Empathy
- Pivot Strategy
- Be Proactive
- Re-Master Your Skill Set
- Learn a New Skill
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.