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.
COVID-19 insights & trends (April 28 edition)
By Nikki DeMare and John Cosley | Apr 28, 2020
Microsoft Advertising has released updated information on search trends and behaviors during COVID-19. They have data reports for the following industries: Automotive, Health & Wellness, Retail & CPG, and Tech & Telco. They are updating these trends on a weekly basis.
Watch: Should you go all-in on brand marketing now?
By Greg Sterling | Apr 28, 2020
Michelle Morgan, Chris Kelly, and I discuss on Live with Search Engine Land about what channels and content are effective now and post-COVID opportunities. We talk about why abandoning the top of the funnel right now would be a mistake, which channels are performing well right now, how to measure top of funnel campaigns, how to connect brand and performance marketing, messaging tone, and how to proceed as local economies begin to “reopen.”
Goal Talk Podcast Episode 12: The Dos & Don’ts of Effective Ad Copy
By Mikayla Wyman | Apr 28, 2020
“Ad copy is arguably the most important aspect of your search marketing campaigns. Often the most visible component of an ad, the copy is the hook, line, and sinker to reel in your target audience,” writes Mikayla Wyman. She interviews Wordstream’s Customer Success Program Manager, Jeff Stevens, on how to write ad copy that inspires clicks for any industry effectively. During the podcast interview, they discuss:
- How to approach writing compelling ad copy.
- How to meet Google’s set of conditions for a high-quality score.
- How to organize your headlines and descriptions.
- Different formats and extensions to utilize.
- How to use keywords for relevancy and extensions.
New LinkedIn Ads Features You Should Know About
By Tim Jensen | Apr 29, 2020
Tim Jensen shares some new features in LinkedIn Ads that have rolled out over the last few months that you should be aware of. They have added new targeting options of potential layers to zero in on the prospects you want to reach, including Company Category, Company Growth Rate, and Member Traits. Conversation Ads are a new form of Sponsored InMail ads that allow for full-funnel campaigns and multiple calls to action. Lastly, you can now include video ad aspect ratios from 1:1 to 9:16 for enhanced mobile user experience.
Boost Facebook E-commerce Results In 2 Steps
By Aaron Childs | Apr 29, 2020
There are several ways to go about e-commerce advertising on Facebook. Aaron Childs explains that if you first map out your conversion funnel and then second, create and segment your audiences, you will reap these benefits to maximizing your ad spend:
- Reduce audience overlap
- Control frequencies
- Create clear stages of the purchase funnel to push users smartly towards the end goal
- Analyze how much it costs to get a new customer vs another purchase from an existing customer.
Message Strategy During Critical Times – Friday Fireside Chat
By Lea Scudamore | Apr 30, 2020
Aimclear’s Joe Thornton and Erik Stafford discuss PR, paid, and organic social messaging strategies for these critical times of the global pandemic. They discuss how and where humor has a place in messaging right now, how some industries are pivoting, and share which brands are hitting the mark, and which ones are dropping the ball with their messaging.
8 Things PPC Advertisers Should Be Doing During COVID-19
By Frederick Vallaeys | Apr 30, 2020
Frederick Vallaeys shares eight tips he has gathered from expert #PPC professionals as to what they are doing in response to the economic crisis that’s resulting from the COVID-19 pandemic. His tips include:
1. Adapt to Survive in a Volatile Market
2. Remain Relevant Any Way You Can
3. Sell by Inspiring & Having Up-to-Date Ads
4. It’s Feast or Famine
5. It’s the Wild West Again
6. Use Audiences to Your Benefit
7. Experiment With Automated Bidding
8. Continue to Learn
5 Ways to Adapt Your LinkedIn Ads During COVID-19
By Michelle Morgan | May 1, 2020
Your LinkedIn advertising campaigns don’t need to stop right now, but they do need to adapt. Michelle Morgan offers strategies to help make your LinkedIn Ads more meaningful, including:
- Stop focusing only on sales
- Build audiences cautiously
- Leverage LinkedIn retargeting
- Continue full-funnel marketing
- Communicate with your customers
Google Merchant Center Releases Price Competitiveness Insights
By Melissa Reilly | May 1, 2020
Melissa Reilly helps us understand the key differentiators from other Google benchmarking data and the recently released Price Competitiveness Insights (beta) in the Merchant Center. The new tool offers ease of use, shows trends over time, provides meaningful summaries for each segment, and gives more comparable data. She also explains how to use this data to explain performance trends, apply to merchandising and pricing team insights, and bidding strategy.
Google Lead Form Extensions Vs. LinkedIn Lead Ads
By Suzanne Taylor | May 1, 2020
Suzanne Taylor compares Google Lead Form extensions and LinkedIn Lead Gen Forms for lead generation advertisers. She reviews contextually how each method works and explains when is the best time to use them. Her overall conclusion comparing the two is that the Google Lead Form Extensions are more limited in terms of collecting data, and the amount of customization on the LinkedIn Lead Gen forms is much more robust.
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.