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.
Python in a Marketing World Episode 1: Reporting With The Google Analytics API
By Michelle Robbins | May 5, 2020
Aimclear has announced a new video series they are producing, “Python in a Marketing World,” hosted by Tanner Riebel. The series provides a jumpstart for marketers interested in learning Python. Python enables marketers to quickly analyze large datasets, create on-the-fly visualizations, and collate data from multiple channels. While not intended to be comprehensive Python or cloud data analysis courses, the series will provide quick scripts and tips for those marketers expanding their skills and looking for use cases that can be easily implemented. Episode 1: “Reporting With The Google Analytics API” includes:
- A detailed walkthrough of a script for pulling Google Analytics data
- Example script available for download so you can easily get started pulling your own data
- Additional resources highlighted to help you navigate the Google Analytics API
A script that detects anomalies at a local level
By Frederick Vallaeys | May 5, 2020
Frederick Vallaeys shares his script that alerts advertisers when there is an anomaly in performance in a specific location: the Geo Anomaly Detector. With coronavirus, there are two unexpected new factors in play that impact geographic performance: how local governments restrict what businesses can do and how consumer behavior changes in response to the virus. Finding out when KPIs behave in unexpected ways in a particular location was the premise for the Geo Anomaly Detector.
Using Facebook Lookalike Audiences to Grow Faster Online
By Garrett Hughes | May 5th, 2020
Facebook lookalike audiences is an advertising tool that lets you use the customer data you already have to find more high-converting prospects. Lookalike audiences are a great way to use customer information that you already have to grow your online presence quickly. Garrett Hughes walks you through how to set up a Facebook Lookalike Audience using existing customer data, and explores different ways to use them.
Goal Talk Podcast Episode 13: The Anatomy of a Money-Making Landing Page
By Mikayla Wyman | May 5, 2020
Mikayla Wyman chat’s with Zina Kayyali on the Goal Talk podcast, discussing the anatomy of high converting landing pages. In this episode, they talk about tips and information you need to set up landing pages that help with Quality Score, and boost traffic and conversions. Topics covered include:
- Essential aspects of a landing page all advertisers need to include.
- Best practices for effective landing pages.
- How landing pages should be structured.
- How to create a landing page without a developer.
- How to approach testing your landing pages for increased performance.
- Different ways to use landing pages for each advertising platform.
Advertisers signal glimmers of optimism, start spending again
By Ginny Marvin | May 5, 2020
The business impact of the pandemic seems to be situational. Early May is showing a shift in sentiment, with many advertisers starting to spend again. Several online travel agencies (OTAs) have resumed paid search advertising, WordStream reports that search campaign conversion performance improved across verticals on both Google and Bing in April from March, and quarterly financial reports from Google, Facebook, Snap and Amazon all indicated the worst might be behind us. Agencies and CMOs are hopeful as they expect to see recovery, although not rapid growth.
When Smart Bidding Is Not the Smart Choice
By Ben Ó Mathúin | May 6th, 2020
The rapid changes in consumer behaviors that we’ve seen require flexibility, control, reactivity and transparency across all aspects of digital programs, optimization, and budget allocation. It’s important to consider the restrictions that Google’s automated bidding solution presents in the current climate. As we emerge, and consumer behavior continues to evolve, agility is the only option. Marketers need to use everything they can to control shifts, react, and be flexible to their surroundings.
Your PPC Reentry Plan: 3 Ways to Proceed with Paid Search Campaigns
By Jonathan Kagan | May 6, 2020
As advertising is starting to rebound and you may be getting ready to jump back into PPC, Jonathan Kagan says, “if you want to keep operating as a business, you need to get back into the market quickly, but with some degree of logic.” Meaning, you need to prepare for re-entry as your old strategies may no longer work with new consumer behavior. He discusses these three phases of re-entry:
- “Unfazed”: Pick right back up where you left off. Pretend we aren’t on the cusp of a recession, and try and pick up right where you left off.
- “Open the Floodgates”: Drown the market in investment, fill the top of the funnel as fast as you can. To have it pay out later, and recover your bottom of the funnel.
- “Profit First”: Conservatively return. Focus at the bottom of funnel, and week by week, expand upward, to maximize efficiency and ROI.
The Step-by-Step Guide to Google Ads Account Recovery
By Kristina Simonson | May 6, 2020
As of early May, advertisers are starting to see strong signs of a rebound. Kristina Simonson recommends you prepare your Google Ads accounts for recovery with the following:
- Prioritize your Google Ads account for ROI today
- Check in on your Google Ads account foundation
- Prepare your Google Ads account for ramping up
- How (and when) to start ramping up your Google Ads account
PPC RSAs: Do They Live Up to The Hype?
By Connor Regan | May 7, 2020
Connor Regan takes a look at his own data to determine if Google’s RSA ads live up to the hype. He pulled data that compares RSA performance to that of ETA performance from a variety of different accounts/verticals. Across the board, his RSAs have higher CTRs. As for conversions, the picture isn’t so clear. RSAs have a better conversion rate and cost/conversion in some accounts but not all. Regan believes it is worth testing RSAs for yourself.
Paid Search and Social During Critical Times – Fireside Chat
By Lea Scudamore | May 7, 2020
During Aimclear’s Friday Fireside chat with Susan Wenograd, Tim Halloran, and Marty Weintraub, they discuss paid search and social strategies. They talk about how it’s not okay to proceed as if it is business as usual, and how to be mindful and avoid ignoring the people on the other end of your ads.
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.