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 2: Reporting With The Google Ads API
By Michelle Robbins | May 19, 2020
Aimclear’s second episode in their video series, “Python in a Marketing World,” covers how to use Python for reporting with the Google Ads API. Hosted Tanner Riebel, he provides a detailed walkthrough of a python script for pulling Google Ads data, an
example python script available for download so you can easily get started pulling your own data, and additional resources highlighted to help you navigate the Google Ads API.
7 Things Every Marketer Should Be Doing Right Now
By DigitalMarketer | May 19, 2020
It’s more important than ever marketers be creative to engage and remain active with their audiences. DigitalMarketer shares how several marketing experts are adapting their strategies to our new reality. Their recommendations include:
- Offer Resources and FREE Content
- Increase Client Communications & Community Outreach
- Encourage Transparency
- Offer Virtual Experiences
- Explore New Partnerships
- Pivot When Needed
- Campaign for the Future
How to evaluate content marketing opportunities during COVID [Video]
By George Nguyen | May 19, 2020
It may be tempting for businesses to have marketing tunnel vision in response to the economic downturn resulting from COVID-19 – churning out similar content and messaging, or shutting down their efforts altogether. In this Live with Search Engine Land video, several marketing experts discuss why they are now an opportunity to turn to their search data for ideas and apply some creativity to their content strategies. Ultimately, they will be setting themselves up to perform better during the pandemic and recover more quickly after.
The 6 Core Values of Agile Marketing
By Margie Chiu | May 20, 2020
“Agile Marketing is a way of working that borrows its inspiration from Agile software development with a marketing lens,” writes Margie Chiu. Adapted from the processes and frameworks like Scrum, Kanban, Sprints, and Retrospectives, Agile Marketing has recently started to become more popular. Chiu breaks down the core values of Agile Marketing, including:
1. Data-driven: Validated Learnings vs. Opinions and “Best Practices”
2. Relevant: Individuals and interactions over one size fits all
3. Nimble: Rapid iterations over Big Bang campaigns
4. Exploratory: Many small experiments over a few large bets
5. Adaptive: Responding to change over following a plan
6. Integrated: Collaboration over silos and hierarchy
Everything You Need to Know About Connected TV Ads: How to Turn Viewers Into Customers
By Tom Whatley | May 20, 2020
Recent years have seen a major shift in the way consumers watch television due to the broad use of internet-powered television or Smart TV. As a consequence of advertisers, they now have the opportunity to get more creative with targeted messaging via connected TV (CTV). Leveraging CTV allows advertisers to reach a larger, targeted audience. Tom Whatley’s guide covers what connected TV ads are, the benefits of connected TV advertising, how to get started using connected TV ads, and some channels he can recommend capitalizing on.
A Comprehensive Guide to Ad Testing
By Rachel Poulos | May 20, 2020
As times have changed, so has the sophistication of ad testing. Rachel Poulos has compiled a list of tips and strategies to take into consideration for your next ad test. She compares a draft Google experiment versus a run test in the current ad group, discusses how to decide where and what to test, and knowing when to end the test with a declared winner.
8 Ways You’re Doing Google Ads Wrong & How to Make It Right
By Corey Morris | May 20, 2020
You may need to correct the course if you’re not seeing the ROI you expected from your PPC campaigns. Corey Morris has identified eight critical things that you need to make sure you’re not overlooking or doing wrong and explains how to address the situation. These include:
1. Assuming the Previous Manager Had Things Optimized
2. Not Customizing Settings for Your Needs
3. Not Conducting Regular Audits
4. Skipping Competitor Research & Monitoring
5. Overusing Broad Match & Lacking Match Type Strategies
6. A Disproportionate Focus on Quality Score
7. Being Too Hands-Off
8. Operating in a Silo
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.