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.
10 Copywriting Tips from Expert Copywriter Joanna Wiebe
By Becky Zieber | Jun 23, 2020
Every business can benefit from high-converting copy. DigitialMarketer shares video clips featuring copy advice from Joanna Wiebe. She recommends:
- Not following best practices like they are gospel
- You can always improve your copywriting
- Use the Already, Still Formula
- How to get results with your headlines
- Put the ‘book’ down and people watch
- Tools to check out
- Why you need copywriting formulas
- Quick copywriting tips
- Listen to your customers
- Emails are 1-1 communications that need to be authentic
Digital advertisers, welcome to the Predictive Marketing Era
By Ginny Marvin | Jun 23, 2020
Digital advertising platforms are using AI, data, and algorithms to identify intent and predict customer needs, behavior, and marketing outcomes, ushering in the Predictive Marketing Era. Machine learning is now pervasive in media buying, ad creation and serving, and bidding and targeting. Ginny Marvin emphasizes the importance of gathering and using data to improve your PPC performance, focusing on the user experience, and looking at the bigger, strategic picture.
3 Ad Copy Considerations That Actually Make a Difference
By Marc Enokou | Jun 24, 2020
When testing your ad copy, you’ll see that sometimes a change in wording makes all the difference, and other times it makes no difference to performance. Even more confusing is how some ad copy works for one industry or campaign, and not at all for another. Marc Enokou isolates three ad copy considerations that make a difference all of the time, including:
- Who is the person I am talking to and what do they care about?
- At which stage of the funnel is a prospective customer reading my ad?
- The contextual elements surrounding your product and society in general
Artificial Intelligence Will Change How You Do Marketing in 2021
By Colin Loughran | Jun 24th, 2020
“AI’s most dramatic effect on your job today lies in adding new features across the tools that you’re already using,” explains Colin Loughran, suggesting, “marketers tuned in to what’s happening now stand to benefit in a big way in 2020 and beyond.” He reviews the distinction between Artificial General Intelligence (AGI) and Artificial Narrow Intelligence (ANI), as well as examples where AI is predicting consumer behavior and how marketers are using that information.
Bing brings visual search to product ads
By George Nguyen | Jun 25, 2020
Bing has added new visual search features to its sponsored Shopping results. Users can click on the visual search icon in the Shopping search bar or a product result to search for visually similar items. This feature has launched for clothing and shoes, with an expansion into home decor planned for the near future. For retailers managing Microsoft Shopping Campaigns, this feature may increase their product discoverability on Bing’s platform. On the flip side, it may also facilitate comparison shopping, creating a more competitive environment for similar products.
Tracking Your Free Google Shopping Ads
By John Williams | Jun 25, 2020
John Williams uses Google Analytics and Google Sheets to set up tracking Clicks in Surfaces across Google for advertisers who want to track e-commerce organic clicks. He clearly demonstrates step-by-step instructions for setting the tracking up.
Is your business ready to start using LinkedIn Ads?
By Jacob Baadsgaard | Jun 26, 2020
Advertising to decisionmakers on LinkedIn isn’t nearly as straightforward as marketing to consumers on Facebook is. The platform has come a long way, but it still isn’t right for many businesses. Jacob Baadsgaard shares questions that you can use to help determine whether or not LinkedIn Ads is a good fit for your business, including:
- Is your business making the most of other marketing channels?
- Can your profit margin handle the cost of LinkedIn Ads?
- Does Bing Ads work for your business?
- Do you have a good content marketing strategy?
4 Big Tips to Interpret PPC Data Correctly
By Amy Hebdon | Jun 29, 2020
Amy Hebdon states, “Most digital marketers are not trained statisticians, analysts, or data scientists. Collectively, we’re an entire industry hacking our way to data literacy as we work to improve account performance. In an ideal world, every marketer would be a statistician.” She provides recommendations for how you can avoid the pain of data overwhelm and find high-value insights in your PPC data, including:
1. Be a Critical Thinker & Your Own Biggest Skeptic
2. Know Your KPIs & Calculations
3. Uncover Spurious Relationships
4. Accept Uncertainty
How to Create Retargeting Audiences in LinkedIn Ads
By Joe Martinez | Jun 29, 2020
LinkedIn announced that there are two new retargeting audiences we can create from video views and lead gen form interactions. Joe Martinez instructs how to create retargeting audiences on LinkedIn for LinkedIn Website Audiences, Lead Gen Form Interactions, and Video View Audiences.
Page Feeds: A Smart Solution for Retailers to Level Up Their Dynamic Search Ads
By Purna Virji | Jun 29, 2020
As advertisers, we need to be there to capture emerging search queries and ensure we are able to show relevant ads for them. Purna Virji discusses how Page Feeds can be used to boost performance with Dynamic Search Ads (DSAs). She recommends:
- Test page feeds to help up-level your Dynamic Search Ads.
- If you’re in a restricted vertical, take advantage of Static Headlines.
- Leverage your shopping feed to help you create a Product Feed.
- Similarly, leverage your merchant promotions feed to create a Product Feed for sale products.
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.