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 Examples of Interactive Content Marketing Done Right
By Lisa Smith | Aug 4, 2020
Interactive content is a great way to expand your marketing content strategy. Interactive content is content a user can engage with and manipulate, such as quizzes, free quotes, data visualizations, calculators, or infographics that engage the customer and enhances the experience. Interactive content is attractive because it requires active participation by the customer, has high completion and conversion rates, and usually requires a link. Lisa Smith includes ten examples of exemplary pieces of interactive content marketing.
Tap into intent to generate leads
By Kim Spalding | Aug 5, 2020
Google reminds us of their foundational tools that tap into the power of intent, ad formats that help you find qualified leads, and measurement solutions that optimize for lead value.
An Essential Rundown On Twitter Ads
By Lauren Randell | Aug 5, 2020
With Twitter’s reported 139 million monetizable daily active users in 2019 and a 20% rise in engagement rate year on year, the platform is drawing more advertisers. Lauren Randell provides an excellent resource for Twitter’s advertising platform. She reviews the use cases for the three core objectives: Awareness, consideration, and conversion. She also covers ad group considerations and targeting strategies.
How to Adapt to a Reduced Marketing Budget
By Alex Rynne | Aug 5, 2020
Right now, marketers are having to deal with smaller budgets while being pressured for more profitability. As marketing departments face new constraints, Alex Rynne explores how to handle the challenging situation while marketers are compelled to get more creative in thinking about profitability. She recommends:
- Focus on Doing Fewer Things Better
- Better Define Your Standards
- Expand Your ABM Program
- Become More Effective at Measuring and Proving ROI
- Make Sure You’re Maximizing Organic Marketing Opportunities
6 Webinar Marketing Tips We Swear By
By Amanda Goldstein | Aug 5, 2020
Webinars are a great way to generate leads, inform and engage with your audience, and establish and build relationships. To leverage the many advantages of webinars, you need to be able to promote them successfully. Amanda Goldstein offers these six tips:
1. Plan, plan, plan!
2. Nail your audience targeting
3. Be consistent in your promotions
4. Consider what you can A/B test
5. Set goals for each channel you plan on using
6. Review performance
Amazon’s Prime Day has been delayed until October. What does this mean for marketers?
By Meredith Morrow, Abby Tebbenhoff, Tyler Withers | Aug 5, 2020
Prime Day has been pushed back to October this year – with the shifting landscape brought by COVID-19 and Prime Day falling so close to the holiday season, what will the impact be this year? What lessons have we learned in previous Prime Days, and what can the industry expect this year during these unprecedented times? The authors of this article suggest marketers can prepare by having a plan and being ready to pivot:
- Take advantage of consumer shopping demand with promotional messaging.
- Highlight unique advantages against Amazon.
- Set up reporting and alerts now to monitor auction insights.
- Be flexible!
- Leave room in your holiday budgets to account for Prime Day spending.
- Have alternative copy ready.
How to Use DOOH for Omnipresent Advertising
By Tom Whatley | Aug 6, 2020
Digital Out-of-Home (DOOH) is a powerful tool for taking an omnichannel approach by combining with programmatic capabilities; programmatic advertisers can reach people online and then retarget them offline, and vice versa. DOOH advertising uses digital screens in high-traffic areas to deliver media and content to people. There are four main types of DOOH formats: Large Formats, Spectaculars, Venue Based and Public Spaces, and Custom Formats. Tom Whatley details some of the advantages of DOOH to marketers and some of the opportunities available.
5 Google Ads Tools That Are Worth Giving a Shot
By Susan Wenograd | Aug 10, 2020
As Google Ads evolves, so does the platform’s tools. Although they can be hard to spot. Susan Wenograd points out five tools that she believes are worth giving a shot if you haven’t tried before. She recommends trying:
1. Ad Variations
2. Audience Observation
3. Responsive Search Ads
4. Discovery Campaigns
5. Explanations Feature
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.