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.
All-Weather B2B Lead Gen with Google Remarketing
By Lucia Rodas-Estrada | Aug 12, 2020
Remarketing campaigns are a great resource for marketers. Remarketing generates leads at a lower cost-per-lead (CPL) than non-brand campaigns, allows you to nurture your targeted audience and push users down the sales funnel, and returning users show higher CVR than new users. Lucia Rodas-Estrada recommends using RLSA (Remarketing Lists for Search Ads) campaigns for non-brand keywords to refine traffic and target the audience that is most likely to convert or generate leads and targeting past converters with remarketing.
Why You Should Layer Affinity Audiences on your Google Ads Search Campaigns
By Mike Matta | Aug 12, 2020
“With the addition of affinity audiences to Google search campaigns, we now have the ability to continue to hone our top-of-funnel audiences and get a better understanding of who is ultimately our target customer,” writes Mike Matta as he explains how to put Google’s curated lists across paid search, Display, and YouTube to good use. Matta reviews how to use these lists beyond Search for Display and YouTube efforts and offline marketing channels.
Google makes it easier to control Shopping ads by country
By Ginny Marvin | Aug 12, 2020
A new Google attribute allows you to exclude products at the country level – you can now use the shopping_ads_excluded_country attribute to keep some products from showing in certain countries you’re targeting. That attribute will override the country targeting set at the feed level. With this attribute, you don’t have to create separate feeds for each country in order to control which products show where.
Build Custom Reports in Google Analytics
By Madison Feldhake | Aug 13, 2020
Madison Feldhake shares helpful tips for building custom reports in Google Analytics. She begins by defining dimensions, metrics, secondary dimensions, and segments, as well as how to build a segment. Then, she walks us through how to build a custom report.
How to Integrate Content Marketing & SEO
By Viola Eva | Aug 15, 2020
For all of the time, energy, money, and effort that goes into a piece of content for your audience, you would like to see Google appreciate it as much as your audience does. To make that happen, your content needs to be relevant, structured, and authoritative. Viola Eva has crafted this guide to demonstrate how you can integrate content marketing and SEO to receive the most organic traffic and conversion from your content marketing.
4 Facebook Ecommerce Tips to Boost Sales
By Michelle Morgan | Aug 15, 2020
Facebook offers small businesses a great marketplace to sell retail products, but it’s not easy to get it right from the start – it often requires some testing to find out what the right mix is for your business. Michelle Morgan covers some strategies to help you start off on the right foot with Facebook ads or get better returns for your already running campaigns. She recommends:
1. Leverage conversion actions for all stages of the funnel
2. Create audiences from funnel stages
3. Use the platform to find high-quality prospecting audiences
4. Highlight your products well and accurately
Paid Social & Paid Search: How to Have A Happy Marriage
By Brent Csutoras | Aug 16, 2020
You can use what you know about your paid social audience to improve your paid search results further – and vice versa. A recap from her SEJ eSummit session, Susan Wenograd, shares how you can move beyond merely pushing for conversion and leverage what you know about your paid social users to improve your paid search results further.
How to Create an Editorial Calendar for Content Marketing in 5 Easy Steps
By Maddy Osman | Aug 16, 2020
Simplify your content optimization process and reduce your stress with Maddy Osman’s guide to creating an effective content marketing editorial calendar. In five easy steps, she recommends:
1. Start with an Editorial Calendar Template
2. Determine Your Blog Categories (If You Haven’t Already)
3. Do Your Keyword Research
4. Put It All Together in Actionable Briefs for Each Content Asset
5. Plug in Your Marketing Efforts on Other Mediums
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.