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.
How to Leverage Salesforce Lead Data for Account Optimization
By Abby Woodcock | Aug 17, 2020
Digital marketers are always looking for ways to help improve lead quality for their clients. Abby Woodcock reviews some ways to effectively leverage Salesforce lead data to drive better campaign results. She covers a few important notes about setting up Milestones and Conversion Actions, viewing, and understanding the data, and optimizing your account.
How to Optimize Network & Placement Targeting for YouTube Ads
By Joe Martinez | Aug 17, 2020
Placement targeting for your YouTube ads can be one of the most precise targeting options in Google Ads, so long as you understand how the placement targeting actually works. Joe Martinez goes to great lengths to clearly describe how to optimize network and placement targeting for YouTube ads, covering:
- How to choose the right network for YouTube ad targeting
- How to choose the right YouTube ad placement type for your industry and ad goals
- How to add multiple additional placements to your ad group later on
How to use in-market audiences for better search campaigns
By Harikrishna Kundariya | Aug 18, 2020
Digital business is gaining ground fast, especially with the coronavirus pandemic pushing more business and marketing operations online. In the virtual business space, it is all about each enterprise targeting the maximum interested audience as the center of its campaigns. Audience targeting has become a common measure to enhance enterprise marketing campaigns. Harikrishna Kundariya shares how to use in-market audiences for better search campaigns.
Editor updates: Recommendations and campaign-level associations
By Subha Hari | Aug 19, 2020
Recommendations, the new capabilities released in Microsoft Advertising Editor, aim to make bulk campaign management easier and provide ways to optimize your campaign performance. Along with this update, campaign-level association functionality so you no longer need to apply the audience targeting to each of the ad groups and then change each individual bid boost.
How A Conversion Action Sets Funnel Drove A 160% Increase in Revenue
By Danielle Gonzales | Aug 18, 2020
Danielle Gonzales delves into how to strategically craft a funnel with conversion action sets and the resulting performance. If you’re not using conversion action sets, then how much worth an action has over another is not reflected in your strategy, especially if you’re using automated bidding. The algorithm will go after the easiest conversion action to obtain, and this may not be in the best interest of your client’s business. Conversion action sets let you prioritize your conversions based on what is going to drive profitability.
How to Set Up Your LinkedIn Event in 5 Easy Steps
By Alex Rynne | Aug 19, 2020
Marketing virtual events on Linkedin company pages as an administrator can be done in five easy steps. With the pandemic keeping events online for the foreseeable future, it would be wise for marketers to familiarize themselves with promoting virtual events on platforms like Linkedin. Alex Rynne outlines these five steps:
Step 1: Become a Page Admin
Step 2: Navigate to the “Create an event” button and enter info
Step 3: Attract your audience, directly and indirectly
Step 4: Engage your audience
Step 5: Launch your event
How to Validate Marketing Tags and Pixels
By Jacob Fairclough | Aug 19, 2020
Accurate data helps optimize and report on campaign performance, and advertisers use proper web tracking and measurement via tags and pixels. Jacob Fairclough covers how to check which tags exist on a site, which information is sent, and proper tag setup. He explains why you need to move beyond just setting up your tags and pixels and why it is important to validate the information and data that is being sent.
Establishing Your Content & Keyword Focus: 4 Data Sources to Use
By Jeff Riddall | Aug 20, 2020
“Analyzing data to identify where you have momentum can help you focus on the content and keywords that will provide the best chance of improving your website’s authoritativeness and organic visibility,” writes Jeff Riddall as he describes the key to any successful content marketing strategy, which will produce targeted, high-conversion traffic is the creation and distribution of relevant, quality content. He maintains there are four primary types of data around which you can build your content and keyword pillar strategy:
1. Search Engine Results Page (SERP) Data
2. Keyword Research / Discovery Data
3. Website Analytics Data
4. Inbound Link Data
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.