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.
Why LSI Keywords are Crucial to SEO and Content Marketing
By Ron Stefanski | Aug 27, 2020
“The key to crafting amazing content is context,” explains Ron Stefanski. LSI keywords have become such a large part of Google’s ranking factors as users find so many different and unique ways of searching for common issues. By using LSI keywords in your content, you can boost contextuality and search visibility. Stefanski covers LSI keyword basics and tools you can use to find related keywords and incorporate them into your content.
The Kenshoo 5: Five Ways COVID-19 Has Shifted Mobile App Marketing
By Joshua Dreller | Sep 1, 2020
Kenshoo explores five shifts brought on by COVID-19 that have changed the way brands approach marketing apps. Those shifts include: More time spent on apps means a bigger opportunity for brands, food apps surge, some app categories are becoming more competitive, new brands can fast-forward their growth, and with more app customers, marketers will need put more focus on monetizing them.
How to Make LinkedIn Lead Gen Forms Work for Your Brand
By Tim Jensen | Sep 1, 2020
Using lead generation forms, users on Linkedin can submit their information directly via the LinkedIn interface without having to navigate to your website, and fields are pre-populated to save effort. Tem Jensen shares tips to getting the most from lead gen forms, including:
1. Sync Lead Gen Forms to Your CRM
2. Think Through Form Fields
3. It’s Still About the Creative
4. Send People to Your Website, Not a PDF
5. Set up Lead Gen Form Engagement Retargeting
3 Ways to Use LinkedIn Website Demographics for Better Ad Performance
By Michelle Morgan | Sep 2, 2020
Michelle Morgan maintains that one of the best insights tools out there that is widely underutilized is LinkedIn Website Demographic tool. The tool unlocks invaluable information that can be used to build better campaigns, improve on existing ones, and get the most out of your budget. She outlines three things you can do with the data from the LinkedIn Website Demographic tool to optimize your campaign performance:
- Understand, segment, and create better audiences.
- Identify top-performing audience segments to focus on.
- Optimize existing LinkedIn ad campaigns.
Remember When Keywords Mattered Most in PPC? Well, That’s Changing
By Jonathan Kagan | Sep 2, 2020
Keywords in SEM are starting to serve less value. Jonathan Kagan examines how some platforms have evolved to treat keywords at Yelp, Microsoft, Amazon, Google, GDN, and YouTube. He then looks at what the current state of affairs in paid search is surrounding keywords and how to approach messaging and audiences.
Google Ads to limit Search Terms reporting, citing privacy
By Ginny Marvin | Sep 2, 2020
“Google has begun alerting advertisers that it will soon stop showing search queries that triggered their ads when there is not “significant” data,” reports Ginny Marvin. “With the constant expansion of close variants, advertisers have much less control over the queries that trigger their ads. Advertisers have had to shift from a positive keyword management to a negative keyword management approach to keyword optimization.”
Microsoft Ads Rolls Out Redesign of Management Interface
By Susan Wenograd | Sep 2, 2020
Over the next several weeks, Microsoft Ads will be rolling out a redesign of its interface featuring streamlined views, tools, and workflow into a familiar layout. “A new default experience for users managing multiple accounts gives an at-a-glance experience for manager-level insights, making it faster to spot where action might need to be taken in different accounts,” writes Susan Wenograd.
What to Expect While Using Google’s Dynamic Image Extensions
By Jenna Costello | Sep 3, 2020
Dynamic Image Extensions allow your regular expanded text ads (ETAs) & dynamic search ads (DSAs) to develop more interest and exposure among searchers. Jenna Costello shares these results from a case study she conducted using a DSA, “Despite strong CTR and CPC metrics, these extensions showed inefficient performance for CR & CPA. We believe this was due to searchers viewing and researching on mobile while converting more frequently on desktop than mobile ads. The format might also drive some less qualified clicks from users drawn in by the image without much buying intent.”
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.