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.
4 Considerations for Amazon Advertisers as They Prepare for Prime Day 2020
By Kristina Kroemer | Sep 8, 2020
This year’s Amazon Prime Day will not be the same as in years past, as it will most likely happen in October and be subject to altered backend logistics. Kristina Kroemer warns of these unique considerations that advertisers should keep in mind:
1. Keep shoppers engaged with your brand throughout the holiday season.
2. Prime Day and holidays are in the same quarter for the first time ever. Budget accordingly.
3. Different product sets may resonate with consumers better than those historically pushed in July.
4. Stay on top of inventory issues to avoid supply and shipping headaches.
Google to Pass UK’s Digital Service Tax to Advertisers
By Susan Wenograd | Sep 9, 2020
Google has announced starting Nov 1 that advertisers in the UK, Austria, and Turkey will absorb the new Digital Service Tax (DST) costs. Advertisers running ads in Austria and Turkey will have a 5% tax, and advertisers in the UK will have 2%. “The main target of the DST are the large digital media companies, namely Google, Amazon, and Facebook. The threshold is for digital companies that have at least £500m in revenue, and specifically £25m in the UK,” explains Susan Wenograd.
5 Essential ROI Formulas PPC Managers Should Master
By Susan Wenograd | Sep 9, 2020
Understanding the PPC auction process is crucial for a successful Google Ads campaign. Susan Wenograd provides five must-learn ROI formulas every PPC marketer should know, including:
1. Determining ROAS
2. Determining Break-Even ROAS
3. Determining Cost Per Conversion for Forms
4. Determining Break-Even CPA for Forms
5. Determining Break-Even CPA for Complex Sales Cycles
RSAs: Are they living up to the promise? It depends
By Ginny Marvin | Sep 9, 2020
“Responsive search ads are indicative of the broader shift to machine learning and automation, where bids, ads, landing pages, etc. are powered by algorithms designed to predict better outcomes than we can manually,” writes Ginny Marvin as she explains the promise of RSAs. They are meant to show more text than ETAs and their opportunity to compete in more auctions when there are high-quality score combinations of copy that match more queries. However, advertisers are finding that looking at any metric wins over RSAs and Google has some real ad serving and machine learning issues when an ad group has multiple RSAs in it.
10 Ways Content Marketers & SEO Pros Can Boost Client Lifetime Value Right Now
By Miranda Miller | Sep 9, 2020
Increasing your Customer/Client Lifetime Value (CLV) is about delivering the best possible service by meeting more of each customer’s needs. “This important growth KPI is the natural byproduct of your ability to anticipate client needs and offer solutions that help grow their business,” explains Miranda Miller. Miller recommends these strategies to increase CLV:
1. Email Marketing
2. Social Graphics
3. Market Research
4. Keyword Research
5. Google Posts
6. Review Management
7. Crisis Communications
8. UX Testing
10. Remote Teams Support
How to Advertise Your Local Business on Facebook
By Brett McHale | Sep 10, 2020
Previously labeled as “local awareness,” the “store traffic” campaign objective in Facebook Ads Manager can attract ideal customers to local business, increase local brand awareness, and help you meet your sales targets. Brett McHale provides an excellent walk-through on setting up, creating ad variations, and optimizing by using metrics and budget settings for a store traffic campaign objective on Facebook Ads for local businesses.
4 Essential Tips for Auditing Google Ads Accounts
By Susan Wenograd | Sep 11, 2020
An account audit often helps find where some revenue might be escaping and reveal some costs that might be sneaking by and impacting the bottom line. Here are Susan Wenograd’s top four essential tips for auditing Google Ads accounts:
1. Location Performance
2. Query Matching
3. Check for Competition Changes
4. Account Structure Possibilities
How to Create at-Home DIY Marketing Videos While Social Distancing
By Torrey Tayenaka | Sep 11, 2020
With easy access to smartphones, nearly everyone has access to a video camera these days. In light of the pandemic, brands’ video communication has become more regular, clear, and necessary for brands as they have needed to pivot messaging. Torrey Tayenaka provides an excellent and insightful guide for creating your own DIY marketing videos while social distancing for your business marketing goals. He clearly explains why video marketing is crucial at this point in time, especially surrounding the pandemic. He covers equipment, types of videos and animations, and how to hire freelancers and production teams.
Stop Saying ‘Create Great Content’ – Say This Instead
By Danny Goodwin | Sep 13, 2020
Content marketers have obsessed over making ‘great’ content for so long that great has now become mediocre at best. Danny Goodwin purports that content marketers abandon ‘great’ content and aim for ‘greater’ content moving forward. To do that, he suggests marketers should begin making improvements to the following areas:
1. Accurate Content
2. Comprehensive Content
3. Credible Content
4. Engaging Content
5. Informative Content
6. Specific Content
7. Unique Content
8. Useful Content
9. Valuable Content
10. High-Quality Content
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.