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.
Make Smarter Marketing Decisions This Holiday Season
By Joe Kerschbaum | Sep 21, 2020
Joe Kerschbaum argues that many digital marketers are “over-reliant on last-click attribution, which means they either discredit assisting channels or blindly throw money at branding without understanding performance.” This approach leaves room for a more holistic view of your campaigns as we enter the 2020 holiday shopping season to make smarter, better-informed decisions about where to allocate budget for your holiday marketing campaigns. For Facebook, in particular, for a holistic approach, he recommends:
- Use conversion APIs
- Move fast and make things with Facebook’s SDK
- Explore alternatives
- Fine-tune your search attribution
- Test and refine
Facebook Rolling Back Limitations on Image Text in Ad Delivery
By Tara Johnson | Sep 22, 2020
Facebook recently announced it would be rolling back its long-standing policy limiting ads’ delivery with more than 20 percent text on images. Facebook is still emphasizing that ads with less text tend to perform better. Advertisers should continue to focus on more dynamic ad variations than text overlays to see strong performance.
How to Create a Facebook Funnel With Buyer Personas
By Maria Leonardi | Sep 23, 2020
Maria Leonardi asks her readers if they have considered using buyer personas to create their Facebook funnel because buyer personas define your targeted audience and optimize sales. She walks through how to create and map out your Facebook funnel with buyer personas in this article, using a case study about her client, ubiDesktop, to show you real-life examples of each step and how to apply it to your business.
Multiple CID Madness: Managing One Client Over Many Accounts
By Dan Rocklin | Sep 24, 2020
Whether it be because a business has multiple brands, multiple locations, or various franchises, sometimes the complexity of a business necessitates that they split their Google Ads campaigns into multiple accounts. Dan Rocklin provides some essential tips for efficiently managing multiple accounts for the same entity and pursuing that strategy.
Yelp brings Ads Dashboard into Yelp for Business, debuts new ads features
By Greg Sterling | Sep 24, 2020
Yelp has brought ads and profile management together; advertisers can now optimize for goals such as phone calls, website visits or messages, add negative keyword targeting, and more. The updates are aimed at giving advertisers more control over and insights into their campaigns.
Learn How to Master Retargeting by Lead Gen Form Interactions
By Johanna Kimura | Sep 24, 2020
Recently LinkedIn introduced Retargeting by Lead Gen Forms as a no-cost way for marketers to stay connected to an audience based on how they interacted with a Lead Gen Form attached to an ad in the Feed or a Sponsored Message. LinkedIn analyzed over 2,000 campaigns to understand how marketers are using this tactic successfully. According to Johanna Kimura, what they found was, “retargeting someone who opened a Lead Gen Form or submitted a form, on average, boosted CTRs of +65% and -29% reductions in CPLs when compared to campaigns not using this type of retargeting. In other words, it’s becoming a way to reengage a captive audience and drive action.” Kimura examines and explores what types and examples of campaigns that are seeing success have in common.
Reddit Announces Inventory Type Options for Advertising
By Susan Wenograd | Sep 24, 2020
Reddit announced new options for greater advertiser control over where their ads show, together with their objectives and targeting goals. Rolling out in ad accounts, Inventory Types give advertisers three tier levels to choose from: Expanded, Standard, and Limited. Reddit stresses their moderation protocol in both communities and campaigns still applies, no matter which tier an advertiser chooses.
Buyer-Centric Content: How to Write Content for TOFU, MOFU & BOFU
By Mansi Dhorda | Sep 25, 2020
Mansi Dhorda writes, “the purpose of any content marketing strategy is to push a prospect further down the marketing funnel and ultimately converting a prospect into a lead and a lead into sales.” And ultimately, the success of your strategy and content assets depends on the users’ need for the content assets created as part of that strategy. They will only go through the funnel and engage with it if they think it is useful for them – that is why you must adopt a strategic and buyer-centric approach toward content. Dhorda offers examples of top, middle, and bottom-funnel content that works for moving your customers through the funnel.
9 Pointers for High-converting Instagram Ads
By Kaleena Stroud | Sep 27, 2020
Images drive Instagram, therefore the visual should rule your ad. Kaleena Stroud offers these nine tips for high-converting Instagram ads:
- Understand the persona of your target buyer.
- Know your goal.
- Use short and punchy text.
- Entice prospects with “free.”
- State features and benefits.
- Focus on one item.
- Use a call-to-value.
- Use social proof.
- Use urgency and discounts.
8 Ways Amazon Sellers Must Do to Prepare for Q4 Sales
By Robyn Johnson | Sep 28, 2020
The next 30 days are crucial to every store on Amazon’s platform for the upcoming holiday season’s profitability. This year, there is an even more significant potential for sales as the pandemic has driven more people than ever to shopping online. Robyn Johnson shares these tips to prepare for this year’s Christmas sales boom:
1. Solidify Your Logistics
2. Audit Your Listings
3. Review Your Ad Strategy
4. Focus on Keyword Ranking
5. Stress Test Your Systems
6. Manage Your Supply Chain
7. Watch Your Account Health
8. Review Your Cash Flow
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.