Happy Black Friday/Cyber Monday week, readers! Your campaign strategies are likely already in place, so this week’s edition of Coffee and Catch Up on PPC has a category focused on reporting and analytics as you gear up for post-holiday reporting.
From the Experts
Structuring Google Ads Campaigns for Success: Google Ads has implemented many changes this year. Most involve more automation. The impact of these changes means advertisers may need to restructure their search campaigns. However, the fundamentals of paid search will always apply. Using those fundamentals, here’s how to structure your paid search campaigns in late 2021.
Google Ads Insights Page Updated With 4 New Features: Google Ads is giving businesses access to more data on the Insights page that should help with maximizing sales during the holiday season. The Insights page will provide you with the information you need to keep up with consumer trends and optimize campaigns to get your ads in front of more shoppers.
Advertisers Can Adapt to Supply Chain Issues Without Pausing Campaigns: Pausing your campaigns may save some budget in the short term, but it’s likely to cost you more over the long haul.
A Holiday Retailer’s Guide to Amazon and Google: By October, 40 percent of US shoppers had already started their holiday shopping, according to research from Google and Ipsos. And there’s a lot of buying going on. But will your brand be findable when people research products online before they buy online or in-store? The answer increasingly depends on how well you make your presence known on Amazon and Google.
Black Friday – 15 Steps to Maximize Your Google Ads Performance: Black Friday is a special day for PPC. No matter what your strategy is, the included here will help you maximize your earnings potential on Black Friday, even with just a few days to go!
How to Write Ad Copy That Gets More Clicks: After you research your pay-per-click ad campaign’s keywords, your job’s far from over. You can’t just slap some keywords on your ad and call it a day. Instead, you’ve gotta write copy that encourages visitors to click. But how do you craft ad copy that sells? Let’s talk about why ad copy matters and how you can draw in more customers with it.
How to Optimize Your Smart Shopping Campaigns: Smart Shopping is one of the more popular automations Google currently offers, and takes the bidding and micromanagement out of shopping ads. On the flip side, advertisers who think they can hand things over to Google once and get the results they want will be in for a shock. While you may not control the bid strategy and adjustments with Smart Shopping, you can (and should) optimize many other parts of it: your campaign structure, merchant feed, and budgets are all still within your control.
How to Use Testimonials & Customer Reviews in Your Facebook Ads: November is characterized by gratitude, and this post follows that theme with a tutorial on how you can take your clients’ words of gratitude and insert them into your sales engine through digital ads.
How to Write Engaging Instagram Captions (63 Examples): Whether you want to grow brand awareness, attract new followers, increase engagement or drive sales, you need strong Instagram captions — they can help you add context to your creatives, build relationships through meaningful storytelling, and even expand your reach.
Facebook Ad Not Approved? Here’s What to Do (+10 Tips to Avoid It): Facebook’s advertising policies, with all its nuances, can be pretty overwhelming. But this guide will help you understand the Facebook ad approval process, how long it takes, and what to do if you find yourself struggling with disapprovals.
If Facebook Ad Campaigns Were A Sandwich, Here’s How to Make The Perfect One: A good Facebook campaign is a lot like a good sandwich. With quality ingredients and a little prep, you too can make a great sandwich AND a great Facebook ad campaign and this cheeky article outlines the steps!
Boost Your Social Content With This User-Generated Content Strategy: Wish your posts were more engaging? Wondering how to take advantage of the content from your biggest fans? In this article, you’ll learn where to find user-generated content (UGC) and how to share it effectively. You’ll also find out how UGC can benefit your business and discover why it’s so important to source and publish this type of content in the right way.
Facebook Lead Ads – Pros, Cons, and Best Practices: If you’re a marketer using social media to find new leads to drum up business, you know that the secret to having a successful lead generation campaign is to remove as much friction from the process as possible. That means if you want to boost your customer base and collect names, emails, and phone numbers from potential customers, you’re going to want to make it super simple for people to fill out your lead form.
How to Use Profitability Data in Your Google Shopping Campaigns: Google Shopping remains one of the most important channels for ads. But ever increasing demand led to greater competitive pressure in ecommerce. Retailers need to improve their performance and relevance of their ads to stay competitive. Leaving ROAS and optimizing Google Shopping for profit can be such an important factor to differentiate.
6 Marketing Attribution and Predictive Analytics Platforms Your Organization Should Consider: With marketers facing increasing pressure to demonstrate the value of the budget they’re allocated for programs, marketing attribution and predictive analytics solutions are tailor-made for proving how tactics and media channels contribute to the bottom line. This article lists 6 notable vendors profiled in the latest MarTech Intelligence Report on marketing attribution and predictive analytics tools.
Terminus Integrates With Partner Ecosystem Platform Crossbeam: Terminus, the ABM and B2B growth platform, has announced a new integration with Crossbeam. Crossbeam, which describes itself as a LinkedIn for partnerships, allows brands to connect with partners in their ecosystem and gain insights into overlaps between brand and partner data (if a partner is not already present in the Crossbeam ecosystem it will onboard them at no cost).
Multi-Touch Attribution – Tips & Types, Which Model is Right?: Multi-touch attribution helps us to give credit to our marketing channels where it’s due so we can understand what’s working best. This post outlines the model, including the pros and cons and how to choose the right attribution model for your business.
SEM Planning for 2022 – Because 2020 Didn’t Help You For 2021: How do you plan for the year ahead when your historic data is in shambles? Here are some tips for SEM planning despite the pandemic.
From the Engines
Helping European small businesses grow and succeed
Power your holiday strategy with helpful insights
New online search training courses available on Learning Lab
Reach new audiences with the Microsoft Audience Network
Retail holiday video: insights, audiences, and ad campaign optimizations
Unlocking trends for women and investing
Everything Marketers Should Know About the Fastest-Growing Audience Demographic on LinkedIn
Find Your Balance Between Brand and Demand With These Key Resources
Best Native Ads Campaign Examples 2021
6 things to know about marketing to Gen Zs on Spotify
From the Clix Team
5 Building Blocks of a Growth-Driven Social Strategy by Cassie Oumedian (Guest Author)
Spotify Launches Podcast Ads on the Self-Serve Platform by Kristin Palmer
9 Ways To Improve PPC Campaigns With Customer Information by Tim Jensen (featured on Search Engine Journal)