🔊 Tips and tricks for PPC marketers

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Plus, a primer on TikTok ads.

Jul 06, 2020

Good morning, Marketer, we hope you had relaxing weekends.

Here at Marketing Land (and our sister site Search Engine Land), the break was a nice rest after putting on SMX Next, a virtual event for search and performance marketers that had 40+ sessions. We’ll share some of those highlights below, but first here are a few things we’ve learned about virtual events.

They are not easier to pull off than live events. Different? You, bet. But you need a good team structure, a solid foundation of project management, and producers with digital experience know-how to pull off effectively. Vendor selection is key. Events platforms are in huge demand now, but how easily they are to manage, the experiences they yield for the audience, and the pricing and support models offered can be a bit inflexible. If you plan to do multiple events, don’t be afraid to experiment (a.k.a. shop around). Content is still king. Put on a good session that is truly helpful to your audience and you can’t fail. Interactive Q&A, live polling, and other virtual bells and whistles are nice, but they are moot if the content stinks.

Have you learned anything from either producing or attending virtual events? Let me know at [email protected].

Henry Powderly
VP, Content

Pro Tip

Create TikTok ads that convert

“For marketers embarking on their TikTok journey, in-feed ads are a great place to start since you can test and learn with a small budget. This type of ad is also TikTok’s main tool for performance marketers because it allows for direct click-outs to landing pages and the app store,” says Movers+Shakers CEO Evan Horowitz.

But, to get the best results from your in-feed ads on TikTok, consider these guidelines:

Don’t reuse ads from other platforms: The best creative for a TikTok ad looks and feels like any native piece of TikTok content.

Keep creative in line with TikTok style: Great ads abide by popular TikTok storytelling styles, take advantage of popular trends and include relevant music and sounds.

Consider influencers to develop your ads: TikTok’s ad platform is integrated with their Creator Marketplace, which can be a good start for identifying influencers to collaborate with.

Read More »

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PPC School

Tips, tricks and tactics to know

Our SMX Next event featured a host of sessions for performance marketers. Here are a few you should watch now.

How To Emerge A Nimbler, Smarter, More Successful PPC Marketer

In this keynote, Search Engine Land Editor-in-Chief Ginny Marvin lays out key lessons from the past few months, automation’s role and how to put it into practice, plus proven ways to emerge better positioned to succeed as PPC marketers, teams, and organizations.

Tools To Drive & Track Paid Search ROI

As marketers, we’re constantly challenged with having to demonstrate ROI through our advertising efforts. In an industry such as healthcare, it’s especially difficult considering the privacy constraints and advertising restrictions. Wayne Westerlind of Northwell Health walks through a few tools his team uses to track calls and generate leads from their paid search campaigns.

Ad Testing Within The Google Ads Platform

While platforms continue to push automatic ad creation, testing ad copy continues to be one of the most valuable techniques for optimizing paid search performance. SuretyBonds CMO Michael Henderson shows a simple process for monitoring your tests as well as features available directly in the Google Ads platform to take your ad testing to the next level.