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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.

PPC Town Hall 34: 5 Insights to Attribution & Google Analytics

By Frederick Vallaeys | Feb 25, 2021

To determine the most effective way to spend your PPC budget, you need to monitor and measure your marketing initiatives continuously. Attribution allows you to make important decisions about your business goals, but often you aren’t sure which model to choose. Top data and attribution experts in the industry to share their tips and tactics on leveraging attribution with the help of Google Analytics, including:

1. The biggest measurement challenges in PPC
2. Go for the ‘best choice’
3. What’s new with Google Analytics 4
4. Challenges with the tracking cookies fading out
5. Filling in data-gaps for attribution optimization

Three critical PPC trends to watch for in 2021

By Aayush Gupta | Feb 26, 2021

Aayush Gupta makes a case for advertisers to incorporate these three PPC trends in their marketing strategy to get the most out of their campaigns in 2021: 

1. Google’s ad data hub will be a gold mine
2. Understanding the buyer’s journey: Awareness, Exploration, Comparison, Conversion, Re-engagement
3. Automation will play a crucial role

6 Tips for More Targeted & Engaging PPC Campaigns

By Ben Wood | Feb 26, 2021

Given all the online advertising options available, it’s tempting to dive in without considering some key questions. What are the best platforms these days for reaching your intended audience? How can you make sure your campaigns are performing effectively at various stages of the buyer journey? Ben Wood offers tips to help lay the foundation for a more effective, engaging PPC strategy so that you’ll have the ability to make objective, media-neutral advertising decisions for the brands you represent in the following areas:

1. Begin With Research
2. Select Your Target Audience
3. Review Your Messaging
4. Set Campaign Objectives
5. Choose the Right Ad Platforms & Creative
6. Deliver an Integrated Campaign

5 Ways Apple iOS 14 Will Affect Your Facebook Ads (and How to Prepare)

By Madis Birk | Mar 1, 2021

Madis Birk reviews how Apple’s three new app policies are expected to affect Facebook advertisers. He covers changes to in app ads, mobile web advertising, optimization and targeting, measurement, and the Business Manager Tool Set Up. Birk also provides proactive measures you can take now to prepare for the iOS 14.5 update: 

• Verify your domains with Facebook
• Decide which eight events for conversions you’ll track
• Compare the relationship between 28-day to 7-day attribution

Cookieless Marketing: How Account Directors Can Be Part of the Solution

By Anu Adegbola | Mar 1, 2021

Data has long been the backbone of digital marketing. As an account director, you should be measuring performance in some way or another and proving your worth. Anu Adegbola recommends that you proactively talk to your clients about attribution, targeting, and automation regarding how you’re spending their money most effectively in a world without cookies and first-party data strategy.

8 Must-Know Microsoft Ads Tips to Get More Clicks and Conversions

By Jin Choi | Mar 1, 2021

Over 7.3 billion searches on PCs are conducted every month in the United States, leading to a good chance that your potential customer is searching on Bing. Jin Choi offers these eight ways you can optimize your Microsoft ads for better conversions:

• Pre-qualify your prospects
• Add a strong call to action
• Leverage social proof
• Be specific with your offers
• List the price of your product
• Create multiple ads
• Refer to your customers directly
• Speak their language

How to best utilize the networks within Google AdWords

By Ashley Schweigert | Mar 1, 2021

To reap the benefits of both search and display, you need to be strategic about how you are targeting users on these platforms. Ashley Schweigert offers these three tips for utilizing the networks within Google AdWords:

1. Know the difference between display select versus display network
2. Make sure data is clean
3. Understand the conversion funnel

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.

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