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.
Introducing ad suggestions with auto-apply to boost ad performance
By Jie Gao, Cristiano Ventura | Mar 25, 2021
Microsoft Advertising is introducing more automation through ad suggestions with auto-apply on the Recommendations page. You’ll get an email notification from Microsoft Advertising with suggestions for new ads depending on your email preference setting. You’ll have 14 days from the notification to review them. After that, the ads will be automatically enabled unless you choose to remove them. You can opt-out of automatically applying these ads in your account Settings at any time. If your Auto-apply ad suggestions setting is Off, you may still see ad suggestions on the Recommendations page, but you need to add them into your account manually. Ad suggestions can help save time when creating ads or give you ideas to tailor your ads to your audiences.
5 Big Content Trends You Need to Know Now
By Julia McCoy | Mar 25, 2021
The content marketing industry is improving as new technologies, strategies, and creative capabilities allow us to do better. As a result, content marketing moves beyond being an experimental strategy and is now a proven technique that works for any brand. Julia McCoy takes a deep dive into these five content trends:
- Next-Level Visuals in Content
- Video Content & Visual Storytelling
- Upping Your E-A-T
- Better, More Purposeful Content Than Ever Before
- Ultra-Targeted, Customer-First Content
Using Customer Reviews to Build Trust in PPC Campaigns
By Michelle Morgan | Mar 25, 2021
Online shoppers highly regard reviews of a product or service. Why not leverage reviews to gain an advantage over competitors in PPC? Michelle Morgan reviews five ways to leverage customer reviews to level up your PPC performance using:
- Ad Copy
- Creative for Social & Display
- Leverage Them in Videos
- Landing Page Social Proof
- Star Ratings on SERPs
2021 Digital Marketing Trends: The New vs the Tried and True
By Harikrishna Kundariya | Mar 26, 2021
The last year has seen an explosion of online consumer behavior, creating a ripple effect of digital marketing trends to follow. As a result, some completely new trends have emerged, while some more tried and true trends have grown stronger right alongside the new. Harikrishna Kundariya takes a look at what these new and more established trends for 2021 are on the horizon, including:
- In-email purchases and super-sophisticated targeting
- Progressive web apps (PWAs)
- Virtual reality
- Drone software
- Artificial intelligence
- Voice search
- Chatbots
- Conversational marketing
- Personalization
- Influencer marketing
How Marketers Can Respond to Apple’s iOS 14 Privacy Update
By Marly Broudie | Mar 29, 2021
Marketers and business owners are concerned about their ability to monitor conversions from advertisements on Facebook after the iOS 14 update. Until the full rollout is complete, we won’t know the true impact of this update. To prepare, Marly Broudie recommends some ways you can plan your Facebook ad campaigns around this update:
- Segment Audience Targeting by Android and iOS Users
- Prioritize Your 8 Most Valuable Events
- Verify Your Domain and Enable the Conversions API
- Enable Value Optimization (VO)
- Enable or Update Facebook SDK
- Integrate Independent Tracking and Retargeting Practices
Facebook Ads: 9 Tips for Optimizing Cost and ROAS
By Amy Bishop | Mar 29, 2021
Facebook Ads can be finicky. I review nine ways to optimize your campaigns to drive a better return on ad spend (ROAS) on the world’s largest social network, including:
- Drive More Data
- Look for the Outliers
- Test Different Objectives
- Test Different Bid Strategies
- Test New Creatives
- Optimize Your Mobile Experience
- Reduce Friction
- Test Different Journeys
- Test Better Qualifying Audiences
4 Tips to Succeed Using Google Ads Broad Match (with Data!)
By Keri Gonzalez | Mar 29, 2021
Broad match can be an effective way to identify new keywords to incorporate in your search campaigns while ensuring you see a significant increase in conversions at your target CPA. Keri Gonzalez shares some data from her client’s success with broad match and provides four tips for testing this safely while not breaking the bank, including:
- Monitor shifts in performance
- Embrace and trust automation
- Review your search query reports frequently
- Be patient with hitting targets
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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