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.
Breaking: Google Announces New Dynamic Exclusion Lists
By Amy Bishop | Apr 15, 2021
In a move toward increasing brand safety on the web, Google announced the addition of dynamic exclusion lists to help advertisers simplify the management of negative placements. Dynamic exclusion lists are placement exclusion lists that are dynamically updated in order to simplify placement management. This feature also allows advertisers to opt into third-party lists and automatically keep their exclusions updated for ongoing brand protection. Dynamic exclusion lists can include web pages or entire domains and they will be available to be uploaded via a range of formats. An account can have up to 20 shared exclusion lists with tens of thousands of URLs and domains per list. Details are still forthcoming regarding implementation details but Google notes that this feature should be available to all users within the coming weeks.
4 Ways to Pinpoint Your Targeting with Google Ads Custom Audiences
By Michelle Morgan | Apr 19, 2021
Custom Audiences are used for display and YouTube ads where you’re able to create your own audiences based on their interests and, in some instances, their search history. Michelle Morgan walks you through all of the options available for you to leverage for better ad performance. They include:
- Interest & behavior
- Types of websites browsed
- Types of apps downloaded
- Category of physical location visited
Health insurance advertisers in the U.S. now required to pass Google Ads certification
By Carolyn Lyden | Apr 20, 2021
“Health insurance providers hoping to advertise on Google Ads will have until June 2, 2021 to complete the certification and provide proof that they are permitted under state law to sell health insurance. The certification is another effort by Google Ads to ensure trustworthiness of advertisers in the healthcare and government services space,” writes Carolyn Lyden. This is another layer of protection for consumers as it ensures your clients and business are in compliance. Those advertising health insurance policies must also provide documentation that they are legally allowed to do so.
How to Drive More Conversions (In Less Time) with Facebook Dynamic Ads
By Akvile DeFazio | Apr 20, 2021
Few advertising products are more effective at driving sales than Facebook dynamic ads, especially if you work in ecommerce. Even though dynamic Facebook ads tend to be more time-consuming to set up since they have more requirements, don’t let that stop you. If you follow the steps for setting up your account, Facebook will do the work and future campaigns will be a breeze. Akvile DeFazio covers how to drive more conversions with Facebook dynamic ads, including:
- How Facebook dynamic ads work
- When to use them Facebook dynamic ads
- Tips and best practices for ad creative, targeting, and more
Google Dispels Rumors About Bid Strategy Changes
By Amy Bishop | Apr 20, 2021
Last month, a post on Google’s Developer blog about bid strategy updates spurred some controversy when it was misinterpreted to indicate that two smart bidding strategies were going away. Google confirmed what many PPCers had speculated: that the bid strategies aren’t going away, rather the Google Ads UI is getting a small facelift. With this change, what advertisers have known as Target CPA and Target ROAS will be grouped under the Maximize Conversions and Maximize Conversion value bid strategies, respectively. Google confirmed in an email exchange that the machine learning that powers the Target CPA and Target ROAS bid strategies will not change. The bid strategies will continue to function in the same way that they had but the way that advertisers set them up will be slightly different. Google shared that the goal of this change was to provide more clarity for advertisers. Google plans to begin rolling out these updates over the next weeks and months.
How to Budget for Facebook Ads: Forecasting Your Costs
By Emily Hirsh | Apr 21, 2021
Emily Hirsh shares a simple Facebook ad budget formula that will help you determine how much you’ll need to spend on Facebook ads to meet your sales goals. She walks you through the process to calculate your Facebook ads budget based on your sales goals, including:
- Define Your Sales Goals
- Determine How Many Leads You Need From Your Facebook Ads
- Calculate Your Facebook Ad Spend Budget
- Adjust Your Facebook Ad Cost
- Determining Your Average Cost per Lead and Conversion Rate
- Average Cost per Lead and Conversion Rate for 3 Types of Sales Funnels
How to Decrease Landing Page Bounce Rate & Capture More Email Addresses
By Adam Enfroy | Apr 21, 2021
“If you’re running a lead generation campaign, your landing page bounce rate is one of the most important metrics to track. That’s because if your bounce rate is high, you won’t capture as many email addresses as you should,” writes Adam Enfroy. Therefore, you need to know how to decrease your landing page bounce rate. Enfroy recommends these eight strategies for doing just that:
- Understand Your Target Audience
- Design for Conversions, Not Looks
- Match Landing Page to Referring Page
- Improve Page Load Speed
- Use Trust Builders
- Don’t Ask for Too Much Information
- Ensure Your CTA is Optimized
- Ensure Your Driving the Right Traffic
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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