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.
Boost Your Organic Content and Promote Your Events with New LinkedIn Marketing Features
By Rishi Jobanputra | May 25, 2021
LinkedIn introduces Event Ads and “boosted” posts. Organic posts can be boosted directly from a brand’s LinkedIn Page to expand the post’s reach and audience. The Event Ad feature helps you promote your event by highlighting key event details, like date, time, and how to join your event, to an entirely new audience while also allowing members to learn if a mutual connection has expressed interest in attending. The new Event Analytics tool provides marketers and event organizers with aggregated insights into event attendees’ reach, engagement, and firmographic makeup.
Google Ads (Finally!) Rolls Out Monthly Spend Limits: What You Need to Know
By Susie Marino | May 26, 2021
Google recently announced the ability to set a monthly spending limit at the account level starting June 1st. Advertisers who manage multiple campaigns and want to remain within a budget will find this to be groundbreaking. Susie Marino covers what you need to know about this new feature, including:
- How the Google Ads monthly spend limit works.
- How it compares to daily budgets.
- How to set up a monthly budget in your account.
- What you need to know to get the most out of this new feature.
Key Takeways From the Google Marketing Livestream
By Amy Bishop | May 27, 2021
At the annual Google Marketing Livestream, Google announced several new features and broader rollouts of existing tools for advertisers. I’ve broken the big announcements into six main themes: a focus on privacy, automated solutions, standing out in the SERP, reporting updates, new solutions for retailers, and new solutions for the travel industry. Within each theme, there are new announcements for a total of 19 big announcements that you won’t want to miss!
A Continued Focus on Privacy
- Custom Audience Rollout
- Conversion Tracking Updates
More Automation Solutions
- Expanding Target ROAS
- Expanding Performance Max
Standing Out in the SERP
Google Analytics & Reporting Updates
- Extending Modeling Capabilities to the Behavioral Report
- Advertiser Report in Google Analytics
- Incorporating YouTube & Display in Attribution Models
New Solutions for Retailers
- New Attribute Tags to Help Consumers Connect with Likeminded Businesses
- Using Augmented Reality to Allow Prospects to Try On Makeup & Clothes
- Merchant Loyalty Program Integration
- Surfacing Deals for Prospects
- Advertising Shopping Options
- New Shop Pay Buying Option
- New eCommerce Integrations
- Connecting Google Merchant Center to Discovery Ads & YouTube Video Action Campaigns
New Solutions for the Travel Industry
- Hotel Booking Extensions
- Vacation Rentals
- Enhancing Commisions (Per Stay) Bidding
Microsoft Announces Unified Campaign Pilot Including Google, Facebook, Instagram & More
By Amy Bishop | May 27, 2021
Microsoft Ads has announced the pilot launch of Unified Campaigns. This hub enables advertisers to set up multi-channel campaigns, including launching and managing paid social campaigns. Advertisers plug in their website URL and Microsoft Advertising will help set up the campaign by identifying targeting options and relevant ad content. Advertisers will now be able to launch campaigns across Facebook, Instagram, Twitter, Linkedin, and Google. Advertisers will only pay for their ad spend, and there is no fee or commission to use the platform.
How and why you should pause paid search (for science)
By John Smith | May 28, 2021
“With the right structure and parameters, pausing paid search can be an invaluable source of data for PPC professionals,” explains John Smith as he describes how to conduct an A/B incrementality test. He outlines how to set up your control and test groups, check your measurements, conduct the test, and analyze the results. Pausing PPC as an incrementality test is an approach that offers a way to incorporate deeper, more structured testing into PPC strategies.
Microsoft Announces June Updates & Feature Rollouts
By Amy Bishop | June 1, 2021
Many of Microsoft’s previously announced features are scheduled to roll out in June, along with a few new announcements. Here’s what you need to know to ensure your accounts are up to speed:
- Shopping Campaign Import Enhancements
- Smart Shopping Integration for Shopify Users
- Microsoft Audience Network Expands
- New In-Market Audiences in the UK, France & Germany
- Phrase Match Updates Set to Roll Out in June
- Similar Audiences U.S. Roll Out
- Microsoft Import Enhancements Now Live
4 Ad Customizers to Improve Google Ads Campaign Performance
By Andrea Atzori | June 2, 2021
Ad customizers can do much more than instill a sense of urgency by adding a countdown. Andrea Atzori explains, “Google released them with the vision that they would allow advertisers to leverage on their business data to dynamically create more relevant and personalized experiences.” Ad customizers allow for more dynamic and personalized ads, allow advertisers to easily scale their campaigns, and allow advertisers to have consistent data. Atzori reviews four key areas that ad customizers enable marketers to target: Location, Time, Product, and Audience.
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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