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.
Google Delays Privacy Sandbox Initiatives, Extends Support for 3rd Party Cookies
By Amy Bishop | Jun 24, 2021
Google announced that support for third-party cookies would be extended until late 2023, giving marketers more than a year extension from the previous plan to block third-party cookies by 2022. The Privacy Sandbox initiatives will be delayed while more testing takes place. In addition, Google released a new rollout schedule for Privacy Sandbox initiatives, noting that they need to ensure appropriate testing time. Google has noted that they will provide a more detailed schedule on privacysandbox.com, where it will be updated regularly to provide greater clarity and ensure that developers and publishers can plan their testing and migration schedules.
4 Tools to Use When Facebook Analytics is Gone
By Mark Quadros | Jun 24, 2021
Facebook made a surprising announcement with the discontinuation of the Facebook Analytics tool as of June 30, 2021. Detailed insights into how audiences interact with Facebook ads are available from analytic tools, helping marketers and advertisers increase their ROI. Therefore, you will need to transition to other tools to help you glean your analytics from Facebook. Mark Quadros covers four Facebook Analytics alternatives, as well as which Facebook advertising metrics you will want to track moving forward, including:
- Facebook Business Suite
- Facebook pixel and Facebook conversions API
- Creator Studio
- Hootsuite Analytics
How to Set the Budget for Your Facebook Ad
By Michelle Morgan | Jun 25, 2021
Michelle Morgan takes a deep dive into optimizing your Facebook Ads campaign budget with customizations. She discusses how Campaign Budget Optimization leverages machine learning. She also provides tips for using Daily Budgets and Lifetime Budgets, detailing the pros and cons of each.
How to Test Your Way to Better Instagram Ads (and Conversions)
By Anne Popolizio | Jun 28, 2021
“Instagram ads require different behavior than organic content, and whenever you have this discrepancy, you’ll have a lower click-through rate. This is the challenge of Instagram,” explains Anne Popolizio. To optimize your top-performing Instagram ads, Popolizio outlines a comprehensive process to test your Instagram ads campaigns and scale your results, including:
- Choose the Right Objective for Your Instagram Ads Campaign
- How to Test Your Instagram Ads Messaging
- How to Test Your Instagram Ads Offer
- How to Test Your Instagram Ads Audience
- How to Scale Your Instagram Ads Campaign
Advertisers will lose the ability to create new BMM keywords in late July
By George Nguyen | Jun 29, 2021
Advertisers will no longer be able to create new broad match modifier (BMM) keywords with the +keyword notation as of late July. Advertisers can still edit attributes of their BMM keywords, but editing keyword text will require changing the keyword to phrase match. George Nguyen recommends, “Since existing BMM keywords are already being treated under the expanded phrase match behavior, it’s a good idea to convert your keywords if you haven’t already. This will enable you to start gathering new keyword stats sooner rather than later and it may make account management easier because you’re no longer working with a deprecated match type.”
7 Things to Know About the NEW Google Ads Creative Studio
By Susie Marino | Jun 29, 2021
Google Ads Creative Studio is a collaborative hub built to help design and media teams streamline and scale the rich media ad creation process. To help you decide if the Google Ads Creative Studio should be a part of your agency’s creative strategy, Susie Marino covers what it is, how it works, and highlights these seven points:
- It combines Google’s many creative tools into one
- It’s an easier way to create compelling ads for multiple clients
- It supports multiple ad types
- It’s only for agencies
- You can still use traditional creative tools
- You need to apply for access
- The QA portion is not available right now
4 Factors that Influence Ecommerce Paid Search Conversion Performance
By Stephanie White | Jun 30, 2021
You may be doing all the right things to optimize your ad campaigns, but other factors can still harm your conversion rates. Stephanie White reviews four factors that may influence e-commerce paid search conversion performance that you may want to identify as problem areas:
- Prices that are too high
- Competing with Amazon
- Attribution and tracking Issues
- Suboptimal Shipping Prices and Shipping Time
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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