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.
How to Fix 6 of the Most Common PPC Advertising Problems
By Ashwin Balakrishnan | Jun 21, 2021
Even with its challenges, online advertising increases businesses’ reach and revenue. Whether you’re a PPC advertising expert or just getting started with search ads, you’ve probably encountered one or more common problems. Ashwin Balakrishnan covers the basics of search advertising and six of the most common PPC advertising problems, and how to fix them, including:
- Low Impressions
- Too many keywords
- Poorly structured account
- Passive bid management
- Wrong search intent
- Focusing on the wrong KPIs
5 Reasons Your Facebook Ads Aren’t Converting & How to Improve Them
By Kristopher Jones | Jul 1, 2021
Advertising on Facebook is one of the best tools for researching your audience and promoting your brand. But even experienced digital marketers run into difficulties in Facebook advertising, specifically getting targeted traffic to convert. Kristopher Jones reveals five reasons your Facebook advertising campaign doesn’t generate enough conversions with some creative fixes to increase your conversion rate significantly, including:
- You Don’t Have Enough Audience Data
- Your Targeting Parameters Need More Optimization
- Facebook Users Aren’t Shoppers
- You Aren’t Segmenting Ad Campaigns
- The Problems Run Deeper in Your Funnel
Microsoft Advertising Announces July Product Releases & Updates
By Amy Bishop | Jul 6, 2021
Microsoft Advertising announced its July product releases and updates. Highlights include:
- Microsoft Expands Verticals for Dynamic Remarketing
- In-Market Audience Data Refined
- Automated Bidding Expands to the Microsoft Audience Network
- New insertions for your Responsive Search Ads
- New Action Extensions
- Deprecation of Microsoft Advertising Intelligence Tool
Microsoft Advertising Announces New Multimedia Ads For Search
By Amy Bishop | Jul 7, 2021
Microsoft Advertising has announced a new responsive ad format, called multimedia ads. The ads will combine advertisers’ images, headlines, and descriptions using machine learning to create engaging, attention-grabbing ads. Multimedia ads will be delivered on the Bing.com search pages and will be featured prominently in the mainline at the top of the SERP or on the right rail. There will only be one multimedia ad per page, so only one advertiser can deliver a multi-media ad at a time. Because only one multimedia ad can display at a time, Microsoft Ads has rolled out bid adjustment settings. Advertisers can add an additional bid modifier for the multimedia ad placement.
10 Geotargeting Tips to Maximize Your Google Ads ROI
By Susie Marino | Jul 7, 2021
“Geotargeting is a form of targeting by location that lets your ads only appear to customers in a certain physical place, or set of places, that you specify. That way, your money goes to the right place every time,” explains Susie Marino. She covers why and how to use geotargeting, how to set up a geotargeting campaign in Google Ads, and ten tips on how to maximize your local PPC performance, including:
- Double-check your location options
- Keep an eye on granular location metrics
- Seek out and implement location-based negatives
- Use bid adjustments to lower CPA
- Don’t be afraid to be picky
- Don’t forget to exclude certain locations
- Use Google Trends to inform your geotargeting strategy
- Include regional terms in your keyword lists
- Include the name of your target location in your ad copy
- Leverage location extensions and call extensions
5 Things Google Analytics Can’t Tell You & How to Get the Missing Info
By Kayle Larkin | Jul 7, 2021
Although Google Analytics is an important tool for marketers, it cannot tell you everything, and it does have its limitations. Kayle Larkin covers five main things Google Analytics can’t tell you and how to get the missing information so that you can make the right marketing decisions for the following:
- Historical Data
- Sampling
- Heat Mapping
- Social Media Monitoring
- Lead Quality
How to Audit Your Facebook Ads Account for Better Results
By Erin Corn | Jul 7, 2021
Performing an audit of your Facebook ads account is critical to the ongoing success of your paid advertising strategy and can help reduce wasteful ad spending. Erin Corn explains that “The goal of the audit is to uncover opportunities to improve performance and identify areas that are working well. The results of this review will take the guesswork out of your Facebook campaigns and give you confidence in the management of your paid social strategy.” Corn dives into how to audit the following:
- Your Facebook Ads Account Structure
- Your Tracking Setup
- Your Facebook Audiences, Targeting, and Placements
- Your Facebook Ad Creative
- Your Facebook Ads Reporting for Customized Setup
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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