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.
LinkedIn Offers Free Marketing Certification Program
By Matt Southern | Jul 21, 2021
Become a qualified LinkedIn marketing expert with LinkedIn’s new free marketing certification program. This program is for professionals who want to show that they have specialized knowledge in LinkedIn marketing. The new LinkedIn advertising certification identifies marketing professionals adept at LinkedIn advertising to employers and clients on their profile. Earning the certification involves passing two exams on LinkedIn advertising fundamentals and LinkedIn marketing strategy.
The Easy Guide to Google Ads Image Extensions in 2021
By Michelle Morgan | Jul 21, 2021
Image Extensions are one of the most recent ad extensions available on the Google Ads platform. Your ads can be visually enhanced and more appealing when you use Image Extensions, making them a great addition to any campaign. Michelle Morgan covers everything you need to know about Image Extensions, including:
- How to set up Google Ads image extensions
- Where to find images for your extension, plus specs
- Best practices for image extensions and how to view your performance
12 Facebook Ads Features Every Marketer Should Know
By Andrea Taylor | Jul 22, 2021
Advertisers on Facebook can take advantage of a lot of tools that fly under the radar. Several options make advertising on Facebook easier, but you may not be aware of them all. Andrea Taylor covers these 12 Facebook Ads features that can help elevate your campaigns, including:
- Third-Party Tag Integration
- Pixel Helper
- Creative Hub
- Facebook Analytics
- Audience Insights
- Campaign Budget Optimization
- Ad Scheduling
- Location Targeting
- Connections
- Saved Audiences
- Block Lists & Publisher Lists
- Automated Rules
NEW Optimized Targeting in Google Ads: What You Need to Know
By Susie Marino | Jul 22, 2021
Google is making advancements in audience targeting in light of the future changes to third-party cookie data through optimized targeting. “This is a branched-off targeting option automatically applied to advertisers leveraging audience or demographic targeting on Display, Discovery, and some video campaigns,” explains Susie Marino. To help you decide if optimized targeting is something you’ll want to leave on or turn off for your Display, Discovery, or video strategy, Marino answers the following questions:
- What is optimized targeting in Google Ads?
- How does optimized targeting work?
- When should you use optimized targeting?
3 Ways to Build Warm Facebook Ad Audiences
By Laura Moore | Jul 26, 2021
If you are looking for new ways to build warm targeting audiences on Facebook, or want to drive more sales with your ads, then Laura Moore has three types of Facebook ad formats to improve your results, including:
- How to Use Facebook Instant Experience Ads to Build Warm Audiences
- How to Use Facebook Carousel Ads to Build Warm Audiences
- How to Use Facebook Video Ads to Build Warm Audiences
Facebook iOS 14 Update Aftermath: 4 Issues & What To Do About Them
By Sean Johnston | Jul 28, 2021
Sean Johnston looks at what advertisers are experiencing as a result of Facebook’s iOS 14 update. He introduces a few common threads across the campaigns he helps manage on the agency side and shares steps you can take to minimize their impact, including:
- Pixel-Based Conversion Reporting Is Off… Way Off
- Conversion Rates Are Inconsistent
- Campaign Budget Optimization Is Less Reliable
- Retargeting Audiences Are Smaller: No Surprise There
How To Increase E-Commerce Conversions On A Shoestring Budget
By Luke Carlino | Jul 28, 2021
“Although spending money to improve your e-commerce conversion is a wise long-term investment, it does not mean it has to cost a small fortune,” writes Luke Carlino. He provides some easy and cost-effective ways how to increase e-commerce conversions on a shoestring budget, including:
- Optimize for increased conversion rates
- Engage your audience with video content
- Benefit from a strong social media
- Connect with customers through reliable email
- Use other people to influence the public
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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