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.
Display & Video 360 gets new frequency and reach metrics
By George Nguyen | Jul 29, 2021
“Google is adding a dedicated data visualization in Display & Video 360 (DV360) to show reach gains for each campaign that spans across channels and has a frequency goal set at the campaign level… In addition, DV360 will also calculate the added reach advertisers get for each Programmatic Guaranteed deal using DV360’s frequency management solution,” writes George Nguyen. “Having access to real-time reach gains can help advertisers gauge their campaign performance and manage their programmatic campaigns across channels. This new data visualization may also enable advertisers to save time that might otherwise be spent experimenting to test the impact of their frequency management strategies across various media types.”
Google’s NEW 3-Strikes Ad Policy: The Full Scoop + 5 Tips to Prepare
By Susie Marino | Jul 30, 2021
Google’s three-strikes ad pilot rolling out in September has some advertisers concerned. Susie Marino covers what Google’s three-strike ad policy system is, how it works, and when the pilot will go into effect. She also details varying responses to this announcement within the PPC community. Additionally, she provides five ways you can prepare and avoid strikes and suspensions come September, including:
- Appeal or resolve any outstanding disapprovals
- Check all corners of your account and website for any potentially triggering content
- Roll out any new content prior to September if possible
- Set up advertising on other channels
- DON’T make a backup account now or after your suspension
Google’s local ads tips for the back-to-school shopping season
By George Nguyen | Jul 30, 2021
“More than half of North American back-to-school shoppers say they’ll check for in-store inventory online before going into a store and 48% will shop at stores that offer curbside pickup or contactless shipping, according to Ipsos data commissioned by Google,” writes George Nguyen. To help retailers make the most of the back-to-school shopping season, Nguyen highlights what Google has published as a list of local ads solutions:
- Get your local inventory online
- Local inventory ads
- Promote your locations
- Optimize for online and in-store
8 Creative PPC Strategies to Overcome Today’s Challenging Landscape
By Kristen McCormick | Aug 2, 2021
“With Google taking away modified broad match and low-volume search terms; Facebook Ads limiting us to only eight conversion events, and eventual cookiepocalypse redefining pretty much everything, some strategies and tools that were ineffective or didn’t make sense to use in the past are now coming out on top,” explains Kristen McCormick. To help overcome some of the top PPC challenges of today, McCormick shares these eight strategies:
- Pair broad match with audience targeting to succeed without modified broad
- Turn YouTube Studio into a video and display ad optimization tool
- Get new keyword ideas with Microsoft Advertising Intelligence
- Use display ads for more than just brand awareness
- Run lead generation ads to scale first-party data collection
- Use LinkedIn Website Demographics to refine your B2B buyer personas
- Use custom conversion events to cope with Facebook [aggravated] Event Measurement
- Turn click-to-Messenger ads into lead-generating chatbots
Microsoft Ads August Updates: New Bidding Strategy, New Automated Extensions, & More
By Amy Bishop | Aug 3, 2021
Microsoft announced a list of new product updates and releases for Advertisers, including a new bid strategy, manager-account labeling, new automated extensions, extended brand safety protections, and updates to Unified Campaigns. I highlight what you need to know about the following:
- Microsoft Ads Announces Target Impression Share
- New automated extensions
- Account Labeling
- Track product-specific conversions with product conversion goals
- Integral Ad Science platform-wide brand safety protection now available globally
- Changes to Unified Campaigns
What Online Shoppers Expect in 2021
By Pamela Hazelton | Aug 4, 2021
The trend for online shopping brought on by the pandemic has become a permanent shift for many consumers. With that shift, there have been heightened expectations. Pamela Hazelton covers seven expectations of post-pandemic online shoppers, including:
- Easy returns
- Social media buying
- Mobile-first
- Personalized experiences
- Fast and affordable order fulfillment
- Greener offerings
- Live help anytime
4 Versatile Conversion Rate Optimization Strategies to Supercharge Your Marketing Strategy
By Victor Blasco | Aug 4, 2021
Victor Blasco shares CRO strategies that can be applied to your marketing, including:
- Quality of Life Improvements for Your Site
- Video Content for CRO: Tips and Tricks
- Optimize Your CTAs
- Social Proof, and the Benefits of Using It
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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