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 Write Better Landing Page Copy in 2021 (With Tips)
By Melanie Deziel | Aug 4, 2021
Unbounce found that for 40,000 landing pages, “copy (28%) influenced conversion more than two times as much as design (13%) did.” Copywriting will depend on your audience and industry, but there are a few best practices that you can follow. Melanie Deziel shares four methods for better landing page copywriting, including:
- Get rid of jargon
- Back your writing with numbers
- Tell a compelling story
- Energize your readers with actionable words and phrases
Google Ads Editor Rolls Out New Features: Lead Form Extensions, Hotel Ads & More
By Amy Bishop | Aug 12, 2021
Google Ads released Google Ads Editor 1.7 with new features including easier downloads, audio ads, and more! I highlight what you need to know for the following:
- Easier Downloads
- Lead Form Extensions
- YouTube Audio Ads
- Hotel Ads
- Additional Recommendations
Facebook Ads Announces Updates to Targeting Minors, Instagram Shop Ads, & More
By Amy Bishop | Aug 12, 2021
Facebook has announced updates to how they are handling privacy for minors, launched new ad placement tests, and developed a new tool for advertisers. Facebook has started to deliver messaging in the UI alerting advertisers to upcoming changes in how they will handle targeting of Facebook users under 18; for new ads that include young people, you’ll only be able to target by location, age, and gender. Facebook recently launched a new idea generator, a tool designed to help suggest new campaign ideas. To use the tool, advertisers plug in their vertical and whether the content is seasonal or not. After clicking submit, Facebook surfaces campaign ideas, as well as data and insights and resources. Instagram has begun testing ads in the Instagram Shop Tab, with ads appearing on the homepage for the Instagram Shop tab. Clicking the ads will allow users to view additional images, read product details, and view other products, much the same as the experience when browsing organic shop tab listings on Instagram.
Facebook Ad Sets Optimization: 5 Crucial Tips For Maximum ROI
By Binh An Nguyen | Aug 12, 2021
Facebook’s paid advertising can be leveraged for brand growth in a number of ways. Binh An Nguyen explores these five essential tips for optimizing your Facebook ad sets, for maximum return on investment and improved conversions:
- Install Facebook Pixel
- Create Target Audience Personas
- A/B Test Your Ads
- Use Intelligent (Re)targeting
- Stand Out and Be True to Yourself
Facebook Ads Invests in Privacy Research With Goal of Improving Tracking
By Amy Bishop | Aug 13, 2021
Facebook announced that they are investing in research supporting the furthering of Privacy Enhancing Technology, through academics, global organizations, and developers. It’s no surprise that Facebook is taking a heavy interest in Privacy-Enhancing Technologies after the changes stemming from iOS14 have created massive losses in data for advertisers. The goal in investing in these technologies is to identify better methods of tracking which will maintain privacy while feeding anonymized and aggregated data back to Facebook, bettering advertiser outcomes.
- Privacy-Enhancing Technologies and Facebook Ads
- Multi-Party Computation (MPC) & Private Lift Measurement
- On-Device Learning
- Differential Privacy
Facebook’s 11 Tips For Better Video Ads
By Matt Southern | Aug 16, 2021
Facebook shares 11 tips for creating better video ads based on the latest research into what’s working right now from research published in a Facebook-commissioned report on social online video effectiveness. To help marketers improve what’s likely to drive the most sales, Facebook put together these tips to steer the creative direction of video ads toward customer action:
- Mobile-first
- Sound off
- Showcase product or service
- Single focus
- Highlight your brand
- Get to the point
- Use Movement
- Say less
- Non-traditional storytelling
- Keep their interest
- Visual interest
How to Analyze Your YouTube Ad Performance
By Lisa D. Jenkins | Aug 17, 2021
“Creating a strong YouTube ad begins with knowing your audience, understanding who you want to reach, and customizing the ad to that target group. Data helps you do that,” explains Lisa D. Jenkins. To help you learn how to correctly measure and track the performance of four different YouTube ad types, so you know what’s working and what isn’t, Jenkins reviews:
- 3 Tools to Analyze YouTube Ads
- Analyzing Skippable YouTube Video Ads Performance
- Analyzing Non-Skippable YouTube Video Ads Performance
- Analyzing YouTube Bumper Ads Performance
- Analyzing YouTube Overlay Ads Performance
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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