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.
Can We Trust View-Through Conversions? An Experiment Reveals!
By Kristen McCormick | Oct 14, 2021 | WordStream
“Display ads can have a strong positive impact on your conversion rates—but oftentimes indirectly, making it hard to track or measure,” writes Kristen McCormick. The view-through conversions metric is designed to help, but can it be trusted? McCormick shares:
- What view-through conversions are.
- An interesting experiment conducted to test their validity.
- Tips on how to track and use this metric.
What does Google’s infinite scroll on mobile mean for advertisers?
By Carolyn Lyden | Oct 15, 2021 | Search Engine Land
Mobile users will now have a continuous scroll in search results, meaning users will continue scrolling through approximately four pages of search results before seeing the “See More” link. Advertisers are wondering how this will affect their Google Ads on mobile devices. While the change does not affect how the ad auction works or the way Ad Rank is calculated, advertisers may see changes in the metrics. Advertisers may see more mobile impressions and a lower CTR on Search, Shopping, and Local Ads, with Search campaigns seeing more impressions from top ads and fewer impressions from bottom ads.
8 Types of Google Ads Extensions For Higher CTR
By Iskra Evtimova | Oct 18, 2021 | Hero Conf
Show more useful information in your paid ads, increase SERP real estate, and increase CTRs with Google Ads Extensions. Relevant ad extensions can increase CTRs and boost Quality Scores, thereby lowering CPC. Iskra Evtimova reviews some of the most widely used ad extensions, including:
- Call Extensions
- Sitelink Extensions
- Structured Snippet Extensions
- Callout Extensions
- Price Extensions
- Location Extension
- Promotion Extensions
- App Extension
Introducing Microsoft Clarity insights for Microsoft Advertising
By Lauren Tallody, Ankit Kapoor | Oct 18, 2021 | Microsoft Advertising Blog
Microsoft Advertising introduced a new pilot feature called Microsoft Claritiy, designed to give advertisers a deeper understanding of landing page engagement and post-click behavior. The feature is free and powered by the existing JavaScript Universal Event Tracking (UET) tag you place across your website. Key benefits include:
- More powerful data
- Free website analytics
- Seamless UET upgrade
NEW Paid Search Advertising Benchmarks for 2021
By Kristen McCormick | Oct 19, 2021 | WordStream
WordStream and LOCALiQ have partnered up to provide you with the 2021 paid search advertising benchmark data. Gain a clear picture of your performance in relation to others in your industry. Find the following metrics across the top 20 industries for Google and Bing search ads:
- Average cost per click
- Average click-through rate
- Average cost per lead
- Average conversion rate
Google Bowling: Tool Saves Advertisers from 3-strike Suspension
By Roger Montti | Oct 19, 2021 | Search Engine Journal
Google’s developer blog announced they are releasing an auditing tool called “bowling” to assist advertisers to identify and remove problematic advertisements. The auditing tool was released to help advertisers avoid permanent suspension of their Google Ads accounts. The tool is a Google-produced python script meant to help advertisers be proactive in removing problematic advertisements, but it’s also not offered with any warranty.
Every PPC Metric Under the Sun (+How to Improve Each & Every One)
By Susie Marino | Oct 19, 2021 | WordStream
PPC has a lot of data and metrics. It’s helpful to know what it all means. Susie Marino has put together a one-stop shop to tackle PPC data like a pro by knowing every and any metric you’ll ever need in this guide. She covers:
- Easy-to-understand definitions for 28 PPC metrics.
- Specific tips on how to improve each one.
- The context you need to determine which metrics are most important to you.
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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