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.
Dynamic Search Ads Explained & How Best to Use Them in Your Strategy
By Amy Bishop | Oct 25, 2021 | Semrush Blog
Dynamic search ads refer to a type of campaign that allows advertisers to capitalize on queries that might not have otherwise triggered their ads. They can be a great source for identifying new keyword options that you might not have otherwise found. I cover what dynamic search ads are, how they work, and some ways to leverage them, including:
- How Do Dynamic Search Ads Work?
- Setting Up a DSA Campaign
- The Pros & Cons of DSA Campaigns
- How to Target DSA Campaigns
11 Killer Tactics for Your Local Online Marketing Strategy
By Amy Bishop | Oct 26, 2021 | Semrush Blog
Local businesses have a unique challenge when it comes to marketing. While you might think that online marketing for local businesses should be easier because they operate in a smaller area, in fact, it is often the opposite. Local businesses not only have to find their ideal target customer, like everyone else, but they also have to do so with smaller audience numbers. This makes it tricky to target as specifically as they may want while still having a large enough audience to target. Here are some ways that businesses can leverage local online marketing opportunities to level up their efforts:
- Optimize Your Google My Business Listing
- Geofencing Campaigns
- Geotargeted Search Campaigns
- Google Ads Local Campaigns
- Local Inventory Ads
- Google Display and Remarketing
- Paid Social Campaigns
- Local SEO for Your Website Other Than Maps Listings
- Collect Email Addresses & Keep in Touch
- Reputation Management
- User-Generated Content
The Ultimate Google Ads Pacing Dashboard (Free Data Studio Template)
By Amy Hebdon | Oct 29, 2021 | Search Engine Journal
“Having instant access to performance goals and actuals gives you insights that can make you a more strategic paid search marketer. With this Google Ads pacing dashboard, you’ll finally be able to meet the demands of your own pacing wishlist and drive better management decisions for your clients,” writes Amy Hebdon. She provides an excellent tutorial for creating your own Google Ads pacing dashboard for the following features:
- KPI snapshots and relationships.
- Show daily progress.
- Provide context.
- Accessible and shareable.
3 YouTube Ad Targeting Options to Expand Your Reach
By Joe Martinez | Nov 1, 2021 | SocialMedia Examiner
In this article, Joe Martinez covers three targeting tactics that offer the most flexibility, which makes testing easier for anyone new to YouTube advertising, including:
- Target Audiences by YouTube Remarketing Lists
- Target Audiences by Specific Placements
- Target Audiences by Custom Segments
Google Ads Performance Max Campaigns Best Practices
By Matt Southern | Nov 2, 2021 | Search Engine Journal
Performance Max campaigns are a new way for advertisers to buy and optimize ads across YouTube, Display, Search, Discover, Gmail and Google Maps and are now available to everyone. Businesses utilizing this campaign type are able to promote themselves across all Google Ads inventory, leading to more customers and conversions. Performance Max helps you achieve your goals in four main ways:
- Increasing conversions and value
- Finding new customers
- Gaining richer insights
- Working together with automation
5 Optimization Score Recommendations to Look For
By Jessi Carr | Nov 3, 2021 | Hero Conf
“We have seen more and more emphasis placed on maintaining a high Optimization Score within accounts, and we expect this trend to continue in the future,” explains Jessi Carr. She walks you through some of the most suggested recommendations that she has come across and why they should be looked at with a discerning eye before applying, including:
- Adding New Keywords
- Price Extensions
- Call Extensions
- Raise Your Budgets
- Use Display Expansion
How to Research Your Competitor’s Ads on 4 Social Platforms
By Lisa D. Jenkins | Nov 3, 2021 | SocialMedia Examiner
Researching your competitors will decrease the amount of time you spend running tests with your ad campaigns. “Dissecting your competition’s ads gives you a better understanding of what makes a successful, high-converting ad based on the results they’re seeing. Plus, you’ll learn a lot about your audience in the process such as what they’re interested in and what resonates with them,” writes Lisa D. Jenkins. She provides insights into competitor ad research for the following platforms:
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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