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November 3, 2021  |  By Cultivative Blog

What To Know Wednesday: A Weekly PPC Round-Up

what-to-know-wednesday

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
Creating-a-dynamic-search-campaign
Read the article here.

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
11local-online-marketing
Read the article here.

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:

  1. Optimize Your Google My Business Listing
  2. Geofencing Campaigns
  3. Geotargeted Search Campaigns
  4. Google Ads Local Campaigns
  5. Local Inventory Ads
  6. Google Display and Remarketing
  7. Paid Social Campaigns
  8. Local SEO for Your Website Other Than Maps Listings
  9. Collect Email Addresses & Keep in Touch
  10. Reputation Management
  11. User-Generated Content

 

The Ultimate Google Ads Pacing Dashboard (Free Data Studio Template)

By Amy Hebdon | Oct 29, 2021 | Search Engine Journal
pacing-dashboard
Read the article here.

“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:

  1. KPI snapshots and relationships.
  2. Show daily progress. 
  3. Provide context. 
  4. Automated. 
  5. Accessible and shareable.

 

3 YouTube Ad Targeting Options to Expand Your Reach

By Joe Martinez | Nov 1, 2021 | SocialMedia Examiner
youtube-ad-targeting
Read the article here.

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:

  1. Target Audiences by YouTube Remarketing Lists
  2. Target Audiences by Specific Placements
  3. Target Audiences by Custom Segments

 

Google Ads Performance Max Campaigns Best Practices

By Matt Southern | Nov 2, 2021 | Search Engine Journal
google-ads
Read the article here.

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
optimization-recommendations
Read the article here.

“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
research-competitors-ads
Read the article here.

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:

  • Facebook
  • Instagram
  • LinkedIn
  • Twitter

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.

Get your weekly dose of PPC industry news delivered right to your inbox! Subscribe to our newsletter HERE.

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