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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.

7 Things You MUST Do Before Expanded Text Ads Go Away

By Michelle Morgan | Nov 2, 2021 | WordStream

Google announced it will be sunsetting expanded text ads in June 2022. It’s important to take advantage of the time before the deadline to ensure your account is in as strong of a position as it can be. Michelle Morgan recommends working on the following during this time:

1. Test ETA message combinations while you still can
2. Create staged ETAs to use later
3. Be ready for declining ETA impressions
4. Activate responsive search ads now
5. Establish RSA benchmarks
6. Pin strategically
7. Understand RSA reporting limitations

5 Ways to Use Scarcity on Your Landing Page to Boost Your Sales

By Hanson Cheng | Nov 4, 2021 | Unbounce

The psychology of scarcity is that the more limited something is, the more value it has to the audience. Other psychological effects of scarcity on buyers include making a product more desirable, enhancing FOMO, and reducing consumers’ concerns about pricing. Hanson Cheng covers five ways to use scarcity in your landing pages, including:

1. Scarcity in your landing page headline
2. Scarcity in your landing page copy
3. Use a countdown timer
4. Use visuals that convey scarcity
5. Design scarcity-focused CTAs

Facebook Ads vs Instagram Ads: 6 Key Considerations For Budgeting

By Ilya Cherepakhin | Nov 5, 2021 | Search Engine Journal

Ilya Cherepakhin recommends using these six criteria to decide if it’s best to run ads on both Facebook and Instagram or to focus all of your efforts on just one platform:

1. Increase Your Audience Reach By Up To 25%
2. Benefit From Each Platform’s Unique Ad Formats
3. Tap Into Your Audience’s Intent
4. Tailor The Supporting Text Content
5. Develop Synergies With Your Organic Efforts
6. Resource Allocation To Optimize Each Platform

The Biggest PPC Trends of 2022, According to 23 Experts [Ebook]

By Danny Goodwin | Nov 9, 2021 | Search Engine Journal

SEJ interviewed 23 top PPC marketing experts to learn what trends in 2022 will matter the most in paid media – paid search, paid social, remarketing, and more. Discover the PPC trends that will dominate 2022 with this ebook:

• Automation
• First-Party Data
• Audience Targeting & Segmentation
• Testing
• Diversification

8 Perilous PPC Mistakes to Avoid This Holiday Season

By Susie Marino | Nov 9, 2021 | WordStream

“With this season being such an important time for countless businesses, you don’t want to fall victim to any PPC mistakes when it comes to your holiday marketing. ‘Tis the season to remember common holiday PPC pitfalls—and how to dodge them,” writes Susie Marino. She advises watching out for the following:

1. Ramping up your spend a little too much
2. Putting all your PPC budget into one tactic
3. Not running ads on mobile
4. Not being inclusive
5. Trying something a little too new
6. Landing page outages
7. Account disapprovals or holds
8. Using the same ad copy you would normally

How to Scale with Lookalike Audiences For Facebook Ads & More

By Etgar Shpivak | Nov 9, 2021 | Skai

“Lookalike Audiences are one of the most powerful tools in the modern marketer’s arsenal. Often used to expand existing audiences to new locations and products, their true potential is broader and can help scale virtually anything,” explains Etgar Shpivak. He dives into the ins and outs of how to scale lookalike audience targeting. He highlights the importance of balancing the use of metrics coupled with the ability to see beyond them into your users’ motivations while making sure your lookalike seeds are consistent and granular.

Google announces new features in Ads Editor version 1.8

By Carolyn Lyden | Nov 10, 2021 | Search Engine Land

The latest edition of Google Ads Editor includes many new features and views. “These features should make it easier for you to manage campaigns and advertising strategies for all your accounts when you’re not online,” details Carolyn Lyden. Here’s what’s new:

• Overview page
• Auto-apply view for Recommendation
• Support for asset-based call extensions
• Support for asset-based price extensions
• Target CPA recommendations for Display, VAC, Discovery

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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