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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.

The 10 Latest Google Ads Updates: What You Should Know (AND Do)

By Kristen McCormick | Nov 10, 2021 | WordStream

Kristen McCormick has rounded up what you need to know about the ten latest Google Ads updates. She provides essential facts, tips, and answers to FAQs for the following updates:

1. Conversion goals
2. Deal features for Shopping
3. New budget report
4. Infinite scroll on mobile
5. New OCI helper tool
6. Enhanced conversions out of beta
7. FLoC testing pushed back
8. Upgraded ad extensions
9. Performance Max campaigns out of beta
10. Engaged-view conversions for video Display ads

6 Facebook Ad Strategies Working for Us Right Now (Post iOS Updates)

By Gavin Bell | Nov 11, 2021 | WordStream

“A lot of advertisers feared the worst when news of Apple’s changes were made public… and for good reason. If you’ve seen a dip in the performance of your Facebook advertising campaigns, you’re not alone,” writes Gavin Bell. He shares six strategies to improve performance in a post-iOS14 world, including:

1. Rebuild campaigns from scratch
2. Try interest stacking
3. Keep audience expansion on
4. Run on-platform retargeting campaigns
5. Use Facebook lead ads
6. Set up external tracking

Top Coding Skills You Should Develop as a PPC Specialist in 2021 and Beyond

By Alex Vypirailenko | Nov 15, 2021 | Hero Conf

Alex Vyppirailenko asserts that you can optimize your PPC campaigns and landing pages to convert by learning how to code. He highlights why it’s important to have a certain degree of technical acumen and coding knowledge so that you can optimize your campaigns with the following programming languages:

• HTML and CSS
• Regular Expressions or RegEx
• JavaScript
• SQL

Facebook Ad Not Approved? Here’s What to Do (+10 Tips to Avoid It)

By Amy Bishop | Nov 16, 2021 | WordStream

If you’ve been using Facebook Ads for a while, you may be accustomed to frequent disapprovals—sometimes accurate, other times erroneous. If you’re new to Facebook Ads, it may be a lingering frustration, trying to understand what is approved and what isn’t. Facebook’s advertising policies, with all its nuances, can be pretty overwhelming. But in this guide, I’m going to help you understand the Facebook ad approval process, how long it takes, and then share with you: what to do if your Facebook ad is not approved, how to prevent, fix, or appeal a Facebook ad disapproval, common reasons for disapprovals, and what to do if your account is disabled. Here are some tips and best practices to get your Facebook ad approval as soon as possible:

1. Check regularly for disapprovals.
2. Read the policy you violated carefully.
3. Don’t take risks with ads you want published fast.
4. Proofread your ad copy.
5. Minimize text in images.
6. Keep your tone friendly.
7. Target appropriately.
8. Check your landing pages for all requirements.
9. Make sure your ad is mobile-optimized.
10. Try boosting posts if you’re in a prohibited or restricted category.

The Microsoft Audience Network expands to 18 new markets

By George Nguyen | Nov 16, 2021 | Search Engine Land

Microsoft Audience Ads are now available to all customers in Argentina, Austria, Belgium, Brazil, Chile, Colombia, Denmark, Finland, Ireland, Italy, Mexico, Netherlands, Norway, Peru, Spain, Sweden, Switzerland, and Venezuela. Advertisers can now reach more audiences in Europe, Central, and South America.

How to Optimize Your Smart Shopping Campaigns

By Ashwin Balakrishnan | Nov 16, 2021 | Optmyzr

“While you may not control the bid strategy and adjustments with Smart Shopping, you can (and should) optimize many other parts of it: your campaign structure, merchant feed, and budgets are all still within your control,” writes Ashwin Balakrishnan. He details 14 best practices to optimize Smart Shopping Campaigns and which metrics to track at different stages of your efforts to optimize.

9 Ways To Improve PPC Campaigns With Customer Information

By Tim Jensen | Nov 17, 2021 | Search Engine Journal

You can make your paid search campaigns more personalized, engaging, and effective by using customer information. Your customers can be your best source of new ideas. Tim Jensen recommends gaining this new information and incorporating it into your PPC strategy from:

1. Customer Survey Data
2. Customer Reviews
3. Customer Support Logs
4. Keyword Research
5. Star Ratings
6. Video Testimonials
7. Customer Photos
8. Customer Counts
9. Demographic Data

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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