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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.

14 Strategies to Promote Your Business Through PPC

By Iqra Mustafa | Jan 17, 2022 | Hero Conf

PPC advertising is an integral part of an effective marketing strategy. It is essential to strategize your PPC campaigns to elevate your business’ growth. Iqra Mustafa discusses strategies to improve your PPC campaign for the best ROI on every dollar you spend, including:

1. Choose the Right Platforms to Advertise
2. Include Social Media in Your PPC Ad Campaign 
3. Launch a Remarketing Ad Campaign
4. Try a Lookalike and Similar Audiences 
5. Design Mobile-Friendly Landing Pages
6. Advertising Budget
7. Make Your Ad Copy Click-Worthy
8. Use Responsive Search & Display Ads (GSN/GDN)
9. Perform A/B Split Tests
10. Revisit Your Keywords Selection 
11. Revisit Keyword Match Types
12. Launch a Micro-Conversion Campaign Followed by Super Targeted Campaign
13. Improve the Structure of PPC Ad Campaigns
14. Use Retargeting Pixels on Your Website

7 Ways to Optimize Your Facebook Strategy for Leads and Conversions

By Anna Sonnenberg | Jan 17, 2022 | SocialMedia Examiner

“Whether you need to generate leads or drive sales, Facebook offers plenty of options for finding and converting customers. From organic publishing to paid campaigns, you can create a Facebook marketing strategy that successfully meets your lead and conversion goals,” writes Anna Sonnenberg. To help you optimize your Facebook strategy to drive revenue across both organic and paid campaigns, Sonnenberg recommends:

1. Restrict Each Organic and Paid Post to 1 Goal and 1 Call to Action
2. Put Your Products on Facebook via Facebook Shops
3. Build Remarketing Audiences to Target With Facebook Ads
4. Identify and Promote Top-Converting Landing Pages
5. Run Facebook Lead Gen Ads
6. Optimize Results With Dynamic Formats and Creative
7. Develop Interactive Instant Experiences

What Is OTT Advertising: A Breakdown of Over-the-Top Ads

By Tara Johnson | Jan 18, 2022 | Tinuiti

Reaching modern audiences is becoming easier with streaming video. For brands that want to engage potential customers in the discovery phase of the consumer journey, it is the ideal solution. In addition to optimizing ads with modern machine learning, streaming allows brands to future-proof them with first-party data. Tara Johnson breaks down OTT advertising and how brands are buying, targeting, and measuring the success of their OTT video campaigns. She discusses:

1. What Is OTT Advertising?
2. Why Brands Are Investing in OTT Video
3. Where OTT Ads Display
4. OTT Platforms
5. How Do You Buy OTT Ads?
6. OTT Video Content Best Practices
7. OTT Audience Targeting and Measurement
8. Challenges of OTT Advertising
9. Best OTT Examples
10. The Future of OTT

8 Ways to Improve Instagram Ads Performance

By Anna Sonnenberg | Jan 18, 2022 | SocialMedia Examiner

“Whether you’ve already decided how to build your next campaign or you’re eager to test a few options, these Instagram ads trends can improve your results in 2022,” writes Anna Sonnenberg. For ways to leverage your Ads Manager and best practices for a better ROAS in your Instagram campaigns, Sonnenberg discusses the following:

1. Create an Instagram Funnel From Existing Organic Posts
2. Retarget High-Value Audiences on Instagram
3. Adopt Native Lead Generation Forms
4. Prioritize Conversion Events
5. Test a New Campaign Bid Strategy
6. Experiment With Newer Instagram Ad Placements
7. Promote User-Generated Content on Instagram
8. Set Up A/B Tests

The [Survival] Guide to Google Ads for Small Business

By Susie Marino | Jan 19, 2022 | WordStream

Susie Marino tackles the most common problems small businesses have with Google Ads. Using this guide, take your small business Google Ads account to the next level. Marino dives into these five common challenges small businesses face with Google Ads:

1. Compete with a small budget
2. Build local awareness
3. Drive leads
4. Maximize ROI
5. Achieve sustainable growth

9 Tips To Help Your B2B Google Ads Campaigns Shine

By Alex Macura | Jan 19, 2022 | Search Engine Journal

Whether you want to drive more traffic to your website, create brand awareness, increase leads, or launch a new product, Alex Macura offers these tips that will help your Google Ads campaigns get in front of the right audience and achieve your desired results:

1. Hunt For Goldilocks Keywords
2. Check Out The Competition
3. Know When It’s Okay To Be Negative
4. Test And Test Again
5. Diversify Your Mediums, Customize Your Audiences
6. Try Catch And Release Remarketing
7. Really Customize Your Landing Pages
8. Let Lead Quality Be Your Guide
9. Mine That Data

The 19 Best Marketing Strategies for 2022 (That You Can Actually Do)

By Kristen McCormick | Jan 19, 2022 | WordStream

While it’s important to know where the directional “mainstream” digital marketing trends are headed for 2022, it’s also important to know what’s producing results right now. Kristen McCormick shares some of the best marketing strategies for 2022, based on the realities of today, that will bring results now for any business. She covers:

• PPC
• SEO
• Social media
• Email marketing
• Content marketing

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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