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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.

Facebook and Instagram Ad Benchmarks: What Marketers Need to Know

By Michael Stelzner | Jan 21, 2022 | SocialMedia Examiner

Do you plan to advertise more on Facebook and Instagram in 2022? Would you like to know how other marketers utilize these platforms? The information in this analysis will assist you in developing Facebook and Instagram ad campaigns that will convert in 2022 based on current metrics and usage benchmarks. Take advantage of this information to help you understand how your ads perform against the average and how you allocate your ad placements.

How Much Can You Trust Recommendations In Google Ads?

By Tim Jensen | Jan 24, 2022 | Search Engine Journal

How helpful are the recommendations that Google puts front and center for advertisers? Tim Jensen takes a deeper dive into the types of recommendations and how well they correlate with the metrics that matter for performance. He covers:

1. Budget
2. Conflicting Negative Keywords
3. New Keywords
4. Adding Extensions
5. Add Audience Segments
6. Include Search Partners
7. Improve Responsive Search Ads

How to Manage Instagram Ads: 6 Time-Saving Tips

By Anna Sonnenberg | Jan 24, 2021 | SocialMedia Examiner

Are you interested in getting better results from your Instagram ads? Would you like to simplify management and reporting? Anna Sonnenberg shares six tricks for getting more out of your Instagram advertising so you can get better results in less time and with fewer resources, including:

1. Customize Facebook Ads Manager Columns to Quickly Find What Matters
2. Set Up Custom Ads Manager Reports
3. Use Breakdowns to Gain Deeper Insights
4. Set a Schedule to Review Your Instagram Ads
5. Apply Automated Rules to Guide Instagram Ad Campaign Management
6. Optimize Future Instagram Ad Campaigns With Current Split Tests

Google Ads Introduces New Experiments Page

By Brooke Osmundson | Jan 24, 2022 | Search Engine Journal

With the new Experiments update, you can now create an experiment (or test) in one step. Additionally, you will now be able to monitor all tests on the Experiments page. Google has also rolled out a new way to sync experiments to campaigns. This change makes it easier for you to run experiments. The new Google Ads experiments rollout has numerous benefits to users, including:

• Saving time on experiment creation
• Better transparency on results
• Easier to create and sync changes to existing campaign(s) during testing phase
• Less room for implementation errors

4 automated campaign types and how to control them

By George Nguyen | Jan 25, 2022 | Search Engine Land

The role of automation should be to supplement your skills, not to replace them. It has been a source of frustration for many PPC practitioners that Google and other platforms have been implementing increasing automation. At SMX Next, Michelle Morgan and Joe Martinez shared how they find a balance between human knowledge and machine learning for four campaign types, including:

1. Smart Display with pay for conversions
2. Dynamic Search Ads with exclusions and negative keywords
3. Custom video campaigns
4. Broad match and smart bidding with remarketing lists

Google kills FLoC, introduces Topics API as its next-gen targeting tech

By George Nguyen | Jan 25, 2022 | Search Engine Land

Google will replace FLoC with a new interest-based targeting proposal called Topics. The Topics API will select topics of interest (based on the user’s browsing history), without involving external servers, and share those topics with participating sites. “When a user visits a participating site, Topics selects three topics to share (one from each of the previous three weeks) with the site and its advertising partners. Up to five topics are associated with the browser. Topics are stored for three weeks, with topic selection occuring on the device, without involving any external servers, including Google’s own servers,” writes George Nguyen. The main distinction between FLoC and the Topics API is that Topics does not group users into cohorts.

Google Ads scripts rolls out support for asset-based video ads

By George Nguyen | Jan 26, 2022 | Search Engine Land

Google Ads scripts now support asset-based video ads. “Advertisers that have scripts to create new video ads must migrate their code by February 28, 2022. After that date, media-based video ads will no longer be supported and their scripts will start failing with errors,” writes George Nguyen.

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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