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.
Google confirms Standard Shopping campaigns will remain available
By George Nguyen | Feb 17, 2022 | Search Engine Land
Ginny Marvin, ads product liaison at Google, confirmed during PPC Chat and via Twitter that Standard Shopping campaigns will be supported for the foreseeable future. This comes as a relief to many advertisers who still rely on Standard Shopping’s manual controls and capabilities as Google Ads releases more automated products.
Free Google Ads Script To Dynamically Change Target ROAS
By Frederick Vallaeys | Feb 18, 2022 | Search Engine Journal
“Scripts are the perfect tool to execute an automation layering strategy. They give you a technique to use your own simple automations to control, monitor, and improve more sophisticated machine learning automations from Google,” explains Frederick Vallaeys. He provides an example of how you can use a Google Ads script to manipulate your target return on ad spend (tROAS) setting based on external factors.
7 Pro Tips to Save Money (and Compete!) in Google Ads
By Michelle Morgan | Feb 21, 2022 | WordStream
Google Ads works, and you can expect high returns. However, it can get expensive because it works like an auction, and other businesses advertise on it. Michelle Morgan explains how to save money in Google Ads by spending only on the right users, standing out from competitors, and improving your landing pages with these seven tips:
- Use location targeting
- Bid on high(er) intent keywords
- Use only phrase and exact match keywords
- Use all the ad extensions
- Use Auction Insights for your messaging
- Have quality landing pages
- Be strategic with conversion goals
How to Create Facebook Ad Campaigns With ODAX
By Anna Sonnenberg | Feb 21, 2022 | SocialMedia Examiner
Have you noticed a significant change in Facebook’s ad campaign setup process? If you’re wondering how to navigate the shorter list of campaign objectives, Anna Sonnenberg provides an introduction to Meta’s Outcome-Driven Ad Experiences (ODAX) and how to use it to create Facebook ad campaigns that align with your marketing goals. “No matter your marketing goals, Ads Manager’s new ODAX framework simplifies your campaign setup and streamlines your objective selection. Because ODAX shifts so many of the campaign details to the ad set level, it’s essential to align the campaign objective with ad set level settings like conversion location, ad delivery optimization, and bid or cost control,” writes Sonnenberg.
Microsoft Ads Launches Dynamic Descriptions For Dynamic Search Ads
By Brooke Osmundson | Feb 22, 2022 | Search Engine Journal
Microsoft Ads announced its Dynamic descriptions for Dynamic Search Ads immediately available in the United States, Canada, United Kingdom, France, and Germany. Microsoft will make dynamic descriptions the default option in Dynamic Search campaigns for everyone starting in April. For advertisers who want to maintain more ad copy control, there will be an option to opt-out of this feature.
Microsoft Advertising auto-apply recommendations out of beta, advertisers opted in by default
By George Nguyen | Feb 22, 2022 | Search Engine Land
Auto-apply recommendations in Microsoft Advertising are now out of beta and generally available, which means it can potentially help more advertisers save time when creating ads or optimizing their campaigns. By default, advertisers are opted into all five of the platform’s recommendation types:
- Create Expanded Text Ads.
- Create Responsive Search Ads.
- Create multimedia ads.
- Remove negative keywords conflicts.
- Fix conversion goal setting issue.
Value-Based Bidding In Google Ads: How It Works, Best Practices & Pitfalls
By Frederick Vallaeys | Feb 23, 2022 | Optmyzr
Frederick Vallaeys describes value-bidding as “a Google Ads’ methodology to help advertisers maximize the conversion value of their ad spend, and one of several cards you can play to unlevel a playing field where every advertiser is using the same automation.” Vallaeys details how bidding to value works in Google Ads and provides a 4-Point Framework For Value-Based Bidding (Share Better Data, Assign Clear Conversion Values, Build Rules For Conversion Values, and Pick The Right Bid Strategy). He discusses the impact of value-based bidding on PPC performance and shares a checklist for you to implement your value-based bidding strategy. Additionally, he covers common pitfalls to watch out for. “Be the advertiser who succeeds by having a plan, sets things up to succeed from the outset, understands the limitations of Google’s decision-making algorithms, and feeds updated and relevant data to align the algorithm with your business goals.”
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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