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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.

4 tips for successful TikTok videos from TikTok

By Danny Goodwin | Apr 14, 2022 | Search Engine Land

“TikTok is a social platform that most brands and businesses should no longer ignore. It isn’t Facebook, LinkedIn or Instagram, so you can’t simply recycle the same creative. Because TikTok is video-first, you need to create a TikTok marketing strategy. Knowing the basics will help you get started. From here, it’s up to you to make sure your audience can find and engage with your brand’s videos,” writes Danny Goodwin. If you’re struggling to understand how it works and how your brand can make the most of it, TikTok has shared the following four video best practices for brands:

1. Go full-screen
2. Tell a short story
3. Use high-resolution video
4. Audio is essential

3 powerful micro-conversion strategies for paid social

By Madalyn McConnell | Apr 18, 2022 | Search Engine Land

“When marketers get way into the weeds with conversions, they often forget about the benefits, and long-term impact, of micro-conversions,” writes Madalyn McConnell. “Micro-conversions signal high intent and a strong likelihood that someone will convert on our primary conversion goal, resulting in a significant improvement in conversion metrics when put to use.” McConnell discusses three micro-conversion strategies to consider to drive impact on your next campaign, including:

1. Optimize top-of-funnel campaigns for website engagements rather than clicks
2. Build High-Intent Retargeting Audiences
3. Capture missed leads

5 PPC Certification Course Options For Digital Marketers

By Amanda DiSilvestro | Apr 19, 2022 | Search Engine Journal

You may want to consider earning PPC certifications to increase your authority, knowledge, and skill in online advertising. Amanda DiSilvestro walks you through course overviews, what you’ll learn, the cost of the programs, and how to register for the following top five most valuable PPC certification programs available:

1. Google Ads Certification
2. Microsoft Advertising Certified Professional
3. Semrush PPC Fundamentals
4. Meta Certified Digital Marketing Associate
5. Amazon Ads Certifications

Should You Use Google Ads Performance Max? Pros, Cons & Polarized Perspectives

By Brett McHale | Apr 20, 2022 | WordStream

“Google’s latest venture into this realm of automation, Performance Max Campaigns, were released in November of last year and have been built up to be the next evolutionary step in digital advertising on the platform, but is it everything that it was hyped up to be? Is more automation the best decision for you or your business?” writes Brett McHale. He discusses:

• What Google Ads Performance Max is and how it works.
• The pros and cons of Performance Max campaigns.
• Perspectives on this campaign type with respect to the age of automation.

Microsoft Advertising extends RSA migration deadline by 60 days

By Greg Finn | Apr 20, 2022 | Search Engine Land

Microsoft Advertising is extending the RSA migration date from June 30th to August 29th, 2022. If you’ve been putting off the transition from expanded text ads (ETAs) to responsive search ads (RSAs), you can relax for a little longer. You now have an additional 60 days to get current.

How To Automate Google Ads – No Coding Required

By Brooke Osmundson | Apr 20, 2022 | Search Engine Journal

In the age of automation, you can lean into the proper tools and work smarter, not harder. Automation can help you simplify account management and scale your efforts. Brooke Osmundson discusses three different areas where you can embrace automation and use it in your favor for Google Ads – with no coding skills required, including:

1. Utilize Google’s Built-In Basic Automated Rules
2. Utilize Custom Script Features
3. Utilize Third-Party Software Tools For Advanced Automation

How to Research Your Competitors’ Ad Campaigns on Facebook and Instagram

By Anna Sonnenberg | Apr 20, 2022 | SocialMedia Examiner

“Using a combination of free and paid tools, you can collect a lot of data on your competitors’ social ads. With this information, you can fine-tune your company’s advertising strategy, experiment with more creatives, adjust your budget, or even test new platforms,” writes Anna Sonnenberg. To help you research your competitors’ ad campaigns on Facebook and Instagram and leverage what you learned to improve your own advertising, Sonnenberg covers:

1. Research Facebook and Instagram Ads for Competitors via the Meta Ad Library
2. Get Detailed Meta Ad Library Reports for Competitors in Special Ad Categories
3. Check Your Facebook and Instagram Feeds to Learn More About Competitor Ad Targeting

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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