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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.

Meta Brings Transparency To Electoral & Political Ads

By Brooke Osmundson | May 26, 2022 | Search Engine Journal

Meta responded to consumer concerns by announcing updates to its ad transparency tools, introducing new measures for better ad transparency to the following tools: 

• Facebook Open Research and Transparency (FORT) tool
• Facebook Ad Library

Specifically, the ad types that will be affected include:

• Social issues
• Electoral
• Political

“While you still have the ability to target by demographics such as age, gender, and location, you may see a lot more ads disapproved depending on the ad content. Even if your ads don’t directly fit into social issues, electoral, or political categories, you may still be affected moving forward,” explains Brooke Osmundson. To help you maximize your Meta audience targeting efforts, she recommends:

1. Start With Broader Targeting
2. Use Remarketing To Your Advantage
3. Use Custom Audiences

Google Analytics 4 guide for PPC

By David Ogletree | May 27, 2022 | Search Engine Land

With Universal Analytics going away in 2023, many marketers are finally forced to explore GA4. David Ogletree provides a guide for PPC on using GA4. He covers:

• Setting up conversions
• New concepts
• Google Ads
• Advanced reporting is extremely limited

7 Marketing Psychology Tactics to Influence Your Customers (With Examples)

By Kristen McCormick | May 27, 2022 | WordStream

Being aware of psychological shortcuts can help you understand, predict, and leverage consumer behaviors in your favor. Kristen McCormick discusses seven psychological principles you can leverage in your marketing and influence the buying decisions of your prospects, including:

1. The commitment and consistency bias
2. The anchoring bias
3. The paradox of choice
4. The mere exposure effect
5. The reciprocity effect
6. Social proof
7. The Pygmalion effect

How to Do Conversion Value Adjustments in Google Ads

By Frederick Vallaeys | May 27, 2022 | Optmyzr

Frederick Vallaeys instructs how to use conversion adjustments with Google Ads to better inform Google about what’s really happening with your conversions. He presents a technique that can help you get better results, especially when you’re using Google’s automations like smart bidding, broad match keywords, responsive search ads, etc. Vallaeys covers:

• What Are Conversion Value Adjustments?
• Why Conversion Value Adjustments Are Useful?
• How to Do Conversion Value Adjustments in Google Ads?

Google Debuts Upgrades To Its Enterprise 360 Suite Tools

By Brooke Osmundson | May 31, 2022 | Search Engine Journal

Google announced during its annual Google Marketing Live Summit that it’s enhancing the platforms to enable you for a privacy-first future while growing your business through new ad formats. “By utilizing DV360 and Campaign Manager 360, you can streamline your planning, process, and management of campaigns. This saves you time, efficiency, and money,” explains Brooke Osmundson. She details the three-tiered plan from Google, including:

• New form of ads for Connected TV (CTV)
• Machine learning and automation updates
• New privacy-safe signals

6 Perfectly Preventable Ways Facebook Ads Tend To Go Wrong

By Kristi Hines | May 31, 2022 | Search Engine Journal

Kristi Hines looks at some common mistakes that hurt ROI and how to avoid them, and some Facebook ad campaign strategy tips. She covers:

1. Deciding Facebook Is Not Suited To My Company
2. Having The Wrong Campaign Objective
3. Narrowing Down Into Too Wide (Or Too Specific) Targeted Audiences
4. Using The Wrong Ad Type
5. Not Measuring Conversions
6. Not A/B Testing

7 TikTok Stats Show Impact Of Combining Paid & Organic Content

By Matt G. Southern | May 31, 2022 | Search Engine Journal

New data from TikTok shows how advertising can be more effective when brands mix in organic content. “TikTok’s data finds users aren’t likely to be won over by ads alone. They want to see brands publishing organic content in addition to paid and sponsored content,” notes Matt G. Southern. He shares these statistics to take into consideration:

1. 79% Of Users Prefer Brands That ‘Get’ TikTok
2. 2x Increase In ROAS
3. A Third Of TikTok Users Are Influenced By Other Creators
4. 173% Increase In Brand Awareness
5. 20% Increase In Brand Affinity
6. 27% Increase In Brand Recall
7. 18% Increase In Brand Relevance

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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