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 Ads shares three automation best practices
By Nicole Farley | Jun 3, 2022 | Search Engine Land
The Google Search Ads Automation Guide outlines some best practices for using automation to reach customers. “This new guide attempts to answer users questions and concerns around automation and ease the anxieties most advertisers have around letting go of control of their keywords and bids,” explains Nicole Farley. She details the following best practices taken from Google’s guide “Unlock the Power of Search: Inside Search Automation with Google Ads:”
- Use a broad match keyword strategy.
- Using smart bidding strategies.
- Use responsive search ads.
Use ‘Experiments’ to Test Google Ads
By Matthew Umbro | Jun 5, 2022 | Practical Ecommerce
“Testing is a core component of pay-per-click advertising. Regardless of strategy or features, proper testing is critical for determining what works and, importantly, what doesn’t,” writes Matthew Umbro. PPC testing today is made challenging with automation and machine learning. Fortunately, Google has introduced Experiments. Umbro details how to use Experiments for the following:
- Custom Experiments
- Ad Variations
- Video Experiments
How to Advertise on YouTube in 10 Steps (+Pro Tips)
By Jyll Saskin Gales | Jun 6, 2022 | WordStream
In Jyll Saskin Gales’ beginner’s guide to YouTube advertising, you’ll get everything you need to create a profitable ad campaign on this massive platform (the world’s second-largest search engine). She provides insights into the following:
- Why advertise on YouTube
- How much do YouTube ads cost?
- Types of YouTube ads
- YouTube advertising metrics
- How to advertise on YouTube in 10 steps
- How to create great YouTube ads
Declining Support Of Tech Regulation – How Does This Impact PPC?
By Brooke Osmundson | Jun 6, 2022 | Search Engine Journal
“The percentage of Americans who want less government regulation in major tech companies has doubled, now one-in-five Americans are in favor of less regulation,” explains Brooke Osmundson. Less regulation in the future means media and advertising platforms can keep control over what they offer (or do not offer) to advertisers and users. This affects PPC in the following ways:
- Removing third-party cookies
- Limiting ad targeting options in platforms
- More broad initial targeting
- Privacy of search terms in Google Ads
Should You Really “Upgrade” to Broad Match + Smart Bidding in Google Ads?
By Michelle Morgan | Jun 6, 2022 | WordStream
“I’ve been in the paid media industry for well over a decade now and while I think there are some instances where broad + Smart Bidding can work, there are a lot of other things I would rather you do first,” explains Michelle Morgan. She shares two tactics to try instead of broad + Smart Bidding and tips and considerations should you decide it’s the right option for your account. Two strategies to try before using broad match + Smart Bidding include:
- Start with phrase and exact match
- Use Dynamic Search Ads
If you do opt into broad match + Smart Bidding, here are a few things to consider:
- Make sure you have enough conversion data (and with the right conversion actions)
- Be proactive with negative keywords
- Review search queries on a regular basis
- Monitor lead quality
- Set bidding restrictions to start
- Start with conservative budgets
LinkedIn Ads: How to Research Competitors’ Campaigns
By Anna Sonnenberg | Jun 8, 2022 | SocialMedia Examiner
You can run more effective LinkedIn ads when you know how your competitors advertise their products and services. To help you streamline the research process and find inspiration to create ads that meet your goals more efficiently, Anna Sonnenberg covers:
- How to Find Your Competitors’ LinkedIn Ads
- How to Use the LinkedIn Feed to Research Ads
- How to Use Competitive Research to Improve Your LinkedIn Ads
6 Ways to Scale Facebook Ads (The Right Way)
By Michelle Morgan | Jun 8, 2022 | WordStream
Michelle Morgan shares six smart ways to scale Facebook ads, including:
- Increase your budget
- Target not-as-spot-on interests
- Go after competitor brands
- Tap into affinity brand audiences
- Expand lookalike models
- Test broad 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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