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.
5 Crafty Ways to Split Test Your Google Shopping Ads
By Jesper Veltman | Jul 20, 2022 | WordStream
A/B split testing is one of the best ways to increase your profitability. Jesper Veltman has come up with five ways you can test multiple variations of your Shopping campaigns, including:
- Test product feed attributes, creating groups with a cluster analysis.
- Test product feed attributes, creating groups with a random split.
- Test campaign settings with Customer Match groups.
- Test campaign settings with geos.
- Test campaign settings with campaign groups
Google starts automatically upgrading Smart Shopping campaigns to Performance Max
By Nicole Farley | Jul 21, 2022 | Search Engine Land
Google has begun to roll out automatic updates converting Smart Shopping campaigns into Performance Max. Nicole Farley writes, “Automatic updates are never fun if you’re caught off guard. Since the ‘one-click’ upgrade tool is available now, we suggest converting your campaigns yourself and not leaving it up to Google. That should give you better control of the settings and more visibility into how the campaign is actually being set up. Google claims the learnings from your Smart Shopping campaigns will carry over, but it’s best not to leave that to chance, especially as we approach the holiday season.”
Performance Max Campaign Tips for Retail and Ecommerce
By Vimal Bharadwaj | Jul 21, 2022 | Optmyzr
Vimal Bharadwaj discusses how advertisers in ecommerce and retail specifically should approach Performance Max campaigns to drive better results. Smart Shopping and Local campaigns will be automatically upgraded to Performance Max starting in July 2022, but you can upgrade the campaigns yourself in the next few months using their upcoming one-click tool. Bharadwaj covers:
- What is Performance Max anyway?
- Why you should migrate from Smart Shopping to Performance Max right now?
- How to structure your Performance Max campaign?
- Tips for Performance Max bidding strategies.
- Tips to revive low-impression products.
4 tips to maximize your ad spend and protect the customer experience
By Intellimize | Jul 21, 2022 | Search Engine Land
“Marketing is notoriously undervalued, even though research shows that companies who didn’t cut their marketing spend during a recession actually bounced back more strongly than those who did,” writes Intellimize. To ensure no ad dollar is wasted in an economic downturn, here are four ways you can make the most of your marketing budget while driving meaningful results for your business:
- Audit your ads
- Test, test, test
- Protect the customer experience
- Lean on automation
How to set up Performance Max campaigns the right way
By Menachem Ani | Jul 22, 2022 | Search Engine Land
Menachem Ani’s team has been testing Google Ads Performance Max campaigns since it was released in beta, and he has tips to share how to set up campaigns the right way, including:
- What is Performance Max?
- What is different about PMax?
- Why use Performance Max campaigns?
- Upgrading from Smart Shopping Campaigns
- Campaign Structure
The Complete Google Ads Extensions Cheat Sheet (+Tips to Boost CTR)
By Susie Marino | Jul 25, 2022 | WordStream
“Ad extensions provide the additional spice your account needs to shine,” writes Susie Marino. She walks you through everything you need to know to best take advantage of these extensions, including what each one is, who should use them, and tips and best practices for each.
5 steps to build a successful native campaign
By Mallory Harwood | Jul 26, 2022 | Microsoft Advertising Blog
“Advertisers must get creative as people become more sophisticated in how they discover and interact with content. This is where the use of native advertising comes in,” writes Mallory Harwood. To help you get the most out of your native advertising, Harwood recommends:
- Determine success metrics and a measurement plan before launch
- Use lifestyle images and engaging ad copy to increase performance
- Be specific with targeting, but not too specific
- Structure campaigns according to goals
- Check in regularly with your campaigns and optimize
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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