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 cookies will remain active on Chrome until 2024
By Nicole Farley | Jul 27, 2022 | Search Engine Land
Google announced that the Privacy Sandbox initiative has been delayed, and developers are aiming for a Q3 2023 launch. Google developers also predict that it will start phasing out third-party cookies in the second half of 2024. Google says that “consistent feedback” from developers, marketers, and publishers, and more testing are the reasons for the delays.
How Do Retargeting Ads Work, Anyway?
By Brooke Osmundson | Aug 1, 2022 | Search Engine Journal
You should include retargeting ads in your marketing strategy since consumers have a short attention span and are used to scrolling endlessly. Retargeting ads help lead users to the next step in their buyer journey and should not be a rehash of your original marketing message. Instead, smart retargeting focuses on understanding where your customers are at in their buyer journey and helping them take that next step. To help you switch up your remarketing strategy, Brooke Osmundson covers:
- First Things First: Start With Tagging
- How Do These Tags Work?
- Create Meaningful Audiences
- Choose The Right Messaging
- Reach Your User On The Right Platform
Google begins testing FLEDGE API on AdSense
By Nicole Farley | Aug 1, 2022 | Search Engine Land
“FLEDGE is a Privacy Sandbox proposal for remarketing and audiences. It’s designed so that it can’t be used by third parties to track user browsing behavior across websites. Google will begin testing the API on AdSense accounts on August 28,” writes Nicole Farley. She also notes that “…if the FLEDGE API test is successful, audiences and remarketing ads may become less specific and advertisers could have a tougher time converting. On the other hand, as users are added to interest groups like ‘running shoes’ for example, they could possibly be served additional ads whose products are in the same category. If you’re an advertiser, learn how the FLEDGE API could categorize your product or service and how this may impact your remarketing ads.”
Dominate Paid SERP with 3 Competitive Metrics
By Alex Medawar | Aug 1, 2022 | Hero Conf
It’s important to monitor your ad rankings and adjust your campaigns accordingly if you want to maintain visibility in the SERPs. “When you pair with auction insights, SERP Analysis, and an understanding of search intent, you can easily dominate the SERP and reach more customers in no time,” writes Alex Medawar. Medawar dives into three main competitive metrics that you should be tracking in Google Ads: impression share, impression share lost to budget, and impression share lost to rank. “By using competitive metrics and search intent, you can create a campaign that will outrank your competitors and maintain a strong presence on the SERP.”
How to Optimize Facebook Ads for Quality Website Traffic
By Bram Van der Hallen | Aug 1, 2022 | Social Media Examiner
If you want to target only your high-value website traffic for a better ROI on your Facebook ads, you can refine your Facebook ads based on the amount of time people spend on your website. Bram Van der Hallen reveals how to take the Landing Page Views optimization one step further by combining Timer and Scroll Depth triggers in Google Tag Manager to fire an event tag in Meta Events Manager. He covers:
- How to Create a Scroll Depth Trigger in Google Tag Manager
- Create a Timer Trigger in Google Tag Manager
- Create a Trigger Group
- Install the Meta Pixel via Google Tag Manager
- Create the Custom Engagement Tracking Tag
- Verify Your Tag Implementation
- Set Up a Custom Conversion for Your Facebook Ads Campaign
- How to Use Your Custom Conversion Event In Your Facebook Ads Campaign
The Big, Easy Cheat Sheet for Google Display Ads
By Kristen McCormick | Aug 2, 2022 | WordStream
“Studies have shown that 27% of consumers conduct a search for a business after seeing their display ad, and there’s a 59% lift in conversion when users conducted a search related to a display ad,” writes Kristen McCormick. Advertisers who can learn how to harness Google Display Ads will win, but you must learn how to run them correctly. McCormick provides a complete guide to display advertising, including:
- What are Google display ads?
- The importance of display advertising
- Types, sizes, formats
- Costs
- Targeting
- How to set up a Google display ad campaign
- Best practices
- Examples
- Tools
Google releases simple, centralized tag solution
By Nicole Farley | Aug 2, 2022 | Search Engine Land
The new Google tag is a single, reusable tag built on top of your existing gtag.js implementations and, according to Google, will “help you confidently measure impact and preserve user trust.” Nicole Farley writes, “According to Christophe Combette, Director, Ads Measurement Products, Google, the new site tag will have more codeless features such as analyzing events, managing the tags from one central screen, and using a single line of code to enable more products, accounts and features from the interface. There will also be more privacy-safe measurement capabilities, better data quality, and increased ease of use. Users will also be able to use their existing Google tag installation when setting up another Google product or account or creating new conversion actions, instead of configuring additional code each time.”
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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