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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.

Driving SEM success: Lessons learned from $1 billion+ in ad spend

By Nicole Farley | Aug 17, 2022 | Search Engine Land

With over 12 years of experience in the digital customer acquisition space, Luanne Marek has acquired a wide range of expertise. Marek and her team have managed about a billion in ad spend, half a dozen Fortune 100 companies, several dozen Fortune 500 companies, and many other brands in the B2B, ecommerce, wireless, and insurance industries. At SMX Advanced, Marek shared ways her team has been successful with some of the world’s leading brands by sharing six lessons her team has learned over the last several years, including:

1. Test your campaigns
2. Measure with third-party tools
3. Always be experimenting
4. Optimize your real estate
5. Personalize the experience
6. The buyer journey isn’t linear

TikTok Introduces 3 Types Of Shopping Ads

By Matt G. Southern | Aug 17, 2022 | Search Engine Journal

As part of its e-commerce push, TikTok has introduced three types of shopping ads that offer expanded placement options beyond the For You page. The new advertising formats are accessible in TikTok Ads manager through buying objective ‘Product Sales,’ and advertisers can utilize these new shopping ads with or without an e-commerce store on TikTok. Matt G. Southern covers the new ad types, including:

• Video shopping ads
• Catalog listing ads
• Live shopping ads

Google adds additional CTV buying options in Display & Video 360

By Nicole Farley | Aug 18, 2022 | Search Engine Land

Google is adding three new features that should help advertisers using CTV reach and measure the right audiences. “Expanding audience reach, limiting frequency and creating a consolidated workflow are positive updates to Google’s effort to expand into connected TV. If your brand is using Display or Video 360 to advertise on connected TV, take advantage of these new features to expand your reach, test new audiences and measure your CTV ad efforts with the Nielsen DAR,” writes Nicole Farley. She covers the three new features, including:

• Audience guarantees based on Nielsen Digital Ad Ratings (DAR).
• Advanced Programmatic Guaranteed.
• Consolidated CTV workflow across YouTube and other CTV apps.

5 Ways High-Quality Content & PPC Compliment Each Other

By Kristopher Jones | Aug 18, 2022 | Search Engine Journal

According to Kristopher Jones, PPC ads and content marketing can complement each other to meet your digital marketing goals. “From landing page copy to CPC data to improving click-through rates, there are lots of points where these two digital marketing strata come together to form a stronger whole,” writes Jones. Jones shares some helpful tips on using your content and PPC campaigns in tandem, including:

1. Use PPC Ads To Get Traffic FAST
2. Use PPC Ads To Bias People Toward Your Brand
3. Deliver An Awesome Landing Page Experience
4. Find Content Insights From PPC Keyword Data
5. Steal As Much SERP Real Estate As Possible

How GA4, data modeling and Google Ads work together

By Laura Schiele | Aug 22, 2022 | Search Engine Land

Google is moving quickly to a future of data modeling and paid search marketers need an approach to the analytics shift. Laura Schiele breaks down how paid search marketers need to approach the analytics shift where she covers:

• The philosophy.
• The differences and how to adjust.
• The timing for migrating.
• And a reporting workaround to replace some insights you’d otherwise lose in moving from UA to GA4.

LinkedIn Ads: How to Target Competitor Audiences

By Anna Sonnenberg | Aug 23, 2022 | SocialMedia Examiner

“From demographics and online activity to company data and professional experience, LinkedIn targeting offers a long list of audience targeting signals… research your competitors’ audiences, and then choose the most effective signals to reach them with LinkedIn ads,” writes Anna Sonnenberg. To help you learn how to use your competitors’ audience targeting so your LinkedIn ads reach more of the right decision makers, Sonnenberg covers:

• How to Research Competitor Audiences on LinkedIn
• 6 Ways to Use Targeting to Get in Front of Competitor Audiences With LinkedIn Ads

The Complete Guide to Landing Pages: How to Write Them (+Great Examples!)

By Kristen McCormick | Aug 24, 2022 | WordStream

Your landing page provides your customers with the guidance they need to convert. Kristen McCormick covers everything you need to write great landing pages for your business and optimize them for conversion, including:

• What is a landing page?
• Why are landing pages important?
• Websites vs landing pages
• Types of landing pages
• Before you create a landing page
• How to write a great landing page
• Landing page optimization
• Landing page examples

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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