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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.

4 Reasons Click Volume Decreases & What To Do

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

You may be surprised by what’s really causing a decline in your Google Ads click volume. Brooke Osmundson reviews the basics of click-through rate (CTR) and what it means. She also covers some of the key areas you’ll need to dig into the performance that identifies your drop in click volume, including:

1. Did Your Quality Score Recently Drop?
2. Low Impressions
3. New Ads
4. Your Competitors Outbid You

9 Surefire Tips On How To Write Facebook Ad Copy That Converts

By Andrea Atzori | Aug 26, 2022 | Search Engine Journal

Creating Facebook ad copy that converts can be challenging. Andrea Atzori shares nine proven tips that are guaranteed to help, including:

1. Thoroughly Segment The Target Audience And Frame it With AIDA
2. Build Audience Personas And Use Them To Define Your (Conversion) Targets
3. Leverage Psychological Triggers
4. Address Your Audience’s Pain Points And Highlight The Benefits You Can Provide
5. Have An Option For Those That Might Be Less Driven By Emotions
6. Always Have A (Strong) CTA
7. Test, Test, And Do More Testing
8. When Possible, Always Tell A Good Story With Your Ads
9. Use Creative And Copy That Are Ad Format-Specific

Microsoft Ads (again) extends RSA migration to Feb. 2023

By Nicole Farley | Aug 29, 2022 | Search Engine Land

The deadline for advertisers to migrate their expanded text ads to RSAs has been extended by five months. Microsoft announced that they are extending that deadline to February 1, 2023 in response to advertisers’ need for more time. If you’re still migrating your ads, Microsoft suggests the following best practices:

• Ensure all your ad groups have at least one RSA
• Use the Recommendations tab to add AI generated RSAs based on your existing ETA assets.
• Use auto-apply recommendations to help automate implementations
• Use the Google import tool to mirror Google ad campaigns

Five Great Tips on How to Use eCommerce Analytics to Understand Your Audience

By Nikola Sekulic | Aug 29, 2022 | Hero Conf

“Long-term eCommerce success depends on your ability to gather, interpret, and transform relevant data into actionable tactics and strategies. Simply put, the eCommerce industry has become an overly competitive place, and with the market value expected to reach US $5.88 trillion by 2025, online stores need to focus on bringing more value to customers in order to stay ahead,” writes Nikola Sekulic. To analyze the ways you can use eCommerce analytics and key data points to get to know your audience and leverage that data to maximize your store’s potential in 2022 and beyond, Sekulic recommends:

1. Combine Sources of Engagement Analytics
2. Track Your Visitors to Create Heat Maps
3. Monitor Checkout Behavior and Performance
4. Use Digital Fingerprinting to Identify Your Audience
5. Monitor Repeat Customers and Optimize Retargeting 

The Complete (and Easy!) Guide to Google Ads Conversion Tracking

By Susie Marino | Aug 30, 2022 | WordStream

“So you’ve got your Google Ads campaign up and running, and your ads and keywords are starting to generate an impressive number of clicks. Great! But unless you’ve got conversion tracking installed, you won’t be able to see how many of those clicks are actually resulting in sales,” writes Susie Marino. To help you become a conversion tracking pro, Marino covers:

• Why track conversions in Google Ads?
• Terms to know
• Types of Google Ads conversions
• How to set up Google Ads conversion tracking
• Analyzing your conversion data
• Troubleshooting

How to optimize PPC reporting for ad creatives

By Caille O’Leary | Aug 30, 2022 | Search Engine Land

“Automation has stepped in to take over many of the levers we’ve had in digital advertising. Consequently, we need to shift our attention to optimizing the things we can still control. Right now, one of the essential tools in our kit is the ability to create and fine-tune our ad creatives,” writes Caille O’Leary. To squeeze the most value out of each piece, you must effectively report on the performance of more granular creative elements, analyze what’s working to communicate results, and continuously optimize ads for maximum efficiency. To help you develop a creative reporting strategy for PPC to wow your clients and enable your creative team to do their best work, O’Leary recommends:

1. Identify key creative elements to compare results
2. Analyze performance across elements
3. Develop a clear feedback process for the creative team
4. Consider creative fatigue as a factor

Google announces 4 new Shopping campaign features

By Nicole Farley | Aug 30, 2022 | Search Engine Land

Four new features have been announced by Google ahead of the holiday season for advertisers. “Ecommerce merchants and advertisers who sell during the holidays should start setting up and testing these new features right away. Don’t wait until the holiday season is already here to begin planning and implementation,” writes Nicole Farley. Farley details the following new features:

• Conversion value rules for store sales and store visits
• Product-specific insights
• Deals Content API
• Shipping & Returns Annotations

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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