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.
Everything You Need To Know About Instacart Advertising
By Katie Sullivan Porter | Sep 6, 2022 | Marin One Blog
“Since 2020, Instacart has experienced a 500% increase in order volume. To keep up with this escalating traffic volume and successfully reach customers, advertisers are quickly realizing that they need to spruce up their e-grocery advertising campaigns,” writes Katie Sullivan Porter. Instacart has revolutionized how consumers buy groceries, and it’s clear they aren’t going anywhere anytime soon. To ensure your campaigns are successful, Porter suggests these tactics:
- Consistently Update Product Details and Images
- Separate Campaigns
- Take Advantage of Your Instacart Ad Team
- Focus on Relevancy
- Monitor and Test Frequently
7 Simple Tips For Creating Instagram Story Ads That Convert
By Mitt Ray | Sep 7, 2022 | Hero Conf
In terms of media buying, Instagram is a great platform for reaching warm audiences, especially through retargeting. Mitt Ray writes, “I recommend starting with story ads as the network’s users prefer stories. Also, there’s more space for stories because they take up the whole screen. This allows you to get creative and try out new things.” Ray shares some top tips for creating Instagram story ads, including:
- Don’t Make It Look Like an Ad
- But Still, Get It To Stand Out
- Use More Videos
- Position Your Text in the Right Areas
- Keep It Simple
- Always Test Various Creatives and Copy
- Accompany With a Mobile Optimized Funnel
What Is Cost Per Click (CPC)?
By Brooke Osmundson | Sep 9, 2022 | Search Engine Journal
Cost per click (CPC) is a bidding model that determines how much advertisers pay for their ads. Understanding how cost-per-click bidding works and how it affects PPC campaigns is crucial. Brooke Osmundson’s comprehensive guide dives into the basics of CPC, why it’s important, and when to use it. She covers:
- What Is Cost Per Click?
- How To Calculate Cost Per Click?
- Why Is Cost Per Click Important?
- What Is A Good CPC?
- What Ad Platforms Use CPC Bidding?
- What Are CPC And CPM?
The search marketer’s guide to connected TV: best practices for making the jump
By Nicole Farley | Sep 9, 2022 | Search Engine Land
“As a paid search expert, you already have the tools to make your B2B brand’s jump to CTV successful,” writes Nicole Farley. At SMX Advanced, Hooman Javidan-Nejad, Director of Performance Marketing at MNTN, shared these five best practices to bring advertising to the TV screen:
- Create a sophisticated account structure
- Optimize your budget
- Use your existing keyword targets
- A/B test to find what works
- Make relevancy a key component
The New Google Ads Destination Requirements Policy: What You Need to Know
By Kristen McCormick | Sep 12, 2022 | WordStream
You may have recently received an email from Google about a new Destination requirements policy. Kristen McCormick breaks down everything you need to know, including:
- The short version and why
- Terms to know
- What ads will be disapproved?
- What happens with a disapproval?
- What you need to do
- Better Ads Standards cheat sheet
It’s time to de-frenzy PPC
By Kirk Williams | Sep 12, 2022 | Search Engine Land
“I’d like to make the bold claim that PPC doesn’t have to be so frenzied, and for the good of everyone’s mental wellness, we should begin making purposeful steps within our departments and agencies to de-frenzy PPC,” writes Kirk Williams. Williams identifies the seven key causes of PPC frenzy and discusses their solutions as the following:
- Poor planning
- Unrealistic expectations
- Bad timing pushes
- Lack of margin
- Actual, true emergencies (often platform-created)
How to Create Reels Ads for Facebook and Instagram
By Anna Sonnenberg | Sep 12, 2022 | SocialMedia Examiner
“Because Instagram and Facebook have begun focusing so heavily on short-form video, Reels ads have tons of potential… you can create effective ads and successfully introduce these placements into your marketing funnel,” writes Anna Sonnenberg. Sonnenberg covers:
- How to Create Facebook Reels Ads
- How to Create Facebook Reels Overlay Ads
- How to Create Instagram Reels Ads
- How to Use Facebook and Instagram Reels Ads in Your Marketing Funnel
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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