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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.

Google launches new content suitability center in Google Ads

By Barry Schwartz | Oct 12, 2022 | Search Engine Land

You can now manage your suitability settings for all campaigns on YouTube and the Google Display Network in the new content suitability center in Google Ads under a single point-of-entry. You can use the content suitability center to easily set your suitability preferences for inventory modes and exclusions across YouTube and the Google Display Network. Managing these controls in a more central location should save you time, reduce errors, and improve efficiency.

5 ways you’re hurting account performance when it comes to RSAs

By Optmyzr | Oct 13, 2022 | Search Engine Land

“After years of perfecting ad optimization strategies for expanded text ads (ETAs), advertisers must now re-learn optimization for responsive search ads (RSAs)… Due to their newness, a strong consensus about optimization best practices for RSAs has yet to emerge. But there are known pitfalls we already know to avoid,” writes Optmyzr. Some of the most common mistakes advertisers make when working with RSAs include the following:

1. Still relying on uneditable legacy ads
2. Ignoring your history of high-performing campaigns
3. Testing responsive search ads by conversion rate
4. Not experimenting with pinning
5. Not pairing RSAs with Smart Bidding and Broad Match

8 Tips for Increasing the Conversion Rate of Your Digital Ads

By Candace Boren | Oct 15, 2022 | Marin One Blog

For digital marketers, conversion rate is a crucial indicator of how well your ads work. Candace Boren covers eight tips to help boost conversions so you can reach a larger audience and increase sales, including:

• Identify your conversion goals
• Make sure your landing page copy is clear and concise
• Create a sense of urgency to get customers to act now
• Add an interactive element like an online chat window or live demo for more engagement opportunities
• Offer content upgrades that are relevant to people who have already converted
• Use social proof such as testimonials from other satisfied customers
• Create a FAQ page so customers can find answers quickly and easily
• Surround buttons with lots of negative space

Google Makes Ads More Distinguishable From Organic Results

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

To help to make Google Search ads easier to distinguish from organic results, Google is rolling out updates to search ads that include the removal of the “ad” label and adding business names and logos. Business names will be the topmost visual element of search ads, making the business name more obvious. In addition, the inclusion of logos assists searchers in another way by making ads more distinguishable from organic results. Lastly, Google is doing away with the “Ad” label in favor of a new “Sponsored” tag.

Shopify Omnichannel Strategies to Boost Your Marketing

By Owen Carter | Oct 17, 2022 | Hero Conf

An omnichannel strategy can help boost your Shopify business or store marketing. “Omnichannel marketing is the smooth integration of critical factors, such as branding and messaging, as your target audience moves down the sales funnel, providing the best service. It differs from multichannel, focusing on content distribution across various channels,” writes Owen Carter. Some of the benefits of omnichannel marketing include better customer segmentation, higher customer retention, more revenues, higher customer satisfaction, and better brand visibility. Carter provides five steps to creating your own omnichannel marketing strategy for your Shopify store, including:

1. Analyze Customer Journeys
2. Choose Marketing Channels
3. Use Omnichannel Marketing Apps
4. Personalize Your Messages
5. Use Retargeting and Remarketing Strategies

How To Optimize TikTok Ads Like A Pro: The 5-Step Guide

By David Morneau | Oct 18, 2022 | Search Engine Journal

David Morneau focuses on optimizing TikTok ads after your campaign has rolled out through the lens of Aristotle’s three modes of persuasion to convince the audience: ethos, pathos, and logos. Morneau breaks down the following five steps:

1. Analyze Your Data.
2. Redefine Your Ethos.
3. Redefine Your Pathos.
4. Redefine Your Logos.
5. Stay Flexible.

Is a Future With No Keyword Match Types in Sight?

By Kristen McCormick | Oct 19, 2022 | WordStream

“Keyword match types are still here and kicking,” writes Kristen McCormick. However, some advertisers began seeing a new beta feature in Google Ads that allows you to turn on broad keywords (and turn off keyword match types) at the campaign level. McCormick explores this new feature, its context, and tips on using (or not using) broad match + Smart Bidding.

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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