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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.

Views per Session and Average Session Duration now available in GA4

By Nicole Farley | Dec 1, 2022 | Search Engine Land

GA4 now has two new metrics available in Explorations and Reporting Customization: Views per Session and Average Session Duration. Advertisers should be aware that the difference in session counts between UA and GA4 can vary from business to business. “Advertisers and brands should take notice of the new metrics available and utilize them however they see fit to measure performance for their own accounts,” writes Nicole Farley.

What Is Cost Per Click (CPC) & Why It Matters

By Kelly Lyons | Dec 2, 2022 | Semrush Blog

Kelly Lyons covers calculating and optimizing your CPC to save money on your advertising campaigns. Sometimes, your goal is to save money on PPC campaigns. And sometimes, you want to invest money strategically to reach as many customers as possible. Here are some tips to help you make the most of your campaigns:

1. Improve Your Quality Score
2. Find & Bid on Long-Tail Keywords
3. Use Negative Keywords Effectively
4. Use Ad Scheduling
5. Use Geo-Targeting
6. Use Different Keyword Match Types
7. Use Device Adjustments

Google Ads: 4 Strategies To Optimize Stale Evergreen PPC Campaigns

By Jonathan Befort | Dec 5, 2022 | Search Engine Journal

“Evergreen campaigns probably bring in most of your digital marketing clicks, conversions, and sales,” writes Jonathan Befort. Unfortunately, everything goes stale given enough time, even your evergreen Google Ads Search campaigns. But the good news is there are things that you can do to freshen up all those evergreen Google Ads campaigns. Befort discusses four strategies to refresh your evergreen campaigns, including:

1. Shock The Algorithm
2. Use Smart Bidding Strategies
3. Implement Offline Conversion Tracking
4. Mine Your Own Data

The 10 Biggest Changes to Google Ads You Need to Know for 2023

By Mark Irvine | Dec 5, 2022 | WordStream

“We’re going to highlight the 10 biggest changes to Google Ads from this past year that you should know about going into 2023, and for each one, share practical tips for adapting your strategy. As you’ll see, there’s a mix of good, bad, and even a little dicey…” writes Mark Irvine. The top Google Ads updates you need to know for 2023 include:

1. Cost per lead increases (nearly) across the board
2. Automotive, finance & travel get new ad types
3. Expanded text ads meet their end
4. As do Smart Shopping and local campaigns
5. And similar audiences are next
6. New competitor advertising insights on the SERP
7. New business name & logo ad assets
8. New voiceover feature in video ads
9. Audio ads hit YouTube and smart speakers
10. Broad match beta test leaves us uncertain

The Ultimate Google Ads Pacing Dashboard For 2023 (Free Looker Studio Template)

By Amy Hebdon | Dec 5, 2022 | Search Engine Journal

We still can’t add goals and targets to the Google Ads platform, so we still need separate dashboards to track pacing and progress. Amy Hebdon covers how to access and use the pacing dashboard, what’s new, and how to get the most out of it. Grab your own Google Ads Pacing Dashboard template to make informed management decisions every month.

11 Key Facebook Advertising Trends & Tips to Succeed in 2023

By Jordan Bucknell | Dec 6, 2022 | WordStream

“Social media moves at a dizzying speed. New features are constantly released, fresh audience trends emerge (and then inevitably vanish) and new marketing strategies explode in popularity,” writes Jordan Bucknell. To help you stay on top of the trends going into 2023 and ahead of the curve, Bucknell covers:

4 key Facebook trends to watch out for next year

• Video advertising will remain insanely popular
• Short-form video will reign supreme
• The “TikTokification” of creative content
• Shoppable ads will be adopted at scale

How to outperform your competitors with Facebook ads in 2023

• Establish a clear creative direction
• Try out Advantage+ campaigns
• Use cost per result bidding to scale budget
• Guide the algorithm with broad targeting
• Be patient with your Facebook ad sets
• Use multiple placements & formats
• Make the most of improved Facebook reporting features

How to advance your SEM career: 9 attributes to master

By Joseph Kerschbaum | Dec 7, 2022 | Search Engine Land

To thrive in search marketing, Joseph Kerschbaum asks you to consider how you can deliver stellar results, be an incredible contributor, and take ownership. Kerschbaum details how aspiring search marketers can advance their careers through accelerated job performance and proactive outreach, including:

1. Execute flawlessly within accounts
2. Manage tasks and deadlines relentlessly
3. Track long-term goals and milestones
4. Train/mentor junior team members
5. Bring a steady stream of innovative ideas
6. Offer to review accounts from other teams
7. Ask to lead a new project
8. Gain a holistic understanding of your business
9. Make strategy presentations to senior team members

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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