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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 Local Inventory Ads (LIA): 7 Strategies for Success

By Shannon Mullery | Jan 13, 2023 | Tinuiti

“Having the ability to reach your audience online before they make a product decision is crucial for local businesses, which is why there’s never been a better time to leverage Local Inventory Ads (LIA),” writes Shannon Mullery. Mullery explains how LIAs help drive in-store traffic and sales, how to set them up, and some expert tips for optimizing your campaigns, including:

• What are Google Local Inventory Ads
• Google-Hosted vs. Merchant-Hosted Local Storefronts
• The Pros and Cons of Product Listing Ads
• Local Inventory Ads Requirements
• How to Get Started With Local Inventory Ads in 5 Steps
• Seven Strategies for Successful Local Inventory Ad Campaigns
• LIA Case Study: Big 5 Sporting Goods

3 core skills that will help advance your SEM career

By Joseph Kerschbaum | Jan 13, 2023 | Search Engine Land

Joseph Kerschbaum shares three essential skills you must develop to progress your SEM career and ways you can apply them in your day-to-day work. He goes in-depth on why and how you need to apply these three core skills:

• Clear communication
• Effective collaboration
• Focused productivity

Run Great Campaigns With PPC Automation: The Whats, Whys and Hows

By Frederick Vallaeys | Jan 16, 2023 | Optmyzr

“The good news is small and big businesses alike can start using automation to their advantage today,” writes Frederick Vallaeys. To help you get started with PPC automation, Vallaeys covers:

• How automation has changed Google Ads management
• Examples of PPC automation tools and why they’re valuable
• Why automation is important to search engine advertising
• Which elements of PPC campaigns you should optimize first

How to avoid 7 mistakes that tank retail Performance Max campaigns

By Menachem Ani | Jan 17, 2023 | Search Engine Land

Menachem Ani helps us avoid repeating some serious mistakes that advertisers have made with their Performance Max campaigns. He details mistakes to avoid, including:

1. Thinking audiences and audience signals work the same way
2. Neglecting your data feed
3. Picking the wrong campaign structure
4. Ignoring standard Shopping campaigns
5. Saying ‘yes’ to all Google Ads recommendations
6. Not optimizing assets to sculpt traffic
7. Using the wrong bid strategy at the wrong time

6 Tips for Effective Bid Management in a World of Automated Bidding

By Michelle Morgan | Jan 17, 2023 | WordStream

“While automated bidding strategies might have taken over many of the optimizations that we advertisers used to make, that doesn’t mean that we can be completely tuned out,” writes Michelle Morgan. Her tips below are going to help you understand the role you will manually play in setting, adjusting, and managing your bids in a world where automated bidding predominates:

1. Start by tracking everything properly
2. Choosing the right strategy
3. Use the levers you have
4. Be aware of the levers you don’t have
5. Understand how your limits impact performance
6. Know when to change or test new strategies

10 Hacks for Getting More From Your Facebook Ads

By Anna Sonnenberg | Jan 17, 2023 | Social Media Examiner

“From conversion configurations to audience targeting to creative optimizations, advertisers have a long list of options for scaling and improving Facebook ad campaigns. With these hacks for Facebook ads, your marketing team can improve conversion rates, scale successful campaigns, and ultimately get more from your Facebook ads,” writes Anna Sonnenberg. Sonnenberg shares these ten hacks:

1. Enable Facebook Ads Advantage+ Creative Options
2. Run Tailored Sales Campaigns
3. Find Top-Performing Facebook Ads Segments With Breakdowns
4. Build Value-Based Lookalike Audiences for Facebook Ads
5. Enable Multiple Conversion Opportunities for Facebook Ads
6. Target In-App Conversions With Facebook Ads
7. Update Facebook Ads Conversion Tracking
8. Monitor Upper-Funnel Metrics
9. Scale Facebook Ads Automatically With Preset Rules
10. Nurture Cross-Channel Touchpoints

Efficiency vs. volume in PPC: 4 tips to strike a balance in incremental conversions

By Jason Tabeling | Jan 18, 2023 | Search Engine Land

“Once you start using data and understand how your potential actions will impact the broader business, you will be well on your way to balancing efficiency and volume,” writes Jason Tabeling. Tabeling discusses four ways to strike the right balance, including:

1. Determine how the business is operating
2. Forecast at various levels
3. Evaluate the incremental cost per conversion
4. Choose your bid models

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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