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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.

7 Best Practices for Your Amazon Advertising Strategy

By Skai™ | Jan 22, 2023 | Skai

It’s not easy to win on Amazon! The rules of this channel differ from those of any other ad channel, whether online or offline. However, if you take full advantage of Amazon Advertising, you will be able to gain a significant advantage. You can improve your Amazon marketing ROI by implementing these seven Amazon advertising strategies:

1. Master Sponsored Products
2. Master Sponsored Brands
3. Including keywords in product listings
4. Ensure product listing descriptions are accurate and robust
5. Use high-quality images
6. Garner positive reviews
7. Use a tool to manage your campaigns

Google Optimize Discontinued: What Businesses Need To Know

By Matt G. Southern | Jan 25, 2023 | Search Engine Journal

After September 30, Google Optimize and Optimize 360 will no longer be available. By the time Optimize sunsets, Google’s new solution in GA4 is unlikely to be available. It is recommended that businesses that use Google Optimize find a new solution and begin researching alternatives as soon as possible.

7 Ways to Optimize Your LinkedIn Ads for Peak Performance

By Asi Dayan | Jan 25, 2023 | WordStream

For businesses looking to target a specific professional audience, LinkedIn is the ideal resource. You need to make sure you’re taking advantage of every feature, setting, and strategy to get the most out of your budget. To help you optimize your LinkedIn Ads for peak performance, Asi Dayan covers:

1. Define and regularly update your target audience
2. Create great ads
3. Test, test, and then test some more
4. Use LinkedIn’s targeting options
5. Use LinkedIn’s conversion tracking
6. Use LinkedIn’s insights and analytics
7. Optimize for mobile

Twitter Rolls Out Search Keywords Ads To All Advertisers

By Matt G. Southern | Jan 25, 2023 | Search Engine Journal

A new ad unit called Search Keywords Ads allows advertisers to pay for tweets to appear in search results for specific keywords on Twitter. Similar to promoted tweets, Search Keyword Ads are displayed in search results as well. Twitter needs to increase revenue, and Search Keyword Ads could be a significant source.

Performance Max for B2B: 4 best practices

By Laura Schiele | Jan 26, 2023 | Search Engine Land

“B2B marketers weren’t nearly as broadly impacted by the move to Performance Max, since their old campaign structures remained unchanged by Google. There’s no denying, however, that the writing is on the wall. Google is moving hard toward machine learning and AI, which means Performance Max may well be the lay of the entire Google search land in the near future,” writes Laura Schiele. To help B2B businesses harness the most out of Performance Max, Schiele covers these best practices:

1. Stay skeptical
2. Get your first-party data ready
3. Experiment
4. Get familiar with reporting – and act on results quickly

9 Non-PPC Questions Your PPC Clients Will Ask (& How to Answer Them)

By Michelle Morgan | Jan 30, 2023 | WordStream

Michelle Morgan discusses some of the most common, and sometimes most difficult, questions she gets asked by clients about their business and then also provides insights on how she goes about answering them. The top nine non-PPC questions your PPC clients will ask include:

1. What should our budget be?
2. Who should we be targeting?
3. Who are our competitors and how can we differentiate from them?
4. Should we focus on growing our customer base or servicing the customers we already have?
5. Should we expand into new geographic markets?
6. Does it make sense to extend our product or service offerings?
7. Should we have a holiday sale this year or hold off?
8. What areas of our company do you think are resonating well and what could be done to improve?
9. What are some brands you engage with regularly and what do you like about them? How could those same practices apply to our company?

New Google Ads Feature: Account-Level Negative Keywords

By Matt G. Southern | Jan 30, 2023 | Search Engine Journal

Account-level negative keywords in Google Ads offer greater brand safety and suitability by allowing advertisers to exclude traffic from all search and shopping campaigns. Advertisers can manage negative keywords more efficiently at the account level, saving time and reducing the chances of human error. This feature is an important step in giving brands more control over their advertising placements.

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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