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.
6 Google Ads Conversion Tracking Mistakes to Avoid (At All Costs!)
By Michelle Morgan | Feb 8, 2023 | WordStream
Michelle Morgan walks you through the most common issues she sees with conversion tracking in Google Ads and gives suggestions for how you can fix it. This list will help you check your conversion tracking for quality assurance to make sure you and any algorithm are optimizing on clean data:
- No conversion tracking
- Not tracking all conversion actions
- Tracking all conversion events equally, even if they’re not
- Tracking non-conversion events as conversions
- Tracking “every” conversion for lead generation
- Tracking phone calls of very short duration
Microsoft Advertising Launches Audience Segments For Valentine’s Day
By Matt G. Southern | Feb 9, 2023 | Search Engine Journal
Microsoft Advertising has expanded its reach to 164 markets worldwide, allowing businesses to reach over 1 billion people. In addition, the platform has added automated bidding and last-touch attribution to the Microsoft Audience Network, allowing marketers to automate and optimize their bidding strategy for better results. Also, Microsoft is launching new in-market audience segments and enhancing conversion tracking.
Scaling Your Facebook Ads: A Proven Strategy
By Michael Stelzner | Feb 9, 2023 | Social Media Examiner
Suppose you want more customers from your Facebook campaigns and are looking for a model for scaling Facebook ads. In that case, Michael Stelzner describes a three-step Facebook ads strategy to scale your business results. The whole strategy takes just three easy steps:
- Use broad targeting.
- Create 3-2-2 content.
- Test ads with the scientific method.
Amazon Demand Side Platform (DSP): What Advertisers Need to Know
By Shannon Mullery | Feb 13, 2023 | Tinuiti
“Advertising to the audiences available within the Amazon Demand-Side Platform (DSP) can help increase your brand awareness both on and off Amazon, reaching new and existing audiences,” writes Shannon Mullery. To help you keep your brand messaging consistent with a full-funnel strategy, Mullery covers:
- What is the Amazon Demand Side Platform (DSP)?
- Amazon DSP vs. Sponsored Display
- How Much Does Amazon DSP Cost?
- Who Can Use Amazon DSP?
- Features & Benefits of Amazon DSP
- Leveraging customer data to target shoppers
- Where Does Amazon DSP Fit into the Marketing Funnel?
- Amazon DSP Ad Types
- How to Use Amazon DSP
- Using Amazon Marketing Cloud (AMC) with Amazon DSP
- Amazon DSP Success Story: R+Co
- Amazon Marketing Cloud Case Study: Poppi
5 Effective Ways to Manage Your Google Ads Budget (Pros, Cons & Pro Tips)
By Mark Irvine | Feb 14, 2023 | WordStream
“…many advertisers often struggle to avoid overspending in Google Ads once their accounts are pushed live. Luckily there are several different tactics to help you control your total budget within your Google Ads accounts, each with its unique advantages and disadvantages,” writes Mark Irvine. He shares the following five strategies for effective budgeting in Google Ads:
- Campaign daily budgets
- Shared Budgets
- Campaign total budgets
- Automated budget rules
- Monthly account spend limits
Updates to Performance Max Improve Transparency
By Matthew Umbro | Feb 14, 2023 | Practical Ecommerce
“Advertisers now have more options to improve and track the results of their Performance Max campaigns,” writes Matthew Umbro. Umbro details updates that improve transparency, including:
- Performance Max Experiments
- Account Level Negative Keywords
- The Insights Page
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.
Get your weekly dose of PPC industry news delivered right to your inbox! Subscribe to our newsletter HERE.