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 Ads Launches New CTV Advertising Features
By Matt G. Southern | Feb 14, 2023 | Search Engine Journal
Google’s Display & Video 360 platform has introduced new features to help advertisers plan, buy and measure connected TV (CTV) campaigns. Reach Planner is now available with new TV functionality to help advertisers evaluate streaming publishers’ unique and incremental reach. A new Unique Reach Overlap report can help advertisers minimize overlap and reduce media waste.
3 new Google Analytics 4 updates
By Nicole Farley | Feb 15, 2023 | Search Engine Land
“With the new updates, you should be able to quickly identify and address potential data quality issues, allowing you to make more informed decisions and improve the effectiveness of your campaigns,” writes Nicole Farley. Farley details updates for the following:
- Data quality icon at the individual card level.
- A new “(other)” row message in the data quality icon.
- New sampling controls for Google Analytics 360 properties.
How to Start Advertising on TikTok: A Brand’s Guide for 2023
By Tara Johnson | Feb 15, 2023 | Tinuiti
Tara Johnson looks at how to advertise on TikTok, some of the platform’s key features and best practices, and how you can get started with TikTok ads. Johnson covers:
- How does TikTok work?
- Is TikTok’s audience a good fit for your brand?
- TikTok Ad Types for Your Campaigns
- How to Start Advertising on TikTok: Step-by-Step
- How Much Do TikTok Ads Cost?
- 7 Creative Best Practices for Your TikTok Advertising Initiative
- 6 Successful TikTok Ad Campaign Examples
Dynamic Search Ads: What Are They & How to Use Them
By Amy Bishop | Feb 17, 2023 | Semrush Blog
Dynamic Search Ads (DSAs) use the content of your website to automatically generate ads that target relevant searches. Both Google and Bing offer DSAs. They can be a great way to target keywords your traditional search campaigns may miss. However, they’re not the best choice if you want high control over your ad copy. To help you understand DSAs, I cover:
- What Are Dynamic Search Ads?
- How Do Dynamic Search Ads Work?
- How to Set Up a DSA Campaign
- The Pros & Cons of DSA Campaigns
- How to Target DSA Campaigns
- Get the Most Out of Your PPC Campaigns
3 Key GA4 Features All Advertisers Should Leverage (& How)
By Alessandro Colarossi | Feb 17, 2023 | WordStream
“Google Analytics 4 (GA4) is revolutionizing the world of web analytics and marketing. With its advanced features and capabilities, advertisers can now gain a deeper and more comprehensive understanding of their website and app interactions,” writes Alessandro Colarossi. Colarossi dives into three key features that are critical for tracking and analyzing customer behavior: Google Signals, Google Ads account linking, and User-ID. He highlights what makes these features unique to GA4, explains why they are essential for boosting the performance of your marketing campaigns, and provides step-by-step guidance on how to implement them in your GA4 account.
Why Aren’t My Google Ads Converting? 10 Reasons (& Solutions!)
By Kristen McCormick | Feb 21, 2023 | WordStream
The reasons your Google Ads aren’t converting can range from technical errors to strategic snafus and everything in between. Kristen McCormick addresses ten culprits and how to solve them, including:
- It’s too early
- Your expectations are too high
- Your conversion tracking is broken
- Your location targeting is off
- It’s a seasonal dip
- Your budget is too low
- Your landing pages are not optimized
- Your ad copy needs work
- Keyword intent is misaligned
- Not enough brand awareness
3 ways to stay on top of PPC performance
By Joseph Kerschbaum | Feb 22, 2023 | Search Engine Land
“Digital advertising is dynamic. It requires us to make the best possible account adjustments at the right time. But to make informed decisions, we must fully understand micro and macro trends. The correct data, analysis and insights drive optimizations that positively impact PPC performance. This is why creating a holistic monitoring plan that considers all relevant data points is key to tracking PPC metrics and results,” writes Joseph Kerschbaum. Kerschbaum shares ways to comprehensively monitor your paid search performance by setting up automated reports, custom dashboards, and performance alerts.
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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