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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 Ads: New Features For Performance Max Campaigns

By Matt G. Southern | Feb 23, 2023 | Search Engine Journal

Google has introduced new features to help digital marketers improve the performance of their Performance Max campaigns. The new features include campaign-level brand exclusions, page feeds, and easier video creation. Additionally, new reporting and insights enable advertisers to see conversions, conversion value, cost, and other metrics at the asset group level.

What Is Digital Advertising? Types, Benefits & Examples (+Pro Tips!)

By Kristen McCormick | Feb 24, 2023 | WordStream

Kristen McCormick distills the complex world of digital advertising into its four core channels and shows you how to harness the power of each one to grow your business. McCormick covers:

• What is digital advertising?
• Types of digital advertising
• Digital advertising benefits
• Digital advertising examples
• Digital advertising tips 

Google Ads Announces Changes To Location Targeting Settings

By Matt G. Southern | Feb 27, 2023 | Search Engine Journal

Google Ads is introducing changes to the location targeting settings across campaign types starting in March. The aim is to simplify and align the targeting process, making it more intuitive for advertisers. One significant change is removing the “Search interest: People searching for your target locations” targeting option.

76 Perspective-Broadening Stats About Diversity & Inclusion in Marketing for 2023

By Kristen McCormick | Feb 27, 2023 | WordStream

“…there is a need to put some structure, and maybe even checklists, into place in order to build a true culture, brand voice, and community around these concepts of diversity, equity, and inclusion,” writes Kristen McCormick. This list of DEI stats and findings from studies—plus key takeaways— is designed to help you broaden your perspectives, inform your strategy around diversity and marketing, and build stronger connections with all groups within your target audience. McCormick shares statistics about:

• The growing minority consumer population
• The impact of inclusive advertising
• Business involvement in societal issues
• The Black consumer community
• The Hispanic consumer community
• The LGBTQ consumer community
• The Asian American Pacific Islander consumer community
• The multicultural women’s consumer community
• Accessibility in marketing

5 tips for capturing more enterprise-level leads with B2B search

By Kerri Amodio | Feb 28, 2023 | Search Engine Land

Your PPC campaigns can reach more B2B enterprise customers with the right content, tracking, and measurement tactics. Targeting the ideal customer is challenging and can lead to budget waste and a high cost per qualified lead. Kerri Amodio recommends following these best practices when running enterprise PPC campaigns for B2B brands:

1. Create the right content
2. Differentiate audiences with keywords
3. Couple offline conversion tracking with value-based bidding
4. Leverage first-party data
5. Assess the big picture

Google Ads’ Keyword Matching Process Detailed In New Guide

By Matt G. Southern | Feb 28, 2023 | Search Engine Journal

Google shares a “never-before-seen, under-the-hood” look at its keyword-matching system for search ads. Google Ads’ keyword-matching system uses advanced technologies to determine eligibility based on keyword match type, campaign, and ad group criteria. The in-depth guide is full of valuable insights and best practices for Google Ads advertisers looking to improve their campaigns.

3 ways Google ensures safe online shopping

By Nicole Farley | Feb 28, 2023 | Search Engine Land

“As an advertiser or SEO professional, it’s essential to recognize that with the growing popularity of online shopping, customers’ safety and security have become a top priority for e-commerce platforms. In response to this, Google has implemented three ways to help customers shop safely and ensure that merchants’ stores meet these standards,” writes Nicole Farley. Farley details ways Google is ensuring safe online shopping, including:

1. Vetting stores through automation
2. Store badges
3. Automated and human merchant and listing reviews

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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