Our Latest

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.

How to set up Google Analytics 4 using Google Tag Manager

By Tim Jensen | Mar 1, 2022 | Search Engine Land

Google Tag Manager (GTM) can ease the process of setting up GA4 on your site and reduce the dependency on needing to customize code. Tim Jensen shows you how to deploy the basic GA4 tracking code through GTM and create custom events for more comprehensive data. Follow the steps, and setting up GA4 and GTM is easier than you think!

Landing Pages That Convert: A Framework for Success

By Michael Stelzner | Mar 2, 2023 | Social Media Examiner

Michael Stelzner asks if having the right ad means the landing page doesn’t matter. On the contrary, he argues that great landing pages still matter because they give you control over messaging, increase conversions, and yield a higher ROI. Stelzner shares a landing page blueprint that is quick and easy to create, but you’ll see the benefits for a long time to come. The blueprint is as follows:

1. The Hero Section
2. Problem and Solution
3. Benefits
4. Testimonials
5. Features
6. Play the Tape Forward
7. FAQs

Microsoft Launches Local Search Ads For Bing

By Matt G. Southern | Mar 7, 2023 | Search Engine Journal

Local search ads are a new tool from Microsoft Advertising. They provide businesses with greater visibility in Bing’s local search results. Other updates from Microsoft this month make it easier for advertisers to track conversions, clean up UET tags, and create custom audience lists. Another notable update is a code-free custom conversion setup wizard, which enables custom conversion tracking without updating website code.

5 Challenges to Choosing Keywords for PPC (& How to Squash Them)

By Michelle Morgan | Mar 7, 2023 | WordStream

Paid search campaigns can be difficult to do right. One of the main problem areas is also the driving force of Search campaigns: keywords. Michelle Morgan covers some of the foundational best practices around keywords and discusses some common mistakes and challenges she sees in accounts, including:

1. How many keywords should you have in your account?
2. Variants, variability & redundant keywords
3. Head terms vs long tail variants
4. Match type myopia
5. Keyword list maintenance

Google Ads Launches Performance Max For Travel Goals

By Matt G. Southern | Mar 7, 2023 | Search Engine Journal

Google’s Performance Max for travel goals helps hotel advertisers reach customers in multiple formats. Advertisers can track and share performance for each hotel location separately. Google claims Performance Max for travel goals leads to more conversions at a similar cost per action.

3 Ways to Improve Paid Acquisition on YouTube

By Anna Sonnenberg | Mar 7, 2023 | Social Media Examiner

Anna Sonnenberg covers three ways to advertise your products or services with YouTube and Google, including:

1. YouTube Shorts Ads for Video Action and App Campaigns
2. YouTube Ads for Google Discover
3. Performance Max Campaigns

Smarter Ads: 5 Cost-Efficient Ways To Get Higher Return On Paid Media

By Loren Baker | Mar 8, 2023 | Search Engine Journal

Loren Baker details five paid media strategies with actionable insights to growing your business while getting more bang for your buck, including:

1. Let Your Ad Copy Exclude The Wrong Audience For You
2. Use Visual Cues To Send The Right Signals To Your Audience
3. Think Outside The Box
4. Make Platforms Work Harder For You
5. Prioritize Internal Marketing

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.