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.
TikTok enters the search ad market, challenging Google and Microsoft
By Nicole Farley | Mar 9, 2023 | Search Engine Land
TikTok, the popular social media app, has announced launching a new search ad feature in the United States and Canada. This move puts TikTok in direct competition with search giants Google and Microsoft, who currently dominate the search ad market. The search ads on TikTok will appear as part of the app’s search results and will be based on keywords. This new feature is expected to give advertisers more opportunities to reach TikTok’s large and engaged user base.
Google Local Services Ads: What They Are & How to Set Them Up
By Carlos Silva | Mar 13, 2023 | Semrush Blog
Google’s Local Services Ads (LSA) program is a pay-per-lead advertising model for local service providers such as plumbers, electricians, and house cleaners. The program is designed to help businesses generate leads and increase customer acquisition through an integrated Google platform. Advertisers pay only for the leads that they receive, rather than clicks or impressions, and can set their own budget and bid for leads in real-time. LSAs are displayed prominently at the top of Google’s search results, above traditional ads, and provide users with information such as business hours, ratings, and reviews. Carlos Silva covers:
- The Difference Between Local Services Ads and PPC
- How to Know if Your Business Qualifies for Local Services Ads
- How Much Do Google Local Services Ads Cost?
- What Is Google Guarantee?
- What Is Google Screened?
- How to Set Up Google Local Services Ads
- How to Manage Your Local Services Ads
- Improve Your Local Services Ads Performance
Microsoft Doctor and Clinic ads are now in open beta
By Nicole Farley | Mar 13, 2023 | Search Engine Land
Microsoft Advertising has announced that its new Doctor and Clinic Ads are now in open beta. This new feature allows healthcare providers to create a personalized profile at the top of Bing’s search results when users search for related healthcare services. Providers can include information such as their hours of operation, location, contact details, and available services. This feature is designed to help healthcare providers reach a wider audience, provide accurate and up-to-date information to potential patients, and ultimately increase the number of appointments and visits.
Google To Unify GA4 & Google Ads Conversion Windows
By Matt G. Southern | Mar 13, 2023 | Search Engine Journal
Google is planning to unify Google Analytics 4 (GA4) and Google Ads conversion reporting by adopting a single conversion window. This will give advertisers a consistent view of their conversions across both platforms, making measuring and optimizing campaigns easier. The new conversion window will default to a seven-day window, but advertisers can customize it to suit their needs. This change is expected to roll out in the coming weeks and will affect all GA4 properties and Google Ads accounts that use Google Analytics for conversion tracking.
Google Display Network: What It Is & How to Use It
By Carlos Silva | Mar 13, 2023 | Semrush Blog
Google Display Network (GDN) is a collection of websites and apps where advertisers can display their ads to reach a wider audience. GDN offers several targeting options, such as audience targeting, contextual targeting, and placement targeting, to help advertisers show their ads to the right audience at the right time. GDN also offers a variety of ad formats, including text, image, video, and interactive ads. Advertisers can track their campaign performance using Google Ads and optimize their campaigns using data-driven insights. Carlos Silva details the following:
- How Does the Google Display Network Work?
- Google Display Network vs. Google Search Network
- How Much Does It Cost to Use the Google Display Network?
- How to Create Google Display Ads
- How to Optimize Your Ads for the Google Display Network + Best Practices
- Outpace Your Competitors’ Ad Campaigns
How to Set Up Advanced Instagram Ads Funnel Targeting
By Anna Sonnenberg | Mar 13, 2023 | Social Media Examiner
Anna Sonnenberg provides a step-by-step guide on how to set up an advanced Instagram ads funnel targeting strategy. The strategy involves creating different ad campaigns for each customer journey stage, from awareness to conversion. Sonnenberg explains how to use custom audiences, lookalike audiences, and retargeting to reach the right audience at each stage of the funnel. She also provides tips on optimizing ad creative, ad copy, and landing pages to increase conversions. This advanced Instagram ads funnel targeting strategy allows advertisers to maximize their ad spend and drive more sales.
6 Keyword Maintenance Tasks Every Advertiser Should Perform (Regularly!)
By Michelle Morgan | Mar 13, 2023 | WordStream
Michelle Morgan lists PPC keyword maintenance tasks that advertisers should regularly perform to optimize their campaigns. The tasks include identifying and removing irrelevant keywords, reviewing search terms reports, analyzing keyword performance data, and updating keyword match types. Morgan also recommends using negative keywords, creating ad groups for each keyword theme, and testing new keywords to improve campaign performance. By regularly performing these keyword maintenance tasks, advertisers can ensure that their campaigns target the right audience, generate high-quality leads, and maximize their return on investment.
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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