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.
What Advertisers Need To Know About The ‘AMERICA Act’ Bill
By Brooke Osmundson | Apr 6, 2023 | Search Engine Journal
The ‘AMERICA Act’ bill references big tech giants, including Google, Facebook, Amazon, and Apple, and stands for: “Advertising Middlemen Endangering Rigorous Internet Competition Accountability Act.” The ‘AMERICA Act’ bill will impact companies that complete over $20 billion in digital ad transactions. If the ‘AMERICA Act’ passes, expect a shake-up in the big ad platform conglomerates. For example, Google and Facebook may be required to divest large portions of their advertising businesses that facilitate a large share of ad revenue. Potential benefits to advertisers could be diversified advertising reach and lower CPCs, meaning greater marketing efficiency.
6 Google Ads KPIs That You Should Be Tracking
By David Pagotto | Apr 6, 2023 | Marin One Blog
David Pagotto discusses six key performance indicators (KPIs) that advertisers should track in their Google Ads campaigns. These include Click-Through Rate (CTR), Conversion Rate (CVR), Cost Per Acquisition (CPA), Return on Ad Spend (ROAS), Quality Score, and Impression Share. CTR and CVR provide insight into the effectiveness of ad copy and landing pages. CPA and ROAS help advertisers measure the cost-effectiveness of their campaigns. Quality Score measures ad relevance and landing page experience, and Impression Share measures the percentage of ad impressions a campaign receives compared to the total available impressions. Pagotto emphasizes the importance of regularly monitoring these KPIs and making data-driven adjustments to optimize campaign performance.
Use This 7-Step Checklist to Set Up Your First Google Ads Campaign
By Radhika Shenoy | Apr 7, 2023 | Optmyzr
Radhika Shenoy provides a comprehensive guide to setting up a Google Ads campaign. She covers several key steps, including defining campaign goals, selecting the right campaign type, creating ad groups and ads, selecting targeting options, and setting up conversion tracking. The article emphasizes the importance of selecting relevant keywords and creating ad copy that is aligned with the user’s search intent. It also recommends using ad extensions to provide additional information and increase the visibility of ads. Shenoy provides practical tips and best practices for each step of the campaign setup process.
Google Is Removing 4 Attribution Models For Advertisers
By Brooke Osmundson | Apr 10, 2023 | Search Engine Journal
Google is removing four attribution models for advertisers from Google Ads, including the first click, linear, time decay, and position-based attribution models. Google is moving towards a more data-driven approach to attribution modeling that considers all the touchpoints along a user’s journey. Advertisers may need to adjust their tracking and reporting processes to accommodate the changes and make data-driven decisions.
5 tips for creating a high-converting PPC landing page
By Chelsea So | Apr 10, 2023 | Search Engine Land
Chelsea So provides tips for creating high-converting landing pages for PPC campaigns. The tips include creating a clear and compelling headline that matches the ad copy, keeping the design simple and visually appealing, using high-quality images or videos, placing the call-to-action (CTA) prominently, and minimizing distractions on the page. She also suggests using social proof, such as customer reviews and testimonials, to build trust and credibility. So emphasizes the importance of relevance and consistency between the ad and the landing page to improve the user experience and reduce bounce rates and recommends testing different variations of landing pages to identify the best-performing design and messaging.
How to think about brand exclusions for Performance Max
By Menachem Ani | Apr 11, 2023 | Search Engine Land
Menachem Ani discusses the recent update to Google’s Performance Max campaigns, which allows advertisers to exclude specific brands from their campaigns. The update addresses a common concern among advertisers: their ads may appear alongside competitors’ ads or on low-quality websites. The article notes that brand exclusions can help advertisers focus their campaigns on specific audiences and improve campaign performance. It also suggests that advertisers should regularly review their brand exclusion lists to ensure they are up-to-date and reflect the latest trends in their industry. Brand exclusions are a valuable tool for advertisers looking to improve the targeting and efficiency of their campaigns.
Microsoft Ads introduces PLA Extensions
By Nicole Farley | Apr 12, 2023 | Search Engine Land
Microsoft Ads has introduced Product Listing Ad (PLA) extensions for advertisers. The new feature allows advertisers to showcase additional product details and images within their text ads, making them more visually appealing and informative. The PLA extensions pull data directly from the advertiser’s product feed and can be customized to show specific product attributes such as price, ratings, and availability. PLA extensions can improve click-through and conversion rates by giving users more information about the product before they click through to the landing 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.
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