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.
YouTube Blocks Ad Blockers Amid Declining Ad Revenue
By Matt G. Southern | May 11, 2023 | Search Engine Journal
YouTube has implemented measures to block ad blockers on its platform due to declining ad revenue. This move comes as a response to the increasing use of ad blockers by viewers, which poses a significant threat to YouTube’s profitability. By disabling ad blockers, YouTube aims to encourage users to view ads and provide better visibility and value for advertisers. The platform is also exploring alternative strategies such as less intrusive ad formats and personalized ad targeting to enhance the ad experience for viewers. YouTube’s decision to block ad blockers demonstrates its proactive approach to address revenue decline and protect its advertising ecosystem.
How to Use Click-to-Messenger Facebook Reels Ads to Qualify Prospects
By Anna Sonnenberg | May 15, 2023 | Social Media Examiner
Anna Sonnenberg discusses the utilization of Click-to-Messenger ads on Facebook Reels as a means to qualify potential customers. By leveraging the interactive nature of Reels, businesses can engage with users and initiate conversations via Messenger. This strategy allows for personalized interactions, enabling businesses to gather valuable information and determine the readiness of prospects. Sonnenberg provides step-by-step instructions on setting up Click-to-Messenger ads, optimizing targeting options, and effectively engaging with prospects through Messenger. Implementing this approach can help businesses streamline their lead qualification process and ultimately drive better conversions from Facebook Reels ads.
Search ad conversion rates down, cost per lead up in 2023
By Danny Goodwin | May 15, 2023 | Search Engine Land
A recent search advertising benchmark report from LocalIQ’s WordStream reveals that paid search advertising conversion rates have declined across most industries year over year. While the cost of generating leads through search ads has increased, the rise is not as significant as in previous years. Only two industries, Beauty and Personal Care, and Education and Instruction, managed to avoid a decrease in conversion rates from search ads. Several industries experienced notable decreases in conversion rates, such as Arts & Entertainment (down 36.2% YoY) and Apparel, Fashion, and Jewelry (down 34.9% YoY). The report also highlights the industries with the highest and lowest conversion rates, cost per lead (CPL), click-through rates (CTR), and cost per click (CPC). Overall, the data emphasizes the importance of optimizing paid search campaigns to achieve better results at a lower cost.
Google Ads Benchmarks 2023: Key Trends & Insights for Every Industry
By Susie Marino | May 15, 2023 | WordStream
Susie Marino provides an overview of Google Ads benchmarks for 2023, offering key insights and trends across various industries. The data is based on an analysis of 17,253 U.S.-based search advertising campaigns spanning 23 industries. It covers metrics such as click-through rate (CTR), conversion rate, cost per click (CPC), and cost per lead (CPL). The benchmarks indicate that CTR has increased for most industries, except for a few. Conversion rates have declined across many industries, with only a couple of exceptions. The article highlights the industries with the highest and lowest CTR, conversion rates, CPC, and CPL, providing valuable insights for advertisers looking to optimize their Google Ads campaigns.
5 Keys to Successful B2B Paid Search Automation
By Melissa Mackey | May 15, 2023 | Optmyzr
Melissa Mackey explores the benefits and challenges of implementing paid search automation specifically for B2B advertisers. She emphasizes that automation can greatly enhance efficiency and scalability in B2B paid search campaigns by automating routine tasks such as bid management and ad creation. By leveraging automation tools and platforms, B2B advertisers can save time, optimize performance, and focus on strategic decision-making. Mackey also highlights the importance of maintaining a balance between automation and human oversight to ensure quality control and alignment with business goals. Additionally, she provides practical tips and considerations for successfully implementing and maximizing the value of automation in B2B paid search advertising.
3 Performance Max reporting and data limitations
By Caille O’Leary | May 16, 2023 | Search Engine Land
Caille O’Leary discusses the growing popularity of Performance Max (PMax) campaigns among search advertisers and highlights the trade-offs and limitations associated with utilizing Google’s machine learning capabilities. PMax campaigns optimize ad placements across Google’s network, allowing advertisers to reach their target audiences more efficiently. However, these campaigns offer limited reporting options compared to other Google Ads campaigns, making it challenging to analyze performance in familiar ways. Extracting and analyzing PMax data requires multiple API calls and careful segmentation within a data warehouse. Additionally, gaining insights from Google Analytics can be complex, as PMax data falls under a separate channel grouping and filters incompatible with PMax campaigns may cause incorrect data display. Traditional analysis methods may not apply to PMax campaigns due to limited customization options, real-time optimization, and the inability to conduct A/B tests. Advertisers also lose control over audience targeting, ad placement, and budget allocation. Despite these challenges, PMax campaigns offer benefits in terms of efficiency and optimization based on real-time data.
Making the Most Out of Your Small PPC Budget
By Amanda Meli | May 16, 2023 | ClixMarketing
Amanda Meli provides strategies and tips for maximizing the effectiveness of a small PPC budget. It emphasizes the importance of careful planning and targeting to make the most out of limited resources. The key recommendations include focusing on high-value keywords, utilizing long-tail keywords for niche targeting, optimizing ad copy and landing pages for higher conversion rates, leveraging geographic targeting to reach the most relevant audience, and implementing remarketing campaigns to maximize ROI. Meli also suggests monitoring and analyzing performance metrics regularly to identify areas for improvement and make data-driven decisions. By following these strategies, advertisers with small PPC budgets can achieve optimal results and make their campaigns more cost-effective.
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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