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 Ad Targeting: How to Maximize Your Results
By Michael Stelzner | May 18, 2023 | Social Media Examiner
Michael Stelzner discusses effective strategies for optimizing ad targeting on YouTube. He emphasizes the importance of precise targeting to reach the right audience and maximize ad campaign results. Stelzner explores various targeting options such as demographics, interests, and placements, along with techniques like custom intent and remarketing. He also provides practical tips on refining targeting parameters and monitoring performance metrics to improve ad effectiveness and ROI on the YouTube platform.
YouTube Introduces Non-Skippable 30-Second TV Ads
By Matt G. Southern | May 18, 2023 | Search Engine Journal
YouTube has introduced non-skippable 30-second ads. The new ad format aligns with the recent shift in viewer consumption patterns. YouTube advertisers can now leverage Google AI to enhance their marketing efforts.
Google Chrome will soon add 6 relevance and measurement APIs
By Nicole Farley | May 18, 2023 | Search Engine Land
Nicole Farley discusses the Privacy Sandbox initiative led by Chrome, which introduces new relevance and measurement APIs to Chrome Stable. These APIs aim to generate interest-based advertising signals and measure ad clicks and conversions without relying on third-party cookies. The APIs include topics, protected audience, attribution reporting, private aggregation, shared storage, and fenced frames. Farley highlights the benefits of these APIs for privacy-focused ad targeting and measurement, as well as the introduction of advanced ad privacy controls for users. Developers can apply for API access starting in June, and the rollout of the APIs will be gradual to allow users to control their activation.
3 tips for marketing in economic uncertainty
By Danielle Byrne, Rachel Newman | May 22, 2023 | Microsoft Advertising Blog
Microsoft Advertising provides valuable insights for marketers navigating uncertain economic times. The article offers three tips to help marketers adapt their strategies effectively. First, it advises focusing on customer needs and preferences, emphasizing the importance of understanding changing consumer behavior and tailoring marketing efforts accordingly. Second, the article encourages marketers to optimize their advertising investments by monitoring and adjusting campaigns based on performance data. Lastly, it stresses the significance of building brand loyalty and customer relationships during economic uncertainty through personalized experiences and customer-centric initiatives. The article concludes by emphasizing the importance of agility and adaptability in marketing strategies to thrive in challenging economic conditions.
Important LinkedIn Ads Features You May Have Missed: Part 2
By Abby Woodcock | May 23, 2023 | ClixMarketing
Abby Woodcock highlights lesser-known features and functionalities within LinkedIn Ads that marketers might overlook. She begins by discussing audience expansion, which allows advertisers to reach users with similar characteristics to their target audience. Woodcock then explores account-based marketing (ABM) campaigns, explaining how to leverage LinkedIn’s ABM tools for precise targeting and personalized messaging. She also discusses the benefits of the LinkedIn Audience Network for extending reach beyond the LinkedIn platform. Lastly, Woodcock covers lead generation forms and how they can be utilized effectively to capture valuable prospect information directly within LinkedIn.
How Can Marketers Use the Google Ads Transparency Center as a Competitive Intelligence Tool?
By Tara Johnson | May 23, 2023 | Tinuiti
Tara Johnson discusses the Google Ads Transparency Center, a platform that provides users with greater access to information about the ads running on Google’s platforms. Users can search for ads based on criteria such as advertiser names, keywords, or specific political issues, and view details about the number of ads, money spent, and geographic targeting. The Ads Transparency Center aims to enhance trust and accountability by offering transparency and insights into the entities behind the ads. It also benefits marketers as a competitive intelligence tool, allowing them to analyze competitors’ ad strategies and receive user feedback. Overall, the center promotes transparency and user control in online advertising.
Google Marketing Live 2023: New Generative AI Features For Google Ads, Product Studio, And More
By Kristi Hines | May 23, 2023 | Search Engine Journal
Kristi Hines highlights the new generative AI advancements announced by Google during the Google Marketing Live event. These advancements aim to simplify campaign creation, improve ad relevancy, and enhance the user experience. Google Ads now features a conversational interface that utilizes AI to generate relevant keywords, headlines, descriptions, and creative assets. The Performance Max campaign incorporates generative AI to create custom assets and optimize campaign performance. Additionally, Product Studio introduces generative AI features to assist merchants in creating unique product imagery. Hines also mentions improvements to Merchant Center Next, making it more user-friendly for smaller businesses.
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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