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.
Google Ads Tutorial: Using Automatically Created Assets For Ad Creation
By Brooke Osmundson | May 31, 2023 | Search Engine Journal
Google has introduced a beta feature called “automatically created assets for responsive search ads” to help marketers combat creative fatigue and improve ad performance. The feature generates relevant headlines and descriptions for each ad by using content from landing pages, existing ad copy, and keywords. Marketers can enable or disable the setting at the campaign level and optimize the assets based on performance ratings. Early data suggests that adopting this feature has led to an average increase of 2% in conversions at a similar cost per conversion. However, marketers in highly regulated industries or those needing legal approval on ad copy may need to test the feature before fully embracing it.
Does Google Ads Quality Score Still Matter in 2023?
By Susie Marino | Jun 1, 2023 | WordStream
Susie Marino explores the relevance of Google Ads Quality Score in 2023. It presents two perspectives on the matter. The first perspective argues that Quality Score is not actionable, applicable only to search campaigns, and not always correlated with performance. The second perspective asserts that Quality Score still matters, as it affects ad rank and reflects the searcher’s intent. Marino concludes that improving Quality Score can have incremental results, but focusing on overall PPC strategy may yield even greater success.
11 Tips To Get The Best Out Of Performance Max Campaigns
By Frederick Vallaeys | Jun 5, 2023 | Search Engine Journal
Frederick Vallaeys discusses Performance Max campaigns, which are highly automated PPC campaigns aimed at driving conversions while maintaining a competitive CPA or ROAS. The campaigns utilize Smart Bidding strategies and dynamic ad creatives to reach a wider audience and optimize performance. The article provides several tips for optimizing Performance Max campaigns, including running them alongside traditional campaign types, excluding brand keywords, creating multiple campaigns for different goals, managing final URL expansion, adding audience signals, monitoring campaign performance and cannibalization, using negative keywords and placement exclusions, excluding non-performing geo locations, and feeding accurate conversion data. By implementing these tips, advertisers can maximize the effectiveness of their Performance Max campaigns while still leveraging the benefits of automation.
How to Make Value-Based Bidding Work for You
By Will Gray | Jun 5, 2023 | Optmyzr
Will Gray explores the evolution and effectiveness of value-based bidding and smart bidding strategies in Google Ads. Smart bidding is most successful when implemented in already performing campaigns, optimizing bids and targeting. The limitations of value-based bidding are highlighted in four areas: micro conversions, limited conversion data, large portfolios with diverse geographies and keywords, and the need for patience during strategy adjustments. Gray also outlines the requirements for using value-based bidding and provides insights on tracking success and transitioning to value-based bidding. He concludes by emphasizing the importance of maintaining and improving campaigns while using value-based bidding, focusing on front-end metrics and addressing client concerns. Additionally, he mentions the potential increase in average cost per click and suggests improving the quality score to optimize cost-effectiveness.
This Google Ads script uses GPT to summarize account performance
By Frederick Vallaeys | Jun 5, 2023 | Search Engine Land
Frederick Vallaeys describes how he used OpenAI’s GPT to automate the process of generating an account performance summary and optimization suggestions for Google Ads accounts. He initially experimented with GPT to determine the data it needed to provide accurate descriptions, and found that GPT performs well in writing compelling stories but can struggle with fact-checking and accurate calculations. To address these limitations, Vallaeys manually provided factual data and calculations in the prompt to guide GPT’s output. He also encountered challenges in prompt engineering and had to refine his instructions to get the desired results. The article provides code snippets and examples of using GPT in Google Ads scripts to generate the desired summaries and suggestions.
4 Google Ads Custom Columns you need to use – and why
By Laura Schiele | Jun 6, 2023 | Search Engine Land
Laura Schiele discusses the benefits of using Custom Columns in Google Ads for performance marketers. Custom Columns are reporting columns that can be created in the Google Ads UI to provide specific metrics and calculations tailored to a business’s needs. Schiele highlights several use cases for Custom Columns, including segmenting conversions, analyzing average conversion costs for specific time periods, conducting competitive analysis, and identifying spend anomalies. By utilizing Custom Columns, marketers can gain valuable insights, optimize campaigns, and make more informed decisions within the Google Ads platform.
Google Analytics 4 audience builder gains six new dimensions and metrics
By Barry Schwartz | Jun 6, 2023 | Search Engine Land
Google has introduced six new dimensions and metrics in the audience builder of Google Analytics 4, offering more detailed tracking of website metrics and goals. The new dimensions include country, manual term (UTM Term), mobile device info, minute, and new vs. returning visitors. The new metric added is session duration. These additions come as the deadline for Universal Analytics 3 to cease data collection approaches, emphasizing Google’s focus on enhancing Google Analytics 4 with additional features.
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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