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.
GPT-4 Prompt Engineering Master Elements: Controlling Complexity, Repetitiveness, Tone, Person and Believability
By Marty Weintraub | Jun 7, 2023 | Aimclear
Marty Weintraub discusses the limitations and common issues of the latest update of the ChatGPT architecture, known as GPT-4, which can simulate conversations but lacks human-like understanding, beliefs, opinions, and consciousness. The issues with ChatGPT include stilted and machine-generated responses, repetition of words and sentences, undesirable presentation of numbered lists, excessive filler words, and the lack of believable or random divergences. Weintraub provides examples of prompt engineering solutions to improve the output of ChatGPT, including instructions to disregard previous prompts, avoiding repeated phrases and words, managing complexity, tone, and metaphoric dualities, limiting pronouns, incorporating third-party quotes, and setting word count limits. The aim is to create more fluid and engaging copy while addressing the weaknesses of AI-generated text.
Microsoft Advertising Boosts Analytics & Global Reach In June Update
By Matt G. Southern | Jun 7, 2023 | Search Engine Journal
Microsoft Advertising has announced several updates and expansions in its June product roundup. The new features aim to improve website performance analytics, enhance cross-device conversion tracking, expand into new global markets, and integrate more seamlessly with other platforms. The standout update is the introduction of Universal Event Tracking (UET) insights, which provides advertisers with a deeper understanding of website performance without requiring additional coding. Microsoft Advertising is also introducing a cross-device attribution model to track customers’ conversion journeys across multiple devices, expanding into 23 new markets, and improving integration with Pinterest via the Microsoft Audience Network.
The Facebook Ad Library: Your Secret Tool to Spy on Your Competitors & Improve Your Ads
By Mark Irvine | Jun 7, 2023 | WordStream
The number of businesses advertising on Facebook and Instagram has nearly tripled in the past seven years, with over 10 million businesses relying on these platforms for promotion. However, the influx of new advertisers has increased costs and made the network more competitive, as evidenced by an 18% increase in CPMs on Facebook Ads in 2022. To level the playing field and gain an edge over competitors, advertisers can use the Facebook Ad Library, which allows them to view active and past ads from any advertiser. The tool provides transparency and insights into competitors’ ad strategies, and it can also be used to find new ideas, analyze and optimize one’s own ads, and assist with agency prospecting.
LinkedIn Ads rolling out generative AI, new ad formats
By Danny Goodwin | Jun 8, 2023 | Search Engine Land
LinkedIn is testing generative AI, which suggests headlines and text copy for ads based on a company’s LinkedIn Page. In addition, LinkedIn is introducing in-stream video ads that will play before and during long-form video content on trusted publisher sites. Two new ad formats, Conversation Ads and Thought Leader Ads, will also be made available starting in July. Conversation Ads allow for multiple call-to-action buttons and lead collection, while Thought Leader Ads promote content from verified company executives and employees. These new tools and formats aim to help advertisers efficiently reach their target audience, improve ROI, and increase revenue on the platform.
Does Google Ads Impression Share Still Matter in 2023? (+What to Do About It)
By Susie Marino | Jun 8, 2023 | WordStream
Susie Marino discusses the importance of impression share in Google Ads campaigns. Impression share refers to the percentage of times an ad is shown out of the total opportunities it could have been shown. Marino explains how to calculate impression share and highlights different types of impression share metrics. While there is no definitive benchmark for a good impression share, a range of 60-80% is considered ideal for most businesses. The article emphasizes that impression share is increasingly important in the competitive advertising landscape, as it can directly impact click-through rates and cost per conversion. It provides tips to improve impression share, including setting goals, refining keywords, and diversifying campaign types.
How to maintain targeting capabilities even without Google Ads similar audiences
By Jenny Williamson | Jun 9, 2023 | Search Engine Land
Starting from August 1, similar audiences will no longer be available in Google Ads, but there are alternative strategies to maintain effective PPC targeting. Google recommends providing high-quality data to maintain audience targeting. For search and shopping campaigns, leveraging smart bidding and first-party data through customer match lists can help target valuable customers. Display, discovery, and video campaigns can benefit from optimized targeting, which uses real-time conversion data to construct personas of potential converters. Additionally, advertisers can explore strategies like adding and testing custom segments and utilizing smart bidding with conversion values and offline conversion importing to improve targeting and performance. Despite the sunset of similar audiences, providing high-quality signals to Google Ads remains possible and essential for success.
How to Use Audience Segmentation to Improve Ad Relevance and ROI
By Alise Zaiceva | Jun 12, 2023 | Optmyzr
Alise Zaiceva provides an overview of audience segmentation and its role in improving the relevance and return on investment (ROI) of advertisements. Audience segmentation involves dividing the target audience into smaller groups based on metrics such as geographic location, demographics, psychographics, behavior, technographics, needs, and values. Using audience segmentation tools like Google Ad Manager and Google Analytics, marketers can gather and analyze data about their target audience to create buyer personas. By targeting specific audience segments and employing retargeting strategies, marketers can create tailored messaging, improve ad relevance, and increase ROI.
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.
Get your weekly dose of PPC industry news delivered right to your inbox! Subscribe to our newsletter HERE.
English