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 trials new CTA that takes customers directly to your website
By Nicola Agius | Jun 13, 2023 | Search Engine Land
Google Merchant Center is testing a pilot program called “checkout,” which allows customers to land directly in a website’s checkout process. The program aims to increase conversions and sales for participating merchants. To join the trial, merchants need to complete a form and add their checkout landing page link in the Merchant Center settings. Merchants can either use a dynamic URL template for their entire brand or create a unique checkout link for each product. Google recommends providing a smooth checkout experience and clear communication to enhance the user experience.
Google’s New AI-Powered Ad Campaigns: Demand Gen & Video View
By Matt G. Southern | Jun 14, 2023 | Search Engine Journal
Google has unveiled two new AI-powered advertising solutions: Demand Gen and Video View campaigns. These campaigns aim to facilitate seamless connections between businesses and consumers, boosting product demand and driving purchases. The features include tailored creatives with lookalike audience segments, simplified ad construction, and improved engagement metrics across various viewing formats. These AI-driven solutions provide businesses with valuable insights into campaign performance, empowering them to make informed decisions. Google plans to launch these advertising tools on a broader scale later in the year, leveraging the popularity of its platforms to enhance advertising value for businesses.
Google trials automatically created assets for Performance Max
By Nicola Agius | Jun 14, 2023 | Search Engine Land
Google has begun testing its automatically created assets feature on Performance Max campaigns, which generates ad copy for marketers by analyzing landing pages, domains, and ads. The feature aims to alleviate creative fatigue and save marketers time and effort. While some advertisers have seen improved performance and conversions with automatically created assets, others have expressed concerns about a potential reduction in creative control and issues with accuracy and brand fit. Google is rolling out brand restrictions to enhance the relevance and reach of broad match campaigns while ensuring they match relevant brand traffic specified by advertisers.
Google Expands ‘Confirming Gross Revenue’ Tool In Ad Platform
By Brooke Osmundson | Jun 14, 2023 | Search Engine Journal
Google Ads has expanded access to its Confirming Gross Revenue tool, which verifies transparency in programmatic buying by ensuring hidden fees are not deducted during ad transactions. The tool utilizes the Revenue Verification Report, allowing publishers to see the aggregate gross revenue received from a specific buyer, while both parties can cross-reference the data. The tool is now available to all publishers using Ad Manager 360, advertisers, and agencies using Display & Video 360, and integrates with ad tech providers like Yahoo and Index Exchange. Google’s efforts to enhance transparency also include simplifying ad platforms, updated fee structures, and initiatives like the Ads Transparency Center and My Ad Center.
7 Best Strategies to Start Sponsoring Your Products on Instagram
By Vergine Melkonyan | Jun 14, 2023 | MarinOne Blog
Vergine Melkonyan provides tips for effectively sponsoring products on Instagram to grab the attention of the target audience. Melkonyan explains the difference between sponsored posts and Instagram ads, highlighting the value of influencer collaborations. The article emphasizes the importance of setting clear goals, such as increasing brand awareness, generating leads, and driving sales. It suggests choosing the right target audience, creating high-quality content, collaborating with influencers, leveraging Instagram Stories, and determining a budget and bidding strategy to maximize the effectiveness of Instagram sponsorships.
Major Looker Studio GA4 connector update adds 170 new fields
By Nicola Agius | Jun 15, 2023 | Search Engine Land
Looker Studio has introduced a significant update, offering users access to 170 new fields for reporting by refreshing their GA4 data sources. This update enables the creation of more comprehensive and detailed Looker Studio reports, providing advertisers with valuable insights such as landing page, user conversion, page location, and session conversion rates by event data. Marketers can utilize this information to make well-informed decisions about ad placements and campaigns. The new fields include ads clicks and cost, average session duration, page referrer, time dimensions, and more. The update was launched on June 16.
Elevate your PPC with ChatGPT: The art of asking disconfirming questions
By Amy Hebdon | Jun 20, 2023 | Search Engine Land
Amy Hebdon discusses the power of using disconfirming questions in digital marketing strategies when working with generative AI. Disconfirming questions challenge existing beliefs and encourage exploration of different possibilities, leading to more transparent and useful responses. By asking these types of questions, marketers can avoid confirmation bias, uncover hidden patterns, and test assumptions, resulting in more accurate data and better outcomes. Hebdon provides examples of disconfirming questions in various digital marketing areas such as landing page optimization, audience insights, and client management, highlighting the benefits of combining generative AI with these questions for innovative and effective strategies.
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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