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.
The Expert’s Guide to Dynamic Search Ads: How to Make Them Work for You
By Michelle Morgan | Jul 11, 2023 | WordStream
Michelle Morgan discusses Dynamic Search Ads (DSA) in Google Ads and provides tips for maximizing their effectiveness. DSA campaigns differ from regular search campaigns by using website content to generate ad copy and target relevant queries. The setup process for DSA campaigns is explained, highlighting the need to create a new campaign without specific goals and then accessing the DSA settings in the campaign’s settings tab. Morgan also covers five key aspects for making DSA work effectively:
- Assessing website suitability
- Understanding URL selection
- Reviewing ad copy generation
- Preventing keyword cannibalization
- Utilizing negative keywords
Ecommerce PPC: 4 optimizations to do before the holiday season
By Menachem Ani | Jul 11, 2023 | Search Engine Land
Menachem Ani discusses four external optimizations that can enhance the success of Performance Max campaigns during the holiday season. The optimizations include campaign structure, offer positioning, data feed optimization, and post-click experience. Ani emphasizes the importance of campaign structure, suggesting that fewer campaigns can lead to increased traffic and efficiency. He also highlights the significance of offer positioning and advises adapting offers to align with holiday shopping habits. Additionally, optimizing the data feed, such as including relevant product information and ensuring correct categorization, is crucial for effective campaign performance. Lastly, the post-click experience, particularly the landing page and cart behavior, should be optimized to increase conversions and improve profitability. Ani emphasizes the need to start preparing early for the holiday season to address potential challenges and make the most of Performance Max campaigns.
Maximizing brand impact with Amazon’s video advertising: A comprehensive guide
By Evan Facinger | Jul 12, 2023 | Search Engine Land
Evan Facinger explores Amazon’s video advertising solutions and provides guidance on how brands can utilize them to enhance their digital advertising strategies. Facinger covers different types of video ads offered by Amazon, including in-stream and out-stream video ads, video ads for Amazon Live, and OTT video ads. He also discusses Amazon’s plans to introduce an ad-supported tier to its Prime Video platform, similar to other streaming platforms. Facinger highlights the unique advantages of Amazon video advertising, such as seamless integration with the ecommerce platform and access to valuable consumer data for targeting. The article concludes with a 3-step guide to creating successful Amazon video ad campaigns, emphasizing the importance of choosing the right solution, creating compelling content, and measuring and optimizing the ad campaign.
9 Best Practices for LinkedIn Retargeting That Cut Costs & Drive Conversions
By Michelle Morgan | Jul 13, 2023 | WordStream
Michelle Morgan highlights the effectiveness of LinkedIn as a channel for reaching target audiences and discusses the challenges of retargeting on the platform due to its higher costs. She provides nine crucial LinkedIn retargeting tips for achieving cost-effective and successful campaigns. These tips include using audiences from all available sources, understanding the impact of audience size on advertising costs, keeping exclusion audiences updated, utilizing multiple ad formats (including text ads), experimenting with different calls to action, controlling rotation settings for ads, including five ads for better performance, monitoring reach and frequency to avoid ad fatigue, and using manual bidding with low bids to optimize costs. By following these best practices, businesses can maximize their marketing ROI on LinkedIn.
Amazon Prime Day 2023: Record-Breaking Ad Spending Boosts Sales by 486%
By Chris “Coz” Costello | Jul 14, 2023 | Skai
Chris “Coz” Costello highlights the success of brands advertising on Amazon Prime Day 2023, as ad spending increased significantly compared to the previous 30 days. Advertisers experienced a 409% increase in spending, with clicks rising by 226% and cost-per-click (CPC) increasing by 58%. Year-over-year, Prime Day spending rose by 65%, contributing to over half of the overall year-over-year spending growth. The average size of shopping carts grew by 76%, resulting in a 486% growth in ad-attributed sales revenue and a 14% increase in return on ad spend (ROAS). The top categories for ad spending and sales were Beauty & Personal Care, Computers & Consumer Electronics, and Home & Garden. However, some categories saw higher spending than sales, leading to lower ROAS. Overall, Prime Day continues to provide value for brands, helping them expand their customer base and drive product sales at an accelerated rate.
How to Improve Facebook Ad Performance With Optimized Creative
By Anna Sonnenberg | Jul 17, 2023 | Social Media Examiner
Anna Sonnenberg emphasizes the significance of optimizing Facebook ad creatives to enhance ad performance. Recent tests have shown that creatives play a larger role in driving advertising results than previously thought. A study by Meta found that ads utilizing creative best practices can lead to a 1.2X to 7.4X increase in short-term sales and a 1.2X to 2.7X increase in long-term sales. Images and videos have a substantial impact on revenue, with Nielsen and Google studies attributing 56% and 70% of related sales to campaign creatives, respectively. The article provides seven ways to optimize images and videos for Facebook ads, including creating mobile-first assets, including a mix of different creative formats, prioritizing short video ads, and leveraging Meta’s AI tools for creative optimization. Promoting user-generated content, advertising across platforms, and reviewing creative reports in Ads Manager are additional strategies discussed to improve Facebook ad campaign results.
Meta rolls out multiple updates to enhance Facebook video experience
By Nicola Agius | Jul 18, 2023 | Search Engine Land
Meta has announced a series of updates aimed at improving the Facebook video experience. The updates include new editing tools, a redesigned video Explore section, a simplified video tab, and increased opportunities for engagement. The new editing tools allow users to add audio, music, and text to their videos, as well as offering more options for clip editing and enhanced audio capabilities. The redesigned video Explore section aims to make it easier for users to discover videos about popular topics and trends, while the simplified video tab provides a one-stop shop for accessing all types of video content on Facebook.
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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