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.
7 LinkedIn advertising pitfalls: Where your B2B ads setup might stumble
By Andrea Cruz | Aug 30, 2023 | Search Engine Land
Andrea Cruz’s insights on LinkedIn advertising for B2B audiences highlight critical pitfalls and solutions. These include precise audience targeting, striking the right balance between specificity and audience size, mobile optimization for a positive user experience, and avoiding overly restrictive content formats like PDFs. Andrea also recommends focusing on relationship-building beyond in-market prospects and stresses the importance of compelling ad creative with high-quality visuals and persuasive messaging. Adequate budget allocation and continuous campaign monitoring and optimization are emphasized to harness the platform’s full potential.
5 hidden areas of Google Ads you probably didn’t know about
By Aric Whiteley | Aug 30, 2023 | Search Engine Land
In Aric Whiteley’s exploration of Google Ads, he highlights lesser-known but impactful features within the platform. He discusses the importance of dynamic product remarketing and the need to pass the correct parameters to enable it, emphasizing the role of the “id” value in the pixel. Aric also introduces seasonality adjustments as a tool to inform smart bidding algorithms of expected conversion rate changes. Data exclusion is another valuable feature, allowing advertisers to exclude specific dates in case of tracking issues. Additionally, he mentions account-level automated extensions that Google generates based on websites and Your data insights, which provide valuable customer insights for targeting and campaign optimization.
Why Enhanced Conversions Are Now More Important Than Ever For Google Ads
By Andrea Atzori | Aug 31, 2023 | Search Engine Journal
In this comprehensive guide by Andrea Atzori, various efficiency-enhancing features within the Google Ads interface are highlighted. These features include Saved Views, which allow users to save and apply filters across campaigns, ad groups, and keywords for quicker access. Custom Columns enable the creation of unique metrics and formulas to provide advanced data in the UI. Saved Column Sets simplify data viewing by allowing users to save and quickly select relevant columns. The Policy Manager centralizes ad approval appeals and status tracking. Additionally, Negative Keyword and Placement Exclusion Lists aid in controlling spend and relevance in search, display, and video campaigns. Finally, Automated Rules and Scripts provide automated actions, notifications, and advanced campaign monitoring, while the Asset Library streamlines the management of ad assets.
7 Google Ads features to streamline your workflow
By Tim Jensen | Aug 31, 2023 | Search Engine Land
PPC managers often spend a significant portion of their time in the Google Ads interface, and this article highlights several built-in features to enhance efficiency and productivity:
- Saved Views: These allow you to save filter sets for quick access when navigating between different sections of the UI, helping manage multiple campaigns efficiently.
- Custom Columns: Custom columns enable the creation of unique metrics for data segmentation beyond default options, enhancing visibility and providing more advanced metrics.
- Saved Column Sets: These sets allow for quick selection of relevant data columns and reduce frustration with default column choices.
- Policy Manager: This centralized tool helps monitor ad approval appeals and track their status, ensuring better management of policy issues.
- Negative Keyword and Placement Exclusion Lists: These lists assist in controlling spend and maintaining relevance by efficiently marking unwanted queries and placements across the account.
- Automated Rules and Scripts: Automated rules simplify bulk actions and notifications, while Google Ads Scripts offer more advanced options for complex tasks and monitoring.
- Asset Library: This section organizes image, video, and text assets used in ads, providing insights into audience responsiveness.
Google Ads Conversion Value Rules, Explained
By Marin Software | Sep 1, 2023 | Marin One Blog
Google’s Conversion Value Rules offer advertisers greater control over their ad spending by allowing them to define conversion value based on various factors. These rules enable advertisers to adjust the value of conversions depending on the conversion action category and specific impression dimensions like audience membership, location, and device. The rules are created using the Google Ads API and can be applied at either the account or campaign level. They are essential for optimizing ROAS (Return on Ad Spend) through Smart Bidding, helping advertisers prioritize spending on high-value impressions. Advertisers should be careful when creating these rules, ensuring they are accurate and not too general to get the best results from Smart Bidding.
Unpacking ‘Demand Gen’ Google Ads
By Matthew Umbro | Sep 3, 2023 | Practical Ecommerce
Google Ads has introduced Demand Gen campaigns to help advertisers capture demand, particularly those used to social media platforms with extensive targeting capabilities like Facebook and LinkedIn. Demand Gen campaigns will appear on YouTube, Gmail, and the Discover app, allowing advertisers to optimize for micro-conversions such as email signups and page views. This new campaign type offers expanded reach by appearing on YouTube Shorts, tailored ad experiences with various formats including videos and carousels, flexible bidding options including “maximize clicks,” enhanced reporting and measurement capabilities, and the inclusion of lookalike segments for audience targeting. These campaigns aim to provide a more immersive and visually appealing ad experience, appealing to social media advertisers.
A/B Testing Allows You To Maximize Your Profit on Amazon
By Robyn Johnson | Sep 4, 2023 | Search Engine Journal
Optimizing content for ideal customers is crucial for maximizing conversions and ad performance to succeed in the competitive landscape of Amazon advertising. As Amazon ad adoption rates continue to rise, a comprehensive marketing plan with converting content becomes essential. A/B testing is a valuable method for maintaining organic rankings and enhancing ad performance, allowing adjustments to content for better ranking on important keywords. Since Amazon’s SEO is primarily conversion-based, even small changes that increase conversion rates can significantly impact organic traffic and sales. A/B testing provides insights into customer preferences, which can inform product extensions and improve overall ad performance. The “Manage My Experiments” feature is recommended for clean and reliable testing data, allowing for automatic implementation of winning test variants. Testing variables one at a time, considering important shopping dates, accounting for outside variables, and refining content based on customer preferences are key A/B testing best practices for Amazon advertising.
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