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’s Plan For Ad Targeting Without Third-Party Cookies
By Matt G. Southern | Nov 9, 2023 | Search Engine Journal
As internet browsers move away from third-party cookies, advertisers are exploring new methods for targeting ads while respecting user privacy. Google, preparing to eliminate third-party cookies in Chrome, emphasizes the need for marketers to shift towards privacy-safe technologies and audience strategies. Radhika Mani from Google highlights the use of first-party data, enhanced AI, and new tools like the Privacy Sandbox’s Protected Audience API to maintain ad targeting effectiveness while upholding stronger privacy standards. These changes come in response to increasing consumer demand for data privacy and ethical concerns about user data handling by tech companies. The shift away from third-party cookies presents challenges and opportunities for advertisers, who are encouraged to invest in automated, consent-based solutions to adapt to this evolving landscape.
Meta unveils five new lead generation ad tools for Facebook and Instagram
By Nicola Agius | Nov 9, 2023 | Search Engine Land
Meta is introducing new tools on Facebook and Instagram to enhance lead generation for businesses. These tools include five ad features, AI capabilities, and CRM partnerships, aimed at improving campaign performance and efficiency. Key features include the expansion of the lead objective to Facebook and Instagram ads that link to WhatsApp, allowing for a more engaging lead nurturing process. Additionally, the Instant form ad format enables users to connect with multiple businesses simultaneously, increasing convenience and business discovery opportunities. Meta is also testing a feature for businesses to call leads directly through Facebook, and implementing full campaign automation with Meta Advantage+ for Lead Gen. Furthermore, Meta has partnered with HubSpot for CRM integration, offering easy setup and improved campaign performance, with studies showing a significant reduction in cost per quality lead and an increase in conversion rates.
Google Ads Holiday Timesavers
By Matthew Umbro | Nov 12, 2023 | Practical Ecommerce
Matthew Umbro provides essential tips for merchants to efficiently manage their Google Ads during the busy holiday season. The Google Ads Editor is a valuable tool for making bulk changes to ad copy, especially for promotions with minor text variations. It features a “Replace text” option for quick edits across multiple ads and allows for easy organization with labels. Automated rules in Google Ads can be used for scheduling ad activations and pauses, such as enabling Black Friday ads at midnight and pausing them later, and for adjusting manual bids during key shopping periods. Additionally, utilizing various ad assets like promotion assets, price assets, sitelinks, and callouts can enhance ad visibility and relevance. Finally, countdown ads, which create a sense of urgency by counting down to the end of an offer, are recommended as an effective strategy to drive consumer action during the holiday season.
Meta Ads for ecommerce: 7 things to test and iterate
By Menachem Ani | Nov 13, 2023 | Search Engine Land
Menachem Ani discusses the increasing similarities between paid social and paid search in the era of PPC advertising automation, focusing on Meta and Google’s ad products. Both platforms feature algorithm-based campaigns, limited visibility of data and settings, and rely on external factors like business-specific data and landing pages for growth. However, they retain unique characteristics: paid search captures demand, whereas paid social can both create and capture demand. For ecommerce campaigns on Meta, the Ani suggests experimenting with Advantage+ campaigns, broad targeting in standard Conversion campaigns, prioritizing purchase conversions, using 7-day click attribution, and being creative with ad content. He also emphasizes the importance of testing new assets regularly and following a consistent naming pattern for ads. The ease of tracking sales in ecommerce advertising, as opposed to lead generation, makes for more straightforward calculation of costs and margins, highlighting the potential for further growth beyond Meta Ads campaigns.
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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