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.
Big Changes Coming to Google Ad Delivery & Facebook Ad Targeting
By Conor Bond | Aug 21, 2019
Google and Facebook have announced important changes that every marketer should have top of mind. As of September 17, 2019, you’ll no longer have the option to select accelerated ad delivery for new search or Shopping campaigns. Accelerated delivery will remain available for display and video campaigns. With the Off-Facebook Activity Tool, users can see overviews of the information that third-party apps and websites have uploaded to Facebook to reach them with targeted ads. If they feel so inclined, users can disconnect this information from their accounts, taking away your ability to retarget them and prevent the use of personal data for behavioral targeting going forward.
Google rolls out maximize conversion value smart bidding strategy
By Ginny Marvin | Aug 21, 2019
The maximize conversion value smart bidding strategy is now available in all Search campaigns. Maximize conversion value aims to optimize for the greatest conversion value within budget. The bidding strategy uses historical campaign data and the searcher’s contextual signals to determine the optimal CPC bid at auction time.
5 Essential Strategies for Marketing to Generation Z
By Elle Pollicott | Aug 21, 2019
If you look close, there are subtle differences between marketing to Millenials and Generation Z. Elle Pollicott shares five ways you can successfully tweak your digital marketing strategy to tailor it for the younger Gen Z audience, including:
- Sell experiences, not products
- Video, video, video
- Rethink that major influencer campaign
- Engage with customers
- Highlight your dedication to privacy
Google Launches an Enhanced Shopping Experience
By Melissa Reilly | Aug 21, 2019
Google has released its new Shopping experience, giving those that navigate directly to the page options to visit different categories, view sale items, explore featured stores, and more. The rebranding is clean and well-organized. But will searchers on Google be used to going there to shop casually? That may present a challenge for Google to overcome, as well as to encourage more sellers to use the platform.
Dynamic Search Ads For Beginners
By Shannon Macklin | Aug 21, 2019
Dynamic Search Ads (DSAs) help to fill in the gaps where your other search campaigns may be slacking by helping you discover new searches you may not have thought of beforehand. Shannon Macklin shares her guide to DSAs where she shows us how to set them up and how to use with remarketing. DSAs are worth testing if you are looking for gaps in your current structure or you simply want to drive additional traffic to your site and are looking for quick expansion opportunities.
How to leverage Microsoft and LinkedIn to drive demand
By Sarah Reveillard | Aug 22, 2019
Microsoft Advertising is the only platform to offer LinkedIn Profile Targeting on search and native. This targeting capability enables you to reach audiences based on the target’s company, job function, industry, and more — for search and native ads. Sarah Reveillard reveals a three-step process to leverage the two:
1. Build a compelling organic presence
2. Boost your reach and engagement via paid advertising
3. Measure, learn and optimize to drive more impact
Never go over budget again with this advanced Google Ads Script
By Wesley Parker | Aug 22, 2019
Wesley Parker shares a new Google Ads Script that features an advanced budget tracking script for tracking media spend with alerts when you get close to the budget. “The script allows you to track budget at the top line as well as breaking down budgets for different sets of campaigns, labels, and channels. You set a budget for the time frame that you want to track that is displayed at the top line on the graph (see below). The script then plots daily the cumulative spend for the month on each day tracking towards your goal,” Parker explains.
7 Ways to Use Google Ads for Local Businesses
By Pam Neely | Aug 22, 2019
Paid search ads on Google can do more than just drive traffic and sales. They can be a great place to test ad copy and offers, and give data to improve SEO. Pam Neely shares 7 ways to use Google Ads for local, including:
1. Use Local Service Ads
2. Use the Local Features of Ad Extensions
3. Use Google Product Listing Ads to Promote Specific Stock Items
4. Test Meta Title Tag and Title Description Copy
5. Test Which Customer Reviews Get the Most Clicks
6. Test which keywords convert into customers at the highest rate
7. Use Local Terms for Your Keywords, and Mention Local Landmarks in Your Marketing
Data Studio Showdown: Dashboards vs Reports
By Amy Hebdon | Aug 23, 2019
Data Studio, Google’s data visualization platform, allows you to deliver easy, customizable, on-demand access to high-level performance metrics to your clients. Reports, on the other hand, cover a specific time period with a beginning, middle, and end, and can be used to tell a story with context and narrative. Which one is more appropriate will depend on the client’s needs.
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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