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.
Drive better results: An insider’s look at the latest Google Ads innovations
Google is rolling out a few new products to help you work smarter and get the most out of your omnichannel goals in the coming weeks. We will see two improvements to click-to-message ads:
- Email forwarding
- Automatic reply
Additionally, to help measure the success of your click-to-message ads, message reporting will now include message conversions.
To help you take action on store visits, they’re adding insights to data-driven attribution and Smart Bidding, which uses machine learning to help you improve performance by helping you understand which keywords, ads, ad groups, and campaigns have the greatest effect on your business goals. Store Visits in Google Analytics will start rolling out to eligible advertisers to connect store visits to other marketing efforts that bring customers to your website and then to your store to help you better understand how your online and off-line conversions are affecting each other.
A smarter way to target your audience with Bing Ads and LinkedIn
by David Pann | Oct 23, 2018
Bing Ads announces the newest evolution in their integration of LinkedIn and Microsoft Advertising by offering profile targeting that leverages LinkedIn data for search campaigns on the Bing Ads platform. They intend for this to be a great opportunity for marketers to maximize their campaign spend with more precision-based targeting through the following three professional profile dimensions: Company, Job Function and Industry.
It’s the holidays and Bing shopping is ready for you
by Sanjay Prithiani & Varsha Bolar | Oct 25, 2018
Bing wants your holiday shopping experience to be a smooth success this year. They’re announcing:
- Automatic Item Update feature: automatically syncs your Bing Merchant Center feeds to your site’s price and product availability microdata.
- Bing Ads Flyers pilot: flyers enable you to display your best deals and hottest products.
- Multiple images in Product Ads
- Product Ratings and Product descriptions display: partnering with Bazaarvoice to provide authentic ratings and review content.
Make better business decisions based on time of ad clicks
by Nan Li | Oct 17, 2018
Bing is making two useful changes to their conversion reporting that will help you focus your business decisions and actions across their platform. The first, conversions will now be reported based on the time of the ad click that led to the conversion.
The second, Assists will now be reported based on the time of the ad click that contributed to a conversion. You should find that these changes will improve the performance of ad schedule bid modifiers, as they align better to the time of the click, instead of the conversion.
Google Ads Brings New Features to the Ad Preview and Diagnosis Tool
by Matt Southern | Oct 26, 2018
Advertisers will have more insight into who is seeing their ads with new features added to the Ad Preview and Diagnosis tool. You will be able to take immediate action to fix issues with ads not being shown. You can now filter by audience to preview ads based on the audience they will be shown and learn why ads aren’t showing so you take action immediately to fix the situation.
Set Up Creative Testing in Apple Search Ads
by Rachel Poulos | Oct 24, 2018
While the Apples Ads platform is great at targeting new users, they still have room to improve the detailed custom targeting that we find on other platforms. For their efforts, Apple Search Ads came out with Creative Sets earlier this year where you can test different ad variations and tailor your ads to specific ad groups and demographics.
Apple Search Ads algorithm will then evaluate the ads that are running and, based on engagement, they will choose the to show the better performing ad. Understand the limitations to Apple Search ads, the best way to set up your Creative Sets for the best results, and some very effective ideas to test your sets for maximum results.
Bing’s ‘Quest for Intelligent Search’ at SMX East
by Eric Enge | Oct 26, 2018
The Bing team delivered a keynote talk at SMX East this week, “The Quest for Intelligent Search.” Featuring Christi Olson and Frederic Dubut, the presentation contained many insights into the core areas that search engines are investing in to make search better.
Bing approaches the goal of a search engine as to, “Provide searchers with timely, relevant results that they can trust to provide insights about their search queries.” Christi and Frederic then walk you through a discussion of what led them to that goal and ultimately conclude that a search engine should be intelligent, personalized, pervasive, predictive and conversational.
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.