7 Important Google & Facebook PPC Updates

What’s it like to pay lower CPMs and enjoy the benefits of Google listings without paying a dime? Google and Facebook have rolled out their May updates for e-commerce marketing. The updates include impressive changes that can help you optimize PPC results to get great ROAS. While these updates won’t affect your marketing strategies negatively, you should nonetheless learn about them.

So, in this article, we will break down the Google and Facebook May news, PPC updates and explain how all these will affect you.

Global CPM is at its Lowest Ever

There’s no better time to invest in Facebook ads than now. The online market is experiencing changes (no thanks to the ongoing pandemic) and as a result, e-commerce marketing is enjoying some benefits. For Facebook, there isn’t much marketing competition due to the reduced number of advertisers on the platform. Hence, causing Facebook CPMs to be at its lowest ever.

Not to mention that Facebook users are spending more time online than ever before. This means that more people will see your ads because they have nothing to do with their time. So, make use of the opportunity, adjust your Facebook marketing strategy in order to improve your Facebook ad performance.

Facebook Ends Campaign Budget Optimization Mandate Plans

Another impressive update from Facebook is reversing of its Campaign Budget Optimization (CBO) mandate. Before now, Facebook mandated marketers to use its CBO feature. After some unwanted results, Facebook has decided to be done with it. Marketers can now go back to managing their budgets at whatever stage they prefer, whether at the ad set or campaign level.

Google Shopping is Offering Free Listings to Everyone

For some Google May updates, Google Shopping is offering all online vendors free product listings. Keep in mind that the free listings will remain in the Google Shopping tab body section. Google still reserves its traditional search results for shopping carousels for ads. So, the free listings bonus won’t affect most marketers.

However, you shouldn’t overlook this update as it comes with some benefits. Both sellers and consumers will find the update appealing because they won’t have pay to get more product listings that can increase their search result visibility.

How Google Shopping Free Listings will Work:

  • The product data feeds that are uploaded to Google Merchant Center will power the free listings.
  • Vendors who use PayPal will be able to link their PayPal to the Google Merchant Center, courtesy of Google’s new partnership with PayPal.
  • Google Search page isn’t changing much. Product listing ads (PLAs) will remain ads only. Google Shopping ads will be displayed on the Shopping tab page at the top and bottom as it is for main search results.

Bolded Search Ad Tool Can Generate 20% Better CTRs

Emoji ads and bolded search are some of the interesting additions to e-commerce marketing as they have impressive CVRs and CTRs. While we can’t say that Google officially supports bolded search, marketers who have tried AdTools.org are testifying to its incredible results. Search Engine Journal conducted an A/B test that showed that bolded text in search results increased CTRs by 19.4%.

Google Expands its Verification Program

One of Google’s core values is transparency (you are free to doubt it), therefore, Google has included more verification for advertisers. Henceforth, advertisers must confirm their identities in order to make it easier for Google Search to recognize the advertisers behind the ads. Google users will now be able to see the information of the advertiser or advertising company behind Google search ads.

Google Beta Tests New YouTube Video Builder

YouTube is currently beta testing a new video builder. The plan is to develop a tool that brands can use to create six to 15 seconds of video using available assets and the free audio library on YouTube. What this means for e-commerce marketers is that they will be able to convert product images and/or brand images into a short effective conversion-focused video. You can then promote the video as a YouTube Shopping ad.

Google Ads Website Links to Call Ads

To wrap it up for Google May updates, Google now provides a choice for advertisers using Call Ads to add their website link. Google’s intention is to create a better experience for searchers by giving them more contact options to reach out to online merchants. As a result, peak-call volumes and times won’t be as discouraging for customers as it used to be.

On that note, we say, make the most use of the updates!

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Do Blogs Matter in 2019?

The simple answer is yes. The more complicated answer is still ‘yes’ but with the following caveat: Not the way you’re used to thinking about blogs.

The idea of blogs being this great revolution in expression and communication never did quite take off, and that’s coming from a blog post that says blogs remain essential. Simply put, blogs never became truly glamorous, but have remained more or less in a secondary position to websites, articles, etc., which is more or less what blogs were originally intended to be – B-logs which were notes left on servers about work that had been done so engineers could pick up each other’s progress.

In the real world, blogs work as a second layer website devise best put to use as a kind of advice column for your customers. The whole tell-your-story thing and show how your business is a great and wonderful paradise approach has faded in favor content like straightforward best-practice tips, at least as far as useful blogs are concerned


A useful blog is several things, most of them obvious, like pages that get a significant number of visits, increased SEO visibility, the launching a readership, and the informing of customers. Consistency is the key to getting all four of the aforementioned pillars to stand firm.

When you post once or twice a month on your blog, you can expect several things to happen. First, you will begin to grow in SEO significance. Not that a particular page will produce a magic combination of ‘woo’ and suddenly rank you at the top of the page for the juiciest search term. But you will spread your brand through the subjects you write about. A little careful use of long-tail keyphrases and geolocation and your posts will be coming up in customer searches.

For example, a local plumber who writes an expository blog post about simple toilet fixes (and life is always more stress-free when you know how to fix your own toilet), will rise in SEO significance, either with the blog post itself or through better ranking of a top-level page for a ‘toilet fix’ search term. Add some geolocation, and the plumber’s phone will ring more often, even if they did just tell their customers how to fix a toilet.

Branding is mostly an exercise in reminding. Blogs are useful for building things like newsletter lists with buttons that read ‘Get This Post in Your Mailbox’. The more you put your name in front of a potential customer the faster they’ll become a customer. Keeping blogs significant isn’t hard. Every business has knowledge that will benefit their customers and make their products and services stand out. You aren’t expected to give away the store, but you can likely find something to impart that will make a customer’s use of your product easier or more pleasurable. Making someone else’s life easier is why most businesses exist, at least those that stay around for awhile. Your blog should reflect and compliment your company’s mission. Think of it like tipping the customer.

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