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!