You’ve put a lot of time and effort into running successful Pay-Per-Click (PPC) advertising campaigns. However, Google and Facebook have been busy over the last few months, rolling out several major PPC industry updates.
So, what do these changes mean for you? Here are a few of the top summer PPC updates you need to know about and why they matter:
1. Discovery Ads Rolling Out to Every Account
Recently, Google officially rolled out the Discovery ads feature to every account. This makes it easier for brands to reach up to three million potential customers through various campaign options. If your business or brand involves eCommerce, this is something you need to check out immediately.
2. Gallery Ads Are Out, and Image Extensions Are In
Images in Google text ads are changing pretty dramatically, too. Starting soon, what was previously known as gallery ads is being scrapped in lieu of new dynamic image extensions.
With this feature, advertisers now have the ability to upload images manually or have Google choose them from their websites automatically. For service sites or those that don’t explicitly sell online, this provides more options to showcase who you are and what your business is about.
3. Google’s Shopping Actions Is Now Commission-Free
Selling on Google Shopping just became more affordable now that the search engine giant is waiving commission fees for purchases made through Shopping Actions. This makes it easier for businesses of all sizes to sell their products on Google. The new model allows retailers to choose their own payment provider and manage customer service, returns, and other processes. Currently, the zero percent commission program is invite-only but will open up to all businesses later this year.
If your eCommerce business isn’t currently taking advantage, this is something you’ll want to add to your marketing strategy as soon as possible. For the best results, start adding listings now before the holiday rush is here.
4. New Features for Responsive Search Ads
If you regularly use responsive search ads, Google is making it easier for you to reach your target audience. They’ve added a ton of new features, including countdown customizers, cross-campaign asset reporting, and more. Check out the details here.
5. Added Layouts for Responsive Display Ads
Brands that weren’t previously thrilled with the look of Google’s responsive display ads can celebrate. The search giant recently added new layouts and configurations to choose from. This makes it easier than ever to find the right one to match your message.
6. Refine Keywords in Google Keyword Planner
Perhaps one of the best PPC updates from this summer is changes to keyword optimization. Finding the optimal keywords for your PPC and Search Engine Optimization (SEO) campaigns is a whole lot easier thanks to recent changes in Google Keyword Planner. Instead of having to sort through thousands of suggestions to find the ones that closely match your content or ads, you can choose and group keywords based on elements like color, size, and more.
7. Facebook Shopping and Instagram Shopping Add More Types of Businesses
Finally, for those who run Paid Social advertisements, there have been key changes to Facebook Shopping and Instagram Shopping. Specifically, both platforms are adding categories for more types of stores, making it easier than ever to gain traction with your brand on social media.
Let Our Expert Team Help You with Your Pay-Per-Click Marketing
As we move forward with all of these exciting changes, now is a good time to have the best marketing team by your side. At Zero Gravity Marketing, we understand the impact of these updates and know exactly how to incorporate them into your marketing strategy.