Good morning, Marketers, how’s this for a new approach?

First, Google opened up Shopping to free listings. Now it’s ditching the cost-per-sale Shopping Actions program and will forgo commissions when users checkout from Shopping listings via Buy on Google. Not only that, merchants will be able to use Shopify and PayPal for Buy on Google payments. 

This is another very big change to Google’s approach to product search and commerce. Clearly, it sees bigger upside in opening its services up to a much larger universe of sellers and products. Presumably bigger selection and smoother checkout will attract more users — and incentivize sellers to spend more on ads. 

And speaking of ads, Google is starting to show more attributes in Shopping ads, so check to make sure your feeds are well optimized. 

E-commerce has been a bright spot during the pandemic. Yet many more SMBs are in precarious positions. As of July 10, Yelp said that of the roughly 26,000 restaurants listed as closed in March, 60% were now permanently closed. SMBs spend billions on marketing and advertising and if hundreds of thousands of those businesses disappear, it will further affect the entire digital marketing ecosystem, writes Greg Sterling. Businesses that adapt and pivot are more likely to survive, surveys show.

Catch Google’s Martin Splitt on the final day of our live SEO for Developers session today at 1:00 p.m. ET. He’ll be talking about what you should and shouldn’t be worried about when it comes to JavaScript and Google indexing. Sign up here to join live and get your questions answered.

Ginny Marvin,
Editor-In-Chief

 
 
 
Search Shorts
 

Google Search Console coverage report weirdness & Apple search ranking factors

Apple ranking factors. Apple updated its help document on Applebot, which includes a list of Apple Search’s ranking factors. It is hard to know how this is used since Apple Siri uses Google for web results, but it is interesting nevertheless.

Improve Google indexing. From John Mueller of Google, “the best way to improve indexing is to create great – unique & compelling – content that users have been seeking out, and which users recommend to others. Search engines don’t index everything just because it’s online.”

Search Console coverage report. While the Google Search Console coverage report is still a bit out of date, Google is working on it, there was a weird message about indexing issues that happened yesterday. That was a delayed message as well and a mistake according to Google.

AMP plugin for WordPress. The first v2.0 beta pre-release of the official AMP plugin for WordPress is now available for testing!

 

Tips for turning your PPC campaigns into winners

Sponsored by Optmyzr

How do you set yourself apart in PPC when Google and Microsoft are continually adding more automated capabilities that effectively level the playing field? If you want the absolute best PPC results, and you never want your ad shown for a query of dubious relevance due to a weird close variant, it will take a LOT of time. But if you’re like most of us, you need to balance time with performance. A good strategy with a solid execution (even if neither is the best), can still produce superior results compared to a scenario where there is a disconnect between the two elements and the best strategy is poorly executed, or a bad strategy is executed flawlessly.

Read more »

 

Compare 13 top marketing automation platforms

MarTech Today’s “B2B Marketing Automation Platforms: A Marketer’s Guide” examines the market for B2B marketing automation software platforms. This report includes profiles of 13 leading B2B marketing automation vendors, capabilities comparisons, pricing information, and recommended steps for evaluating and purchasing

Get it now »

 

[LAST DAY] Free online SEO for Developers training

Act like a developer… think like an SEO! Join us live today (for free!) for a 90-minute masterclass designed with you in mind – starting at 1:00pm ET!

Register for free »

 
 
 
What we're reading
 

We've curated our picks from across the web so you can retire your feed reader

A few inspirations from Google Arts & Culture for your summer vacations – Google Blog

Do SEO Writers Need Technical Skills? – SuccessWorks

Google rolling out light theme for Nest Hub Max settings – 9to5Google

Google Search Console Coverage Report – Experiencing Indexing Issues? – Search Engine Roundtable

Google Translate dark theme rolling out on Android – 9to5Google

How To Optimize Your PPC Campaigns During a Pandemic – Go Fish Digital

Outreach Competitive Analysis: The How and Why of It – Portent

PLAs and the Overlap Between SEO & SEM – Searchmetrics

Small Business SEO: A Beginner‘s Guide for SMBs – SEM Rush