June 27, 2016

The Latest from Google: New AdWords Features with a Mobile-first Focus

By: Carolina Erke | Senior Marketing Communications Specialist

Google update-hero image

 

At the recent Google Performance Summit, Google announced some significant changes coming to AdWords. Before we jump into what it all means for advertisers, let’s take a look at some of the mobile stats Google revealed at the event.

  • Every year, there are trillions of searches on Google and over half of those searches happen on mobile.
  • Across the millions of websites using Google Analytics, Google is seeing more than half of all web traffic coming from mobile devices.
  • Nearly a third of mobile searches are related to location.
  • Location-related searches have been growing 50 percent faster than mobile searches overall in the past year.
  • Three out of every four people who search for something nearby using their smartphone end up visiting a store within a day, and 28 percent of those searches result in a purchase.

Google is always looking to deliver the most relevant results to their searchers, and the new AdWords features fall right in line. With the role mobile plays in consumers’ lives, it only makes sense to redesign search ads to align with what Google calls “a mobile-first world.” Let’s look at the upcoming changes.

 

Bid Adjustments for Each Device

This update provides advertisers the ability to set individual bids based on device type. Specifically mobile, desktop and tablet. Today, advertisers have to set desktop bids before setting individual bid adjustments for mobile devices. With the redesign, each device can have separate bids or be dependent on each other. It allows advertisers to anchor bids based on the device most valuable to their business and then adjust the bids for the other devices. Overall, advertisers will have more control over their spend approach and will be able to make more precise optimizations.

 

Expanded Text Ads

Expanded text ads feature more ad space for a longer headline, a longer URL line and more copy. Advertisers will have the opportunity to showcase more information about their products and services. In early tests, Google said some advertisers reported increases in click-thru rates of up to 20 percent compared to current ads. Google created the chart below to outline the changes.

Google update-image1-expanded text ads

 

Here is a side-by-side look. As you can see, advertisers have more space to highlight their offerings across desktop and mobile devices. Consumers will have access to more information before clicking/tapping, resulting in more qualified traffic for advertisers.

Google update-image2-desktop mobile example

 

Local Search Ads on Google Maps

As listed in the stats above, consumers are using digital to interact with physical business locations. To provide consumers the most relevant search experience and drive more traffic to businesses with a physical location, Google introduced Local Ads on Google Maps.

What are the key features?

  • Promoted Pins - A purple “promoted pin” will appear on the map with a corresponding ad at the top of the Local Finder. Ad targeting will be based on queries and context signals such as location, demographics, browsing history, similar users, time of day, interests and behaviors.
  • Revamped Local Business Pages - A new look that will allow advertisers to highlight an in-store promotion and share product inventory.

Learn more about these features and how you can prepare for promoted pins.

 

Responsive Display Ads

Google will be able to dynamically create responsive display ads. All advertisers have to do is provide Google a URL, headline, description and image. Ads will run on sites and apps across the Google Display Network and include native ad inventory. You will no longer have to supply skyscraper, leaderboard, square, rectangle and other specific sizes. These responsive ads will automatically resize based on where the ad is served.

Google update-image3-responsive display ads

Google is expected to roll out all these changes later this year. We will continue to bring you updates as we learn more. Reach out to us if you have any questions. As a certified Google partner, we can help you navigate through these new features so you can continue to drive qualified traffic through your paid search campaigns.
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carolinaCarolina Erke is a Senior Marketing Communication Specialist at Marquette Group with top notch communication skills and a strong background in planning and executing marketing automation methods. She plays a vital role in communicating a national corporate message to thousands of business owners across the country and is responsible for developing collateral material and coordinating trade shows.

Looking for more information on digital advertising solutions? Follow Marquette Group on Twitterconnect with us on LinkedIn or subscribe to our blog here.

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