Google have announced major updates to AdWords. These could have major implications for click-through-rates on PPC ads and provide new options for ad placements across the Google platform.
Google have announced a number of major updates to AdWords, the search giant’s advertising platform. These could have major implications for click-through-rates on PPC ads as well as providing additional options for placements of ads throughout the Google platform. As has been the trend for Google, there is a strong emphasis on mobile as more people spend the majority of their browsing time on phones and tablets. These changes, first announced at the Google Performance Summit, have already started rolling out, with the rest set to follow in coming months.
Expanded AdWords text
AdWords has been redesigned to meet the needs of the modern search marketer with the increase in characters made available. This is something of a revolution for PPC and there is now more room to get key messaging across. The new ads feature two 30-character headlines and 80-characters for a description. This is an increase over the current 25-character headline and pair of 35-character description lines. With more characters to play with, it’s vital to ensure that the quality score remains high. These newly expanded ads are available on both mobile and desktop and, with so much text on a mobile screen, should result in a huge increase in click-through and conversion rates.
Changes to bid adjustments
Changes to bid adjustments will allow Ad Managers to change how they bid on different devices. Currently advertisers set a bid for desktop devices and mobile bids are set as a multiplier of this bid. The new system separates these processes so that mobile, tablet and desktop bids can be made independently - providing far more flexibility and fixing the current weakness in tablet conversions.
Responsive Display Advertising
Google is making it far easier to create display ads. All that you will need to provide is an image, a URL and description and these will be built automatically. The ads will be fully responsive and will adapt to fit around the content on a particular website. This means you no longer have to worry about setting up your display ads in any kind of format as Google will choose the best format for the ad based on the website.
New opportunities in Google Maps
Google Maps has more than a billion users worldwide but, until now, has remained relatively free of advertising. Now Google has unveiled new types of ads in order to help convert users within the platform. These will take the form of promotional pins, which will hone in on a user’s destination and provide offers within the vicinity, showing the deal on the map with a branded pin. Users will also be able to browse ads on the side of their maps which show local deals.
Is your business ready for these changes? Get in touch with our Google Adwords certified experts at Only Digital and find out how they can help!