Google recently announced at the Performance Summit on May 24th that they “redesigned AdWords from the ground-up” and reconsidered how everything from bidding, measurement and overall workflow functioned. The redesign will allow marketers to have a better way of connecting the digital world and physical world. This shift is especially important since the mobile-friendly marketing era and the role our smartphones play in our daily lives is only increasing.
“With location-related mobile searches growing 50% faster than all mobile searches, it’s clear that consumers are moving seamlessly between online and offline experiences. So it’s important to help marketers think this way too,” according to Sridhar Ramaswamy, Senior Vice President of Google Ads and Commerce, in a Google Inside AdWords blog post.
One of the biggest changes marketers will see in the redesigned AdWords is the new expanded text ads. This adjustment will give marketers overall more space and give them the opportunity to display more information about a particular product or service before the consumer even clicks the ad.
“I am incredibly excited for these new changes Google announced,” Dan Grossman, a PPC Account Manager at Intertwine Interactive, said. “The extended headlines and description lines are going to be a major wake up for advertisers and agencies to totally revamp their creative. Since we have more room to work with, our messaging can get incredibly granular based on the goals we have for the client.”
Another adjustment Google is getting ready to make revolves around how marketers handle the bidding process.
“In the next few months, you’ll be able to set individual bid adjustments for each device type — mobile, desktop and tablet,” according to Ramaswamy.
Being able to set these individual bid adjustments will allow marketers to anchor the base keyword bid to a particular device that is proving to be the most valuable, as well as setting bid adjustments for other devices. This adjustment will allow for more flexibility for marketers to optimize specific devices.
Another way Google is trying to connect the digital world to the physical world is through promoted pins in Google Maps. These promoted pins will allow for a more customized experience for consumers when they are searching for a local product or service.
“We’re currently developing and experimenting with a variety of ad formats on Maps that make it easier for users to find businesses as they navigate the world around them,” said Ramaswamy. “For example, Maps users may start to see promoted pins for nearby coffee shops, gas stations or lunch spots along their driving route.”
These local business pages will also be able to display product inventory and special offers to interested consumers to draw them in to a particular location.
Out of all the recent adjustments to AdWords, Grossman says he is the most excited for the A/B testing.
“Trying out longer call to actions or being able to show a full product title in the description line could do wonders for click through and conversion rates, but we won’t know until actually testing it out,” Grossman said.
With all of the recent advancements in our mobile-friendly marketing era, and with new tools being created every day, it is important to make sure your businesses is benefiting from the advancements. In order to stay competitive, ensure that you are building your website, ads and setting your overall business goals to meet the expectations of the fast-paced consumers who want information and want it now.
Not sure where to start? Contact the Intertwine Interactive PPC team today!
Did you miss the live stream of the Google Performance Summit? Check out this video to learn more about the recent changes to Google Ads and Analytics.