AdWords Goes Mobile: Upcoming Changes to Mobile Paid Search Ads
Every year, hundreds of millions of people log onto Google to perform a search function—this number of searches equates to just over 2 trillion annually. To put this into perspective, here is what 2 trillion looks like spelled out: 2,000,000,000,000. That’s a big number, right? Now take into account that more than 60% of Google searches happen on mobile devices, and you have A LOT of traffic being pushed in places that have been slow to optimize. To account for this, Google has come out with six AdWords updates to make the mobile experience more interactive and responsive for users.
- Expandable Text Ads
Expandable text ads are probably the most exciting, and according to Google, this update is the “biggest update to our ad creative since we introduced AdWords more than 15 years ago.” Expandable text ads have changed their ads from one title of 25 characters and two descriptions of 35 characters each, to two headlines of 30 characters each and a description of 80 characters.
In doing this, they have increased the font 50% compared to the standard text ad; this font enlargement has made it easier to read and navigate on a mobile device. This update has already been put into effect, but won’t be mandated until January 13, 2017. After that, standard text ads will no longer be able to be changed or edited.
Until then, this is the time to try out new headlines or test out new copy and see what type of messaging resonates the most with your target audience. It most recommended to change your ad copy for each ad group and tailor your ad to your headline and vice versa. By doing it this way, you won’t lose relevance with the extra characters now offered.
- Responsive Display Ads
Since more than half of all Google searches are on a mobile device, Google’s new responsive display ads adjust to any screen they’re displayed on, whether you’re browsing on a tablet or a smartphone. All you have to provide is a 25 or 90-character headline with a 90-character description, an image and an URL. Google will create a responsive ad that will be able to be displayed across the entire Google network.
- Device Bidding
Device Bidding allows you to bid on keywords and ads based on if the ad is being displayed on a desktop, tablet or smartphone. By doing this, you can set goal CPAs for each device and optimize toward your best performing device. This segments your ad groups so you can know if a specific device outperforms another device on a specific keyword and you can bid higher or lower relative to the device.
- Cross Device Conversions
According to Google, 60% of Internet users and 80% of millennial internet users will start shopping on one device, and later finish the purchase from a second device. Up until now, there has been no way to track that conversion. This update will be automatically added September 6th into the conversions column on AdWords campaign dashboard. Early tests of this addition have shown up to a 16% increase in conversions.
- Local Inventory Ads
With the local inventory ad extension, consumers can now browse retail items right in their Google search ad. This extension first launched with retailers like Ikea and Macy’s. It brings in knowledge from the retailer’s panel and the consumer’s Google Maps location marker to indicate which retailer is the closest and if they have the item the consumer is looking for. Once the consumer clicks on the extension, they can search through the Google platform for the exact item they need. This knowledge will be shared back with the company and is a paid service through Google.
- Price Extension in Text Ads
On July 18th 2016, a new extension was added to Google mobile text ads. With this extension, consumers are able to see the prices of various products within the Google mobile text ad. It is located under the name of the company and will include a name, a product and the price. In the AdWords dashboard, you will be able to add this extension. In addition to the price, companies can also advertise various products on sale with start and end dates. Currently this is only offered in English on mobile devices when the ad is in the first position.
Google is constantly coming out with updates and improvements to make the consumer experience better and more relevant to all operators and users. With more than 2 trillion searches per year worldwide, it is important for companies and advertisers to know how to best interact with their audience, while also getting the best ROI possible.