Google AdWords Changes

Is your life run by your smartphone?

Is it your lifeline and attached to your hip?

This is the same for most people and Google realised this so earlier in the year they announced they would be changing to put mobile first in their priorities; that change is here, it’s happened, it’s now.

The right hand paid adverts that used to be visable on desktop have now gone to follow that of the mobile community making it more consistent; putting these adverts top and bottom of the search results instead.

But this is just the start, with more and more people turning to their smartphones for those I want to know, I want to go, I want to do and I want to buy moments throughout the day, Google are evolving again with searches on mobiles.

Instead of accounting for mobile when designing for desktop they are now designing for mobile first, which means significant changes to the way ads will look and is the biggest change since AdWords launched 15 years ago.

Expanded text ads – this means you have more space so you can showcase more information about your products and services before the click.

Currently with an ad you have a 25 character headline, with two 35 character description lines, this will change later in the year to two 30 character headlines and one consolidated 80 character description line.

Display ads will be different too; they are becoming responsive, again because Google is now a mobile-first world. These ads will adapt to the content they are displayed in, all you have to do is supply the headline, description and image and a URL and Google will automatically design the responsive ads for you.

These changes are huge for you as an advertiser as you can now say more about your product/company/offer; it means your customer knows exactly what you offer before tapping into our website and you don’t have to mess around making sure you display ad looks how you want it to, Google will do it.

On top of all of this Google are extending their reach of Google Display Network remarketing campaigns by giving advertisers access to cross-exchange inventory, which includes more websites and apps around the world.

When it comes to bidding for your ads currently you set an amount that works across all platforms, you will soon be able to set individual bid adjustments for each device type, giving you more control and precision over your campaigns while keeping things simple with a single campaign that reaches consumers across devices.

The change doesn’t stop there; a third of mobile searches are related to location, so to help advertisers reach consumers searching for physical business locations Google are introducing new local search ads across Google.com and Google Maps. Advertisers using location extensions will be able to prominently showcase their business locations when someone searches for ‘website designer’ near me. On top of this Google is investing in more branded experiences for businesses on Goggle Maps – geared towards helping you increase store visits.

Currently being developed is promotion pins - when someone uses Google Maps they will see promoted pins for nearby coffee shops or supermarkets on the route they are taking.

New local search ads will appear on Google Maps, brand logos and offers will appear directly on the surface of the map for example if they search for electronics store, it will show the logo and the store offer on the map.

As you can see there is a lot happening with Google to improve the way adverts are shown. It’s more important than ever to build your business for mobile. Google’s building for this mobile-first world so you should to.

If you need help on how to set up AdWords campaigns or would like us to do it for you, please fill in the contact form below.

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