Google AdWords: Mobile First World and AdWords Developments
Google is changing the way AdWords used to be with a brand new look, to bring it up to date with a multi-screen and mobile first world. The new layout will be easy to navigate as well as function better with all types of campaigns starting from search ads, display and remarketing without any sophistications for advertisers. Still waiting for a mobile-first world? Where everything happens on a mobile device from a search to purchase, then this is it, we are in a phase of the mobile-first world. Here is what Sridhar Ramaswamy, senior vice-president, Ads, and Commerce quotes about the mobile first world.
The shift to mobile is no longer a change on the horizon. It is here.
Google has more than trillions of searches happening every year and out of those more than 50% are happening on a mobile. Google Analytics used by millions of websites across the globe generates data that more than half of website traffic is generated from smartphones and tablets. With that sort of data in place, Google made changes to AdWords which helps the advertiser reach more of his mobile users with ease.
5 Developments made for Mobile First World
Expanded Text Ads (ETA) for better branding Adwords ads run with one 25 character headlines and two 35 character description lines as of now. However, this is extended to get more exposure to gain more potential. Right from now AdWords text ads will have two 30 character headlines and one 80 character description line. Previously the display URL needed to be entered manually, and any mistake between the destination URL and display URL could cause that ad to get disapproved. Right now display URL will be pulled directly from the landing page domain, but an advertiser will be able to make changes to URL path. Device Bid Adjustments for more control and flexibility for bidding on AdWords Currently, advertisers on AdWords can set a mobile bid as a multiplier of a base bid which is placed on desktop. However, with new changes to bidding on mobile, one could be able to set individual bid adjustments for each type of devices such as mobile, tablet and desktop separately. This gives the opportunity to optimize type device bids with high precision reaching a wider range of potential audiences across different devices. The range of bid adjustments was made higher up to 900% which offers more flexibility.
Responsive display ads designed to adapt to various screens Google display network has more than two million publisher websites and apps to place native and banner ads. Due to the increase in mobile browsing, display networks are a huge market to capture an audience.However, what about the mobile friendliness of ads? To solve this GDN comes up with a simple one-step process. Where an advertiser needs to provide best headlines, description, image and a URL and Google will generate a mobile responsive ad that fits all sizes of screens which also matches the look and feel of content they are viewing which increases engagement.
Local Search Ads with customized experiences for businesses on Google Search and Google Maps will show local results ads. Google is testing branded experiences on Maps which includes Promoted Pins. This pin shows customers a sponsored map pointing to a restaurant, spa, salon, etc., Google internal data states that 30% of the searches have local buying intent, and the numbers were doubled every year. The paid pins on Google Maps or searches with local intent is an excellent way to increase relevant brand experiences.
Measuring online-to-offline impact Google AdWords allow advertisers to measure online metrics with the great set of Google Analytic tools. When it comes to offline mode, it is not that accurate to measure performance. Google using beacon technology working on improving the relevancy of store location data and the data will be available within Adwords back office. The data includes how long a customer spends in a store, the place where he or she came from, and it also includes the customer ‘s physical location if they are inside a store. With the technology of Beacon, Google is combining the data from online and offline activities for an advertiser with a brick and mortar model while providing excellent, relevant experience for a customer.
6 New Features available on Adwords
Cross-Exchange Buying on GDN With Google’s Doubleclick advertisers can get hands on more networks. Similar to that, Google Display Network is expanding its network reach by adding additional publisher networks. This will give more opportunity to develop remarketing campaigns for an advertiser by providing access to other ad exchange platforms which are beyond Google as of now.
Similar Audiences in Search Google introduced audience targeting on search with RLSA and Customer Match last year. To make audience targeting more appropriate on search, Google is coming up with Similar Audiences. Similar Audience is a step closer to target audience just like Display network concept of lookalike audience to the search network. This targeting will be available in Q4 and would be a great option for advertisers.
Demographics targeting in Search Ads Demographic targeting will focus on Age and Gender, which can decrease the budget and increase the efficiency of search campaigns. This would be a more compelling audience segmentation opportunity which helps advertisers in optimizing both budget and targeting.
To Viewability and Beyond Active view on YouTube’s TrueView ads is here. To ensure that your ads are noticed and helping you to drive brand impact, Google is improving its viewability measurement. That is Active View technology, which contributes to determining whether an ad can be seen or not. With this Active View technology, it is easy and effortless to measure viewability.
AdWords Conversion Import for Salesforce If you are using Salesforce’s Sales Cloud to track leads or opportunities or for both, Now you can just import your offline conversions data from Salesforce’s Sales Cloud into Google AdWords. This will help you to understand and measure how your online advertising campaigns from AdWords investments are generating offline sales.
Shopping ads on image search Whether people are in search of new mobile, dress or a perfect pair of earrings on their smartphones, convert more with product images, as per survey by Google. Moreover, it is said that most of the people’s questions were “What is the price” and “Where can I buy that?” To solve that and make it simple Google Adwords introduced Shopping ads on image search. From now on, an advertiser can place product ads on Google Images while shoppers are browsing so that they can easily click to buy your product.