Probably the most noticeable changes Google plans to make to its AdWords platform over the next several months is the size of the ads themselves. The announcement, made this week at the AdWords Performance Summit in San Francisco was the first of many adjustments to the popular ad platform.
The simple change will likely have a profound effect for the better. Google says advertisers will be able to write longer headlines and include more characters in the ad description. In tests, they found more characters led to an increased click through rate of more than 20 percent. If you think about your ad spend in terms of Return on Investment (ROI), an increase of 20 percent could have major implications.
The change to the number of characters an ad can have is part of Google’s overall strategy to revamp arguably the world’s most effective online advertising platform. And while the ad size may be the most noticeable change to viewers, the biggest change to advertisers will be the decoupling of mobile and desktop bids.
Currently advertisers set a default bid for desktop. Once that is set, they can set variances for mobile and tablet, but those bids are still based on desktop. Coming soon, Google will allow advertisers to anchor their bids to whatever screen they want. Furthermore, they will allow for greater adjustments, up to 900 percent – for all device types.
Some good reading about Google’s announcements:
Google announces significant changes to AdWords bidding and text ads (Marketing Land) http://marketingland.com/google-adwords-device-bidding-text-ad-changes-178320
Major Google AdWords Changes Announced (Search Engine Journal) https://www.searchenginejournal.com/major-google-adwords-changes-announced-expanded-text-ads-new-local-search-ads/164622/
Google Lets Brands Bid Based on Device Type, Hailed a ‘Significant Move’ http://www.mediapost.com/publications/article/276684/google-lets-brands-bid-based-on-device-type-haile.html
Google AdWords Adjusting to a ‘Mobile-First World’ (Web Pro News) http://www.webpronews.com/google-adwords-adjusting-mobile-first-world-2016-05/
Other interesting announcements, which will be covered in subsequent blog posts, include ads on Google Maps via promoted pins (imagine seeing a pin for 10% off a nearby Starbucks on your way to Home Depot); cross exchange inventory for remarketing, which will give advertisers greater reach; and Similar Audiences for Search, which was described as a way to target users who haven’t yet visited your website but have searched for the terms that led other viewers to your website.