Over the next several months you will see some major changes to Adwords bidding formats. Changes are nothing new to Adwords advertisers. Google is always making changes to the advertising platform. However, at The 2016 Google Performance Summit, they announced some of the biggest changes ever. These new changes came on the heels of the removal of right-hand rail ads which is part of the larger focus on a mobile-first world. This is no surprise since more than half of the trillions of Google searches are done on mobile devices.
The major change advertisers will see is that they will soon be able to set bids for targeting ads by device type. This will mean that desktop bids no longer have to be grouped with bids and ads on tablet devices. In addition, advertisers will be able to focus more on mobile ads by targeting certain devices since you will be able to separate bids on desktop, tablet, and mobile devices.
If anything is clear from the direction that Google and Adwords are moving in, it is that mobile is here, not just “on the horizon”. The bid changes and mobile first features were not the only changes that Google has announced for Adwords. In addition to those major changes, you will also see these new features soon:
- Expanded Text Ads Feature: You will now have more room for details on your text ads to cater to the immediacy factor needed from consumers on mobile.
- Local Search Ads for Google and Google Maps: This will allow local advertisers to appear at the top of the Google Maps search results. This gives you the ability to cater the ad text for those local searchers and communities.
- Responsive Display Ads: This means that you will only need to provide image, URL, headline, and logo and Google will configure those elements optimally for the space available.
- Adwords Redesign: Google will be testing and launching a new and more user friendly interface that is especially geared towards individual advertisers who can often get confused or have a hard time finding things in the current interface especially if it is something you aren’t doing on a daily basis.
In summary, Google is really committed to making Adwords better for advertisers. They want to help advertisers reach consumers on whatever device or platform they are using in a very customised way that speaks to the consumers. Both advertisers and consumers (as well as Google) all benefit from targeted, customised ads that consumers want to see based on their search actions. These new features will make things better and more efficient for advertisers as well as returning a positive search result experience for users. Are you looking forward to these changes?