Armed with big statistics, last night (or yesterday morning depending on your location), Google confirmed the reasoning behind planned changes to their AdWords platforms.
A shift in focus to continue to adapt to the growth of mobile search, the Performance Summit showcased the new AdWords interface, which will be rolled out in 2017, and announced exciting new changes to paid ads.
Speakers explained studies showed an increase in mobile searches, and that location related mobile searches are growing 50% faster than mobile searching overall, creating a ‘new front door’ for the brands surrounding us.
Big changes to the ads you already know
Google are known for making significant changes to existing products, so it comes as no surprise that they announced changes to text and display ads. In fact, they’re planning on increasing the character limit so you can add 50% more text to your ads.
They’re also planning on helping you out with your display advertising, by creating the ad for you! All you need to do is provide an image, URL, and text.
Advertisers will also be able to market smarter, with an AdWords that enables bid adjustments for tablets, allowing for more focus on advertising on the devices your customers are using.
Leveraging the popularity of Google Maps for smartphones, you can now expect to see Promoted Pins within the year.
Incorporating the concept of Micro-Moments, where consumers quickly use their smartphones to find information, get an update, or search for something nearby, promoted pins will allow businesses to build their presence in a local online search. Allowing businesses to show latest offers and special deals, and the address of your business, Promoted Pins push local advertising to the next level.
The Summit also saw the introduction of an improved Analytics product, Google Analytics 360 Suite, which aims to streamline reporting and advanced insights.
These Google AdWords and Analytics changes are likely to roll out in America over the next year, with an introduction to the UK planned for early 2017.
SpiderGroup is a technology specialist who offer PPC management for national and local search. For more information about how your business can benefit from advertising on Google, get in touch with a member of our team.