With the continued increase in mobile usage and cross-device purchase behavior, Google announced today in their yearly summit, enhancements, and new features within the AdWords platform that target the consumer’s micro-moments while meeting the advertiser’s marketing objectives. New features such as device bid adjustment, expanded text ads, demographics for search, and enhanced local search ads were just a few that made this year’s highlights alongside a new platform look and feel. Below you will find the enhancements and new features that will be rolling out in 2016, as well as what this means to you an advertiser.
Mobile Bid Adjustments for Devices
With trillions of searches happening yearly and over half are done on smartphones and tablets, marketers will soon gain back control on bidding up or down on tablets as well as having a wider range of the bid adjustment. Advertisers will be able to bid up each device type by +900%, refining reach and gain further control of their campaigns.
Expanded Text Ads
Data has shown longer headlines in text ads do improve your click through rates and Google has confirmed this with the announcement of expanded text ads that will now feature a 30-character headline and 80-character description line. Marketers can look forward to improved CTRs with more relevant messaging around this 10-character addition.
Source: Google AdWords Blog
Demographics for Search Ads
As marketers, we are very excited to see Demographics for Search Ads move out of Beta and into mainstream targeting. Our clients have seen the benefits of being able to increase bids on target consumer ages and genders, as well as bid out non-converting age segments. This functionality will allow advertisers to gain precision control in their targeting options as it relates to search ads.
Customer Match Lists Membership Duration
The 180-day limit that was found within Customer Email Match Lists has been retired and the default automatically set to “No Expiration.” Advertisers can change the expiration window to days, but keep in mind the reduction to days could limit reach during peak holiday seasons. Customer Match functionality is currently available for use in Google Search, Gmail & YouTube.
Responsive Ad for Display
Google’s Programmatic offering is expanding its reach with “Cross exchange inventory expansion” in the Google Display Network (GDN) as well as new “native” inventory ad types. Marketers will be able to generate this ad type on the fly with four simple attributes: headline, description, image and URL, and Google’s platform will do the rest on building out “beautiful responsive ads.”
Source: Google AdWords Blog
Similar Audience Targeting for Search
With the recent success of Remarketing Lists for Search Ads (RLSAs). Google has announced that Similar Audience Targeting will soon be rolling out on search ads allowing advertisers to increase bids to these segments alongside their RLSA and/or general audience segments. Similar Audience targeting has seen success in reaching potential customers that are similar to a purchaser cookie pool as well as in Paid Social within Facebook.
Local Search Ads On Google Maps & Google.com
With the growing number of mobile queries, consumers are using their smartphones to find local stores, restaurants, venues, and more. Google reports that “nearly one-third of all mobile searches are related to location” and is growing 50 percent faster than overall mobile search queries. As part of today’s announcement, Google is introducing new local search ads as well as experimenting with new ad types such as “Promoted Pins” with the expansion of business pages where local inventory will be displayed. Google also eluded to new store metrics that are calculated with their “beacon signal” to help quantify the number of store visits driven from local searches.
A New Look & Feel for AdWords
Long awaited news! Google will be upgrading the platform look, feel, and experience in the next twelve months, with a preview unveiled at today’s summit. Here are a few of the design and functionality changes shown.
The Home page will be changing to highlight opportunities and key insights such as conversion by hour and day, alongside device & campaign performance.
Campaign creation flows will also be modified and structured around what the marketer is trying to achieve, helping ease the campaign development and creation flow.
Finally, targeting functionally, such as Location, Ad Schedule, and Devices, will be surfaced outside their current home in “Settings” and moved into the navigation. Advertisers will have the opportunity, throughout the year, to opt into the new layout and provide feedback before it rolls out globally to all advertisers in 2017.
Google Ads & Analytics Innovations Keynote
Google AdWords Blog: