Google Announces More Mobile-Focused Enhancements

May 26, 2016 Team DMS

GPS 2016, the annual Google Performance Summit focused on AdWords and Google Analytics, just wrapped up. During the keynote session, the Google team introduced exciting new products designed to help marketers succeed in today’s mobile-first world. Google has not yet announced a date for the launch of these changes, but we anticipate a roll out this summer.

Longer Text Ads

Earlier this year, in their first step toward consistency in design across devices, Google removed ads from the right-hand side of search engine results pages (SERPs). In the near future, they will be expanding text ads, allowing marketers to share more information about their products and services before the click occurs. The new ad format will increase visible text by 50%, providing space for two 30-character headlines and one consolidated 80-character description line. Early testing shows a 20% boost in click-through rates (CTRs) as a result of the expanded copy.

More prominent headlines: Two 30-character headlines will take the place of the current one 25-character headline.

Longer description line: A consolidated 80-character description line will replace the two 35-character description lines in the current layout.

Relevant display URL: With customization allowed, AdWords will automatically extract final URLs from the targeted domain to ensure accuracy. This will reduce the number of ads disapproved by eliminating the chance of mismatches between display and landing page URLs.

Individual Device Bids

The ability to set individual bid adjustments for each device type (mobile vs. desktop vs. tablet) is coming. Currently, desktop and tablet bids are lumped together, and marketers only have the option to set a mobile bid adjustment on the default desktop/tablet bid. This has been frustrating to the DMS Digital Agency paid search team, as well as to many other marketers who digest campaign data in search of optimization opportunities. For brands that perform poorly on tablets, there has been no way to adjust bids down. The added flexibility will allow us to make more precise optimizations for the devices that convert best for each client.

Responsive Display AdsResponsive Display Ads

Dynamic display ads that automatically adjust to the look and feel of page content are on their way, along with new native inventory across the Google Display Network. Advertisers will need only to provide headlines, a description, an image and a URL. Google will handle the rest.

Ads in Maps

Google stated that nearly one-third of all mobile searches are location-related. Advertisers using location extensions will soon be able to show local search ads across both Google.com and Google Maps. Google is experimenting with a variety of ad formats on Google Maps to make it easier for users to find nearby businesses without detracting from the navigational usability of Google Maps.

Google Maps on MobileA mobile-first mindset is vital to marketing success, and it’s great that Google is continuing to introduce new features to make it easier to customize the mobile experience for our clients’ target audiences. Because the expanded text ads will fill even more space on the SERP, making it more important than ever to show in the top spots, higher bids may be necessary. The capability to adjust bids by device will prevent these higher bids from going to waste on devices with lower performance.

The DMS paid search team is excited for these new changes to officially become available. We’ve already started planning for these changes so we can exploit them to the benefit of our clients’ campaigns the moment they launch.

Want to learn more about how DMS can leverage paid search to drive your marketing results? Click here to contact the DMS team.

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