The shift to mobile is no longer a change on the horizon, it’s here. In a groundbreaking blog post by Sridhar Ramaswamy, Google’s Senior Vice-President of Ads and Commerce, Google announced last week how it is going to “completely transform how we think and build AdWords.”
The changes begin with changes to text ads, including:
- More Prominent Headlines
- Longer Description Lines
- Customizable URLs
The following chart summarizes these changes:
According to Google, these upgrades will help ads work more effectively across screens, “especially for the on-the-go mobile consumer that wants to know exactly what you offer before “tapping into your website.”
Google also announced major improvements in the Google Display Network (GDN) making it easier to design mobile friendly ads and display them on the GDN. “The new ads will engage consumers by matching the look and feel of the content they’re browsing. Google claims that all advertisers have to do is “simply provide headlines, a description, an image, and a URL and Google will automatically design beautiful, responsive ads.” Google is also extending the reach of GDN remarketing campaigns by giving advertisers access to what they call “cross-exchange inventory,” which includes more websites and apps around the world.
In the next few months, advertisers will be able to set individual bid adjustments for each device type—mobile, desktop and tablet.
To help advertisers reach consumers searching for physical business locations, Google is introducing new local search ads across Google.com and Google Maps.Advertisers using location extensions will be able to prominently showcase their business locations when consumers search for things like “shoe store” or “car repair near me.”
Finally, Google is investing in more branded, customized experiences for businesses on Google Maps—geared towards helping retailers, services businesses and restaurants increase store visits. Google is currently experimenting with a variety of ad formats on Maps that make it easier for users to find businesses as they navigate the world around them. For example, Maps users may start to see promoted pins for nearby coffee shops, gas stations or lunch spots along their driving route. Local business pages are also getting a brand new look — to encourage consumers to explore a store before they arrive. Google is even adding new features like special offers and the ability to browse product inventory.