To help marketers succeed in a mobile-first world where over half of searches now happen on mobile, Google recently revamped AdWords with a mobile-first approach.
Expanded text ads
Google has expanded text ads to allow more characters in the headline and description. This allows marketers to add more information about their product or service and gives consumers a better idea of what the offering is before they click. The new expanded ads are optimised for the screen sizes of the most popular smartphones.
According to Google, early testers of the new ad format reported increases in clickthrough rates of up to 20% compared to the old text ad format.
Here are more details about the changes:
Individual bid adjustments
Google also announced that they will be giving marketers more control and flexibility to optimise bids on specific devices. The changes will enable marketers to set individual bid adjustments for each device type - mobile, desktop and tablet within a single campaign.
This will allow marketers to base keyword bids on the device most valuable to their business and then set individual bid adjustments for each of the other devices. Rather than creating various campaigns optimised for each device, marketers can now create a single campaign that reaches consumers across all devices.
Although these changes have not yet come into effect, it’s worth starting to prepare now by writing expanded ad text so that you are ready to begin testing as soon as the new ad format is released.
If you have any questions about the changes to Google AdWords, get in touch with your Partner Manager today.