Google has updated its AdWords service to add a few mobile-friendly features. One noteworthy update is the addition of expanded text ads, which grant search advertisers longer headlines to draw in customers. The existing text ads will continue to be available until Oct. 26. Other updated features include separate device bidding and responsive display ads for native inventory. Google started rolling out the features to marketers around the world on Tuesday.
What Brands Need To Do
Google has been making several efforts lately to improve its mobile ad products as it extended AMP support to ads and landing pages, launched “Showcase Shopping” ads that cater to mobile shoppers, and added new ad formats to its AMP pages. As Google continues down this path, brand marketers need to be mindful of new features and leverage them to deliver a better mobile ad experience. And since the standard text ads won’t go away until October, brands can use this window to run some A/B tests of standard and extended text ads to figure out the optimal length for their ad copy.
Source: Search Engine Land
Google has made some significant changes to its AdWords platform, beefing up its local search ad products. The search giant is bringing local search ads to Google Maps, allowing brands to surface their local search ads when a user searches for certain keywords in the Google Maps app or its web version. The company is also experimenting with a new ad unit called Promoted Pins (not to be confused with Pinterest’s ad product of the same name), which enables brands to put their logos on their store locations in Google Maps to make them easily identifiable among the generic map icons.
Besides these two major additions, Google also expanded the text preview of AdWords ads, enhanced ad image responsiveness, and tweaked its ad bidding process to allow advertisers to place bids for specific device types.
What Brands Need To Do
Altogether, these changes should make AdWords a more robust ad platform for brands. The two new additions to its local ads, in particular, should help retailers and quick-service restaurants drive more foot traffic to their stores. As Google remains a dominating force in the local search market, brands should be aware of the new products and changes Google unveils and take full advantage of them to reach consumers in moments that matter.
Read original article on: Wall Street Journal
As mobile search overtakes desktop in 10 global markets including the U.S. and Japan, Google saw a great opportunity to unveil its new image-based mobile ad formats that are built to stand out in search results. Designed to work with touches and swipes common on mobile devices, the redesigned ad formats would presumably work better on the smaller screens of mobile gadgets than keyword-based links and blurbs.
Moreover, the Mountain View-based company also launched three new ad units to target hotel brands, automakers, and retailers, and plans to leverage relevant data like hotel bookings and availability into the new ad formats. Considering Google’s dominance in the search market and the vast data it possesses, the company seems well positioned to race Facebook in mastering personalized ad targeting.
Read original story on: New York Times
Once again putting the vast amount of data it gathers to good use, Google has announced a plan to issue fashion trend reports biannually based on web searches. This move underscores the company’s bid for greater influence in the fashion ecommerce space. Such insights, for example, have allowed Google to begin consulting for major retailers including Calvin Klein, which use Google search data in fashion planning.
Read original story on: Business Insider
Back in early March, Google announced its decision to prioritize mobile-friendly websites in its mobile search results soon with a tweaked algorithm. Now that day has come, and any website without a mobile-ready version, which includes 44% of the Fortune 500 companies according to a TechCrunch survey, can expect to see their rankings plummet in Google’s search results on smartphones. This change, however, is only for organic listings and does not impact AdWords ads. If your site relies on organic search and has yet to develop a mobile version, now would be the time to make one.
In what has become a typical Google move, the company today released an emotionally powerful and applicable video showcasing the value of mobile search, and why it’s important for marketers. However, Google also recognizes that there aren’t enough tools for businesses to measure the effectiveness of their mobile campaigns, and so – on the same day that Yelp is releasing an estimate tool to calculate its effects on businesses – Google is releasing its own “Full Value of Mobile” calculator. It includes equations and benchmarks that provide important statistics regarding the effectiveness of a mobile campaign, and puts into context many of Google’s own mobile features that have been built out into the Android system and iOS apps. It will be especially helpful for smaller startups who might not be able to afford the powerful analytics tools that such a calculator may have previously required. It remains to be seen whether this will heavily promote mobile advertising, but at the least it seems as though Google is pushing for more attentiveness to this rapidly expanding advertising platform.
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