Google has come up with some new tools and advanced features to Adwords with the purpose of addressing the consumer shift towards mobile. It was during the Google Performance Summit that this news was revealed by Google. It includes responsive display ads, expanded description lines, customized bidding options, and pilot features for Google Maps which help advertisers to bring in more information about their businesses.
It is a fact that of the trillions of searches that are made on Google every year, majority happens on a mobile phone. Google made it clear that half of all web traffic comes from smartphones and tablets.
Take a look at some of the announcements that were made by Google during the Performance Summit.
Expanded Text Ads
In the month of February, Google removed right hand side ads on desktop to perk up consistency across devices. Subsequent to that, Google optimized its offerings based on the screen size of the smartphones.
Expectedly, at the end of this year, prominent headlines in Adwords will increase giving advertisers more room to define their products and services before the consumer clicks on the link.
Currently, if a manually entered display does not match with the final and landing page URLs, they are disapproved. Google made it clear that such upgrades will be relevant for advertisers who want to reach the on-the-go-mobile-consumer.
Based on the early testing, advertisers reported that there is an increase in click through rates of up to 20 percent compared to current text ads.
Responsive display ads
Nowadays, consumers are engaging with content from mobile sites, from video and from apps as well. But, for the marketers, there is always an ongoing challenge to create ads to fit across all the devices.
Responsive display ads-Google’s new tool, are designed to help advertisers create ads to counter diverse content, shapes and sizes across more than two million publisher sites and apps on Google display network.
This is really a smart move because advertisers will not have to resize display ads based on the site or device they showed up on. Description, headlines, an image and a URL will be enough for Google to automatically design the responsive ads.
The new tool will allow advertisers to access native inventory to engage consumers with ads that match well with the content they are already browsing.
Adwords will let advertisers set individual bid adjustments for each device type. Earlier, the method was more manual with each device entrenched into ad campaigns through Google’s enhanced campaign tool.
Advertisers will now be able to support a base keyword bid to the device, most valuable to a business and then start with setting bid adjustments for each of the other devices.
Connecting both online and offline with Mobile
According to a survey, location related mobile searches are growing 50 percent faster that the other mobile searches. Nearly one third of all mobile searches made on Google are related to location.
Ramaswamy says that that “It’s clear that consumers are moving seamlessly between online and offline experiences. So it is important to help marketers think this way too”
The search platform is introducing new local search ads across Google.com and Google maps to reach consumers as they look out for physical business locations.
New features on Google Maps will allow businesses to develop more branded and customized experiences.
Google is experimenting with a variety of ad formats on Maps to make it better for users to find businesses around them. A Map user could easily see promoted pins for nearby coffee shops along their driving route.
Local businesses can now include more detail about their businesses like special offers or product offerings. These offerings from Google Adwords reinforce the need for all businesses to understand the significance of mobile.
Consumers have already made this shift and businesses are trying it really hard to find out the progress. According to Ramaswamy, “As consumers live their lives online and blur the lines between online and offline, it’s more important than ever to build business for mobile.”