Thanks to mobile technology and fast access to the internet, we’re becoming a ‘mobile-first’ world. For any search query, we can use our smart phones to get the answers. To cater for the increasing trend of mobile users, Google has been introducing multiple mobile friendly updates over the last year and now Google has redesigned their AdWords ads for mobile.
For the past fifteen years, AdWords has remained mostly the same. But Google has spent the last year redesigning and adapting how AdWords works to help marketers connect with customers on any device.
They introduced Universal App Campaigns. This gave marketers the opportunity to advertise Android apps across Google Search, Google Play, Youtube, etc. Google has said,
“To date, Universal App Campaigns has delivered more than 2 billion downloads for advertisers.”
This week Google has announced they are making even more changes to how you can advertise on Google.
Google have made changes to their text and display ads to help improve engagement with mobile users.
Google removed sidebar ads from their search pages. For desktop users, this was a bit of a shock but you can see the benefits for people searching on mobile devices. The way we search the web has to be mobile friendly. And Google is optimising the way it advertises to cater for the increasing number of mobile users in the world.
The main changes Google has made in their recent AdWords update are:
They have shared their current upgrades and revealed what they are going to do later in the year.
Google has said from early testing, some advertisers reported an increase of “clickthrough rates of up to 20%.”
Thanks to the new upgrades in AdWords, display ads will be responsive to all devices.
Adverts will now adapt to the site they are on so they will look like they are a part of the site rather than an obvious advert.
Google understands that marketers need more flexibility on bids for different devices. So, in the next few months, you will be able to make adjustments to your bids for each device.
Google will also be introducing new local ads on Google Search and Maps. You will be able to customise your ads depending on the searcher’s location.
We can see how Google is continuing to look at how it can benefit ‘micro-moments’: ‘want to go’, ‘want to buy,’ ‘want to do,’ and ‘want to know.’
Relevant local adverts will receive more benefits by being seen by people nearby. This is also a great way to control the cost of your AdWords spend.
We cannot deny we are becoming a mobile first world. People rely so much on mobile technology and this trend is only going to continue to grow.
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