Last Updated on May 13, 2021
AdWords at Google I/O 2016
Mobile has changed everything. For a number of years people have been talking about when mobile will change things but, according to Sridar Ramaswamy SVP of Ads and Commerce when talking at the recent Google Ads & Analytics Innovations Keynote at Google IO, it already has. Let’s review the big announcements at the latest Googlefest.Download "How to Create A High-Performing AdWords Account" eBook »
This is a Mobile World
Because of our enchantment with everything mobile, Google took a deep look at their AdWords and Analytics systems and interface; they rebuilt them for what they are calling a ‘mobile-first world’. Consumers are searching differently; Google calls this phenomenon micro-moments, something they have been talking about for over a year. Micro-moments are those light bulb moments when you think of something, pick up your phone, and Google it. You’re just about to go out on the weekend, you quickly google the weather. You’re about to leave the office, you check the traffic. Your favorite noise-cancelling earphones broke. You Google a replacement and place an order for new ones with next-day delivery.
These micro-moments are transforming how Google responds to searches which affects advertisers. At Google I/O upcoming Analytics and AdWords interface changes were revealed. For those of us working in those interfaces every day, we eagerly await these improvements.
A Monopoly of Searches
The Google Display network reaches more than 90% of all internet users through two million publisher websites and apps, resulting in over five hundred billion interactions! So if Google makes a small change to it, big waves are felt around the world.
You’re most likely well aware of the big Search Engine Results Page (SERP) formatting change unveiled in late February. Right side ads were removed from search results. The reasoning? Matching the desktop search experience to mirror what mobile users see. Another consequence… there is fierce competition for an advertiser to get their ad to appear at the top of the page. More competition = more revenue for Google.
Character Expansion for Ads
Other changes that have been made to search have revolved around what users want before clicking. Google looked into user behavior and found that longer headlines generally result in more clicks. Specifically, they found that longer headlines, in some tests, resulted in a 20% increase in clicks. As a result Google announced the ad character limits will go up to 80 characters, providing 50% more ad text.
Moving on to Display, Google made changes here too. In Display Google found that the biggest problem was creating attractive visual ads. It seems that companies without a designer have either been making unattractive adverts for the display network, or not making them at all. This is something Google wants to fix to reduce barriers to spending advertising dollars. By making the process of designing ads easier for anyone to do, small businesses can start their ad campaigns more easily.
What’s Else Happened to AdWords At Google IO?
Those are the cosmetic changes to AdWords that you’ll be seeing rolled out soon. Stay tuned and see what they’re working on under the hood. We’re hoping that the bidding process is streamlined and they add a way to customize dashboards (e.g., organizing columns) that you can apply across multiple accounts. What’s on your wish list?
Photo credit – Top: John Tregoning