Big Google AdWords Changes to Come.


Tuesday's GPS 2016 (Google Performance Summit) announced big changes for AdWords advertisers. From making the mobile play, to releasing responsive Google-built mobile display ads, we'll provide a brief overview all of the changes to bring you up to speed.

Device Bidding Options

Tuesday, Google announced that there will be significant changes coming to bidding within AdWords. These changes will separate desktop and tablet bids, and allow advertisers to focus on mobile and set separate bid adjustments for mobile, desktop and tablet. This will also come with an increase to your adjusted bid amount, now allowing you to set to +900%. Advertisers will now be able to set bid adjustments for all device types by the range of -100% to +900%.

ETA (Expanded Text Ads)

There were also changes announced to Google's text ads that will provide advertisers with additional real estate when writing ad copy. Currently, advertisers have one 25-character headline, and two 35-character description lines. Once these new changes roll out, advertisers will have two 30-character headlines and one 80-character description to play with.

Ads on Google Maps

According to Google, people visit 1.5 billion destinations everyday, so why not let advertisers capitalize on that? You will now be able to advertise on Google Maps with a branded pin, as well as offering in-store deals and highly relevant promotions. Your local inventory information is pulled from your PLA spreadsheet, uploaded to the Google Merchant Centre. It is believed that Google will determine whether or not your products or services or relevant to a searcher, based on user context signals, browsing history, interests, time of day and behaviours. (similar to how the Google Display Network works).

New Mobile Display Image Ads & Advanced Targeting

Google has also announced their plans to roll out new responsive ads for mobile display that automatically resize and adjust to the look and feel of the content, to take advantage of publishers' native ad inventory. As advertiser, all you have to do is provide a headline, a description, a URL, image, and Google does the rest, by building the ads dynamically.

There will also be changes coming to Google's Remarketing Lists for search ads. RLSA's allow advertisers to only show search ads to those who have visited their website. This can be very powerful, resulting in 3x the engagement rates and 3x the conversion rates. The down side is that these lists can be smaller, leaving out anyone who hasn't already visited your website. To address this problem, Google will roll out 'Similar Audiences' to the RLSA lists. This will automatically add people to your remarketing list who haven't yet visited your website, but probably would benefit from doing so.

In Conclusion

You can expect to see these changes start to roll out within 90 days, potentially sooner. A few of the features are already in BETA, so be one of the first adopters, and you're sure to see some advantages.