There have been a lot of announcements coming from Google regarding AdWords this spring and summer but what’s really going on? Here’s a highlight of the new features that will affect your campaigns now.
1) Expanded Text Ads: Google’s new ads are now 47% bigger which means there’s more room for essential information and they’re performing way better than standard text ads are. Google rolled these out to appeal to the mobile users but they’re performing well in both mobile and desktop searches. Here’s how the new character limits break down:
- Headline: Going from one 25 character line to two 30 character headlines (FYI, Headline One is more important in generating clicks than Headline Two)
- Description line: Going from two 35 character lines to one consolidated 80 character line, take advantage of the new space
- Customizable URL paths – Your Display URL will be automatically updated from your final URL with options for you to pick relevant URL paths
According to Google’s blog: “The shift to mobile is no longer a change on the horizon. It’s here. Every year, there are trillions of searches on Google and over half of those searches happen on mobile. And across the millions of websites using Google Analytics today, we’re seeing more than half of all web traffic now coming from smartphones and tablets.” This is the main basis behind the first change to the ad text structure in 15+ years and you’d better jump on getting your ads updated. As I mentioned earlier, they’re performing way better and starting October 26th, 2016, AdWords will no longer support the creation or editing of standard text ads. Existing standard text ads will continue to serve (we don’t know how for sure how long they will be served) and new text ads generated after that date must use the expanded text ad format.
2) What else is new? Price Extensions for Mobile.
Google has a plethora of extensions for search ads and they greatly help to convert visitors as they offer the most relevant information a
user is looking for. We have always been a fan of location, sitelinks, reviews, and others and now mobile advertisers have the options to feature price extensions. The new options for price extensions are flexible and easily adjustable. Google says the new price extensions are:
Easily updated. Change your item names and description whenever you want, keeping them up-to-date for sales and special offers. And good news—you can edit your price extensions without resetting their performance statistics.
Flexible and customizable. You can add price extensions to an account, campaign, or ad group, depending on which ads you want them to show with. You can also specify the dates, days of the week, or times of day your price extensions are eligible to show.
Be sure that your extensions line up with your landing pages so when your mobile visitor clicks on the “Women’s haircut – shampoo and style – From $70” takes the visitor to the corresponding landing page. Since they already made the choice from the extension, leading them anywhere else would create a frustrating user experience.
Learn more about all the AdWords extension options.
3) Google Maps to Feature Local Search Ads & Promoted Pins
Google Maps is wildly popular and Google AdWords users are currently able to use location extensions to promote their businesses on
the desktop and mobile version of Google Maps. Users searching on the desktop version of Google Maps will see Google Maps ads in the Local Finder above all other map results, this time with purple ad labels. The map also will note these locations with purple pins. These “promoted pins” will make it easier for advertisers to advertise in-store promotions and users can check out what is available at their local store. These map ads may also feature a Call button, Directions button, store hours, and customer reviews.
Google Maps has over a billion users and it accounts for nearly a third of Google’s mobile traffic. To get your ads on Google Maps, login to your AdWords account, pick the campaign you want, click down to Location Extensions and look for Google My Business under your Account extension.When your Google My Business account is synced with AdWords, any text ad in your account is eligible to show your local business information. You can also set up filters to assign addresses to particular campaigns or ad groups. This syncing process gets tricky when you have different accounts for AdWords & Google My Business or if someone else manages one of your accounts, etc. For more information about how to sync your accounts and set up your Ads on Google Maps, check out this step-by-step instruction for Local Search Ads on Google Maps.
If you’re in the Minneapolis, St. Paul area and want more information about Google AdWords, we have classes coming up soon which you can check out here: demandquest.com/google-adwords. We also offer custom AdWords audits and training nationally and would be glad to help you get your AdWords campaigns performing better than ever.
All photos used from Google.