Google, leading the way yet again in technological innovation, continues to focus on making more concepts mobile friendly to gain a foothold on the consumer power present behind mobile applications and purchasing.
After all, what better way to welcome Spring other than learning of a new and cool list of mobile marketing opportunities from the edgy company?
Springtime announcements are becoming almost a tradition, mostly focused on mobile advancements. This time proves to be no different, as new changes to mobile platforms via Google are the center focus of upcoming innovative announcements from the company.
It’s nice to welcome the warm weather and outdoor activities with the knowledge that some neat new mobile features are coming to our fingertips courtesy of Google.
It’s mobile-first these past few years for the company, but Google’s innovative ability to adapt its features to be mobile friendly help give it an edge over others, who often lag behind the mobile changes introduced by Google.
So, what can we expect this year?
With a mobile-first emphasized evolution, the SERP appearance continues to modify itself for the mobile opportunity. Next on Google’s list is molding paid ads to fit into the mobile concept. Google’s major announcement this Spring rolled out the red carpet for some innovative AdWords mobile features.
Below are some of new changes, and what to expect.
Ads on Google Maps
Following is a list that covers the latest and greatest features coming to Google. So, you’ll be educated and prepared when AdWords starts shifting, and ready to pounce on the marketing opportunity.
Google’s going to be ramping up its ads on its Google Maps application. The updated version of Google Maps includes several more local search ads, which will be present in both the mobile and desktop versions.
Google.com itself will also display several more ads than it currently does. What’s nice for those marketing using Google AdWords is that brand logos, as well as company offers, will now be right on the map’s surface and much easier to see.
Plus, if customers click on the logo on the map, they’ll be taken to a local inventory ad format for the business. So not only will your ads be displayed on more apps, they will be much more clear for general marketing.
Doubling Headlines for Better Vision
If you are wondering, “Why Google Maps for more ads?” you are probably not alone. The answer comes from the sheer volume of users—more than a billion.
Within Google, searching for a location makes up about 33% of all the searches present on mobile devices. So Google will be using the location of the user to advertise about businesses that are near the customer while the customer searches for a destination and uses the map.
You’ve probably noticed there are no more right side appearances of Google AdWords.
The desire was to pull the appearance of Google together on all devices, rather than having anything seem broken up or offset. The text ads are now the next things set to evolve.
Headlines will increase to two 30 character headlines, replacing the current 25 character one headline version. Even better for advertisers using Google, Google found that this headline length brought up CTR by nearly a quarter.
There’s going to be an increase in the characters present in the description line as well. Right now, Google AdWords offers two 35-character description lines, which will increase to one 80-character line.
While five characters might not seem like much, the ads are certainly going to be bigger and more noticeable, which seems to promise much more clicks than the current version of Google AdWords
Monitoring In-Store Connections
AdWords brings the capability to measure the conversion from the customer that clicked on your ad in the mobile world to the person physically walking into your store. This prospect, although not completely new, will allow business owners to see how many people searched for your store, clicked on your ad, and then came to your store. While the feature exists, it is not standard, and Google plans to focus on making this capability general to all types of businesses.
Responsive Display Ads
If you are tired of making different ads for all the different formats in existence, you can breathe a sigh of relief. Google will allow you to create an ad that will adapt to the best format for you, depending on where it is being served. From there, all you will need to do is type in a URL, headline, description, and image, and Google will make that ad for you. So, you can kiss your ad headaches goodbye.
Device Bidding Updates
AdWords Bidding will become more user-friendly. You used to have to setup a desktop bid, and mobile bids could adjust the base bid. And if you had a tablet, you were stuck with the desktop version no matter what. Now, you’ll be able to set bids via mobile, desktop, or tablet freely, and if they become dependent it is based on your choice. You’ll have a lot more control over your bidding.
Google is one innovative company, and who can blame them? Their focus on mobile enhancement provides benefits for customers and advertisers alike, and many people are looking forward to the change.
As more people become more reliant on their mobile phones, the shift to mobile-centered features promises Google many happy and grateful consumers and advertisers.