Over the past few months Google has been launching a wack load of new updates for Google AdWords. Some you may have noticed, some you may not, but Google is promising these changes can help increase clicks and conversions for their customers, while in the end helping to improve the overall user experience across multiple devices.
1. Expanded Text Ads
This is the biggest update that Google has announced. Advertisers are now allowed to have more content within their advertisements. Not only does this increase the clickable surface on your advertisement, but it allows you to have more space to encourage potential customers to click on your ads.
Like most new things this needs to be tested in order to determine what will work for your business. Depending on your industry, some businesses might find that incorporate sale prices helps to drive in sales, where as some might use the extra space to add more features about the service.
These new expanded ads are going to be the new norm as of January 31, 2017, so start testing now to get a better idea as to what is going to work for your business.
2. Local Inventory
With over 1/3 of all mobile searches being locally based, Google has made some updates to the Google Maps platform. This update will allow searches to browse through the inventory of their local store based on what they have searched for. For example, if you were looking for an iPhone case at Best Buy, you would be shown a search like below:
This now gives users the ability to browse through desired products much quicker and ensure the location has exactly what they are looking for. In today’s day and age users expect their search to be met with the least resistance, meaning, the fewest steps needed to obtain what they are searching for. This update gives them exactly that, they search for the product want and they are served with products that meet their search and a local store they can purchase it from.
3. Store Visit Conversions
“Nearly ⅓ of all mobile searches are related to location” Google. Our smartphones have created a new bridge between online and offline in new ways that have never before been capable. With today’s users everyone wants things that are close to them at that moment.
Google will soon be releasing the ability to track users that have clicked on an advertisements and then physically went to visit that location.
However, this is only be available to businesses with over 30 locations in a single AdWords account and receive “thousands” of clicks over a month. The reason behind this? Google needs substantial data in order to properly track this type of conversion.
4. Responsive Display Ads
Good job Google, we are impressed.
With an online world that is rapidly switching to favour mobile, and with so many variations of screen sizes this update only makes sense.
Now Google’s platform will automatically take your display ads and fit them according to the size of the device that is being used. This will help improve the overall look of the advertisements, in addition to improving the users experience when they view your ad.
The major benefit of this update to advertisers is that it will save you time. No longer do you need to spend hours creating mobile and desktop versions of your ads. You can create 1 ad which will serve across any device and screen size, with no additional work needed from you.