Google continues to make changes to their AdWords platform in large part because it recognizes a few things.
- We are becoming an increasingly mobile society
- People want more information/content
- Not everyone consumes information the same way
What is Google Changing Now Scott?
Yes, Google makes changes on a regular basis. In fact they change their algorithm almost twice a day. As a Certified Google AdWords Partner in CT I have to stay up to date on the latest with Google AdWords. They require me to pass several tests once a year. To ensure that I am aware of the latest I have several resources that I check on a regular basis and I set up Google Alerts to track conversations on AdWords. I do all of this just to keep up with anything Google related because I want to be the best at what I do, and I want to provide the best possible solutions to my clients marketing and advertising needs.
Google made a splash a few months ago when they removed the right side ads and added a fourth ad result on the top of the Google Search Results Page. The only ads you will see on the right side now are shopping ads. Essentially if you do not place in the 1-4 position for ads then you’re not going to achieve your desired results.
Here’s What Else Is Changing in AdWords
Yesterday Google announced more changes coming to the AdWords platform. Here are four things to look for in the coming days and months.
- Google is attempting to make their AdWords platform simpler. One thing is certain, the Google AdWords platform can be overwhelming and has a huge adjustment period. Most people can’t afford to spend the time it takes to learn the platform and all of its intricacies. Some of taken to 3rd party platforms to assist with managing AdWords. Google recognizes that people have a hard time with the AdWords platform and is working on making it an easier system to use.
- Expanded Titles & Ad Copy. In a recent blog post I wrote for LinkedIn I talked about how Google, Facebook, Twitter, LinkedIn and Instagram are all encouraging content developers to create MORE content. Well AdWords was part of that. Google is expanding both the headlines and ad copy sections of text ads as follows:
- Instead of one 25 character headline you will have two 30 character headlines available later this year
- Instead of two 35 character description lines you will have one consolidated 80 character description line, also later this year.
- Mobile & Local. It has been almost exactly a year since mobilgeddon and there continues to be fallout since. Google has made updates to their mobile algorithm further penalizing non-mobile friendly sites. Further recognizing that more and more queries are taking place on mobile devices, and that 1/3 of all mobile searches are bases on location; Google will be introducing/enhancing local search ads across Google Search and Google Maps.
- Bidding Across Different Devices. Today you can adjust your bids for mobile versus desktop. In the near future you will be able to adjust bids based on the device. If you know that more of your audience is likely to be on an iPhone then you can increase your bid to reflect that.
These updates are pretty exciting. If you’ve ever experienced the pain of trying to right ad copy in 95 characters or less while trying to make sure it makes sense, catches the searchers attention and has a positive ROI then you know that every character counts. I have also come to recognize that not every business has a higher rate of mobile searches, or that some businesses have clients that prefer a certain device.
I’m a huge fan of small local businesses. These updates mean that small local businesses now have a better chance at success against their big corporate competitors.
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