Google Adwords Changes 2016

Are You Ready for the Big Changes Coming to AdWords?

You have probably already got the picture that Google stands still for nobody and that change is the order of the day, virtually every day. To understand why, it can pay dividends to step back a few paces and look at the bigger picture. Ask yourself the question “What is Google all about?”

The answer is very simple. As a search engine Google is there to help you, and everyone else, find things. It could be information, images, products or services. The Internet rules our lives in a way few would have imagined just five years ago and advancements in modern technology are changing how we access the Internet, even how we use it.  Where five years ago we only accessed the internet via our PCs or laptops, today more of us use our Smartphones than any other device to access the Internet – the Internet has gone mobile.

Google is also going mobile, and that is good news for those of us on both sides of the Google fence. For those of us who use the Internet for ‘research’, life is becoming easier, while those of us who use the Internet to promote and sell products and services, this is also good news as we have virtually 24/7 access to potential customers as opposed to only when they are sat in front of a PC. On that note we have to take serious notice of announcements made regarding changes to AdWords which will be rolled out over the next few months.

Google Maps will see local search ads appear     

In short, new ads will appear within Google Maps, both on the app for mobile and desktop version, as well as across Instead of being located alongside a map, brand logos and offers will appear on the surface of the map.

So why have Google decided to concentrate on maps at the moment? Maybe it is because Google now has over 1 billion users, and data reveals that people visited 1.5 billion destinations as a result of a Google search. However, Google also noticed that location-based searches:

  • Represent approaching 35% of all mobile searches
  • Have increased 50% more quickly that general mobile searches over the last year

As a consequence of these changes, advertisers will be able to highlight an in-store promotion, while users can search local inventory. It should be noted though that any ads will appear based also on browsing history, similar users, time of day and also behavior patterns.

Ads with expanded text will get more characters and double headlines

With Google having eliminated right-hand-side ads from the Desktop SERP back in February in order to create a more unified cross-device experience, text ads are the next target for change. For a start, headlines are about to get much bigger with advertisers able to have two 30-character headline, a massive improvement from the original single line 25-character headline, in every sense. Google has established that the CTR rate for this larger ad is increased by up to 25%, while it is also known that adding an ad or call extension to ads for mobile text ads can increase CTRs by up to 12%.

In addition to the headline, the ad text will now increase to 80 characters in one single description as opposed to the dual 35-character descriptions.

As these ads will be on both mobiles and desktops, and will have a very noticeable effect, you are well advised to jump on this opportunity at the earliest chance to keep one step ahead of your competition. If you’re struggling to grasp the full consequences of this element of the changes, then do get in touch.

Impressive improvement to in-store conversion data

For local businesses, you know that people who click on your ad are driven in the direction of your business, but do you know how many. According to Google they have measured over 1 billion store visits over the last two years and now they are going to provide you with clearer data so more businesses can establish the level of in-store conversions. Remember that over 80% of people do online research on non-essential purchases and 90% of purchases will be made in stores. Even Nissan noticed that 6% of those who clicked on their ad went to the dealership, which increased ROI 25 times!

Responsive display ads

How cool is this? With new responsive display ads, you we can give Google the URL of your website, a headline description and image and Google will create a responsive display ad that will also be programmed to adapt to the content of the website the ad is on. Basically this takes out all the hassle of adapting ads to different formats, such as leaderboard, skyscraper, rectangle and square as Google will figure out the best layout. You are unlikely to see this happen immediately, but it is due to be rolled out later on this year.

Device bidding changes

With the move to a mobile-first campaign Google now recognize the flaws (which have often been complained about) with regard to the bidding process where ads for mobiles are concerned. Until now, if you want to advertise, you have to place a desktop bid and then subsequently set mobile bids based as a multiplier on the base bid, which came under the banner of Enhanced Campaigns. The bidding process is now being separated, which is great news. If you want to concentrate on a mobile advertising campaign, then there will be no need to bid for unnecessary desktop advertising. Sounds like your ROI for AdWords could now be improving.

What to do next

As you have likely discovered over the last couple of years, Google is evolving on an almost exponential basis, which means it is hard to keep up with continual amendments, whether it is to AdWords or Google search engine algorithms. It is possible to do this yourself, but it does require a fair amount of dedication and a lot of asking of questions. Now that LSG Creative, here in Bristol and specialists in SEO optimization, mobile-friendly website design and upgrading, and social marketing, is a Google Partner we have access to time-sensitive information through being kept fully in the loop with all new and expected updates.

Where our clients are concerned, this means we can help you stay one step ahead of your competitors which, in this dog-eat-dog commercial world, is vital for the success of your business. So, to find out more about the changes to AdWords, along with other Google-relevant changes, make sure you get in contact with us.


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