On May 24th, during the Google Performance Summit 2016, Google Ads and Analytics innovations were unveiled.
The giant outlined a new “mobile-first” solution to provide a more enjoyable user experience, but also new tools for marketers who need to adapt to this new reality. Some of these changes will affect their work in a major way, making their job easier, but also providing a greater flexibility.
1. More Ad Content
Following the removal of vertical ads on the search engine last February, Google has finally decided to increase the number of characters allowed in text ads on all platforms.
This change aims to provide users with more information about products and services. However, Sridhar Ramaswamy, Vice President of Advertising and Commerce at Google, found that adding 50% of text increased the CTR by 20%. (Advertisers are the real winners here)
The release date has not yet been confirmed, however, Google suggests advertisers can expect it shortly.
2. Optimized Display Ads
Currently, when creating an Ad Display, seven different image formats must be provided, which can easily complicate A / B testing.
After the update, only one version of text and image will be needed, letting Google handle the rest! Ads will then be responsive with a much more appealing design.
3. Individual Adjustment of Auction
Great news at the conference: it will be possible to bid separately from one platform to another, including tablet, making AdWords campaigns much more accurate. Marketers will benefit from this innovation, not only adjusting their bid according to the time of day, but also according to the most used terminal by potential customers.
4. New Audience Targeting for the Search Network
Google offers two types of Ad networks: Google Search Network (text ads on the search engine) and Google Display Network (textual or visual ads on collaborators’ sites).
Previously, targeting an audience based on age and sex was only available on Display. Now, the demographic targeting setting (DFSAs) is integrated on Search too.
In addition, the “similar audiences” functionality will also be adapted from the first network to the other so you can configure new audiences based on similar profiles: your ads will be shown to people whose interests are similar to those of an existing audience.
In other words, creating audiences has becoming way easier!
5. Local Research Highlighted on Google Maps
Knowing that 30% of mobile searches are localized and that the terminology “near me” has gone up, Google has decided to develop a new feature for Google Maps: the “Promoted Pins”. Managers will be able to put more emphasis on their business, but also make their inventory known to users nearby.
In addition, Google is pushing more and more its investigations on consumer purchasing behaviour when conducting research online and then buying in store. The “store visits” feature was launched two years ago in order to track phone calls, in-store purchases and mobile conversions. This feature, however, was reserved for certain companies. Google will now expand its service and eventually make it available to smaller businesses.
6. New Interface for AdWords
By the end of 2017, AdWords will have a new interface: sleek, material-design-based and also much more user-friendly. The goal is to create a flexible platform, focused not on the product, but on the user’s needs, so goals can be achieved more easily. This news comes as a breath of fresh air, since no update had been made on the interface since 2008; a logical choice that goes with the new mobile app launched in January.
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