What marketers need to know about Google's Performance Summit: (hint: mobile, mobile, mobile)
Over half of all searches are now on mobile, and Google has responded to this shift in consumer behaviour by expanding the means by which brands can advertise their wares on such devices with a ‘ground-up overhaul’ of its core AdWords product.
This includes the launch of a host of new products including: expanded text ad formats, responsive display ad units, the ability to adjust bids on impressions according to device as well as an expansion of the number of ways advertisers can showcase their wares on Google Maps.
The announcements were made today (24 May) at Google’s flagship Performance Summit, where Sridhar Ramaswamy, its senior vice president, ads and commerce, said the updates amounted to a complete transformation of its core advertising proposition, and also helped ‘marketers to bridge the digital and physical worlds’.
Expanded text ads for AdWords
The new ad units have been optimised for screen sizes of the most popular smartphones, and provide more ad space so brands can showcase product information before users click through (see chart below). Early tests show some advertisers have reported increases in clickthrough rates (CTR) of up to 20 per cent compared to current text ads.
Responsive ads for Google Display
The Google Display Network will now offer native ad units that can adapt to the diverse content across the two million-plus publisher sites and apps. Advertisers need only provide headlines, a description, image, plus URL to be served in their native ad units. Google will then automatically optimise the ads to be served accordingly (see image below). Google is also extending the reach of GDN remarketing campaigns by giving advertisers access to cross-exchange inventory, which includes more websites and apps around the world.
New local search ads on Google.com & Maps
The updates include new local search ads across Google.com and Google Maps. The updates also include more branded, customised experiences for businesses on Google Maps, with the core proposition being to help retailers bolster the number of in-store visits (see image below). This proposition is still in experimentation phase, with formats including: promoted pins for nearby businesses, a new look for local business pages, plus new features like special offers and the ability to browse product inventory.
AdWords bid adjustments for each device type
The next few months will see Google offer the ability to set individual bid adjustments for each device type (i.e. - mobile, desktop and tablet, etc.). This lets advertisers set their base keyword bid(s) to the device deemed most valuable to their business or campaign KPIs, and then set bid adjustments for each of the other devices.
Click here to hear more about the announcement at GPS2016