Google introduces new, mobile-focused AdWords format

By Lum Ka Kay May 25, 2016

Redesigned AdWords to help businesses thrive in mobile-first world
Nearly one-third of Google mobile searches are related to location

Google introduces new, mobile-focused AdWords format

GOOGLE Inc’s new AdWords format will be rolled out to business owners in stages beginning July, the company announced at its Performance Summit in San Diego, which was streamed live.

Its vice president of product management for AdWords, Jerry Dischler (pic above), said the rise of a mobile-first world made Google step back and rethink several fundamental things in AdWords.

“We’re changing the creative format. Earlier this year, we removed right-hand side ads (advertisements) on the desktop to improve the search experience and make it more consistent across all devices,” he said.

“This paved the way for us to introduce the biggest change to our text ads since AdWords launched 15 years ago,” he told a media briefing in Kuala Lumpur recently.

According to Dischler, the new expanded text ads in AdWords provide more ad space so marketers can showcase more information about their products and services before the click.

“Advertisers will have more creative freedom, control and better results – we expect a 20% increase in click-through rates based on this new format,” he declared.

“These upgrades help your ads work harder across screens, especially for on-the-go mobile consumers who want to know exactly what you offer before tapping into your website,” he added.

Dischler said that AdWords has also enhanced its bidding to make it “work better in a mobile-first world.”

“Marketers need more control and flexibility to optimise bids on specific devices. Soon, they will be able to set individual bid adjustments for each device type – mobile, desktop or tablet.

“This lets them [marketers] anchor their base keyword bid to the device most valuable to their business, and then set bid adjustments for each of the other devices,” he added.

Ad display options on Google Maps

The company also announced that there will soon be new options to display ads on Google Maps.

Claiming that over a billion people use Google Maps to figure out where to go and that nearly one-third of all mobile searches on Google are related to location, Dischler said it was important to converge mobile with location.

“Through local search ads on Google Maps, advertisers using location extensions will be able to prominently showcase their business locations when consumers search for things like ‘shoe store’ or ‘car repair near me,’ ” he said, adding that these new ad options are however still in the testing phase.

Google is also investing in experience customisation for businesses on Google Maps that are geared towards encouraging physical store visits.

“We’re experimenting with a variety of ad formats on Maps that make it easier for users to find businesses as they navigate the world around them,” said Dischler.

“For instance, Map users may start to see promoted pins for nearby coffeeshops, gas stations or lunch spots along their driving route.

“Local business pages are also getting a brand new look – we’re adding features like special offers and the ability to browse product inventory, to encourage consumers to explore their stores before they even arrive,” he added.

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