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New Updates to Google Ads from the Google Performance Summit

Over half of the trillions of searches Google gets a year are on mobile. Now, Google is telling us their big plans for how advertising will serve the mobile-first world we live in.

From expanded text ads to new “Promoted Pins” for local vendors, we learned of some huge upcoming changes to Google advertising from the Google Performance Summit.

The changes to Google ads are going to be BIG. So big, you’ll need assistance from SEO Inc., an award-winning SEO company with over 19 years in the business.

Here’s what you have to look forward to.

Get More Control and Flexibility from Your Ads

For the first time in the history of Google ads, you’ll be able to set bid adjustments for mobile, desktop, and tablet. “This lets you anchor your base keyword bid to the device most valuable to your business and then set bid adjustments for each of the other devices,” says Google in their blog post. Also new, you will be able to adjust bids up to +900%.

Ungrouping desktop and tablet bidding offers you more control over your ads, as you can set bids for the devices separately instead of together. Them being together has skewed many advertisers’ understanding of how their ads were performing, and we’re glad Google will finally do something about it.

An upcoming update to Google ads will split bid adjustments for mobile, tablet, and desktop up to +900%.

“Promoted Pins” Put Local Businesses on the Map

Google Maps, that is. Google says “nearly one third of all mobile searches are related to location.” To help businesses unite the physical and digital worlds, Google will release several new ad features.

“Promoted pins” or “promoted locations” will show up on Maps, showing branded, customized business pages for nearby businesses. Google states that promoted pins will make local businesses easier to find and help increase in-store visits.

Like the local finder ads Google added earlier this month, promoted pins will be an effective, if competitive, way to get your business in front of people looking for the products and services you sell.

Google ads changes will also include "promoted pins," which can show up in search results on Maps.

In addition to a visual overhaul, local business pages will have more useful features for users like special offers and promotions as well as being able to search the store’s inventory. This will make searching for the right product much easier, not to mention seeing if what users want is in stock.

Show More with Expanded Text AdWords Ads

Google will give you more space to write compelling copy that will entice users to click your ads. The ads will be optimized for “screen sizes of the most popular smartphones” and will have the following features:

  • More prominent headlines – Two 30-character headlines, up from one 25-character
  • Longer description line – A single consolidated 80-character description block, up from two 35-character lines
  • Relevant display URL – Domain automatically extracted from URL, then customized; changed from manual entry, which could sometimes lead to inconsistencies and ad disapproval by Google

Google ads will increase the amount of readable text so users can make more informed clicks.

Months ago, Google removed the side ads from the right of the search results to make desktop more consistent with the look of mobile. Like that, the new ads will offer a better user experience, helping users know what they’re getting if they click through.

Early testing has already revealed a 20% increase in clickthrough rates compared to the old text ads. Are these good changes for Google ads? It sure seems that way.

Big Google Ads Changes are On Their Way

So the big question is: when will all these changes arrive?

Google says it’s good to start planning now before they roll out “later this year.” For that, you’ll need some professional help.

Contact SEO Inc., and we’ll optimize your ads to ensure your business’s success. Call us now before the updates get here and change the way you run your ads.

About Eric Seal

Eric SealEric has written copy for hundreds of blog posts, press releases, and website pages across a wide range of industries, from upscale luggage vendors and industrial warehouse equipment to luxury international hotels. His ability to write engaging content while maintaining a client’s brand and voice has made him a valuable member of the SEO Inc. team. Eric holds a BA in Literature and Writing from Cal State University San Marcos.