It’s been a busy few months in the world of AdWords, following a number of big feature announcements. The Google Performance Summit in May kicked off the season for major AdWords changes and the search giant continues to create headlines.
So here’s a round-up of all the key changes announced over the last few months. You can expect to see these coming to an AdWords campaign near you very soon.
Expanded Text Ads
Google’s text ads are about to get a whole lot bigger, thanks to Expanded Text Ads (ETAs). You’ll soon be able to have double headlines and longer descriptions in new, bigger ads.
Google says it has seen a major increase in CTRs during tests and we’re excited to see what happens when they roll out. It will be a gradual rollout, though, so keep your eyes peeled to see when you get access.
Responsive display ads
Text ads aren’t the only ones in line for a visual overhaul. Display ads are about to get a much-needed upgrade as they go responsive. This is a very big deal for consistency across device types but there’s more to the technology than adapting to screen size.
The display ad redesign will also make them fit better into content. The idea is to make them feel like a natural part of the page and certain design elements will even change to match different websites. It’s pretty cool.
Separate device bids – finally!
In what must be one of the most celebrated announcements Google has ever made, device bids are finally coming to AdWords. These will be completely independent device bids, meaning you can create separate campaigns for mobile, tablet and desktop – without any hacks. It just goes to prove Google does listen to advertisers, very occasionally.
Ads become a part of the Google Maps experience
Google has been gradually working ads into Google Maps for a while now. However, it’s about to seriously ramp up its efforts by integrating them with local search results.
There’s a new type of ad coming to the maps application, too. Promoted pins will allow local businesses to pay for a stamp that shows in Google Maps. It’s like turning your business into a major attraction or point of interest on the map. Google hasn’t said how it will implement these but it says clicked pins will display special offers and other incentives to attract store visits.
Travel and shopping via search
Google has also just announced new changes that will make it even easier to book flights, hotels and shop via Google Search. A series of filters will allow users to narrow their searches for hotels and flights to meet more specific needs.
The retail shopping experience is about to get more intuitive for users, too. Showcase Shopping ads will put you in a carousel of results at the top of the page:
These things barely feel like ads at all and the visual display removes all kinds of barriers to clicks. Google also says it’s experimenting with a premium version that will allow brands to customize how they appear on Google. It will be interesting to see what it comes up with.
So, as you can see, there is plenty going on behind the scenes at Google right now. AdWords alone is about to get a whole lot more exciting and you’ll have plenty of new features to experiment with soon.
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