- Oct 28, 2015
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Over the last several years, Google has changed the way they build and design their products because, as their Senior Vice President of Ads & Commerce, Sridhar Ramaswamy, notes: mobile has changed everything.
2016 has been a big year already for Google announcements. In late February, they announced that the right-rail ads would be removed. Yesterday’s Google Performance Summit brought forth another announcement: more new changes to AdWords.
Here’s what you’ll see:
Local Search Ads
Google.com and their popular mapping service, Google Maps, will now display brand logos directly on the map, as opposed to alongside it. The new feature will also allow advertisers to display in-store promotion and available inventory within the local business page inside of Google Maps. 1 in 4 people* avoid making a store trip when looking for a particular item because they don’t know if said item is in stock. Local inventory information will be available on business pages, designed to increase foot traffic to the store.
These new features will help marketers drive online traffic and foot traffic with location related searches by appealing to the “Want to Go” and “Want to Know” micro-moments at once– and all from within Google Maps.
Conversion Management: Online to In-Store
Yesterday they announced their plan to expand the store visit tracking feature that debuted two years ago. Since it’s debut, Google has measured 1 billion+ store visits from AdWords ads globally*. Just as they are connecting the dots screen to screen with responsive display ads, they will now be connecting the dots from search to showroom. Moving forward, Google will be able to look at phone location history to track search to showroom conversions. Additionally, they’re currently exploring ways to use beacon signals to improve existing location data.
Expanded Characters & Headlines for Text Ads
Text ads introduce you to customers, and first impressions are lasting ones. Google’s research shows that ads with longer headlines are more useful– and, therefore, create a more lasting impression. The next new feature brings expanded number of characters in the description line (80 characters) and allows 50% more ad text. Early testing shows an increase in CTR of over 20% compared to current text ads*.
Responsive Ads for Display
These new display ads adapt to the screen in which they’re being viewed. And the best part? Google creates these for you, and then determine the best ad format for where the ad is being served. All businesses need to provide is a URL, headline, description and image.
Device Bidding
3 out of 4 people who search on mobile visit that day, and 28% turn into a purchase*. As user behavior evolved to become primarily mobile-facing, it became a challenge for marketers to scale bids to mobile when they are tied to desktop. Google’s new change allows marketers to put your base keyword to the device most beneficial to your business, then set individual bid adjustments to connect the dots across screens– mobile, desktop and tablet.
Google’s new features are sure to make a big impact for marketers and businesses alike. PureCars will continue to monitor these changes and the way they impact automotive in the coming months. Stay tuned for further updates!
See the original post on PureCars.com.
*All statistics are from the Google Performance Summit presentation, 2015.
2016 has been a big year already for Google announcements. In late February, they announced that the right-rail ads would be removed. Yesterday’s Google Performance Summit brought forth another announcement: more new changes to AdWords.
Here’s what you’ll see:
Local Search Ads
Google.com and their popular mapping service, Google Maps, will now display brand logos directly on the map, as opposed to alongside it. The new feature will also allow advertisers to display in-store promotion and available inventory within the local business page inside of Google Maps. 1 in 4 people* avoid making a store trip when looking for a particular item because they don’t know if said item is in stock. Local inventory information will be available on business pages, designed to increase foot traffic to the store.
These new features will help marketers drive online traffic and foot traffic with location related searches by appealing to the “Want to Go” and “Want to Know” micro-moments at once– and all from within Google Maps.
Conversion Management: Online to In-Store
Yesterday they announced their plan to expand the store visit tracking feature that debuted two years ago. Since it’s debut, Google has measured 1 billion+ store visits from AdWords ads globally*. Just as they are connecting the dots screen to screen with responsive display ads, they will now be connecting the dots from search to showroom. Moving forward, Google will be able to look at phone location history to track search to showroom conversions. Additionally, they’re currently exploring ways to use beacon signals to improve existing location data.
Expanded Characters & Headlines for Text Ads
Text ads introduce you to customers, and first impressions are lasting ones. Google’s research shows that ads with longer headlines are more useful– and, therefore, create a more lasting impression. The next new feature brings expanded number of characters in the description line (80 characters) and allows 50% more ad text. Early testing shows an increase in CTR of over 20% compared to current text ads*.
Responsive Ads for Display
These new display ads adapt to the screen in which they’re being viewed. And the best part? Google creates these for you, and then determine the best ad format for where the ad is being served. All businesses need to provide is a URL, headline, description and image.
Device Bidding
3 out of 4 people who search on mobile visit that day, and 28% turn into a purchase*. As user behavior evolved to become primarily mobile-facing, it became a challenge for marketers to scale bids to mobile when they are tied to desktop. Google’s new change allows marketers to put your base keyword to the device most beneficial to your business, then set individual bid adjustments to connect the dots across screens– mobile, desktop and tablet.
Google’s new features are sure to make a big impact for marketers and businesses alike. PureCars will continue to monitor these changes and the way they impact automotive in the coming months. Stay tuned for further updates!
See the original post on PureCars.com.
*All statistics are from the Google Performance Summit presentation, 2015.
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