Google recently announced the company’s plans to use mobile-focused technology to drive business growth in a digital world where now, more than half of all web traffic comes from smart phones and tablets. The announcements were made at Google’s annual Performance Summit, where executives also talked about and demonstrated the major enhancements to Search, Display, AdWords and Analytics platforms that will position Google to better serve advertisers and users in the coming year. Here’s an overview of advertising features that will soon be available to you.
Expanded Text Ads for Search
Later this year Google will make Expanded Text Ads available to all advertisers. This will expand available ad text by 50%. Longer text ads are more useful to mobile users, especially for users looking for information about a hotel or restaurant. By extending the character limit for headlines and description lines, advertisers have the opportunity to provide users with the best possible first impression in mobile search, enticing them to tap the link and visit your website. Thus, longer headlines are more likely to deliver relevant users to your site.
Local Search Ads
In the near future, ads based on local intent can appear across local Google.com search and Google Maps, helping advertisers to connect with users searching for a physical business location. Hotels and restaurants using location extensions will be able to promote their location with promoted pins when users search on mobile for things like “hotels near me” or “restaurants near me.” On Maps, this means branded pins and promotional text, and a great opportunity to increase walk-in foot traffic and conversions.
Similar Audiences in Search
With Similar Audiences in Search, an expansion of Google’s existing display product, it’s now possible to identify and market to online users showing similar interest in your hotel or restaurant as users in your existing remarketing lists. By using powerful data to match online search behaviors, you can expand the reach of your remarketing campaigns and attract valuable users to your site with little effort.
Demographic Targeting for Search
Google will release this segmentation tool to all advertisers this year. You’ll be able to target your bids based on the demographics of the online users most likely to be interested in your restaurant or hotel. Initially, gender and age will be available segments, but sources claim it likely for additional targeting groups to be announced later this year.
Display Ads on Mobile
It is now possible to provide Google with a headline, ad copy and image; which Google will use to automatically create responsive display ads that adjust to any site or app on the Google Display Network. The ads have a native-like appearance on the GDN, providing a better impression of your ad for users. In addition, this change opens up the opportunity for your ads to be present at nearly any moment across a magnitude websites and not limited by device.
Google has extended its reach for remarketing campaigns beyond its own Display Network. Your ads now have the opportunity to appear on sites within an addition 20-30 networks. This expansion represents the ability for advertisers to access a much larger ad exchange inventory (meaning more available sites to show ads on) with the same precision as before.
In the coming months advertisers will be able to set separate bid adjustments for mobile, desktop and tablet. Your campaign may be more effective on one device over another, so having the flexibility to bid by device gives you the chance to focus your spend on the device that yields the best return. For example, restaurants and hotels with a high level of foot traffic may want to focus bids on mobile. Once you establish which device is most valuable, you can then set bid adjustments for other devices important to your campaign.
Changes to the AdWords interface will include a redesigned dashboard that will make it easier for Vizergy specialists to sort through data most important to clients.
As a Google certified partner, exclusive insights, betas, and tools are provided to Vizergy straight from Google in order to meet specific goals and market demands. These insights and tools include the latest paid search and display optimization methods, new platforms and products for our clients, and access to exclusive beta product trials and whitelisted products and upgrades direct from Google.In addition to the insights and tools, we have a dedicated Google strategist to educate our team on upcoming products, best practices, and more.
If you’re looking to generate revenue from digital advertising, we can help. Contact us today.
Contributors: Whitney Simms, Corporate Marketing Coordinator, Vizergy and Nicole VanNienwenhove, Team Lead, Paid Search, Vizergy