{"id":2545,"date":"2019-09-08T08:21:38","date_gmt":"2019-09-08T08:21:38","guid":{"rendered":"http:\/\/helpingmerchants.com\/?p=2545"},"modified":"2024-01-06T08:43:47","modified_gmt":"2024-01-06T15:43:47","slug":"5-game-changers-to-adwords-news-from-google-performance-summit-2016","status":"publish","type":"post","link":"https:\/\/helpingmerchants.com\/5-game-changers-to-adwords-news-from-google-performance-summit-2016\/","title":{"rendered":"5 Game Changers to AdWords \u2013 News From Google Performance Summit 2016"},"content":{"rendered":"

Spring fatigue is even more overwhelming when it comes hand in hand with Google\u2019s annual changes and updates. Have you noticed how the kick ass search engine kicks in, every new season, by sending in a new man in town? That man is never fooling around\u2026<\/p>\n

Before you call me crazy, remember 2013? It was the year they introduced us to the Enhanced Campaigns. Little did we know, at the time, that it was just one of the many steps towards providing a wide range of mobile and desktop campaigns, with different ad types and a dazzling amount of ad features.<\/p>\n

2016 respects\u00a0Googles\u00a0tradition, announcing not one, but\u00a0five big changes that will enhance the way we craft our paid ads<\/b>. As if grasping the best practices of pay per click ads wasn\u2019t intimidating enough, from now on we will have even more tools to get confused about. The good news, however, is that if you get these ones right, you have a\u00a0serious chance to get ahead of your competitors<\/em>.<\/p>\n

No really, you will.<\/p>\n

You just need to understand these changes presented at\u00a0the recent Google Performance Summit.<\/p>\n

Of course, you will also need to put them into practice,\u00a0whether from your internal digital marketing team, or a dream team Pay-Per-Click (PPC) team like we offer.<\/p>\n

Enough already ?<\/p>\n

 <\/p>\n

1.<\/b>\u00a0Google Maps\u2019 Roads Will Be Paved With Local Search Ads<\/b><\/h1>\n

 <\/p>\n

\"\"<\/p>\n

Long story short, they are\u00a0introducing local search ads right into Google Maps<\/b>. And they call it the \u201cnext generation\u201d in terms of local search ads since users are going to bump into these nasty little ads pretty much everywhere: across Google.com, on the mobile and desktop versions of Google Maps, on the dedicated Google Maps app \u2013 I did say everywhere, right?<\/p>\n

These new ads will indicate on the map surface not just the brand logo, but also a link to the offer itself. Here\u2019s an example of how these ads are supposed to look:<\/p>\n

\"\"<\/p>\n

Notice how clear the logo of the advertised business shows on the map. And once you click on it, you will\u2026 navigate towards a mobile ad like this one:<\/p>\n

\"\"<\/p>\n

Wondering why the heck did they decided to serve up ads in\u00a0Google Maps? Well, perhaps it\u2019s because of the 1.5 billion destinations that people reach annually through this app\u2026<\/p>\n

Alternatively, because location-related searches make the subject of almost a third of all the mobile searches.<\/p>\n

Or because users\u2019 inquiries in terms of location searches have been skyrocketing, growing with 50% faster than any other online searches.<\/p>\n

As a society we\u00a0are either becoming more and more disoriented from all the medicinal marijuana, or we\u2019re\u00a0all beginning to make so much money we can afford to travel a lot more \u2013 whatever the reason,\u00a0people are using Google Maps more and more<\/b>.<\/p>\n

How could Google have\u00a0ignored these strong signals?<\/p>\n

How could you ignore the chance of having your business advertised in the very place where people look for directions?<\/b><\/p>\n

Now hold your breath for a moment because there is more than meets the eye about these map ads. Actually, it is rather what meets the pin, because\u00a0the promotion pins will make the next new ad format<\/b>.<\/p>\n

If you make a search by yourself, you will notice how you have the pin on the map and the full details of the promotion right underneath the map. As if all these were not enough, they are adding\u00a0two extra perks inside the Maps:<\/b><\/p>\n

    \n
  • advertisers will now have the option to highlight their in-store promotions;<\/li>\n
  • users will be able to search local inventory.<\/li>\n<\/ul>\n

    Not sure what this means? Here is an example:<\/p>\n

    \"\"<\/p>\n

    Can you picture your business advertised on Google maps? You like what you see, right?<\/p>\n

    Well, before you get too excited and need to change your underwear, you may need to take a few Adword courses at the local community college. This adds a host of new metrics to laser targeting your ad, and\u00a0Google takes more than the queries into account<\/b>. Personal browsing history, time of day, similar users, behaviors and interests will also play the game and decide the faith of your ad display.<\/p>\n

    2.<\/b>\u00a0Text Ads Will Be Put Under Scrutiny From Now On<\/b><\/h1>\n

    \"\"<\/p>\n

    Since February, those right side ads from the desktop search results mysteriously disappeared. Looking to shape a more unified experience across all devices, Google is now tweaking the format of text ads.<\/p>\n

    In a nutshell,\u00a0they will stop being so stingy about the length of a headline, but also about its size<\/b>.\u00a0Text ads will get more characters (30 instead of 25) and more lines (2 instead of 1).<\/b><\/p>\n

    That old saying \u201cthe bigger, the better\u201d seems to work wonders in here as well, since this small change of\u2026 size increased the CTR with up to 25% during the early testing.<\/p>\n

    Now here is what putting under scrutiny looks like:<\/p>\n

    \"\"<\/p>\n

    Do I need to spell it out? Yes, this is a huge change. Smartphone screens will take even more advantage of this enhancement. And Google increases the stake by announcing that\u00a0users will be able to choose between a single description line of 80 characters and two description lines of 35 characters each<\/b>.<\/p>\n

    Even the display URL will be automatically extracted, allowing you to add in one or two paths afterward, and enhance your display URL.<\/p>\n

    To sum up, from now on you will have the chance to make your text ads stand up even more.\u00a0Either you do it right away, or your competitors will do it first<\/strong>. And you don\u2019t want to stay in their shadow with your tiny, wittle baby ads. ?<\/p>\n

    3.<\/b>\u00a0You Won\u2019t Need A Fortune Teller To Measure In-Store Conversions Anymore<\/b><\/h1>\n

    Ever try determining how many people who clicked on your ad eventually set foot in your brick and mortar store? It was easier going to Madam Ruby\u00a0than getting this answer, right? And just as accurate\u2026<\/p>\n

    The good news is that Google is now looking for better measurements on this chapter. And they have been doing it with over 1 billion store visits so far, for the last 2 years, still testing and counting.<\/p>\n

    How the heck are they going to know instead of guess or estimate? For one thing,\u00a0they will look at the user\u2019s phone location history and determine if that person who clicked your ad also ended up entering your store<\/b>. Pretty simple, right?<\/p>\n

    Hard to believe?<\/p>\n

    The guys from Nissan UK are more confident than you! Google cited them and indicated that 6% of those who clicked their ads also visited the closest dealership. That turned into a 25 times bigger ROI. It kind of makes you wanna believe that too, right?<\/p>\n

    4.<\/b>\u00a0The Stiff Old Ads Will Magically Become Responsive Display Ads<\/b><\/h1>\n

    \"\"<\/p>\n

    Does your team often feel the urge to punch you in the face? Hopefully, they won\u2019t anymore. At least not for your Google Ads, because the search engine will do the hard work of optimizing your ad formatting.<\/p>\n

    You will only have to provide the URL, the headline, the image and the description and they will make a responsive ad out of it.<\/b>\u00a0Depending on where they will display the ad, the right format will be automatically presented to the end-user. It almost looks like heaven, doesn\u2019t it?<\/p>\n

    Almost\u2026<\/p>\n

    5.<\/b>\u00a0Happy Bidding To Different Devices Will Soon Be More Than A Dream<\/b><\/h1>\n

    Now it\u2019s beginning to look a lot like heaven! Remember how complicated it was to set mobile bids as multipliers of the base desktop bids? And how annoying it was that tablet bids were thrown in the same place with the desktop bids, despite their low traffic?<\/p>\n

    From now on, you can forget all these since\u00a0you should be able to place individual bids for individual devices<\/b>. Mobile bids, tablet bids, desktop bids will be set up as desired.<\/p>\n

    Just don\u2019t get too excited and jump into the last two options when Google is making it clear that\u00a0mobile is the future<\/b>!<\/p>\n

    The giant engine scores trillions of searches every year and 50% of them come from mobile users. Google is following the trend, adjusting its updates to tailor the needs of these users and so should you.<\/p>\n

    Start considering all these, familiarize yourself with your new options and become an expert in promoting your business through AdWords while things are still stable.<\/p>\n

    Beginning with 2017, they already announced a change of design<\/b>\u00a0and who knows how moody or annoying the newly designed platform will. When the next big change will hit\u2026<\/p>\n

      \n
    • Will you be someone who still blabbers for the most productive ads?<\/li>\n<\/ul>\n

      OR<\/p>\n

        \n
      • Someone who already has all the aces up the sleeve?<\/li>\n<\/ul>\n

        It\u2019s your call<\/p>\n","protected":false},"excerpt":{"rendered":"

        Spring fatigue is even more overwhelming when it comes hand in hand with Google\u2019s annual changes and updates. Have you noticed how the kick ass search engine kicks in, every new season, by sending in a new man in town? That man is never fooling around\u2026 Before you call me crazy, remember 2013? It was […]<\/p>\n","protected":false},"author":2,"featured_media":2546,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-gradient":""}},"footnotes":""},"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/helpingmerchants.com\/wp-json\/wp\/v2\/posts\/2545"}],"collection":[{"href":"https:\/\/helpingmerchants.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/helpingmerchants.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/helpingmerchants.com\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/helpingmerchants.com\/wp-json\/wp\/v2\/comments?post=2545"}],"version-history":[{"count":1,"href":"https:\/\/helpingmerchants.com\/wp-json\/wp\/v2\/posts\/2545\/revisions"}],"predecessor-version":[{"id":11141,"href":"https:\/\/helpingmerchants.com\/wp-json\/wp\/v2\/posts\/2545\/revisions\/11141"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/helpingmerchants.com\/wp-json\/wp\/v2\/media\/2546"}],"wp:attachment":[{"href":"https:\/\/helpingmerchants.com\/wp-json\/wp\/v2\/media?parent=2545"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/helpingmerchants.com\/wp-json\/wp\/v2\/categories?post=2545"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/helpingmerchants.com\/wp-json\/wp\/v2\/tags?post=2545"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}