Google recently announced a number of changes coming to the AdWords platform, some of which are the largest we’ve seen in years!
The evolution of Google’s AdWords platform continues to accelerate at its already dizzying pace. The recently announced changes include entirely new updates as well as upgrades to the core elements of segmentation and campaign management.
Most of these changes are not yet implemented but will be available to a subset of advertisers as the new features are tested and rolled out over the coming months. The Search Guru is working with our representatives at Google to get access to these updates earlier than others (as we always do) for our clients’ accounts where applicable.
What this means for you (soon) – the 3 most important upcoming changes:
- Expanded Headlines
Google recently sliced off ads on the right-hand side of the search results pages. The primary stated reason for this change was to increase congruency between the desktop and mobile experiences.
For the same reason, Google will soon be rolling out a new text ad format which includes an additional headline of 25 characters, and will combine the current two 35 character description lines into one slightly longer 80 character line.
This is the biggest change to the core AdWords text ads ever!
- Tablet Bidding is Back
A couple of years ago, AdWords upgraded to ‘enhanced campaigns’ which unpopularly removed the ability to create separate campaigns to target only Desktop, Tablet and/or Mobile, opting instead for device-level bid modifiers.
Though this functionality is not coming back, Google is reviving the ability to define a bid modifier for Tablets (currently you can only do so for Mobile phones).
In addition, you will able to choose which device is the ‘default’ bid and which will be modifier – i.e. we will be able to choose a mobile-first campaign as the default and have it apply desktop and tablet bid modifiers secondarily. Currently, desktop campaigns are the default.
- Attribution Models Advance
Attribution has continued to become a larger buzzword in the digital marketing industry over the last couple of years. Attribution is how your different digital marketing elements are given credit toward a conversion. Historically, the default model has been the ‘last click’ model – the last channel / element that drove the conversion is given all of the credit.
However, as online actions, research, considerations and purchases have evolved from single touch to multi-touch and now to multi-device touch, last-click has quickly become a very outdated way of looking at your sales funnels.
Google Analytics has long provided the ability to view your data according to different attribution models, but soon AdWords will also gain this ability. Moving forward, AdWords can permanently alter your attribution model and therefore, we will better be able to optimize for conversions. This will be a game changer, without a doubt!
As we stated, none of these features are fully launched yet and there are no firm launch dates. However, Google is beginning to roll out these updates to select advertisers and we have made all of the necessary arrangements to acquire the functionality as soon as it becomes available.
We are looking forward to continued AdWords excitement in 2016 and beyond!