Yesterday at Google’s annual event geared towards AdWords and Google Analytics customers, several major announcements were made. This should come as no surprise, as those familiar with the event are no stranger to Google unveiling new designs, updates, and changes. With 2 trillion searches a year, Google seems to be doing everything right. At yesterday’s Performance Summit numerous changes to AdWords and Google Analytics were announced, many of which are aimed at new “mobile first” support. Throughout the day several different changes rolled out, including the following:
- AdWords will now enable a mobile-first bidding system
- We will soon see expanded text ads on all devices
- Referencing the fact that ‘a third of mobile searches are local’, Google will introduce ‘Promoted Pins’ to maps
- AdWords is getting a completely new look
- You can now speak in your ‘natural language’ and get analytics reports
- Google AdWords to break up tablet & desktop and enable a mobile base bid
These are just a couple of the highlights from today’s event. As you can see, many of the changes are geared towards mobile users, which is yet another reason why it is absolutely imperative that your website is mobile-friendly. In today’s tech-centric society, more people than ever have smartphones and use them throughout the day. In order to be seen and draw in new business, you must pay attention to cultural trends and make sure your website caters to the mobile user. With this in mind, let’s go over a few of the highlights from yesterday’s Google Performance Summit and how they pertain to business owners.
AdWords and Analytics Rebuild for the Mobile User
Perhaps the biggest takeaway from the Performance Summit is the importance of the mobile user. Google announced that their vision for both AdWords and Analytics will eventually be 100 percent rebuilt for a ‘mobile-first world’. Several of the changes they announced were aimed at advertisers and are expected to provide digital marketers with more insight into bidding in AdWords for smartphones, tablets, and desktop computers.
With more than half of all global website traffic coming from smartphones and tablets, Google knows how important it is to change and provide flexibility in both AdWords and Analytics. They also announced that these updates will provide advertisers with additional space in text ads in order to give consumers more information about a business before clicking on the ad and proceeding ahead. In the past, advertisers get one 25-character headline and two 35-character description lines. With the update, ads will feature two 30-character headlines and one 80-character description line. Early tests indicate that advertisers have already seen a 20 percent increase in click rates in comparison to the old format.
Finally, AdWords will now include location-based targeting. While Google Maps already allows for search extension, yesterday’s update announced that advertisers can now take advantage of more location data, which means they can implement more direct advertising campaigns. With this, a new feature, ‘Promoted Pins’, will appear in the main Google Maps view and is yet another aspect of the search engine’s mobile location strategy.
For more information on these new updates and more, contact Frisco’s leading digital marketing agency, Tech-Critic. We will help ensure your website is mobile friendly and that you are capitalizing on the new AdWords and Analytics features as effectively as possible.