Google AdWords Is Evolving: 5 AdWords Developments for the Mobile-First World

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Soo Young Kim, Google's Head of Marketing for Get Your Business Online
Soo Young Kim, Google's Head of Marketing for Get Your Business Online
Soo Young Kim, Google’s Head of Marketing for Get Your Business Online

Google AdWords is probably one of the first and most well known advertising platforms that many small businesses have used. While TV, Radio, Newspaper advertisements and other platforms are not “do it yourself” – Google Adwords has almost from the beginning enabled any small business owner, with a small budget, to click, buy and have their message spread all over the Internet.

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I asked Soo Young Kim, Google’s Head of Marketing, Get Your Business Online, gives us an update on how Google has evolved for a mobile first world.
When people want to know, do, go, or buy, they turn to their smartphones in their moment of need. Every year, there are trillions of searches on Google and over half of those searches happen on mobile. And mobile is the new local guide. 30% of all mobile searches are related to location. Whether it’s finding a nearby hardware store or hunting down a late-night eatery, mobile connects people with the world around them. It’s imperative that businesses are there for their customers in these moments.

At the Google Performance Summit, where we unveil new updates to our AdWords and Analytics platforms, we announced ways we have redesigned AdWords for this mobile-first world. Last year alone, our search and advertising tools drove $165 billion of economic activity for over 1 million businesses, website publishers, and nonprofits across the U.S alone. These tools have an incredible impact on businesses from the largest Fortune 500 company to your favorite mom-and-pop shop. Here are 5 AdWords developments small businesses need to know about:

(1) New local search ads across Search and Maps

Nearly a third of all mobile searches are related to location. To help advertisers reach customers searching for business locations, we introduced local search ads across and Google Maps, on both the desktop and mobile versions of the site as well as the app. Businesses using location extensions in AdWords can display their business location more prominently when consumers search for things like “dentist” or “car repair shop near me” while on their mobile phones.

(2) Branded, customized experiences for businesses on Google Maps

We are testing new local ad formats that will allow your business to strengthen your brand presence in Maps. These ad formats will also make it easier for your customers to find local businesses as they navigate on Google Maps. For example, Maps users may start seeing experiments like logos on Maps or promoted pins for gas stations or restaurants along their driving route. Local businesses pages are also getting a fresh look so customers can explore your store, special offers, and product inventory – before they arrive.

(3) Expanded text ads to help your ads work harder across screens

New expanded text ads are evolving to be optimized for smartphone screens. With more ad space, businesses can provide more information for the on-the-go mobile customer who wants to know what you offer before tapping through to your website. And this will be available for both mobile and desktop.

Expanded text ads in AdWords will offer a more prominent headline with two 30-character headlines versus one 25-character headline. They will also allow for longer descriptions. Instead of two 35-character description lines, you can have one consolidated 80-character description line.

This gives you the chance to showcase more unique details about your business, like if you are family-owned or only source from local purveyors.

(4) Responsive ads for display, designed to adapt to various screens

With responsive display ads, it will be easier to access inventory for the different formats available on the Google Display Network. These ads will automatically adapt to the diverse content, shapes and sizes of the more than two million publisher sites and apps on the Google Display Network. You can just provide headlines, a description, an image, and a URL, and AdWords will create beautiful ads for you that looks good on every device and site.

(5) More control and flexibility for bidding on AdWords

In today’s mobile-first world you increasingly need more control and flexibility to optimize bids on different devices. Currently, advertisers set mobile bids as a multiplier of the base bid for desktop.

Later this year, you will be able to set individual bid adjustments for each device type – mobile, desktop and tablet – separately and optimize with greater precision, while keeping it simple to reach customers across devices. We also announced a wider range to adjust bids – up to +900%, offering even more flexibility.

Look out for these updates, coming soon. And that’s not all. We gave a sneak peak of the new AdWords Interface, coming in 2017. AdWords is continuing to evolve to work harder for you in this mobile-first world.

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Ramon Ray, founder and editor Smart Hustle Magazine. Entrepreneur, best selling author and global keynote speaker.