How Google AdWords is Approaching the Mobile-First World

By August 12, 2016Adwords
How Google AdWords is Approaching the Mobile-First World

Introducing Longer Titles And Descriptions In Google Adwords

Few other entities in the world understand the significance of the mobile-first push as Google, which is why the search engine giant recently announced significant changes to AdWords at its Google Performance Summit.

Among these changes are increasing ad titles (from 25 to 30 characters) and ad descriptions (from 35 to 80 characters).

Early tests of these larger sized ads report an average 20% improvement in click-through rates.

But that’s not all.

Google’s trying to do a better job of making ads match the look and feel of the content they’re browsing. By simply providing headlines, a description, an image, and a URL, Google will automatically design the responsive ads on behalf of the advertiser.

Yet Another Announcement From Google: Optimizing Bids For Specific Devices

Google’s new flexibility within AdWords to optimize bids for specific devices answers the question: What does bidding look like in a mobile-first world. Marketers need more control and flexibility when it comes to optimizing bids on the flurry of devices available out there. Over the next few months, advertisers will be able to set individual bid adjustments for each device type (including mobile, desktop, and tablet).

What this does is allow advertisers to anchor their base keyword bid to the device deemed as the most valuable to their business. They can then set bid adjustments for each of the other devices.

Advertisers will also have a wider range to adjust bids (up to +900%).

With these additional controls, Google’s anticipating that advertisers will have even greater precision while still retaining simplicity with a single campaign capable of reaching consumers across every type of device.

Ok Then, What’s The Game Plan?

While the mobile-first look of your ads will become automatic, bidding is another story.

These changes to your bidding process are still underway and may not be available to you as of yet; however, when they are, it’s vital that you incorporate them into your advertising strategy.

The question is how.

Operation ROI can help. We’ve been monitoring the latest findings from Google, and have used those findings to determine how best to incorporate updated strategies into our clients’ campaigns.

No two clients are alike. Industries. Niches. Marketplaces. Competition. Time of the year. All of these factor into how best to use Google’s mobile-first bidding approach. It can be a complicated process, but we’ll help get you there.

One thing we know for certain is, this is a mobile-first world, and Google is doing everything it can to reward advertisers who jump on that train. Our team can perform an audit on your entire advertising strategy to determine how well your mobile-first approach is performing. We’ll then offer revisions, changes, and additions to make sure you’re pleasing Google and, of course, your consumers.

Call us today at 1-888-277-5429 or by filling out our contact form to learn more.

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