Bigger Adwords Ad Sizes Are Here
Consumer behavior is changing at a rapid pace. With more folks mobilizing their search efforts – literally – than ever before, Google has had to make some changes.
And changes, they are a ‘coming.
Later this year, Google will make search ads bigger…a lot bigger, in an effort to boost its search revenue. The way it stands now, search advertisers are allowed up to 25 characters for a headline and 70 characters for a description. With its latest changes, search advertisers will have up to 60 characters for a headline (split between two lines), and 80 characters for descriptions. So how big is this latest update? According to Sridhar Ramaswamy (head of Google’s Ads business), these updates are …
“… the biggest changes to our text ads since AdWords launched fifteen years ago.”
Beyond Sizes: More Changes Coming To Ads
Workflow: Google has plans to simply the workflow for businesses when creating display ads with images. What does this mean for you? As an advertiser, all you’ll need to do is provide headlines, a description, an image, and a URL. Google will design the ads on your behalf.
Location-based ads: Location-based ads will start showing up on Google now. For example, if a searcher types in “Auto mechanic”, or “Car repair near me”, local businesses will fill up the search results. Google will also be redesigning its local business pages, giving customers the ability to check out a store’s inventory and special offers.
Promoted pins: Google Maps customers will also likely start seeing promoted pins for such local businesses as coffee shops, gas stations and restaurants. For example, if you take a road trip from New Orleans to Tallahassee, and rely on Google Maps to get you there, promoted pins will start popping up as you near local businesses.
Why These Changes, Google?
Google isn’t a stranger to making huge changes that impact all of its users. They learned pretty early on that in order to stay ahead in the game, they need to adapt as needed.
These latest changes address the potential negative impact mobile search will have on the search engine’s ad revenue. eMarketer reports that Google’s ad revenue is forecasted to grow 9% this year, which is less than the 15% growth from 2015. Sure, mobile ads are growing fast, but advertisers are yet to pay as much for them as they are for desktop ads.
With these changes, Google’s hoping to improve the performance of its mobile ads, thus encouraging advertisers to see their worth.
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