Google held a Google Ads & Analytics Innovations Keynote the other day, and while much of what they discussed is yet to come, it has us very excited about the future of AdWords. Below are the 4 key changes that are being made that have us the most excited.
Revisions to Text Ads
The focus of the keynote was to announce the upcoming features that Google is going to be introducing as part of its new mobile-first focus. As part of that focus, we see for the first time in my memory a major change to the content of text ads. You can see the changes to the ad format below.
|Upgraded Ad Components||Current||Available Later This Year|
|More Prominent Headlines||One 25-character headline||Two 30-character headlines|
|Longer Description Line||Two 35-character description lines||One consolidated 80-character description line|
|Relevant Display URL||Manually entered display URL. Any mismatch between your display, final, and landing page URLs will cause your ad to be disapproved.||Domain automatically extracted from your final URL to ensure accuracy. You can customize the URL path.|
Automatically Responsive Display Ads
Display ads will now be assembled similarly to text ads, in which you provide a title, description, image, and URL. Google will adjust the ads to fit screens of all sizes. This has the added benefit of creating ads that fit in more closely with the content surrounding the ad.
Google Maps Ads
Something that we’ve been clamoring about for years, Google will soon be allowing AdWords customers to create more branded and customized experiences for businesses on Google Maps.
More Flexibility in Bid Types
In the past we have had the ability to adjust bids up or down for mobile & tablet as a group. However, depending on your campaign, you will now be able to directly target a certain device type, and make adjustments to the others independently. This means that if you have an application that works best on tablets, you can target tablets directly. In reality, the power of this new functionality will be even greater than that example.
There were, of course, a number of other changes mentioned during the keynote. If you’d like, you can see the full video here.
So what do you think? Are there any features that have you excited? Let me know in the comments below!