Google AdWords is an advertising service by Google for businesses wanting to display ads on Google and its advertising network. The AdWords program enables businesses to set a budget for advertising and only pay when people click the ads. The ad service is largely focused on keywords.
Latest Changes in Google AdWords:
Expanded Text Ads Get Double Headlines & More Characters
With new, expanded text ads, headlines are about to get much bigger – advertisers will soon be able to have two 30-character headlines, up from a single headline of just 25 characters. In early testing, Google found this change dramatically increased CTR – by as much as 25 percent.
In addition, Google is expanding the number of characters that can be in the description line. Advertisers will soon have the ability to write a single 80-character description line, a 5-character increase over the current pair of 35-character description lines. You’ll also notice that the display URL has been removed, as AdWords will automatically extract the domain from the final URL. Advertisers can then add in one to two paths to enhance the display URL.
Changes to Device Bidding
Finally, some changes are coming to the AdWords bidding process.
Currently, advertisers set a base desktop bid and then set mobile bids as a multiplier on the base bid. This was introduced with Enhanced Campaigns. (And tablet is stuck with desktop, something a lot of PPC people have complained about, though tablet searches only account for about 5% of traffic and aren’t growing.)
Going forward, this is all being decoupled. You will have the ability to set mobile bids, desktop bids, and tablet bids independently or make them dependent on each other. This gives advertisers a little more flexibility and further enforces Google’s mobile-first viewpoint (why start with the desktop bid if everything is moving to mobile-first?).
New Responsive Display Ads
Get ready for Responsive Display Ads. Soon you will just have to give Google a URL, headline, description, and image, and Google will create responsive display ads for you. You will be able to run ads that adapt to the content of the websites they’re on and apps in the GDN. This includes native ad inventory.
This is really cool because it’s a pain to create ads for all the different formats (skyscraper, leaderboard, square, rectangle, etc). Google is eliminating this hassle with Responsive Display Ads – they will figure out the best format for your ad depending on where it is being served.
Expect all these changes to roll out later this year.