We’re always a little leery when Google announces changes to their search algorithms and especially to Adwords. However, when Google unveiled their newest round of changes to Adwords, we were nothing but pleased. Gatorworks has numerous pay-per-click advertising clients who depend on us to keep up with the latest changes in the industry, so we are always happy to be able to learn about new tools Google has made available.
Expanded Text Ads
We won’t try to summarize all of the changes occurring in Adwords, but we will focus on the changes that will most directly affect our clients. The first, and most exciting, changes involve the amount of text in an ad. After getting rid of the right-side ads, Google is now expanding the text in the ads. Without getting too far into the details, previously ads had titles of 25 characters on one line but now they will have titles on two lines of up to 30 characters each. The descriptions used to be limited to two lines of 35 characters each, for a total of 70 characters, but now the description will be displayed on one line of 80 characters. This may seem like a small change, but it will make a big difference in terms of the amount of space on a search engine results page that is covered by an ad.
Responsive Display Ads
Responsive display ads are another major tool Google is introducing. Google will create display ads for customers on the fly, depending on the mobile users screen. You’ll need to provide a title, description, image, and URL, and then Google will handle the rest. The results are beautiful mobile-responsive display ads.
Search Ads Within Google Maps
Lastly, Google is implementing Search Ads within Google Maps. These “Promoted Pins”, as Google calls them, will enable advertisers to speak directly to people looking at the maps. If they’re deciding between The Breakfast Nook and EggsNBacon, a $3 coupon can be advertised to help them decide. It is the online equivalent of the guy outside of a pizza restaurant passing out coupons or fliers. Except that he is only giving coupons to those who have indicated they are interested in pizza to begin with.
There will be other changes as well, including use of logos for map markers, as shown below, and Google My Business pages displaying featured offers to customers. All of this combines to mean that Google is placing a huge emphasis on Maps and Mobile search.
Google Adwords is Evolving, You Should Too
Change is often frustrating when it comes to online advertising, but in this case there are many exciting and well thought-out developments coming. When should we expect them? One Google announcement said to make preparation for “later this year”. We’re already preparing ourselves for these changes by focusing on how to best utilize these tools for our clients.
Are you interested in pay-per-click advertising or Google Adwords, but don’t know exactly how it works? Do you think it might be useful, but you’re not sure? The digital marketing team here at Gatorworks can answer any and all questions you might have on the process and discuss issues of cost, feasibility, and targeting with you. We’re proud to work with numerous clients on their pay-per-click advertising and pleased to say that we consistently produce results. Contact us to learn more about how to make Adwords work for your company.