Mobile was the keyword at Google’s Performance Summit this year as Sridhar Ramaswamy, Senior Vice President, Ads and Commerce said, “The shift to mobile is no longer a change on the horizon. It’s here. Mobiles are the first thing we pick up in the morning and the last thing we put down at night.” To further its push for mobile, Google ‘redesigned Adwords from ground up’ to introduce new features such as – resposnsive display ad units, new ways to advertise on Google Maps, expanded text formats and bidding separately for desktop and mobile.
Every year, there are trillions of searches on Google and over half of those searches happen on mobile. Google’s data also highlights that for the millions of websites using Google Analytics today, more than half of all web traffic now comes from smartphones and tablets.
“It is critical for marketers to know which moments matter and which don’t. There are moments when we turn to our smartphones for making a decision or accomplishing a task. At Google, we call these ‘micro-moments’. With location-related mobile searches growing 50 per cent faster than all mobile searches, it’s clear that consumers are moving seamlessly between online and offline experiences. So it’s important to help marketers think this way too.” said Mr Ramaswamy.
According to Google, nearly one third of all mobile searches are related to location which led to the company to launch new local search ads across Google.com and Google Maps. The new features which are still in experimental stage will allow advertisers to add promoted pins, a new business page, product inventory and special offers.
“We’re investing in more branded, customised experiences for businesses on Google Maps — geared towards helping you increase store visits,” explained Mr Ramaswamy.
It has also revamped its ad units to optimise them for the screen sizes of the most popular smartphones. The new expanded text ads in AdWords provide more ad space so advertisers can showcase more information about their products and services before the click.
Google has also added new responsive ads which will adapt to the diverse content across the more than two million publisher sites and apps on the Google Display Network (GDN). They also unlock new native inventory so advertisers can engage consumers with ads that match the look and feel of the content they’re browsing. Advertisers will only need to provide headlines, a description, an image, and a URL and Google will automatically design the responsive ads.
Another new feature for marketers is to be able to set individual bid adjustments for each device type – mobile, desktop and tablet.This will allow them more control and flexibility to optimise bids on specific devices. “This lets you anchor your base keyword bid to the device most valuable to your business and then set bid adjustments for each of the other devices. You will also have a wider range to adjust bids, up to +900 per cent. With more controls, you can now optimise with greater precision while keeping things simple with a single campaign that reaches consumers across devices,” added Mr Ramaswamy.
“As consumers live their lives online and blur the lines between online and offline, it’s more important than ever to build your business for mobile. Google’s building for this mobile-first world as well and we’re excited to go on this journey with you,” concluded Mr Ramaswamy.