Key Announcements from the Google Performance Summit 2016

Walking the Walk: Mobile first's transition from buzzword to reality takes a big step forward.

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DESKTOP AND TABLET BIDDING DECOUPLED

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% РSridhar Ramaswamy

Being able to set separate bid adjustments for mobile, desktop and tablet will let advertisers with key mobile audiences make them the focal point of campaigns.

TEXT AD EXPANSION ON ALL DEVICES

In early testing, advertisers reported increased click-though rates of up to 20% with a new, longer ad text configuration of two 30-character headlines and one 80 character description line.

This could be because more text gives advertisers slightly more scope to include important selling points rather than being forced to pick and choose to the detriment of accuracy or uniqueness.

Currently, ad text is constrained to 25 character headline and two 35-character description lines.

It could be argued that these higher CTRs are due to the novelty of a new format drawing more traffic away from organic results, so it will be interesting to see if the percentages decrease over time as users normalise to the extended text. Nevertheless, as the changes roll out later this year, it’s worth planning ahead to ensure the opportunity to express more about your brand’s value is taken advantage of.

BROADER REMARKETING REACH

Advertisers using remarketing will have access to a cross-exchange inventory, which is effectively an extension of the Google Display Network. This will expand potential conversion volume to include valuable audiences across a greater number of websites and apps.

RESPONSIVE DISPLAY NETWORK ADS

Currently, advertisers design mobile Google Display Network ads in specific dimensions, and hope they appear at their best across all placements. With the new responsive ads, advertisers simply provide a headline, description, image and URL, and Google does the work of optimising the appearance of the ad to suit wherever it is placed.

NEW LOCAL SEARCH ADS

One important finding announced at last night’s summit was that one third of mobile searches are location related, and this trend is growing faster than mobile searches overall.

Why is this important?

For a few years, Google has been re-positioning themselves to straddle the divide between digital and physical. No longer simply the librarian of the internet, able to point you in the direction of the most relevant online information, they’re also the personal shopper, the hotel concierge and the tour guide of the physical world.

Consequently, a number of updates concentrate on developing Local search results with the aim of helping retailers drive on-foot traffic:

Promoted Pins

A new type of ad that combines location information with current in-store offers on the product or service the user has searched for:

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Online-to-Offline Metrics

Google will expand the availability of AdWords Store Visits – currently in use by a handful of major brands – to all advertisers across 2016/17.

Store visit data is based on whether a user is in close proximity to an advertiser’s location within 30 days of an ad click. For privacy purposes, Google do not directly attribute the proximal user themselves with the ad click, meaning data is an estimate designed to give advertisers insights into user behaviour without being able to trace individual clicks.

For example, through store visit insights, UK Nissan were able to ascertain that six percent of mobile ad clicks result in a trip to a dealership, delivering an estimated 25x return on investment.

Google suggested that as this is rolled out a hardwear solution¬Ě, such as a beacon, may become necessary to meet challenges of accuracy and scale.

New-Look Local Pages

Local pages will offer the chance for businesses to include a broader range of content types as appropriate to their category, for example product inventory and promotions.

 

GO TO: NEW GOOGLE SHOPPING FEATURES FOR 2016 >

 

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Category: PPC
25 May 2016

By Eva Wilkes

Eva Wilkes

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