Google continues to emphasize mobile-first, which means that the look of the SERP is changing in ways that favor the mobile experience. Of course, paid Ads need to adapt to the mobile-first world too.
Google has announced some new and interesting changes to AdWords, that PPC marketers need to know about, rolling out over the next few months. Your Ads are changing completely - you will need to re-write all of your ads to benefit from this. But that's not all. Google has also announced 'Mobile First' and a complete overhaul of how you bid for clicks. Ads changed the look of what the Ads look like - more text bigger Ads.
Very important change: how you bit for traffic - don’t missed out on what you have to do.
Remember if you do the right thing - the right way - you can double your traffic.
Google will put your traffic on the Top and make your Ads 50% bigger.
Be sure to do it right, so you don’t miss out big time!
I will give you 3 tips for AdWords!
#1 MOBILE CONVERTS DIFFRENTLY
First I need to mention that Mobile vs. Desktop in clicks has grown:
´Jan 2013 to Nov´2015
Also to notice is "Mobile converts differently", so it is more difficult to convert from a mobile device than from a desktop. For this we need new strategies to convert from Mobile!
#2 MORE MOBILE FRIENDLY ADS FORMATS
Ads on the Google map!!!
Over a billion users use Google maps, BUT NO Ads today on the map, (some few) meaning that there is a big potential for promotions on Google Map, in the very near future. Soon what will happen is, that we will see more of an Ad pin branded on Google Maps.
This is how it will works: Walking in the street, in a unknown area, looking for the right Store or place to eat - using your Google Map to find your way around?
On the Google Map you will get pins according to your search. You can directly connect to the store of your choose nearby, a branded pin on the Map, local inventory Ads or/and Instore Promotions.
Question how are Google going to decide what point/Ads to show?
Normally there are hundreds of Stores…….Well they will use contacts signals, your browsing history, your search history, time of day, behavior etc. Google have been collecting and collecting data. From the data they will use the history they have on you, to point out what and where you probably would like to go for shopping or eating, all according to the information stored. More targeted, more customer specific. Given you a view of what they believe will be appropriate for you.
This will also open up more foot traffic to your businesses!
The last 2 years Google has been mapping out all Store locations on the Planet! So now, you will have all the Stores on your Google map. The Mobile have a location history in it, so if you go to some of the Stores you have on your Google map, Google can then also measure your accurate visits to that specific Store, this by combining the data of history on your profile!
# 3 Keyword bid for Mobile
Rethinking Keyword bid for Mobile, we need to have a way to put the keywords up or down, based on the locations device. So targeting buy location is the new!
Improved Keywords control you can use them independently sorting by Mobile, Computers or Tablets.
Desktop and tablet Bids are Separated
Bid Multipliers Based on a Keyword “Base” Bid
New Ad format for mobile – expanded text in Ads
You now get 2 headlines not only one. The Ads are 50% bigger. More text more room on the screen.
Headline 1: 30 characters
Headline 2: 30 Characters
Description Line: 80 Characters total
Display URL field: remove, now auto extracts domain from final URL.
Path Fields: up to 2 fields, 15 characters each
What’s in it for you?
Advertiser control of new second headline
Longer creative messaging
Clear landing page
Up to 20% CTR lift over existing text ads!
- Mobile optimized experience
- Additional line over existing text Ads - New responsive Mobile Display Ads
New No. 1 PPC Weapon!
- Target search Ads only to people who recently visited your site!
- Users visit your site, get added to your remarketing list – the difference now is that you can show them customized Ads when they search on Google!
Keyword Ad targeting in combination with Keyword +Audience Targeting
What is the biggest difference?
The power of search Remarketing gives you 3 times engagement rates
1/3 Cost per click
3 times Conversion rate
SO push Sign-Ups, Consultations downloads etc.
Remember: What’s is good here is that it doesn’t target people who never visited your site. But by this you can search for new audience that has the similar persona and reach audiences that haven’t but should visit your site.
Demographic Targeting for search
Demographic Targeting (gender, age etc): They can afford to buy your stuff
Remarketing = They recently checked out your stuff
Keyword Targeting = They searched for your stuff
RESULTS TARGET A NARROW AUDIENCE THAT MEETS ALL 3 CRITERIA = $$$