A big change is coming to Google advertising. What you need to know!

Tuesday, 31 May 2016  |  Posted in: Articles  |  3min read

A mobile-first world is here.

Over the past few years The Digital Embassy has increased its strong focus on mobile design practices. We are pleased to see that Google have now taken this a step further to adopt mobile first ideology, with its recent announcement that it has officially shifted to a mobile first approach for Ads and Analytics. Google’s shift to mobile has been incrementally building, with over half of all Google searches now being performed on a mobile device. We are talking in the trillions of searches here and the rate of uptake for mobile search is only increasing.

Google’s market research has found that people’s connection with mobile technology is changing, describing their relationships with their smartphones as a ‘lifeline’. Google is using thousands of surveys and countless gigabytes of data to identify, that people use Google and their mobile devices in situations such as, ‘I want to know’, ‘I want to go’, ‘I want to do’ and ‘I want to buy’ called moments throughout the day.

 

How do marketers and businesses, adapt their digital advertising to a mobile first approach?

Google announced that its AdWords product will undergo an extensive, ground up revision. The aim of this will be to make it easier for marketers to bridge the digital and physical worlds as consumers move seamlessly between online and offline experiences. Some of the most exciting changes are how text and display ads work; including how marketers can optimize their campaigns to focus on specific mobile devices. For example, new expanded text ads in AdWords will soon provide more ad space, so digital marketers can showcase relevant information about the products and services being advertised.

One of the motivating factors for this move was information provided by Target. The retailer saw that 98% of its customers started their shopping experience digitally and 75% of those customers started on a mobile device. As their customers were already using mobile devices to shop, Google then used this data to capitalize on how end consumers were doing product research.

 

Google is focusing on localisation

To help bridge the gap between the mobile and physical worlds Google is focusing its efforts on localisation. This means that mobile users of the Google Network will be served ads more specifically to their location. This, coupled with new expanded text descriptions in Google’s advertising means that marketers will now be able to leverage offers for specific locations, and entice interested buyers to enter stores to activate purchases.

 

More meaningful advertising descriptions

The extra space planned for Google’s advertising is substantial, over doubling the previous headline and description character allowances. In our view this is a welcome change that should mean ads become more meaningful and relatable to mobile consumers. Especially those that want to know exactly what the offer is upfront before visiting the intended website or landing page.

Google claims its initial testing saw increases in click through rates of up to 20% compared to current text ads. If these initial test results are any indication of what’s to come, then the emphasis on planning for this upgrade, (due to be rolled out later in 2016) is not something to be over looked for marketers and small business.

If you would like learn more about how you can adapt your current digital advertising strategy to a mobile first approach, then contact us to arrange to meet with one our qualified, evidence based digital marketers at The Digital Embassy.

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