July 4, 2016


Google AdWords Announced New Features for Mobile Ads

Addressing the specific needs of users shifting towards the mobile trend, Google came up with the new set of tools and advanced features for AdWords.



The alterations and additions have been made public in the most recent Google Performance Summit, and detailed with the revised limits for description lines, inclusion of responsive display ads to serve variety of devices and formats, increased customised bidding options, and robust pilot features for Google Maps that allow advertisers to spread more awareness about their business.

From the trillion of searches that are carried out on Google every year, the lion’s share comes from the ones done through mobile phone. Google has also identified that a major share of web traffic comes through tablets and smartphones.

What’s more has been announced? Presenting you a brief of some important announcements made at Google Performance Summit just a week before:

1)    Diversified text ads for mobile-first generation

Earlier in February, Google eradicated the right-hand side ads from desktop to boost consistency across the multitude of devices. Considering that initiative, Google has honed its offerings for the most common screen sizes.

Going forward, the prominent headlines in AdWords will extend from a single 25-character header to two 30-character headers, leveraging advertisers more space to showcase their offerings before the customers’ lands on the link.

The line of the description will also expand from two 35-character lines to a consolidated 80-character description line.

In the current scenario, if a manually specified display URL doesn’t match with the final and the intended URLs, they get disapproved. With the change, there will be an automatic extraction of the domains from the final URL to ensure accuracy and customization of the URL will be possible.

According to Google, all the upgrades introduced are specifically relevant for the marketers wishing to reach the mobile users who prefer on-the-go browsing to get an idea about the product and services before navigating a website.


2)    Responsive display ads

The audience on mobile are now interacting with the content through mobile sites, apps as well as videos. But for marketers, there is a continuous battle to come up with the ads that are suitable for variable device sizes and formats.

Responsive ads for display – Google’s all new tools is designed for helping marketers develop ads to serve the optimized content, sizes and shapes, across millions of publisher sites and apps on GDN (Google Display Network).

It’s a significant move as advertisers are no longer required to resize the display ads on the basis of the site or devices they are targeting on. All you need is the relevant headlines, a concise description, an appealing image, and a URL and Google will automatically create a responsive ad for you.

According to the Google, the new tool gives advertisers an added advantage to access new native inventory to keep customers engaged with ads that resemble the content they are already reading through.

It is more precisely extending the limits of GDN remarketing campaigns allowing advertisers to access the cross-exchange inventory for covering more websites and apps across the globe.

3)    Bid adjustments for a mobile-first world

AdWords will later allow advertisers to make individual bid adjustments for each type of device available. Earlier, the process was completely manual wherein each device was integrated into the ad campaigns using the Google’s Enhanced Campaigns tool.

And now, marketers will be able to keep a base keyword bid secured for the device driving maximum value to a business and then manage bid adjustments for the particular devices. The exciting part is that bids can be adjusted up to +900%.

4)    Making online and offline connection seamless

Specifically relevant for marketers is Google’s analysis that location-based mobile searches are increasingly getting popular 50% faster than other mobile searches. The platform advocates almost one-third of entire mobile searches made in today’s time on Google are related to the location.

It’s quite clear that consumers having the best of both worlds, having online and offline experiences. So it has become significantly important to compel marketers this way too.

The search platform is coming up with fresh local search ads on Google.com and Google Maps to ease customers in reaching them whenever they search for the offline business locations.

With the location extensions, advertisers will be able to display their specific business locations when consumers search for things like “Coffee shop” or “car repair shop”. In this example – pest control.

Google is still striving for the development of advanced features so to cater the needs of the mobile-first generation.



About Aidan Payten

When SEO Xperts fails to find any solution for SEO, this man comes into play. He is working as a Team lead SEO with SEO Xperts in Melbourne. He has completed his graduation from Melbourne University. He leads the team of fifteen SEO members and always teaches them the right method to go with SEO. He also manage his blogs related to SEO.

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