As Google itself points out on Tuesday, the mobile-first era means it’s already increased ad real estate in search engine results by eliminating right rail ads on desktop screens and pushing organic results farther down the page. Now, it’s making ads even bigger and more frequent.
“In an effort to avert slowing revenue growth, Alphabet Inc.’s Google plans to show more, and bigger, ads,” notes Jack Nicas in a Wall Street Journal article. The piece published on Tuesday continues to say the ads are “likely to please investors — but could alienate some users.”
Consumer alienation may not be the first thought marketers have after learning more about the announcements that came on Tuesday from the “Google Ads & Analytics Innovations Keynote
Kicked off on Tuesday morning by Sridhar Ramaswamy, SVP of ads and commerce, the Google Performance Summit keynote played on a livestream.
“The shift to mobile is no longer something that will happen,” he says, extending his arm and using his right hand to mark an imaginary spot on an extended timeline, “or is happening. The shift’s happened.”
The program begins at the 28:21 mark.
A synopsis of his speech appears Tuesday on one of Google’s blogs, Inside AdWords.
“To help marketers succeed in this mobile-first world, we have redesigned AdWords — from the ground-up — and re-thought everything from creatives and bidding, to workflow and measurement,” Ramaswamy writes.
Ramaswamy summarizes the main items marketers may find interesting in what Google’s changing:
- Expanded Text Ads — on Google search engine results pages. Ramaswamy writes: “Based on early testing, some advertisers have reported increases in clickthrough rates of up to 20 percent compared to current text ads. We encourage you to start planning for this upgrade before it rolls out later this year.”
- Responsive Ads for Display “adapt to the diverse content across the more than 2 million publisher sites and apps on the Google Display Network (GDN),” he states in the post. “They also unlock new native inventory so you can engage consumers with ads that match the look and feel of the content they’re browsing. Simply provide headlines, a description, an image and a URL — and Google will automatically design these beautiful responsive ads.”
- Extending the Reach of GDN Remarketing Campaigns “by giving you access to cross-exchange inventory, which includes more websites and apps around the world,” according to Ramaswamy’s post. “With this inventory, European airline SAS drove about 20 percent more conversions at a similar CPA for its remarketing campaigns.
- Adding Device-Specific AdWords Bidding Options. Marketers can pick ad bids by devices that are most relevant to their businesses, he writes.
- New Local Search Ad Options on Google Search and Google Maps. Advertisers “using location extensions” will notice their business locations appearing more prominently in results. Also, Ramaswamy says, “Maps users may start to see promoted pins for nearby coffee shops, gas stations or lunch spots along their driving route. Local business pages are also getting a brand new look — to encourage consumers to explore your store before they even arrive, we’re adding new features like special offers and the ability to browse product inventory.”
What do you think, marketers?
Please respond in the comments section below.
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