Last week Google gave advertisers an insight into some jaw-dropping changes that will be introduced to Google AdWords over the next few months and as an AdWords management agency, this was big news for us.

When we visited the Google London office in 2010, Google predicted that sometime in the near future traffic through mobile devices will overtake what comes through desktop.

Google  announced at their summit in San Fransisco last week that this year over 50% of all traffic online came from mobile devices. Mobile advertising is no longer an add-on, its imperative to any advertising strategy and this is why Google have now focused mainly on mobiles moving their primary focus away from desktop.

Below you’ll find 4 big changes that will affect all AdWords advertisers.

 1. Bigger Adverts

A key change that Google are making which AdWords agencies are ecstatic about is a longer adverts. This will increase the characters up 80, meaning that there is almost 50% more space for descriptions.

When they tested this out previously they found a whooping 75% increase in click through rate, this rise in characters means that adverts are now looking more like organic searches than ever before.

They have already Google eliminated right side ads from the desktop in February as a way to create a more unified Google experience across devices. Now text ads are about to undergo a significant change with this drastic increase.

2.Google Maps Advertising

Google has unveiled what it calls the “next generation” of local search ads. New ads will appear within Google Maps on the app as well as  desktop and mobile versions of the site.

In the new ads, brand logos and offers will appear directly on the surface of the map, rather than just alongside the map. So if you are going off on a journey using Google Maps you will start to see logos pop up of restaurants and stores which are all advertisements.

3. Responsive Adverts

The last change to adverts that were mentioned was the creation of the responsive display ads. Soon you will just have to give Google a URL, headline, description, and image, and Google will create responsive display ads for you.

You will be able to run ads that adapt to the content of the websites they’re on and apps in the GDN.

This is really cool because it’s a pain to create ads for all the different formats (skyscraper, leaderboard, square, rectangle, etc). So Google is eliminating this hassle.

4. Changes to device bidding

Advertisers are crying out with joy at the changes to the bidding process.

Currently, advertisers set a base desktop bid and then set a mobile bid as a multiplier on the base bid, this reduces flexibility and means advertisers are missing out on Mobile and Tablet devices.

This change will mean that you will have the ability to set mobile bids, desktop bids, and tablet bids independently or make them dependent on each other. This gives advertiser the flexibility that they have been wanting and means that it easier to have separate devices for separate devices.

Expect all these changes to roll out later this year. For more information watch the video below.

Thanks to the speakers, Sridhar Ramasaws, Babak Pahlavan, Samantha Lemonnier, Jerry Dischler, Brad Bender and Matt Lawson.

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