With the recent launch of a new Google AdWords interface and updates, it will become essential for businesses, marketers, agencies, etc. to adapt to an ever changing world of digital marketing. After watching Google’s AdWords webinar on May 31, 2o17 here are five important takeaways regarding Adwords and their upgraded platform.
1. Updated Quality Score Metrics:
Although metrics such as click through rate and landing page quality are still relevant, Google has announced that more factors are now going to be considered. This includes mobile friendliness, social media engagement, response rate, conversion rates, reorganizing accounts, and other factors. Due to a rapid increase in mobile site visitors, Google has responded accordingly and have placed a higher emphasis on mobile traffic. Regarding social media engagement, staying on top of platforms and showing consistency will be recognized by Google and lead to more clicks through search. In addition, having an effective response rate can be difficult to achieve yet if given the appropriate attention you will be noticed. Customers enjoy quick responses and if your organization stays on top of the game Google will begin to recognize this.
2. Ad Rank Calculations:
It’s been reported that Google may be placing a higher emphasis on bids when it comes to Ad Rank calculations in the near future. Although quality metrics are still going to be extremely relevant with determining Ad Rank, it still needs to be pointed out that max cost per click (CPCs) might end up holding more weight for certain queries. Therefore, if increased bidding does end up being a larger determinant for Ad Rank, firms will need to adjust their AdWords strategies accordingly.
3. Historical Quality Score Data:
The new Google AdWords interface will now enable advertisers to view historical quality score data. Adding quality score reporting will greatly assist AdWords users in determining what is working and what is not. It’s even reported that advertisers will have the ability to segment the data by day, which will show quality scores changing on a daily basis and what improvements are needed to maintain a higher score. There will also be feedback icons for every keyword, giving recommendations like landing page improvements, click through rate, and relevance of ads.
4. Local Search Ads:
The addition of local search ads will take Google mobile advertising to the next level. It’s noted that about a third of all mobile searches have “local intent,” meaning that businesses will need to focus on their local consumers in order to maintain a competitive advantage. However, what is the main reasoning behind local search advertising? The answer is the desire of local companies to bring in more foot traffic to their business. With foot traffic on the downfall due to an increased demand of online shopping, local advertising options will help local businesses get back on track.
5. Expanded Text Ads:
It’s finally here – the ad text limits have expanded! The launch of expanded text ads are essentially a response to an increase in mobile search traffic. Therefore, these text ads are constructed to increase mobile search performance with larger headlines and longer descriptions. There will now be a total of 140 characters of space to use, compared to the current 95 characters (25-35-35). Another important point to mention is the potential improvement of click through rates (CTR). Having a greater visibility of text ads will most likely lead to increased CTR, and therefore more conversions or leads will be generated.