Mobile First for the Micro-Moments that Matter

If you hadn’t heard yet the Google Performance Summit was yesterday led by Sridhar Ramaswamy, Senior Vice President, Ads and Commerce.

The arrival of mobile has led to a change in behavior where consumers have micro-moments of desires to know, learn and find out what they want but also make corresponding purchases.

Optimized for screen sizes of the most popular smartphones, new expanded text ads in AdWords provide more ad space so you can showcase more information about your products and services before the click. Here are the key changes:

Display ads are also getting new features.

From sites to apps to videos, mobile has unlocked a universe of new spaces to reach consumers. Responsive ads for display adapt to the diverse content across the more than two million publisher sites and apps on the Google Display Network (GDN). 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.

You can also set individual bids for different device categories.

Marketers need more control and flexibility to optimize bids on specific devices. In the next few months, you’ll be able to set individual bid adjustments for each device type — mobile, desktop and tablet. This lets you anchor your base keyword bid to the device most valuable to your business and then set bid adjustments for each of the other devices. You will also have a wider range to adjust bids, up to +900%. With more controls, you can now optimize with greater precision while keeping things simple with a single campaign that reaches consumers across devices.

Source: Inside AdWords: Ads and analytics innovations for a mobile-first world