The State of AdWords


 The State of AdWords

Since Google introduced Adwords over a decade ago, they have constantly been redefining them and changing their “rules” in regard to Adwords. These changes are usually in line with the changing technologies all around and the changing ways in which target audiences do things. For instance, there are multiple devices available today that allow users to access the same information they seek easily and conveniently, such as smartphones.

In fact, Google announced that most of its global searches take place on mobile devices and no longer on computers (as was the case a few years ago). Apps are also another largely used platform, hence the need to keep up with these changing trends by constantly re-evaluating Adwords.

Just a bit of a reminder, Adwords refer to a pay-per-click online advertising system by Google, which allows you to showcase your ads (on products or services) on the platform and its partner sites. These Adwords are the main source of income for the renowned search engine.

Because Google primarily earns through Adwords, it is only natural that it would want to emphasize and concentrate its efforts on mobile based advertising (seeing that it is currently the most used platform for conducting online searches). In this regard, Google has changed the overall structure of its Search Engine Results Page (SERP) to allow for a more convenient user experience.  Some of these changes include:

•    Google Maps to host Local search ads: Ads will start appearing on Google maps (on the mobile and desktop versions, and the app). These ads will appear below the map and not alongside the map. For instance, if you were to search for the location of a bakery on Google maps, you would not just get the directions to the bakery but also related ads (on bakeries in your current location) below the map.  Google is also working on other new ad formats for maps such as promotion pins.

•    The desktop SERP no longer features right side ads, as Google eliminated them to develop a standard user experience across all devices.  They have now introduced new “headline ads”, which appear at the top of the SERP. They also intend to expand these headlines from 25 characters to 30 characters; according to Google, this step would increase CTR (Click-Through-Rate) by almost 25 percent.

•    Responsive display ads are the next advancement for Adwords. According to Google, online marketers will soon just have to create a headline, give a URL, Image, and description of their ads and their systems will create a responsive ad from this. This means that marketers no longer have to create and recreate ads to suit the various online platforms available for advertising, such as mobile and desktop. The ads will be created by the Google system to adapt to various online advertising platforms in the Google Display Network (GDN).

The “state of Adwords” is a complex topic as this “state” is constantly changing to adapt to changing consumer or target audience’s trends. For instance, the current “market” is more mobile oriented, with more than 50 % of all the searches conducted on Google emanating from mobile devices (annually). For this reason, marketers should expect to see new Adwords formats geared towards meeting the needs of this large target group.