Some big news recently from Google. They have announced the release of 3 new features which had been mentioned in the May 2016 Google Summit – I wanted to bring you our thoughts on the implications and their effects for our clients.
Ads will now be 50% larger, include a new double header and a simple 80 character description. This will mean the removal of the rigid two-line Legacy Ad type, which has been in existence for years. Google has announced that this change has been led by a need for responsive ads within the search results page; but the result has been an increase in the total space given to Paid ads at the top of the page. This is another example of Google continuing to monotonies the Search results page at the detriment of organic search. This is likely to lead to an increased importance of maintaining a Paid presence as Organic listings are pushed further down the page.
We will be creating new Expanded Text Ads for each Ad Group in our accounts over the coming months and running A/B tests against the best performing legacy Ad format. Google has not set a timeline for the removal of the old Legacy format Ads, however, they have stated that Ads will not be able to be created in the Legacy format post-October 26th.
The initial results of the trial look promising with some beta trialists seeing a 2x increase in CTR for non-brand. However, it is likely this was a test against other advertisers running the legacy Ads and so will not have been a fair test (especially when the new ads are 50% larger). As we are rolling these Ads out for our clients in the coming – we hope to be able to take advantage of the increased presence this will likely give us over competitors who are still using Legacy Ads.
it will be interesting to see how this stands up when all marketers in the auction are using the new Ad format. As we roll out new Ads in the new format we will be reviewing the results and will share our learnings and feedback with you.
OTHER GREAT RELEASES
Google has announced that over the coming months they will be releasing the ability to set base bid adjustments for mobile, tablet and/or desktop per Campaign. The real-world implications for this are that we will be able to distinguish our bids between Desktop and Tablet devices. This will be especially useful for accounts targeting businesses where they will be able to down-weight Tablet devices which are more likely to be domestic users.
The strategy used for the device-bidding will be dependent on a case-by-case basis, not only per account, but per campaign. When this feature is rolled out to your account, your Account Manager will likely be in touch to confirm their strategy with you for this.
As per Device-Bidding, this will be rolling out on an account-by-account basis and will see a new format of Ads being available on the Google Display Network. The new Responsive Ads will automatically adjust their size, appearance, and format to fit available ad spaces on a webpage. Responsive ads can show as almost any size text, image, or native format. The new Ad Format allows a campaign to cover more more Ad spaces without the need for a vast inventory of banners.
Looks like a good innovation from Google and we expect to see a good response at the beginning for these new Ad formats. For clients who we are running Display activity for, we will be in touch shortly to discuss implementing these into your campaigns.
As always if you have any comments, questions or queries about these updates or any other Google AdWords developments please do let us know!