First, we watched #Mobilegeddon sweep the floor on SEO. Now, Google is making an encore. This time, it’s with AdWords.
It comes as no surprise. Mobile device penetration has blown desktop out of the water since mobile device ownership overtook desktop ownership three years ago. Now, it seems like this meteor, this shooting star has nowhere to go but up.
In their last major event, #StepInsideAdWords, Google has admitted to the fact that more Google searches took place on mobile than desktop in 10 countries that include US and Japan.
“We’ve hit an inflection point where more Google searches are taking place in mobile than desktop in 10 countries, including US and Japan. We think it’s a real turning point in digital adverting and we have been investing in mobile-focused initiatives,”
Jerry Dischler, Vice President of Product Management for AdWords
More and more people, it seems, are getting more comfortable with the idea of doing more than just communicating in their mobile devices. Now, they’re turning to Google for answers to everyday decisions like where to go, where to eat, where to buy, how to do, and more.
That’s why it only makes sense for Google to re-modernize and rebuild their entire AdWords interface.
In this way they could present businesses and marketers with incredible opportunities to reach consumers in the most favourable moment.
What are they going to introduce in light of these developments? According to Google, major changes are coming for three verticals, AdWord’s automation tools, and their new measurement products.
When car buyers look for a car, they typically go to a showroom to check out their choices one by one, comparing which looks right and fits their preference. The online experience is pretty much the same. In fact, Google found out that car buyers spend up to 15 hours browsing through available information and images of their prospective cars.
Today, instead of spending hours visiting showrooms and browsing through the web, Google is bringing the showroom to you with the Automotive Ads.
The Automotive Ad is a new search format designed with integration in mind. It’s going to be a one-stop shop featuring all the details and images of an automobile and nearby dealer listings where it is available—housed in a carousel for easy browsing.
One of the first industries that benefitted from booking on the services provided by search engines like Google is the hotel and hospitality industry. And as per Google, it will only get better.
Before, Google only presents rates, locations, user reviews, images, and descriptions for hotels. Now, they’re making it possible for you to book hotel rooms right then and there with a touch of your fingertips.
Available in the US, Google Compare added a new comparison tool for mortgages. Like with auto insurance in Google Compare, you can now be able to find the latest mortgage rates from multiple providers and compare interest rates, terms, and fees. The convenience of the tool doesn’t end there because you can also apply directly through the tool.
With these additions in tow, Google will be expecting an influx of providers and businesses to come join and partner up with Google, or at least use the different products and services that Google has. That’s why they’ve set up a new reporting dashboard where bid strategies and evaluations will become more transparent when it comes to performance monitoring.
In addition, new simulation tools will show advertisers the trade-off between volume and cost at different cost-per-acquisition (CPA) targets.
It seems like Google is loosening the grip of keywords for businesses.
With the introduction of Dynamic Search Ads, your website’s content will be highlighted in a way that’s relevant to the searcher’s queries, without the need of keywords. This will be done through the newly included “recommended category”, thus bringing people closer to what they really need.
The Search Funnel reporting on AdWords has been changed to Attribution. Basically, this is where you can analyze the performance of keywords beyond the last click attribution. Now, you can select an attribution model for each conversion type. The new data-driven attribution uses your own conversion data to calculate the actual contribution of each keyword across the conversion path.
The model you create will be immediately integrated in your AdWords reporting and automated bidding.
This streamlines campaigns and eliminates the guesswork-laden, “hit or miss” strategies that often hound marketers everywhere. Your data can be maximized to work to your advantage in more instances.
The introduction of more and more touchpoints mean consumers can now conduct business with you wherever they are, whenever they want.
That’s why it’s important for you to observe and measure these cross-device activities. These insights can also be integrated to the automated bidding. In addition, Google will be giving you an option to include cross-device conversions as part of the Conversions column.