Mobile First says AdWords New Update
March 28 marks the date when Google says Mobile first in AdWords. It has already been 15 years since Google has introduced AdWords; since that time Internet user search habits have evolved in a big way. Today, most people transition seamlessly from their PC to their smartphones or tablets to their laptops and maybe back to their desktops at home. They are online for longer periods of time, download more apps and watch more videos than ever before.
On a global level, more Google searches are made via smartphone than on desktop PCs. There was a time when people would surf the Internet for longer periods of time in a single session. Today, all of that has undergone a drastic change; as mentioned earlier, people access the Internet via multiple devices in short bursts right through the day.
And when users are on the Internet for these micro-moments, they want that the ads shown to them be relevant and useful, regardless of whether they are related to products, directions to a business in the vicinity, contact details or any other details about a business they have shown interest in.
Google AdWords Mobile First Re-vamp
AdWords has evolved in a significant way and businesses now find they are able to reach their customers in a quicker and more effective way. What started out as a tool used to display ads on the SERPs, has transformed into something much more potent and impacting. The other aspect is that this has added to the challenge marketers have to deal with every day.
For instance, AdWords now also includes video & display media that can be purchased on YouTube via the Internet and that’s only a sliver of the larger complexities that marketers have to face. This complicatedness has given rise to the need to reinterpret AdWords. Now, Google’s product team is burning the midnight oil to come up with ideas on how they can increase the relevance of Adwords, not just in the current day, but a decade and more into the future as well.
Google elicits insights from marketers
While creating single Shopping campaigns was important, updating scores of text ads was also part of the plan to ensure that AdWords functions without a hiccup for advertisers across the globe, no matter what scale their campaign or the objective of their marketing strategy was.
This is why Google met with large-scale and small-scale advertisers, ranging from muscled users to the novices- to understand how they perceived AdWords’ strengths and what needed to be honed. The insights and feedback Google received was quite enlightening; this helped the Internet giant launch user studies and refine its product.
Three Focus Areas
The new AdWords experience is focused on 3 key areas, all of which have been designed based on feedback the company received from online marketers:
- Business-oriented– Google aims to make AdWords more about businesses and not so much about its own product so to speak. They aim to make it easier for marketers to express their business goals and the manner in which ads are measured and managed.
- Quick access to data– What advertisers want is easy access to their campaign and profitability data. This is why Google is now aiming to provide marketers insights, that will help them visualize all these aspects in a more effective and actionable manner. It will help them identify opportunities & campaigns, and align them to their business objectives.
- Effective tools– What marketers ultimately seek are potent tools that will help them achieve more in a shorter timeframe. They should be able to efficiently tackle the critical tasks such as managing their ad extensions as well as creating reports, on a single platform that allows for seamless and intuitive working.
Improving the AdWords Experience
The most outstanding features of the new AdWords experience are its overall look and functioning. This has been built on the Material Design visual language that all of Google’s favorite apps such as Gmail, Search and Maps are centered on. The latest AdWords version might seem to be a little different, but there will be no change in the way marketers’ campaigns are run today and no migrations or upgrades have been introduced.
Google aims to continue building out the latest AdWords experience through this year and into 2017. Targeted advertisers will be sent invitations to test the new functionality and provide feedback- this will help the company iron out the creases and polish the AdWords tool to make it even more powerful and impacting than it is already is.