How to Take Advantage of the New Mobile Advertising Updates

How to Take Advantage of the New Mobile Advertising Updates

It’s official. Starting October 26, standard text ads will no longer be accepted. This news came out along with the updates Google rolled out on device bidding and responsive ads for native advertising as well as the introduction of Google Expanded Text Ads [ETAs] for all devices.

As of present time, standard ads can still run along with ETAs until the October 26. The time in between should serve sufficiently to test ads and make sure they are correctly using the right format.

Source: Google

Source: Google

WHAT ARE EXPANDED TEXT ADS?

Expanded text ads are updated versions of the standard AdWords text ads. As the name suggests, this new ad type format provides longer messaging in your ads with the following features:

  • Two Headlines

With this feature, advertisers can deliver more information and description on the ad copy.


  • Expanded Descriptions

This features an expanded limit of 80 characters in one description line.

  • Added Character

This feature enables the two headlines to have 30 characters which are more than the standard ads.

  • Customizable URL

This feature calculates the display URL from your landing page and path fields enabling the user to know where they will be redirected to when they click.

WHO CAN USE ETAs?

This new format is now available for both test and production accounts.

HOW TO TAKE ADVANTAGE OF THIS FEATURE

ETAs are now optimised to fit even the most popular of smartphones with a whole lot of new features to note of.

  • To take advantage of this new feature, here are some tips you should remember:
  • Bear in mind that the focal point of your ad is your headline. It is the prominent part of the texts in your ad.
  • Don’t forget to add in all the relevant information such as price and description in your ad.
  • Don’t forget your keywords!
  • Remember to test, test, and test multiple versions of your ETAs and evaluate the performance.
  • Don’t delete your standard text ads just yet! Don’t forget to incorporate what worked best in your standard text ads and test away!

WHAT DO I HAVE TO KNOW ABOUT THE NEW SEPARATE DEVICE BIDDING

As mentioned earlier, Google has now enabled advertisers to set their base bid adjustments for various devices such as tablets, mobiles and desktops. This function will let advertisers further separate their campaigns by device. It should also be noted that this functionality is available to Google’s Automated Bidding feature.

While Google is downplaying the function to bid manually according to the device to heavily promote on their automated bidding tools under Smart Bidding, we can expect a lot of testing and experimentation among advertisers.

HOW TO TAKE ADVANTAGE OF THIS FEATURE

  • Define and analyse your business goals and use them as a standard to set your bid adjustments.
  • Consider multichannel and multi-device attribution and use those values for different campaigns.
  • Use Smart Bidding and automate your bids
  • Use campaign-level adjustments

RESPONSIVE DISPLAY ADS FOR NATIVE

Along with the new features rolled out, Google announced that responsive display ads will now be auto-generated from the ad information provided by the advertisers. This feature will be available as an option under the +Ad drop-down in AdWords as soon as it’s available.

With this functionality, advertisers will only need to provide a headline, description, and image and a landing page URL and the ads will be served across multi-devices on the GDN.

HOW TO TAKE ADVANTAGE OF THIS FEATURE

  • Remember to promote your latest promotions in the headlines and descriptions.
  • Highlight your promotions in the description.

If you’re interested in learning more about Google’s new updates and how you can take advantage of them for your business, leave us a message or schedule a call.

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