Updates from GPS 2016 Google Performance Summit

Google’s annual event for Google AdWords and Google Analytics users was live earlier this evening. During the event Google announced it handles more than 2 trillion (YES, 2,000,000,000,000) search queries per year – up from 1.2 trillion searches in 2012.

 

The theme of the day was ads and analytics for a mobile first world. During the event there were many announcements of new innovations and plans for the rest of the year, which we will recap here.

 

Expanded Text Ads

With the premise of an ever growing mobile first world, Google will roll out an extended version of search text ads which will have 50% more text. The rollout is called Expanded Text Ads, and will be made available later in the year to ALL advertisers.

 

The format moves from the 25–35–35 format to 30–30-80, which means 2 titles of 30 characters each and a description line of 80 characters. This means advertisers will have more space to include relevant information about their offerings. Google are saying advertisers that have tested the new format have seen an increase of up to 20% in CTR (Click Through Rate). The motivation behind this change is to enable the mobile searcher to know as much about the search result as possible before clicking through.

 

 

Big changes to AdWords Bidding

It was announced today that advertisers on Google AdWords will now be able to optimise bids seperately for Mobile, Tablet and Desktop. This flexibility was removed when Google first introduced Enhanced Campaigns, meaning that advertisers had a bid for tablet and desktop, and a bid multiplier for mobile.

 

With this new addition, advertisers will now have more flexibility on bids per device. Advertisers will be able to set a bid strategy to their most important device and have bid multipliers from this device to other devices. For example, if an advertiser’s focus is mobile first, mobile device could be the base bid, and tablet/desktop bids mulitplied out from this.

 

This new bidding format is an evolution of Enhanced Campaigns and is believed to be rolled out in the coming months. Impact of implementation is expected to be minimum.

 


Local Search Ads across Google search and Google Maps

Google shared insights today at the Performance Summit; 1 third of mobile searches are location based.

 

To be present when ”online and offline worlds collide”, new local search ads are being introduced across Google Search and Google Maps. Advertisers will be able to be present when  consumers search for stores or services near their location.

 

To help increase footfall or visits to store, Google are testing several ad formats within Google Maps including promoted pins.

 

Local Business Pages are also being spruced up with a brand new look, to help consumers browse special offers and items in stock before they visit the store.

 

To measure impact Google will expand its Store Visits measurement capabilities.

 

Google expands it’s online to offline measurement offer

In late 2014 Google started to measure some advertiser’s visitors journey; travelling from search ads, to the advertiser’s actual store. Since they started this, they have had 1,000 advertisers in 11 countries using this functionality and measured over 1 billion store visits. Google stated that ”AdWords is the largest online to offline ad measurement solution in the world”.

 

Today at the Performance Summit, Google announced that they will roll out Store Visits tracking to a wider range of advertisers – small businesses are also on the road map for this product development.

 

One struggle though, is the accuracy of GPS and location signals from devices. To combat this, Google are looking at in store beacons to catch the full journey from online to offline with more precision.

 

It will be exciting to include instore visits in the overall ROI of campaigns online with Google Store Visits.

 

Google going Native

Google announced another gem today at the annual Performance Summit; an extension of the reach of the Google Display Network (GDN). This will enable advertisers to reach prospects by unlocking new native inventory with Responsive  Ads for Display. The ads will adapt to the look and feel of the site they appear on AND the device the user is browsing on.

 

 

Google also announced they are extending the reach of GDN remarketing campaigns, giving access to cross-exchange inventory, opening up access to more websites and apps.

 

It will be excting to measure the impact of these new changes and formats over the coming months, as we enter a mobile first world.

 

You can catch up on the event at the link below (forward to 29minutes)