2016 is shaping up to be a year of big changes for Google AdWords. The search giant already got rid of right-hand side ads in February 2016 to better match the mobile user experience. They are now showing up to four ads above the organic results — pushing organic listings ever further down the page — and up to four more ads below the organic results.
And Google isn’t done there.
The Big News — Expanded Ad Size
With the various ad extension options already available, more ads being shown above organic results, and the presence of image results, map and local results, and the knowledge graph, organic listings are being pushed further and further down the page.
Now Google is expanding the presence of search ads once again, this time by increasing the character limits of the ads themselves. Google has announced that expanded ads will soon be released, most likely within the next few months.
Here is a guide to the ad expansion:
Advertisers will now have TWO 30-character headlines and a single 80-character description line, providing much more space for compelling messaging and an irresistible call to action.
Other Changes on the Way
Blurring the Lines Between Paid and Organic
In June 2016, Google made a slight change to the ad design, swapping out the yellow “ad” label for a green one.
This move will likely lead to more clicks on advertisements because the green label blends in with the URL color, making it less obvious to searchers which results are paid ads and which are organic listings.
Search Ads in Google Maps
Google Maps will become part of the AdWords Search Network, increasing the amount of ads users will see within the app and on the website. This gives advertisers the opportunity to showcase special offers at the moment users are looking for a local business/product/service.
Tablet Bidding
Currently, tablets are lumped in with desktop, so advertisers cannot set a specific bid modifier for tablets. Soon, advertisers will be able to control the cost-per-click bid for desktop searches, mobile device searches, and tablet searches independently
Updated User Interface
Google has been working on an enhanced AdWords user interface, but it will not roll out as quickly as these other updates. The new design will focus on these three guiding principles:
- Data at Your Fingertips
- Focus on Your Business
- Powerful, Yet Simple
Look for this update sometime in 2017. We will provide additional details as we learn more.
What Should You Do?
Contact our healthcare marketing agency today — ahead of the big changes — so we can help you prepare your account for the pending updates. We will perform a diagnostic account review and optimization, ensure your campaigns are utilizing all available features to boost click through rates and lower costs, and prepare new expanded ad text so you are ready as soon as the change takes place.
Questions About AdWords?
Contact our Google AdWords and Bing Ads certified professionals for answers to all of your pay-per-click advertising questions and concerns.
