Google’s main goal is to give users in search exactly what they are looking for, at the moment they need it. Since Mobilegeddon hit in 2015, Google has set out to provide exceptional mobile experiences to all users in search that have a need.
In their recent Ads and Analytics Innovations Keynote Summit, Google executives announced that they will be making some significant changes to the way advertisers will communicate through the changing mobile landscape.
These new innovations will be seen in Google Maps, Google AdWords, and Google Analytics, and will heighten the importance of micro-moments through mobile browsing.
Capturing the intent of users in mobile search will be increasingly vital for brands.
Find out how micro-moments are changing the mobile advertising landscape.
MICRO-MOMENTS ARE THE DRIVING FACTOR
In a mobile-first world, the ability for brands to capture micro-moments has allowed for a connection with consumers during high-intent moments, at any time or place.
Micro-moments are instances where a user suddenly has a need to search for a product or service that will benefit them. These moments are full of high intent, and brands now have an opportunity to address these needs with relevance.
With the increase of searches through mobile devices, consumers experiencing micro-moments are using mobile devices to quickly search for what they need.
Brands must provide relevance and ease to consumers, and with the shift in search towards mobile, have to adjust to where consumers are focusing their attention.
Google is also adjusting – making changes to provide better answers for users while experiencing a micro-moment.
LOCAL SEARCH WILL INTRODUCE PROMOTED PINS
The number of location-related searches is on the rise, and are creating new opportunities for brands to connect to consumers that are nearby.
According to Jerry Dischler, Vice President of Product Management at Google, 30% of mobile device users are searching in relation to location in order to make better decisions.
In order to elevate this, Google has plans to include promoted pins and local search ads into the Google Maps application. Users will be able to see promotions and text ads from nearby businesses while using the platform or in search.
Google also plans to improve the functionality of location search and promoted pins through the use of Beacon technology.
Providing users in Maps with local opportunities will give consumers a better idea of the businesses that are near them, and will give brands a greater opportunity to reach nearby potential customers.
MARKETERS WILL HAVE MORE POSSIBILITIES WITH IMPROVED PAID SEARCH
Google has big plans for Paid Search and the AdWords interface.
First, Google is testing new interface layouts for the AdWords platform, which will make it easier for advertisers to view their top performing campaigns, and to stay on top of budgets, from any device.
By updating the AdWords interface, advertisers can focus more on how to give users exactly what they are searching for, instead of spending time in the platform looking for the metrics they need.
Additionally, Google is going to extend the amount of characters that can be used in text ad headlines and descriptions. This long-awaited decision stemmed from the fact that longer titles and descriptions give advertisers more of a chance to speak about their products and services.
By reading more descriptive ad copy, users in search experiencing a micro-moment will know exactly what a website has to offer through the ad, and will only click if they know that website can provide them an answer.
According to Sridhar Ramaswamy, Senior Vice President of Ads and Commerce at Google, clickthrough rates on text ads improved by 20% in beta testing with longer headlines and descriptions.
With these changes, more quality leads will come through Paid Search ads which benefits a brand, and the user in search will have more answers before clicking to a website.
It’s a win-win for everyone.
Lastly, within Paid Search, bids based on device type will have the ability to be adjusted individually up to 900 percent within a campaign.
Now, based on the audience a brand may want to target, separate bidding strategies can be set individually for mobile, tablet, or desktop.
UPDATES TO THE GOOGLE DISPLAY NETWORK WILL MAKE YOUR LIFE EASIER
The Google Display Network will be updating the look and feel of display ads for users on mobile devices. Display ads will be more visible on a mobile device, with larger images to make it easier for users to interact with ads on these devices.
Native advertising will also be unlocked within the Google Display Network, so the ads will flow more naturally with the environment or website content where they are living.
A higher level of user experience is possible through native advertising for users on a mobile device, and will encourage more engagement from these users.
Brad Bender, Google Vice President of Display and Video Ads explained how programmatic display ads will help to automate the targeting of specific audiences on specific devices that are relevant to a brand.
The Google Display Network also plans to expand their reach to cross-exchange inventory to reach more audiences on additional sites that are not already within the Google network.
Giving consumers what they are searching for during a micro-moment will be easier for advertisers as these new changes take place.
WHEN CAN WE TRY OUT THE NEW CHANGES?
Google executives hinted that these changes will be rolling out through the remainder of 2016 and into early 2017.
Throughout the next year, advertisers and users can look forward to:
- Advertisements through local search and Google Maps
- Improved Google AdWords targeting methods
- Changes to the Google Display Network
Micro-moments are the driving factor behind all of these changes, and Google has a goal to improve how users in search find what they need on any device, at any time.
Do you need help understanding the new changes from Google that will be seen this year? Give us a call today!
About Alex Prestipino
Alex monitors and plans strategies and campaigns surrounding SEO, SEM, social media and analytics for our clients as a Digital Marketing Strategist at Liquid.