In July 2016 Google announced 4 new SEM ad changes that are natural flows to the new mobile centric world we live in.
Well, what's new?
1. Expanded Text Ads
Text ads were very conservative sized ads. Smaller than tweets. We used to have to be wordsmiths to make our ads work. NOW - we have 5 more characters in the headlines area. There is also a new second headline with 30 characters.
The path (url area) is longer and you can choose 2 new 15 character URL paths. You can ad your top keywords here.These words will make the URL look so much more relevant but don't actually change the path
Additionally we are getting 10 more characters in the description field for a total of 80 characters.
The resulting expanded SEM ads are bigger and more compelling. So now SERP results are dynamic across tablet, desktop and mobile. 47% bigger ads!
Action item - Standard ads will be going extinct. You have a few months to get comfortable with the new Expanded SEM ads. In October 2016 (or at least sometime in Q416)... you will no longer be able to create or EDIT old standard ads. Expanded ads will become the norm. This is what we know so far. So you have to start addressing your current ads. Don't pause your currents ads right away, you can use this time as an A/B testing platform. While you are replacing all standard ads with expanded ads, leave the standard ones running.
Ads will appear differently on different devises. Sometimes the headlines will be one line, sometimes two. It depends on the device size that the searcher is using.
2. Enhanced ad bidding
This throw back feature allows us to set bid adjustments by device (again). Tablets with full browsers, Laptops, and Mobile with full browsers. This is NOT your chance to just start bidding on cheaper platforms. Cheaper isn't better. You should be analyzing your results compared to your goals in your Analytics. If you haven't set those up yet, take a peak at this article.
3. Responsive display ads
flash will be gone by 4Q16. this should not be a big surprise. The responsive ads that they build are more robust. you can choose this option if you run Google display ads by clicking on . and you can upload your own image! Yay!
4 Price extensions
All extensions are free in Adwords. You're crazy if you don't take advantage of them. They give you search result space and added value. So you should be using them anyway. Price extensions are an added bonus extension that you can use, similar to shopping ads. A few things to think about... this extension is relevant to tablet and phone only, not desk top (or at least not yet) AND you must be in the top position for your price extension to show. So you have to really pay attention to your keywords, quality score and bid amounts to take advantage of this extension.
All of these features are live and rolling out. If you don't see them yet, hold on... they are coming. Roll out often is like literally watching something roll across the country. Not every spot is hit at once, but it's coming.
As always, feel free to ask us any questions or comment on your experience with this. Join our tribe on Facebook here.
