‘Change is the name of the game’ and who can advocate this more than Google? They have played a major role in the rapidly evolving world of online marketing and advertising with their regular innovations and strategic thought leadership.
Google has earned the majority of the global market share [72.48%] by constantly updating and innovating their solutions and services.
As a continuation of this process of constant evolution, Google rolled out new AdWords updates that are likely to impact your advertising ROI in a positive manner:
- Expanded Ad Format
- Bidding Metrics – Conversions and Converted Clicks
1. Expanded Ad Format
This next generation text ad is devised to help advertisers reach out to the current mobile-savvy users in an efficient and effective manner. Two times bigger than the standard ad, this new format provides advertisers with a bigger headline and longer description, giving them an opportunity to improve their ad performance and presence across devices.
The best part of this new format is that these ads will wrap automatically based on the device size. Additionally, the expanded text ads are available on Google Search Network as well as Google Display Network.
This is one of the biggest changes in the ad format since AdWords was launched. Here are some of the significant features:
- Two fields for headline with a character count of 30 characters each
- Description field is expanded up to 80 characters
- Ability to use final URL’s domain in the display URL
- Display URL of the ad can use two optional path fields of 15 characters each
Make the changes now as you’ll no longer be able to create or edit standard text ads after October 26th, 2016
2. Conversions and Converted Clicks
Google AdWords uses the basic bidding metrics to measure your ad conversions. Converted clicks is a metric that counts the number of clicks leading to one or more conversions. For example, if one customer clicks on your ad and then completes two conversions, converted clicks will consider it as one click.
On the other hand, conversions are the recommended metric for bidding and reporting, as this gives you a clearer picture of how many conversions you have from AdWords. With this bid metric, you have the option to include cross-device conversions and factor them into your automated bid strategy.
Starting in September, Google will remove converted clicks as a conversion bid metric and later will remove this from reporting as well. So, all accounts need to change their bid metrics to conversions and if you have not done it yet, you will find it automatically migrated to conversions.
Here’s a comparison of the metrics that will give you more clarity on the impending change.
|Select which conversion actions to include||Yes||No|
|Segment by conversion name or conversion category||Yes||No|
|Count multiple conversions generated from a click||Yes||No|
|Select an attribution model||Yes||No|
|Specify a value for conversions||Yes||No|
With so many swift changes in the online advertising world, you need to be updated to beat the competition and win the game. Stay tuned to get the latest from the digital marketing world!