Brothers Design

Google is Updating AdWords

June 30, 2016 - Posted in Advertising


This post is for everyone that is spending money advertising their business using AdWords. Google is making some pretty significant changes on how it displays paid search ads, and it’s important that you know what those changes are.

Changes are not an uncommon occurrence, with the last round of major edits having taken place in 2013, when Google merged the separate Mobile and Desktop campaigns into one package. Since then Google has been rolling out more and more features aimed at the mobile market, which has been increasing steadily for the past few years (is your site mobile-ready?).

Google will be rolling out the following changes over the next few months, so be sure to check your listing and AdWords back-end from time to time to make sure you stay up-to-date with the latest and greatest tools that are available to you.

1. Your Ads Will Now Be Mobile-Responsive

It used to be a real pain to create different types of ads for each of the various “flavors” of ads that Google allowed you to choose. Tall and thin vs large square versus banner ads–you would usually have to tweak your text or images to suit each style individually. Well now you just input the content you want and sit back as Google automatically rearranges it to fit any of the available ad shapes and sizes.

2. More Text Allowed in AdWords Ads

Headlines are about to be effectively double, with two lines of up-to-30 characters of text (instead of the previous one line of 25 characters), while the text of the ad itself (which appears below the bolded headline text) will increase from 70 characters to 80.

Google says that this increases clicks by as much as 25%, but we’ll see how that translates into real-world results (it’s still up to you to create effective ad copy).

3. Device-Independent Bidding System

You’ll now be able to bid three completely different per-click prices for your ads to be shown depending on the device the user is using at the time (phone, tablet, and desktop/laptop).

4. Your Ads Will Now Show in Google Maps

It was only a matter of time before Google started to better monetize its hugely successful Google Maps platform, and that time has come. Now when you’re scrolling around a map you’ll be propositioned by ads for local places that are advertising on the AdWords network.

We’ll see how well this works out, especially on mobile platforms, since screen real estate is at a premium.

5. Better Measurement of In-store Conversions

Let’s say you have a brick-and-mortar store–for example a flower shop–that you are advertising on Google AdWords. Sure, anything you sell via your website is being tracked (with a proper analytics setup), but what about people who see the ad and then proceed to drive to your store to make the purchase in-person?

It used to be a bit difficult to track such conversions, but now Google says it will be upgrading their features when it comes to this ability by tracking your phone location history anonymously. So if someone clicks on your ad and visits your website, then visits your store a few days later, Google will be able to tell you that the visit was on account of the person seeing the ad online.

6. New AdWords Control Interface

Your administrator back-end screen will be revamped to (hopefully) give you easier, more intuitive access to the new tools and features that AdWords is rolling out. This won’t be until sometime in 2017 though, so no need to get acquainted with a totally new system anytime in the near future.


Well, there you have it folks! Of course, this is just a brief overview of the coming changes. If you’d like an in-depth look at all of the proposed roll-outs to both Google AdWords and Analytics, check out their keynote speech at Google Summit last month (YouTube, 1h03m).

If you have any questions on the upcoming changes, or if you’d like assistance in navigating the world of Google AdWords, just give us a ring.