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Google AdWords changes guide

Google has announced a complete overhaul to its AdWords offering. Changes have recently come into effect that may already have affected your current advertising.

Why are they changing?

It’s because Google is playing to where the searchers are. At least 50% of Google searches are now done on mobile devices, so these changes allow ads to have more impact in search results on smaller screens.

The new changes include:

  •  50% increase in the size of the adverts – and it looks like the bigger sizes has a really positive effect on clickthrough rates. New ads replace the 25-35-35 character limits with 30-30-80, giving you more opportunity to sell.
  • Display URLs are now automatically extracted from your final URL and you can customise the URL to make it relevant.
  • New ways to set click bidding – you will be able to set separate bid limits across multiple devices for the same advert. This means you can target people who search on specific devices and make your bids more accurate.

Do I need to do anything?

Yes – you’ll need to restructure your existing adverts to make the most of the new display size and character limit. If you don’t, your ads will quickly look outdated and searchers will ignore them and click through elsewhere.

Our advice is to completely re-write each of your ads, rather than just adding in some extra characters and keywords. In fact, this is a great opportunity to assess your current adverts and see if they are working hard enough for you. Google is leaving some time for advertisers to test the new style of ads against their existing ones, but eventually, the old version will be phased out, so you need to be ready to go with compelling, targeted adverts that attract the right attention.

Equally, now is a good time to revisit your analytics and get a really clear idea of who is responding to your adverts, what device they are using and whether you are converting them to profitable business. Do fresh research on how the majority of your target audience searches online so that you can focus your advertising and your bids on the right people every time.

How Be Bold can help

We have extensive experience managing Google AdWords and we are up-to-date with the latest changes, how to manage them and how to make sure you don’t lose sales leads from your campaigns.

To find out more about these changes, how they might impact you and how you can stay ahead of the game, just email us today contact@bebold.co.uk.