Big Changes Coming To AdWords. Here's The Rundown From GPS 2016

The industry has noticed a large spike in mobile traffic, especially so over the last year and it’s easy to see why; mobile phones are on your person almost always and they do everything a computer can do, plus more. Gone are the days where you would need a desktop computer to purchase an item online or make a booking. Retailers and businesses alike are starting to see just how important mobile phones are to their advertising. As a result, we have noticed a wide spread scrambling from these businesses to get their online presence up to date. Google have long been advocating this idea and their recent changes around mobile phone bidding are set to change the way marketers and business owners present their offerings going forward.

For those of you not familiar with AdWords bidding; prior to Google’s latest update, your budget associated with your AdWords campaign was split across your ad group based on traffic. Each device utilized for a campaign would receive its fair share of traffic come through but the bidding allocation as a percentage of dollar figure has always been the same for computer, mobile, and tablet. Many were unhappy with this and rightfully so; different industries have experienced drastically different results across the range of devices available simply down to their customer demographic.

In 2015, Google suggested that mobile phone searches had eclipsed all other devices in terms of search volume on a whole. Google compiles over a trillion searches a year giving you an idea on just how many people are using their phones as a search tool these days. With numbers like this, it’s easy to see why Google have brought about this change. Giving AdWords users the flexibility to tailor their bidding strategy is going to be beneficial for two main reasons; one, it allows for customers to pick their poison and reduce spending in areas that aren’t providing the same ROI. Two; mobile bidding adjustments are going to allow marketers to make mobile the focal point of their campaigns which is something you can expect to start seeing more often.

As you can see from this image; actions like booking a hotel, which were once limited to users on a desktop, are now a lot easier on mobile phone.

These changes have been welcomed in with open arms in the marketing community as one could imagine. You can generally rely on Google to be at the forefront of innovation and the latest Performance Summit is a testament to this. These changes will only strengthen the AdWords platform and bring about an even larger amount of control to digital marketing. It’s easy to see why the likes of Bing and other search engines struggle to compete in the space of online advertising and that doesn’t look set to change anytime soon.

If you wanted to see more on the conference including other updates, a video of the conference is embedded below.

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