Today’s post will be coverage of MobileMonkey’s Larry Kim’s webinar on Google’s announcements yesterday on changes to AdWords. He gave us a sneak-peek yesterday and there’s a lot going on so let’s get going. There are 5 key changes.
He begins by noting that desktop clicks are being stolen by mobile clicks. Desktop is in the rear view mirror and mobile converts differently. One key difference is that mobile converts in stores not online.
His second epiphany is that mobile needs different formats.
His third epiphany is that Facebook is killing it for demographic targeting. He covered a lot of it’s advantages last week at Conversion Conference.
His last epiphany is that companies need to completely rethink their bidding strategy on mobile.
We Need New Strategies
Google has just announced some new changes to AdWords to accommodate this. Here are 5 of them that will be unrolling within the next 3 to 5 months (some available in beta now):
Weapon #5 – Ads on Google Maps
- There are over a billion users of Google Maps and location searches are growing at 50% faster than mobile searches.
- Until now ads on desktop have been adjacent to the map but ads within the map will be rolling out.
- Ad pins will be colored (and branded) and embedded within the map.
- You will also be able to highlight relevant promotions and local inventory.
One of the questions that came up was what ads to show. The answer is that they’re using user context signals (past browsing, interests, time of day, etc.) to show what you’re likely wanting. They can also use your route to show different ads at different points in a trip.
Weapon #4 – In-Store Conversions
- Google has been working to measure the 90% of mobile searches that result in an in-store conversion. To solve this they have mapped millions of different stores and their locations and use that to determine a conversion within 99% accuracy over billions of transactions. They called visitors to confirm accuracy.
- “Visit your business” will be a new goal type.
Weapon #3 – Rethinking Keyword Bid Management
- In 2013 they added bid multipliers for devices. People soured on mobile and desktop segmentation without tablet bids.
- Google will be adding full control of device bidding by desktops, mobile with full browsers and tablets with full browsers.
Weapon #2 – New Ad Formats
- Google has announced expanded text ads. They have doubled the size of the available headline allowing a lot more “pitch” real estate.
- There are now 2 headline entry fields.
- This is producing a 20% increase in clicks.
- Mobile display ads are new. They fit any display type.
Weapon #1 – Audience Targets
- RLSA (Remarketing List For Search Ads) – you can target people who searched specific terms and who also visited your site.
- 3X engagement rates, 1/3 cost per click, 3X conversions rates. That’s a huge cost-per-conversion reduction in the cost to acquire that user.
- To address the reduced impressions Google announced the launch of “Similar Audiences For RLSA” which will add to your remarketing list people who “should visit your site but haven’t yet”.
- Coming soon is demographic targeting for search. They didn’t talk much about it but they are looking at age-based targeting, gender, income, etc. I personally have a hunch they’ll use other search and location signals to fill in the gaps on likely demographics when they lack enough specific information.
Additional News
- New interface coming in 2017.
- Dimensions tab seems to be being eliminated with it’s reports moved to the main reporting area.
- Devices and location data brought to the forefront.
- New campaign creation window that gears to a wizard feel if you don’t know what you’re doing.
- Machine learning added to analytics. You can use voice commands to ask questions and get data by asking questions like, “what were my top selling products in April?”
What Does It Mean?
- It’s a mobile first world.
- Google is adding tons of new gear for mobile missions.
- Marketers who are quick will have a massive advantage.
The Webinar
If you missed the webinar there’s some great information in there. Fortunately you can watch it here: