Along with Google announcing that mobile search has now passed desktop search in search volume in 1o countries including the US, they came out with some other important updates that will help you use your Google Adwords campaigns to target searchers better. Ginny Marvin wrote a great column over at Search Engine Land going over a lot of the messy details so I’m not going to re-write her good work but will just hit the highlights here. If you want more detail you should definitely check out her article and Google Adwords for more information about how it can specifically help you. Or give us a call. We do this stuff every day.
Google talked about “micro-moments” where you can catch people in the search funnels and has offered some tools and ad display options to help better utilize that concept.
Ad Format Initiatives:
Google is allowing for specially formatted ads to better share the qualities of specific products and services. They have announced special ad formats specifically for auto sales, hotels, and mortgages.
Google has added new reporting functionality around attribution and bidding formats at a more granular level with these “micro-moments” in your sales funnel.
Google has better tools for automatic bidding and dynamic search ads available.
It should be pointed out that some of the advancements that Google announced last year still haven’t made their way to all users so you may not be able to see and use this stuff immediately, but it is out there.