During the recent Google Performance Summit, Google announced several changes to Adwords.

There was a big emphasis on mobile, and below are the top updates marketers need to know.

New Local Search Ads for Google Maps

After identifying the increased use of Google Maps for location-related searches, especially on mobile, Google has introduced the next generation of local ads to display on Maps.

The new local search ads for Maps are designed to give brands more visibility when users are searching for products and services.

The new format allows brand logos and offers to display on the surface of Maps, and works on desktop, mobile, and search.

Get more out of the Expanded Text Ads (ETA)

AdWords now allows for two headlines with 30 characters each and an 80-character description line. 

Here are my tips to improve ETA performance.

1. Focus on headlines

This is the introduction text of your business ad. It should combine the right keywords & relevant business message. Attention-grabbing headlines easily win clicks by searchers.

2: Use DKI (Dynamic Keyword Insertion)

Although it’s an older practice, using dynamic keywords in ad headlines, display URLs, and descriptions is a useful method when running ads for different services.

3: Use emotional triggers

Using the FOMO elements in ad copy creates a fear of missing out for searchers ,which in turn can increase click-through rates.

New text ads generated after January 31 2017 will use the expanded text ad format, however existing standard text ads will continue to serve past that date.

ABOUT THE AUTHOR
Lucio Ribeiro, is a co-founder and lead strategist of specialised Social Media agency Online Circle Digital where he works with large and medium size brands in developing their digital marketing strategy and execution. He is considered a thought leader on digital marketing authoring articles in digital innovation and social media strategy, speaking at seminars and judging global awards.