Its ads might be annoying, they might even be creepy, but Google has used its Performance Summit for AdWords and Analytics customers today to outline a number of key changes that could be pretty important to your business.
The stats alone are pretty phenomenal:
– There are now “trillions of searches on Google” every year and “over half of those searches happen on mobile”
– More than half of all web traffic on Google now comes from smartphones and tablets
Remember the world before smartphones? Me neither.
Google says local searches (for obvious reason) are growing 50 per cent faster than other mobile search activity, now making up a third of all mobile queries.
Introducing the “next generation of local search ads” Google says it will offer:
– Promoted, branded pins and promoted locations on Maps
– Paid ads on Google Maps and Google.com to drive people to local stores – already its ‘Store Visits’ metric has measured 1bn visits in two years, but has to date mainly focused on bigger shops
– Better customisation of local pages, including an inventory feed if your page is linked to Google, plus the ability to offer promotions to people nearby
– AdWords bidding that’s (finally) more specific to different devices, that’s mobile, desktop and tablet
– The bitter end of right-hand ads on desktop, already tested over the last few months
– Expanded text ads optimised for “the most popular smartphones”, including longer headlines and more room for description
Nobody wants to sell their business to Google, but your customers have already sold their souls. So make sure you memorise the above before it falls off the search rankings again.
We watched the event so you didn’t have to. But if you’re keen…
Once you’ve finished that, you can follow the latest from the French investigation into Google’s tax affairs in the country.
The crown might slip from today’s undisputed digital advertising king quicker than you can say: “shall we run a display campaign too?”.