Google Ads Sets New Standards for B2B Ad Targeting
Available today, there are a number of important innovations in the world of Google Ads which take B2B marketing to a new level. We’ve taken the time to summarise the top three in this short article.
1) Device-Specific Bidding
Mobile has, of course, really come into its own over the last few years and to maximise the power of paid search Google has introduced a completely new bidding strategy, allowing advertisers to control the amount of money they spend to advertise on specific devices – such as mobile, tablet or desktop computers.
Device-specific bidding (or device bid adjustments as it is more commonly known) will provide “better targeting and improved optimisation for advertisers”. The new feature also works in unison with existing bid modification options such as time-of-day, audience type and user location modifiers.
With device-specific bidding in play it will now be possible to target ads at users who are on a specific device, in a specific location, at a time of your choosing.
2) Expanded Text Ads
Following improvements to the Google Ads search experience earlier in 2016 with the removal of side-bar ads from the right of the search results pages, the door was opened to improving the whole Google Ads experience. This now includes Expanded Text Ads (ETAs) that are optimised for the screen sizes of the most widely used smart phones.
ETAs feature two headlines of 30 characters each as well as one longer, 80-character description line – that means 50% more ad text for advertisers to promote their services and products.
If there was ever a time to try expanded text ads, it is right now – especially as it’s the time of year when consumers are spending more as the new school year begins and the end of summer is always a time for end-of-season bargain hunters.
3) Responsive Ads for Display
Responsive ads for display have been created to help advertisers adapt their adverts to the many different mobile formats and screen sizes.
Consistency is the key when it comes to advertising across different display platforms, and Google’s new tool will automatically build ads that fit seamlessly into more than two million apps and websites on the Google Display Network (GDN). They can also match the look of the web or app that is being used.
But do they work? Well, one fashion retailer has already reported a 56% higher conversion rate from responsive display ads on the GDN, as well as a 55% fall in Cost Per Action (CPA) from the same channel!
Overall, these developments provide advertisers with the opportunity for more precise, fully optimised interaction with customers that can be more easily managed.