Google has announced major changes coming to AdWords.

At Google’s Performance Summit, the name coined for the combined AdWords and Analytics launch event, Google announced that a few changes will be made. The changes for AdWords range from expanding texts ads, to demographic targeting, to device bidding. With all the changes being made, you have to know what this means for you as an advertiser and how to stop on top of your game.

What changes can we expect?

Expanded Text Ads

Previously, Google’s had a 25-35-35-character ad format. Now, there will be a 30-30-80-character format, with the first two lines displaying as a double headline.

Demographic Targeting

Google will now let advertisers use their data to target.

Device Bidding

A computer doesn’t have to be your primary device anymore. You will now be able to set a bid for a different primary device, such as a mobile device, and keep making adjustments for it to work on other devices.

Promoted Pins

Promoted pins will improve the way you consumers are connected to your business.

Measuring Store Clicks

There will be more data for your business based on ad clicks.

The Tips and Tricks

1. Test Longer Headlines and Your Creativity

You have more characters for your ads now. This means more room for creativity! Maybe you’ll be able to use that extra word you wanted to add a little spice to your ad now. Also remember that practice makes perfect. Be sure to test longer headlines now, so you are fully prepared to the change.

2. Test A Large Audience First

Though you will now be able to target a specific audience, don’t do it right away. Add all audiences, at first, and then analyze the data you find to specify your audience.

3. Use What Works Best

Does your ad get more clicks on an iPad than on a desktop? Then make tablets the primary device for your campaign! Now you have the ability to set a different primary device for your campaign based on what you want.

4. Make Sure Everything Is Updated

It is important now more than ever for your business’s Google My Business profile to be up to date and in order. Promoted pins rely highly on your business’s feeds. The more accurate yours is, the easier it will be for your consumers to find you.

5. Don’t Rely On Getting Data One Way

Though the last-click attribution method is popular, it is not always reliable. You can’t be 100 percent sure whether the conversation was made with the first click or the last click. Choose an attribution model that looks at more than the last click.

Finally

There are pros and cons to every update. You have to be prepared how to handle the good, the bad and the ugly.

Do you need help improving your AdWords campaign? The Google AdWords certified specialists at Kraus Marketing can help you save money and improve campaign performance. Contact us today at 973.998.5742 to learn more about our PPC Services or any of our other digital marketing services, visit us online at www.krausmarketing.com.