As technology continues to develop it is clear in which direction it is going – we’re going mobile. This isn’t new news per se – we all know that more and more people are completing their daily online tasks on their mobile device; whether it’s shopping, browsing, communicating or doing business. Now Google AdWords has put systems in place to accommodate this. This isn’t the first time that Google has changed its layout to ensure consistency across most devices. Earlier this year Google removed the ads on the right hand side of search results to ensure that the results were the same, both on desktop, and across smartphone’s and tablets.


AdWord headlines – allowing for more info

Currently the format for advert titles on Google AdWord search results have a 25-character headline, and two 35-character description lines. This is set to change significantly and allow advertisers to include much more information to their adverts. Main headings of ads will now allow two 30 character lines, and longer descriptions will be one 80-character line. This change is said to allow mobile users to see a more in depth description of what the website has to offer before they click on it. This change has also reported a 20% increase in click through rates during early testing. This means that companies that invest in Google Adwords get more of a return for their money given the further information that they are now able to add.


Responsive display ads – improving consistency

A problem that marketers often face is getting their content to appear visually consistent across the millions of display platforms that are used by consumers. Google’s latest development ‘Responsive Ads for Display’ will now allow ads to be developed without this concern. All the ads will need is a headline, a description, an image and a URL for Google to design the ad automatically, tailored to each device.


Device specific AdWords – stretching budgets

Adwords will now allow advertisers to set daily budgets for each individual device type. For example, this means that if most success comes through mobile searches the business can use their budget predominantly to feature on mobile search results on Adwords, meaning their budget can stretch much further.


Location related searches – finding business with ease

Location-based searches are growing 50% faster than any other mobile searches.  Google will now make it possible for AdWords to provide users with results of physical stores near them, and then link this with Google maps. This will make it easier for people to find the businesses they are looking for and physically lead them to it.


All of these changes accommodate the patterned behaviors of mobile users and makes it easier for them. It is now up to businesses to use these changes to their advantage and ensure that all searches relevant to them return with more detailed and precise information that will likely convert in a call to action.