With all the hoopla around Facebook and their ad revenue lately, AdWords has become a bit of a forgotten PPC strategy. At Stryve, we believe AdWords has never been better. Yes, PPC costs have increased. But nothing beats the power of matching results with search intent - it's the quickest and cheapest way to conversion, aside from SEO of course. Nothing beats the Zero Moment of Truth.
So what has been Google been up to lately with AdWords? Here are two recent AdWords features that every PPC advertiser should be aware of.
1. Expanded Text Ads
In early June, Google announced expanded text ads, doubling its ad text limits. These expanded text ads enable you to be more creative and descriptive with your advertising - something may users have been longing for. There's more room in the headline and description to talk about your product and service.
Digital ads need to give more room for creativity to advertisers - we're not programmers, we're creatives first. Expanded text Ads are a good start.
Expanded Text Ads - Before & After
2. Next Generation of Local Search Ads
Google has offered ads in Maps since 2013, but they're now taking things to the next level. The search giant will soon begin experimenting with promoted pins in Maps. Now, when a customer's searching for a location or business type in your map, a promoted pin with your logo will show up.
This could be a game-changer in local advertising. Small businesses that have typically had to compete with big radio budgets or national campaigns can now allocate dollars to showing up at the moment of search intent.
You'll also be able to display coupons and even local inventory. If you're a local business, this is a must-have.
Google Promoted Pins
While some of the newer and more popular platforms get the most coverage, AdWords continues to grow and innovate and offer new tools and options. And AdWords remains highly effective. It pays to be keeping an eye on what Google's doing with their search advertising products.