Since mobile devices arrived on the scene, everyone has been discussing responsive design and mobile-friendly websites. Google has been at the forefront and driving the need for websites to change. Now they have introduced a new way to become responsive in your AdWords advertising!
Google has two main forms of advertising:
- Search Network: Text Ads that appear next to your search results in Google’s Search Engine and Partner Search Sites
- Display Network: Visual Ads that appear on websites and apps on channels including YouTube, Bloggers, Gmail, and Thousands of Partnered Websites
Google recently released new Expanded Text Ads that are more mobile friendly for text only links, but research has found that colored visuals increase people’s willingness to read a piece of content by 80% (HubSpot). If you are only advertising through text ads, you are limiting the effectiveness of your campaign.
To improve your effectiveness, try including more display advertising. When done right, it can significantly improve results. For example, a bakery that began using display ads saw a 35% increase in conversions and a 330% increase in impressions (HubSpot). The display network is incredibly effective particularly with remarketing efforts, but in order to make a good consistent experience on mobile and desktop Google introduced a new ad format in October called Responsive Ads. The new format allows advertisers to upload custom images, brand logos and ad text. This simple template is then used by Google to enter your ad into bidding for a diverse mix of ad sizes and placements across multiple content types and screen sizes (Wordstream)
Need assistance setting up an AdWords campaign using Responsive Ads? The Informatics team is ready to help. Contact Us our Digital Marketing Team today!