Google's initial
announcement and change to PPC ads in March 2016 removed the right rail of ads
from search engine results and increased the amount of ads in the top position
to 4. We saw an increase in cost as more people competed for the top 4 positions
of search engine results.
Another announcement was
made during the Google Performance Summit In June 2016. It was
announced that PPC ads will increase in size. Here is how the PPC ads
will change later this year:
Figure
1: Extended Ads Explained
What should you do to
prepare for this change?
In the next few month
you should start writing extended ads to be ready for the switch over. You want
to take full advantage of this change as extended ads means more ad real
estate. More ad real estate will mean higher Click-Through Rates and ultimately
lower Cost Per Click.
Does this affect all
devices?
For now we anticipate
that the extended ads will be for desktop only. Mobile ads already have a
different ad type as advertisers are already able to customize mobile PPC ads
to mobile devices.
Tablet Modifier TBD
It is also worth
mentioning that Google will be allowing marketers to make bid changes to tablet
devices. In the past advertisers had to lump in tablet bids with desktop bids.
Now advertisers will have the freedom to pick a percentage of the primary desktop
bid and increase or decrease bids on both Mobile and Tablet.
Figure
2: Mobile and Tablet Modifier
The mobile modifier is
available to be set to -100%, which means ads are not shown to mobile devices,
all the way up to +300%. +300% would raise a $1 bid $4.
Bing Ads to Follow Suit
It was announced last
week that Bing Ads will support the new Google extended Ads. Here is what the
Bing PPC interface will look like with extended ads:
Figure
3: Bing Interface with Extended Ads
