Mobile search has overtaken desktop search and Google will be launching a collection of new products for AdWords customers that will reflect this shift in demographics.
Jerry Dischler, the vice-president of product management for Google, said that search is now influenced by a few specific moments – “I want to know”, “I want to go” and “I want to buy”. He explained that marketers who understand those moments and those consumer needs will find it easier to reach the customers they are interested in.
Dischler explained that there are billions of searches performed every day and that web users watch billions of hours of video, but what really matters is those know, go and buy moments. In those moments, it doesn’t matter who the searcher is – their intent is the thing that should be marketed to.
To help marketers take advantage of those moments, Google has announced plans to launch several new AdWords products, and will be rolling out even more over the next few months. They include dynamic, image heavy ads for Hotels and Automotive categories, which will be similar to the existing shopping ads, and will provide users with detailed information about the products if they swipe or tap on the ad. Users will also be able to book hotel rooms using the “book” call to action button.
Another interesting feature is Google Compare. The tool already allows users to compare insurance prices, and it will soon be expanded to include mortgage price comparison too. Users will be able to enter information about their circumstances and preferences, and then compare rates across several lenders, being shown the current rates and prices, and getting information about the ramifications of any choices that they make.
To make life easier for advertisers, Google will redesign the Dynamic Search Ads system. The redesigned product will crawl sites and organise them into different categories, then suggest CPCs for each category. Image resizing will be simplified and the new system will have automated bidding and a new reporting dashboard, so that marketers and advertisers will have more control and will be more easily able to access information about their bid strategies and how they perform. They will also be offering new attribution models to make it easier for advertisers to track the incremental impact of advertisements, encouraging webmasters to look at their conversions more deeply than the “last click” model.