CHANGING THE LOOK OF ADWORDS: GOOGLE IS AT IT AGAIN |
Posted: April 30, 2016 |
They do browser updates and create new extensions all the time. They even change that little piece of art you see when you open the search page, so it corresponds to current events. One thing that always seems to fall by the wayside, though, is Adwords. It’s been almost a decade since Google did any major work to their online advertising platform, but the time has come. What can we expect from the newest version of Adwords? Why Now? In all fairness, Google has been making little improvements here or there over the years to Adwords. In 2011, they announced the addition of Dynamic Search Ads, for example. Apparently that was the start of their redesign project for this marketing asset. What we are seeing now is the beginning of the end of that process. The new interface takes into account the changes in the way people search. The days of sitting in front of a computer and using Google to find stuff are gone. The modern end-user relies on at least one mobile device for searches and conducts them in short bursts that Google calls micro-moments. • Sitting in the car • Standing in line at the grocery store • Eating at a restaurant • Taking a break at work Consumers have different expectations of ads, as well. They look for them to be relevant and helpful instead of random and cluttered. They need to have useful information, like directions and phone numbers right up front where they can put them to use. Adwords Reimagined The imagineers at Google are not just thinking about how people do things today, either. They are looking to create an advertising platform that can withstand the next 15 years with little more than the occasional tweak. To envision the changes necessary, company representatives met with advertisers from all over the world to get feedback. This is what they found: • Adwords should be about the business more than a specific product. • Successful campaigns provide critical data that is actionable. • The Adwords interface needs to be simple, yet powerful. Translated into language we marketers can understand, this means: • A focus on objectives instead of products or service features – you will use ads to tell potential leads why you are the business they need instead of telling them what you sell. • Simpler layouts that offer the data people look for instead of making them click five different ways just to get a phone number. • A more intuitive platform with less clutter and sleeker, cleaner feel The new Adwords relies on “Material Design” to make creating your campaigns easier. It will use a visual language, such as eye-catching backgrounds and engaging icons, along with innovative technology to give ads a bolder style that reinforces the business and makes it stand out as an industry leader. We still have a little wait before the new Adwords goes live. Google anticipates introducing the upgrade towards the end of 2017. Now is the time to start coming up with design layouts that fit that vision and we can help. To learn more about material design and digital marketing agency contact Mediaboom today. Resource By : http://mediaboom.com/news/changing-the-look-of-adwords-google-is-at-it-again
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