For those who are using Google AdWords to generate traffic for their site, the tech giant has recently made two important announcements. First, it is retiring an AdWords metric that has been around for the last 15 years. Second, Google has made three updates designed to help businesses and advertisers generate more profits amid the growing number of people who are accessing the Internet through mobile devices.
Google Says Goodbye to Converted Clicks
Google recently announced that converted clicks will no longer be in use on September 21, 2016. According to the tech giant, converted clicks, which have been around since 2001, are being retired because they are now an “outdated metric.” As part of the update, the data in the “Conversions” column will now become the default method of measuring actions taken by a visitor on your site after clicking one of your ads.
According to Google, “Conversions” provides a more efficient way for advertisers to determine the performance of their ads. It offers everything “Converted clicks” can provide plus the ability to measure mobile-centric actions, cross device conversions, and store visits.
Google Launches Highly Anticipated AdWords Updates
As promised earlier, the tech giant officially introduced three new updates that will further improve the usability of AdWords.
- Expanded Text Ads
With the expanded text ads, advertisers can create longer texts for their AdWords ads. They can now create ads with two headlines of 30 characters each and an 80-character description. Compared to standard text ads, which will be phased out on October 26, the expanded text ads are 50% bigger in size. What’s more, they automatically adjust to the screen size of the device they are being viewed on since they are optimised for mobile devices.
- Responsive display ads
This new ad unit has 25-character and 90-character headlines and a 90-character description or body. It also allows you to attach an image and your site’s URL. Upon providing a piece of information a user needs, Google will create the ads that fit seamlessly across Google Display Network.
- Device Bidding
With device bidding, advertisers and businesses now have the freedom to set individual device bid adjustments specific to a particular device, whether on a smartphone, computer, or tablet. Google also announced that it will roll out an update that will allow advertisers to set CPA goals specific to each mobile device in the following weeks.
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