Here is a short summary of all of the changes that are coming our way and how your brand or business can keep up.
Mobile, mobile, mobile and oh, did we mention mobile?
It's no surprise that mobile is a game changer, we have finally surpassed the tipping point and there are now more searches on mobile devices than on desktops.
During the Summit Google hit on some important truths. Brands need to be aware that it's about moments that matter, for most of us our phones are the first thing we pick up in the morning and the last thing we put down at night. As marketers we need to understand that during this time there are some moments where it's extremely important to be visible and a part of the conversation.
We have an opportunity to reach consumers when they "want to know", "want to go", "want to do" and "want to buy". Recognising this shift, Google will soon allow you to place individual bid adjustments for each device as well as a host of changes to give marketers more contextual control.
50% more ad text
We know that longer text ads perform better on mobile, mainly due to the fact that longer headlines provide more detail to be able to inform consumers. Ads will soon be made up of two 30 character headlines and an expanded description of up to 80 characters.
Display ads will be easier than ever
You may have experienced the pain of having to upload various ad sizes to meet the long list of Google Display Network placements. This process will soon be much easier and in future you will only need to submit an a headline, description, image and URL and Google will magically create responsive ads just for you.
Location- Based Changes
Location extensions will be much richer and will be shown on google.com, Google Maps and the App. We'll also have the ability to run promoted pins that users can see when navigating in those environments.
New Display Advertising Offering
Similar to Facebook lookalike audiences, remarketing lists for search ads will allow advertisers to target users who have already been to your site. Using similar audiences for search you'll be able to create a custom list of users who have not yet been to your site but have similar interests to those that have.
What does this mean for you?
These changes may still be a while away (most likely early next year) but it's time to start to think about how you reach customers across mobile devices, the context and how you can speak to consumers in "moments that matter".