Google Is Increasing Ad Sizes and Placements: What You Need to Know

Google ads are evolving to adapt to an increasingly mobile world. Later this year, Google will roll out significantly larger ad sizes and begin showing ads in new locations. As one of the largest changes to GoogleAds in over 15 years, advertisers need to understand how these updates could impact their campaigns.

This guide provides a comprehensive overview of Google’s upcoming ad updates and recommendations for preparation. We’ll explore the changes in detail, their implications for advertisers, and steps to optimise. By the end, you’ll have a solid grasp of how to leverage the new opportunities these updates provide.

Let’s get started!

Bigger Ad Sizes are Coming

Google’s current ad formats top out at 25 characters for headlines and 70 characters for descriptions. With the upcoming changes, advertisers will have:

• Headlines up to 60 characters, split across two lines
• Descriptions up to 80 characters

This doubles the existing character limits. The larger sizes aim to improve ad visibility and click-through rates (CTRs) on mobile, where space is limited.

Google tested larger formats through experiments and found them 30–50% more effective than standard sizes. Larger ads can:

• Display more context about offers
• Highlight unique value propositions
• Increase branding opportunities

However, longer text also risks ad irrelevance if not carefully crafted. The key is focusing on the target customer’s goals to increase ad relevance as sizes grow.

Additional Ad Locations

In addition to larger sizes, Google ads will appear in new locations:

• Location-based results: ads for local businesses will fill maps and local search results for related queries like “auto repair near me.”. These prominent placements provide major opportunities for local advertisers.
• Promoted location pins: Businesses like coffee shops, gas stations, and restaurants may see pins promoted directly within Google Maps as users search nearby. This places local listings in a very discoverable context.
• Image-focused displays: Instead of text-only ads, advertisers can now provide images to help ads stand out. Google will design display ads from the provided headlines, descriptions, images, and URLs.

These placement updates aim to connect searchers with relevant local businesses as search habits evolve. Location-based search and map usage are growing quickly, so being visible in these new contexts is crucial.

Why is Google making these changes?

With search shifting to mobile, Google faces slowing ad revenue growth. EMarketer forecasts only 9% growth in 2018, down from 15% the prior year.

Mobile search opens new opportunities but also poses challenges. Mobile ads currently return less revenue than desktop ads. The formats were often too small to clearly communicate offers.

By optimising ads for mobile through larger sizes and new placements, Google hopes to:

• Improved ad performance and click-through rates
• Encourage more spending through better results
• Offset declining desktop search usage

It’s a strategic effort to bolster revenues as search habits change across different devices and contexts. For advertisers, leveraging the upgrades can boost visibility and drive more conversions.

Recommendations for Advertisers

To take advantage of Google’s updates, advertisers should:

Audit Ad Groups and Keywords

Review long-tail keywords to add relevant new opportunities in local search and maps. Consider new ad group structures to separate local opportunities.

Optimise Ad Copy for Larger Sizes

Rewrite headlines and descriptions to clearly communicate value in 2 lines/80 characters without being irrelevant. Test different lengths.

Prepare New Visual Assets

Develop high-quality images that summarise your offer to engage users browsing display placements. Leverage visuals strategically.

Monitor Performance Closely

When changes launch, watch new and existing ad segments carefully to identify top-performing formats and locations. Optimise budgets based on learning.

Consider Expanding to New Channels

As Google directs more users to local businesses online, consider reinforcing presence across maps, search, and directories like Yelp to build discoverability.

Advertisers can ensure that more customers see their ads and generate more qualified leads once updates go live by proactively optimising for the format and location changes now. Let me know if you need help assessing your campaign’s preparation.

Key Takeaways

To summarise, the main points are:

• Google is introducing significantly larger ad sizes and new placement locations later this year
• Headlines can be 60 characters, descriptions 80, to better communicate on mobile
• Ads will appear in location-centric searches and maps to reach local customers
• The goal is to boost revenues as search shifts more to mobile globally
• Advertisers should audit keywords, optimise longer ad text, and polish visual creative assets
• Carefully monitor campaign performance after changes to identify top opportunities
• Consider expanding presence on channels like maps and directories for local exposure

By taking a proactive approach now, businesses can maximise the benefits once Google rolls out its biggest ad format changes in over 15 years. Get in touch if you need help optimising your campaigns.

FAQs

When will the changes launch?

Google has stated the changes will go live later in 2018 but has not provided a firm date yet. Most speculate a Q4 rollout.

Do the changes only impact pay-per-click ads?

No, the format upgrades apply to all of Google’s ad placements, including search, display, and shopping campaigns. However, location-based results are focused on local ads.

Will ad prices increase with the larger sizes?

Google has not indicated prices will change directly due to sizes. However, if ads drive better performance and increased traffic, bid prices may rise over time based on improved results for advertisers.

How should local business owners prepare?

Local advertisers should focus keywords on relevant city/area geo terms, optimise with local business details, develop standout images highlighting their location, and consider sites like Google My Business for local profiles.

Do I need new creative assets just for Google?

While Google’s changes are significant, optimised assets like images and strengthened value propositions can benefit campaigns on Google as well as other channels that also continue expanding formats. The key is communicating clearly with customers.

What performance metrics should I track after changes?

Especially monitor CTR, impressions, spend, and conversions/actions for new vs. existing ad groups and locations. Also, watch interaction metrics like on-site time, if applicable, to spot formats that resonate best. This insight helps optimise budgets for top formats over time.