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AdWords Is Changing For A 'Mobile First World' And You Should Too

2 mins read

Thanks to mobile technology and fast access to the internet, we’re becoming a ‘mobile-first’ world. For any search query, we can use our smart phones to get the answers. To cater for the increasing trend of mobile users, Google has been introducing multiple mobile friendly updates over the last year and now Google has redesigned their AdWords ads for mobile.

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For the past fifteen years, AdWords has remained mostly the same. But Google has spent the last year redesigning and adapting how AdWords works to help marketers connect with customers on any device.  

They introduced Universal App Campaigns. This gave marketers the opportunity to advertise Android apps across Google Search, Google Play, Youtube, etc. Google has said,


“To date, Universal App Campaigns has delivered more than 2 billion downloads for advertisers.”


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This week Google has announced they are making even more changes to how you can advertise on Google.

AdWords changing for mobile users

Google have made changes to their text and display ads to help improve engagement with mobile users.


This year...

Google removed sidebar ads from their search pages. For desktop users, this was a bit of a shock but you can see the benefits for people searching on mobile devices. The way we search the web has to be mobile friendly. And Google is optimising the way it advertises to cater for the increasing number of mobile users in the world.



The main changes Google has made in their recent AdWords update are:

  • Bigger headlines
  • Longer description text
  • Relevant URL displays

They have shared their current upgrades and revealed what they are going to do later in the year.


Google Adwords changes

Google has said from early testing, some advertisers reported an increase of “clickthrough rates of up to 20%.”


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Responsive and adapting ads

Thanks to the new upgrades in AdWords, display ads will be responsive to all devices.

Adverts will now adapt to the site they are on so they will look like they are a part of the site rather than an obvious advert.

The way you bid is changing too

Google understands that marketers need more flexibility on bids for different devices. So, in the next few months, you will be able to make adjustments to your bids for each device.

  • There will be a wider range to adjust your bids by up to +900%.


New Local Ads

Google will also be introducing new local ads on Google Search and Maps. You will be able to customise your ads depending on the searcher’s location.

We can see how Google is continuing to look at how it can benefit ‘micro-moments’: ‘want to go’, ‘want to buy,’ ‘want to do,’ and ‘want to know.’

Relevant local adverts will receive more benefits by being seen by people nearby. This is also a great way to control the cost of your AdWords spend.  

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Prepare your website for a 'mobile first' world

We cannot deny we are becoming a mobile first world. People rely so much on mobile technology and this trend is only going to continue to grow.

This is why it is so important to have a mobile friendly site. We have a step-by-step guide on how to boost your mobile friendliness.


How to make your site mobile friendly

Along with making sure your site is mobile responsive, there are other factors you need to consider when improving your digital marketing for a mobile first world. Site speed, content layout, image size, font choice... the list continues.


Our SEO cheatsheet details all the important features you need on your site to improve your rankings. And having all these features will benefit your mobile friendliness too. Consider your mobile users. As Google said, 'over half of searches' are made on a mobile device, your site needs to cater for these mobile consumers, otherwise you're going to be left behind...