Of course, paid ads need to adapt to the mobile-first world too, and today Google has announced some new and interesting changes to AdWords, rolling out over the next few months, that PPC marketers need to know about.
Clicking on that logo leads to this mobile local inventory ad format:
Why the Focus on Google Maps?
Ads show based on queries, but Google is also looking at several other context signals similar to display advertising , such as personal browsing history, similar users, time of day, interests, and behaviors.
Soon in-store conversions will become more widely available to more types of businesses, which is critical considering 90 percent of sales will happen in stores, as opposed to online.
As an example, Google cited Nissan UK, which discovered 6 percent of people who clicked on ads went to the dealership, resulting in 25x ROI.
Changes to Device Bidding
Finally, some changes are coming to the AdWords bidding process.