In September 2018, Google made changes to the way your ads appear in placements.
Starting in September 2018, Google is simplifying targeting and exclusion controls for Google Display Network ads on mobile devices in order to make it easier to reach the growing base of mobile users. As a result of these changes, you may see a significant increase in mobile apps or mobile web traffic (depending on your current settings).
“significant increase in mobile apps” is the part for concern for ourselves. Google places ads in mobile apps and games and it’s switched on by default, even if you had previously excluded it. Mobile apps can be the source of poor quality traffic, resulting from kids playing on apps or accidental clicks. Personally, unless I’m convinced, I’d rather block our ads from showing here.
How To Exclude App Placements
For campaigns that targeted different kinds of mobile and tablet traffic, you can update your device targeting by following these steps:
- Using the new AdWords interface, visit your campaign settings.
- Click Additional settings.
- Click Devices.
- Click Set specific targeting for devices.
- Select the device settings that apply to you:
- Click Save
You may wish to check all of your other campaigns and accounts. We would also recommend closely monitoring the performance of your campaigns following these edits.
Google have caught advertisers unaware with these changes as they have effectively overridden legacy exclusions meaning your ads are showing and costing more than previously but using the new settings means you can still exercise some control.
Google has been testing different search results pages and have this week rolled this out the changes which may make a significant impact.
What has changed:
- 4 paid AdWords ads at the top of the page (previously 1-3) – there is now more opportunity to show ad extensions in the 3 and 4th positions such as site-links and snippets
- The Ads down the right hand side of the page have disappeared completely
- Organic search results have been pushed down the results page further
The winners are the advertisers who have ads in positions 1-4. The losers are advertisers in positions 5+ as these will now be shown on the bottom of the page or even page 2. The other losers are organic SEO results as organic results now make up a minority (36.4%) of the search results.
We always recommend using several streams of traffic for your website rather than being over dependent on AdWords or organic Google results. For AdWords advertisers, according to recent data, position #3 has seen the biggest increase this week with a 15% increase in click-throughs and with our clients AdWords, we are positioning ads at position #3 and would suggest as a good tactic to follow if managing your own.
Costs haven’t inflated for positions 1-4 yet, however there’s likely to be a lot of jostling for position when advertisers realise what’s happened so we’d recommend keeping a close eye on positions of ads and traffic.
My thoughts are that contrary to some reports, its not time to panic as we’ve seen several changes before. We’re a little disappointed that this wasn’t communicated to Google Partners and that Google has become even more ‘pay to play’ with prominent results dominated by those with the largest budgets. However, if you’re starting to get fed-up with Google, there’s a lot of chatter about a search engine that doesn’t track you.
If you have any queries, please do not hesitate to get in touch.
We were absolutely delighted to get these figures in last week. We were called in to work with a national retailer recently in order to improve sales from its E-Commerce website and a Google AdWords campaign.
A Reduction Of AdWords Costs By 32.63% Whilst Revenue Increased By Nearly 40%
At Crescent Digital, we are bordering on being obsessed with the conversion rates of our clients websites. Many times, clients will approach us about their under-performing websites, thinking that SEO is the answer, but commonly, we see that some sites are receiving a great amount of traffic, but the visitor numbers are not converting into goals (E-Commerce revenue, leads, etc).
In this particular case, the client was concerned about:
- falling revenue
- runaway AdWords spend
Remarketing is a great way of reaching to visitors who may have abandoned their cart or left your site by targeting them with highly focussed ads. (Its also a great way of making small companies & start-ups seem bigger than they actually by remarketing to clients as they visit other sites)