As many search marketers are aware, Google offered a livestream of the Google Ads & Analytics Innovations Keynote at Google’s Performance Summit in San Francisco Tuesday.

Google is now allowing advertisers to start bidding differently on tablets, desktops, and mobile devices.

During this keynote, several big changes were announced. Are these changes really something that is going to impact your business? Or are they just Google’s way of flexing its muscles? We think a little bit of both. Below are five major changes we are anticipating, in order impact.

BFief_Google Adwords_Summit

Among the updates and changes announced at Google’s Performance Summit was the inclusion of promoted pins in Google map results.

Changes to Bidding and Text Ads

Consistent with the mobile-is-everything theme from the summit, Google is now adapting to the surge in mobile by allowing advertisers to start bidding differently on tablets, desktops, and mobile devices. In the current state, Google only gives you the ability to do bid adjustments based off a combination of mobile and desktop ads. This update is something PPC buyers have been waiting on for years!

Impact: Now, advertisers can save money and bid down on tablet if they aren’t seeing strong conversion rates.

Expanded Text Ads to Rollout on All Devices

As we discussed in our previous blog post, but Google is set to launch Extended Text Ads, or ETA’s, on all devices. These ads allow more character limits within paid search ads without having to compromise costs.

Impact: Better ad copy + better click-through-rate = potential for more conversions. We see this as a huge opportunity for retail to leverage with sales and promotions, as well as B2B companies who need more space to explain their service offerings.

Enhancement of In-Store Visits Capability

While it isn’t new news that Google Adwords has the capability to track in-store visits for select advertisers, what is new is that Google is going to be expanding this practice to include more businesses and will be investing in technologies to make this data more accurate. Google, calling itself “the largest omnichannel measurement provider in the world,” is examining the possibility of incorporating store visits with beacons, which will provide data accuracy by knowing a person actually visited the store.

Impact: The ability for more advertisers to understand the influence of mobile advertising with in-store purchases. However, advertisers should be cautious when dumping funds into mobile if their overall goal is revenue. Just because there is a large influx of searches happening on mobile, doesn’t mean your mobile conversion rate is going to match your desktop success. We recommend incrementally ramping up mobile and testing on a variety of campaigns before opting in 100 percent. Also, it’s important to have the capability to access in-store data to measure impact.

Google Maps Now to Populate Promoted Pins in Results

Now this is new! With local searches increasing 50-percent faster than mobile searches, Google is finding ways to incorporate additional information in its results when you’re looking for the closest Starbucks. These include busiest times of day, store hours, local product inventory, coupons, current in-store promotions, and now promoted pins. This is still in early stages, but we’ll be keeping a close eye on it.

Impact: Cross-channel integration: our favorite buzzword. Pin a sale, promote it, sync it to your Adwords account, and boom – integrated Pinterest advertising.

Buyers may see an impact on ease of use with an Adwords interface that just went through a major makeover.

Adwords Interface Redesign

While this doesn’t have an effect on companies who leverage agencies for PPC, buyers may see an impact on efficiencies and ease of use with an Adwords interface that just went through a major makeover. Google said it’s doing a complete redesign that will allow buyers to have more visual data up front to make quicker and easier decisions on bidding and optimizations.

Impact: Hopefully more intuitive and visual buying to improve time efficiencies for buyers. Let’s just hope it’s nothing like Facebook’s 10,000 updates to PowerEditor with glitches galore!

To recap, we’ve got some major changes coming to Google Adwords. These changes are set to have an impact on components such as buying capabilities and efficiencies, enhanced mobile experiences, digital-to-store impact, and omnichannel tactics.

The big question we have, along with the rest of the Adwords world, is when will these changes take in effect? Google provided its typical vague answer of “slowly rolling these changes out over the next several months” or “ late 2016 through early 2017.” Stay tuned – we’ll stay on top of it!

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