Google continues its development of its AdWords system for the mobile advertiser, and it is rolling out expanded text ads, responsive ads for display, and device bid adjustments to enable more precise control.
The expanded text ads are devised for screen sizes for the most common smartphones, and allow two headlines with up to 30-characters each, and a longer 80-charcter description.
Google says AdWords Editor and the AdWords API also support expanded text ads for bulk changes.
Google has published the basics and best practice to setting up expanded text ads [support.google.com
Responsive ads for display will match a range of screen sizes, and advertisers require 25-character and 90-character headlines, along with a 90-character description, and image, and a url.
Individual bid adjustments by device means a more flexible approach to devices and markets.
While device bid adjustments enable you to optimize with greater precision, you still need to factor in other signals which impact performance, like location, time of day, and audience. To optimize at scale across this wide range of contextual signals, you should take advantage of automated bidding. Google Rolls Out New Ad Developments For Mobile [adwords.googleblog.com]