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Google Rolls Out New AdWords Developments For Mobile

Expanded text ads, responsive ads for display, device bid adjustments

     
4:04 pm on Jul 26, 2016 (gmt 0)

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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.
https://1.bp.blogspot.com/-XbdY6onQcB4/V5Z4zeJHZ3I/AAAAAAAACh8/709BN3WSXCslSXnzSB4dY872GC8mD_NIwCLcB/s640/google_guitar_mock3.jpg

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]
3:07 pm on July 27, 2016 (gmt 0)

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"Starting on October 26th, 2016, you’ll no longer be able to create or edit standard text ads — meaning you’ll only be able to create and edit text ads using the expanded text ads format after this date. Existing standard text ads will continue to serve alongside expanded text ads."
4:56 pm on July 28, 2016 (gmt 0)

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Thanks for highlighting that, and it's an important aspect. It sounds to me as if it's going to be worth working hard to change those over as soon as possible.
6:33 pm on Aug 1, 2016 (gmt 0)

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Can we no longer have separate mobile and desktop ads?
6:39 pm on Aug 1, 2016 (gmt 0)

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Somehow I thought that google would show these new expanded ads on all devices, but the title of this thread seems to indicate that they will only be shown on mobile devices. Is this correct?
6:42 pm on Aug 1, 2016 (gmt 0)

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Expanded ads will be shown on all ads. When I try to crate ad I don't see the option to create a mobile only ad. They say that in Oct these will be the only kinds of ads we can make.

My question is "How can I make an ad that is just for mobile?"
7:27 am on Aug 19, 2016 (gmt 0)

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I was told on twitter by someone on the AdWords team that ad customizers was the only way to make mobile only ads. This actually is not true since you are required to have a non ad customizer ad in the same ad group. I read somewhere that some people are creating one standard ad and several ads with ad customizers in order to have the standard ad show less.

There is no way to truly have a mobile only ad.