Phil Ringguth
Phil Ringguth 1 June 2016

Mobile First

Googles key message this year wasn’t about preparing advertisers for mobile anymore, they wanted to make it clear that mobile is already here.

Mobile-First marketing strategy - How should marketing work in a mobile first world?

Have you heard about the latest updates to AdWords from the AdWords Summit, or are you wondering how you should be marketing for mobile?

Don’t panic we’re here to update you and to help answer some key questions you might have been asking about how to succeed on mobile.

This year’s annual AdWords Performance Summit started off with Sridhar Ramaswamy (Senior Vice President of Advertising & Commerce at Google) introducing us to the main focus of this year’s summit; mobile, mobile, mobile, mobile!

How to think in a Mobile-First World?

Googles key message this year wasn’t about preparing advertisers for mobile anymore, they wanted to make it clear that mobile is already here.

“The shift to mobile is no longer something that will happen or is happening... the shift has already happened.”

Accounting for mobile and designing for mobile first are two very different things.


This is shown by trillions of searches now being made on and with over half of those searches happening on smartphones.More searches are already happening on a mobile than a desktop and a tablet globally. But how can you succeed on mobile?

Advertisers are no longer asking if they should invest in mobile? It’s how they should invest in mobile?

What advertisers need to understand is that there are more ‘moments’ than ever before to connect with their consumers, but it’s more than that. It is understanding what ‘moments’ are of value for the advertiser and what ‘moments’ are of value to the customer. Theseshould both align when implementing a Mobile First marketing strategy.

Don’t be a brand that interrupts consumers – Be the brand that reaches your consumers’ needs at the right moments.


Google believe that to succeed in advertising on mobile you need to clearly understand two key things:

“Brands have to meet consumer needs by first understanding their intent and the context around it”

The first part is understanding the consumer’s intent. By understanding this, the advertiser will know the moment that is appropriate for a brand to interact with the consumer and can then deliver the right experience based on the context around it.

Successful brands are the ones that have re-thought their approach to marketing - with micro-moments at the heart of their brand. They’re the ones who understand all aspects of these moments and then deliver them in a way that speaks to the consumer’s needs. Right where they are and right when they reach out.

How is AdWords going Mobile-First?

Google’s focus around 3 years ago, was to enable enhanced campaigns to be smarter and more efficient on mobile. Enhanced ads made it easier to advertise on a mobile device and to make bid adjustments. Previously Google anchored entire campaigns around desktops then asked about mobile as a secondary thought. Now they want that all to change, this is because your consumers are now anchored around their mobiles and your marketing strategy should be too.

“Mobile ads are no longer an ad, they are the imperative, and mobile bids are no longer an adjustment. They are imperative to our success”

Google are breaking free of the constraints of a Desktop-First world and re-thinking how Google AdWords can work in a Mobile-First world. This is why this year they have announced the following changes:

New AdWords Interface

Google has previously announced their new interface which is focused on a Mobile-First approach. They want to provide advertisers with easly accessible data by visualising insight you care about by highlighting top performing campaigns and campaigns which require your attention. The new AdWords interface will have some new features to help you spend less time focusing on AdWords and more time focusing on the brand.

Expanding Text Ads

AdWords announced that they are going to be expanding text adverts. This is to complement the recent changes to right-hand side ads, and is going to give advertisers more room to sell their products. Advertisers will have two 30 character headlines (compared to the previous one 25 character), one consolidated 80 character description line (compared to two 35 character description), domain automatically extracted from your final URL.


These text adverts are expected to be rolled out later this year.




Responsive Ads for Display

The Display Network (GDN) can reach over 90% of all internet users and reaches over 2 million publisher websites and applications. Google want to make it easier for Advertisers to advertise on the GDN by providing new responsive adverts for the GDN. But it’s not just about ads Google also want to expand the Display Network, by offering a new native inventory so consumers can engage with ads that match the look and feel on the content they’re browsing.


Individual Bid Adjustments for Device Type

Device bidding is currently restricted with advertisers having limited control over device level bidding within AdWords. To counteract this restriction and with Google moving the AdWords interface to a Mobile First interface, they are giving advertisers the ability to set individual bid adjustments for each device type, including mobile, desktop and tablet. This change will apply to all campaign types even with shopping campaigns. Advertisers will now be able to set bids ranging from -100% to +900% (up from 300% previously). This is expected to be rolled out on AdWords over the coming months and it will be interesting to see the impact this has across all devices.

Local Search Ads for & Google Maps

Google understand the importance of the local searches with nearly one third of all mobile searches on Google are related to locationand with location-related searches are growing 50% faster than other mobile queries. It’s no surprise that Google’s next announcement is centred on giving advertisers the opportunity to promote companies locations within Google Maps and on This is done by Google introducing ‘Promoted Pins’ which is designed to increase footfall into stores.


No dividing between digital and physical world – online and physical terms are one

How can you measure the impact AdWords has on in-store visits?

Measuring a customer journey that starts online and ends in-store is difficult. About 3 years ago Google announced in-store conversions to help solve this and because of this Google have become the largest omnichannel measurement provider in the world.

The technology behind store visits is revolutionary. The learning that helps people find the shortest route can help you understand if someone walked into a store. Google surveyed over 5 million people to confirm if they visited a store, which makes the in-store visits metric over 99% accurate.

Google are enhancing this accuracy further for even more store locations by using beacon signals to improve their existing location data. Businesses of all sizes can now start to measure the real impact AdWords is having on driving in-store visits.

Google Display Network and Double Click Bid Manager

Display advertisers are increasingly turning to Programmatic to deliver relevant messages, to the right people at the right time across the web and apps. With Programmatic you can use the power of data and automation to be there and be useful. Programmatic takes into account the intent coupled with interests, context and demographics.

Google understand the importance of Programmatic within advertising and they want to expand the reach of the Google Display Network by giving you access to cross exchange inventory. This additional inventory lets you reach additional apps and sites around the world, this inventory will deliver the same high-quality traffic with the same precision advertisers currently experience across the Google Display Network.

Similar audiences for search advert

Users query is the most important thing when understanding a users content however advertisers have begun to realise adding interests and behaviours to campaigns on the GDN can maximise performance. This is reflected when using RLSA campaigns across the search network.

Google are now giving you the opportunity to extend remarketing lists reach to prospective customers who are currently unfamiliar with the brand. The idea Google have behind this is to reach users who have similar interests to users who have previously visited your site.

Soon advertisers are going to be able to do this by matching new site visitors that share similar interests as those within your remarketing lists, to increase bids against this potential audience could really mean that your brand is going to stand out.

Demographics for search adverts

Google are going to be rolling out Demographics for search ads in the coming months to give you the opportunity to target a specific demographic within search. The demographics for search ads includes age and gender.

These are various options which will soon be available to all advertisers who use Google AdWords. At toinfinity we’re already adapting our paid search client strategies planning ready for the release of each of these new products. However if you have any questions regarding any of the new releases above you can contact your dedicated account manager or us at

Original Article

Bifty Alex
Bifty Alex

Hello, Phil!
It is very true that in today's digital world smartphones play an important role to promote any website or brand. Most of the people prefer their mobile devices to access the internet and search things they desire. The article is very impressive and has great insight. Learned many new concepts related to the impact of mobile AdWords and more. Thanks for sharing the great article and keep doing a great job.

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