Google said it best:  AdWords should be more about your business, and less about their product. In an effort to help new brands advertise, Google announced several significant changes to AdWords based on changing user habits. With more than half of web traffic coming from smartphones and tablets, Google is redesigning AdWords to be more suitable for mobile.

New Local Search Ads

The internet giant is expanding location-based targeting by introducing new local search ads across and Google Maps.  For example, if a customer searches for “pain clinic,” businesses can pay to have their location show up Google Maps. This update will help create “branded, customized experiences” for brick-and-mortar business in order to increase foot traffic.  Users can distinguish between a promoted location and organic location by the color of the pin on the map.

Expanded Text Ads

In addition to new local search ads, Google revealed expanded text ads. Marketers will have more room to create two 30-character headlines, 80-character description line, and an automatically extracted final URL to ensure accuracy. According to Google, early advertising tests show up to a 20% CTR. Prepared to see expanded text ads later this year.

Individual Bid Adjustments for Device Types

Google is now allowing advertisers to have more control over device bidding. Individual bids may be adjusted for smartphones, desktop, or tablets. Now, the adjustment range has increased to up to 900%.

What to Expect

Google is currently in the testing phase for the AdWords redesign and is expected to gradually roll out the updates over the course of 2016 and 2017. The goal is to build a new system that is relevant to all types of users for years to come.