What are the New Features in Google Ads?

Google announced changes in the ad services

The facts are that over half of the trillions of Google searches happen on mobile devices. Google will be introducing changes in Google Ads at the bid setting section, which will be split by device type. And more to that, Google is updating text ads on all devices and will be introducing responsive mobile display ads that can access native mobile ad inventory on the Google Display Network.

Let’s see the changes one by one.

What changes in Google Ads?

1. Tablet bids will separate from desktop bids. Advertisers will be able to bid separately for mobile, desktop and tablet; that is three device types.

2. Advertisers will set a base bid, and then set bid adjustments for one or all device types in the range of -100 percent to +900 percent.

3. Any attribution model can match to conversion types in Google Ads, not just the Last-click model.

last click model

What do these changes mean for our clients?

1. We should be able to get more detailed reports from paid search, split per device type and employ more attribution models.

2. We will then have the option to focus our efforts on the device type that is performing better and then follow with setting bids for the other two device types based on our remaining budget.

Expanded Text Ads

– With the removal of right-side ads, Google now has the flexibility to give text ads more characters in a way that will look uniform across devices. They call them Expanded Text Ads.

– Expanded text ads will be eligible to run across all devices and optimized for smartphones.

How can do the Expanded Text Ads benefit our clients?

More characters

The new ad format will have two longer headlines of up to 30 characters each and a longer description line of up to 80 characters.


The display URL (site links) can include up to two directory paths that advertisers can use to describe the landing page content. Think of it as a vanity URL. The paths do not have to match the landing page URL.

More effort

The ads will have to work harder across screens to get conversions. Consumers who are on-the-go will be savvier making decisions before tapping into our website. The new ad formats call for better ad copy, titles, and descriptions.

Responsive Display Ads

The last change is about mobile display ads, which are turning to responsive. Google is trying to unlock an inventory of websites previously outside their reach. So there is an opportunity there for our clients to get more leads.

These ads will automatically resize and adjust to the look and feel of the website content where placed.
The responsive display ads will be dynamically built and served by Google Ads.

Advertisers will need to provide ad copy details:
– Headlines (Title)
– Description
– Image
– URL of the landing page

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