2016 will see the introduction of new developments in Google’s ever popular AdWords online advertising platform. These changes are all aimed at making AdWords easier for users to manage their online campaigns, and make the platform optimised for today’s “mobile first” digital marketplace.

Launched in 2000, the AdWords digital advertising platform is now Google’s main source of revenue around the world. Using AdWords is a common part of a company’s wider digital marketing and SEO campaign. In the simplest terms, AdWords allows companies to display brief advertising copy whenever certain keywords or terms are searched for by potential customers. The company then pays a small fee should that customer go on to click on their ad, and be directed to their website/ online store. The exact cost of each “pay per click” is determined by the popularity/desirability of specific search terms and keywords amongst advertisers. AdWords also allows advertisers to only target customers from specific geographical areas. There is no minimum or maximum spend for advertisers and AdWords campaigns can be stopped and started at any time. This allows advertisers to dip their toes into the world of digital marketing with little financial risk, and easily adapt their campaigns at any time.

So what AdWords developments are we likely to see in the near future?

Recent years have seen traditional desktop web use rapidly overtaken by customers accessing the internet through tablets and smartphones. These smaller screens have seen a change in web user habits: with a greater preference for video material over traditional text, and web use conducted in frequent shorter bursts (rather than lengthier desktop sessions). This has seen advertisers more keen to use video content rather than rely on web copy only. AdWords will allow advertisers to manage and monitor their advertising in different formats (text only, graphic/ display ads, and video ads) and will allow easy and immediate monitoring on the percentage of “traffic” coming from different devices (desktop, smartphone or tablet).

As part of Google’s ongoing drive to give AdWords users simpler yet more powerful tools to manage their campaigns, new developments aim to give you more information with fewer clicks. The platform will also be more customizable according to each user’s specific needs: adapting the platform according to the scale, nature and complexity of the campaign.

The team at Essex Web Design Studio are proud to be fully certified as professional AdWords partners. Having completed and passed Google’s rigorous training and exams, we are now committed to ongoing training with the Google Advertising Professional program to ensure we are always up-to-speed with the latest developments in online advertising and SEO, and always follow industry best practice. As certified AdWords Partners, we are in the best position to ensure your digital marketing campaign is as effective as possible and provides the best return on your investment.