If you’ve been living in a well for the past few years, Google is very fond of mobile traffic. We don’t need to tell you why – you already know the audience is there. But mobile is where the greatest potential for growth lies.
Advertising networks have yet to completely crack or hack mobile advertising campaigns, which means there are still ways to please advertisers and users.
But does Google still love us? Well, the messages we received from the GPS event were somewhat mixed. Most of these were not directly related to AdSense, but they can have an indirect effect on your revenue. So where does your AdSense revenue go, with these new updates to AdWords Marketing Advertising?
- It’s all about location, location, location – local search on Google Maps
The new Google Maps is offering attractive advertising capabilities for small businesses and local chain branches based on user location as well as other data.
Sounds great to AdWords advertisers, but what does that mean for AdSense publishers?
More inventory = less competition
Laws of supply and demand tell us that if we increase the supply of a particular product to meet growing demand, we will effectively prevent price increases.
Or in digital advertising terms – more advertising inventory means lower demand for each ad unit and lower CPC and CPM. Unless more inventory comes with more advertising budgets, especially if new inventory is effective for advertisers. So this can be a blessing in disguise for AdSense publishers.
Search vs. Display
Google prefers clicks on its turf. Of course they do. They do not have to share their revenue with publishers. Therefore, advertisers will have to take some advantage of this local search traffic by offering locally targeted inventory owned by Google.
Who gets paid for embedded maps?
Will Google include ads in embedded Google Maps, and if so – who gets the revenue from clicks on these local ads?
Another good question is what will happen to those ad units and publishers who are making a good living out of these AdSense ads?
Who is better than that? – Extended text ads get dual headlines and more characters
Advertisers will now be able to add two lines to each of the 30 clickable titles on their text ads and 80 characters for the description line. Overall, it promises more screen replacement ads in mobile search.
This is great for search advertisers and Google, but for everyone who tries to earn organic traffic is bad news. It seems that paid search ads are more valuable to Google than the content you put into creating them.
Fear of smart pricing (or not) – Better store conversion rate
At GPS, Google has announced that it will now cross-check users’ mobile location history with PPC ads and then attribute conversions to AdWords campaigns accordingly.
The goal of increasing conversion rates is to attract more advertisers. If Google succeeds, it means only high demand for AdSense inventory. And everyone will be happy with that.
Not just acceptable ads – new responsive display ads
Creating image ads for all ad sizes can be a hassle. Especially for small business advertisers. Most of the time, you keep uploading images or flash ads in the most common size, and that’s it.
Google wants more competition between advertisers than more inventory. This is what Google basically does by allowing advertisers to create responsive ads that can fit into more ad units. And that’s great for everyone.
Targeting your device – changes in device bidding
Google hopes (and we do) that this will allow advertisers to spend their budgets more efficiently and scale their advertising costs faster. Which you (and Google) l. There will be more AdSense revenue.
Open Rate Getting Open – Lift on AdWords Demand Restriction
Other ad networks may display retargeted ads to users instead of AdSense, where AdSense does not apply.
This can reduce the CPC for retrieving ads on AdSense, and can hurt publishers who rely on AdSense for revenue.
Local, mobile and advertiser oriented
Overall, the announcements in GPS are very ad-based, and especially the SMB (small to medium business) advertising budgets that have begun to move in increasing numbers to the big F.
#Coming #AdWords #Affect #AdSense #Publishers