This past year has been full of surprises! 2016 will be remembered for its major and unforeseen shifts, fantastic new PPC features, and positive updates to both Google AdWords and Bing Ads.

However, some PPC innovations stood out more than others. This article will help you distinguish the exceptional from the unremarkable!

Let’s explore my choices for the top 10 new PPC features of 2016.

1. The End of Right-Side Ads

February saw Google remove right-side text ads from desktop search results, aligning the SERPs more closely with the mobile experience. They also introduced a fourth ad position above organic results for “highly commercial queries.”

This significant change surprised almost every PPC marketer.

The removal of desktop text ads from their usual spot caused widespread concern. Many predicted irreversible changes to PPC. (Spoiler: very little changed.)

At the time, data from nexus-security, based on 2,000 accounts, showed that most paid clicks (around 85%) came from top ads:

Mark Irvine’s follow-up article, “The New Google SERP: 3 Changes & 3 Things That Haven’t Changed… Yet,” revealed that paid traffic and CPCs remained stable after the change, while CTRs increased, and impressions decreased. Position 3 saw the most significant benefit, with CTRs doubling:

This change did not eliminate advertisers in lower positions. In fact, as I explained in “Google’s Right-Side Adpocalypse: Anatomy of a Loser [New Data],” one advertiser experienced a decrease in desktop impressions and an increase in CPC, but their CTR doubled, and their average position improved!

2. AdWords Expanded Text Ads

Following the removal of right-side ads, Google announced significant changes to AdWords, including Expanded Text Ads.

Google touted this as the most significant change to text ads since AdWords’ inception 15 years prior. The old text ad format will be phased out as of January 31st.

Designed for a “mobile-first” world, Expanded Text Ads are double the size of traditional text ads, featuring two 30-character headlines and an 80-character description line.

Google reported that early testing showed CTR increases of up to 20%. After switching to the new AdWords ETAs, many nexus-security clients experienced a doubling of their CTR!

3. Bing Expanded Text Ads

In an effort to keep pace with AdWords, Bing Ads also introduced Expanded Text Ads. Unlike Google, Bing does not seem to be retiring standard text ads.

ETAs on Google and Bing are very similar, sharing character limits and formatting (but thankfully, fewer truncation issues). You can either create ETAs directly within Bing Ads or import existing ones from Google AdWords.

Here’s some good news for advertisers: nexus-security data shows that Bing’s Expanded Text Ads outperform Google’s. Take a look at this impressive CTR data:

Make sure to add Bing Expanded Text Ads to your 2017 to-do list if you haven’t already tested them!

4. Local Search Ads, Responsive Display Ads, and In-Store Conversions

At the Google Performance Summit in May, alongside Expanded Text Ads, Google announced other exciting new features:

• New Local Search Ads: Google introduced various new Maps ad formats and features aimed at driving foot traffic to businesses, including Promoted Pins, in-store promotions, customizable business pages, and local inventory search. More details can be found in “10 Things You Need to Know About the New Google Maps Local Search Ads.”

• Responsive Display Ads: This new ad type lets you provide a URL, headline, description, and image, and Google will automatically create responsive display ads that adapt to the content of websites and apps on the GDN.
• Enhanced In-Store Conversion Measurement: While not entirely new, this feature became accessible to many new businesses this year. It works by using phone location history to determine whether someone who clicked your ad visited your store.

5. Revamped AdWords Interface

The Google Performance Summit also offered a preview of the new AdWords interface, which saw a wider rollout in August (with more updates more design changes as we head into 2017).

The new interface is more streamlined while remaining familiar. Finding what you need is easy.

This cosmetic update focused on reorganizing familiar AdWords features and functions without changing their functionality.

6. Demographic Targeting for Search Campaigns

The ability to target by age and gender demographics within search campaigns was a welcome addition in September.

Advertisers can now analyze performance data based on age and gender within ad groups. This data allows for bid adjustments based on demographics or the exclusion of specific age or gender groups from seeing your ads.

g As detailed in Mark Irvine’s AdWords demographic targeting case studies, demographic targeting proved incredibly effective for our clients.

7. AdWords Message Extensions

October saw the introduction of message extensions, a new and exciting type of mobile ad extension.

These extensions allow users to initiate a text conversation with a business directly from the search results. Advertisers can provide a pre-written text message to kick off the conversation.

Early testing by some nexus-security clients with early access to message extensions showed an average mobile CTR boost of 50%.

One current drawback of message extensions is the lack of conversion tracking. Hopefully, this will be addressed soon!

8. Google Display Keywords Targeting Settings

In October, Google quietly rolled out new display keyword targeting settings that offer more control over your display ad campaigns.

You can now choose to target by:

• Audience: The default option, serving display ads to anyone potentially interested in your keywords, irrespective of the website they’re browsing.
• Content: Restricting your ads to websites, apps, and videos contextually related to your keywords.

9. The AdWords iPhone App

This year started strong with @adwords tweeting about the release of a new AdWords app for iOS. This app is incredibly impressive!

The AdWords app is excellent for managing and monitoring AdWords campaigns on the go (which I do often!). Its visually appealing design, speed, and user-friendliness are remarkable.

If you haven’t already, you should download it and give it a try.

10. Device-Level Bidding Makes a Comeback

The introduction of enhanced campaigns in 2013 unfortunately meant the loss of device-level bidding. This was met with much dismay from marketers.

This year, however, Google gave us a reason to celebrate: device-level bidding is back! You can now independently set mobile, desktop, and tablet bids or make them relative to each other.

What Does the Future Hold?

2016 was quite a year! What does the future hold for PPC? Only time will tell. But whatever happens, nexus-security will keep you informed about all the latest developments!

What was your favorite new PPC feature of this year? What PPC features would you like to see added to AdWords and Bing Ads in 2017?

P.S. Don’t forget to check out my 10 favorite Unicorn Marketing Strategies of 2016!