Are Ads About to Roll Out for the Google Local Pack?

12 August, 2016

local pack adsHaving announced back in June that they would be bringing ads to the Local Pack, Google have now begun to roll out tests of the new feature in the UK.

As reported by Search Engine Land this week, one eagle-eyed Twitter user screen-capped the first reported example of this seen in the UK search results. They spotted three organic listings below one top-level ad result.

Whilst the feature hasn’t yet been offered to ad users, it represents fair indication that the new Local Pack design – which was originally announced at the SMX Advanced Local Worksop in Seattle back in June – is not too far away from being rolled out.

Interestingly, the screen-cap originally shown at SMX showed one ad above two organic listings. The latest evolution of the Local Pack appears to indicate that an additional organic listing could be included too.

Whilst there is currently no timescale on when Adwords account managers will be able to start making use of the new Local Pack ads, they will certainly have big implications for applicable companies moving forward.

(Image credit: Ryan Scollon, used by Search Engine Land)

New Adwords Interface Design

Rarely has there been a time when the powers that be at Google have revolutionised the Adwords platform in so many ways.

In addition to the Local Pack ads changes, selected users are now being given the chance to test the long-anticipated, updated Adwords interface. Initially announced by Google back in March, this will provide by far the biggest chance to the Adwords management system since its creation.

Whilst it may initially cause disruption regarding the positioning of certain features, the update to the interface has been a long time coming. Not since 2008 have Google notably altered Adwords in any significant way, which is startling given advances in smartphone technology and the way ads now need to be structured.

Adwords Product Management Director Paul Feng alluded to this as much when he spoke to Search Engine Land earlier this year:

“The reason we’re rebuilding AdWords is because the world has changed so much in the past two years. AdWords is now over 15 years old and launched when Google was just figuring out what search advertising was.

“We rebuilt it several years ago for a desktop world — smartphones were only a year old. Now we are in probably the biggest shift since AdWords was introduced with mobile.

“There is now increased demand on marketers and on AdWords as a platform — advertisers are running ads in search, display, shopping, mobile, video. Ultimately, that’s why we’re re-imagining AdWords,” he said.

Moving forward, more advertisers will be invited to test the new interface, ahead of its official rollout, which Google has yet to announce. It should be noted that these changes won’t affect the engrained functionality of Adwords itself.

Expanded Text Ads Now In Full Flow

One major Adwords change which advertisers are now able to exploit is the expanded text ads feature.

Providing marketers with a whole new way to approach the copy they create for their ads, this has allowed companies to be far more creative with the content they use. More prominent headlines, a long description line and a relevant display URL are the key features of this change.

In the long run, all these updates should help to improve the overall user experience and management capabilities for all associated with Adwords.

Written by Sean

As chief crafter of copy, Sean’s flair for writing engaging content continues to prove integral to our internal and client marketing activity. With more than 5 years' digital experience, he joined Evoluted back in 2015. He spends his days managing SEO strategy, producing content and assisting Evoluted’s clients.

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