Google is holding its most anticipated Performance Summit on May 24th at 9:00 AM PT/12:00 PM PT. While the actual contents of their keynote are still a closely guarded secret I've investigated three items that are sure to come up.
1. One MAJOR Ad Format Update
While I can't release the actual details of the update, this will be one of Google's biggest ad format updates in years. For advertisers this will mean updating and rethinking the way you write ad copy. Break out your good coffee because we'll all have to put in hours of retooling the text.
For consumers this will mean more context within the ad about the website they're clicking onto. And, an overall better experience that Google says is an "updated design for today's search results page on all devices."
But, the good news is that there is time to make these updates. Many agency folks will be getting beta access as early as mid-May while the full rollout isn't expected until the end of May 2016. This will become the new standard but ad copy won't be required to be changed to meet the new requirements for over a year.
2. Enhanced Mobile Targeting
Get ready for Google to blast a hole in the search engine privacy bunker. While they've been coy about their actual plans, they've been forthcoming about their interest in making search follow the "mobile first" mentality.
We've just now started to hear about the impact of the almost all-but-forgotten mobilegeddon, Google is issuing new warnings to non-mobile-friendly site owners, and in March we all got the warning that Google will start boosting mobile-friendliness as a ranking factor starting in May.
While I'm nearly certain we will hear about updates to the mobile-friendly algorithm, there will be at least one special something still yet to be released. And, my bet is on enhanced mobile targeting for advertisers. Maybe the line, "Now, advertisers want the ability to reach very specific audiences." has something to do with my speculation.
3. An Entirely New AdWords & Analytics Platform
AdWords, Analytics, Search Console, Double Click and the Google AdWords and Analytics apps have been annoyingly receiving updates for the past few months. Most of these updates have either been cosmetic or slight technical updates to enhance the speed, responsiveness and look of the platforms.
Now, Google is gearing up to launch a brand new experience for their suite of digital advertising and analytics tools. This may or may not be related to Analytics 360, but you can count on them taking the look of 360 into the other platforms in the near future.