Recently Alphabet Inc.’s subsidiary Google announced in a blog post that it is making changes to its AdWords platform to make it easier for marketers to manage their advertising in a ‘mobile first’ world. As predictable web sessions are being replaced with numerous short bursts of digital activity primarily on mobile phones, Google is looking to provide advertisers with tools to manage the complexities of digital advertising in smarter ways. From being a text only ad platform, AdWords now encompasses display and video media that can be bought on YouTube and across the web. As internet advertising undergoes a transformation, with a significant increase in smartphones and video consumption, Google’s attempt to redesign Adwords should make it easier for advertisers to use its platform and give it a competitive edge over competitors such as Facebook.
|