Google held their annual Performance Summit on May 24th, 2016 and announced a large amount of updates.

One of which many paid search marketers have been clambering for since enhanced campaigns launched in July of 2013. That would be the announcement that AdWords will now offer bid adjustments for ALL devices.

Gen3 Marketing paid search experts have seen the direct impact most businesses have had to overcome in their PPC strategies as well as the direct impact on mobile SEO. This mobile-first bidding approach (with tablet & desktop being split out) may be an olive branch that Google is offering marketers.

Here is a list of many of the updates from the summit:

Google adding bid adjustments for ALL device types.

Text ads will have longer headlines and one 80 character desc. Line.

New image ad builder is enhanced to convert ads to native formats across GDN.

New promoted pins in the Google Maps app.

Google is extending reach of GDN Remarketing campaigns with cross-exchange inventory.

Adding Similar Audiences campaigns for Search.

Demographics data for Search Ads.

Account home page will be an analytics-like dashboard showing high level data like demographics, device-type, and hour-of-day performance.

These new features will be rolled out through the end of 2016 and into 2017. Google will start inviting larger agencies soon but there will be no account migrations or upgrades needed.