Google did not hold back on features for its text ad platform and is continuing to develop more (Responsive search ad article coming soon!). Example: ads used to be the same for all devices (PC, mobile, tablet), but somewhat recent changes allow advertisers to essentially augment the different devices, and treat them completely differently – after all, people are in dramatically different frames of mind when using desktops vs mobiles.
Additionally, they’ve completely removed the right-side advertisements, leaving that space now open for shopping advertisements, and thus producing a cleaner more streamlined look of the search result pages (this change removed a bunch of end-user confusion also). Along with that change, Google expanded the text ads, allowing businesses to place ads with an 80 character description, a longer double headline, and two additional “paths” included in the Display URL. This will provide more flexibility for you, as you don’t have to skimp anymore on the limited text count for your copies. But they’ve taken this much farther just recently, with the addition of a third headline & description!
Add in Google’s demographic targeting, and your advertisements are no longer blasted to everybody searching your keywords. As you have now the ability to boost or cut down your ad targeting toward various ages, genders, interests, or previous actions. If your product or service is aimed at a certain demographic, you’ll definitely benefit from this improvement.
The prices you have to pay
Targeting can be specific, but the cost per click (CPC) in Australia is downright fluid, hinging on your keyword bids, the relevance of your copy, your ad’s quality rank and or position, your competition, and even the season (crazy, I know). At the end of the day, it’s an AUCTION, so an ad’s average price per click can range from $11 for a Dentist in Melbourne to a mammoth $196 for income protection insurance. The more critical, high-value or general your product/service is, then generally speaking the more competition you have, the cost per click balloons.
Compared to Facebook’s average cost per click of $1.72, Google ads carry a much pricier tag. The same story goes for the average cost per action (CPA), with Facebook’s $18.68 versus Google’s hefty $59.18. Cost per action is the price the advertiser pays for every conversion happening on the ad, i.e. a sale, a registration, or form submission.