Google Ads is constantly evolving, and 2016 brought some of the most significant changes the platform has ever seen. These updates fundamentally shifted how advertisers reach their audiences and compete for visibility online.
From the removal of right-side ads to expanded text formats, these changes weren’t just cosmetic tweaks – they reshaped the entire advertising landscape. If you’re running Google Ads campaigns, understanding these updates is essential for staying competitive.
Just as Google continuously refines its search algorithm with updates like Panda (targeting low-quality content) and Penguin (combating manipulative link schemes), the advertising platform receives regular updates too. The difference? Google Ads changes directly impact your budget and conversion rates.
Removal of Right-Side Ads Changed Desktop Search Forever
The biggest shake-up came when Google eliminated right-side ads from desktop search results entirely. This wasn’t a gradual rollout – it was a complete restructuring of how ads appear on desktop searches worldwide.
Now all ads display at the top and bottom of search results pages, with expanded space above organic listings. Google’s official statement revealed they’d been testing this layout extensively, focusing on “highly commercial queries where the layout provides more relevant results for searchers and better performance for advertisers.”
This change created a cleaner search interface while driving additional revenue for Google. For advertisers, it opened up more space for ad extensions like sitelinks and call extensions, potentially increasing click-through rates.
The downside? Organic search results got pushed further down the page. Even ranking first for your target keywords could result in reduced organic traffic. This shift made strategic Google Ads campaigns more important than ever for maintaining visibility.
Expanded Text Ads Gave Advertisers More Room to Sell
Standard text ads always felt cramped. With character limits that barely allowed for a complete sentence, advertisers struggled to communicate their value proposition effectively.
Expanded text ads solved this problem by providing significantly more space for headlines and descriptions. The change was designed with mobile users in mind, recognising that longer ads perform better on mobile devices.
The results speak for themselves – Google reported that some advertisers saw click-through rate increases of up to 20% after switching to expanded text ads. The additional space allows for more compelling copy, clearer value propositions, and better alignment with user search intent.
If you’re still running old-format ads, you’re missing out on this performance boost. Rewriting existing ads to take advantage of the extra character space should be a priority for any performance-focused campaign.
Responsive Display Ads Simplified Multi-Format Advertising
Creating display ads for every possible format used to be a nightmare. Banner ads, skyscrapers, square formats, text ads – each required separate creative development and testing.
Responsive display ads automated this entire process. Advertisers now provide basic elements – URL, headline, description, and image – and Google automatically adjusts the format based on available ad space.
This matters because the Google Display Network spans over two million websites and reaches more than 90% of online users. Responsive display ads ensure your campaigns can take advantage of this massive reach without the traditional creative overhead.
The time savings are significant, but the real benefit is coverage. Your ads can now appear in formats you might never have considered, expanding your potential audience without additional work.
Advanced Bid Adjustments Enabled Smarter Targeting
Not all clicks are created equal. A mobile search during business hours often has different intent and value than the same search on desktop at midnight.
Google’s enhanced bid adjustment features gave advertisers granular control over how much they’re willing to pay based on device type, time of day, and other factors. This wasn’t just about increasing or decreasing bids – it was about matching bid strategy to business reality.
For example, a local business might increase mobile bids by 30% during commute hours while decreasing desktop bids by 20% on weekends. These adjustments directly impact ad position and, ultimately, conversion rates.
The key is using your analytics data to inform these decisions. If your conversion tracking shows higher value from specific device and time combinations, bid adjustments let you capitalise on those insights.
Why These Updates Still Matter for Modern Campaigns
While 2016 might seem like ancient history in digital marketing terms, these updates established patterns that continue today. Google’s focus on mobile experience, automated optimisation, and advertiser flexibility hasn’t changed.
The lesson isn’t just about specific features – it’s about adaptation. Advertisers who embraced these changes early gained competitive advantages that, in many cases, they still maintain. Those who ignored the updates found themselves paying more for worse results.
Modern Google Ads success requires the same mindset: stay informed about platform changes, test new features early, and adjust strategies based on performance data. The specific tactics evolve, but this approach remains constant.
Preparing for Future Google Ads Changes
Google won’t announce next year’s major updates, but patterns from 2016 and beyond suggest several consistent themes:
- Mobile-first design: Every update prioritises mobile user experience
- Automation expansion: More decisions move from manual control to algorithmic optimisation
- Performance focus: Features that don’t improve advertiser results get removed
- User experience: Changes that benefit searchers take precedence over advertiser convenience
Successful advertisers build flexibility into their campaigns from the start. This means focusing on fundamental performance metrics rather than getting attached to specific interface features or bidding methods.
Implementation Tips for Campaign Optimisation
Whether you’re running campaigns based on 2016 updates or newer features, several best practices remain consistent:
Audit Your Current Ad Formats
Check if you’re still running old-format text ads. Expanded text ads consistently outperform their predecessors, so this is an easy win for most accounts.
Review Bid Adjustment Settings
Analyse your conversion data by device type and adjust bids accordingly. Most accounts benefit from some level of device-based bid modification.
Test Display Campaign Automation
If you’re still creating individual banner formats, try responsive display ads for new campaigns. The time savings alone make testing worthwhile.
Google Ads campaign dashboard showing optimisation metrics and performance data” width=”1408″ height=”768″ loading=”lazy” />Remember, these updates weren’t just platform changes – they were responses to shifting user behaviour. Understanding the ‘why’ behind updates helps predict future changes and maintain campaign performance regardless of interface modifications.
What was the biggest Google Ads change in 2016?
The removal of right-side ads from desktop search results was the most significant change. All ads now appear at the top and bottom of search pages, fundamentally changing how advertisers compete for visibility.
How much did expanded text ads improve performance?
Google reported that some advertisers saw click-through rate increases of up to 20% after switching to expanded text ads, thanks to more space for compelling headlines and descriptions.
Do responsive display ads work better than manual formats?
Responsive display ads save significant time and expand reach across Google’s Display Network of over 2 million websites, while maintaining performance comparable to manually created formats.
Should I still use bid adjustments for device types?
Yes, device-based bid adjustments remain valuable for optimising campaign performance. Different devices often show different conversion patterns and values for most businesses.
How often does Google update its advertising platform?
Google continuously tests and implements changes to its advertising platform, similar to how it makes hundreds of algorithm updates to search each year. Major updates happen less frequently but can significantly impact campaign performance.
Frequently Asked Questions
What was the biggest Google Ads change in 2016?
The removal of right-side ads from desktop search results was the most significant change. All ads now appear at the top and bottom of search pages, fundamentally changing how advertisers compete for visibility.
How much did expanded text ads improve performance?
Google reported that some advertisers saw click-through rate increases of up to 20% after switching to expanded text ads, thanks to more space for compelling headlines and descriptions.
Do responsive display ads work better than manual formats?
Responsive display ads save significant time and expand reach across Google’s Display Network of over 2 million websites, while maintaining performance comparable to manually created formats.
Should I still use bid adjustments for device types?
Yes, device-based bid adjustments remain valuable for optimising campaign performance. Different devices often show different conversion patterns and values for most businesses.
How often does Google update its advertising platform?
Google continuously tests and implements changes to its advertising platform, similar to how it makes hundreds of algorithm updates to search each year. Major updates happen less frequently but can significantly impact campaign performance.
