Digital Advertising Industry Update - July 27, 2017

Google announced more options for displaying ad extensions. Advertisers can to pay to show additional call extensions on selected ad groups. This option could be particularly useful for always showing local numbers within a company’s most productive markets, giving customers the impression that a company has a local presence. Additionally, Google is dropping Instant Search. This feature autopopulated search results as a user typed in the search bar. Instant Search could be distracting on desktop, but it caused performance issues on mobile. With Google’s sensitivity to the booming mobile market, it’s no surprise they are cutting a feature that subtracts from users’ experiences there.