Google is growing its ads -- in size and in number. Google正在增加廣告的篇幅與數量
Later this
year, Google is going to start handing over more space to advertisers, and
allow their ads to pop up in loads of new places: Google Maps ads could even
start showing up while you're driving.
今年下半年，Google將會開始分配更多空間給廣告商，並允許他們的廣告在很多新的位置跳出，Google地圖廣告可能甚至在你開車的時候出現。
In an effort
to boost its primary source of revenue (search) in the face of rapidly changing
customer behavior (mobile), Google said it is making search ads bigger.
因為面臨顧客行為的快速改變，他們努力提高主要收益來源(搜尋)，Google表示他們會讓搜尋廣告篇幅變得更大。
去年，Google將它的手機搜尋結果頁面頂端的廣告篇幅增加三分之一。
But Google's
latest changes are far more substantial.
但是Google的最新的重大改變不僅如此。
Google
currently gives search advertisers 25 characters for a headline and 70
characters for a description.
Google目前提供搜尋廣告商25字的標題與70字的內容描述。
That's going
up to 60 characters for a headline, split between two lines, and 80 description
characters.
這將會調高到標題60字、用兩行隔開，並且有80字的描述文字。
In a blog
post, Sridhar Ramaswamy, head of Google's ads business, called
the new strategy "the biggest changes to our text ads since AdWords
launched fifteen years ago."
在一篇部落格的文章中，Google廣告業務主管Sridhar Ramaswamy稱新的策略為「自從關鍵字搜尋開始以來的15年，我們文字廣告最大的改革」
The results
are promising -- for advertisers, anyway. The clickthrough rates on the new
text-only ads are up 20% compared to the current ones, according to Google.
根據Google表示，這些結果是受保證的，對廣告商而言。點選廣告次數(clickthrough)比率跟目前的相比，在新的純文字廣告中，提高了20%。
Search ads
aren't the only advertisements getting a makeover.
搜尋廣告並不只是廣告開始革新。
Google will
be simplifying the work flow for businesses to create display ads with images.
Google將會簡化工作流程，讓廣告投放可以透過影像。
The company
says advertisers need to "simply provide headlines, a description, an
image, and a URL," and Google will automatically design ads for the
business.
公司表示廣告商需要「簡單提供標題、一段敘述、一個影像與一串URL」然後Google就會自動為企業設計廣告。
Location-based ads will start showing up on Google too.
根據所在地理位置出現的廣告也將會開始在google上面出現。
If you search for "shoe store" or "car repair near
me," ads for local businesses will populate the search results.
如果你搜尋「鞋店」或是「我附近的汽車維修」有關當地的企業廣告將會出現在搜尋成果。
Google is
also redesigning local business pages, allowing customers to explore a store's
inventory and get special offers.
Google也重新設計在地企業的頁面，讓顧客能探索商家的商品並且獲得特別優惠。
And Google
suggested that Maps customers may start seeing "promoted pins" for
coffee shops, gas stations or restaurants that are along their driving route.
而Google表示至於地圖上，顧客可能會開始看到在路途上經過的咖啡店、加油站或是餐廳的「廣告推廣圖釘（promoted pins）」。
The new
features, unveiled at Google's Performance Summit on Tuesday, will be rolling
out later this year.
在星期二的Google高峰會上揭開了全新的特色，並且會在今年下半年推出。
The changes
come as Google is trying to stay ahead of customers' changing demands.
這些改變是因為Google正在嘗試走在顧客需求改變的前端。
Google isn't
exactly struggling now, in fact, mobile has been growing steadily.
實際上，Google並不是在做垂死掙扎，行動裝置正在穩定的成長。
But eMarketer
expects that to change -- Google's ad revenue is forecast to grow 9% this year,
less than the 15% growth from 2015.
但eMarkter預測這個改變—Google今年的廣告收入將會成長9%，少於2015年的15%成長。
Mobile ads
are growing fast, but advertisers still
aren't willing to pay as much for mobile ads as
desktop.
行動裝置廣告成長迅速，但是廣告商仍然不願意為行動廣告支付的如桌電廣告那麼多。
If Google can
improve the effectiveness of its mobile ads, the company hopes it can force
advertisers to pay more.
如果Google可以改善他們在行動裝置廣告的效果，公司希望他們可以讓廣告商付更多錢。
