It’s here – mobile is now.

Everyone knows that this generation is mobile-first, and giants such as Google are showing just how much mobile is integral to marketing. So much so that the search engine company is rolling out a myriad of innovations for AdWords, all dedicated to putting mobile at the helm of every marketing strategy.

How’s all of this going to look? What can marketers expect from the innovations being rolled out by Google?

The first thing marketers notice about these innovations is that this is not just some run-of-the-mill update. No. it’s a complete overhaul of how AdWords works. In fact, some of the changes made are the biggest since AdWords came into the picture some 15 years ago.

One of the most prominent features to see some improvements with the new update to AdWords is the Universal App Campaigns application, which Google says has been designed to also work on iOS in the latest iteration. So far Google reports that the feature resulted in apps being downloaded over 2 billion times. So advertisers can take unique advantage over the tool, which promises many lucrative opportunities.

But that’s not all that is coming out of the search engine’s roll out. Google is taking mobile-first so seriously that it’s gone as far as to even change the way ads display on both desktop and mobile. How so? For desktop, you may have noticed that the ads to the right are no longer available. Google has explained that this is so that the search experience is seamless on all devices.

However, this is just the tip of the ice-berg. Ad content is being revolutionised to display better for all popular mobile devices. Google calls one of the major innovations expanded text ads. This new feature will see character count increase and be consolidated on the headlines and long description, respectively. Google has explained this move as an effort to help marketers optimise their ads across screens. This will help the end consumer see details of your product offering well before they decide to visit the page.

The line of AdWords innovations extend into advertising on apps. Now any ad that is designed to be responsive on Google Display Network has the capability of adapting to apps and publisher sites. This is a move to an improved way of native advertising, allowing marketers to match the look and feel of the application or publisher site they’re advertising on. With Google further giving marketers access to a larger cross-exchange inventory, marketers can also look forward to an increase in conversions.

Bidding has also changed. Google has rolled out a feature that allows marketers to anchor base keywords on devices they’ve seen are more important to their business. This will be made even better with the amount of flexibility Google allows marketers to have when adjusting their bids all the way up to +900%.

And don’t forget about geographical significance. Google surely hasn’t and some features that come out of AdWords innovations will allow you to increase visitors to your store. An example is how Google plans to display promoted businesses on Google Maps. The upshots are varied and wide. Just imagine a person using Google maps to navigate around town, and your promoted coffee shop is in within proximity, allowing them to pop in for a refreshment or meeting. You get the picture.

What the geographical innovation is showing us is that Google still recognises that businesses exist offline. And other features related to local searches will allow marketers to gauge how much ROI their ads online are generating offline.

It’s no longer a questions of when or where. Mobile is now part and parcel of our lives. Marketers can start exploring how much this is the case on Google’s AdWords, which is going to come with a string of features that increase your ads relevance, visibility and flexibility on mobile. All of this amounts to more tools to create a more impactful ad campaign that generates a considerable amount of revenue or leads.