Google Adwords ads titles are flooded with Emoji these days. It has given rise to conversations that this trend will be rolled back soon across the globe.
This trend has been seen before. In previous instances certain combination of characters created an emoji in AdWords and they passed through Google unchecked. Any benefit that is generated from using these emoji are only for short period.
However, there are enough reasons this time for us to believe that they will stay for a little longer.
The latest example of emoji being used in AdWords was in an advertisment that carried the title “auto haus mainz”.
Of all the ads that have been observed so far only a small number of them carried emoji. This looks like to be another small test and quite possible another loophole, which may soon be plugged by Google. The probability of the second reason is very low, however.
It is highly likely that this indicates a new change that may bring in significant implications on numerous industries.
Sometime back it was written that Google is now again considering these emoji in organic search results. This was a significant change in stance for this universally accepted, visual language.
It is been said that restrictions will be there on the appearance of these characters in organic search queries. Searches that are truly relevant will fetch these characters in the results.
A look at the trend of past few years shows that paid listings are given preference over organic results. In this light, it is difficult to predict how beneficial this trend will be in SEO. Only time can tell if this will be as effective as paid search, provided that it has a beneficial effect on CTR.
What Impact it can have?
The prospect that will discourage or enthuse advertisers will impact the performance of the campaign. Theoretically, CTR will increase with apt use of emoji, which will ultimately effect Quality Score. This comes as a welcome news.
If it is able to generate a small percentage of queries, it will give birth to a new generation of attention grabbing creative, something which was found missing in here, as compared to Facebook, for example.
Google wanted to streamline the number of colors affecting search results. Bearing this in mind, the path to launch emoji should be walked with caution. Using a swathe of emoji so soon should be prohibited as of now.
Many people would argue that this change in trend is done to increase CTR paid search and ultimately increase Google revenues. What this means is that, emoji launch in ad titles is completely in line with business strategy of Google.
How Emoji can be used by Advertisers in their AdWord titles?
Considering that it will be moved out beyond ring-fenced, small tests, emoji can be copied and pasted by advertisers in their ad test within AdWords.
This means, when compared with other campaign this will only bring in a small change. This upgrade will enable easy analysis of campaign performance and targeting deployed options.
How long will this trend last?
Last year, an announcement was made by Google on the ability to perform searches by using emoji. In that same year, a small group of shopping results showed the appearance of these emoji. There was also an option to use emoji for query level performance in Search Console.
This capability, in the case of the latter, depends on the usage of emoji by consumers, so there was a limitation on its applicability search marketers. Regardless of the case, this change is a direct indication of the aim of Google to increase volume for search query by using new ways in this time of maturing and fast competitive market.
When it comes to sharing emoji through social sharing buttons, some difficulties were faced in here. It was difficult to process some characters the way they were designed. Therefore, there is no second thought that the increased use of emoji on different digital platforms is not completely dependent on the position of Google.
With that being said, it is quite likely that the usage of emoji will increase on different devices of Google as well as the ownership of the data by the search engine giant.
This change in tactics will force other search engine platforms to make changes according to keep up with the competition.