A Million Reports Later, Some Exciting Updates to the AdWords Grader

By | November 5, 2016

This month we hit a pretty huge milestone: Over the past 5 years, our Mobimatic Performance Grader has delivered more than a MILLION free reports (over $10 billion in unique advertisement spend) & helped countless businesses & marketing agencies of all sizes & all over the world understand how their AdWords accounts are performing & where they are missing opportunities.

In those 5 years, AdWords itself has changed. We are constantly evolving our software and tools to stay on top of changes in AdWords & provide more actionable insights for our users. Now, we are announcing one of the biggest updates in AdWords Performance Grader – new support for Expanded Text Advertisements & greatly enhanced mobile data & analysis, including new mobile insights through the Grader report.

Adjustment is a constant in the online advertising industry, but it has been focused around the mobile revolution. Mobile accounts for over 55% (some say 60%!) of Google searches. To put that in context – people buy mobile phones (we assume, conduct mobile searches) evry year than buy toothbrushes. AdWords has shifted to a mobile-first approach. What this ideas are that we as businesses can no longer address desktop audiences first & leave mobile as an afterthought.

We also recognize the necessary of Expanded Text Advertisements – Google is calling this its biggest adjust to AdWords in 15 years and they are not kidding. This update, which roughly doubles the size of every ad, is a game-changer & early adopters have the opportunity to get ahead of the curve.


To understand the impact of Expanded Text Advertisements on your account, we made a brand-new section specifically concentrate the new ad type, as well as unlimited access to our Expanded Text Advertisements Guide + Cheatsheet.

I will take you through the changes step-by-step & what you can expect to learn about your account performance.

*NEW* Expanded Text Advertisements Section

Expanded Text Advertisements are here and that means you have some work ahead of you. Google & WordStream agree that to advantage from this change, simply “converting” your existing standard text advertisements into ETAs will not cut it. ETAs require you to rewrite your copy & change your approach.


As the deadline approaches, it is time to begin thinking about the transition & how you will tackle it. The Grader will check up on your progress so far & includes a simple guide to making successful ETAs. You can learn more about what ETAs are & how you are doing with the ETAs you have going.

In-Context Mobile Insights

We have discovered that it is much easier to fail  – mobile CTR drops off a whopping 40% just between positions 1 & 2. Mobile CPC’s, formerly much cheaper than desktop clicks, are rising fast.

Let’s take a look at how the AdWords Performance Grader makes you understand & improve your mobile performance. The updated of the Grader has new mobile insights sprinkled throughout 4 key sections: Text Ad Optimization, Click-Through Rate Optimization, Best Practices and Mobile Advertising.

Click-Through Rate Optimization

Keywords & ads perform differently on mobile vs. desktop. We have segmented out both average position & CTR by mobile, desktop & overall (includes all device types) to highlight your device-based challenges. With this new level of information, you can optimize your advertisements for specific device types to get the most out of your PPC budget.


Text Advertisement Optimization

Understanding advertisement performance is very important so you can replicate your successes & avoid tactics that are not working. Advertisements perform differently on different devices, so we segment out your best, worst & average-performing advertisements by device. This way, you can see which advertisement copy is best for mobile vs. desktop. Users can build on this device-specific success.


Best Practices

We’ve added a new mobile best practice check. The check is created to see if your account is using mobile bid modifiers on any advertisement group. Modifying your bids for mobile is a good way to be smart about your budget & target mobile impressions for mobile-optimized advertisement groups.


Mobile Advertising

The Mobile Advertising has been completely redesigned. This helps you understand how your mobile budget & mobile ad optimization compare to others in your industry, with in-depth cost-per-click analysis to present how your mobile-specific bids stack up against the competition.