Just when we think we’re getting the hang of things in search, Google shakes it up all again! In their latest announcement of “enhanced campaigns”, marketers can now reach consumers with more relevant ads regardless of what device they are using.
Sounds like a good move towards seamlessly converging mobile and desktop devices, saving time and making things easier right? Well it’s never just that simple with Google. So what does this big news really mean for Media Buyers and how can we help?
The basics: how it works?
According to Google, “enhanced campaigns help you reach people with the right ads, based on their context like location, time of day and device type, across all devices without having to set up and manage several separate campaigns.”
Let’s use a Pizza Restaurant to demonstrate how this work. Just before noon, you want to catch the office crowd that is searching for “pizza” and show your ad on their desktop with a link to your menu. Then again around 5:00pm when most people leave work, you may want to show a different ad to someone searching “pizza”, and include a click-to-call phone number so they can order straight from their smartphone on their way home.
This basically means that regardless of the time of day, keyword intent or whether your audience is toggling between a laptop, tablet or smartphone, you won’t miss the opportunity to reach them with the right ad.
It’s like killing two birds with one smartphone! We know mobile is hot right now but many businesses still haven’t optimized their advertising (or websites) for mobile devices. With enhanced campaigns, marketers (even the noobs) can easily setup mobile ads, manage, pull reports and compare multiple campaigns across all devices at the same time.
Secondly, Google is getting better at localization. By knowing whether a search is done at home, in the office or elsewhere, you can serve ads based on the proximity of where a user is relative to your business. This “mobile preferred” feature is great if you are sending out location specific offers or limited time promotions.
Previously you could chose whether you want to create a desktop OR mobile campaign but now there is no option to create a mobile-only campaign. Hmmmm sounds like Google thinks it knows what’s best for marketers! Meanwhile, agencies, affiliate marketers and other more savvy advertisers can expect to experience some frustrations with these new changes.
Controlling bids and budgets are also not as transparent and some of the granular options for the more sophisticated advertisers will be sacrificed.
How can we enhance your experience with Adwords enhanced campaigns?
Between now and the full upgrade of all campaigns in mid-2013, advertisers can experiment with different types of ads by device. More than ever it’s important to track the performance of mobile vs. desktop ads.
With our WhatRunsWhere mobile tool (currently in beta), you can get access to real-time intel on what your competition is doing by device (iPad, iPhone and Android), by networks and across 9 countries.
Also, just like with our Display Intel tool, you can search through text ads, landing pages and the most popular banner sizes. Notice how the ads may change depending on the device and get new ideas on ways to customize the copy/creative to each device.
Like it or not, enhanced campaigns is here! Get ahead of the game and try us out for just $1.
What are your thoughts on this? Do you believe enhanced campaigns will boost your business’ success in a world of constant connectivity?