Google AdWords, the search engine’s advertising platform, is being pushed more into mobile with a new product, “Enhanced Campaigns.” This new upgrade allows AdWords users to customize their placements on mobile devices by selecting different options; including the type of device, time of day, and geographic immediacy. Possibly the most important thing about this, for advertisers, is it will be able to be managed in one place.
Google AdWords blog gives a quick overview of some key features and offers examples of the specifications that can be made. A cool feature of Enhanced Campaigns is that advertisers will be now able to bid on keywords, like before, but this time can do so based on the time of day, location, and type of device.
Example: A breakfast cafe wants to reach people nearby searching for “coffee” or “breakfast” on a smartphone. Using bid adjustments, with three simple entries, they can bid 25% higher for people searching a half-mile away, 20% lower for searches after 11am, and 50% higher for searches on smartphones. These bid adjustments can apply to all ads and all keywords in one single campaign.
This new way that Google is allowing advertisers to bid will change the way that companies think about their campaigns. Prior to this upgrade users had to create distinct campaigns for different devices, but now it can all be done within a single campaign.
This new way of advertising is not only going to make it simpler for those running complicated campaigns across multiple platforms, but also will increase the price of the cost-per-click. In the beginning people will be unsure of what an ideal bid will be so the bidding is going to take a while to develop. Chris Copeland notes that the competition will increase due to the push towards more mobile buying.
Overall this should be a very interesting and successful upgrade from the current Google AdWords platform.
Do you run Google AdWords campaigns? What do you think of Enhanced Campaigns? Let us know what you think in the comments section below.