This week Google introduced its new device optimising feature for the AdWords platform – ‘Enhanced Campaigns.’ But what’s it all about, and how will this change your Paid Search campaigns?
Well Enhanced Campaigns is designed to enhance AdWords performance across multiple devices, allowing advertisers to better target customers. As always, Google is pursuing its mission to‘Think about the users.’ And with this new feature the focus is on the users and their device. To explain their thinking,Sridhar Ramaswamy, Senior Vice President of Engineering at Google, uses a Pizza analogy to describe how on different devices people search differently.
Ramaswamy says: “…a pizza restaurant probably wants to show one ad to someone searching for “pizza” at 1pm on their PC at work (perhaps a link to an online order form or menu), and a different ad to someone searching for “pizza” at 8pm on a smartphone a half-mile from the restaurant (perhaps a click-to-call phone number and restaurant locator). Signals like location, time of day, and the capabilities of the device people are using have become increasingly important in showing them the right ad.”
The Google Senior then goes on to explain that their new feature will make managing ads for different devices much simpler:
“With enhanced campaigns, instead of having to cobble together and compare several separate campaigns, reports and ad extensions to do this, the pizza restaurant can easily manage all of this in one single place. 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.”
Listed below are the 3 main improvements and what to expect from new AdWords feature when it comes in to fruition for all in June this year.
1. Ads are smarter and optimised depending on the user’s changing contexts
2. It provides stronger marketing tools
3. It improves reports that allow advertisers to measure new conversion types (digital downloads, in-store purchase, cross device conversions).
What to expect:
1. Campaigns will run across all devices
2. Mobile bids will be adjusted at the campaign level
3.Tablet bidding strategies will be aligned with desktop 4.Mobile bids fully controlled by advertisers
However not all will have to wait until the Summer to receive the upgrades. Google also stated that over the next few weeks it will roll out the enhanced campaigns to advertisers as an option. Croud will be keeping updated with these new features, examining some tips and best practices which we’ll be posting on our blog, so watch this space!
If you are interested in our Paid Search services, see our PPC pages, and don’t hesitate to get in touch with any questions.
Illustration from Net Imperative