Number of daily Google searches from mobile devices is likely to surpass desktop searches next year. Keeping the future in mind, Google has revamped its AdWords service with “enhance campaign” to make it appropriate for the coming smartphone age. The changes will enable the advertisers to target their prospects who search Google from smartphones or tablet computers without creating multiple ad campaigns under the AdWords sytem.
“People are constantly connected and moving from one device to another to communicate, shop and stay entertained,” says Sridhar Ramaswamy, senior vice president of engineering at Google. “And there are many more digital screens and devices to come, with the lines between them continuing to blur,” he adds.
AdWords, which generated $43 bn revenue last year, is an auction based advertisement platform where advertisers bid to place their ads next to relevant Google searches. As the number of internet searches on the move increases, there will be a need for a smarter way of targeting the mobile net users. Google has identified the need of the future and has come up with the new system right on time.
Enhanced Campaigns, that’s what the new system is known as, will offer advertisers greater control over the bidding process. Advertisers can adjust their bids based on different parameters such as device type, time of the day, location of the user etc. Instead of creating multiple ad campaigns to set up different types of device targeting, advertisers can now manage everything in a single campaign.
“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,” said Ramaswamy.
For example, a restaurant might bid high to show their ads to someone who is already pretty close to their location as chances of getting this person visit the restaurant is higher than someone searching from a distant location. Similarly, a morning cafe can bid more for the searches in the morning because hardly anybody would search for morning snacks after 11 am. Ad customization is another advantage with the new system. Advertisers can show map direction or one-touch calling option on smartphones, whereas, the same ad takes the users to the shopping website link of the merchant. Advertisers can track how many ads are leading to calls with the new reporting system.
Merchants will be benefited a lot with such intent and contextual targeting options. However, those who have already separated their mobile ad campaigns from desktop campaigns might be in a mess because “advertisers who had previously separated mobile/desktop campaigns (again, this was considered the best practice) will now end up having two campaigns targeting similar keywords with different ad experiences that target both mobile and desktop, even though they were likely intended to target either desktop or mobile search,” says PPC expert Larry Kim.
Even if there is a double-work for some; it’s worth taking the time as the advantages are huge.
Image Courtesy | Search image from Shutterstock