Marketers are constantly creating new tools and techniques to reach out to their consumers more fruitfully. In an attempt to help them do the same, Google recently launched the AdWords Enhanced Campaigns – a solution for the multi-device world we live in. Enhanced Campaigns will have the ability to leverage all of the important mobile advertising features, without having to create separate campaigns for every location and device. Simply put, for a single campaign there can be same ads for desktop and mobile.
What does this mean for marketers?
According to Susan Wojcicki, SVP Advertising, “We want to provide the best search results for users regardless of where they are and what device they are using.” Advertisers will now be able to target people based on the time of day, their location and the device they are using. Which means that this new feature makes it easier for businesses to manage campaigns across devices.
The benefits outlined by Google include the following:
- Contextual data on device depending upon location and time of day. One campaign will handle bid adjustments for all screens
- Ads optimised for user context
- Consolidated reporting across all devices
Watch this video to get a better idea.
Is this however, a mere step towards revenue generation by Google?
Here’s what the advertisers have to say. Rates of cost per click is low in mobiles. In average, they constitute only 60% of desktop rates, and in some cases even as little as 25%. This is primarily because mobile ads are smaller versions of desktop ads. While it is easy for marketers to set up a mobile campaign, they lose all the unique capabilities offered by mobile. As a result, advertisements do not get the expected engagement levels which inevitably leads to lower clicking rates. Now, by rolling the campaigns together mobile campaigns CPCs will improve for Google.
Paul DeJarnatt, Vice President and Group Director at Starcom USA said, “The largest beneficiary, at least at this stage, appears to be Google itself.”
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