February 7, 2013 Leave a Comment
Google has announced a new upgrade to their Adwords PPC platform, launching “enhanced campaigns”
Google are calling this a first step to help advertisers manage ad campaigns more easily, and more effectively, in today’s multi-device world.
The announcement today references a recent study of multi-device consumers that found that 90% of users move sequentially between several screens to accomplish a task. With a proliferation of new devices — PCs, laptops, tablets, smartphones, hybrid devices, mini-tablets, televisions, and more new digital screens and devices still to come, today’s consumers are constantly connected and moving from one device to another to communicate, shop and stay entertained.
Google highlight the new opportunities this creates for businesses, but also points to the fact that this can make marketing more complex and time-consuming than ever before. They offer the example of a pizza restaurant that 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 or restaurant locator). This means that key factors such as location, time of day, and the device a consumer is using have become increasingly important in showing them the right ad.
With Google’s new 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 everything in one single place. The new enhanced campaign functionality enables advertisers to reach searchers with the right ads, based on signals such as location, time of day and device type, across all devices without having to set up and manage several separate campaigns.