Today the Google AdWords Blog announced significant enhancements to their AdWords paid search ad platform and how this platform handles ad campaign management. The blog goes on to detail these enhancements “designed to help advertisers succeed in a multi-screen world”.
People are constantly connected and moving from one device to another to communicate, shop and stay entertained (one study revealed 90% of people move sequentially among several screens to accomplish a single task). With many devices and screens in the market today and many more to come, these devices and consumer behavior around them tend to converge and forge similarities.
This is both a bane and a blessing to advertisers, offering more access points to consumers, but more logistical complexities when targeting, tracking and reporting. 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.
With Enhanced Campaigns, advertisers can easily manage all campaign logistics in one single place, helping advertisers reach the right 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.
1. Powerful marketing tools for the multi-device world
People want search results that are relevant for the context they are in — their device, location and the time of day. With bid adjustments, advertisers can manage bids for ads across devices, locations, time of day and more — all from a single campaign.
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.
2. Smarter ads optimized for varying user contexts
People on the go or near your store may be looking for different things than someone sitting at their desk. With Enhanced Campaigns, advertisers can show ads across devices with the right ad text, sitelink, app or extension, without having to edit each campaign for every possible combination of devices, location and time of day.
Example: A national retailer with both physical locations and a website can show ads with click-to-call and location extensions for people searching on their smartphones, while showing an ad for their e-commerce website to people searching on a PC — all within a single campaign.
3. Advanced reports to measure new conversion types
Technology is enabling people to take action on ads in new ways. Potential customers may see an advertiser’s ad and download an app, or they may call the advertiser. It’s been hard for marketers to easily measure and compare these interactions. To help advertisers measure the full value of campaigns, Enhanced Campaigns enables advertisers to easily count calls and app downloads as conversions through AdWords reports.
Example: Advertisers can count phone calls of 60 seconds or longer that result from a click-to-call ad as a conversion in your AdWords reports, and compare them to other conversions like leads, sales and downloads.
Read more at: AdWords Blogspot