Google’s Enhanced Campaigns in AdWords have been touted by the company as a better approach to search marketing. But a recent survey by Econsultancy underscores the reluctance that’s still prevalent among marketing professionals, with mobile concerns coming to the forefront.
The changes to AdWords’ older approach had ruffled feathers upon its announcement. Some search marketers were unhappy to see the pay-per-click mode of advertising fall by the wayside. But after a grace period during which businesses slowly transitioned over, all search marketers on AdWords are now using Enhanced Campaigns to create and manage their search-related strategies.
That doesn’t mean everyone is on board, however. In fact, according to Econsultancy, a chunk of respondents — 43 percent of agencies and 56 percent of in-house marketers — still don’t know whether Enhanced Campaigns are good or bad for business.
Only 35 percent of agencies and 29 percent of companies believe the new campaign-management system will have a positive impact on the quality of their marketing.
Minding the Mobile Perspective
According to Econsultancy, the big concern among marketers is that the changes don’t allow campaigns to be operated as mobile-only. Segmentation was possible in the previous version of AdWords, but the new lack of segmentation could actually reduce the information available to businesses while preventing campaigns from specifically targeting smartphone and/or tablet owners.
Over time, that could hurt the efficiency of these campaigns, because the marketing content won’t be catered so specifically to consumers. The study goes on to note concerns that Google is stripping away the intelligence of marketing campaigns and hurting returns on investment in the process.
Even so, many marketers are undecided on the new tools and approach, and only time will tell how Google’s enhancements play out among mobile-minded marketers.
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