Google is rolling out Enhanced Campaigns in one of the most extensive upgrades Google Adwords has seen in years. The enhancements aim to improve the user experience while making it easier for businesses to manage ad campaigns for customers who use a wide variety of mobile devices, as Google explained in a blog post published on February 6.
How It Works
Google Adwords allows businesses to place ads on relevant websites, and until now they have had to create separate mobile ad campaigns to produce mobile-friendly advertisements. With Enhanced Campaigns, businesses will no longer set up separate mobile ad campaigns but instead manage all ads from one central campaign account. This simplifies the process of creating multiple Adwords campaigns, saving time for businesses. Customers see ads based on their location, the time of the day, and the type of device they are using.
Potential Impact on User Experience
Google’s recent Multiscreen World Study shows that people use different devices at different times of day based on where they are and what other tasks they are involved in. For example, someone looking for Suzuki from a smartphone may be more likely to want details of the nearest dealership, while a user searching for it on a laptop or desktop may be more likely to want detailed specifications on the newest models. Google Adwords Enhancement Campaigns makes use of these findings by showing ads most likely to meet the user’s needs based on the user context or their environment at the time they are searching online. The goal is to improve the user experience, and lessens the likelihood the user will become frustrated and jump to a competitor site if they can’t easily find what they are looking for with their smartphone, tablet, laptop or desktop.
User Engagement Reports and Bid Adjustments
In addition to managing all mobile and non-mobile ads from one account, Google Adwords Enhanced Campaigns will include data on user calls and app downloads as conversions in their reports, making it easier for business owners to spot the ads that engage their customers. In addition, they can target certain customers based on their location, time of day, and device, and bid more or less to place their ads on relevant websites shown to online users meeting those criteria.
While the upgrades will be introduced as an option in the next few weeks, the full Enhancement Campaigns will be implemented to all Adwords customers by mid 2013.
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