A wise man once said that the only constant in the universe is change. Too true. So, it should come as no surprise that Google is, once again, making a change to one of their services. This time around, it’s an AdWords change they’re unveiling. The changes to AdWords promise a host of new features that were designed to give AdWords users a greater footprint across devices on which potential consumers may be using to perform searches for products and services. Anywhere. Anytime. Any device. And although these kinds of changes are often met with much bellyaching from some in the search marketing field who are leery of change, this is different. This is Google’s answer to how best market to the constantly-connected world.
The latest tweak to the AdWords system is an improvement they’re calling “Enhanced Campaigns.” When you read into the description of the enhancement, you can easily see that it’s sure to be a huge benefit to those who have existing or future AdWords campaigns. The thrust behind AdWords with Enhanced Campaigns is that Google, like many others in the business of delivering online content, no longer believes that it’s necessary to segment technology. In other words, if it’s a screen (computer monitor, laptop, tablet, smart phone, wearable computer, etc.) and it’s online, content providers would like to be able to deliver to consumers without constraint or difficulty.
For years now AdWords campaign managers have targeted mobile, desktop, and tablet users with separate campaigns. This necessitated separate bids and copy for each audience type. With Enhanced Campaigns, Google is merging and unifying these separate campaigns under one campaign management system. Sure, the result won’t be as granular as AdWords without Enhanced Campaigns, but it will make life a little easier for campaign managers due to the fact that it won’t be absolutely necessary to build separate campaigns to ensure marketing efforts appear prominently on all devices.
So, what are the complaints?
Some AdWords campaign managers have taken to the blogosphere to complain that the days of getting cheaper clicks from mobile devices will soon come to an end. And although that may actually be true in every respect, it may be enlightening to know that the rise in mobile device usage is quickly changing the marketing landscape.
Mobile is quickly becoming the primary technology platform for computing, searching, communicating, and connecting. The USA is one of the top markets by share of global smartphone sales every year. In 2013, it is expected that smartphone sales will reach 125 million units. From an AdWords campaign perspective, it’s at this point that we’d all probably agree that marketers and businesses would be best served by a campaign technology that is able to display across all internet-connected devices large or small – especially those devices that are being carried around by 41.8% of all the people in the USA. This is where AdWords with Enhanced Campaigns comes in to save the day.
Lastly – from a business advertising perspective, this is where your AdWords campaign manager is able to help you reach out and speak to prospective consumers with messages that are more relevant to their goals and context. Reaching more people and solving their immediate needs is a good thing indeed.