Consumers are becoming increasingly more mobile. Not only are they more connected, but they’re using many different devices to do so. In order to help advertisers reach consumers more easily, Google is upgrading its AdWords program.
Enhanced Campaigns will give business owners a better way to advertise across multiple devices. This will let you customize campaigns based on location, time of day, and device type. The search giant also promises that you’ll be able to manage all of this in one place.
Previously, if you wanted to advertise on both desktop and mobile, you’d have to create separate campaigns. With Enhanced Campaigns, you can create a single campaign that runs across devices, which can be tweaked to allow different contexts. Here’s an example from Google’s blog post:
“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 percent higher for people searching a half-mile away, 20 percent lower for searches after 11am, and 50 percent higher for searches on smartphones. These bid adjustments can apply to all ads and all keywords in one single campaign.”
Other notable features include the ability to customize the ad unit based on the context — a mobile ad could include a click-to-call button — and advanced reports that integrate metrics like calls and downloads. Google hopes that these new features will not only make it easier for you to create successful campaigns, but to also see a return on investment through reporting tools.
Enhanced Campaigns will roll out to advertisers as over the next few weeks. Google plans to upgrade all campaigns in mid-2013.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.