Mon Feb, 2013 by Digital Bus
Google recently announced they have simplified their Ad Words program in effort to increase mobile advertising. The new interface, called Enhanced Campaigns, recognizes if a user is on a mobile device or a desktop/tablet and then tailors the ads accordingly.
Enhanced Campaigns will allow businesses to customize their budget in more ways than before. A great example of how comes right from the Ad Words blog:
“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.”
Default bids will be set at the desktop/tablet level and mobile will be set as a multiplier of the desktop/tablet. There is a way for ads to not run on mobile; decreasing your mobile bids by -100 will guarantee your ads will never be seen on mobile devices. However, if a business feels most of their customers are using mobile devices they can also increase their mobile settings by +300 and decrease their desktop settings.
This change is due to the common belief that mobile devices are utilized differently than desktops. What does this mean for the digital marketing firm? It is now important to critically analyse clients’ customer base and set up their Ad Words accounts accordingly. This news will especially benefit small businesses because they can maximize the times of the day that they see the most traffic and use the majority of their budget to capture the attention of potential customers that are within a few miles of their business on a mobile device. Whether people are ready or not, for Google, a mobile shift has already happened and mobile is now.
–By Krysia Hepatica