Last week, Google unveiled "Enhanced Campaigns" sending ripples of both worry and elation throughout the marketing world. Google describes it as an evolution of AdWords, but critics are worried about the control they're forced to give up, among other things.
Google said on Wednesday that it will begin supporting enhanced campaigns in DoubleClick Search in the coming weeks "to help marketers run effective search campaigns across devices, as well as across channels."
As noted, not everyone is a critic of Google's move toward enhanced campaigns. We spoke with Larry Kim, founder and CTO of Wordstream, whcih was one of three companies outside of Google that worked with the company on the project in the months leading up to its launch.
“Enhanced Campaigns represent the biggest single change to the basic structure of AdWords campaigns in the past 10 years,” he told us. “The new campaign structure will greatly simplify targeting and bidding for different devices and locations. It’s a win-win for both Google and advertisers.”
You can read more about Enhanced Campaigns here.