Who Has It Right On Enhanced Campaigns: Google Or Bing?

By: Chris Crum - April 7, 2013

In early February, Google introduced Enhanced Campaigns, which it described as an “evolution” of AdWords. While embraced by some advertisers, others do not like the direction Google has elected to take.

Microsoft, Google’s competitor in the space and a frequent critic of numerous Google practices, has now laid out its policy aimed at attracting advertisers who don’t like Google’s new model.

Which model do you prefer: Google’s or Bing’s? Let us know in the comments.

If you’re still unfamiliar with Enhanced Campaigns, here’s a look:

David Pann, GM of Microsoft’s Search Network, spoke to advertisers at a San Francisco Forum to address concerns Microsoft Advertising has heard around whether Bing Ads will go down a similar path as Google with Enhanced Campaigns. This is a legitimate concern, considering how Microsoft has been openly adapting other models that Google has embraced.

Microsoft is not going down the Enhanced Campaigns path ,however.

“While Enhanced Campaigns may seem to provide greater management efficiencies and improve mobile traffic, our customers have expressed worry that this change may in fact bring inefficiencies for more sophisticated advertisers or those with specific targeting needs,” a spokesperson for Microsoft tells WebProNews, echoing sentiments shared in a blog post from Pann.

During the forum, Pann expressed a commitment to “making it simple for small business advertisers to participate across devices while at the same time, enabling more sophisticated advertisers to have the fine grain targeting controls they require.”

Pann expands in the blog post:

At Bing Ads, we believe very strongly in giving advertisers the tools and flexibility to control their spending, target the most relevant audiences, and ensure they can get the best return on investment. We do not believe bundling mobile, desktop and tablet advertising together in an opaque manner is in the best interests of our customers.

Our own customers have been concerned whether we would sacrifice control for convenience, and our answer is no.

We are committed to reducing friction by providing advertisers with the transparency and controls needed to maximize campaign effectiveness. We strive to make it simple for small business advertisers to participate across devices and more sophisticated advertisers to have the fine grain targeting controls they require. Our stated goal of providing advertisers the ability to do in 15 minutes what it takes them 45 minutes to do on Google, should not – and does not – come with any caveats or loss of control.

Bing Ads believes in building long-term trust through consistency, expectancy and transparency.We know budgets and resources are limited – we want to enable our customers, not hinder them.

Bing Ads Platform Manager Dare Obasanjo discusses Microsoft’s policy in a separate post.

“With enhanced campaigns, fine-grained targeting by operating system, device model and carrier is no longer available,” writes Obasanjo. “More importantly, tablets and desktop PCs are now treated as a single entity. It is no longer possible to target an iPad or Kindle Fire user differently from a user of on Dell or HP desktop PC.”

“Another elimination of flexibility also occurs when it comes to targeting users on mobile devices. All search marketing campaigns in AdWords are now desktop/tablet targeted campaigns. The ability to target mobile devices is only available by augmenting certain aspects of a desktop/tablet campaign.”

Microsoft says it will be updating its product to ensure AdWords advertisers can “seamlessly” transition between both products, despite Bing’s absence of Enhanced Campaigns-like functionality.

At least there’s not a “Scroogled” campaign this time.

As mentioned, some advertisers see the value of what Google’s doing, and certainly Google thinks there is plenty of good reason to operate this way.

Will you be switching from Google to Bing? Do you think Enhanced Campaigns are good or bad for advertisers? Let us know in the comments.

Chris Crum

About the Author

Chris CrumChris Crum has been a part of the WebProNews team and the iEntry Network of B2B Publications since 2003. Follow Chris on Twitter, on StumbleUpon, on Pinterest and/or on Google: +Chris Crum.

View all posts by Chris Crum
  • http://www.nytfundament.dk Hjemmeside

    I have’nt tried Bing, but I’ve heard it should be pretty extensive.. On the other hand, I’ve been satisfied with Googles offerings.

  • Flo

    i prefer only free non profit open source search engines :) a search engine 4 every home 😀

  • http://www.quantisoft.com Howard Deutsch

    My preference is for Bing. Bing’s consistency is more effective. That is also true of general search. With Google’s Penguin and Panda releases ond ongoing frequent seo changes, websites can mobe several pages overnight. That makes no sense. Bing is better.

  • http://www.Hi5Facebook.tk Hi5Facebook

    hello Hi5Facebook Cool site 100% webmaster

  • http://internetbusinesskickstart.com Internet Business Kick Start

    Google Adwords advertising is becoming more and more restrictive, and we find we get a much better return on investment with Bing. The toolsets for both Google and Bing are very similar now and it actually works out much cheaper to run a PPC campaign on Bing for the same results. Bing every time.

  • http://hallenter.com Jeanette Hall

    Google at least is not as money hungry as Bing. I tend not to use either if I can help it. There are way too many free sites still out there. You just have to do a little work to find them!

  • http://artspaintball.net Art

    Bing wins hands down, Google has messed up everything that used to be good, gmail included.

  • http://addlinksites.com Link sites

    I would like to prefer Google offerings, seriously it is much better than Bing in my personnel opinion.

  • http://www.securitysystems.org.in Spay India

    Thanks for information about enhanced campaign between google vs bing.

  • Tim

    I spend an enormous annual pay per click budget. I have tested the new Google enhanced campaigns versus mobile/desktop campaigns and have found a decrease in clicks and in increase in expense using the enhanced version.

    For several years Bing has always had lower conversion costs for me, but does not do the volume of Google, hence the reason for even using Google.

    For the past two years Google has focused on raising its revenue at the bidder’s expense by removing and replacing tools that allow users more selection and ability to keep bid prices lower. They have also added new features that make it easier for people who are new to pay per click advertising to increase their bids to maximum limits without realizing that they are increasing the cost for everyone. I anticipate this trend to continue as it continues to pad Google’s profits. And that is what it’s all about.

  • http://www.graciousstore.com Nina

    The difference between Google and Bing is that they do things differently, but they both have the same goal, to optimize their profits