AdWords Evolves For Enhanced Multi-Device Campaigns

Chris CrumSearchNews

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Google just announced the launch of enhanced campaigns for AdWords, which it says will help advertisers better manage their campaigns in a multi-device world.

One key feature is bid adjustments to help advertisers manage bids across devices, locations, time of day, etc. from a single campaign. Google shares an example.

"A breakfast cafe wants to reach people nearby searching for 'coffee' or 'breakfast' on a smartphone," says SVP of engineering, Sridhar Ramaswamy. "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."

Enhanced campaigns will show ads across devices with the right ad text, sitelink, app or extension, without advertisers having to edit each campaign for every combination of devices, location and time of day.

"A national retailer with both physical locations and a website can show ads with click-to-call and location extensions for people searching on their smartphones, while showing an ad for their e-commerce website to people searching on a PC — all within a single campaign," explains Ramaswamy.

The enhanced campaigns also come with advanced reports to measure new conversion types. For example, you can count calls and app downloads as conversions in your AdWords reports.

"You can count phone calls of 60 seconds or longer that result from a click-to-call ad as a conversion in your AdWords reports, and compare them to other conversions like leads, sales and downloads," suggests Ramaswamy.

Enhanced campaigns will roll out to advertisers as an option over the coming weeks. All campaigns will be upgraded in mid-2013.

Chris Crum
Chris 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.