Originally published on Search Engine Watch
At the heart of all the excitement surrounding Google AdWords enhanced campaigns rolling out this summer is the mobile strategy.
When mobile and tablet campaigns are required to be included with desktop, how will this impact results? To be precise, tablet is required and mobile smartphones are weighted as a percentage bid on a scale of -100 to +300 percent, but many advertisers may not know how to analyze the percentage to give.
I dug into a few accounts that combined mobile and desktop (pre-enhanced campaign) to see what we might expect for results and any common trends. These advertisers had no specific mobile strategy, which is a good sample to consider considering that many advertisers have been slow to embrace mobile strategies.
This isn’t a scientific study. Rather, it’s a snapshot of my observations of mobile and tablet behavior on “average” clients for a few months time period. Use this as an example only to determine how you may approach a full mobile campaign integration.
Originally published on Search Engine Watch:
On February 6th Google announced an upgrade to AdWords called Enhanced Campaigns that will allow advertisers to target consumers more efficiently with ads based on context like location, device type, and time of the day, in a single campaign.
Enhanced Campaigns have three main features:
- Campaign and budget management: An advertiser with a local presence could increase bids based on context, such as the location of the user or to adjust for device (e.g., “if this query is from mobile device, increase bid by 10%”). Bid adjustments will be found in the campaigns settings tab.
- Ads Based on Context: Advertisers will be able to differentiate mobile preferred creative where an ad would appear if the query is from a mobile device. This would take into consideration the capabilities of the device – such as whether the device can download apps or make phone calls. Mobile preferred creative will be a type of ad selection in AdWords. More…
Many Google AdWords features come with fabulous treats that help improve account performance or ease campaign management. Some of these same features, however, have a few nasty tricks up their sleeve that can throw PPC managers off course.
Scared? Don’t be. Learn how you can avoid these tricks, get ahead, and make sure you have the biggest pile of goodies at the end of the night…
Learn more in my article Trick or Treat? 5 Fabulous and Frightening AdWords PPC Features on Search Engine Watch!