“If we were going to build AdWords today, what would it look like?” That’s the question Google’s Nick Fox, VP of Product Management, and his team began asking last year. The result is AdWords enhanced campaigns, a major update announced today that is designed to simplify campaign management across multiple devices, and to increase adoption rates of mobile advertising among small and medium sized businesses.
PPC managers have become accustomed to the time-consuming workarounds needed to target ads by device type and location by cloning campaigns and managing granular settings and bid strategies.
With enhanced campaigns, managers will set different bids and show different ads based on a user’s device type, location and time of day, all within one campaign.
Here is an example from the Adwords 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.
Click on the following link to read the full article: