Earlier this month,
Google AdWords announced that it’ll be rolling out “enhanced campaigns” over the next six months. Enhanced campaigns are designed to do two things:
• Provide more targeted ads to searchers – the example Google’s giving is if you’re searching for “pizza” at noon on your work PC, an ad driving you to an online ordering form or menu is probably most relevant to you. But if you’re searching for “pizza” at 7 pm on your smartphone and are a half mile from the restaurant, a click-to call phone number or restaurant locator may be more appropriate.
• Make it easier for advertisers to serve up appropriate ads to searchers based on the device they’re using, their location, and the time of day, by automating and simplifying the above.
Sounds good, right? And a lot about it is good. We’re all increasingly using different devices throughout our day, and often for different purposes. Advertisers can bid higher for more valuable searchers (based on device, location and time), or lower for those they value less. Enhanced campaigns also come with better reporting that measure new conversion types, including phone calls, app downloads, and individual sitelinks.
But…where Google giveth, Google taketh away. Read more…