Google has launched the enhanced campaigns taking the Paid search industry and targeting to the next level last week. For a change google has created a nice looking microsite around enhanced campaigns which suggests they are really serious about the capabilities and business focus that these enhancements can bring in for the marketer.
While these are made live in Feb’13, Google also promises to upgrade or further enhance them mid year.
My learnings from SES New Delhi’12 also suggest that Mobile and tablets are the really future oriented targets and can be better utilized as users are likely to have a phone most of the time along while compared to a PC.
What will the new Enhanced Campaigns bring in?
Multi-device marketing
Whether you are using PC’s, tablets or smartphone to reach out to your target consumer, search volumes based on the ‘relevant’ set of keywords is the right metrics.
Dynamic Bidding:
Advertisers can now set the maximum Cost per click values for mobile as a percentage of the adwords campaign (all devices). One debatable issue is, has Google done it right by merging the devices targeting altogther as a direction?
Getting the right Context:
While Adwords already supports dayparting, demographics (limited countries targeting is accurate), all new enhanced campaigns powers the user’s ‘intent’ and ‘inclination’.
Mobile devices traffic can be pushed to the mobile site more easily and with greater accuracy.Geotargeting with a local approach is coming in a big way. While Google sees future in Mobile, it’s time for the webmasters and web designers to take the website designs to adopt ‘Responsive’ needs.
At adgroup level, PPC campaign manager can define the target method.
Metrics and Measurement
Advanced reporting features per device is new. Integrating marketing and channelwise reports can be compared ‘externally’ with the data from Google adwords and Analytics combined numbers.
Segmentation and differentiation on a device level will be possible with Google’s enhanced campaigns.
My take on the Google enhanced campaigns is its a better version with most of the existing setup and process flow is not drastically changed. Well, the change is good and future oriented.
If utilized well by digital marketers, can be an amunition for winning the PPC War!
