In early February, Google announced its new Enhanced AdWord program. This is one of Google’s first steps to help people to manage their ad campaigns with multiple devices, such as PCs, smart phones and tablets.
Google said in its announcement that it is offering enhanced campaigns because people today are always connected online and are going from their PC to smart phone regularly during the day.
The different ways that people are surfing the Internet provides some great opportunities for businesses, but it makes marketing more challenging.
For example, if you are looking for ‘pizza’ in Google during your work day, you may respond better to one ad, and if you are looking for ‘pizza’ at 9 pm on your iPhone near the restaurant, another ad might be better. Data that includes your location, time of day and what device you are on can make a big difference in how a customer responds. So, those different situations need a more enhanced advertising solution.
Some of the features of the Enhanced AdWord program include:
- Advanced marketing tools for multiple devices: People want to search based upon their current context – what device they are one, their location and the time. You will be able to manage your campaigns based upon a multiple device world. You can manage bids across several types of devices, locations and time of day – from one campaign.
- Smarter ads: People who are walking around the city or are near your store could be looking for something different than when they are sitting at the desk at work. With an enhanced campaign, you can show your ads on several different devices with the proper text, link and app, and you don’t need to edit every campaign for every possible device/location/time combo.
- Advanced reports: The new campaign program allows you to count clicks, phone calls and app downloads as conversions so that you can easily measure and compare different user interactions with your products.
This is just the latest update from Google, which rolled out its latest refresh to Panda recently. Google also has been experimenting with adding noise indicators on tabs for Google Chrome. Google always has something up its sleeve!