Google Revamps AdWords for the Mobile Generation

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Posted 5 years ago

Google has announced that its leading moneymaking feature AdWords is to get an overhaul designed to allow advertisers to manage and bid for ads across all computers, smartphones and tablets within the same campaign.

AdWords contributed $43 billion in advertising revenue for Google last year – the bulk of the company’s income; but after having gained for eight straight quarters, the last five quarters have seen cost-per-click (CPC) fall. This is likely have been the chief motivation behind the AdWords upgrade, along with the fact that mobile is fast becoming the dominant force in search engine use and Google mobile searches are expected to surpass those of desktop by 2014!

Google confirmed in a blog post late on Wednesday that the new upgrade will be called “Enhanced Campaigns” and is designed to help marketers keep up with the fast moving world of internet search. “People are constantly connected and moving from one device to another to communicate, shop and stay entertained,” said Google’s vice president of engineering Sridhar Ramaswamy in the blog post. “And there are many more digital screens and devices to come, with the lines between them continuing to blur.”

The revamp represents the biggest change to AdWords since it was released back in 2000 and Google says it will help advertisers “reach people with the right ads, based on their context like location, time of day and device type.”

The location based bidding and ad group level ad extension, which prevent advertisers from having to split up campaigns because of different extensions, are definitely great things about the Enhanced Campaigns. However, the lack of mobile-only campaigns, the removal of the ability to target specific operating systems, and a possible rise in CPCs are sure to rub some advertisers up the wrong way.

Google has said it will begin rolling out Enhanced Campaigns to advertisers as an option in the next few weeks and will have all campaigns upgraded by mid-2013. This gives advertisers about six months to transition campaigns and Google has included some resources to help do this on its blog.

– Anthony Carter

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