Google rolls out AdWords management for multiple devices
Google plans to upgrade all AdWords campaigns in mid-2013
IDG News Service - Google is rolling out a new version of AdWords that will allow advertisers to manage and bid for ads across computers, smartphones and other devices within the same campaign, in a bid to simplify mobile advertising.
The company said Wednesday in a blog post that its new "enhanced campaigns" will roll out to advertisers as an option over the next few weeks, but it plans to upgrade all campaigns in mid-2013.
"This is a first step to help you more simply and smartly manage your ad campaigns in today's multi-device world," Sridhar Ramaswamy, Google's senior vice president of engineering, wrote in the blog post.
The new campaign includes the ability to manage bids across devices, locations and time, and have smarter ads with extensions optimized for varying user contexts. Users can, for example, bid higher for showing an ad to people who are close to their stores.
Google gave the example of an advertiser promoting a women's clothing boutique in San Francisco and an online store. Users can in a single campaign create ads tailored to customers searching on their mobile devices for women's clothing stores in San Francisco while also creating ads to appeal to those who want to shop for women's clothes online. "In a single enhanced campaign, you can show different ads and extensions to your customers, depending on what device they're using or when they're searching for you," Google said.
In the current AdWords platform, advertisers have to create multiple campaigns -- one for every city and every possible device combination, wrote Larry Kim, founder and chief technology officer of search marketing company WordStream in a blog post.
"Because this is so overwhelming, only the most sophisticated agencies and advertisers with large budgets and dedicated in-house PPC [pay-per-click] managers took advantage of Google's various mobile advertising features," he added.
Advertisers will now only need to specify a single bid adjustment factor for location and device, Kim said. For geo-specific and time-of-day based bidding, for example, the advertiser will be able to specify a bid adjustment multiplier from -100 percent to +300 percent. Users can also bid down by -100 percent to turn off mobile search.
Continuing growth in Google's advertising business helped increase its fourth-quarter revenue by 36 percent from the previous year. The company, however, saw a 6 percent decline in the cost of paid clicks, the money it charges when someone clicks on an ad, which puts pressure on the company to boost advertising and clicks in new growth markets such as mobile.
Certain decisions by Google including its clubbing of tablets with desktops for the new program may not find favor with advertisers, analysts said.
- 15 Non-Certified IT Skills Growing in Demand
- How 19 Tech Titans Target Healthcare
- Twitter Suffering From Growing Pains (and Facebook Comparisons)
- Agile Comes to Data Integration
- Slideshow: 7 security mistakes people make with their mobile device
- iOS vs. Android: Which is more secure?
- 11 sure signs you've been hacked
- The Critical Role of Support in Your Enterprise Mobility Management Strategy Most business leaders underestimate the importance of tech support when they choose an EMM solution. Here's what to put on your checklist.
- Separating Work and Personal at the Platform Level: How BlackBerry Balance Works BlackBerry® Balance™ separates work from personal on the same mobile device, right at a platform level. Find out how it can work for...
- Protection for Every Enterprise: How BlackBerry Security Works Get an IT-level review of BlackBerry® Security, addressing data leakage protection, certified encryption, containerization and much more.
- Future Focus: What's Coming in Enterprise Mobility Management (EMM) Find out why Enterprise Mobility Management (EMM) solutions that are truly future-ready must be designed to enable Machine-to-Machine (M2M) capabilities and much more.
- Live Webcast On-demand webinar: "Mobility Mayhem: Balancing BYOD with Enterprise Security" Check out this on-demand webinar to hear Sophos senior security expert John Shier deep dive into how BYOD impacts your enterprise security strategy...
- Live Webcast Unmasking the Differences between Consumer and Enterprise File Sync & Share The consumerization of IT combined with the rapid pace of the modern mobile workplace is forcing enterprise IT teams to evaluate file sync...
- Live Webcast Workforce Mobilization for Improved Productivity A mobility research director from Aberdeen discusses reasons for extending legacy applications to mobile devices, and an integration strategist from Attachmate shows how...
- Getting Ready for BlackBerry Enterprise Service 10.2 Find out how BlackBerry® Enterprise Service 10 helps organizations address the full spectrum of EMM challenges, while balancing the needs of both the...
- Containerization Options: How to Choose the Best DLP Solution for Your Organization This webcast outlines a framework for making the right choice when it comes to containerization approaches, along with the pros and cons of... All Mobile/Wireless White Papers | Webcasts