People can now surf the web on their televisions, which is quite indicative of the multi-screen phenomenon that is sweeping the country right now. With consumers hitting the web on every way possible, marketers have a lot of new considerations on their plates. However, as the trend of multi-screen browsing grows, there have not been many solutions created to help marketers keep up with the growth, which makes the whole debacle a bit more difficult. Not only do marketers now have to consider the devices they are reaching consumers on, but they still have to consider things like time of day and location. The continued growth of multi-screen browsing is causing stress to say the least, but Google is now trying to help out with this issue by spiffing up its AdWords service a bit.
A blog post from Google states that the company is bringing out enhanced AdWords campaigns for its marketing users. Now, all kinds of marketers will be able to use AdWords for managing and keeping up on numerous ad campaigns at the same time. Marketers will be able to keep track of things like devices, while at the same time managing locations for targeting, and time of day. All of this can be done while accessing analytics reports from AdWords, taking quite a bit of stress away from the process and bringing everything to one place.
Senior Vice President of Engineering, Sridhar Ramaswamy writes in the blog post,
This creates great opportunities for businesses, but can also make marketing more complex and time-consuming. For example, a pizza restaurant probably wants to show one ad to someone searching for “pizza” at 1pm on their PC at work (perhaps a link to an online order form or menu), and a different ad to someone searching for “pizza” at 8pm on a smartphone a half-mile from the restaurant (perhaps a click-to-call phone number and restaurant locator). Signals like location, time of day, and the capabilities of the device people are using have become increasingly important in showing them the right ad.
So, to be exact about the new enhanced AdWords campaigns, allow me to elaborate on the key features.
Multi-Device Marketing Tools
As is stated above, the improvements to AdWords help marketers better manage consumer devices and locations, as well as better consider time of day. Also, bid adjustments help marketers manage bids better across devices, time of day, and locations, all in one campaign.
User Context Optimization
There is a huge difference in what people on the move are looking for when they search using Google, and what people are looking for while searching from the comfort of home. “With enhanced campaigns, you’ll show ads across devices with the right ad text, sitelink, app or extension, without having to edit each campaign for every possible combination of devices, location and time of day.”
New Conversion Types = New Reports
So, as I stated a multi-screen world has allowed consumers to reach ads and engage with them in new and unique ways. For example, users may download apps, click-to-call, or even just see an ad on a brand new type of device. Since these are such new ways for users to create conversions, enhanced AdWords campaigns provide new ways to measure this performance.
These new AdWords campaigns will be rolling out for marketers to use over the next few weeks, reaching the point of all campaigns being upgraded by the middle of the year. Google will be releasing tips and advice for using the enhanced campaigns during the duration.