Google Finds a Fix for Mobile CPC Dilemma with Enhanced CampaignsWritten by Michael Levanduski
February 13, 2013 # 3:14 pm # Industry News, Specials # No Comments
Being one of the biggest names in digital marketing, Google rarely finds trouble giving advertisers what they want or what they need. However, there is one area where Google has found itself lacking a bit in success. Mobile marketing, one of today’s most exciting new marketing platforms, has proven quite an issue for the big boss of the web. This is essentially due to the fact that mobile search queries monetize at only about half the rate of desktop searches, causing Google a struggle when it comes to CPC’s. And even though people are expecting the number of searches on mobile to far surpass the number of searches on Google’s desktop version in the coming year, Google’s CPC issue is starting to make marketers wonder, not just about Google’s mobile performance, but their entire standing in the marketing world.
However, if there is one thing that everyone knows Google as being good at, it is fixing a problem whenever they or somebody else finds one. Google saw the problem that they were having with mobile CPCs and got straight to work on fixing it. The result of their work was their new AdWords Enhanced Campaigns.
Larry Kim, the founder and CTO at WordStream,Inc., tells us that WordStream was just one of three companies that worked with Google on the development of their new AdWords Enhanced Campaigns. He also tells us that before these Enhanced Campaigns, advertisers had to put in a substantial amount of extra work in order to fully reap the benefits of Google’s mobile advertising features, and because of this, many advertisers simply choose against using Google’s mobile offerings.
Currently, advertisers are expected to create multiple different ad campaigns – one for every city and every possible device combination, which quickly becomes pretty difficult as there are now millions of possible combinations.
What Google Has Changed
According to Larry Kim, Google has done some fantastic things to cater to the mobile advertising needs of its AdWords advertisers. The current PPC campaign structure that advertisers have become used to is about ten years old, and Google saw that it was time for a major update. So, now advertisers will be able to access those mobile advertising features that are most important, and that were previously very difficult to utilize, with ease. The features will be very user friendly, and accessible by default, therefore ridding of the need to create a different campaign for each and every combination of location and device.
So overall, the idea of Enhanced Campaigns is to take the mobile advertising features that were previously available – but almost never used because they were too hard to implement – and offer them in a much more scalable way for all Google advertisers.
Because of this, it is almost guaranteed that mobile CPCs will rise, closing the large space that has been forming between mobile and desktop CPCs. This will be the direct result of all ad campaigns that exist now being automatically added as mobile campaigns as well. Not only that, but new advertisers will see the impressive and useful mobile tools of Google’s AdWords, and will be excited to use them.
Google saw the problem, and mended the wound, giving advertisers that struggled with mobile before, a chance to see success on multiple screens with AdWords. Larry Kim states, “By simplifying this process, I’m confident that we’ll see an uptake in mobile advertising adoption and ROI. I think the new enhanced campaigns will be particularly helpful for SMBs who are not yet taking advantage of mobile search.”
To hear more from Larry Kim, visit the WordStream Blog.