Google has upgraded AdWords by rolling out something they call, “Google AdWords Enhanced Campaigns.” This new version of AdWords will make managing ads much easier, whether they are derived on a mobile phone, desktop or PC. But while this may help newbies, it has been seen as a step back by many advanced AdWords managers.
Why Did Google Created AdWords Enhanced Campaigns?
Google has stated that a recently study made it clear that about 90% of consumers move from device to device when researching and buying. Furthermore, screen sizes are going to continue to change and evolve in the future. Because of this, why not have one version of an ad and the same ad delivered (with slight formatting modifications) regardless of device?
Google has really done this to simplify the process. Previously, AdWords specialist would set up different campaigns for each device, but now there is only one through Google AdWords Enhanced Campaigns. The issue is there was a strong benefit to having that control. For example, users on a mobile phone often have a lower buying intent than those on a desktop. Many SEM professionals used this industry knowledge to improve conversions and CTR. So is this a step backwards?
Key Features of New Enhanced Campaigns
- Manage bids across all devices
- The correct ads will be delivered based on the device
Wrapping It Up
Enhanced campaigns will be rolled out over the next few weeks, so we don’t actually have a working version of this yet. However, many AdWords managers are already up in arms about this. Does this take the competitive advantage away from the diligent manager? Does this make AdWords more attractive to the small business owner? What are your thoughts?