Google
recently announced AdWords Enhanced Campaigns, an initiative that restructures
ad and device management settings within AdWords. There are some benefits to the changes, but
also some major drawbacks.
Google has added some controls and options that
have been a long time coming, but the primary change revolves around how
AdWords Enhanced Campaigns handle settings for device targeting. For the uninitiated, the simplification of
device targeting should result in additional traffic from new sources, and
makes it easier to manage, but for experienced AdWords marketers this traffic
is already available with infinitely more control over where and when ads are
displayed and how much those ads will cost.
AdWords Enhanced Campaigns will be a forced
migration. Campaigns can be opted in
now, or Google will automatically transition campaigns late in Q2 2013.
Google is giving a little and taking a lot.
The changes to device settings are
like trying to create a detailed sculpture with a jackhammer. Precise management is critical for quality
results. By forcing advertisers into
mobile and limiting their control over it, Google is going to increase
competition as well as cost per click.
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