Mobile Strategy More Important Than Ever Before. Popular Today in Business: All Popular Articles I’ve written before about the importance of creating mobile-specific ad campaigns to reach this growing demographic. New data shows that a “mature” mobile strategy might be a make-or-break point for businesses this year, as mobile ad spending and smartphone proliferation continue to rise. In this article, learn more about the importance of mobile strategies and find a few tips for optimizing your own. Mobile Marketing Budgets Up It seems like not so long ago that I was extolling the virtues of a mobile-optimized marketing campaign… And indeed, it wasn’t that long ago. But since then, there have been a few developments that further emphasize my point that a successful business will not be successful if it doesn’t specifically target the mobile device using demographic.
These increases, of course, include mobile marketing, especially mobile content creation. AdWords Enhanced Campaigns for Mobile So, what does this mean for your business? The Harsh Wake-Up Call Google Delivered With Enhanced Campaigns. Chris Copeland | February 25, 2013 | 0 Comments inShare12 Brands are still not mobilizing to the necessary degree. Will Google's latest announcement shake them into action? For all the hand-wringing and teeth-gnashing over Google's announcement of Enhanced Campaigns, there is one inescapable fact brands must deal with: they are operating in a mobile world. Consider these statistics: Since the start of 2010, smartphone traffic has grown from 2.5 percent of all Internet traffic to 12.5 percent - a 400 percent increase.Over the next five years Forrester projects a 200 percent growth in smartphone contribution to overall e-commerce sales.43 percent of the U.S. population now carries a smartphone.
And yet brands are still not mobilizing to the necessary degree. So, what's a brand to do? The obvious first answer is to develop a mobile strategy and build the requisite mobile sites. The famous definition of insanity is "doing the same thing over and over and expecting different results. " How Display Campaigns Are Becoming Enhanced.
Display campaigns didn't lose out on all the glory when Google announced Enhanced Campaigns recently. Check out some of the changes. What's the Difference? Display campaigns haven't been enhanced in quite the same way as search. It's harder to converge devices around display, because of the differences in capabilities. Rich media and flash ads are pretty prevalent (and successful) on display, but will struggle to get any traction on mobile platforms. The use cases are also different. When a person does a search, that search is the strongest signal of their intent. So we aren't being forced to combine the devices on display campaigns. What do we get Instead? Fear not, display campaigns have been upgraded too. Add any and all targeting methods desired to your ad group.
But now... ...it's better. At ad group (or campaign) level you can now specify the multiplier for a target. What do I do? It's starting to look good. The Downsides. Google Says "Do Mobile or the Kitten Gets It" Google's Enhanced Campaigns Inspire Love, Hate And Hope For The Next Version. Tensions were high in the pay-per-click world yesterday, as marketers held their collective breath waiting for news of what were rumored to be “big changes” from Google AdWords. Indeed, it was big news — the launch of Enhanced Campaigns, which let marketers combine separate desktop and mobile campaigns into one, with a variety of implications. Following, thoughts from marketers about what they like, what they don’t like, what needs to be done now, and what they’d like to see in future releases. (Note: This is a significant update with a lot of inter-related changes, so we can’t hope to get to everything here, but stay tuned as we continue to cover the implications.)
The Good Stuff Marketers acknowledge that we’re living in an always-on, multi-device world which warrants a different approach to reaching potential customers. And, no one is arguing that the current process of deploying and managing multiple parallel campaigns to deal with this is particularly fun or efficient. The Bad Stuff. The Big AdWords Update: Enhanced Campaigns Puts The Focus On Mobile. “If we were going to build AdWords today, what would it look like?” That’s the question Google’s Nick Fox, VP of Product Management, and his team began asking last year. The result is AdWords enhanced campaigns, a major update announced today that is designed to simplify campaign management across multiple devices, and to increase adoption rates of mobile advertising among small and medium sized businesses.
PPC managers have become accustomed to the time-consuming workarounds needed to target ads by device type and location by cloning campaigns and managing granular settings and bid strategies. With enhanced campaigns, managers will set different bids and show different ads based on a user’s device type, location and time of day, all within one campaign. Here is an example from the Adwords blog: A breakfast cafe wants to reach people nearby searching for [coffee] or [breakfast] on a smartphone. Increasing Mobile Adoption Google is highlighting three key features of enhanced campaigns: Google Enhanced Campaigns and Bid Vectors: Switch Now or Later? Kevin Lee | February 15, 2013 | 5 Comments inShare25 Why you should set up a new campaign to start learning and experimenting with the new Enhanced Campaigns system. Google's Enhanced Campaigns were announced last week, and this week you may well have received an email from Google explaining the transition from the existing campaign structures to the "new and improved" Enhanced Campaigns.
In the email to advertisers, Google explained that: "All new campaigns that you create will be enhanced campaigns by default, but you can choose the older campaign style for a few more months. Starting in June 2013, we plan to upgrade all AdWords campaigns to enhanced campaigns. You can log in and begin upgrading your existing campaigns now to take advantage of the useful improvements. " Opinions differ within the industry as to whether the new campaign structure and the "features" will be a positive or a negative for advertisers - the answer is of course, "It depends. " Flash in campaign landing pages. Enhancing AdWords for a constantly connected world. Today we’re upgrading AdWords, by rolling out enhanced campaigns.
This is a first step to help you more simply and smartly manage your ad campaigns in today’s multi-device world. Why enhanced campaigns? People are constantly connected and moving from one device to another to communicate, shop and stay entertained. In fact, a recent study of multi-device consumers found that 90% move sequentially between several screens to accomplish a task. There’s also a proliferation of new devices — PCs, laptops, tablets, smartphones, hybrid devices, mini-tablets, televisions, and more.
And there are many more digital screens and devices to come, with the lines between them continuing to blur. For example, as devices converge, consumer behaviors on tablets and desktops are becoming very similar. This creates great opportunities for businesses, but can also make marketing more complex and time-consuming. Key features Here’s an overview of some key features. AdWords Enhanced Campaigns – Google Ads.