Mobile Marketing Boosted by Google Adwords Enhanced Campaigns

Advertising, Google Adwords, Internet Marketing, Local Marketing, Mobile Marketing, Online Marketing — By on February 21, 2013 7:27 pm

google-adwords-enhanced-campaignsEarlier this month, Google announced colossal alterations to their Google Adwords campaigns that will directly effect every internet marketer investing in pay per click or PPC advertising. There has been some interesting articles published about this in the last few weeks that have hit on the good, the bad and the ugly of the new Google Adwords structure. We won’t be talking about about any personal stances that we have because when Google changes, you also need to change so here are the facts and how you can take advantage of the newly announced Enhanced Campaigns.

One of the biggest changes is that you no longer have the ability to directly create a specific mobile, tablet or desktop campaign. This may be frowned upon by many but there are still options to tweak your campaigns to target specific users, which Google is referring to as bid adjustments. There will be multiple bid adjustments including device, location, date and time of day as seen below to achieve your desired settings. If used correctly these can do wonders for local marketing.

enhanced-campaigns-bid-adjustment

With the bid adjustments ranging from -100% to +300%, you can turn a setting completely off or your can magnify it up to four times the strength of it’s original setting. For example, if you wan to turn desktop advertising completely off and just target mobile and tablet devices then all you just need to do is change the bid adjustment to -100%. On the flip side, let’s say you wanted to to highly target mobile users. In this case you would change the bid adjustment to +300% which would maximize this attribute by four times it’s original setting. These are the two extremes but you get the point and see how you can use these to your advantage.

You may be wondering to yourself why Google is making these changes but there is proven data and good intentions behind these Enhanced campaigns and here is a large part of it:

  • In 2013 more people will be using mobile phones than PCs to get online.
  • Mobile searches have grown 400% since 2010.
  • There will be 1 mobile device for every person on earth by 2015.
  • 95% of smartphone users have searched for local information.
  • 61% of users call a business after searching and 59% visit the location.
  • 70% of mobile users have compared product prices on their phones.
  • 50% of mobile searches led to a purchase.

As you can see, the nature of mobile usage is growing at an exponential rate across the board. Google has been pushing mobile marketing for years now without much success due to the fact that the majority of advertising has been directed towards desktops in previous years. Since Google now has concrete evidence that their initial thoughts where on point, their restructuring of Adwords is basically pushing their users to go in that direction even more than ever.

Google will most likely increase their revenue, especially from mobile searches, with this change. With the option of “stacking” different bid adjustments and other specific adverts, this will most likely increase the amount of clicks which in turn will increase spending.

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