Today Google announced a significant change to their AdWords digital advertising platform. This new functionality, called “Enhanced Campaigns,” offers advertisers new bid management features based on a customer’s location, device, and time of day. Google aims to simplify AdWords account structures and help advertisers identify and optimize toward new opportunities for success in a multi-device world.
While the new features are compelling and beneficial, they are counterbalanced by the news that Google is removing the device targeting functionality that is currently available. Advertisers will no longer be able to target or exclude devices (desktops, smartphones, tablets) at the campaign level—all keywords will trigger ads across all devices.
• Simplified audience targeting; Advertisers can now leverage location-specific, time-specific, and smartphone-specific bid boosting strategies within a single “root” campaign.
• Sitelinks: New ad extension scheduling will allow advertisers to leverage the extremely effective sitelink extensions, increasing their effectiveness while also making them easier to manage.
• Straight-forward smartphone ad management: For advertiser who are not currently segmenting campaigns by device, setting up smartphone-specific ad copy and ad extension strategies will be much simpler, a value add across the board.
• Loss of tablet-specific options: Advertisers who already have a distinct tablet strategy in place will lose that functionality.
• A smartphone strategy is no longer an option: Advertisers who do not have a smartphone strategy will be forced to come up with one