06 Feb '13, 8pm

The Big AdWords Update: Enhanced Campaigns Puts The Focus On Mobile

Our knee-jerk reaction with no experience interfacing with “enhanced campaigns” — on first blush, this seems like reduced granularity and control for marketers offset by increased simplicity. Cons from our perspective: (i) combining desktop and tablet marketing, when they exhibit different ROI characteristics; (ii) setting mobile bidding to desktop CPCs and combining desktop/tablet CPCs is cumbersome at best, and obfuscates public reporting transparency on device type ROI at worst; (iii) limiting ability to target by OS, no mobile only campaigns, etc…all of this seems counter to Google’s typical mantra of greater control and greater access to data. Overall, this may be good for smaller advertisers and SMBs but it is potentially bad for advanced marketers. Again this is our “knee jerk” reaction with no advanced interaction with the new tool. We look forward to getting prima...

Full article: http://searchengineland.com/the-big-adwords-update-enhanc...

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