30 May '13, 1pm

Will Enhanced Campaigns Drive Mobile CPCs Down?

There are two pieces of conventional wisdom surrounding Google’s Enhanced Campaigns that seem to get tossed around a lot without much thought or examination. The first is that this new campaign model will make it easier for small advertisers to get into the mobile advertising game. The second related piece is that Enhanced Campaigns will likely lead to higher mobile CPCs and that this is one of Google’s primary motivations for changing its model. I have personally been guilty of echoing both of these sentiments to varying degrees — but as we get closer to the mandatory transition in July, the conventional wisdom seems less convincing. Maybe it is the contrarian in me, but I think there is a decent argument to be made that the move to Enhanced Campaigns will lead to lower mobile CPCs in the near term, but higher overall CPCs. Will Enhanced Campaigns Really Bring In More Mob...

Full article: http://searchengineland.com/will-enhanced-campaigns-drive...

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