Newsletters
Business News for Technology Decision-Makers NewsFactor Sites:       NewsFactor.com     Enterprise Security Today     CRM Daily     Business Report     Sci-Tech Today  
   
This ad will display for the next 20 seconds. Please click for more information, or scroll down to pass the ad, or Close Ad.
Home Business Briefing Mobile Industry News Small Business Tech Trends More Topics...
Neustar, Inc.
Protect your website & network
using real-time information & analysis

www.neustar.biz
Sales & Marketing
24/7/365 Network Uptime!
Average Rating:
Rate this article:  
Google
Google's Enhanced Ad Campaigns Tackle Multi-Device World

By Jennifer LeClaire
February 8, 2013 2:11PM

Bookmark and Share
Some of the features in Google's AdSense enhanced campaigns include new marketing tools for a multi-device world, like the ability to manage bids in Google across devices, locations, and time of day from a single campaign. Smarter ads optimized for varying user contexts allow you to show ads across devices with the right ad text, site link and app.
 


Google is making new advertising moves. After partnering with Yahoo to provide AdSense adverts against the Web portal's content, Google announced "enhanced campaigns." Google called it the first step to help advertisers better manage ads in a multi-device world.

Google's premise: People are constantly connected and moving from one device to another to communicate, shop and stay entertained. Google pointed to a recent study of multi-device consumers that revealed 90 percent of consumers 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," said Sridhar Ramaswamy, senior vice president of engineering at Google. "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."

Multi-Device Features

Ramaswamy said this created opportunities for businesses but could also make marketing more complex and time-consuming. He offered the example of a pizza restaurant. The restaurant probably wants to show one ad to someone searching for "pizza" at 1 p.m. on their PC at work (say, a link to an online order form or menu), and a different ad to someone searching for "pizza" at 8 p.m. on a smartphone a half-mile from the restaurant -- maybe a click-to-call phone number and restaurant locator.

"With enhanced campaigns, instead of having to cobble together and compare several separate campaigns, reports and ad extensions to do this, the pizza restaurant can easily manage all of this in one single place," Ramaswamy said. "Enhanced campaigns help you reach people with the right ads, based on their context like location, time of day and device type, across all devices without having to set up and manage several separate campaigns."

Some of the features include new marketing tools for a multi-device world, like the ability to manage bids across devices, locations, and time of day from a single campaign. Smarter ads optimized for varying user contexts allow you to show ads across devices with the right ad text, site link, app or extension, without having to edit each campaign for every possible combination of devices, location and time of day.

Meanwhile, advanced reports allow you to measure new conversion types. For example, you can count phone calls of 60 seconds or longer that result from a click-to-call ad as a conversion in your AdWords reports, and compare them to other conversions like leads, sales and downloads.

A Major Change

Greg Sterling, principal analyst at Sterling Market Intelligence, told us this was a major change for Google.

"It's designed to add more mobile targeting capabilities to AdWords and simplify the process of mobile paid search even as it all but compels marketers to spend more on mobile and reduces some of their options," Sterling said.

"Thus, it's truly a mixed bag for them. Some are pleased and some are frustrated with the changes. Cynics see the changes as an effort by Google to close the gap between mobile and desktop [cost per click] pricing to boost their mobile revenues."
 

Tell Us What You Think
Comment:

Name:



Salesforce.com is the market and technology leader in Software-as-a-Service. Its award-winning CRM solution helps 82,400 customers worldwide manage and share business information over the Internet. Experience CRM success. Click here for a FREE 30-day trial.


 Sales & Marketing
1.   NYPD Twitter Campaign Backfires
2.   Facebook Rolls Out Friend Tracker
3.   Google Earnings, Sales Disappoint
4.   Mark Hurd's 5 Keys to Market Success
5.   Report: Many Users Never Tweet


advertisement
NYPD Twitter Campaign Backfires
Case of 'be careful what you wish for.'
Average Rating:
Google Earnings, Sales Disappoint
Amid persistent downturn in ad prices.
Average Rating:
Marketing Missteps from Samsung
Backlash against sexist ads, promotions.
Average Rating:
Product Information and Resources for Technology You Can Use To Boost Your Business

Network Security Spotlight
What Verizon's Data Breach Report Can Teach Enterprises
It’s probably not a jaw-dropper, but cyberespionage is officially on the rise. And the use of stolen or misused credentials is still the leading way the bad guys gain access to corporate information.
 
Top Cyberthreats Exposed by Verizon Report
Beyond Heartbleed, there are cyberthreats vying to take down enterprise networks, corrupt smartphones, and wreak havoc on businesses. Verizon is exposing these threats in a new report.
 
Where Do Web Sites Stand, Post-Heartbleed?
A security firm says the vast majority of Web sites have patched themselves to protect against the Heartbleed bug, but now there are questions raised on the reliability of open-source programs.
 

Navigation
NewsFactor Business
Home/Top News | Business Briefing | Mobile Industry News | Small Business | Tech Trends | Business Intelligence | Sales & Marketing | Innovation
E-Commerce | CIO Issues | Press Releases
NewsFactor Network Enterprise I.T. Sites
NewsFactor Technology News | Enterprise Security Today | CRM Daily

NewsFactor Business and Innovation Sites
Sci-Tech Today | NewsFactor Business Report

NewsFactor Services
FreeNewsFeed | Free Newsletters | XML/RSS Feed

About NewsFactor Network | How To Contact Us | Article Reprints | Careers @ NewsFactor | Services for PR Pros | Top Tech Wire | How To Advertise

Privacy Policy | Terms of Service
© Copyright 2000-2014 NewsFactor Network. All rights reserved. Article rating technology by Blogowogo. Member of Accuserve Ad Network.