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. Click for more information, or
Home Business Briefing Mobile Industry News Small Business Business Intelligence More Topics...
GET RECOGNIZED.
Let an ISACA® certification
elevate your career.

Register today and save
E-Commerce
DDoS Protection Powered By Verisign
Average Rating:
Rate this article:  
Google's Enhanced Ad Campaigns Tackle Multi-Device World

Google's Enhanced Ad Campaigns Tackle Multi-Device World
By Jennifer LeClaire

Share
Share on Facebook Share on Twitter Share on Linkedin Share on Google Plus

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.


 E-Commerce
1.   Facebook Offers Cross-Device Analytics
2.   Pre-IPO Alibaba Has Accounting Woes
3.   App Directly Links Brands, Consumers
4.   Online Sites vs. Retailing in India
5.   Experian Debuts Anti-Fraud Platform


advertisement
Call Center Training: Tips for Success
Hire right, role play, and keep it real.
Average Rating:
Online Retailers Ponder Actual Stores
'Click-and-mortar' shops popping up.
Average Rating:
Facebook Offers Cross-Device Analytics
Marketers can track ad conversions.
Average Rating:
Product Information and Resources for Technology You Can Use To Boost Your Business

Network Security Spotlight
Cost of Target Data Breach: $148 Million Plus Loss of Trust
The now infamous Target data breach is still costing the company -- and its shareholders -- plenty. In fact, the retailing giant forecast the December 2013 incident cost shareholders $148 million.
 
Aruba Networks Handles Black Hat with Aplomb
It's not an easy job. Aruba Networks' task throughout the Black Hat USA conference in Las Vegas this month was to ensure thousands of attendees could connect without malicious attacks.
 
Chinese Hackers Nab Info on Millions of U.S. Patients
A group of Chinese hackers has stolen the personal information, including names and Social Security numbers, of about 4.5 million patients at hospitals operated by Community Health Systems.
 

Enterprise Hardware Spotlight
Three New Lenovo PCs Aimed at Business Users
Businesses everywhere want computing solutions that do more for less money, and Lenovo has unveiled three new desktop PCs that offer solid computing at a budget-minded price.
 
Aruba Networks Handles Black Hat with Aplomb
It's not an easy job. Aruba Networks' task throughout the Black Hat USA conference in Las Vegas this month was to ensure thousands of attendees could connect without malicious attacks.
 
Compression, Deduplication Come to Violin Concerto 2200
Violin Memory has announced that data deduplication and compression capabilities are now available on its Concerto 2200 solution. Typically, users will experience deduplication rates between 6:1 and 10:1.
 

Mobile Technology Spotlight
Apple Stock Soars Ahead of iPhone 6 Launch
The imminent release of the iPhone 6 -- and maybe even an iWatch -- has sent Apple's stock soaring to new heights. Considering what else the firm could have up its sleeve -- the stratosphere may be the limit.
 
HTC Debuts Windows Phone Version of One M8 Smartphone
HTC is bringing the Windows Phone mobile OS to its flagship One M8 device -- the first time any mainstream flagship smartphone has been offered with a choice of operating systems.
 
Verizon Earns Top Rating in Mobile Network Comparison
A new report says Verizon Wireless was the top-performing U.S. cellphone service provider in the first half of 2014, on a nationwide and state-by-state basis, as well as in metro areas.
 

Navigation
NewsFactor Business
Home/Top News | Business Briefing | Mobile Industry News | Small Business | Business Intelligence | Innovation | E-Commerce | 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

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.