News & Information for Technology Purchasers NewsFactor Sites:       NewsFactor.com     Enterprise Security Today     CRM Daily     Business Report     Sci-Tech Today  
   
Home Enterprise I.T. Cloud Computing Applications Hardware More Topics...
Build Apps 5x Faster
For Half the Cost Enterprise Cloud Computing
On Force.com
You are here: Home / Digital Life / Google Adapts Ads to Multiple Devices
DDoS Protection Powered By Verisign
Google's Enhanced Ad Campaigns Tackle Multi-Device World
Google's Enhanced Ad Campaigns Tackle Multi-Device World
By Jennifer LeClaire / NewsFactor Network Like this on Facebook Tweet this Link thison Linkedin Link this on Google Plus
PUBLISHED:
FEBRUARY
08
2013


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:

Like Us on FacebookFollow Us on Twitter
TOP STORIES NOW
MAY BE OF INTEREST
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.
MORE IN DIGITAL LIFE
Product Information and Resources for Technology You Can Use To Boost Your Business

Network Security Spotlight
Who Is the Hacker Group Lizard Squad?
Are they dangerous or just obnoxious? That’s what many are wondering about the hacker group Lizard Squad, which tweeted out a bomb threat that grounded a flight with a Sony exec aboard.
 
Are Government Spies Tipping Off Tor?
Less than a month ago, tech news headlines heralded a Tor Project breach. Now, some are saying that government spies are sharing information with Tor to help it prevent future breaches.
 
Backoff Malware Hits 1,000+ Businesses, Likely More
More than 1,000 businesses across the U.S. might have been affected by Backoff, a new kind of point-of-sale (PoS) malware, according to the Department of Homeland Security.
 

Enterprise Hardware Spotlight
Apple Set To Release Largest iPad Ever
Tech giant Apple seems to have adopted the mantra “go big or go home.” The company is planning to introduce its largest iPad ever: a 12.9-inch behemoth that will dwarf its largest existing models.
 
Alert: HP Recalls 5 Million Notebook AC Power Cords
HP is recalling about 5.6 million notebook computer AC power cords in the U.S. and another 446,700 in Canada because of possible overheating, which can pose a fire and burn hazard.
 
Acer's New Desktop Box Rides the Chrome OS Wave
Filling out its Chrome OS line, Acer is following the introduction of a larger Chromebook line earlier this month with a new tiny $180 desktop Chromebox and also a smaller Chromebook.
 

Mobile Technology Spotlight
Apple Set To Release Largest iPad Ever
Tech giant Apple seems to have adopted the mantra “go big or go home.” The company is planning to introduce its largest iPad ever: a 12.9-inch behemoth that will dwarf its largest existing models.
 
Verizon Hops on the Voice-Over-LTE Bandwagon
Wireless provider Verizon is gearing up for a nationwide launch of its Voice-over-LTE service over the next several weeks, promising clearer and crisper phone calls and a Skype-like video service.
 
Smartphone 'Kill Switch' Law in California; Will Other States Follow?
California’s new law -- signed by Gov. Jerry Brown on Monday -- aimed at deterring cellphone theft could mean most mobile phones sold in the U.S. will soon include similar “kill-switch” tech.
 

Navigation
NewsFactor Network
Home/Top News | Enterprise I.T. | Cloud Computing | Applications | Hardware | Mobile Tech | Big Data | Communications
World Wide Web | Network Security | Data Storage | CRM Systems | Microsoft/Windows | Apple/Mac | Linux/Open Source | Personal Tech
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.