Newsletters
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...
Mobile Tech
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.


 Mobile Tech
1.   Apple Smart Watch Patent Surfaces
2.   iPhone 6: Bad for Apple Tablet Sales?
3.   GoTenna: Work-Thru for Dead Zones
4.   Nokia X Phones Had Identity Crisis
5.   Microsoft Axes Android Phones


advertisement
Android SMS Worm on the Loose
Malware lets bad actors cash in.
Average Rating:
iPhone 6: Bad for Apple Tablet Sales?
Most likely, it will be a huge hit.
Average Rating:
Nokia X Phones Had Identity Crisis
'Gateway' devices didn't resonate.
Average Rating:
Product Information and Resources for Technology You Can Use To Boost Your Business

Network Security Spotlight
Dropbox for Business Beefs Up Security
Dropbox is upping its game for business users. The cloud-based storage and sharing company has rolled out new security, search and other features to boost its appeal for businesses.
 
Wall Street Journal Hacked Again
Hacked again. That’s the story at the Wall Street Journal this week as the newspaper reports that the computer systems housing some of its news graphics were breached. Customers not affected -- yet.
 
New Web Tracking Technologies Defeat Privacy Protections
Recently developed Web tracking tools are able to circumvent even the best privacy defenses, according to a new study by researchers at Princeton and the University of Leuven in Belgium.
 

Enterprise Hardware Spotlight
Microsoft Makes Design Central to Its Future
Over the last four years, Microsoft has doubled the number of designers it employs, putting a priority on fashioning devices that work around people's lives -- and that are attractive and cool.
 
Contrary to Report, Lenovo's Staying in Small Windows Tablets
Device maker Lenovo has clarified a report that indicated it is getting out of the small Windows tablet business -- as in the ThinkPad 8 and the 8-inch Miix 2. But the firm said it is not exiting that market.
 
Seagate Unveils Networked Drives for Small Businesses
Seagate is out with five new networked attached storage products aimed at small businesses. The drives are for companies with up to 50 workers, and range in capacity from two to 20 terabytes.
 

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.