Google AdWords Enhancing Our Lives? Think Again!

A guest post by Yen Ngo from BuyerZone’s PPC team

Last week, Google announced the release of “enhanced campaigns,” which allows advertisers to simplify campaign management across multiple devices and locations.

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We have become a “constantly connected” society, and as consumers, we demand immediate and relevant answers – where and when we ask for them. With Google’s announcement, advertisers can target different users with different intentions who are coming from different devices – all from the same, streamlined campaign.

Yes, you read that right.

For example, enhanced campaigns will allow advertisers to help a user looking for pizza at 1PM on a weekday stumble across their ad online. It will also help a user searching on their phone on a Saturday night come across an ad for the local pizza shop on their phone – with a number ready to click and call.

Before this release, advertisers would have to run 3 or more campaigns to target each specific device and location, and use different ad extensions to make the ad relevant to the user. Well, not anymore! This sounds like great news, right?

Well…

At BuyerZone, as a B2B advertiser, we are reaching an entirely different audience than the user looking for immediate gratification in pizza. Instead, our user is at a job site or on their mobile phone looking for a quote for a forklift, for instance. That user looking for research on forklifts is very different than the one looking to buy a pizza.

How can we even attempt to bid on that user the same way on every device they reach us on?

More enhancements, more problems

This new enhanced campaign completely disregards B2B advertisers who have users that are in different phases of research and purchase intent. It especially ignores advertisers like us who do not ultimately offer a physical product.

Sure, this change may make plenty of lives easier – managing one campaign rather than multiple ones – but the lives of advertisers, however, will not be included in that group. This change essentially takes away advertisers’ control and conversion transparency; we will no longer be able to see how each device performs separately of each other. Yes, we will be able to bid up and down at a percentage, specific to each device – but we will essentially be overpaying for some keywords and severely underpaying for others.

An article on Search Engine Land says the following:

“Advertisers who have gained efficiencies from targeting tablets separately from desktops will now be forced to pay desktop CPCs, and that transparency around tablet performance will disappear.”

That doesn’t sound like my job as a B2B PPCer will be any easier. If anything, it becomes more difficult and increasingly vague.

For instance, if a campaign begins to become unsuccessful, I may find a set of keywords within that campaign that might be the culprit, but who knows if it is an entire device type that just doesn’t work for my business? Conversely, if I’m seeing success from a particular campaign, how can I tell where my successes lies if everything is all in one place?

I’ll be the first to admit I love Google as a consumer – they seem to always have exactly what I need and exactly what I’m looking for. However, leveraging Adwords comes with its unique challenges for advertisers and it is our job to communicate these challenges back to Google to help impart positive change to their offering.

What do you think about the recent announcement? Let us know in the comment section below!

Image courtesy of thefinestwriter.com

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Sylvia Rosen

About Sylvia Rosen

As an Online Marketing Analyst and Writer, Sylvia uses her journalism background to connect with industry professionals to write on the latest industry trends.

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