In February Google announced a paradigm shift in the way they offer AdWords to business, and the internet marketing ecosystem has been abuzz ever since. The shift that Google announced is called Enhanced Campaigns, and it brings all AdWords campaigns under one model.
Before talking about enhanced campaigns, it’s important to understand the former, or “legacy”, model. It used to be that Google offered the choice of running desktop only ads, or mobile only ads, and if you wanted to run both, then they were separate campaigns. This gave advertisers the choice of how they wanted to deliver ads to their potential customers, but also required duplicating their efforts across multiple channels.
Enhanced Campaigns brings everything under one roof – meaning that you only have to run one campaign to effectively target all devices. Google’s data has shown that it is as equally important to target a desktop user at 6am as it is to target a mobile phone user at 6pm. Whether at home, work, or on the go, consumers are searching for products and services, and they want to be delivered relevant and device contextual results.
Enhanced Campaigns means that advertisers don’t have to run multiple campaigns to meet their advertising needs. Now, you can make smart marketing decisions with one effective and powerful campaign - showing the right ad, at the right time.
For more information on enhanced campaigns feel free to visit Google’s press release.
For all your online marketing needs, contact Team Ostberg at 773.837.4005 or eostberg@reachlocal.com
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