Google recently rolled out their new enhanced campaigns, allowing advertisers to easily and more efficiently target customers based on location, device type, and time of day in a single campaign. Google focused on three main objectives:
Campaign and budget management
An advertiser with a local presence could increase bids based on the location of the customer. For example, if a customer is using a mobile device within a quarter of a mile, (walking distance) raise the bid by 10%.
Ads based on context
Advertisers will be able to display mobile-optimized copy if the search query is coming from a mobile device. Capabilities like whether or not the device can download an app, or make calls are taken into consideration as well.
New Conversion Types
You can now easily track app downloads and click-to-call actions in AdWords reports. It will now be a lot easier to determine the ROI of mobile device targeting.
Why Should I Care?
Mobile device usage is constantly growing, and as an advertiser you need to be where your customers are. This infographic courtesy of Google will give you a better idea of the increasing importance of mobile.
Can I Take Advantage of these Tools?
The first thing that you should think about is how these new tools fit into your marketing objectives. Here are a few of the factors that you should consider
- Do you have a brick and mortar presence? If so then you should use location based targeting to entice customers that are close to your locations.
- Do you have an Ecommerce store? Consumers do not purchase as much on a mobile device compared to desktops and tablets. You may want to lower your mobile bid for users on mobile devices.
- Are phone calls a major source of qualified leads? With the new click-to-call tracking you can easily attract certain customers. Your phone number shows up when a customer is viewing search results, so this is more effective if customers do not need to do any research before calling. This is most effective for businesses like restaurants and retail stores.
How do I use these Tools?
Start by setting default bids for a new or existing campaign that reach all devices. You then set bid adjustments to increase or decrease your bids for mobile devices and different contexts. This can be location or time of day. Bidding for devices with larger screens like desktops, laptops, and tablets is grouped together, while mobile devices like iPhones and Droids and Windows Phones are in a separate group.
For example: If you want to reach people close to your store that are searching for “Party Supplies” you could set a default bid, then bid 50% higher for people searching less than a mile away, 20% lower for searches on weekdays, and 25% higher for people on mobile devices. Your bid adjustment would look like this.