Google’s Adwords Update

Google has recently announced some big changes to AdWords – the most efficient form of advertising in the online world. The AdWords changes or updates allow for one campaign for multiple devices. And like any big change, this Google’s Adwords update could mean good and bad news for marketers who are working hard forming strategies for following users from one device to another – desktop PCs, tablets and mobile devices. It is Google’s vision that such change will increase ad revenue in the connected device world.

Good News for Marketers

The basic foundation of any marketing campaign, especially those which are search-based and directive performance-based campaigns lies in its ability to track purchase behavior. Every marketing agency or brand owners use different tools that will help them understand what campaigns build awareness, drive intent and end with a decision. Google’s updated AdWords provide for that.

Location and time of day as bid optimization elements make a lot of sense and are strong indicators of intent. As such they can be useful in targeting campaigns. For example, a user searching for Italian food on a mobile device at home indicates a desire for a takeout while a user searching for the same on the move will indicate a desire for a restaurant. This clearly illustrates the radical difference between searches based on location and time of day. Knowing this difference would eliminate making gross assumptions about mobile users as a whole.

The biggest challenge for most marketers in the multi-device world is trying to keep track and follow your audience from phone to tablet to TV to a desktop computer and back again. People do research on tablets while phones can be used to look for locations. Desktop PCs and laptops are where most users do their buying activities. However, in most of these activities, interruptions by messaging, social updates and phone calls have continuously prevented marketers from being able to offer a consistent experience for the people. With the updated AdWords, the disruptive behavior of the multiple device environment will have been addressed.

Bad News for Marketers

By this time, most marketers have dedicated substantial resources as they build PPC campaigns for specific devices. You’re talking about landing pages, ad placement bids, and messaging which are designed and tailored to each device especially for the mobile devices. With the new and updated AdWords, all of these may have to undergo revisions, adjustments or refinements as the campaigns are consolidated into one that will be used for all devices.

Even the long tail search marketing campaigns are affected by the recent update. The impact of the long tail campaigns is reduced, thus forcing marketers to position against a more competitive and higher volume terms.

In other words, all the campaigns that have been built which are focused on the advertiser centric low volume terms had to be re-engineered and updated as well to cope with the new changes. And Google has been quite good at making marketers scramble again to get ahead of the big change.

Fortunately, there’s plenty of time to prepare for said big changes so there’s no need to panic. Looking back at the “update history” of Google, you will know that if this new update doesn’t work, they can easily change it back to the previous version.

Marketers are therefore not advised to abandon whatever they have learned in the device marketing world. It’s always a wise decision to back up everything before shifting fully to the new system. Knowing Google, it’s not unlikely that the backup work will be useful again in the future.

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